Taylor Swift Unplugged: The psychology of her true fans

Six psychological factors explain Swiftmania.

Most of us admire someone in music, sport or art. From Dublin to Dubai, Rome to Rio, Swiftmania has now spread across five continents. Stadiums were sold out as millions flocked to get their hands on tickets. Ticketmaster estimates that 14 million users fought for 625,000 tickets for the 152-show Eras tour.

It’s definitely a “thing” now. Glittery eyeshadow, pink hats and friendship bracelets are everywhere. And the appeal seems to be age-independent: Prince William, Paul McCartney and Tom Cruise really put on a show at Wembley Arena.

It’s a cultural movement, but it’s also a commercial business. Swift, 34, has a real estate portfolio worth $80 million and is the first artist to have her music valued at $1.1 billion alone. For some, that’s inevitable; for others, it’s indescribable. Although Swift is as attuned to her fans as other artists, more fans are attuned to her.

Is it the 13-Grammy-winning music, the 6-foot-tall ambassador, or the fear-filled messages? What explains the unbridled adoration of a stranger with relatively limited—if unparalleled and impressive—life experience?

6 psychological factors behind Swiftmania

As a behavioral scientist, I believe that Swiftmania can be explained by six psychological factors:

1. Social identity: We all derive our identity and self-esteem from membership in groups such as a football team, political party, or religious order. Groups foster a sense of belonging, collective identity, and connection with like-minded people. Swift’s fan base, the “Swifties,” form a strong global community and a shared identity that fosters loyalty in a perpetual cycle of reinforcement. Similar to the “Swifties,” Lady Gaga’s “Little Monsters,” Katy Perry’s “KatyCats,” or Beyoncé’s “Beyhive,” this fan base forms a large global tribe that identifies with her message.
2. Positive escapism: All types of fandom allow people to escape the routine and stress of daily life. This is no different than losing yourself in the world of Harry Potter, Star Wars, Game of Thrones, or Lord of the Rings. These fictional worlds offer adventure and excitement that help you temporarily unwind. Engaging with your favorite TV or Netflix show, album, or Spotify list offers a break from reality and provides welcome relief and entertainment. There is danger when these become an emotional crutch instead of a way to cope with life.
3. Nostalgia: Fandom is deeply rooted in your personal history. Experiences associated with your favorite artist or bands often evoke sentimental feelings of nostalgia. Swift’s music can bring back memories of certain times in your life and strengthen the bond. It explains why Mick Jagger and Bruce Springsteen might tour again years later. Reawakening forgotten feelings is as important to the artist as it is to the fan. It’s emotional and commercial at the same time. They also manage to preserve history through collectible souvenirs in the form of behavioral residue.
4. Consistency of self-confidence: Swift’s public stance on political, artistic and social issues resonates with fans who share her views, increasing their engagement and, most importantly, their admiration. Taylor Swift took control of her music rights with a strong sense of direction. Not everyone can say that. And she knows how to apologize. Like all of us, fans seek consistency in their beliefs and attitudes. Like victims of abuse, in times of poor performance or bad behavior, diehard fans rationalize and defend their views to avoid cognitive dissonance.
5. Parasocial relationships: Fans often develop one-sided connections with TV characters, influencers, or esteemed teams. These parasocial relationships provide a sense of pseudo-intimacy and camaraderie, fulfilling needs without the complexity of real-life interactions. Fans feel like they have a personal relationship, which can become dangerous when people can’t distinguish between fantasy and reality. For example, John Hinckley Jr. was obsessed with actress Jodie Foster and tried to assassinate President Ronald Reagan to get her attention. This also explains why you may cry at funerals of public figures like Queen Elizabeth II. Most true Swifties respect their idol and feel protective of them.
6. Social proof: The length of the column and popularity sparks curiosity and leads more people to follow the trend. Swift’s lyrics reflect personal experiences and vulnerabilities regarding heartbreak, betrayal, and growth. Fans can empathize with her music and recognize themselves. Her words about heartbreak help people heal in a supportive movement and inspire resilience and confidence. Like Adele, who is also known for emotionally charged music, fans are likely thinking “She’s like me” or “She listens to me.”

While most artists write about feelings, timing is everything. Today, many young people are battling the cruelty of social media, many feeling unsettled and unheard. Swift’s authenticity is a trademark that others try to emulate. Irish singer Sinéad O’Connor reflected a similar brand authenticity, albeit in a different style. But don’t forget about social media, which partly explains Swift’s 550 million followers and Cristiano Ronaldo’s 911 million.

As I explain in my book, TUNE IN: How to make smarter decisions in a noisy worldthose who engage with others are much more successful, gain more influence and are more successful than those who don’t. When you tune out, you not only lose out personally and professionally, but also the people around you. Superstars experience this – from Elvis in the 1950s to the Beatles in the 1960s, Abba in the 1970s or Michael Jackson in the 1980s.

Understanding intense fan group dynamics and shared beliefs partly explains the appeal of all-consuming cults and even conspiracy theories. When others endorse ideas or idols, they can seem more credible and attractive, increasing acceptance, appeal, and spread. Of course, both fandoms and cults exploit confirmation bias, in which individuals confirm existing beliefs. Still, fandom does bring clear psychological benefits.

If you’re having trouble deciding whether or not to identify as a Swiftie, I describe several behavioral techniques for overcoming indecision in my TEDx talk. Understanding why Taylor Swift is a significant phenomenon can help us see the world from a different perspective—a world of those who embrace certain identities and those who stray from them.