A billion-dollar tour, a record-breaking concert film and two Grammy awards to add to her now 14-strong collection: 2024 was the year Brand Taylor got its capital B. Such is her power, Taylor Swift didn’t only line her own pockets with the Eras tour, she boosted the economy of every country she visited (22 in total, performing 152 shows over two years), with the UK reporting a £997 million surge in spending across her 15 shows over the summer – in London, Liverpool, Cardiff and Edinburgh.
Fans loved it too, forming friendships and swapping bracelets – London Swifites were even treated to an on-stage cameo from her beau, Travis Kelce, who carried her across the stage during I Can Do It With A Broken Heart. But that’s her speciality, isn’t it? Providing fans with exciting moments that give an insight into her personal life, all while keeping them guessing on who her songs are about. In fact, if her rise from pop princess to industry queen proves anything, it’s that Swift knows how to manufacture an insatiable fanbase.
Since her country music inception in 2006, she has been adept at building personal relationships with fans – she’s confessed to staying up at night stalking Tumblr stan accounts, sending gifts to her biggest supporters and hosting album release parties with them at her house. When CDs were a thing (RIP), she’d leave hints in lyric books about who a song was about by capping up specific letters – an ‘Easter egg’ strategy she’s since implemented in music videos, clothing choices and even speeches to give fans clues about upcoming projects.
That’s perhaps why fans were so taken aback when her April album release, The Tortured Poets Department, appeared to be inspired by The 1975’s Matty Healy – whom Swift had only publicly dates for a few months in 2023. Fans expected 16 tracks about her six-year relationship with actor Joe Alwyn, whom she split from in April 2023 – and expressed their confusion when only three of the songs reflected details of their relationship (at least, as much as is publicly known about it). Was it part of her strategy? TTPD was just scandalous enough to remind fans that they actually don’t know her and certainly kept her name in the headlines as journalists scoured for evidence of a longer history with Healy.
Ten years ago, Swift already had five hit albums, but few could imagine she’d reach the sheer level of influence she has today. While her talent is undoubtedly the main reason why she is so popular, it’s impossible to talk about her brand without referencing a love life that has kept the public gripped for years. Intrinsically linked with her music, it’s part of what makes fans feel like they can relate to her – a song about being brutally dumped? It could be about Joe Jonas – or your first boyfriend. That tune about feeling inadequate dating an older man? It might be Jake Gyllenhaal for Swift, but for you it’s that weirdo who hung around your sixth form after graduating uni.
The year, we watched Swift’s relationship with NFL star Kelce play out from the sidelines of his matches and her tour. Their matching outfits and PDAs make them the dream celebrity couple, and a redemption arc in Swift’s otherwise scarred love story that gives even the most broken-hearted cynics hope. As her success this year proves, no one does redemption quite like Swift.
Other vociferous women who ruled pop this year
Sabrina Carpenter ho(r)ned craft
Her new brand – of being very short and very horny – was refreshingly fun to watch. Barry Keoghan being on her arm wasn’t so bad either.
Charli racked ‘em up
We mean hits, of course, Her Brat era gave Charli XCX her first number one single in 10 years and produced a global aesthetic that won’t die.
Chappell Roan thew out the rulebook
Yelling back at rude paparazzi, calling out intrusive fans and cancelling shows, the star put her emotional wellbeing first.
Raye broke free – and soared
‘I’m done with being a polite pop star,’ she said in 2021. Three years later, having ditched her former record label, she took home six BRIT Awards.
Georgia Aspinall is senior editor at Grazia UK, previously features editor. As well as writing and editing features for both digital and print, she co-ordinates Grazia's campaigning efforts and is responsible for our parenting channel, The Juggle.