Musician and billionaire Taylor Swift is so influential that a new economic term has been coined to refer to her impact: 'Swiftonomics'.
From concerts and tours to merchandise and deals, the power of Swift's brand not only earns her money but boosts economies by millions. One estimate suggests that on the latest leg of her Eras Tour, Swift's fans are expected to bring in £300m to London alone, as the capital hosts more shows than any other city in the world.
On this episode, Niall Paterson is joined by our entertainment reporter Gemma Peplow to learn more about the appeal of Swift and her place in the music industry.
Niall is also joined by Maria Psyllou, assistant professor in economics at the University of Birmingham, to analyse 'Swiftonomics' and its impact.
In this episode, we discuss the average amount spent on going to a Taylor Swift gig. The figures come from a report published by Barclays earlier this year.
Producer: Rosie Gillott
Editor: Paul Stanworth