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It’s Your Era! How to Create a Custom Eras Tour Tee Where You Can Be the Star

Take the spotlight with these personalized T-shirts inspired by Taylor Swift.

By Rylee Johnston

Rylee Johnston

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Etsy is home to fan-made merch and accessories including bestselling T-shirt designs inspired by the Eras tour poster. Instead of featuring the “Cruel Summer” singer though, you or the Swiftie in your life gets to be in the spotlight.

If you’re looking for a thoughtful gift to surprise the fan in your life — or if you’re looking for your own custom apparel — there are select styles on sale that’ll have you showing off your eras in style . Keep reading to shop Billboard Shopping ‘s picks below.

Comfort Colors Custom Eras Tour Shirt

Get crafty with this personalized T-shirt that comes in 22 colors to pick from ranging from bold shades to neutral basics like black and white. You’ll need to provide 10 photos of your choice to be included in the collage. Make sure to write what name goes in the text through the personalization box on the sidebar before you add the top to your cart.

Personalized Eras Tour Shirt

For more vintage vibes, this T-shirt design comes in a mix of washed shades to pick from. You’ll also be able to send in photos of yourself or a Swiftie to have placed in the collage, then be sure to include what name you want featured at the bottom to complete the look.

Custom Dog’s Tour Shirt

Pet owners can put their pooch in the spotlight with this pet design that features a collage of various dog photos. Just choose what color top you want out of the 16 options as well as what top style you want (options include a T-shirt, long sleeve, sweatshirt, hoodie and child sizes).

If that’s not enough to quench your thirst for Swifite merch, there various Swift books including an Amazon coffee table book titled Taylor Swift & The Clothes She Wears or if you prefer something more interactive, you can pick up a copy of Swift-themed Mad Libs to play with friends as you countdown the hours until her upcoming album The Tortured Poets Department .

The Grammy-winner has also become quite the fashion influencer and if you want to wear styles she’s also donned off stage, her chic Aupen purse is still in stock as well as a Bardot bodysuit she was previously spotted wearing.

For more product recommendations , check out our roundups of the best Taylor Swift recommended books , denim dresses and friendship bracelets .

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Taylor Swift's Eras Tour Rehearsal Outfits Include All the Activewear I Want

O n the promo circuit, Taylor Swift is deep in her gothic Tortured Poets Department fashion era. Behind the scenes, she's practicing for the next leg of her Eras Tour in the down-to-earth activewear my workout routine is missing.

Swift shared a YouTube short filled with clips from rehearsals for the next leg of her record-shattering tour on Thursday, April 25. In addition to glimpses at updated choreography and, potentially, new songs on the setlist, Swift showed a workout wardrobe packed with under-$100 finds. One clip shows her practicing in Nike sneakers and Free People joggers; in another, she twirls through her routine in a PopFlex skort set that's gone viral.

While I'm not on a grueling workout schedule like the world's biggest pop star, I can imagine these pieces becoming personal heroes for runs, walks, and yoga sessions. Ahead, I've broken down three outfits featured in the snippet of Swift's Eras Tour practice sessions. Leave the sleuthing for setlist updates to the other fans. Here, there are just IDs on activewear with thousands of five-star reviews (including Swift's, apparently).

The Tank Top and Joggers Outfit

Any Swiftie can tell you that their fearless leader loves Free People: She's consistently worn FP T-shirts, dresses, and sweaters in her street style over the years, including on trips to the studio to record The Tortured Poets Department . Now, we know she also prepares for the stage in her FP gear. One of the first clips in her rehearsal outfit montage show Swift in a casual pair of Free People joggers, layered with a tank top and a supportive sports bra. On her feet, she swaps her onstage custom Louboutins for a pair of Nike sneakers .

For those of us who aren't practicing for a three-and-a-half-hour performance, it's exactly the sort of low-key look that can work for yoga, breathwork, or a long walk. Forme's high-performance bra is also a cult-favorite, with more than 1,700 five-star reviews praising its failsafe support and comfortable-yet-strong fabric.

The Girly Sports Bra and Matching Skort Outfit

In her first round of promo for "Fortnight," The Tortured Poets Department 's lead single, Swift shared a clip playing pickleball and wearing PopFlex's flouncy Pirouette skort . She brought the piece back with a matching, corseted sports bra for rehearsals in Thursday's video. The skort combines a coquette tiered skirt with flexible, breathable undershorts—and Swift's stamp of approval has caused orders to spike 600 percent, according to a rep for the brand. This is your sign to order your own set before they sell out.

