Airbnb launches Icons, a celebrity-hosted experience with Janhvi Kapoor, Kevin Hart, Doja Cat and more
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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The other Icons include a stay in the home from the Disney movie ‘Up’, located in the scenic red rocks of Abiquiu, New Mexico, complete with more than 8,000 balloons. Guests can also spend the night at the Ferrari Museum in Maranello, Italy, and take a lap with Scuderia Ferrari ambassador driver Marc Gené.
Airbnb has launched Icons, a new category of experiences hosted by renowned figures from various fields, on Thursday, May 2. Bollywood star Janhvi Kapoor is among the first 11 Icons, offering an overnight stay at her family home in Chennai, where guests can learn her beauty secrets and taste her favourite South Indian dishes.
Brian Chesky, Co-founder and CEO of Airbnb, in a company statement, said, “Icons take you inside worlds that only existed in your imagination—until now. As life becomes increasingly digital, we’re focused on bringing more magic into the real world. With Icons, we’ve created the most extraordinary experiences on earth.”
The other Icons include a stay in the home from the Disney movie ‘Up’, located in the scenic red rocks of Abiquiu, New Mexico, complete with more than 8,000 balloons. Guests can also spend the night at the Ferrari Museum in Maranello, Italy, and take a lap with Scuderia Ferrari ambassador driver Marc Gené.
Another Icon is a stay in the Paris Art Museum’s iconic clock room, transformed into a luxurious bedroom by Mathieu Lehanneur, designer of the Paris 2024 Games torch and cauldron.
Hollywood actor Kevin Hart offers an A-list evening at his members-only Coramino Live Lounge, while Grammy-winning artist Doja Cat will entertain with a living room music session.
In another attraction, guests can reside in the house featured in the American rock musical-drama film Purple Rain. The production’s lead actor and famous rock musician Prince had purchased the property in Minneapolis, Minnesota. The artist, once a part of the band ‘The Revolution,’ passed away in 2016 and the home has never been available to the public until now.
TikTok sensation Khaby Lame invites guests to his hometown in Milan, Italy, and reggaeton superstar Feid offers a week-long experience on his FERXXOCALIPSIS World Tour.
Icons are extraordinary experiences from the greatest names in music, film, sports, and more pic.twitter.com/6mKEu8HzQj
Icons will be featured as a category on the Airbnb homepage. Most Icons are free, and all are priced under $100 per guest. Guests can request to book through the app, and those selected will receive a digital golden ticket. More than 4,000 tickets will be available in 2024.
Airbnb has also announced new features for group trips, as more than 80% of bookings on Airbnb are group trips. These features include shared wishlists, a new messages tab, AI-suggested quick replies for hosts, and trip invitations.
The company has also upgraded features for hosts, including an expanded earnings dashboard, an updated Listings tab, and a simple way to switch between the guest and host sides of the app.
These announcements come after Brian Chesky stated that the company is at an inflection point. “2024 marks the beginning of a new chapter for Airbnb, and I look forward to sharing more throughout the year,” he said.
In 2023, Airbnb reported revenue of $9.9 billion with a net income of $4.8 billion. The company has grown to more than 5 million hosts with over 7.7 million active listings since its inception in 2008, welcoming over 1.5 billion guests in over 220 countries and regions.
Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout
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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter
LVMH is considering options for Marc Jacobs amid buyer interest, say sources
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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The fashion giant has been working with advisers to study possibilities for Marc Jacobs after getting approaches from suitors, sources said. The brand could attract bids from other consumer companies as well as private equity firms, the people said, asking not to be identified because the information was private.
LVMH Moet Hennessy Louis Vuitton SE is exploring options for its Marc Jacobs fashion brand amid interest from potential buyers, people with knowledge of the matter said.
The fashion giant has been working with advisers to study possibilities for Marc Jacobs after getting approaches from suitors, the people said. The brand could attract bids from other consumer companies as well as private equity firms, the people said, asking not to be identified because the information was private.
