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31 January 2023 |
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3 mins 30s |
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Taylor Swift is in a reflective mood on latest track 'Lavender Haze', depicting herself under a literal cloud as she's gripped by insomnia in the accompanying promo. Rather than being bothered by personal concerns, though, the lyrics suggest she's once again preoccupied with the demands put on her public image: "I'm damned if I do give a damn what people say/ The 1950s shit they want from me/ I just wanna stay in that lavender haze." The promo suggests Swift is evolving as a director, as it's a far classier affair than the cringey, story-driven efforts of 'Bejewelled' or 'Anti-Hero'. Aesthetics take centre stage here, with purple-tinged shots of late night angst contrasted with fanciful VFX of starry skies and a scene of the singer lounging in a violet pond... although the eventual reveal that everything takes place in a giant, galaxy-filled fish bowl is a bit on the nose. Swift's team also deserve props for knowing their audience here, as the decision to cast a trans man as the singer's love interest will generate enough goodwill to wipe away residual anger about the immense fuck-up that was her recent tour ticket release. It's a timely gesture of support for the LGBT community, taken at face value, and also earns the artist plenty of much needed brownie points... a win-win for all involved.
Product Category: Promos
Territory: UK
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Taylor Swift - 'Lavender Haze'
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Taylor Swift is in a reflective mood on latest track 'Lavender Haze', depicting herself under a literal cloud as she's gripped by insomnia in the accompanying promo. Rather than being bothered by personal concerns, though, the lyrics suggest she's once again preoccupied with the demands put on her public image: "I'm damned if I do give a damn what people say/ The 1950s shit they want from me/ I just wanna stay in that lavender haze." The promo suggests Swift is evolving as a director, as it's a far classier affair than the cringey, story-driven efforts of 'Bejewelled' or 'Anti-Hero'. Aesthetics take centre stage here, with purple-tinged shots of late night angst contrasted with fanciful VFX of starry skies and a scene of the singer lounging in a violet pond... although the eventual reveal that everything takes place in a giant, galaxy-filled fish bowl is a bit on the nose. Swift's team also deserve props for knowing their audience here, as the decision to cast a trans man as the singer's love interest will generate enough goodwill to wipe away residual anger about the immense fuck-up that was her recent tour ticket release. It's a timely gesture of support for the LGBT community, taken at face value, and also earns the artist plenty of much needed brownie points... a win-win for all involved.
Product Category: Promos
Territory: UK
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by Syd Briscoe |
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Taylor Swift is in a reflective mood on latest track 'Lavender Haze', depicting herself under a literal cloud as she's gripped by insomnia in the accompanying promo. Rather than being bothered by personal concerns, though, the lyrics suggest she's once again preoccupied with the demands put on her public image: "I'm damned if I do give a damn what people say/ The 1950s shit they want from me/ I just wanna stay in that lavender haze." The promo suggests Swift is evolving as a director, as it's a far classier affair than the cringey, story-driven efforts of 'Bejewelled' or 'Anti-Hero'. Aesthetics take centre stage here, with purple-tinged shots of late night angst contrasted with fanciful VFX of starry skies and a scene of the singer lounging in a violet pond... although the eventual reveal that everything takes place in a giant, galaxy-filled fish bowl is a bit on the nose. Swift's team also deserve props for knowing their audience here, as the decision to cast a trans man as the singer's love interest will generate enough goodwill to wipe away residual anger about the immense fuck-up that was her recent tour ticket release. It's a timely gesture of support for the LGBT community, taken at face value, and also earns the artist plenty of much needed brownie points... a win-win for all involved.
Product Category: Promos
Territory: UK
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