The Midnights Era
2022 – 2024
“Meet me at midnight.” With the release of her tenth studio album, Midnights, in October 2022, Taylor returned decisively to the center of pop after spending the early years of the decade exploring folk sounds. For female artists over the age of 30, maintaining—let alone expanding—mainstream pop dominance is rare. Few have managed to do so while actively reshaping the culture around them. For Taylor, however, the pivot paid off. Midnights debuted to widespread critical acclaim and overwhelming commercial success. Yet the true turning point of the era arrived months later, when “The Eras Tour” began. As it unfolded in 2023, tens of thousands of fans regularly gathered outside sold-out stadiums, eager to experience the event even without tickets, while crowds of more than 70,000 filled venues night after night inside. It became increasingly clear that something larger was taking shape. Sixteen years into her career, Taylor had entered an unprecedented cultural moment—one that extended far beyond music charts or tour grosses. Welcome to Taylormania.
Beginning of Era
The Midnights era began on August 28, 2022, when Taylor announced the album while accepting the “Video of the Year” award at the MTV Video Music Awards, revealing it as a pop project centered on “13 sleepless nights” from across her life.
End of Era
The Midnights era effectively ended on February 4, 2024, when Taylor accepted the Grammy Award for “Best Pop Vocal Album” for Midnights and used the moment to announce her next project, THE TORTURED POETS DEPARTMENT, signaling the start of a new era.
Associated Albums
Midnights (2022)
Tour
During “The Eras Tour,” the Midnights set closed each night, serving as the final chapter of Taylor’s journey through her musical eras and a culmination of her evolution to her most current self.
Aesthetic
The Midnights era embraced a nocturnal aesthetic that captured the mood of sleepless nights and introspection. Visuals and styling leaned into deep midnight blues and soft lavenders, while clocks and vinyls hinted at nostalgia and the passage of time. Drawing on 1970s inspiration, the era balanced melancholic, solitary moments—drunken nights alone in an apartment—with glittering, fierce nights out.
Style
Thanks to Midnights, friendship bracelets became a hallmark of the fandom. Beyond that, Taylor’s fashion blended 1970s-inspired, laid-back pieces with luxury jewelry and statement accessories. She often paired collared sweaters and wool sweater vests with wide-legged corduroys in neutral tones, while for evening moments she favored sparkling celestial sequin dresses and glittery eyeshadow, often layered under faux fur coats. Her long, wavy hair completed the looks.
Nearly a decade earlier, Time had famously declared, “Taylor Swift Is the Music Industry.” By 2022, anyone even remotely tuned into pop culture knew she had only grown more omnipresent since. She was one of the most successful entertainers of all time, her place in history firmly established—but the release of Midnights made her previous eras of dominance suddenly seem to pale in comparison. With the alternative successes of folklore and evermore, and the re-recordings project that introduced her early catalog to a new generation, the stars had aligned for the phenomenon she was about to become.
Taylor’s accomplishments as an artist—culturally, critically, and commercially—were so legion that to recount them seemed almost beside the point. As a pop star, she sat in rarefied company, alongside Elvis Presley, Michael Jackson, and Madonna; as a songwriter, she had been compared to Bob Dylan, Paul McCartney, and Joni Mitchell. As a businesswoman, she had built an empire worth over $1 billion. And as a celebrity she had long commanded constant attention and knew how to use it. In an interview with Time in December 2023, Taylor reflected:
Taylor’s accomplishments as an artist—culturally, critically, and commercially—were so legion that to recount them seemed almost beside the point. As a pop star, she sat in rarefied company, alongside Elvis Presley, Michael Jackson, and Madonna; as a songwriter, she had been compared to Bob Dylan, Paul McCartney, and Joni Mitchell. As a businesswoman, she had built an empire worth over $1 billion. And as a celebrity she had long commanded constant attention and knew how to use it. In an interview with Time in December 2023, Taylor reflected:
«This is the proudest and happiest I’ve ever felt, and the most creatively fulfilled and free I’ve ever been. Ultimately, we can convolute it all we want, or try to overcomplicate it, but there’s only one question: Are you not entertained?»
The answer was “Yes.” She became the main character of the world. To discuss her movements felt like discussing politics or the weather, a language spoken so widely it needed no context. And so, when Time named her 2023’s “Person of the Year,” their statement from 2014 had become prophecy: Taylor didn’t just dominate pop culture that year—she was pop culture.
Midnights
Midnights tells the stories of 13 sleepless nights scattered throughout Taylor’s life. It launched Taylormania.
Songs on Midnights
Read Taylor’s prologue for Midnights, then dive into the stories behind the songs of the album.
The Eras Tour
“The Eras Tour” is the highest-grossing concert tour of all time and a tribute to Taylor’s career, including Midnights.
Laying Low in London
Taylor is very good at staying off the radar when she wants to, and the period leading up to the Midnights era was no exception. After stepping out in New York City in November 2021 for her SNL performance of the “All Too Well (10 Minute Version),” she spent the following months privately working on a new project with close friend Jack Antonoff—what would eventually become Midnights. Much of that time was also spent in her chosen hometown of London with then-partner Joe Alwyn. Over the New Year, tabloids swirled with engagement rumors that were neither confirmed nor denied, fueling a media frenzy desperate for any sign of Taylor. Paparazzi eventually caught her in Brooklyn with her parents at the start of February, her left hand tucked firmly into the pocket of her coat.
