In 2023, Taylor Swift's Eras Tour produced a second stage before the concerts even began. On 1 June in Chicago, hundreds lined up for merchandise outside Soldier Field, and CBS Chicago reported that some fans had waited more than eight hours. In Los Angeles on 2 August, one day before the first SoFi Stadium show, thousands queued for official tour goods.
They were not waiting to enter the concert. Their place in line was for clothing and souvenirs carrying the tour's imagery, often before particular items sold out. Chicago imposed purchase limits, turning the queue into more than a measure of popularity: it was also a way to distribute scarce, highly desired merchandise.
What distinguishes this line is how the concert experience extended beyond the venue and the performance. Choosing something that could carry the memory home—and talking with other fans about outfits and expectations—became part of the tour itself. Although the queue was commercial, a temporary audience community had already formed outside.