Taylor Swift is one of the biggest musical phenomena of recent years, with nine songs that have reached No. 1 on the Billboard chart and 42 songs that have made it into the top 10. But the popular 33-year-old singer is also part of an economic phenomenon. In connection with her successful Eras Tour, the Federal Reserve Bank of Philadelphia drew attention earlier this year to its impact on the city’s economy: in May, coinciding with the artist’s tour, the hotel industry recorded its highest revenue since the pandemic began. 

In late September, her attendance at two National Football League (NFL) games—the most popular sport in the United States and the league with the highest average attendance per game among all official sports worldwide—to see Travis Kelce, star of the Kansas City Chiefs and the singer’s rumored boyfriend, sent shockwaves through the sport. Sales of Kelce’s jerseys skyrocketed by 400%, and ticket prices for the second game rose by 173% within 24 hours of her appearance at the first game. The buzz was so intense that the NFL changed the description of its X/Twitter account to “NFL (Taylor’s version).”

The Taylor Swift phenomenon highlights the impact that the so-called “orange economy” can have. According to Bloomberg Economics, concerts by Swift and Beyoncé, along with the premieres of the movies *Barbie* and *Oppenheimer*, are estimated to have injected $8.5 billion into the U.S. economy in the second quarter of the year, with annualized real growth between July and September of 0.7% in U.S. personal consumption and 0.5% in GDP.