Taylor Swift fans prepared to tackle climate issues by changing how they collect pop star's music.

Editor Stephen Hill 18th February 2025

It has been eight months since Taylor Swift made a remarkable impact at Edinburgh's Murrayfield Stadium. 

The international megastar performed three shows in the capital in June 2024, setting records during the highest-grossing tour of all time. 

She broke attendance records at the iconic venue, and the excitement of her fans even caused seismic activity to be detected 6 km (3.73 miles) away.  

Now, Swifties are paving the way for meaningful change in how they collect their favorite artist's music in response to climate change. New research from the University of Glasgow reveals that one in four fans of the 22-time Grammy winner are exploring plastic-free alternatives to traditional vinyl records. 

With most vinyl records made from polyvinyl chloride (PVC), a material considered one of the most environmentally harmful plastics, this shift is both timely and necessary.  "What we’re witnessing is a fascinating evolution in how younger fans connect with vinyl records," said Professor Matt Brennan, a Professor of Popular Music at the University of Glasgow. "The survey findings indicate that for many Taylor Swift fans, vinyl may increasingly represent a tangible connection to their favorite artist rather than just the act of listening."  One in four Taylor Swift fans in the study are open to the idea of purchasing a 12-inch "sleeve-only and download code" version of an album to reduce plastic use.  

Dr. Graeme Hunt, a researcher in the James Watt School of Engineering, emphasized, "We don’t view the 12-inch 'sleeve-only and download code' album as a one-size-fits-all solution. While music is relatively low-emitting compared to sectors like energy, transport, food, and manufacturing, the live and recorded music industries do rely on those higher-emitting sectors. We believe music culture can inspire these industries to lessen their environmental impact and accelerate the transition to renewable materials."  

The research also revealed that over half of the fans own multiple copies of the same Taylor Swift album on vinyl, with some passionate fans owning up to eight copies of a single album.  

"We’re captivated by the symbolic and storytelling power of music culture, and the ability of artists to inspire and create spaces for imagining alternative ways of living," Professor Brennan added. "We are excited to envision what a post-fossil fuel future looks and sounds like and the crucial role music culture can play in driving this transformation.