Music

It’s Official: I’m No Longer Taylor Swift’s Target Market

Hello friends and TaySway lovers, it’s time for another Critic Of Everything dish on my favorite least favorite celebrity… Taylor Swift.

Taylor Swift dropped a new single today, and no sooner did I think, “I want a visual!” than I discovered her rainbow kitten surprise of a music video on YouTube.

The song is called, “Me!” (narcissist) and features Brendon Urie of Panic! At The Disco.

Guys, if there’s one thing I know about Panic! At The Disco, it’s that teens love ’em.  I work in a high school and it seems like every talent show has some kid covering a Panic! At The Disco song.  Not too shabby for a band that cranked out the anthems when *I was in high school.  Way to stay relevant, Panic! At The Disco.

Anyways, the video for “Me!” sees Taylor fully moving into bubblegum pop territory.  Her brand now feels more aligned with Meghan Trainor and Katy Perry than Kacey Musgraves or Beyonce.  To me, this song and video say Taylor is no longer interested in growing with the fans who grew up with her.  She’s returning to the demographic that made her a billionaire in the first place- little girls.

Above, find Katy Perry in a very similar music video.

I always admired Taylor’s sense of responsibility toward her younger fans.  I’m sure this step comes on the heels of truckloads of market research saying Taylor should chase Generation Z.  Teen girls have been propelling pop stars since the beginning of the recording industry and with Ariana Grande,  One Direction and Fifth Harmony all trying to attract more mature audiences, teen pop has a void.  Why shouldn’t Taylor fill it?  Nobody really bought the edgy Taylor anyway.

In another universe, Taylor Swift goes to college, gets woke, and uses her massive power and influence to fuck shit up in an epic way a la Bob Dylan or Joni Mitchell.  In  this universe, though, she’s sliding down rainbows and pretending to speak French.  It’s not working for *this adult of approximately Taylor Swift’s age, but then again, I have plenty of friends who bought the Unicorn Frappuccino.

 

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