Taylor Swift is shaping our culture. How did that happen? | CBC News

Many consider the "Taylor effect"—referring to Swift's significant influence on both the music scene and broader culture—a hallmark of the 21st century. But what truly drives this phenomenon, and how did it achieve such prominence?

Swiftmania Hits Toronto: A Blend Of Talent And Mystery

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· Published: November 14, 2024, at 4:00 AM EST | Updated: 2 hours ago

For some of her supporters, Taylor Swift represents more than just a pop star; she is seen as a significant figure in history.

The singer-songwriter has achieved a range of classic celebrity accolades, including being dubbed America's Sweetheart, the Princess of Country, and even the latest Queen of Pop. Additionally, she has developed a kind of fame that many pop culture analysts believed couldn't be attained in today's world of diverse and individualized media viewing.

"She really shook things up in the music world," fan Samantha Gallant shared with CBC during a Taylor Swift dance party in Halifax, talking about Swift taking back control of her master recordings.

She’s encouraging other artists to realize that they can take control of their own work too. They don't have to allow something they've dedicated their entire lives to remain in someone else's possession.

For some, Taylor Swift represents something even more significant. She's not merely a pop sensation; she's at the forefront of a cultural phenomenon. This view has been echoed by various figures, including Prime Minister Justin Trudeau, who has even requested her to come to Canada, and Ringo Starr, who likened the frenzy around her to the Beatlemania experienced in the 1960s.

Cities have also yielded to her influence, appreciating the economic boost her performances provide. Her upcoming shows in Toronto are expected to generate $282 million for the local economy during her six-day stay.

As she prepares for her debut performances in Toronto this week, fans in Canada's busiest city appear even more convinced of their stance: the "Taylor effect" — Swift's powerful influence on the music industry and broader culture — has become a hallmark of the 21st century.

So, how significantly has Swift really made an impact? What exactly is the Taylor effect all about, and how did it grow to such prominence?

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Grasping Your Fan Base

Over the past twenty years, Swift's influence is evident in the figures: The New York Times reports that she has sold more albums than Britney Spears and, when factoring in her Taylor's Version rerecordings, has surpassed Michael Jackson as well. By the close of 2023, her Eras Tour made history by being the first tour to earn over a billion dollars in the US.

According to Richard Trapunski, the national editor of Billboard Canada, it's clear why she has resonated so strongly with her generation. Since the release of her first album in 2006, Swift has created a captivating narrative around her music. Fans perceive every aspect of her artistry, including her songwriting, album releases, and fashion choices, as layered with hidden significance.

According to Trapunski, Swift has intentionally contributed to this situation by shaping the story of her own career. He referred to her well-known battle to regain ownership of her master recordings. This struggle has led her to re-record and release her earlier songs after Scooter Braun, a prominent adversary of Swift's, acquired her previous label, Big Machine Records, in 2019.

Her career has been extensive and marked by many changes. She began as a teenage country-pop sensation and has continually evolved her image and artistic phases over time.

Now, she has harnessed that influence to create the Eras Tour, a performance that aims not only to showcase her latest album but also to highlight the wide range of her career. According to Trapunski, this can be inspiring for her fans.

By blending an enigmatic persona with the image of a woman who controls her own fate, she has crafted a nearly irresistible media presence, he remarked.

"Not many artists have a grasp on their audience like Taylor Swift does," he stated.

I believe she truly grasps what her fans are looking for and knows how to provide that in a manner that will almost certainly land her at the top of the charts for just about everything.

Meanwhile, the length of her career has only intensified the excitement surrounding her. According to Canadian music writer Melissa Vincent, as her contemporaries start having children, Swift's enduring appeal gives them even more motivation to introduce her music to the next generation.

"You’re entering a phase where fans are sharing their experiences with the next generation. Some of them are at a point where they could be introducing their daughters to her music or even playing her songs for their unborn children."

"Taylor Swift has a universal appeal that resonates with people of all ages," shared Geena Kelly, a supporter from Halifax. "I'm 33 years old now, and I can still recall belting out the songs from her first album back when I was in high school and in my twenties."

"She has been by my side through everything."

"The Enigmatic Beauty Within Her"

Taylor Swift's approach to staying at the top for such an extended period has faced some scrutiny. Culture critic Niko Stratis pointed out that she has managed this by keeping her political influence to a minimum.

"According to Stratis, we've witnessed her struggle to express herself, go silent at times, choose when to speak up, and ultimately determine how she wants to participate in various political discussions."

This isn't to imply that Swift never voices her opinions. Earlier this year, she showed her support for U.S. presidential candidate Kamala Harris. However, according to Stratis, this endorsement came a bit late for the singer, considering her popularity relies on her ability to resonate with a diverse audience. Swift only began to clarify some of her political views back in 2019.

"She’s somewhat like a blank canvas in that way," she explained. "She supports people, but only at the very last moment. She tends to stay quiet because that’s just part of her intriguing appeal."

For emerging stars today, that influence remains just as powerful.

"Absolutely," said Calgary pop artist Devon Cole when discussing the influence of the singer. "Taylor Swift paved the way for us—[making it possible for] emerging feminist writers to flourish."

Although Cole acknowledges that many of Swift's talents have influenced her own career, she believes that Swift's greatest achievement goes beyond politics, marketing, or fan engagement. It’s her rare gift, among contemporary artists, to create songs that resonate with universal feelings and experiences.

"She has a remarkable talent for transforming her deeply personal experiences into art that resonates with everyone," she explained.

"I make an effort to follow that approach. I doubt I'm the only songwriter who deeply admires her — she's truly a poet in every sense."

Jackson Weaver works as a reporter and film reviewer for CBC's entertainment news team based in Toronto. You can contact him at [email protected].

Featuring contributions from Eli Glasner and Griffin Jaeger.