Public appearances were rare. In May, she reemerged to accept an honorary doctorate from New York University, delivering a 20-minute commencement speech for the Class of 2022 that was livestreamed to millions of fans worldwide:
Public appearances were rare. In May, she reemerged to accept an honorary doctorate from New York University, delivering a 20-minute commencement speech for the Class of 2022 that was livestreamed to millions of fans worldwide:
«Every choice you make leads to the next choice which leads to the next, and I know it’s hard to know sometimes which path to take. There will be times in life when you need to stand up for yourself. Times when the right thing is to back down and apologize. Times when the right thing is to fight, times when the right thing is to turn and run. Times to hold on with all you have and times to let go with grace. Sometimes the right thing to do is to throw out the old schools of thought in the name of progress and reform. Sometimes the right thing to do is to listen to the wisdom of those who have come before us. How will you know what the right choice is in these crucial moments? You won’t. How do I give advice to this many people about their life choices? I won’t. Scary news is: You’re on your own now. Cool news is: You’re on your own now.»
Over the summer, she made a handful of appearances at film festivals to promote her acclaimed short film for “All Too Well” and joined HAIM (the sisters are some of her closest friends) on stage at London’s O2 Arena to perform “Love Story” and “Gasoline,” marking her first performance for a crowd of thousands since the pandemic. Beyond that, there was silence—the calm before the cultural storm that was about to unfold.
Timeline of the Midnights Era
Explore some of the defining moments of the Midnights era and dive into the stories behind them in more detail below.
August 28, 2022Beginning of Era
Album Announcement
The Midnights era kicked off on August 28, 2022, when Taylor announced the album while accepting "Video of the Year" at the MTV VMAs, dazzling in a bejeweled mini: "I thought it might be a fun moment to tell you that my brand new album comes out October 21. And I will tell you more at midnight."
October 21, 2022Album
Release of Midnights
Midnights was released on October 21, 2022, and just three hours later, Taylor unveiled the extended version, Midnights (3am Edition), featuring seven bonus tracks. "Midnights is a collage of intensity, highs and lows and ebbs and flows. Life can be dark, starry, cloudy, terrifying, electrifying, hot, cold, romantic or lonely."
March 17, 2023Start of Tour
The Eras Tour
"The Eras Tour" began in March 2023, showcasing a career-spanning setlist that took fans through every chapter of Taylor’s musical journey. Its unprecedented scale and demand cemented her cultural impact, quickly becoming the highest-grossing concert tour of all time and redefining what a pop superstar could achieve.
February 4, 2024End of Era
Album of the Year
The era culminated on February 4, 2024, when Taylor won her historic fourth "Album of the Year" Grammy for Midnights, celebrating both her artistic achievement and cultural impact with "The Eras Tour." That night, she also announced her next project, THE TORTURED POETS DEPARTMENT, signaling the start of a new era.
Meet Me At Midnight
Taylor made her grand return to the spotlight on August 28 at the MTV Video Music Awards in Newark, where she was nominated for five awards, including “Video of the Year” for All Too Well (The Short Film). She looked every inch the ever-lovely jewel (to quote her 10-minute hit) in a sparkling Oscar de la Renta dress covered in thousands of shimmering stones, paired with chandelier-inspired Christian Louboutin heels and sparkling Lorraine Schwartz diamond drop earrings and rings. Fans speculated this was an Easter egg for Reputation (Taylor’s Version), but little did they know that Taylor had a much bigger surprise in store.
While accepting the “Video of the Year” award a couple of hours later, she revealed the secret she had been keeping for nearly a year:
While accepting the “Video of the Year” award a couple of hours later, she revealed the secret she had been keeping for nearly a year:
«I had made up my mind that if you were going to be this generous and give us this [award], I thought it might be a fun moment to tell you that my brand new album comes out October 21. And I will tell you more at midnight.»
Taylor kept her promise, taking to social media shortly after to reveal the title and theme of her tenth studio album. Midnights would (unsurprisingly) feature 13 tracks about sleepless nights scattered throughout her life. “We lie awake in love and in fear, in turmoil and in tears. We stare at walls and drink until they speak back. We twist in our self-made cages and pray that we aren’t—right this minute—about to make some fateful life-altering mistake. This is a collection of music written in the middle of the night, a journey through terrors and sweet dreams. The floors we pace and the demons we face. For all of us who have tossed and turned and decided to keep the lanterns lit and go searching—hoping that just maybe, when the clock strikes twelve…we’ll meet ourselves.”
Taylor’s Street Style
During the Midnights era, Taylor’s fashion blended modern ease with subtle luxury. She favored neutral tones like black, grey, blue, and white, often wearing wide-legged pants with chunky boots, sandals, or grungy oxfords. Shirts were casually untucked, and caps were a favorite accessory for added privacy. For nights out, she embraced sparkling celestial sequin dresses, and her long, wavy hair completed the look, bridging casual comfort with sophistication.
Songwriter-Artist of the Decade
Ahead of her next album release, Taylor spent more time stateside again, though she was only spotted publicly on rare occasions, mostly in New York. She also returned to her hometown of Nashville, where she was honored as the “Songwriter-Artist of the Decade” by the Nashville Songwriters Association International for her contributions to country music throughout the 2010s. The organization had previously named her “Songwriter-Artist of the Year” a record-breaking seven times between 2007 and 2015.
