Then she spreads her arms and smiles at the crowd. Almost 60,000 fans, who have traveled from all over the world to the inconspicuous town of Gelsenkirchen, can no longer be contained. There is cheering, screaming, and even crying.
During the first songs, which are songs from her album “Lover”, Swift sings and dances in a pink bodysuit across the seemingly endless stage. Then the 34-year-old pauses and says the words that so many here have been waiting for for so long: “Gelsenkirchen, welcome to the “Eras Tour”!”
Complete ecstasy
Swift lets the cheering that follows sink in for a moment. Complete ecstasy is normal for her – wherever she appears, she is greeted frenetically by her “Swifties”. The singer has been traveling the world with her “Eras Tour” for over a year. It is a musical journey through her creative phases – she dedicates a separate stage set to each “era”. To call the show ambitious would be an understatement: 45 songs are on the set list, and a concert lasts three and a half hours.
The fact that this production, which is huge in every respect, is not being performed in Berlin, but three times in Gelsenkirchen, had previously even caused international ridicule. US presenter Jimmy Kimmel joked that no one had ever heard of “Gelsenkirchen, Germany”. “Perhaps it doesn’t even exist.”
“Main prize” for the image
Fans from the USA, Canada, South Africa and many European countries can now see for themselves that the opposite is true. Cultural scientist Jörn Glasenapp had previously described the Swift concerts as a “grand prize” for Gelsenkirchen’s image. The city reported that the hype surrounding the “Eras Tour” was even greater than the interest in the games at the European Football Championship in Gelsenkirchen.
In terms of pop perfection, the musician is setting new standards with the “Eras Tour”. The fact that she never seems arrogant or too distant in her gigantic production is probably due to one thing in particular – Swift is friendly, and somewhere behind the professional she is also human. Her true strength as a pop artist lies in always making this touch of approachability tangible.
When she enjoys the standing ovations following the ballad “Champagne Problems” for minutes, makes faces with her dancers, or smiles her famous smile, it comes across as sympathetic. Then you believe her joy at being able to play this show – here in Gelsenkirchen. Just as the people in Milan, Zurich and Amsterdam believed her a few days earlier.
“We are a sister”
If you ask “Swifties” in line outside the arena what they love regarding this pop star, the most common answers are: “She’s real.” “She’s like a sister.” “I look up to her.” These answers are no coincidence. Swift and her team have spent years working through fan events and social media posts to perfect her as the superstar next door.
The strength of the “Swifties” as a fan community is demonstrated by the example of “Taylor’s Version”: After a dispute with her old label, Swift began re-recording her first six albums in order to regain the rights to them. The fans have repeatedly ensured that the new old music has broken streaming records.
Now there are two reissues left: “Reputation” (2017) and her debut album “Taylor Swift” (2006). It is possible that she will release one or both albums during the current tour. It is also conceivable that she will only complete the “Taylor’s Version” project following the tour.
What seems completely open, however, is the question of how Swift intends to continue her career. The “Eras Tour” has catapulted the already famous singer to a level that can hardly be compared. The US musician Billy Joel spoke of a “Swiftmania” in reference to “Beatlemania”. How much more can this euphoria be increased?
A new album would probably be the easiest step. In the recent past, however, Swift has also expanded her artistic palette and has directed several music videos. Industry magazine “Variety” reported on a feature film deal with the studio Searchlight Pictures.
Pop machine on tour
At least many fans are hoping for private happiness – an engagement and family with her boyfriend Travis Kelce. The two have been a couple for a good year. According to pixelated photos and videos on social networks, Kelce is also watching from one of the boxes in Gelsenkirchen. It is by no means his first visit to a concert by his loved one. At one of Swift’s performances in London, the NFL star was even part of the choreography on stage.
What is clear is that the “Eras Tour” will end this year. Swift had already announced this in June at the 100th show in Liverpool.
Swift is a pop machine, and of course there is plenty of room for criticism. Her private flights are bad for the climate. Her exclusive contracts with giant companies like Ticketmaster and Live Nation are bad for the music industry. But what cannot be doubted is the sense of community that her machine reliably produces time and time once more.
The “Eras” happiness engine works in Nashville as well as London, in Singapore as well as Buenos Aires. And it also bathes Gelsenkirchen in colorful sparkling lights for a few hours. Two more shows are still waiting in the Ruhr area before Swift plays four more German shows in Hamburg and Munich. In August she will be performing three concerts in Vienna.
