VERSIONS OF DOMINATION

Of 748m total units U.S. YTD, Taylor Swift has 14.7m, including 1.5m for the first week of 1989 (Taylor’s Version), which amounts to a 2% overall marketshare. For perspective, Morgan Wallen and Drake are at 1% and 0.9%, respectively. Global marketshare is valued by the investment community at roughly $1 billion per percentage point.

We’ve spilled plenty of ink detailing what a force of nature Taylor is and how her domination of the marketplace from every conceivable angle is next-level. But she just seems to get bigger, and to rule every area she enters—the rerecorded albums, the massive tour, the blockbuster movie of the tour, the NFL games where her mere presence changes the center of gravity (even if the Chiefs have gotten off to a less-than-spectacular start to their season at 6 and 2). There’s been some conversation that a live album from Tay’s Eras Tour could be next to be announced, perhaps around the time of the 2/4 Grammys telecast, which she is also expected to rule. Will Travis Kelce be attending, or will he be preparing to defend his Super Bowl championship in Las Vegas?

In any event, now comes her biggest rerecording yet, along with a fresh avalanche of merch. What will she sell us next? And while we’ve just had news of her net worth hitting $1b, what is the valuation of Taylor Swift Enterprises? How many billions is she really worth, at a multiple of, say, 15-20 times earnings?