On September 20, she accepted the award at the historic Ryman Auditorium, delivering a 13-minute speech reflecting on her journey and lyrical process. Notably, she told the audience that she categorizes her lyrics in the way others categorize musical genres, breaking her lyrics down into three categories: Quill, Fountain Pen and Glitter Gel Pen:
On September 20, she accepted the award at the historic Ryman Auditorium, delivering a 13-minute speech reflecting on her journey and lyrical process. Notably, she told the audience that she categorizes her lyrics in the way others categorize musical genres, breaking her lyrics down into three categories: Quill, Fountain Pen and Glitter Gel Pen:
«I’m up here receiving this beautiful award for a decade of work, and I can’t possibly explain how nice that feels. Because the way I see it, this is an award that celebrates a culmination of moments. Challenges. Gauntlets laid down. Albums I’m proud of. Triumphs. Strokes of luck or misfortune. Loud, embarrassing errors and the subsequent recovery from those mistakes, and the lessons learned from all of it. This award celebrates my family, and my co-writers, and my team. My friends, and my fiercest fans, and my harshest detractors, and everyone who entered my life or left it. Because when it comes to my songwriting and my life, they are one and the same.»
Before concluding her speech, Taylor shared: “Writing songs is my life’s work, my passion, and my never-ending thrill. I am deeply moved that you, my peers, have chosen to honor me for work I would still be doing, even if I had never received recognition for it. […] Writing songs is a calling, and to have it be your career is a rare and incredible blessing. Every day, you must be grateful for it—and for all the people who believed your words were worth listening to. This town [Nashville] is the school that taught me that. To be honored by you means more to me than any of my lyrics could ever express. Thank you.”
Midnights Photoshoot
Midnights marked Taylor’s fifth collaboration with photographer Beth Garrabrant. The album’s aesthetic has been described as glamorous yet intimate, favoring an interior kind of glam rather than overt popstar extravagance. Taylor’s embraced 1970s-inspired fashion, tying the visual identity of the era to its themes of late-night introspection.
A Real Legacy to Leave
Taylor dominated the music conversation in the final months of 2022 with Midnights. As always, the lead-up to its October 21 release was meticulously planned, with the level of detail fans had come to expect reaching new heights. Track titles were revealed one by one through the TikTok series Midnights Mayhem With Me, while a carefully timed, cross-platform release schedule unfolded on Instagram. The Swiftie online ecosystem was fully activated.
When Midnights finally arrived, it rewrote the record books. The album amassed 228 million streams on Spotify within its first 24 hours and became the best-selling album of 2022 after just one day of sales. In another milestone, it sold over one million copies in its first week, totaling 1.5 million units—Taylor’s biggest debut to date and the first album to reach that mark since her own reputation in 2017. She also made history as the first artist to occupy the entire Top 10 of the Billboard Hot 100. Reflecting on the moment during the album’s release week, she told Jimmy Fallon:
When Midnights finally arrived, it rewrote the record books. The album amassed 228 million streams on Spotify within its first 24 hours and became the best-selling album of 2022 after just one day of sales. In another milestone, it sold over one million copies in its first week, totaling 1.5 million units—Taylor’s biggest debut to date and the first album to reach that mark since her own reputation in 2017. She also made history as the first artist to occupy the entire Top 10 of the Billboard Hot 100. Reflecting on the moment during the album’s release week, she told Jimmy Fallon:
«I’m beside myself, really. [...] I’m feeling very overwhelmed by the fans’ love for the album. I’m also feeling very soft and fragile. The two can exist at once. But the fact that the fans have done this, like the breaking of the records and the going out to the stores and getting it, it’s…you know, I’m 32, so we’re considered geriatric pop stars. They start to put us out to pasture at age 25, I’m just happy to be here.»
After Midnights was released, Taylor’s public appearances were carefully chosen for maximum impact. She appeared at both the MTV Europe Music Awards and American Music Awards, where she accepted her honors in person, cementing her dominance of the awards season. At the same time, she became less rigid about separating her musical eras than she had been in the past. One of the most memorable moments came on October 26, when she made a surprise appearance at Bon Iver’s concert in London, joining frontman Justin Vernon for the first-ever live performance of their duet “exile.” They were joined onstage by Aaron Dessner, the main producer behind folklore and evermore.
Foray into Filmmaking: Directorial Debut
In 2022, alongside working on new music, Taylor expanded her presence in film. Her self-written and directed short film for “All Too Well” debuted at the Tribeca and Toronto International Film Festivals and received a special screening for the Directors Guild of America at Lucasfilm in San Francisco. Still, it came as a surprise when, on December 9, she was announced as making her feature directorial debut with Searchlight Pictures, having written an original script to be produced by the Oscar-winning studio behind Nomadland and The Shape of Water.
Breaking Ticketmaster and Tour Rehearsals
In December, Taylor spent several days in New Orleans, where Joe was filming at the time. By then, their relationship had been strained for over a year—something reflected in parts of Midnights—though Taylor had never confirmed it outright at the time of the album’s release. Public perception still leaned toward an eventual engagement. But that month, she spent her 33rd birthday in the studio with Jack Antonoff and members of a local NOLA band, already writing and recording heartbreaking material for what would become her next album.
