Breaking the Spotlight Illusion: New Research Uncovers Complexities of Opening for Major Touring Acts
For numerous emerging musicians, the fantasy of supporting a well-known artist such as Taylor Swift often brings the promise of immediate fame. However, recent research indicates that the truth behind these prominent opportunities is significantly more intricate than the typical narrative presented by the music industry.
A new investigation by Jeff Apruzzese, an assistant professor at Drexel University and former founding member of the indie pop group Passion Pit, examines the real-life outcomes of touring alongside major headline acts. Featured in the Journal of the Music and Entertainment Industry Educators Association, the study evaluated 57 artists who opened for the highest-grossing tours of 2022 and 2023, providing fresh insights into how these experiences genuinely impact an opener’s career path.
Myth Vs. Reality: The Opening Act Effect
“There is commonly a belief that opening for a leading headliner guarantees a career boost for up-and-coming artists—but the reality is much more complicated,” stated Apruzzese.
To explore this belief, Apruzzese’s research scrutinized streaming activities before, during, and after the tour performances of various artist categories—“developing,” “mainstream,” and “superstar”—based on their pre-tour popularity and industry presence.
The findings were revealing:
– Developing artists experienced an average 18% rise in streaming during the tour; however, this was followed by a 6% drop once the tour concluded.
– Mainstream artists showed more consistent performance with a slight increase during and after tours.
– Superstar openers, already recognized, frequently maintained their momentum after the tour ended.
The Taylor Swift Case Study: When Compatibility Counts
Taylor Swift’s monumental Eras Tour—a cultural event as well as a musical celebration—provided one of the most compelling data samples. The so-called “Taylor Swift Effect” highlighted how alignment of genres with the headliner can significantly influence an opener’s success.
Gracie Abrams, whose indie pop style closely matches Swift’s, was one of those who gained the most, continuing to see growth in streaming after the tour finished. In contrast, Owenn, an R&B and dance performer, experienced a remarkable 188% increase in streaming during the tour but faced a 75% decline afterwards.
This stark difference demonstrates that fleeting exposure does not always lead to enduring fan engagement—particularly if the artist’s genre fails to connect with the headliner’s main audience.
Music Discovery vs. Fan Loyalty
To gain a deeper understanding of consumer behavior, Apruzzese included a survey of 525 concert attendees. Although only a small fraction indicated they purchased tickets particularly to see the opening act, 68% claimed to have discovered new music from openers, and half subsequently went on to buy tickets to see them perform again.
This implies that the concert atmosphere plays a crucial role in nurturing new fan connections, even as openers often remain a secondary consideration in the ticket buying process.
Genre Matters—and So Does Timing
Aside from the Swift effect, the research uncovered genre-specific trends:
– Pop/rock, country, and hip-hop openers enjoyed the most significant streaming increases during tours.
– However, artists in the pop/rock category frequently suffered steep declines post-tour unless they strategically accompanied their appearances with new releases or visibility initiatives.
The results highlight the necessity of pairing tour engagements with strong post-tour strategies to maintain momentum.
The Financial Trade-Off
While securing opening slots on major tours might theoretically launch careers, the study also points out the real financial burden many emerging artists encounter. Nearly 40% of the 47 artists surveyed reported a net financial loss, having to cover costs like travel, accommodation, and support staff without sufficient compensation from tour promoters.
This detail underscores the fact that—even when visibility is enhanced—the advantages are often counterbalanced by personal investments that not all artists can sustain.
Strategic, Not Symbolic
Apruzzese emphasizes that the chance to support high-profile acts should not be seen as a panacea, but as one component of a much broader marketing and career plan.
“Ultimately, while the impact of opening acts on career advancement is undeniable, it must be considered as part of a comprehensive strategic framework dedicated to building and maintaining an artist’s presence in the competitive music industry landscape,” he concludes.
Takeaway: Visibility Is a Tool, Not a Guarantee
The conclusion from this research is unambiguous: while opening for a megastar like Taylor Swift holds considerable allure, the actual effect depends on a blend of factors. Genre alignment, preparation to utilize exposure, and a transparent post-tour plan can determine the distinction between a temporary spike in streaming and sustained industry success.
For aspiring musicians, it serves as a reminder that achievement in music—similar to any creative domain—is seldom instant. Instead, it is cultivated through strategic choices, ongoing engagement with audiences, and alignment with suitable performance opportunities.
The brightness of a massive stage’s lights may be dazzling, but the journey to lasting success remains a long and thoughtfully navigated path.
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