The review is in the early stages and LVMH hasn’t made a final decision on how to respond to the interest. The luxury conglomerate could continue growing the business itself, according to the people.
A representative for LVMH said the company strongly denies it’s considering a sale of Marc Jacobs, declining to comment further.
It’s relatively rare for LVMH to divest any of the brands in its portfolio. One of the last major disposals was in 2016, when it agreed to sell Donna Karan and DKNY for an enterprise value of $650 million. Any deal would help LVMH to capitalize on a years-long turnaround of Marc Jacobs and allow it to offload a brand in the affordable luxury category in order to focus on higher-end offerings.
Fashion designer Marc Jacobs, 61, was an artistic director for more than a decade at the Louis Vuitton brand, which is LVMH’s biggest profit contributor. The New York native’s namesake brand was founded in 1984 alongside business partner Robert Duffy. LVMH owns about 80% of the brand, while Jacobs and Duffy own the remainder.
Marc Jacobs sells products like The Tote Bag that retail for €550 in France, much lower than the €1,500 price tag for a Louis Vuitton Neverfull bag. It ventured into personal care in 2007, debuting the Marc Jacobs Daisy perfume with the famed floral cap and subsequently launched a beauty collection in 2014, according to its website.
LVMH has restructured Marc Jacobs in recent years, which led to a simplification of its product offering. The profitable brand recorded about €600 million ($642 million) of sales in 2023, one of the people said. LVMH doesn’t break down financial performance by label.
Paris-based LVMH is the world’s biggest luxury conglomerate, having amassed 75 labels ranging from Tiffany & Co. to Christian Dior and champagne maker Dom Perignon.
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The rise of music streaming in the early 2010s revitalised an industry that was grappling with illegal downloads and digital transition challenges. While platforms such as Spotify, Prime Music and Apple Music thrived, music artists made money through tours and merchandise sales. (Image: Reuters)According to PwC’s Global Entertainment and Media Outlook, global live music festival revenues surged in the past few years, exceeding $20 billion in 2022 and is expected to reach $25 billion by 2027. (Image: Reuters)Notably, live performances by Taylor Swift, Beyoncé, and Bruce Springsteen accounted for 10% of the total live music revenues, according to Pollstar data. In 2023, the top eight festivals worldwide grossed $192 million. While Outside Lands Music & Arts Festival in San Francisco topped the list followed by the Hard Summer Music Festival in Los Angeles, Phish: Riviera Maya held in Cancun finished third. Here’s a look at the top 8 highest-grossing music festivals in the world. (Image: Reuters)No 1. Outside Lands Music & Arts Festival | The highest grossing music fest is Outside Lands Music & Arts Festival, which is one of the biggest independently-owned music festivals in the US. It has been held in San Francisco’s Golden Gate Park since 2008. In 2023, it’s gross revenue was $40 million, according to statista. (Image: Reuters)No 2. Hard Summer Music Festival: The Hard Summer Music Festival takes place in Hollywood Park in Los Angeles and is mostly focused on electronic music. (Image: Hard Summer)No 3. Phish: Riviera Maya | The Phish: Riviera Maya is dedicated solely to the jam band and was held in February 2023 in Cancun. In 2023, it’s gross revenue was $22.1 million. (Image: Phish Riviera Maya)No 4. Tecate Pa’l Norte | Tecate Pa’l Norte is a musical festival held annually in Mexico and in 2023, its gross revenue was $20.7 million.No 5. Corona Capital Festival | Corona Capital is a music festival held in Mexico annually. It debuted in 2010 and is organised by Grupo CIE, and mainly features rock music (Image: Reuters).No 6. Hurricane Festival | The Hurricane Festival has taken place in Scheeßel, Germany, since 1997. It’s considered one of the largest music festivals in Germany. A total of over 80 bands performed in Scheeßel in 2022. (Image: Hurricane FestivalNo 7. Lollapalooza Brasil | Lollapalooza Brasil is held in São Paulo, Brazil. The total number of tickets sold in 2023 was 227,283 with a gross income of $19.7 million. (Image: Reuters)No 8. CMA Music Festival | The CMA Music Festival is a four-day music festival hosted in June every year in Nashville, Tennessee. In 2023, the music festival’s gross revenue was $19.3 million.