Despite personal uncertainty, Taylor was closing out one of the most industry-defining years of her career. The announcement of her highly anticipated stadium run, “The Eras Tour,” triggered unprecedented demand. When pre-sale opened, more than 12 million users flooded Ticketmaster and the site crashed. Although 2.4 million tickets were sold on the first day, the general public sale was cancled, with Ticketmaster citing “extraordinarily high demand” and limited remaining inventory. Fans were livid. Taylor addressed the situation directly, writing:
Despite personal uncertainty, Taylor was closing out one of the most industry-defining years of her career. The announcement of her highly anticipated stadium run, “The Eras Tour,” triggered unprecedented demand. When pre-sale opened, more than 12 million users flooded Ticketmaster and the site crashed. Although 2.4 million tickets were sold on the first day, the general public sale was cancled, with Ticketmaster citing “extraordinarily high demand” and limited remaining inventory. Fans were livid. Taylor addressed the situation directly, writing:
«It goes without saying that I'm extremely protective of my fans. We've been doing this for decades together and over the years, I've brought so many elements of my career in house. I've done this SPECIFICALLY to improve the quality of my fans' experience by doing it myself with my team who care as much about my fans as I do. It's truly amazing that 2.4 million people got tickets, but it really pisses me off that a lot of them feel like they went through several bear attacks to get them.»
Multiple fans filed lawsuits. The Justice Department moved forward with an investigation. The Senate held a hearing in January 2023. While the session addressed systemic issues, the impact of what lawmakers repeatedly referred to as the “Taylor Swift Debacle” loomed large. The three-hour featured more than a few Taylor-themed references, underscoring just how far the controversy had reached beyond music.
It seemed as though Taylor was once again an omnipresent force in American culture—this time, without lifting a finger. To be fair, she didn’t need to actively promote Midnights; the album remained at the top of charts worldwide for weeks, while “Anti-Hero” became her longest-running No. 1 hit in the US. But the line between her private life and career had never been clearer. Between December and up to the start of “The Eras Tour” on March 17, 2023, she remained low-key, focusing on tour rehearsals. In the past, Taylor told Time, she toured “like a frat guy.” This time, she began training six months ahead of the first show. “Every day I would run on the treadmill, singing the entire set list out loud. Fast for fast songs, and a jog or a fast walk for slow songs. Then I had three months of dance training, because I wanted to get it in my bones. I wanted to be so over-rehearsed that I could be silly with the fans, and not lose my train of thought.” With the exception of Grammy night—which was “hilarious,” she said—she also stopped drinking. “Doing that show with a hangover…I don’t want to know that world.”
It seemed as though Taylor was once again an omnipresent force in American culture—this time, without lifting a finger. To be fair, she didn’t need to actively promote Midnights; the album remained at the top of charts worldwide for weeks, while “Anti-Hero” became her longest-running No. 1 hit in the US. But the line between her private life and career had never been clearer. Between December and up to the start of “The Eras Tour” on March 17, 2023, she remained low-key, focusing on tour rehearsals. In the past, Taylor told Time, she toured “like a frat guy.” This time, she began training six months ahead of the first show. “Every day I would run on the treadmill, singing the entire set list out loud. Fast for fast songs, and a jog or a fast walk for slow songs. Then I had three months of dance training, because I wanted to get it in my bones. I wanted to be so over-rehearsed that I could be silly with the fans, and not lose my train of thought.” With the exception of Grammy night—which was “hilarious,” she said—she also stopped drinking. “Doing that show with a hangover…I don’t want to know that world.”
The Eras Tour
A Taylor Swift stadium tour—her first since 2018, due to the pandemic—was always going to be a major event. But “The Eras Tour” transcended the traditional pop spectacle, quickly becoming a massive cultural phenomenon. It wasn’t just about the concerts; it was a force that dominated the physical and virtual world, attracting record-breaking crowds to a different US city each weekend between March and August.
Taylor’s arrival in a city energized the local economy. When “The Eras Tour” kicked off in Swift City (Glendale) she generated more revenue for its businesses than the 2023 Super Bowl, which was held in the same stadium. Fans flew across the country, stayed in hotels, ate meals out, and splurged on everything from sweatshirts to limited-edition vinyl, with the average “Eras” attendee reportedly spending nearly $1,300. One father in Massachusetts even spent $21k on last-minute resale tickets. The “Taylor effect” was noticed at the highest levels of government. “When the Federal Reserve mentions you as the reason economic growth is up, that’s a big deal,” Ed Tiryakian, a finance professor at Duke University, told Time.
The global takeover of “The Eras Tour” was largely due to the show itself, which was a dazzling celebration of pop’s most prolific songwriter’s expansive catalog. Music critics were left in awe, calling it a concert that rivaled the length of Titanic, spanning 17 years of potent nostalgia, turbocharged by the roar of 70,000 fans each night. It was fan service at its most epic and virtuosic: a flex and a celebration, weaving together years of growth, anticipation, and unmatched hype. As Taylor would later say in her The End of an Era documentary:
The global takeover of “The Eras Tour” was largely due to the show itself, which was a dazzling celebration of pop’s most prolific songwriter’s expansive catalog. Music critics were left in awe, calling it a concert that rivaled the length of Titanic, spanning 17 years of potent nostalgia, turbocharged by the roar of 70,000 fans each night. It was fan service at its most epic and virtuosic: a flex and a celebration, weaving together years of growth, anticipation, and unmatched hype. As Taylor would later say in her The End of an Era documentary:
«I'm used to doing successful tours, but I had never been part of a phenomenon like this one.»
