Urban List boards Taylor-mania train with new ‘cultural movement’

February 15, 2024 10:00

Urban List has joined the Taylor-mania train ahead of Taylor Swift’s Australian arrival tomorrow, releasing a deep dive into how mammoth music events, such as the pop star’s Eras Tour, reshape tourism and provide opportunities for brands to connect with highly engaged audiences.

It comes a few days after a study by Live Nation showed the crucial role live music plays in brand loyalty.

The study found that 75% of people are more likely to sign up for a new brand loyalty program offering live music perks, with discounted tickets the most sought-after, along with “comfort” VIP services at the event.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.