Experiencing Swiftdom as a Non-Swiftie

My Journey into the Taylor Swift Phenomenon

The Taylor Swift Effect

A couple of weekends ago, I had the privilege of participating in one of the defining cultural phenomena of our era: going on pilgrimage to the Taylor Swift Eras Tour in Munich.

Taylor Swift: A Music Phenomenon

Few would deny that Taylor Swift has taken over the world in many respects. Her influence began in the realm of music and entertainment, where she has swept nearly every award possible. Swift holds the record for the most Grammy Awards for “Album of the Year” (four), has won the Billboard Award for Top Artist three times, and boasts 40 AMA awards, among many other accolades. Her immense popularity was made evident when tickets for her Eras Tour first went on sale, causing the Ticketmaster website to crash. As I spent hours waiting in line under the blistering Munich summer sun, I consoled myself with the thought that millions of Swifties would envy my chance to stand in that very line.

Taylor Swift: A Global Phenomenon

In recent years, Swift’s impact has extended far beyond entertainment. The term “Swiftonomics” has been coined to describe the economic boost her Eras Tour has brought to cities around the world, with some estimating the tour’s contribution to the U.S. economy at $5 billion. When Taylor Swift ventured into the political arena, an Instagram post of hers led to 30,000 new voters registering in a single day, an event now dubbed the “Taylor Swift Effect.” In 2023, she was named Time‘s “Person of the Year,” gracing the magazine’s cover.

During the Munich concert, I witnessed firsthand the economic impact of the Eras Tour. Fans, or “Swifties,” from around the globe spent hours in line on the day before the concert, eagerly buying overpriced and low-quality merchandise.

Taylor Swift: Changing the Music Industry

Swift hasn’t just dominated the music world—she’s changed how it operates. After a dispute over the rights to her first six albums, Swift began rerecording and rereleasing them under the title “Taylor’s Version,” reclaiming ownership of her music and encouraging fans to reconnect with her work. When Apple Music and Spotify limited artists’ royalties, Swift pulled her albums from their platforms, ultimately leading to changes in how royalties were distributed. Swift’s influence is so profound that she’s been called “the music industry,” and one can’t help but wonder what other changes she will bring—not just to music, but to the world at large.

Swift’s X-Factor

However, to focus solely on Swift’s influence in the music industry or her economic impact would miss a crucial point. There’s something much more significant about Taylor Swift—something harder to quantify than awards, revenue, or profits. This “something” is what I call Swift’s X-factor, the intangible quality that has catapulted her to unparalleled stardom.

This X-factor is the reason my Swiftie wife prepared a 250-slide presentation for me in anticipation of our pilgrimage to the Eras Tour. It’s the reason for the sense of community I witnessed as Swifties exchanged friendship bracelets while waiting for the concert to begin.

Swiftdom: A Spiritual Kingdom

At its core, I believe the Taylor Swift phenomenon is a spiritual one. Whether by design or simply by being herself, Swift taps into a deep spiritual need for millions of her followers.

A New Convert in the Temple of the Faithful

On the day of the concert, we had to stand in a line that stretched over a kilometer long, under the scorching Munich sun. As we waited and the line gradually moved closer to the stadium gates, I couldn’t help but think that this sense of mass expectation must resemble that of religious pilgrims—Muslims on Hajj to the Kaaba in Mecca, Christians visiting the Church of the Holy Sepulcher in Jerusalem, or Chabad Jews visiting Rabbi Nachman’s tomb in Uman. The camaraderie among strangers exchanging friendship bracelets and guessing which “extra songs” Swift would perform felt like rituals performed before entering a sacred temple.

Thanks to my wife, a lifelong Swiftie, I was familiar with most of the songs, but amidst the hardcore fans, I felt like a potential convert among the devout. I enjoyed the music, the experience, and the spectacle, but what struck me most was the profound impact Swift has had on a generation of women. It truly felt like they were participating in something beyond a concert—like they were worshipping with fellow believers.

Growing Up with Her Fans

Part of Swift’s appeal lies in her growth and development alongside her audience. Fans who loved her as teenagers continue to resonate with her music as they grow older, finding meaning and language in her lyrics. Over nearly two decades, Swift has been a poet, sage, and imaginary friend with whom they have been able to deeply identify. This has given Swift a special place in the heart of the Swifties.

Empowering Women in a World of Men

Swift has given women, particularly those aged 20-40, language to describe their emotions and experiences. Beyond that, she has framed herself as a champion against the Patriarchy, giving many women purpose, value, and a cause to rally behind. And they adore her for it.

In a world traditionally dominated by men and masculine role models, Swift has peaked at a time when female empowerment is celebrated, yet still novel enough to be in fashion. She is, arguably, the most influential figure in pop culture today. Despite her privileged background—an upper-middle-class girl whose family supported her every step of the way (including moving to Nashville to give her access to the country music scene at the age of 14)—Swift has successfully branded herself as the voice of a disempowered group (women) and is adored for it. Her marketing team is nothing short of brilliant.

As a man, I found myself enjoying and even embracing the Swiftie experience but naturally struggled to fully identify with lyrics like “I’m so sick of running as fast as I can wondering if I’d get there quicker if I was a man.” That said, despite the potential for such lyrics to be interpreted as “anti-male,” I didn’t sense animosity towards men—just a tasteful, playful critique of social inequalities. Perhaps this is due to Swift’s “good girl” image or the fact that her views align with the mainstream of her fan base.

Is There a Taylor Swift Equivalent for Men?

As I reflected on my experience, I couldn’t help but wonder if there is an equivalent figure for young men—someone who offers the same level of meaning and spiritual impact that Swift provides to young women.

The closest comparison I could draw was the idolization of football players and sports superstars. However, even the likes of Cristiano Ronaldo, while equally popular, do not seem to provide their followers with the same spiritual fulfillment as Swift. The figures who do seem to offer young men a sense of purpose today are often found on the far-right, like Andrew Tate, espousing political ideologies that are far less mainstream and far more toxic than Swift’s messaging but, in a similar manner to Swift, come as a response to the spiritual crisis facing many young men today. Jordan Peterson, perhaps, is the closest example I could think of for a spiritual guide for many young men, but he is a public intellectual, not a pop star, and by virtue of that, his impact is very different from Swift’s.

I wonder, is there anyone out there offering the kind of hope Swift gives to young women, to young men, in a way that is acceptable in modern liberal society? Or does modern liberal society believe that men have had their turn and that it is now their primary role to make space for women? If the latter is true, does society not recognize that this will leave many men, especially those who never benefited from the patriarchy of the past, feeling left behind and neglected—an outcome that could prove detrimental to everyone?

As a new Swiftie, acknowledging the spiritual power Swift has on women, I find myself on the lookout for wholesome male role models that society celebrates as it celebrates Swift.

Conclusion

At the Eras Tour, I realized that the Taylor Swift phenomenon is more than just a series of sold-out concerts or a string of hit albums. It is a movement, a spiritual journey for millions of women who have grown up with Swift as their guide. I’m left inspired by Swift, but also with my mind full of questions regarding what this says about society.

What is your impression or experience of Taylor Swift? How does it compare to what I saw?

Is there anyone that compares to Swift, or is she the GOAT?

On the cover of TIME Magazine