The Sweatshirt and Skort Outfit

For segments of rehearsal that appear to feature new choreography (fans haven't seen those canes and hats before!), Swift dresses in a crewneck sweatshirt of unknown provenance and a black skort. The second piece is once again from PopFlex, proving that even newly-minted billionaires appreciate an under-$100 find.

Swift also let her inner sneakerhead out with this last rehearsal outfit. She's wearing the Ganni x New Balance 1906R sneaker, a collaboration that debuted on the Copenhagen Fashion Week runway for the Spring 2024 season and quickly sold out. (Select sizes are still in stock at Farfetch.)

Looking for cheaper Eras Tour tickets? See Taylor Swift at these 10 international cities.

Swifties who want to snag tickets to Taylor Swift’s colossal Eras Tour know the experience won’t come cheap.  

This year, the billionaire will only visit three U.S. cities – Miami, New Orleans and Indianapolis – and prices for the in-demand shows are astronomical . For the Oct. 18 show in Miami, for example, cost of a single ticket ranged between $1,615 and $8,524 on StubHub.com as of Wednesday afternoon.

So, how else can fans see one of the world’s biggest singers? Go abroad .

In the past 30 days, searches for ‘Taylor Swift Europe tour 2024 tickets’ have increased by 300% in the U.S., indicating that some people are ready to take a long-haul flight to see the wildly popular artist live, according to travel website Islands.com .

Concert-goers who head to Europe for their Swift experience may actually save more money in the long-run . Not only are ticket prices across the pond cheaper, but many European cities, like Warsaw and Lisbon, are also budget-friendly, offering inexpensive food and lodging. 

Learn more: Best travel insurance

Was the travel worth it? Beyoncé and Taylor Swift's summer concerts drew fans from afar

To determine the most affordable Eras Tour stops, Islands.com researchers compared the cost of a two-night trip, including one cheap ticket on StubHub.com, two nights at a four-star hotel, six inexpensive meals, two five-mile taxi rides, and one domestic beer. However, researchers didn’t account for airline tickets or concert merchandise.

With safety at the top of travelers' minds, the researchers also factored in the city’s safety rating out of 100. 

To stay extra safe, the State Department encourages travelers to register with the U.S. embassy in the country they're visiting any time they travel abroad. That can be done at step.state.gov .

10 cheapest destinations for the Eras Tour in 2024

10. Vienna, Austria - total average cost: $1,089, safety score: 69.72

9. Cardiff, U.K. - total average cost: $1,061, safety score: 61.83

8. Lyon, France - total average cost: $1,047, safety score: 44.3

7. Lisbon, Portugal - total average cost: $1,028, safety score: 70.15

6. Munich, Germany - total average cost: $1,000, safety score: 78.88

5. Paris, France - total average cost: $971, safety score: 41.83

4. Stockholm, Sweden - total average cost: $935, safety score: 53.86

3. Hamburg, Germany - total average cost: $903, safety score: 57.51

2. Gelsenkirchen, Germany - total average cost: $749, safety score: 51.33

1. Warsaw, Poland - total average cost: $712, safety score: 72.98

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Ryan Seacrest Shows Off His Swiftie Style in Taylor Swift ‘Eras Tour’ Shirt on ‘American Idol’

Ryan Seacrest is a Swiftie — and he has the merch to prove it.

Seacrest, 49, stepped on the American Idol stage wearing a Taylor Swift T-shirt on Monday, April 22. “It’s my sleep shirt, I got it extra big,” he gushed as fans praised the top , which featured Swift’s face during her Evermore set and The Eras Tour logo.

Katy Perry , who serves as a judge on the competition show, shouted to Seacrest, “Ryan you’re a Swiftie!” He then shared that he’s listened to Swift’s new album, The Tortured Poets Department , “three times.” (Swift, 34, released the album on Friday, April 19.)

Later in the show, Seacrest came back on stage wearing one of Swift’s Folklore cardigans, which she released in 2020. Perry, 39, made sure to note that she also has the Folklore cardigan in her closet.

Related: Taylor Swift Releases a Gray ‘TTPD’ Cardigan, Plus More of Her Sweaters

“We all do!” Seacrest quipped.