Meet Alejandra Marisa Rodriguez, the 60-year-old Miss Universe Buenos Aires
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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Alejandra Marisa Rodriguez, a 60-year-old has defied stereotypes and clinched the prestigious title of Miss Universe for the province of Buenos Aires.
Alejandra Marisa Rodriguez, a 60-year-old woman, has defied all odds and smashed stereotypes to clinch the prestigious Miss Universe Buenos Aires title. Her participation and victory are not just about celebrating beauty but also a testament to what women can achieve irrespective of age.
Who is Alejandra Marisa Rodriguez?
Alejandra Marisa Rodriguez was born and raised in La Plata, the capital city of Argentina’s Buenos Aires. A lawyer and journalist by profession, her journey to the crown was inspiring and proof of her tenacity. She broke barriers and redefined expectations of age and beauty.
Alejandra said that she was thrilled to be representing this new paradigm in beauty pageants because “we are inaugurating a new stage in which women are not only physical beauty but another set of values.”
She further said that she was encouraged by her family and friends to participate in the competition.
Alejandra will be representing Buenos Aires in the national pageant for Miss Universe Argentina in May 2024.
Last year, the Miss Universe organisation eliminated the age limits for the pageant contestants, and now any woman over the age of 18 can participate. Earlier, the maximum age limit to enter the pageant was 28.
Her win has been met with widespread acclaim and admiration not only for her beauty but also for her courage to defy societal norms and pursue her dreams at a time when many would hesitate to step onto such a stage.
Alejandra’s victory serves as a perfect example that ‘beauty knows no age’. Her journey serves as an inspiration to women and proves that with determination and courage, anything can be possible.
Additionally, another contestant Haidy Cruz (47) is making waves, who will represent the Dominican Republic in Miss Universe 2024.
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‘Can’t wait to share my collection’: Kylie Jenner’s brand, Kylie Cosmetics gets a grand launch in India
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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Kylie Jenner started her entrepreneurial journey in 2015, propelled by her love for makeup and passion for business.
Kylie Cosmetics, Kylie Jenner’s brand has been launched in India as part of the brand’s global expansion. For its launch in India, Kylie partnered with House of Beauty. The company is responsible for bringing coveted international beauty brands to India. Kylie Cosmetics is now available in 25 Sephora stores across the nation.
Upon the beauty store launch in India, Kylie said, “I am so excited to launch Kylie Cosmetics in India. I created Kylie Cosmetics to give my fans access to the makeup products that I use and love, and I can’t wait to share my collection with all my fans in India.”
Driven by her love for makeup and passion for business, Kylie embarked on an entrepreneurial journey in 2015. Not only did she launch her cosmetics brand that year, but she also sold out her debut product, the Kylie Lip Kit, in less than a minute.
Kylie’s e-commerce has become one of the most successful online stores across the world through her direct-to-consumer retail concept. Recognised by Fast Company in 2019, Kylie Cosmetics also found a spot in ‘The World’s 50 Most Innovative Companies’ for “authentically connecting with an entire generation.”
The latest launch collection includes the best-selling matte and velvet lip kits. Other products include Precision Pout Lip Liner, Power Plush Longwear Foundation, Kylash Volume Mascara, Power Plush Longwear Concealer, and Tinted Butter Balm. The purchase for the products can also be made online through its official portal.
Clean formulations, vegan ingredients, high quality, and high pigment are some of the reasons attributed to consumers’ reliance on the products.
On the personal front, Kylie Jenner is rumoured to be dating Timothee Chalamet for a while now. Recently, the couple grabbed headlines after there were claims doing the rounds that Kylie was expecting her first baby. A source, however, clarified that this was not true while the celebrity couple did not react.
