Taylor Swift adds third show at Gillette Stadium, but why?

Taylor Swift
AFP/Getty Images/file
Taylor Swift

Citing “overwhelming demand,” promoters have added yet another Taylor Swift show at Gillette Stadium. The singer will now be performing at the Patriots’ home field on July 26, 27, and 28 as part of a worldwide tour in support of her new album, “Reputation.”

But it’s not at all clear that there is, in fact, “overwhelming demand” to see the 10-time Grammy winner. The July 27 and 28 dates had been previously announced, and there are still plenty — and we mean plenty — of tickets available at Ticketmaster for both shows.

This will be Swift’s fifth tour stop at Gillette Stadium — and her eighth, ninth, and 10th shows there — and while all of her previous concerts have sold out, she’s struggling mightily to sell tickets this time around. And not just at Gillette.


None of Swift’s US shows have sold out so far, prompting The New York Post to declare that the “Reputation” tour is “shaping up to be a disaster.” One problem are the astronomical ticket prices, which range from $100 to $1,800. Another issue is “Taylor Swift Tix,” a Ticketmaster sales gimmick that gives priority to fans who register for a spot in a virtual line — with the ability to move up in the line by purchasing Swift’s LP or other merchandise, like a Taylor Swift T-shirt ($45) or a Taylor Swift ring ($60).

Get The Weekender in your inbox:
The Globe's top picks for what to see and do each weekend, in Boston and beyond.
Thank you for signing up! Sign up for more newsletters here

But the lackluster ticket sales may also reflect fans’ fatigue with Swift, whose latest album — her sixth in 11 years — has received mixed reviews. The singer has also been accused of being out of step with the #metoo movement, with dissing Swift’s brand of feminism as “deeply flawed” and “self-serving.”

“The singer has a documented habit of using the word [feminism] and the ideology to build up her brand and sell concert tickets without putting in the political work,” wrote Bustle’s Kadeen Griffiths. “And when she does speak out on important issues, it’s usually only when they affect, or have affected, her or her predominantly white group of friends.”


Of course, Swift isn’t the only superstar artist who’s found it difficult to fill seats lately. Swift’s frenemy Katy Perry had a similar problem when she played at TD Garden last fall, which was actually good news for fans because ticket prices were slashed in the days before the shows.