By Friday afternoon, there was a new destination in Arizona: Swift City, population 70,000 fans in town for the first stop on Taylor Swift’s Eras tour, and designated by some of them on Google Maps as a place of worship. “Welcome to ERAzona,” the 33-year-old pop star’s publicist emailed me hours before the show, referring to one of the hashtags Swifties developed to tag their arrival for what was billed – and delivered – as an expansive celebration of her undeniably prolific catalog. Team Swift is, as ever, attuned to the online conversation around her; you cannot consume Taylor Swift music without dipping (or diving) into Taylor Swift content. This is an artist who, as some have argued, has come closer than Mark Zuckerberg to building a true metaverse and cultivated a famously chatty, close virtual relationship with her fans.