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This limited-edition collection, under AJIO’s House of Ethnics, offers over 250 styles of shararas, kurta suit sets, lehengas, sarees and is priced between ₹4,000 and ₹1,50,000. The ethnic outfits are inspired by the upcoming webseries “Heeramandi: The Diamond Bazaar”.
AJIO announced the exclusive launch of a limited edition ethnic collection on Wednesday (April 24), inspired by Netflix and Sanjay Leela Bhansali’s highly anticipated series, Heeramandi: The Diamond Bazaar. This limited-edition collection, under AJIO’s House of Ethnics, offers over 250 styles of ethnic outfits inspired by the series. It will be available for purchase starting April 25.
The collection draws inspiration from the colors, silhouettes, fabrics, and embellishments used in “Heeramandi: The Diamond Bazaar.” It features fabrics like pure silk, tissues, georgettes, and brocades, showcasing traditional dabka hand embroidery, Parsi embroidery, beadwork, and digital prints inspired by the series.
Items include shararas, kurta suit sets, lehengas, and saris, priced between ₹4,000 and ₹1,50,000. Vineeth Nair, CEO of AJIO, expressed the importance of fashion in Sanjay Leela Bhansali’s creations, stating, “Fashion plays a very important role in Sanjay Leela Bhansali’s creations that often explore themes rooted in Indian culture, tradition, and heritage.”
He added that AJIO’s House of Ethnics provided the perfect platform for the collection. “When we thought of this collaboration with Netflix for Heeramandi, it made a lot of sense. AJIO’s House of Ethnics was the perfect launchpad for this limited-edition collection, enabling access to the fashion that customers adore and helping them create that dreamy Bollywood-inspired look,” Nair added.
“Heeramandi: The Diamond Bazaar,” marks the series debut of filmmaker Sanjay Leela Bhansali, set in pre-independent India against a backdrop of a freedom movement.
Shilpa Singh, Senior Director, Marketing Partnerships, APAC at Netflix, highlighted the significance of costumes in Bhansali’s stories, calling the collaboration an opportunity for fans to own the exquisite designs worn by the leading ladies in the show. “Costumes in Sanjay Leela Bhansali’s stories are characters in their own right, adding depth to the storyline,” Singh added.
AJIO House of Ethnics offers top ethnic brands like BIBA, Indie Picks, Nyrika, Aarke by Ritu Kumar, Satya Paul, Ri-wah, Global desi, Gulmohar Jaipur, Soch, and Fabindia. With over 3 lakh styles, it has become India’s preferred destination for ethnic fashion.
“Heeramandi: The Diamond Bazaar” will start streaming on Netflix from May 1.
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65% online shoppers from non-metro cities; Bengaluru emerges as Gen Z capital: Myntra
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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Myntra’s monthly active users touched the 60 million mark, with 6 million customers making 30 visits to the platform each month on average, according to the fashion and beauty e-retailer’s trend report.
E-commerce fashion major Myntra has witnessed nearly 75 million users join the platform in the last 12 months, of whom 65% came from non-metro cities.
According to the fashion and beauty e-retailer’s trend report, monthly active users on the platform touched the 60 million mark, with 6 million customers making 30 visits to the platform each month on average. Additionally, 2 million monthly users engaged with Myntra’s features: MyFashionGPT, MyStylist and Maya.
Shedding light on fashion preferences, the report highlighted that premiumisation is on the rise. Indian wear on Runway Icons (Myntra’s one-stop destination for premium Indian wear) witnessed the doubling of demand, while the premium luggage category grew at 55% year-on-year (YoY). The demand for Luxe selection clocked an impressive 150% YoY increase, according to the report.
In the premium range, brands like Forever New, Calvin Klein Jeans, Trendyol, and Gant emerged as the customer favourites. According to a report by Bain & Company, India’s luxury market could expand to 3.5 times its current size by 2030.
In fact, traditional attire with monochromatic lehengas and metallic sarees gained traction alongside Bollywood-inspired looks, with a whopping 12x surge in demand for ombre sarees during the festive season.