When he’s not sporting Swift’s merch, Seacrest can be seen in sleek suits, classy tuxedos and more. At the American Idol Season 22 Top 10 Event on Monday, he rocked a black blazer, a dark sweater and matching pants. He topped the look off with leather boots.

Seacrest posed with Perry and the rest of the show’s judges, including Lionel Richie and Luke Bryan .

Perry, for her part, looked fabulous in a maroon dress from Franceso Murano. The frock featured a strapless leather corset top and flowy skirt finished with a thigh-high slit. She accessorized with matching leather gloves, black earrings and black strappy patent leather heels.

For glam, Perry donned a full beat including a dewy base, rosy and bronzed cheeks, sparkly pink eyeshadow, long lashes and fuchsia lips. Her hair was swept over her head and styled in soft curls.

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Richie, 74, meanwhile kept his outfit casual with a brown leather jacket, black shirt and green cargo pants.

Related: Ryan Seacrest Through the Years: From Radio Personality to Media Mogul

Bryan, 47, teamed a teal suede jacket with a black shirt and charcoal jeans.

American Idol airs every Monday at 8 p.m. EST on ABC.

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Harvard’s Taylor Swift Scholars Have Thoughts on ‘Tortured Poets’

The students taking Harvard University’s class on the singer are studying up. Their final papers are due at the end of the month.

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By Madison Malone Kircher

Fans of Taylor Swift often study up for a new album, revisiting the singer’s older works to prepare to analyze lyrics and song titles for secret messages and meanings .

“The Tortured Poets Department” is getting much the same treatment, and perhaps no group of listeners was better prepared than the students at Harvard University currently studying Ms. Swift’s works in an English class devoted entirely to the artist . The undergraduate course, “Taylor Swift and Her World,” is taught by Stephanie Burt, who has her students comparing Ms. Swift’s songs to works by poets and writers including Willa Cather, Samuel Taylor Coleridge and William Wordsworth.

On Thursday night, about 50 students from the class gathered in a lecture hall on campus to listen to Ms. Swift’s new album. Mary Pankowski, a 22-year-old senior studying history of art and architecture, wore a cream sweatshirt she bought at Ms. Swift’s Eras tour last year. The group made beaded friendship bracelets to celebrate the new album, she said.

When the clock struck midnight, the classroom erupted into applause, and the analysis began. First, the group listened through the album once without discussing, just taking it all in.

Certain lines, however, immediately caused a stir, said Samantha Wilhoit, a junior studying government — like a reference to the singer Charlie Puth and the scathing lyrics to the song “The Smallest Man Who Ever Lived,” Ms. Wilhoit, 21, said.

A line from the song “I Can Do It With a Broken Heart,” in which Ms. Swift sings, “I cry a lot but I am so productive,” also seemed to resonate, Ms. Wilhoit said, laughing.

A smaller group of students, including Ms. Pankowski, stuck it out until the early hours of the morning waiting to see if Ms. Swift would drop additional music. At 2 a.m., they were rewarded with an additional “volume” of 15 tracks called “The Anthology.” Ms. Pankowski said she didn’t go to sleep until hours later.

Speaking with The New York Times together on a video call Friday morning, several students from the class discussed their thoughts on the 31 new songs and brainstormed their final papers, which are due at the end of the month.

“The song ‘Clara Bow’ reminded me of ‘The Song of the Lark,’” Makenna Walko, 19, said, citing the Willa Cather novel that follows the career of an aspiring opera singer, Thea Kronborg. “She’s talking about a girl trying to make it out of her small town and trying to get to Manhattan, and what it’s like to have these big, musical dreams and try to pursue them,” she continued. “That’s a narrative that has shown up a lot in Taylor’s own life, over the course of her own career. In a lot of ways, it’s Taylor’s story, too.”

Lola DeAscentiis, a sophomore, zeroed in on the song “But Daddy I Love Him,” comparing it to the Sylvia Plath poem “Daddy.” She plans to explore the link in her final paper.

“I hesitate to say that the song was anywhere near the genius of Sylvia Plath — no offense to Taylor Swift — but I can definitely see some similarities in the themes, like sadness, depression and mental health,” Ms. DeAscentiis, 20, said. (Ms. DeAscentiis also drew a distinction between being a fan of Ms. Swift and being a devoted Swiftie. She said she identified as the former.)

