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Beyoncé and Taylor Swift Prove the Power of Touring With Sustained Streaming Boosts
Luminate and Billboard dug into how the Renaissance World Tour and The Eras Tour boosted streaming for each megastar, far beyond opening night.
Beyoncé and Swift proved perfect examples of artists’ abilities to capitalize on their concert calendar to not only score a local bump in each city but sustain long-term national interest throughout the duration of their tours and beyond. Spotlights for under-the-radar tracks like “Energy” and “My Power” yielded organic, drawn-out increases in consumption that snowballed alongside a parade of guest stars, controversy over the Queens Remix of “Break My Soul,” and a constant influx of social media content showcasing Beyoncé’s rotating wardrobe from local designers. Removing performances of songs from Speak Now after the release of the Taylor’s Version set, more affected by new-release streaming patterns than the typical tour impact, the average gain bumps to 31%.
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