The menswear market also experienced robust growth, driven by factors such as changing societal norms, increased fashion consciousness among men, and a growing emphasis on individual expression. Myntra witnessed that men experimented with crochet shirts and bold graphic tees. The platform witnessed a 3x rise in demand for oversized t-shirts and baggy cargos. As per a Statista report, in 2024, the revenue in the men’s apparel market in India amounts to $31.10 billion and it is projected that the market will experience an annual growth rate of 3.93% (CAGR 2024–2028).
In terms of colours, men opted for shades like white, grey, teal, and olive, while women shoppers gravitated towards pastel hues of beige, peach, and lavender. However, classics, black and blue, continued to maintain their steadfast reign across various cohorts.
According to a report by Bain and Company, India’s online shopper base is estimated to increase to 400–450 million by 2027 and a third of online shoppers are Gen Z. The race to woo the next generation of shoppers is on, with Myntra actively investing in the Gen Z cohort with the launch of FWD.
Interestingly, Bengaluru emerged as Gen Z’s influence on fashion, with varsity jackets, bling dresses, and oversized blazers that captured the imagination of this trendsetting cohort, according to Myntra’s report. In terms of colour choices, Gen Z preferences showcase a penchant for bold and metallic tones, reflecting their influence on contemporary style.
India’s beauty and personal care market is projected to touch $30 billion by 2027, accounting for about 5% of the global market, according to a report launched by Redseer Strategy Consultants along with Peak XV.
Myntra’s Trend Index report also showed that the beauty and grooming landscape witnessed a surge in demand for science-backed skincare and meticulous hair care routines. As per the report, Maybelline Superstay Matte Ink was seen stealing hearts, with 75% of Myntra’s women shoppers diving headfirst into the world of beauty products already. Men’s grooming is also having a moment of its own, with acne and pimple care solutions, ingredient-led serums, and hair removal sprays making their way into carts.
Sharon Pais, Chief Business Officer, Myntra said, “The findings of the report strongly suggest that the country is on the journey of premiumisation and there is a marked rise in adoption of trends across cohorts. When it comes to fashion, the country has become experimental in its choices while also adopting self-care and personal grooming in a big way.”
“These trends mirror India’s lifestyle choices and underscore our role as an enabler to make the latest from the world of fashion and beauty available to millions of our customers, on the back of cutting-edge technology and differentiated service,” said Sharon Pais, Chief Business Officer, Myntra,” he added.
Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout
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How Vedanta chairman Anil Agarwal, 70, does an hour’s swim, light weight training and meditation
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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Anil Agarwal said that he has followed a routine that helped his mind and body equally.
As youngsters grow more and more fitness-conscious, Anil Agarwal, the Vedanta Chairman, said that apart from external appearance, it is “equally important to exercise your mind and better yourself from within”.
Agarwal, 70, shared on X his daily routine, which includes an hour-long swimming, besides dedicating half an hour each to lightweight training and meditation. He said these two hours are the ‘most important’ part of his day, allowing him to function “10x better”.
“Youth are much more conscious about fitness and good health today. Lekin, I always tell my children and all youngsters – as much importance you give to your external appearance, it is equally important to exercise your mind and better yourself from within, such as your attitude and behaviour towards life,” Agarwal wrote.
He said that he has followed a routine that helped his mind and body equally.
“Over time, I have formed my routine which has helped my mind and body equally. I have a long way to go, but every day there’s a small improvement. My daily routine involves an hour’s swim, 30 minutes light weight training and 30 minutes of meditation. These two hours are the most important of my day. I feel I can function 10x better with this,” he added.
Youth are much more conscious about fitness and good health today.
Lekin I always tell my children and all youngsters – as much importance you give to your external appearance, it is equally important to exercise your mind and better yourself from within, such as your attitude… pic.twitter.com/HUECqU0ZZn
Agarwal later went on to introduce his followers to his wife Kiran Agarwal’s “secret green juice recipe”.
