Taylor Swift wraps up Eras tour at the top; what's next for her career

Photo: Instagram/@taylorswift

Taylor Swift has just wrapped up her historic, nearly two-year-long Eras tour, which has shattered records, made history, and even caused literal earthquakes. The tour grossed an astounding $2 billion and brought together millions of fans from all over the world. With such an incredible accomplishment behind her, the question now is: What could the planet’s biggest star possibly do next?

Many think Swift, who will turn 35 this Friday, should take a break. Andrew Mall, an ethnomusicologist at Northeastern University, said, "Taylor Swift just needs to rest, frankly." After all, Swift has been on a non-stop roll—releasing nine albums in just five years, plus a concert movie.

Her Eras tour, a career-spanning global odyssey, was unlike anything that had come before it. She performed 149 shows worldwide, each lasting more than three hours. Tickets for the shows sold for huge prices, drawing in millions of fans, with many more watching from outside when tickets sold out. The massive demand showed how much her fans love her and her music.

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Despite the success, some believe it will be hard for Swift to top this achievement right away. Mall explained, "There's just no possible way she can turn around and launch something else that has as large an impact, culturally and economically."

Kristin Lieb, a professor at Emerson College, says the question of what comes next is not even fair. She compared it to a sports team finishing a big season and immediately being asked, "What’s next?" She believes this constant pressure to be productive is a cultural issue we need to reconsider.

Still, in the world of entertainment, there's always an eye on what's new and fresh, and fans are already curious about what Swift will do next. One thing Swifties are eagerly waiting for is her next Taylor's Version albums. Since 2021, Swift has been re-recording her first six albums to own the rights to them. She has two albums left to re-record: Reputation and Taylor Swift.

Additionally, Swift was nominated for six Grammy awards in February, including three of the biggest categories, for her latest album The Tortured Poets Department. Fans are excited to see what surprises she might have in store at the Grammys, just like she did last year when she announced her new album during her acceptance speech.

But as her career reaches new heights, a bigger question arises: How does an artist like Taylor Swift define success when she’s already a global superstar with fame and fortune?

"She's the biggest star in the world," said Lieb. "That is entirely up to her at this point." The possibilities are endless. Swift could release live albums, start a Las Vegas residency, or even launch more products under her highly successful brand. She has already been announced as the writer of an original screenplay and plans to make her directorial debut with Searchlight Pictures—perhaps setting her sights on an Academy Award in the future.

However, one thing is clear: Swift doesn’t need to keep constantly releasing new content to stay relevant. She has built a strong community of loyal fans, the Swifties, who are deeply connected to her music and her journey. Much like the Grateful Dead's fanbase, Swift's fans follow her with great devotion. According to Lieb, Swift's fans would respect her if she decided to take some time for herself. “I think she’s cultivated a relationship with them such that they could hear that and respect that."

It’s important to note that the Eras tour didn’t come out of nowhere. It grew from years of making music and connecting with fans. So, Swift might want to take some time to work on new music before attempting another major milestone, if that's what she chooses.

While many people have their expectations for what Swift should do next, Lieb suggests that Swift herself might want to consider what would challenge and fulfill her personally. After all, she's not just a megastar—she has a personal life, too. For over a year, she has been publicly dating NFL star Travis Kelce, and perhaps she simply wants to take a break to enjoy life outside of the spotlight.

In the end, a major question remains: Does Taylor Swift need us, or do we need her? As Mall pointed out, “I think she doesn’t need us, right?” Taylor Swift has built her legacy, and now it’s her turn to decide what comes next.

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