“The way that Taylor overlays her relationship with the significant other that she’s talking about in the song with the relationship that she has with her father — I think that was very Plath,” she added.

Another student, Ana Paulina Serrano, echoed Ms. DeAscentiis, noting that the class had learned about the genre of confessional poetry. “Is Taylor considered a confessional poet?” Ms. Serrano, a 21-year-old junior majoring in neuroscience, asked the group on the call. In support of her own position, she offered as evidence Ms. Swift’s song “Mastermind,” a track off “Midnights,” in which Ms. Swift reveals herself to have calculated and plotted the outcome of a relationship.

“Sometimes she’s confessing things that we, like, already knew or assumed, but she often seems to feel this need to explicitly tell us,” Ms. Serrano added.

Isabel Levin, a 23-year-old senior studying integrative biology, said she thought Ms. Swift’s delivery on several tracks had a spoken-word quality. She wondered if maybe some of the lyrics had initially begun not as songs but as more traditional poems.

Ms. Swift has said she categorizes her songs by the type of pen she imagines using to write each. A “frivolous, carefree, bouncy” song is a glitter gel pen song, while a fountain pen song might be more “brutally honest,” according to Ms. Swift . Quill pen songs are “all old-fashioned, like you’re a 19th-century poet crafting your next sonnet by candlelight,” she explained during her acceptance speech as songwriter-artist of the decade at the Nashville Songwriter Awards in 2022.

And with what implement might Ms. Swift have written “Tortured Poets?”

Quill pen, for sure, Ms. Walko said.

Madison Malone Kircher is a Times reporter covering internet culture. More about Madison Malone Kircher

Inside the World of Taylor Swift

A Triumph at the Grammys: Taylor Swift made history  by winning her fourth album of the year at the 2024 edition of the awards, an event that saw women take many of the top awards .

‘The T ortured Poets Department’: Poets reacted to Swift’s new album name , weighing in on the pertinent question: What do the tortured poets think ?  

In the Public Eye: The budding romance between Swift and the football player Travis Kelce created a monocultural vortex that reached its apex  at the Super Bowl in Las Vegas. Ahead of kickoff, we revisited some key moments in their relationship .

Politics (Taylor’s Version): After months of anticipation, Swift made her first foray into the 2024 election for Super Tuesday with a bipartisan message on Instagram . The singer, who some believe has enough influence  to affect the result of the election , has yet to endorse a presidential candidate.

Conspiracy Theories: In recent months, conspiracy theories about Swift and her relationship with Kelce have proliferated , largely driven by supporters of former President Donald Trump . The pop star's fans are shaking them off .

Taylor Swift's candid promo video for 'Fortnight' is filled with cute references to her relationship with Travis Kelce

• Taylor Swift shared a promotional video for her single "Fortnight" and it's full of references to her beau.
• Some clips featured Travis Kelce directly, including one where he leans in to give Swift a peck on the cheek.
• Swift's latest album, "The Tortured Poets Department," broke records on Spotify, Apple Music, and Amazon Music.

Taylor Swift is happily in love, and she's not afraid to let the world know .

Over the weekend, the singer posted a promotional video for her single "Fortnight" on YouTube Shorts, and it's full of cute nods to her relationship with NFL player Travis Kelce .

The 16-second clip was meant to encourage fans to participate in the #ForAFortnightChallenge, where they post a highlights recap of their fortnight. As of April 22, there are about 5,200 videos under the hashtag on YouTube Shorts.

Swift's video has been viewed almost 40 million times since it was first uploaded.

While some clips in her fortnight recap featured Kelce directly, there were a few other sweet but subtle moments where she referenced their relationship.

1. A peck on the cheek

About one second into the video, Kelce can be seen leaning in to give Swift a peck on the cheek as she whips something up in the kitchen.

2. A University of Kansas sweatshirt

In one of the clips from the video, Swift can be seen wearing a colorful University of Kansas sweatshirt while making crafts.

Although Kelce didn't attend the University of Kansas — he was a student at the University of Cincinnati — he does play for the Kansas City Chiefs.

The Chiefs' home venue, Arrowhead Stadium, is less than an hour away from the KU campus.

3. Making cinnamon rolls

In December, former NFL quarterback Bernie Kosar said on 560 WQAM's " Tobin and Leroy Show " that he once tried one of Swift's homemade cinnamon rolls while at Kelce's house before a Chiefs game.