While sharing a photograph of himself with a glass of it, he wrote, “Today, I will also introduce you all to my wife’s secret green juice recipe. She has made it a part of my diet for years and even though I didn’t enjoy it much before – now I’m sure this has helped me tremendously in life.”
Decoding the ingredients used in this secret recipe, he shared, “Asked her the recipe and sharing with all of you: Lauki, karela, spinach, aloe vera, amla, lemon juice, celery and ginger.”
The billionaire urged his followers and well-wishers to try the recipe for a week and share its results with him. He also asked them about their “daily dose of health”.
“Ek week try karke bataiye! Let me know how you feel. Also, what’s your daily dose of health?” he asked.
In the comments section, X users were quick to share some of their healthy recipes.
“Sir, I take a blend of meethi, kala jeera, ajwain (carom seeds) and haldi powder every morning with a glass of warm water. Pranam,” one user wrote.
Another one added, “Sir Thanks, This Green Juice is also part of my daily Lunch Menu.”
A few days ago, Agarwal shared a photograph of himself carrying a cricket bat in hand and said that he is “thoroughly enjoying” the ongoing Indian Premier League (IPL) season.
“Main meeting ke beech mein bhi thoda time chura ke score check karta rehta hoon. Mujhe hassi aati hain kyonki saamne baithe log bhi toh aankhein chura kar har 2 min mein score check karte rehte hain,” he wrote.
He further stated that IPL, which he feels is at the standard of the UK’s Premier leagues or US NBA, has transformed India and is a “shining example of Indian entrepreneurship.”
Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout
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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter
How big is Taylor Swift in India — ask the small businesses
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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From scented candles to journals, these businesses bridge the gap for fans unable to access official merchandise, fostering a vibrant community united by their love for Taylor Swift.
Taylor Swift is more than just a singer-songwriter. She is a global phenomenon, a living legend, especially since she set her record-breaking The Eras Tour in motion. She is the true story of a writer’s billion-dollar success — a success that came from being relatable and aspirational, at the same time.
Her latest album The Tortured Poets Department (TTPD) scored 313 million streams on Spotify, while simultaneously selling over a million copies — all in a single day. This is something that no other artist in history has been able to achieve and everyone is vying for a piece of this pie, regardless of whether they’re a fan or not.
But things haven’t always been the way they are now. As little girls growing up in a small town in Uttar Pradesh, Swift was our best-kept secret back in 2008. Passing hand-written lyrics of Love Story in between classes to painting our nails sky blue just like her in the Our Song music video or writing 13 on the back of our hands because that’s what she does — our friends and we would hop on to every chance to feel close to her.
Cut to 2023 and almost everyone is a Swiftie — what the fanbase likes to call itself. This woman who started her music career 17 years ago isn’t just relevant today but is also constantly making headlines and how! There has never been a better time to be a Swiftie, especially in a country like India.
When Swift announced the international leg of The Eras Tour — a three-and-a-half-hour concert where she performs various numbers from her career — in June 2023, Indian Swifties were seemingly upset finding no mention of the country in the list. The closest was Singapore and fans left no stone unturned to find a seat in the National Stadium, Singapore where Swift performed six shows in March 2024.
We got to play 6 shows in Singapore for the most wonderful crowds – just want to say thank you from the bottom of my heart to everyone who traveled and put so much effort into being at our shows. What an unforgettable way to end this leg of the tour!! See you in May when we get… pic.twitter.com/CpFhBhHg1F
It was her only stop in Southeast Asia and getting the tickets was not a walk in the park. Fans had to wait hours in a virtual queue just to be able to grab a spot to book the tickets — ranging from 88 SGD (₹5,456) to 1,228 SGD (₹76,136).
According to a March 2024 report by The Hindu, Sanjana Shankar, a Chennai-based law student, spent ₹15,000 on tickets and ₹50,000 for a five-day stay in the country with her friends.
Agasthya Shah, a 21-year-old content creator, also attended the concert with his girlfriend with 13 painted on the back of their hands and friendship bracelets to exchange. He said that they met about 25 other Indians at the stadium on the night.
