The Eras Tour Book (promoted as The Official Taylor Swift | The Eras Tour Book) is a limited-editionphotobook written and published by the American singer-songwriter Taylor Swift, serving as a visual and narrative reflection of her sixth concert tour, the Eras Tour, the highest-grossing tour of all time. It was released exclusively in Target and became available internationally through Swift's official online store on December 7, 2024, coinciding with the tour's conclusion. The book combines over 500 exclusive photographs with personal commentary and behind-the-scenes insights, offering fans an account of the tour's creative and logistical endeavors. The book serves as an official companion to the tour, which spanned from March 2023 to December 2024 and marked a significant phase in Swift's musical career.[2]
The Eras Tour began in Glendale, Arizona, on March 17, 2023, and concluded in Vancouver, British Columbia, on December 8, 2024. It was conceived as a celebration of Swift's evolving musical journey, with each segment of the tour reflecting a distinct phase of her career. The tour was noted for its carefully planned stage designs, choreography, and a setlist that traversed various eras of Swift's discography. The Eras Tour Book was developed to complement the live experience by offering insights into the tour's creative process—including stage design, costume development, and production logistics. Swift has a history of releasing official memorabilia and publications that engage her fan base, making the book a continuation of that tradition.[3][4][5]
Designed to complement the Eras Tour, the book combines exclusive photography, behind-the-scenes content, and insights into the logistical and creative vision of the tour.[6] The book is divided into several sections, each offering a unique perspective on the tour and Swift's music career up to that point. It features over 500 photos taken during the tour and behind the scenes, with commentary by Swift on various aspects of the tour's production and artistic direction, as well as her own reflections on her career. A selection of fan contributions is also included.[7]
Promotion and release
The Official Taylor Swift | The Eras Tour Book was announced by Swift on October 15, 2024, via her official social media profiles. The announcement featured a preview of the book's cover and a teaser video, offering a glimpse of the content, including select photographs and behind-the-scenes images. Swift described the book as a "love letter" to her fans, emphasizing it as "an artistic chronicle of The Eras Tour that would include over 500 exclusive photographs and insights into the creative process behind the tour."[8]
The book was released on November 29, 2024, during the final weeks of the tour. It was made available through Swift's official online store, at select concert venues, and exclusively at Target. This retail partnership was part of Swift's ongoing collaboration with Target, which has previously featured exclusive album releases and merchandise.[9][10][11]
Reception
Sales
Due to the limited-edition nature of the book, pre-orders at Target sold out quickly. After its release, the book became a sought-after item, with copies appearing on secondary resale markets at higher prices.[12] According to the market research company Circana, the book sold 814,000 copies in the first weekend of its release, making it the second largest non-fiction book launch in the US after former president Barack Obama's memoir A Promised Land, which sold 816,000 physical copies in its first week in 2020.[13] Swift sold 1.2 million copies in 2024, making the book the bestselling non-fiction book of the year. It was excluded from bestseller lists due to its exclusivity arrangement with Target.[14]
Fan response
The book faced criticism in several areas. Limited availability led to frustration among fans, as it quickly sold out and was later resold on secondary markets at significantly higher prices. Additionally, some readers expressed disappointment over typographical errors, formatting inconsistencies, and other minor glitches in the text and layout. Issues such as misspelled song titles, blurry images, and design flaws were widely discussed on social media, where some fans humorously referred to it as The Errors Tour Book. Despite these concerns, many fans regarded the book as a valuable collector's item that encapsulates the scale and cultural significance of the tour.[15][13][16][17]
Cultural and commercial impact
The Eras Tour Book has been a subject of discussion within both the music industry and popular culture. Analyses in The New York Times and The Guardian have explored how the book reinforces Taylor Swift's brand and contributes to the documentation of live music events. Moreover, commentary from NPR and Entertainment Weekly has underscored the significance of the book in the broader context of music-related memorabilia. Its release has prompted comparisons with similar publications by other major artists and has sparked conversations about the role of official tour documentation in contemporary music marketing.[4][18]
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