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"I was at his house like three hours before the game, we're having a pregame meal and Taylor is so nice. She comes in by herself and she's so cool. She brings her homemade cinnamon rolls for Travis for the pregame meal," Kosar said. "I'm a juicer right now, trying to be vegan and gluten-free and stuff, but I absolutely had a sample some of that on game day."

Although it's unclear if the clip of the cinnamon rolls in the video is from the game day that Kosar's referring to, Swifties should know that the singer really loves her baked goods.

In 2020, Swift also posted an image of her homemade cinnamon rolls on Instagram .

4. A night stroll at Singapore's Gardens by the Bay

In March, Swift played six sold-out concerts in Singapore, her only Southeast Asian stop on the Eras Tour. Kelce was spotted in the audience on two nights.

During Swift's downtime, the pair even managed to take a romantic night stroll through the country's famous Gardens by the Bay , as seen in her video.

Kelce was particularly excited about his experience at the gardens and raved about it to his brother, Jason, on an episode of their " New Heights " podcast released on March 31.

"I got to check out the world's largest greenhouse. How about that? I'm a big plant guy. Loved seeing fucking enormous trees," Kelce said on the podcast. "It was cool as fuck; they had the world's biggest waterfall in a greenhouse, too."

5. A Kansas City Chiefs pickleball paddle

In one of the clips in the video, Swift can be seen holding a red Kansas City Chiefs pickleball paddle while wearing a white top and lavender skorts. The paddle is available on Target for $89.99.

Kelce has been playing for the Chiefs since 2013 , and Swift has been spotted cheering him on at numerous NFL games .

"Fortnight" — featuring Post Malone — is the first single off of Swift's latest album " The Tortured Poets Department ," which was released on Friday.

Despite a subdued promotional strategy , Swift's album managed to break records on Spotify, Apple Music, and Amazon Music.

According to an official X post by Spotify, the album became the " first album in Spotify history to have over 300M streams in a single day. " In a follow-up post, Spotify also announced that "Fortnight" became the platform's " most-streamed song in a single day. "

A representative for Swift did not immediately respond to a request for comment sent outside regular business hours.

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Taylor Swift fans mean business with Tortured Poets soap, Eras yarn, Kelce cookies

Chloe Veltman

Sparta Candle Co. soaps inspired by Taylor Swift's Eras tour and The Tortured Poets Department album. Sparta Candle Co. hide caption

Sparta Candle Co. soaps inspired by Taylor Swift's Eras tour and The Tortured Poets Department album.

The official Taylor Swift online store is chockablock with earrings, hoodies, vinyl and other merchandise promoting the star's latest record-breaking album, The Tortured Poets Department .

But there's also a parallel industry devoted to selling crafty products inspired by Swift's music and style — and it's thriving.

"We've made soaps inspired by all of Taylor Swift's albums. So of course we're excited to introduce this one: Tortured Poet !" says Duane Swenk in a TikTok video . It's been up for about a week, and has already been viewed more than 1.4 million times.

Swenk is the spokesperson for his family-run soap and candle business, the Sparta Candle Co. — and a big Swiftie. Wearing a beard, beret and The Tortured Poets Department T-shirt, he's showing off a soap in the shape of a cup of Earl Grey tea. It comes with a detachable saucer.

"This soap has notes of black tea, bergamot and lemon," Swenk goes on to say in the video. "It's a perfectly moody scent to pair with Taylor's incredible new album."

@spartacandleco #cuttinupwithduane #ttpd #taylorswift #soapcutting #teacup ♬ Soft, slow, cinematic background.(1302336) - Art Music Style

Months before The Tortured Poets Department dropped, Duane Swenk's daughter, Jennifer Swenk — who serves as the Sparta Candle Co.'s CEO and founder and is also a devoted Taylor Swift fan — was hunting for hints about it to turn into potential product concepts. When she browsed through the upcoming song titles, she saw one called "So Long, London."

Jennifer Swenk said the combination of London and the overall poetry theme of the album gave her the idea for the soapy tea cup.

"I felt like poetry goes hand in hand with having a cup of tea," she said.

Music and style inspire shapes, scents and colors

Taylor Swift's music evokes fanciful forms and scents for Jennifer Swenk. But Ashleigh Kiser is thinking in colors. Her company, Sewrella Yarn , has created a line inspired by Swift's Eras tour, in which the pop star performs songs from her entire catalog.

