Ed & Taylor – A Dual Tribute for Every Audience

When it comes to tribute shows, most productions focus on replicating the career and music of a single artist. Ed & Taylor breaks that mould. This touring production unites two of the most influential and commercially successful pop artists of the modern era, Ed Sheeran and Taylor Swift, into one dynamic, family-friendly experience. It is a pairing that delivers universal appeal, drawing in audiences across generations, genders, and music tastes.

The concept was born out of detailed market research by Artist Republic. Having already achieved significant success with Thinking Out Loud, our Ed Sheeran tribute show, we saw an opportunity to widen the reach even further. Ed Sheeran’s music already appealed to a broad demographic, cutting across ages and musical preferences. Taylor Swift’s following, while equally global, carried an unmatched energy and dedication, particularly among female audiences. Combining the two would create a production with a rare ability to engage every sector of the ticket buying public, from grandparents to children, from dedicated fans to casual music lovers.

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From Concept to Sell Out Tour

In 2024, Ed & Taylor launched with a 13 date UK theatre tour. Venue capacities ranged from 350 to 2,500, and the response exceeded even our most ambitious expectations. Every single date sold out approximately five weeks in advance, with some selling out as early as four months ahead. The demand confirmed what our research had suggested — this was a show with mass appeal, delivering a proven return for venues, promoters, and festivals alike.

From the outset, Artist Republic provided a full 360 service for Ed &Taylor. As the brand’s owner and developer, we managed every element of the show. This included booking, routing, production design, creative direction, session musician recruitment, musical arrangements, marketing, PR, international logistics, and all promoter and venue relations. We handled every detail so the performers could focus entirely on delivering the best possible show.

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A Show Designed to Engage

The production is split into two distinct halves, allowing each tribute artist to shine individually while building anticipation for the finale. The first half features our Ed Sheeran tribute, capturing the stripped back authenticity and live looping energy that defines Ed’s performances. The second half belongs largely to Taylor Swift, complete with multiple costume changes, intricate visuals, and the kind of high energy staging her fans expect.

One of the unique selling points of Ed & Taylor is the genuine musical connection between the two real life artists. They have released three hit singles together, and this provided the creative foundation for a series of on stage collaborations. Halfway through Taylor’s set, the two tributes come together to perform these songs as duets, including creative reinterpretations of Shake It Off and Bad Habits as joint numbers. This crossover moment never fails to get audiences on their feet, delivering a shared finale that feels fresh and authentic.

The show is supported by a live session band handpicked by Artist Republic. Each musician is chosen not only for technical skill but also for the ability to deliver a polished, professional performance in both theatre and festival settings.

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Scaling Beyond Theatres

The immediate sell out success of the UK theatre tour demonstrated the strength of the concept, but it was only the beginning. Ed & Taylor quickly found its way onto festival line ups and heritage concert series. One of the standout appearances was at the Trentham Gardens concert series in Stoke on Trent, a heritage venue with a capacity for large outdoor audiences. The show brought a broad demographic to the site, selling strongly and creating a family-friendly atmosphere that delighted organisers. The result? A rebooking for the following year before the summer season had even ended.

International touring followed. The production has performed in Europe at both theatres and festivals, adapting seamlessly to different environments while maintaining its high production values. Recent highlights include headlining at week long arts festivals in Germany and appearing as the closing act at several one day festival events.

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Full Service Management by Artist Republic

Ed & Taylor is a textbook example of Artist Republic’s 360degree management model. As the creators and owners of the brand, we are responsible for every element of the show’s ongoing success:

• Market research and concept development – Identifying the pairing’s potential and shaping the creative format

• Booking and routing – Selecting the right venues and festivals, negotiating terms, and creating efficient touring schedules

• Creative direction – Designing the setlist flow, visual style, and staging to deliver a cohesive audience experience

• Production management – Handling all technical requirements, from stage plots and lighting cues to multimedia content

• Musical arrangements – Working with the tribute artists to ensure faithful yet engaging performances

• Band recruitment – Selecting and contracting the session musicians who bring the show to life

• Marketing and PR – Delivering national and regional campaigns, digital advertising, and media coverage

• International logistics – Managing travel, freight, accommodation, and compliance for overseas shows

• Promoter and venue liaison – Maintaining strong relationships to secure repeat bookings and favourable terms

Because Artist Republic oversees the brand entirely, we ensure consistency of quality wherever the show is performed. Whether it is in a 350seat theatre or a festival main stage, Ed & Taylor delivers a polished, professional experience.

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Results That Speak for Themselves

In less than two years, Ed & Taylor has evolved from a concept into an internationally touring brand with proven box office appeal. Every UK theatre date has sold out. Festivals and concert series organisers have rebooked after the first appearance. International audiences have responded with the same enthusiasm as UK fans. The show now stands as one of the most marketable tribute productions available, with the rare ability to cross demographic boundaries and appeal to almost any ticket buyer.

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Looking Ahead

With its proven track record, Ed & Taylor is set for further growth. Plans are in motion for expanded UK touring, additional European dates, and new festival appearances. The brand continues to evolve creatively, with fresh setlist additions and visual elements keeping the show current for returning audiences.

For promoters, venues, and festivals, Ed & Taylor represents a safe, marketable booking with broad audience appeal. For Artist Republic, it is a flagship production — a perfect example of how our full service model can take a concept from an idea to an international success.