“The Eras Tour” also took over a vast digital landscape, with clips, reactions, live-streams, dissections, and analysis flooding social media. Discovery pages on Instagram and TikTok were overflowing with “Eras Tour” content—the algorithm itself seemed to be a Swiftie. It was the culmination of years of world-building and Swiftian mythology. From her debut in 2006, Taylor had cultivated a uniquely close relationship with her fandom, posting on MySpace, commenting on Instagram and Tumblr posts, embedding secret messages in CD liner notes, and holding Secret Sessions for her most dedicated followers. Swifites had always been singularly passionate, as they analyzed clues, hints, and secret messages in everything from her choreography to her costumes—some deliberately planted, others not.
Feature Film
In 2022, Searchlight Pictures announced that Taylor will make her feature directorial debut with the studio.
The End of an Era
The End of an Era is a docuseries created by Taylor. It chronicles her life as concludes “The Eras Tour.”
The Final Show
The Final Show is a concert film by Taylor that aptures the final performance of “The Eras Tour,” held in Vancouver.
Split from Joe Alwyn
On April 8, 2023, just as “The Eras Tour” was taking off, news broke that Taylor and Joe had ended their relationship in February after more than six years together. Taylor’s publicist, Tree Paine, confirmed to People:
«They had plenty in common and fell in love in a safe bubble while she was retreating from the world during reputation. Then the pandemic hit, and they were locked down together and able to continue growing their relationship in this insulated way. But he didn't really 'know' her yet outside of that bubble. Joe has struggled with Taylor's level of fame and the attention from the public. The differences in their personalities have also become harder to ignore after years together. They've grown apart.»
Despite recent talks of marriage, “Taylor didn’t see them working out in the long run. She’s staying very focused on her tour right now.” While the relationship had been drifting for a while, the news still came out of the blue to the public: How did it end? Well, word on the NYU campus, where Joe’s younger brother was studying at the time, suggested that Taylor delivered her final decision to Joe via email.
Just three days after news of the breakup, Taylor embraced her “Bejeweled” era. For those unfamiliar with the phenomenon, during her relationship with Joe, she was rarely seen in public or photographed by the paparazzi. Now newly single, she seemed to have decided that she does in fact enjoy living freely, looking effortlessly glamorous in New York City on April 10, dining with Jack Antonoff and his fiancée Margaret Qualley at Via Carota. Meanwhile in London, Joe was seen looking like he hadn’t slept since the moment he had opened his inbox.
From that point forward, Taylor became a regular presence in New York City, balancing nights out at private clubs, trendy restaurants, and sessions at Electric Lady Studios with her weekend “Eras Tour” performances. As word spread that she had moved back from London, crowds began to gather wherever she went. In her 2020 documentary Miss Americana, Taylor had openly stated that she doesn’t like being followed, but it was clear she wasn’t going to let public interest prevent her from living her life.
Just three days after news of the breakup, Taylor embraced her “Bejeweled” era. For those unfamiliar with the phenomenon, during her relationship with Joe, she was rarely seen in public or photographed by the paparazzi. Now newly single, she seemed to have decided that she does in fact enjoy living freely, looking effortlessly glamorous in New York City on April 10, dining with Jack Antonoff and his fiancée Margaret Qualley at Via Carota. Meanwhile in London, Joe was seen looking like he hadn’t slept since the moment he had opened his inbox.
From that point forward, Taylor became a regular presence in New York City, balancing nights out at private clubs, trendy restaurants, and sessions at Electric Lady Studios with her weekend “Eras Tour” performances. As word spread that she had moved back from London, crowds began to gather wherever she went. In her 2020 documentary Miss Americana, Taylor had openly stated that she doesn’t like being followed, but it was clear she wasn’t going to let public interest prevent her from living her life.
Taylor's Social Media
Taylor shared few personal photos during the Midnights era. Once “The Eras Tour” started, her social media presence was largely limited to thank-you notes marking each city on the tour’s itinerary. Glimpses of her private life mostly surfaced indirectly, through posts shared by her close friends.
City-Wide Celebrations and Friendship Bracelets
Taylor’s status as a proud New Yorker didn’t stop other cities across the US from rolling out the red carpet when she brought “The Eras Tour” to their neighborhoods. The trend began with Glendale, where the city temporarily changed its name to “Swift City” in honor of Taylor’s arrival. Soon, other municipalities followed suit, eager to shower her with their own unique tributes. On April 13, Tampa’s mayor summed up the frenzy: “We know Glendale changed its name, Arlington made a street sign, and Vegas lit up their Gateway Arches. But here in Tampa, we’ve got a reputation to uphold. We want to go bigger.” Across the country, Taylor was made honorary mayor for the day, with each city eager to bestow her with ceremonial honors.
Tampa were also Taylor’s first shows after the breakup news, and from then on her habit of rotating acoustic songs each night meant fans scrutinized every performance; her on-stage demeanor, interactions with the audience, and setlist choices—such as permanently swapping the love song “invisible string” for the wistful “the 1.” She told Time:
Tampa were also Taylor’s first shows after the breakup news, and from then on her habit of rotating acoustic songs each night meant fans scrutinized every performance; her on-stage demeanor, interactions with the audience, and setlist choices—such as permanently swapping the love song “invisible string” for the wistful “the 1.” She told Time:
«It feels like the breakthrough moment of my career, happening at 33. And for the first time in my life, I was mentally tough enough to take what comes with that. [...] I know I’m going on that stage whether I’m sick, injured, heartbroken, uncomfortable, or stressed. That’s part of my identity as a human being now. If someone buys a ticket to my show, I’m going to play it unless we have some sort of force majeure.»
