How Taylor Swift’s ‘Reputation’ Campaign Leads Up To The ‘Look What You Made Me Do’ Video

Managing Editor, Music
08.25.17 2 Comments

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A lot has happened in the world of Taylor Swift of late, so it’s time to take a bit of a breather and catch up. The gist of it is, Taylor Swift’s new single is out now, the video will drop sometime during the VMAs on Sunday, and Taylor is definitely entering a revenge/noir era. Let’s go through what has happened.

“Look What You Made Me Do” finally drops

First things first, her brand new single is called “Look What You Made Me Do,” and it dropped last night as all those snake teasers eventually promised it would. (For her part, Kim already has her guard up against snake emojis.) Oddly enough, the song includes a co-write/interpolation of Right Said Fred’s “I’m Too Sexy,” a move that has Jack Antonoff written all over it. Listen above in case you somehow haven’t heard it yet.

The revenge fantasy unfolds…

Immediately, the song was met with a huge reaction, as it declares the “old Taylor” dead, and plays up the revenge fantasy storyline that most people are assuming is directed toward Kim and Kanye over that “Famous” controversy.

Wait, she can’t be dragging Kanye’s mom into this, right?

As one enterprising Twitter user pointed out last night, the release date for Taylor Swift’s Reputation is November 10, a date that also happens to be the tenth anniversary of the death of Kanye’s mother Donda. Now, even in petty celebrity beefs, a situation like a parent’s death — and the profound impact it had on Ye — is entirely too far and off limits.

This coincidence made a lot of people very upset, but truthfully, it was probably just that, a coincidence. Every other fall since 2006 (except last year) Taylor has been releasing an album around this timeframe: Taylor Swift on 10/24/06, Fearless on 11/24/08, Speak Now on 10/25/10, Red on 10/22/12, and 1989 on 10/27/14.

With only so many Fridays within that fourth quarter, her label confirmed that the selected date is strictly a business decision and not another revenge plot point. That is, unless Kanye is involved too and this album serves as some sort of massive epilogue for both of their VMAs storylines.

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