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Taylor Swift is flexing her economic muscles again with the return of her tour and a new book

Dan DeFrancesco   

Taylor Swift is flexing her economic muscles again with the return of her tour and a new book
Entertainment5 min read
  • This post originally appeared in the Insider Today newsletter.how

Hello there! If you're planning on ordering some takeout this weekend, don't use your work account. Meta fired employees for abusing its $25 Grubhub meal perk.

In today's big story, Taylor Swift has a new book coming out, but how she's doing it might create some bad blood with publishers.

What's on deck:

But first, the publishers are going to hate, hate, hate.


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The big story

Book publishing (Taylor's version)

Taylor Swift's "Eras Tour" returns tonight in Miami, but the megastar's influence and power were already on display earlier this week.

On Tuesday, Swift announced plans to self-publish "The Eras Tour Book," a behind-the-scenes look at her record-breaking tour that'll be released exclusively at Target on Black Friday.

It's the latest example of the billionaire bucking traditional business norms, writes Business Insider's Samantha Grindell and Madeline Berg.

From her music to her tour and the accompanying movie, Swift often avoids industries' typical power players and takes a more do-it-yourself approach. The benefits are twofold: Creative control and more money for herself.

Which is why Swift's announcement is such a bummer for the publishing industry.

News of a Taylor Swift book should have sent a publisher jumping for joy at the potential revenue. (Rest assured, it will be a bestseller.)

Big stars like Swift are exactly who book publishers are banking on these days. Instead of unknown authors, books by celebrities are viewed as a better bet.

But Swift shaking off publishers to do it herself could inspire other celebrities to follow in her self-publishing footsteps, upending the business. And while few, if any, have such devoted fans, that doesn't mean they won't try.

In the meantime, Swift's tour returns to the US as the economy is on the cusp of nailing its soft landing.

Last time around, Swift helped prop up an economy battling inflation, slow wage growth, and overall bad vibes.

Things are in much better shape now. With one interest-rate cut in the books and more (hopefully) on the way, most experts view the risk of a recession as firmly in the rearview mirror.

But even so, Miami, New Orleans, and Indianapolis — her remaining US tour dates — won't mind Swift coming to town. The artist's impact on local economies is eye-popping. The revenue generated for local businesses in Glendale, Arizona, the kickoff location for the tour last year, reportedly rivaled what the Super Bowl brought in.

In total, last year's 53-show run in the US generated an estimated $4.6 billion in US consumer spending.

All that spending does come with some risks. "Mega-events" like Swift concerts create demand shock among consumers that could push inflation higher, according to UBS. And with a hotter-than-expected September inflation report, we're not fully out of the woods.


News brief

Top headlines


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3 things in tech

  1. What ASML and TSMC's roller-coaster earnings can tell us. It's been a bumpy week for AI, with a downbeat earnings report from ASML followed by blockbuster results from TSMC. Still, the chip boom is far from over; analysts told BI they expect continued AI-chip growth in the short to medium term.
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3 things in business

  1. AWS CEO addresses Amazon's new return-to-office policy. Matt Garman said nine out of 10 employees were "excited" to get back to the office as he explained the reasoning behind the five-day RTO mandate at an all-hands held Thursday. A transcript leaked to BI also shows he said there were days when his team "didn't really accomplish anything" because of remote work.
  2. Netflix beat earnings expectations again. The streamer added more than 5 million new subscribers and notched $9.83 billion in quarterly revenue, surpassing analysts' predictions. Not very long ago, it was reasonable to wonder how Netflix would pay its bills. Not anymore.
  3. Texas' economy is on California's heels. While California still has the highest GDP in the US, Texas is close behind. By wooing big companies and new residents, Texas has supercharged its economic growth — but in doing so, has left some residents fed up and priced out.

What's happening today

  • American Express and other companies report earnings.

The Insider Today team: Dan DeFrancesco, deputy editor and anchor, in New York. Jordan Parker Erb, editor, in New York. Hallam Bullock, senior editor, in London. Milan Sehmbi, fellow, in London. Amanda Yen, fellow, in New York.


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