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Thousands Of Taylor Swift Fans Gather At SoFi For Pre-Show Merch Sale
Official Eras Tour merchandise went on sale Wednesday at a pre-concert sale at Sofi Stadium.
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Claire Fogarty
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LAist
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Friendship bracelets galore were traded and tracks from different eras of Taylor Swift's musical journey blared from speakers outside Sofi Stadium as roughly 2,000 Swifties gathered early Wednesday morning for a pre-show merchandise sale. Swift kicks off her Eras Tour run at SoFi on Thursday.
At the front of the snaking line, staff members hurriedly unpacked boxes upon boxes of Swift merch — from sweatshirts to T-shirts to quarter-zips. Fans found any shade they could on this hot Los Angeles morning, sitting in camp chairs and designating members of their groups to go on coffee runs.
SoFi Stadium seen on Wednesday, Aug. 2, 2023.
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Claire Fogarty
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LAist
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People began lining up as early as Tuesday night to purchase Eras Tour merchandise at the merch pop-up.
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Claire Fogarty
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LAist
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Wednesday’s event was the first of two pre-show sales, the second happening on Sunday — the only day out of the next seven that Swift isn’t playing a show.
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The first person in line, Blanche Yang, got there at 8 p.m. Tuesday night, early enough to hear sound checks for Thursday’s show. She wanted to purchase merch before work on Wednesday.
“When I was in high school, I used to go to these sample sales, and so I knew in order to get a good place in line I should come early,” she said. “I thought there would be a lot of people in line before I got here, but I ended up being the first one.”
Taylor Swift fans make bracelets at the pre-show merchandise sale before the pop star's Eras Tour at SoFi Stadium in Inglewood on Wednesday, Aug. 2, 2023.
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Claire Fogarty
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LAist
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Some attendees were just there for moral support.
“My girlfriend over here got here at probably 5:30,” said Owen Martin. “I just came to drop off food at like 8:45 and she just sucked me into staying with her.”
The most coveted piece of merch was a blue Eras Tour crewneck. There’s merch at the shows, but some fans wanted to avoid waiting for hours in lines on the day of the show. Also, the sale was open to the public — meaning people who couldn’t secure a ticket for the tour could still go.
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A Taylor Swift fan wears a bejeweled golden "Swiftie" necklace to a pre-concert merchandise sale at SoFi Stadium in Inglewood on Wednesday, Aug. 2, 2023 ahead of the pop star's Eras Tour.
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Claire Fogarty
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LAist
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A Taylor Swift fan shows off friendship bracelets while waiting to buy merchandise outside SoFi Stadium ahead of the pop star's Eras Tour in Los Angeles on Wednesday, Aug. 2, 2023.
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Claire Fogarty
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LAist
)
Christy Castillo Butcher, senior vice president of event programming and booking at SoFi, donned a “Swiftie” necklace of her own, and said that this tour is unlike events she’s worked on in the past.
“The demand is very different, I think the show and this tour are unprecedented,” she said.
Official Eras Tour merchandise went on sale today at a pre-concert sale at Sofi Stadium.
(
Claire Fogarty
/
LAist
)
The L.A. leg of the tour is the last one in the United States, so fans going to this show have had a long wait since the tour was announced in November.
“I just wanted to experience the excitement, the anticipation of waiting for months for this day for so many Swifties,” said Elizabeth Pollock. “And it’s finally here, like it’s really worthwhile. I mean, yeah, I’m exhausted and tired, but it’s totally worth it in the end.”
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But the game has changed: Congress voted to eliminate funding for public media across the country. Here at LAist that means a loss of $1.7 million in our budget every year. We want to assure you that despite growing threats to free press and free speech, LAist will remain a voice you know and trust. Speaking frankly, the amount of reader support we receive will help determine how strong of a newsroom we are going forward to cover the important news in our community.
We’re asking you to stand up for independent reporting that will not be silenced. With more individuals like you supporting this public service, we can continue to provide essential coverage for Southern Californians that you can’t find anywhere else. Become a monthly member today to help sustain this mission.
Thank you for your generous support and belief in the value of independent news.
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