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Following the 2019 release of "Lover," Taylor Swift undertook the task of re-recording her earlier albums. This decision was spurred by the sale of all rights to her music catalog by her former record label, Big Machine Records, to her music manager, Scooter Braun. With the release of each subsequent album, Taylor introduced new merchandise, propelling the American artist to unprecedented heights. Since 2019, the traffic to Taylor's online store has steadily increased. This phenomenon has particularly intensified in 2023, marked by the launch of "The Eras Tour," where each concert is a journey through her various musical "eras" of the past 17 years. From January to September 2023, the singer's online store had surpassed ** million DTC (direct-to-consumer) visits.