(Image: Twitter)
“Being a Taylor Swift fan is an experience. The first song I ever heard of hers was Blank Space (Swift’s single from her album 1989) and became a fan when Midnights came out. She brings out the emotions in her songs, and that’s what makes her relatable. Nobody does it like she does,” Shah told CNBC-TV18.
The fans who could not attend the concert were delighted when Swift announced that Taylor Swift: The Eras Tour concert film would be coming to Indian theatres and like Swift said in Long Live “the crowds went wild.”
“The musical, a passionate tapestry of her journey and experimentation with music complete with Swift’s connection with her audience and her saga resonated with audiences all over the country. We spanned an impressive 75 cities, selling a total of 3 lakh tickets. While Mumbai, Delhi NCR, Bangalore, Chennai, Hyderabad, Pune, and Kolkata locked the top spots, who could have guessed that fans from emerging markets like Nashik, Kota, Siliguri, Ludhiana, Jalandhar, Salem, Guntur, Rourkela, Ranchi, and Srinagar would drive the sales to astounding new heights,” Sanjeev Kumar Bijli, Executive Director, PVR INOX told CNBC-TV18.
Swifties were absolutely ecstatic as they got to experience the magic of Taylor Swift’s live performance on the big screen at PVR! 🎬🎵
Swifties went all out for the film, donning merch, era-inspired outfits, and chanting lyrics — it was an experience of its own, even on weekday afternoons.
However, getting their hands on official Taylor Swift merchandise remains a pricey affair. As a result, many turn to small businesses selling ‘unofficial’ but more affordable and diverse options. Despite not being official, these products still offer good quality, allowing fans to express their love for Swift without emptying their wallets.
“Every time I browse the store on Taylor Swift’s website, I quickly close it because of how expensive the merchandise is. But thanks to small businesses on Instagram, it’s not inaccessible. My best friend and I love to collect customised stickers for our laptops and phone cases, and accessories like the snake ring from Reputation because it helps us feel closer to Taylor,” Sathvika T, a 26-year-old graphic designer from Hyderabad told CNBC-TV18.
One such business is The Umbrella Store, run by Delhi-based Davneet Kaur since 2019. Kaur’s journey with Taylor Swift-related merchandise when she and her team noticed the enthusiasm of Swifties all across India during The Eras Tour.
“Their unwavering love for Taylor Swift and her music inspired us to create a platform where they could celebrate their fandom through high-quality merchandise. I remember when 1989 (Taylor’s Version) was announced during The Eras Tour and the hype it caused over the internet. Being a Swiftie, I could not resist myself from creating something out of it,” she said.
On The Umbrella Store’s website, under Taylor Swift merch, you will mostly find scented candles and journals, ranging from ₹399 to ₹999. For context, currently, users can only find The Tortured Poets Department merchandise on Swift’s official website — ranging from $25 (₹2,083) to $95 (₹7,917) and primarily consisting of clothing and jewellery. This would most likely be the case till the Europe leg of her tour begins in early May.
(Image: The Umbrella Store)
“All our Taylor Swift-themed candles and journals are a big hit amongst Swifties. This year we launched a limited-edition desk calendar that was Taylor Swift-themed and it received so much love from the fandom. We are hoping to come up with another one next year,” Kaur added saying that she has seen “exponential growth, both in terms of sales and engagement” since launching the merch.
“We have been inundated with messages of appreciation, expressions of joy, and heartfelt testimonials from fans across the country. [Swifties’] passion for Taylor Swift’s music and the sense of community they find in our merchandise has been truly inspiring and humbling.”
Tanisha Agarwal, a 22-year-old software engineering intern shared with us how she stumbled upon the cardigan from Swift’s single Cardigan and bought it, something that she had been obsessing over. The cardigan was listed on Swift’s official website when her album folklore was released in July 2020. She wore a similar one in the music video for the single and it sold like hotcakes at around $65, with additional shipping costs for international orders. If Agarwal and I got it from the same place, she paid only half of that.
