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Taylor Swift is back to her old tricks with the pretty, polished, and utterly soulless promo for latest track 'Karma'. For all certain factions of her 'Swiftie' fanbase talk up her song-writing abilities as though she were a modern day Emily Dickinson, most of the lyrics here serve as merch-ready soundbites which don't actually mean anything if you think about them for too long. We imagine "Karma is my boyfriend" is already printed on a mug somewhere. The star has been particularly beleaguered of late, as her strangely intense romance with noted racist, misogynist, and altogether insufferable person Matt Healy of the 1975 has drawn questions about the performative nature of Swift's 'activism'. Some have suggested that Ice Spice's feature on 'Karma' is a cynical move on the singer's part, all but saying "look, I have a Black friend, please stop calling my boyfriend racist." The promo itself continues Swift's foray into directing, which explains the slick but oddly hollow visuals. Everything is executed with sleek precision and not a single ounce of grit, and there's something childish about the fairy-tale imagery of Swift being placed on the sunny side of a storybook while her evil haters lurk veiled in shadow on the other. It's boring, and feels like there isn't a shred of personality involved... or perhaps this is as much personality as the deeply cynical artist is willing to show.
Product Category: Promos
Territory: UK
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Taylor Swift - 'Karma (ft. Ice Spice)'
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Taylor Swift is back to her old tricks with the pretty, polished, and utterly soulless promo for latest track 'Karma'. For all certain factions of her 'Swiftie' fanbase talk up her song-writing abilities as though she were a modern day Emily Dickinson, most of the lyrics here serve as merch-ready soundbites which don't actually mean anything if you think about them for too long. We imagine "Karma is my boyfriend" is already printed on a mug somewhere. The star has been particularly beleaguered of late, as her strangely intense romance with noted racist, misogynist, and altogether insufferable person Matt Healy of the 1975 has drawn questions about the performative nature of Swift's 'activism'. Some have suggested that Ice Spice's feature on 'Karma' is a cynical move on the singer's part, all but saying "look, I have a Black friend, please stop calling my boyfriend racist." The promo itself continues Swift's foray into directing, which explains the slick but oddly hollow visuals. Everything is executed with sleek precision and not a single ounce of grit, and there's something childish about the fairy-tale imagery of Swift being placed on the sunny side of a storybook while her evil haters lurk veiled in shadow on the other. It's boring, and feels like there isn't a shred of personality involved... or perhaps this is as much personality as the deeply cynical artist is willing to show.
Product Category: Promos
Territory: UK
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by Syd Briscoe |
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Taylor Swift is back to her old tricks with the pretty, polished, and utterly soulless promo for latest track 'Karma'. For all certain factions of her 'Swiftie' fanbase talk up her song-writing abilities as though she were a modern day Emily Dickinson, most of the lyrics here serve as merch-ready soundbites which don't actually mean anything if you think about them for too long. We imagine "Karma is my boyfriend" is already printed on a mug somewhere. The star has been particularly beleaguered of late, as her strangely intense romance with noted racist, misogynist, and altogether insufferable person Matt Healy of the 1975 has drawn questions about the performative nature of Swift's 'activism'. Some have suggested that Ice Spice's feature on 'Karma' is a cynical move on the singer's part, all but saying "look, I have a Black friend, please stop calling my boyfriend racist." The promo itself continues Swift's foray into directing, which explains the slick but oddly hollow visuals. Everything is executed with sleek precision and not a single ounce of grit, and there's something childish about the fairy-tale imagery of Swift being placed on the sunny side of a storybook while her evil haters lurk veiled in shadow on the other. It's boring, and feels like there isn't a shred of personality involved... or perhaps this is as much personality as the deeply cynical artist is willing to show.
Product Category: Promos
Territory: UK
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