"Something that is more of a love song, like the Lover era, those were very light, very pastel, very kind of ethereal colors," said Kiser of matching Swift's hits with yarn hues. "While the Evermore era got darker, more moody, more complicated colors."

The company also just released a yarn collection based on The Tortured Poets Department .

The Tortured Poets Department yarn collection from Sewrella Yarn. Sewrella Yarn hide caption

The Tortured Poets Department yarn collection from Sewrella Yarn.

Kiser said she loves the way Swift inspires a sort of virtuous circle of creativity in fans.

"There were customers of ours who were buying the yarn that was inspired by the tour. And then they were going and knitting a sweater or a top or whatever their project was. And then they were then wearing that to Eras tour concerts," Kiser said. "So it's like the music informs the yarn which informs the project. And it just keeps going."

Communal feeling

This communal aspect of creating merchandise inspired by Swift appeals strongly to baker Emily Henegar. The Nashville, Tenn.-based entrepreneur's one-woman business, Cookie in the Kitchen , makes intricately decorated cookies incorporating details from Swift's work and life.

She said she sometimes incorporates other artists' designs into her own. For example, Henegar said she decorated a cookie with an image she found on social media of a beanie hat a fan made for Swift, which the star then wore to a football game.

Cookie in the Kitchen's cookie collection riffing on Taylor Swift's relationship with football player Travis Kelce. Cookie in the Kitchen hide caption

Cookie in the Kitchen's cookie collection riffing on Taylor Swift's relationship with football player Travis Kelce.

"I'm just scrolling Instagram, getting to pull inspiration from many different places," said Henegar.

Henegar said she doesn't mind when other makers incorporate her artistry into their own Swift-inspired products. "It's nice if they can just credit me on their Instagram posts," she said.

While Cookie in the Kitchen, Sparta Candle Co. and Sewrella Yarn mostly serve customers through their websites and/or brick-and-mortar stores, many small businesses focusing on Taylor Swift-oriented products look to Etsy and other arts ands crafts-focused online marketplaces to reach fans.

"I mean, talk about bringing people together, and talk about really amplifying creativity," said Etsy trend expert Dayna Isom Johnson of Swift's impact on the platform.

Johnson said entrepreneurs on Etsy aren't just coming up with sales concepts ahead of the artist's album releases and tour dates. They're also quickly responding to what Swift sings, says and wears.

For instance, Swift's lyric "So make the friendship bracelets" in her 2022 song "You're on Your Own, Kid" created an unprecedented demand for friendship bracelets on Etsy. (According to company data, while Swift was touring across the U.S. in 2023, it saw a 22,313% increase in searches for concert-inspired friendship bracelets.)

A selection of Taylor Swift-oriented friendship bracelets on Etsy. CustomBraceletWorld/Etsy hide caption

A selection of Taylor Swift-oriented friendship bracelets on Etsy.

Etsy witnessed a similar spike in searches after Swift wore an unusual choker necklace at this year's Grammys.

And this latest album, with its references to poetry — " You're not Dylan Thomas, I'm not Patti Smith" — has been turning Swifties into wannabe poets; suddenly everyone wants a blank journal.

"We've seen a 727% increase in searches on Etsy for poetry-related items," Johnson said.

Swift's response to fans' creativity

Swift herself seems to embrace her fans' creativity. She's been known to send notes and even homemade gifts to creative super-fans.

"They are constantly just showing me love in different ways," she said in a 2012 video for VEVO music network. "And I really appreciate it."

One small business owner making Swift-themed T-shirts and other items told NPR they have had products taken down from online marketplaces for possible copyright infringement.

But University of Pennsylvania law professor Jennifer Rothman said she is not aware of Swift launching lawsuits against small entrepreneurs, and she said that Swift's overall openness toward fan-based creativity makes good business sense.

"Taylor Swift only benefits, I think, from having all this fan enthusiasm," Rothman said.

The music industry trade publication Pollstar estimates Swift grossed close to $200 million in authorized merchandise sales last year. Rothman said most of these small scale, highly creative riffs on the artist's life and work often don't significantly impinge upon Swift's brand or bottom line.

"If anything, they boost it by boosting the positive feelings around her," Rothman said. "The fans still want the official merchandise and will wait in line for hours and hours to get it."

Jennifer Vanasco edited the audio and digital versions of this story.