But without a doubt, the defining feature of the Midnights era—and the tour—was the resurgence of friendship bracelets. For most, the last time they had strung colorful beads onto plastic cord was at summer camp, yet Swifties transformed that nostalgic craft into a cultural phenomenon. From the start of “The Eras Tour,” trading vibrant, beaded bracelets became a beloved ritual for concertgoers, with fans showcasing creations full of references to Taylor’s songs, album eras, inside jokes, and lyrics across social media. The inspiration came from “You’re on Your Own, Kid:” Cause there were pages turned with the bridges burned. Everything you lose is a step you take. So make the friendship bracelets, take the moment and taste it. You’ve got no reason to be afraid.
The trend gained such momentum that even celebrities joined in. Jennifer Garner, Gigi Hadid, Nicole Kidman, Keith Urban, and of course Taylor herself, were spotted exchanging bracelets with fans, proudly sharing the colorful gifts on social media. What began as a Swiftie activity quickly expanded globally, with friendship bracelets appearing at music festivals, Formula 1 races, football games, and beyond.
The trend gained such momentum that even celebrities joined in. Jennifer Garner, Gigi Hadid, Nicole Kidman, Keith Urban, and of course Taylor herself, were spotted exchanging bracelets with fans, proudly sharing the colorful gifts on social media. What began as a Swiftie activity quickly expanded globally, with friendship bracelets appearing at music festivals, Formula 1 races, football games, and beyond.
The Controversial Rebound
Weeks into the tour, in May 2023, rumors began circulating that Taylor was casually dating Matty Healy, the lead singer of The 1975. The two had already briefly dated in late 2014, but Taylor had never publicly acknowledged the relationship. Sure enough, that same weekend, Matty attended “The Eras Tour” in Nashville. Videos surfaced showing him in the VIP section, fueling the gossip mill with footage of him chatting with Taylor’s friends and family, and singing along to her songs. He continued to appear at subsequent concerts, and the pair were photographed together several times.
For a small yet vocal segment of Taylor’s fanbase, news of her relationship with Matty was nothing short of a nightmare, largely due to his controversial past. One Twitter user likened the scrutiny to “the inner workings of the Catholic Church…worth keeping tabs on since it affects the wellbeing of millions and has tremendous financial influence.” Some fans, in a misguided attempt to assert influence, launched the #SpeakUpNow campaign, urging Taylor to end the relationship in the name of justice. The letter crossed a clear boundary, reading as an overstep of control from people who, despite their supposed love for Taylor, began policing her personal life in a way that felt possessive. This echoed a broader trend that emerged during the pandemic, when parasocial relationships nurtured on platforms like TikTok gave young fans a sense of ownership over artists’ lives.
In early June, just weeks after the relationship began, it was announced that Taylor and Matty had parted ways. As she often does, she turned to her art to process the experience. On THE TORTURED POETS DEPARTMENT, her eleventh studio album released on April 19, 2024, she described her relationship with Matty as part of a “manic episode,” reflecting the emotional turbulence of her first months on “The Eras Tour.” On the standout track “But Daddy I Love Him,” she also addresses the intense public pressure from fans during this period:
In early June, just weeks after the relationship began, it was announced that Taylor and Matty had parted ways. As she often does, she turned to her art to process the experience. On THE TORTURED POETS DEPARTMENT, her eleventh studio album released on April 19, 2024, she described her relationship with Matty as part of a “manic episode,” reflecting the emotional turbulence of her first months on “The Eras Tour.” On the standout track “But Daddy I Love Him,” she also addresses the intense public pressure from fans during this period:
«I’ll tell you something right now: I’d rather burn my whole life down than listen to one more second of all this bitching and moaning. I’ll tell you something about my good name: It’s mine alone to disgrace. I don’t cater to all these vipers dressed in empath’s clothing. God save the most judgmental creeps who say they want what’s best for me. Sanctimoniously performing soliloquies I’ll never see. Thinking it can change the beat of my heart when he touches me. [...] If all you want is gray for me, then it’s just white noise. And it’s just my choice.»
Tortured Poets Department
On TORTURED POETS, Taylor compares her career peak and simultaneous heartbreak to a manic episode.
The Eras Era
The “Eras Era” was launched in 2021, as Taylor started re-recording her first six studio albums.
The Tortured Poets Era
In 2024, Taylor would travel the globe on “The Eras Tour” at the center of more scrutiny and debate than ever.
Are You Not Entertained?
The dating controversy had little impact outside the internet, but for Taylor personally, this period was deeply painful. She later described feeling lost and depressed, all while having to step on stage every weekend to perform. The tour itself became her lifeline. As she explained in The End of an Era:
«There were points in this tour when the tour was the only thing that was really keeping me going in my life. My personal life was hard. I went through two breakups on the first half of this tour, and that’s a lot of breakups, actually. The show was what gave me purpose and was what I could use to get me out of bed.»
Something unprecedented was unfolding in real time. Taylor’s sheer determination seemed to fuel the shows, and the shows, in turn, magnified her resolve. This stretch of “The Eras Tour” marked a turning point: she had crossed into a kind of cultural immortality, larger than life. It’s difficult to recognize history while living through it, and even harder to separate Taylor’s impact on the culture from her fame, which emitted so much light it could be blinding.
