They Ran the Numbers: Opening For Taylor Swift Boost Careers

New research reveals the complex reality behind the coveted opportunity of opening for major touring artists, with Taylor Swift’s Eras Tour providing a unique case study of how this exposure affects emerging musicians.

The study by Drexel University assistant professor Jeff Apruzzese, published in the Journal of the Music and Entertainment Industry Educators Association, analyzed 57 artists who opened for top-grossing tours in 2022 and 2023, tracking their streaming numbers before, during, and after the tours.

“There’s often a perception that opening for a major headliner is a guaranteed career boost for emerging artists—but the reality is far more complex,” said Apruzzese, who directs Drexel’s Music Industry program and draws from his own experience as a founding member of the band Passion Pit.

The research found that “developing” artists saw an 18% increase in streaming during tours, followed by a 6% decrease afterward. Meanwhile, “mainstream” artists experienced more modest but stable changes, while “superstar” artists not only maintained but often increased their streaming numbers after tours concluded.

Swift’s Eras Tour provided particularly illuminating data on what some call “The Taylor Swift Effect.” Artists whose music aligned stylistically with Swift’s sound tended to see more sustained benefits. Gracie Abrams, whose indie pop style closely matches Swift’s, experienced continued streaming growth after the tour ended. In contrast, Owenn, whose R&B and dance style differs significantly from Swift’s, saw a dramatic 188% streaming increase during the tour but suffered a 75% decline afterward.

The study reveals that genre compatibility plays a crucial role in an opener’s success. Artists in pop/rock, country, and hip-hop genres saw the largest streaming increases, though pop/rock artists also experienced the steepest post-tour declines.

A consumer survey of 525 people confirmed that while opening acts rarely influence ticket purchases initially, the concert experience significantly impacts music discovery. Sixty-eight percent of respondents reported discovering new bands as openers, and 50% later purchased tickets to see those artists headline their own shows.

For artists themselves, being an opener presents a mixed financial picture. Of the 47 artists surveyed, nearly 40% reported taking a financial loss to open for larger acts, as they typically must cover their own travel, lodging, and other expenses.

“Overall, while the role of opening acts in career development is undeniable, it must be viewed as part of a broader strategic framework aimed at cultivating and sustaining an artist’s presence in the competitive landscape of the music industry,” Apruzzese concluded.

The research challenges simplistic assumptions about career advancement through association with established artists, revealing instead that success depends on a complex interplay of factors including genre compatibility, continued artistic activity, and audience alignment.