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‘The working class can’t afford it’: the shocking truth about the money bands make on tour

As Taylor Swift tops $1bn in tour revenue, musicians playing smaller venues are facing pitiful fees and frequent losses. Should the state step in to save our live music scene?

W hen you see a band playing to thousands of fans in a sun-drenched festival field, signing a record deal with a major label or playing endlessly from the airwaves, it’s easy to conjure an image of success that comes with some serious cash to boot – particularly when Taylor Swift has broken $1bn in revenue for her current Eras tour. But looks can be deceiving. “I don’t blame the public for seeing a band playing to 2,000 people and thinking they’re minted,” says artist manager Dan Potts. “But the reality is quite different.”

Post-Covid there has been significant focus on grassroots music venues as they struggle to stay open. There’s been less focus on the actual ability of artists to tour these venues. David Martin, chief executive officer of the Featured Artists Coalition (FAC), says we’re in a “cost-of-touring crisis”. Pretty much every cost attached to touring – van hire, crew, travel, accommodation, food and drink – has gone up, while fees and audiences often have not. “[Playing] live is becoming financially unsustainable for many artists,” he says. “Artists are seeing [playing] live as a loss leader now. That’s if they can even afford to make it work in the first place.”

Potts, who works at Red Light Management – home to everyone from Sabrina Carpenter to Kaiser Chiefs and Sofia Kourtesis – feels like there is an industry equivalent of the Spider-Man meme in which they are all pointing to one another. “People who work at labels think bands make loads of money touring, while booking agents think they make loads of money on publishing and so on,” he says. “Everyone thinks artists make money from the other side of the industry they’re not involved in.

“Artists are the biggest employers in the industry. They pay for the tour manager, session musicians, agent, manager, crew, insurance, travel, accommodation, equipment, rehearsal space, production. Everything. I don’t think people know this is all the stuff that the artist pays for and does.”

“Greater transparency is needed,” says Lily Fontaine, lead singer of Leeds band English Teacher. On paper, the four-piece appear to have made it. They are signed with a major label, Island, have played on Later With … Jools Holland, get healthy BBC Radio 6Music airplay, their debut album has received five-star reviews and they are about to embark on their biggest tour to date, which includes an 800-capacity home-town show.

“The reality is that it’s normal for all of these achievements to coexist alongside being on Universal Credit, living at home or sofa surfing,” says Fontaine. During the making of their debut album, she and bandmate Lewis Whiting did the latter while unable to afford rent.

In their four years of existence, English Teacher have yet to turn a profit from touring. “We’ve never directly paid ourselves from a gig,” says Whiting. “A headline tour usually comes out with a deficit. The only thing that we ever make any kind of profit on is festivals, because the fees can be higher, but any money left over just goes towards the next outgoings.” A successful show for the group in the past has been defined by whether they can flog enough merch to afford a supermarket food shop.

So how do they survive? “In the world of artists, we’re in a lucky position,” says Whiting. “We try to pay ourselves £500 a month each from the band pot.” However, they’ve been reliant on their advance for this, which is now gone. “We’re now in that stage where we’re gonna have to figure out where that £500 a month is gonna come from,” says Fontaine. “Because the gig fees won’t be able to cover that.” The band estimate that their 16-date UK tour in May will generate roughly £800 profit. But, says Fontaine, “realistically, I don’t think there will be any profit because things always go over budget”.

For many artists, fees aren’t increasing in line with costs. “There’s been no real incline at all,” says Potts. “For support slots, I don’t think the fees have changed in the last 10 years or so that I’ve been managing, whether that’s £50 at the smaller end or £500 quid for some of the biggest shows.” Fees for headline shows can vary enormously for bands, even on the same tour. Playing a 200-capacity club in Newcastle may land you £600, while a 1,500 cap in London may net you £3,000.

And fewer people are coming to shows at the small-to-mid-sized end of things. “In our audience data, we see there is a gap in new audiences coming through post-pandemic,” says the FAC’s Martin. “As well as a bit of a drop-off in some of the older audiences returning to live shows.” However, despite stagnant fees and shrinking audiences, touring activity in the UK is at a peak. Due to the costs of touring Europe (which can be thousands in taxes and carnet alone) 74% fewer UK bands are now touring Europe post-Brexit. “It’s much more difficult to tour in Europe so there are more artists trying to perform domestically,” says Martin. “That creates a saturation problem.”

