Taylor Swift - Time Person of the Year
Taylor Swift - Time Person of the Year

Force For Good honors singer-songwriter and phenom Taylor Swift for her uplifting effect on a pandemic-weary world. Her Eras Tour—151 shows on five continents—the highest-grossing tour in history, is a Happening where friends enjoy singing along in costumes reminiscent of a favorite “era” inspired by each of Taylor’s 10 albums. Taylor’s commitment to her fans is deep. Through her music, they share emotions as well as kindness and friendship bracelets among a community that spans all ages and a rainbow of humanity. And they dance! Remarkably, an earthquake registered 2.3 on the Richter scale during two back-to-back concerts in Washington state at the very same energy-filled point in the stadium show.

An earthquake wasn’t the only surprise. The Eras Tour significantly boosted tourism and local revenue at every stop. Every host city reported generous donations to food banks. And when Taylor gifted bonuses to her cast and touring crew that topped $55 million, she sent a message to all CEOs, not just to those in the music industry. Setting another example, her company purchased carbon offsets to more than makeup for her tour’s emissions.

Prior to being named Time magazine’s Person of the Year, Taylor Swift was already a champion for musician’s rights. In one case, Swift pulled her songs from Apple Music until it agreed to pay all musicians for samples it had been streaming for free. Taylor took control of her art after her entire catalog was sold without her input by re-recording her music. This move set an example for other artists and the stage for her loyal friend-fans to buy “Taylor’s Version” albums, support her Eras Tour, and in turn, create more Swift revenue to be shared with others. Force For Good thanks Taylor for her inspiration and artist empowerment, integrity, and grace—hopeful, welcome gifts in this era’s media landscape.

California Sound