Taylor Swift: also an economic phenomenon
The opinion of Professor Stefania Romenti interviewed in the newspaper "Il Giorno"
An economic impact of about 176 million euros, in terms of tickets sold and induced activities: these are the data communicated by Confcommercio regarding Taylor Swift's performance at the San Siro stadium in Milan and commented on "Il Giorno" by Professor Stefania Romenti, Proxy to Sustainability and Social Responsibility. And precisely with regard to her role, Romenti comments in these words on the impact of the event in terms of sustainability: "In the European stages of the Eras Tour, one out of every four spectators is American because there is a clear convenience: in the United States tickets are even more expensive. And think about airline flights. An issue that the artist has not yet touched so strongly compared to, for example, Coldplay, who have one of the most beautiful and creative sustainability budgets I have ever read. But mind you, at first she seemed to have ignored the political issue as well. But instead, she has taken sides, she is moving votes, and even for this election, so many are waiting-with some anxiety-when she will speak out. So I believe she will soon take a clear position on the environmental issue as well."
Romenti was also asked about the Taylor Swift phenomenon from a communications and marketing perspective. Here is her answer, "She is an artist who applies brand management to the letter: she takes care of every detail of the process of building, positioning and maintaining the brand. Starting with authenticity, very strong. Fans perceive this maximum transparency: 'She is one of us.'" A phenomenon also the subject of several dissertations, which investigate, Romenti says again in the interview, "linguistic codes, techniques to cultivate the fan base, with the continuous emotional connection, symbolic codes that revolve around her successes."
Photo banner:TAS Right Management