“Being an Indian Swiftie isn’t easy since we don’t get to watch her live and the stuff that we might order takes days to reach us. A simple solution to this is buying merchandise from local businesses,” she added. “Even though it’s not the official merch, it still reminds me of Taylor every time I see it in my closet.”
Shah also shared that he had bought Taylor Swift-themed clothing from local businesses before and their quality is quite good. “They are decent in quality with unique designs and affordable. It’s great what they are doing and it is making a lot of people very happy,” he said.
Above Minimum is another such store that has a variety of things to choose from — totes, notebooks, t-shirts, hoodies and more. Yash Dixit, an engineer by education, was trying to get into the D2C business in late 2023 when Swifties found him.
“We were figuring out how to enter the market. We tried multiple things — selling plain t-shirts and hoodies and cricket merch as the World Cup was around. We also started doing custom designs and the most asked customisations came to us from Swifties. We gradually started getting traction from the fans and then we rolled out our website with some designs on hoodies and tote bags,” he said adding that the most demand for clothing was during those times.
(Image: Above Minimum)
According to Dixit, the fans love Above Minimum because of its quality and affordability (ranging from ₹349 to ₹1,099). “We’ve been loved by them because we helped them get an outfit they could wear to The Eras Tour — movie premier and the actual event in Singapore” he added.
While he is not a Swiftie himself, his friend, Saumya, who came up with a lot of the designs has been one since 2013. “I’m eager to purchase Taylor Swift merch, provided there are options that match my vibe and preferences. I’m quite selective, so I don’t like everything, but for the things I do like, I’m ready to buy them without hesitation,” she said. She also used to design items herself and get custom-printed because of a lack of options and thus became a part of Above Minimum when Dixit asked her.
The Swiftie community is essentially about turning passion into art and that, into a business. It might not be worth a billion dollars but it is a gesture of how Taylor Swift has managed to sweep us off our feet over time. We loved her in 2008 when we could only see her on our computer and TV screens, and we love her now when she’s everywhere and everything — all at once.
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Taylor Swift’s ‘The Tortured Poets Department’ album breaks multiple Spotify records; 9 tracks rank in top 200 in India
KV Prasad Jun 13, 2022, 06:35 AM IST (Published)
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Summary
American singer-songwriter Taylor Swift now boasts the top three spots for the most-streamed albums in a single day on Spotify.
In a phenomenal feat, Taylor Swift’s latest album ‘The Tortured Poets Department’ which dropped on Spotify on April 19, claimed the title of the most-streamed album in a single day in the audio streaming platforms history.
The milestone adds another feather to the ‘Florida!!!’ singer’s career. The American singer-songwriter now boasts the top three spots for the most-streamed albums in a single day on Spotify. Leading the charge is “The Tortured Poets Department”, followed by “Midnights” and “1989 (Taylor’s Version).”
The 34-year-old has now solidified her status as the most-streamed artist in a single day on Spotify with the release of her latest musical offering.
History made! On April 19, 2024, Taylor Swift’s The Tortured Poets Department was the first album in Spotify history to have over 300M streams in a single day.
After almost a decade of making their friendship public, Swift and British indie powerhouse Florence Welch joined forces. The two singers who made heartbreaks and heartaches, relatable and borderline desirable, came together for a song that will be remembered for ages to come.
Following the announcement of her upcoming album at the Grammys in February this year, fans’ anticipation reached a fever pitch. To amplify the excitement around the album’s release, Spotify held an art installation at The Grove in Los Angeles, transforming the shopping mall into a poetry to captivate music enthusiasts. Swift’s 11th studio album features 16 tracks.
Taylor Swift’s is synonymous for breaking records on Spotify. With each release, whether it be re-recordings or new music, Swift has consistently set new benchmarks on the audio streaming platform. In October 2022, her 10th studio album “Midnights” released on Spotify and went on to become the most-streamed album in a single day at the time.
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