So as I am sure most of you know Taylor Swift recently released a new track titled “Look what you made me do” and she premiered the music video last night at the VMA awards. The release came after much speculation and a social media wipe from the artist’s side. She wiped her social media pages clean and started posting very strange snake content. Ahead of the official release, there was already a vibe surrounding this new era of what is T. Swift up to…
I first heard a snippet of the song when Shonda Rhymes released a teaser video of her new TGIT season. She used the song as a background to her teaser content. At first, I thought ok, it seems different. Let me hear the rest of the song before I decide. I watched the music video last night and I must say, my feelings are very mixed. The song and record are created around the concept of her reputation, which in itself is not odd for an artist in the limelight. Their reputations are always under scrutiny and we do live in a very judgmental society. So I understand her wanting to speak out about her reputation.
The video takes on a rather synical approch. There are so many signifiers of the end of the ‘old’ Taylor Swift. She repeats many of the characters she has previously played in old music videos and makes so many refrences to stories that she has been involved with in the past year. There is a reference to her feud with Katy Perry, the incident with Kim and Kanye West and even a reference to her recent law suit which she won. There is no doubt that the video is beautifully crafted- which all Taylor Swift videos have in common. (Remember her trip to Africa for wildest dreams?)
It is clear that Taylor worked very hard on the minor details within the video. Many of them are not even visible on first glance but after the third or fourth time watching the video, it becomes clear how many Diggs the star is stabbing at her past. It is a really brilliant music video. There is so much to look at and it is clear that this video was not made on a small budget. I get it. I understand that she felt like it was time to speak out about all the shade she has been receiving from all ends. However, part of me is sad that she is trying so hard to kill off old Taylor- I loved old Taylor. 1989 was and still is one of my favorite records to date. That music inspired me so much and I still listen to it on a regular basis.
I understand that there comes a time where stars feel like they need to evolve and grow. However, Taylor Swift has always represented such positivity within the industry- a trait which should always be encouraged. So I am not completely sure of why she felt she needed to make this music so dark? Having said that, the video is really brilliant and clever. T.Swfit always manages to bring some wit into her work and this is no different.
All I can say is that the next Taylor Swift era looks like it is going to be one hell of a ride…
Have a look at her video on her VEVO channel 🙂