IT is almost certain that you or somebody in your family or a close friend of yours have experienced queuing for tickets to catch pop icon Taylor Swift's 'The Eras Tour' one way or another. Whether it is going to her show in nearby Singapore, Japan or Australia or opting to stream her concert on your platform, many Filipinos are considered loyal Swifties, making this a highly engaged community that goes beyond age, generation and gender.

This unprecedented happening is certainly not limited to Asia, but can be seen and felt globally, given that 'The Eras Tour' is going to run for close to two years which will span five continents that will conclude by December of this year. From here, we can analyze her recipe for success and be able to take away concrete business lessons moving forward.