For this article, the Guardian has seen 12 tour budget sheets for various bands and artists varying from up-and-comers to firmly established and successful acts, all of whom regularly undertake headline tours across the UK in venues ranging from 150 to 2,500 capacity. Almost all of these result in losses. Understandably, most shared their balance sheets on the condition of anonymity. One four-piece indie band, whose last two albums went Top 10 in the UK charts, reported a loss of £2,885 from a six-day UK tour. The only tour that shows anything resembling healthy profit was a 29-date tour for a solo artist who came away with £6,550. Not bad going for a month’s work but, as Martin points out, “that’s then his touring done for the next six months. So it’s not enough money.”

Nubiyan Twist are a nine-piece Afro-jazz outfit who have a loyal following and tens of millions of streams on Spotify, “We pride ourselves on being able to put on a big show, like your Fela Kutis or James Browns, these epic spectacles,” says bandleader Tom Excell. “But it’s getting more difficult, without a shadow of a doubt.” For an upcoming eight-show tour of Europe, they are predicting a loss of £4,931.28. The only way they can justify doing it is because they got funding from the BPI Music Export Growth Scheme. “I would have just pulled the plug if it wasn’t for that,” says Excell. “I’ve got a two-year-old and I can’t be away from home for that long and come back with a loss.”

Even when the band get more lucrative fees for festivals it’s still tough. They will be paid £5,000 for a festival performance this summer but the total profit after band wages (as Excell pays all his band members in full first) expenses and commissions are paid out will be £277.60. “After four albums and 15 years doing this, to still be having to gamble on whether I’m going to make anything, while everyone else gets paid a guaranteed amount, is a struggle,” admits Excell.

Such thin margins leave little wiggle room, as the space-surf band Japanese Television (who headline 100-300 capacity venues) found out when their booking agent reduced their 13-date UK and EU tour to eight shows with a five-day gap in the middle that will add a further loss of around £1,200 to a tour that is already set to lose them around £700. “Records and T-shirts are basically what keeps us going,” says the band’s Tim Jones. “The only way this tour is working for us is because we just put out our second album and we did about 60 presales on the vinyl and that was basically enough to pay for the van. It’s a hobby that just about pays for itself.”

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The question is: who else will be able to afford to pursue music as a hobby? “It depresses me how many middle and upper class people there are in the music industry,” says manager Potts. “Because the working class just can’t afford to fork out £150 a day for van hire. The only artists doing that are people who have deeper pockets and can afford to take the hit.”

Of course, every act is different in terms of what they justify as reasonable outgoings and not everyone has the same costs, but Potts says from his experience, generally speaking, bands with four or five members now need to be playing 2,000+ capacity venues nationwide to “really start to see things tip”. That tipping point is out of reach for the majority. “Most people don’t actually get to that level,” Potts says. “Just look back at any festival lineup from 10-20 years ago and see which names are still on festival bills and how many you’re like: what happened to them?”

The gap between those who are flying and those who are floundering has become even more stark. “It feels like the top 1% have become the top 0.5%,” says Martin. “The level of artists we’re talking about here that are struggling to make things stack up financially would really surprise people.”

In 2022, the Grammy-winning Pakistani singer Arooj Aftab posted on X: “Touring has been amazing. We headlined a ton, had massive turnouts and have proven ourselves in all the markets. Yet still, running tens of thousands in debt from the tour and I’m being told that it’s ‘normal’. Why is this normal? This should not be normalised.”

I’m told that one US artist – who released one of the most critically acclaimed albums of 2023, which went Top 10 and placed very highly on numerous year-end polls and was nominated for a major award – worked out that the only way she could make her UK tour work was by sub-letting her home.

It’s a far cry from Taylor Swift’s record-breaking Eras jaunt. “The very high end of the live industry is reporting record profits,” says Martin. “You can’t have a healthy music ecosystem where at one end you’ve got people going ‘we’ve made more money than we’ve ever made’ and at the other end you’ve got relatively successful artists that are sofa-surfing while signed to a major label.”

Is there an answer? “When you’re touring Europe, you realise how much state funding in the arts there is,” says Excell. “It really needs more state funding and support from the top down.”

Martin echoes this. “The government needs to start looking at spending money on the music industry as an investment rather than as a cost,” he says. “But you also need to support a sector in a time of crisis. And this is a time of crisis.”

• Pop and rock
• Music industry
• Taylor Swift

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