Most Sydney Flights Sold Out as Taylor Swift Performs

I have no idea who Taylor Swift is.

I was reflecting on this recently … I know who Taylor Swift is, it’d take quite some insulation from the world not to, but never before have I not known even the chorus of a song by an artist that was even slightly near her level of popularity.

It used to be the case that if a singer or band was popular, you couldn’t get away from their music; you’d hear it, even if you (to use Swift as an example) had zero interest in tepid bubble-gum pop. But with Swift at most I’ve read a couple of song titles, the only one I even remember is ‘cos it sounds like it’s a cover of a Bananarama song, and I’ve not been subjected to any of the music.

Which is weird because, in the past, I don’t think any artist was as big as this. I remember U2’s tour being huge, Guns ‘n‘ Roses in the early 90’s, Madonna, Dire Straights, even Pink Floyd’s Delicate Sound Of Thunder tour; but nowhere near as big as Swift, where I can be talking to my mum over the ‘phone when the ABC news comes on her TV & she’s telling me Swift is the leading story ‘cos she’s arrived in the country & ate at some restaurant or other.

It’s probably a change in the machinations of the music industry, they’re selling the Swift rather than trying to sell the music ‘cos the music’s not particularly saleable.

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It’s probably a change in the machinations of the music industry, they’re selling the Swift rather than trying to sell the music ‘cos the music’s not particularly saleable.

How do you know that if you don’t know the music?
Ok you are probably right, but perhaps your listening habits have changed. I listened a lot to the radio when I was younger, but now less so and when I do it is less likely to be a station playing TS. My kids don't listen to the radio at all, so even if they pump out music it is streamed, so no DJ telling you who is playing. (I discovered I did know some TS songs afterall.)
In the end TS puts out a 3+ hour concert I believe. Credit where credit is due. If you half like her, that is a good deal.
And hats off to the promoter. Multiple releases of tickets you couldn't get. Non stop publicity.
Now I never want to hear about TS again.

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Meanwhile Coldplay played recently in Perth twice only

Flights were full - prices horribly high

It’s similar to the big sports event phenomenon (AFL Grand final or Soccer when it was played in places other than Sydney)

But it’s also to do with how they Taylor their yield management strategies.

They’re Swift to drive the dynamic auction style pricing structure

They’re Swift to take advantage of the last few seats being sold at the highest of prices because of high demand

They could hold and release seats later or actually not raise the prices for the last seats - they can Taylor Swiftly practically any tactic but let’s face it. High demand makes for willingness to pay through the nose cause the person “just has to be there” FOMO

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We saw similar lack of flights when Cold Play performed in Perth only. Scarcity creates FOMO and the desire to be part of the exclusive club that was "there" drives demand and the rest is economics 101.

If you plan to go, buy plane tickets and accomodate early; if you are travelling for other reasons at this time try to be flexible.

Any market researcher will tell you that a huge portion of Gen Z value experiences over assets. And from what Ive seen plenty of Gen X and Gen Y parents forking out huge $$$ to give their kids the Taylor experience.

It’s probably a change in the machinations of the music industry, they’re selling the Swift rather than trying to sell the music ‘cos the music’s not particularly saleable

Now I am not a Swiftie and given the average age here skews older, few here would be in her fan base demographic but to claim here music is not saleable is just ignorant of the facts.

Tay Tay is 34, she has been in the charts since she was 16, Gen Y, Gen Z and the Alphas have grown up with her music; that a massive fan base.

Her most successful album has sold 14million copies and is still selling. Look at the ARIA charts, she currently has 9 of the top 20 albums and 6 of the top 20 singles. She is also the most streamed artist on Spotify of all time.

Love her or hate her, you cant deny the success. She is clearly resonating with the majority of under 40s. She writes (music and lyrics) and performs; has taken control of her back catalogue by re-recording earlier material that was profiting others and by all reports is very generous to her crews giving huge bonuses over xmas last year. A savvy business woman to boot.

I'm in the indifferent category, I do not actually mind some of her songs (and if you listen to FM commercial radio or shop at Coles/Woolies I guarantee you will have heard a lot of it).

I personally dont understand why the Beatles were/are so popular, different music resonates with different fan bases. Tay Tay isnt going anywhere. I don't begrudge the fans having their moment; the level of passion Ive seen from them is amazing, they are sharing the joy.

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