By this point, simply attending “The Eras Tour” had become a feat. Demand vastly outstripped supply—by some estimates, Taylor could have sold out 900 stadiums—and resale prices soared. As the tour moved into outdoor stadiums across the US in the spring, fans lined up days in advance, while those without tickets “Taylor-gated” in nearby parking lots so they could pick up the sound. As many as 20,000 people gathered in cities like Tampa, Philadelphia, and Nashville.
Taylor met that devotion with total commitment. In Nashville, the final show of her three-night hometown run was delayed for hours by lightning, then unfolded in a torrential downpour. “Midnight Rain” was performed after midnight, true to its name, before the show ended at 1:35 a.m. with soaked performers and fans alike. Another defining moment came in Seattle on July 22 and 23, when two nights of relentless dancing by Swifties registered seismic activity equivalent to a 2.3-magnitude earthquake, quickly dubbed the “Swiftquake.”
When the US leg concluded in August 2023, Taylor emphasized that the tour’s success was a collective effort. She awarded more than $55 million in bonuses to crew members, including her band, dancers, riggers, technicians, catering staff, and drivers. Each of the tour’s 50 truck drivers reportedly received $100,000. Mike Scherkenbach, CEO of Shomotion, called the gesture “life-changing,” noting that such bonuses far exceeded industry norms. In The End of an Era, Taylor talked about why rewarding her crew generously is so important to her:
By this point, simply attending “The Eras Tour” had become a feat. Demand vastly outstripped supply—by some estimates, Taylor could have sold out 900 stadiums—and resale prices soared. As the tour moved into outdoor stadiums across the US in the spring, fans lined up days in advance, while those without tickets “Taylor-gated” in nearby parking lots so they could pick up the sound. As many as 20,000 people gathered in cities like Tampa, Philadelphia, and Nashville.
Taylor met that devotion with total commitment. In Nashville, the final show of her three-night hometown run was delayed for hours by lightning, then unfolded in a torrential downpour. “Midnight Rain” was performed after midnight, true to its name, before the show ended at 1:35 a.m. with soaked performers and fans alike. Another defining moment came in Seattle on July 22 and 23, when two nights of relentless dancing by Swifties registered seismic activity equivalent to a 2.3-magnitude earthquake, quickly dubbed the “Swiftquake.”
When the US leg concluded in August 2023, Taylor emphasized that the tour’s success was a collective effort. She awarded more than $55 million in bonuses to crew members, including her band, dancers, riggers, technicians, catering staff, and drivers. Each of the tour’s 50 truck drivers reportedly received $100,000. Mike Scherkenbach, CEO of Shomotion, called the gesture “life-changing,” noting that such bonuses far exceeded industry norms. In The End of an Era, Taylor talked about why rewarding her crew generously is so important to her:
«Setting a precedent with 'The Eras Tour' is so important to me, for people who work on the road. If the tour grosses more, they get more of a bonus. These people work so hard and they are the best at what they do, so every single person on the crew, I've hand-written them a note. It took me a couple weeks, but it's fun to write the notes. It's fun to think about everybody's lives they're going to go back to, and the time off they're going to have, and the kids they haven't seen because they've been gone for months. Just making that worthwhile for them, it feels like Christmas morning when you finally get to say thank you.»
What became known as “Bonus Day” wasn’t a one-time gesture. Taylor repeated the tradition at the end of each leg of “The Eras Tour.” By the conclusion of the European leg one year later, the total amount distributed in bonuses had reached an astonishing $197 million—further cementing the tour not only as a cultural phenomenon, but as a new benchmark for how success on the road could be shared.
Red Carpet Fashion
During the Midnights era, Taylor’s red carpet looks fully embraced the “Bejeweled” theme, favoring blue, silver, and gold tones with sparkling gowns, diamonds, and sequins. Her jewelry, metallic finishes, and subtle shimmer brought Hollywood glamour into a modern pop context, creating jewel-toned moments that reflected the album’s celestial, nocturnal aesthetic.
Taylormania
After Taylor wrapped up the US leg of the tour in Los Angeles, for better or worse Taylormania continued to thrive, this time spilling into the streets of New York City and even outside private events, such as Jack Antonoff and Margaret Qualley’s wedding on the Jersey shore. Hundreds of eager wedding crashers showed up in hopes of catching a glimpse of Taylor. Footage from the event showed a massive crowd gathered at the New Jersey venue as she made her way to the wedding rehearsal dinner. Photos revealed fans waiting outside both the ceremony and reception, while videos shared on social media captured the chaotic scene. The crowd could be heard chanting Taylor’s name as paparazzi flashes lit up her surprised face. Police cruisers were seen among the throng of spectators, blocking off parts of the street near the dinner. The footage of this disruption sparked online debates about toxic fan culture, with some calling the uninvited guests “stalkers.” Taylor herself told Time:
«Over the years, I’ve learned I don’t have the time or bandwidth to get pressed about things that don’t matter. Yes, if I go out to dinner, there’s going to be a whole chaotic situation outside the restaurant. But I still want to go to dinner with my friends. Life is short. Have adventures. Me locking myself away in my house for a lot of years—I’ll never get that time back. I’m more trusting now than I was six years ago.»
