Taylor Swift’s first big project of 2020? Lover Fest, her self-produced, festival-style tour slated to kick off in June (Messina Touring Group will promote). Fourteen dates have been announced, and the artist lineup is still in the works. “I haven’t really done festivals in years -- not since I was a teenager,” says Swift. “That’s something that [the fans] don’t expect from me, so that’s why I wanted to do it.”
Lover Fest is a new twist in Swift’s touring strategy. While the 2018 reputation stadium outing was the highest-grossing U.S. tour of all time -- $266 million in revenue across 38 stateside shows, according to Billboard Boxscore -- Swift has announced only four Lover Fest dates in the United States. But if she’s leaving potential millions on the table, she’s also keeping fan interest high by deviating from a formula.
“People want new experiences -- to connect to their favorite artists in new ways,” says CID Entertainment founder/CEO Dan Berkowitz, whose company will co-produce Luke Bryan’s Crash My Playa destination event in Mexico in January. “Any artist playing the same 40 venues every single tour is just going to get boring to their fans, even if their show is changing.”