Taylor Swift explains how she came up with ‘ambitious’ Eras Tour concept in new retrospective book

In the introduction to her new retrospective book, The Eras Tour Book, released on Friday, Taylor Swift shares the inspiration behind the concept for her highly anticipated and “ambitious” Eras Tour.

The pop superstar explains that while working on her Midnights album in 2022, she came up with the idea for the tour. Typically, she would have gone on a Midnights tour, but Swift reveals that she “hates doing what [she’s] already done,” so she sought something bigger. Reflecting on her re-recorded albums, she fell “back in love” with her catalog, and wanted to honor both her music and the loyal fans who had supported her over the years.

The tour was designed to fully embrace and celebrate each of her musical “eras”—musically, stylistically, and aesthetically. Swift wanted the Eras Tour to be a journey of “time capsules,” celebrating both long-time fans and newer ones. It would be the “longest, most ambitious show” of her career.

However, as she faced the challenge of performing 45 songs each night, averaging over three hours, Swift admits that she was initially unsure of how she would manage. She writes about pushing herself physically and mentally, promising to be “tougher than ever” and more disciplined in her health, fitness, and stamina to meet the demands of the tour. She also credits her dedicated team—her crew, band, singers, and dancers—for matching her dedication to making the show come to life.

The Eras Tour began on March 17, 2023, in Arizona and will conclude on December 8, 2024, in Vancouver, Canada, after 149 performances. Reflecting on the tour’s challenges, Swift recalls performing in all sorts of weather conditions—from rain and heat to wind and cold—often pushing through sickness, exhaustion, and even heartbreak.

Swift writes, “We do this because we love having the rare opportunity to create happiness and wonder up on that stage.” She acknowledges the effort it takes for fans to attend a concert, and how every small gesture, like trading friendship bracelets, can lead to lasting connections. The ultimate goal, she says, is to give people an escape from life’s challenges and create magical moments for fans.

The book also highlights how the Eras Tour became a massive success, grossing $1 billion by December 2023, making it the first tour to do so. The Taylor Swift: The Eras Tour movie, released two months prior, also became the highest-grossing concert film of all time.

Swift’s financial success reached a new milestone in April when Forbes declared her a billionaire, with a net worth of $1.6 billion.

In closing the introduction to the book, Swift reflects on the shared joy and connection with her fans, writing, “Life comes in waves, in phases, in brilliant flurries of magical moments, and all of these things come together to create… Eras.”

The Eras Tour Book, a 256-page celebration of the journey, is available at Target, a month after Swifties first learned about the project.