Despite these intense moments, Taylor refused to let them derail her life. As she had done all summer, she spent time with friends, went to the studio, and continued to live her life—even with some (strange) people following her car all the way to the garage of her apartment building. After sweeping up at the VMAs, she was ready for a short break before diving back into her Eras era with the release of 1989 (Taylor’s Version) in October. She was also set to return to the road in November for a string of shows in South America. However, any hopes of peace and quiet were quickly dashed the moment she stepped out in Kansas City during the last week of September to cheer on her new boyfriend, NFL star Travis Kelce.
Newly in love, Taylor reached another historic milestone by October, when “The Eras Tour” officially catapulted her to billionaire status. According to Bloomberg, she became one of the few recording artists to amass a ten-figure fortune almost entirely from her music. The outlet’s analysis—described as “the most definitive account yet” of her wealth—estimated her net worth at approximately $1.1 billion. It reported that the 53 shows of the US leg alone generated an estimated $4.3 billion in economic impact, contributing directly to the country’s gross domestic product. The publication emphasized that its figures were “conservative,” calculated solely from assets and earnings that could be verified or traced through publicly disclosed data.
Newly in love, Taylor reached another historic milestone by October, when “The Eras Tour” officially catapulted her to billionaire status. According to Bloomberg, she became one of the few recording artists to amass a ten-figure fortune almost entirely from her music. The outlet’s analysis—described as “the most definitive account yet” of her wealth—estimated her net worth at approximately $1.1 billion. It reported that the 53 shows of the US leg alone generated an estimated $4.3 billion in economic impact, contributing directly to the country’s gross domestic product. The publication emphasized that its figures were “conservative,” calculated solely from assets and earnings that could be verified or traced through publicly disclosed data.
Midnights Mayhem
Midnights Mayhem With Me was Taylor’s playful TikTok series launched in the lead-up to the Midnights album release. Across multiple videos, Taylor randomly revealed track titles from the album by drawing them from a bingo-style wheel, turning the rollout into a game for fans. The series is a signature example of how Taylor uses creativity and social media to make album campaigns feel personal and immersive.
The Clock Strikes Midnight
As one era fades, another inevitably begins—a truth Taylor has embodied throughout her career. This was never more apparent than on February 4, 2024. That night, she attended the Grammy Awards in Los Angeles, bringing an unprecedented chapter to a close. Fresh off being named Time’s “Person of the Year,” she entered the ceremony at the peak of a cultural moment few artists have ever experienced. Midnights had defined the height of Taylormania, and expectations were high for it to sweep the ceremony. They were met and then surpassed. By the end of the night, Taylor had claimed three Grammy wins, including the coveted “Album of the Year.” With it, she became the first artist in history to receive the honor four times. It was a fitting culmination of an era defined by reinvention, dominance, and creative control at an unprecedented scale. Visibly overwhelmed, Taylor said:
«I would love to tell you that this is the best moment of my life, but I feel this happy when I finish a song or when I crack the code to a bridge that I love or when I’m shotlisting a music video or when I’m rehearsing with my dancers or my band or getting ready to go to Tokyo to play a show. For me, the award is the work. All I want to do is keep being able to do this. I love it so much. It makes me so happy. It makes me unbelievably blown away that it makes some people happy who voted for this award too. All I want to do is keep doing this. So thank you so much for giving me the opportunity to do what I love so much. Mind blown. Thank you so much.»
But Taylor was already looking ahead. Using the night to shift the narrative forward, she shared what she called “a secret I’ve been keeping for the last two years.” Her next studio album, THE TORTURED POETS DEPARTMENT, would arrive on April 19. Moments later, she promised, she would post the cover backstage. “Thank you, I love you!”
With that announcement, the Midnights era officially came to a close, its legacy firmly etched into music history. Yet, as is always the case with Taylor…everything you lose is a step you take. The clock had struck midnight once more, and a new story was already unfolding.
With that announcement, the Midnights era officially came to a close, its legacy firmly etched into music history. Yet, as is always the case with Taylor…everything you lose is a step you take. The clock had struck midnight once more, and a new story was already unfolding.
Frequently Asked Questions
When did the Midnights era take place, and what made it unique?
The Midnights era marked Taylor’s return to pop with deeply personal, late-night-inspired music, a striking visual aesthetic, and record-breaking achievements across charts and streaming platforms. It was defined by “The Eras Tour” and a level of cultural influence that solidified her status as a generational icon.
How did Midnights reshape Taylor Swift's career?
Midnights propelled Taylor into full-blown Taylormania, turning every release, appearance, and tour stop into a global cultural event. The era solidified her as not just a pop star, but as one of the most powerful people in the world, and a phenomenon whose influence extended far beyond music.
What aesthetic defined this era?
The Midnights era was defined by a glamorous, nocturnal aesthetic, blending midnight blues, soft lavenders, clocks, and vinyl motifs with 1970s-inspired glitter-glam styling.
What were the muscial highlights and achievements of the era?
The Midnights era featured personal, late-night-inspired songs that combined introspective storytelling with polished pop production, including standout tracks like “Anti-Hero” and “You’re On Your Own, Kid.” The album broke records across streaming and sales, made Taylor the first artist to occupy the entire Billboard Hot 100 Top 10, and helped secure her recognition as Time’s “Person of the Year” in 2023.
How did Midnights influence pop culture?
The Midnights era had a massive impact on pop culture, inspiring trends that went beyond music. Most notably, friendship bracelets became a centerpiece of fan expression, while “The Eras Tour” and Taylor’s tour fashion, visuals, and social media engagement set new standards for fan interaction, concert culture, and cultural influence.