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Review: Taylor Swift’s “ME!” Is an Ebullient, Eye-Popping Fantasia

The pop singer drops her new single and music video, featuring Panic! At the Disco’s Brendon Urie.

Me!
Photo: YouTube

Earlier this month, Taylor Swift posted an Instagram story with a countdown to the launch of her next musical era. Swift’s 2017 album Reputation and subsequent stadium tour were both sonically and aesthetically darker than anything she’d done before, and the reception was mixed at best, resulting in the lowest-selling album of her career. So it was, perhaps, inevitable that the singer would move away from the combative tone and hard, hip-hop-influenced beats of singles like “Look What You Made Me Do” and “…Ready for It?”

Swift first hinted that a shift in tone was imminent via—where else?—her Instagram account, which, over the last several weeks, has been populated with decidedly softer imagery than usual for the singer, including sequins, butterflies, jewel-encrusted hearts, and fluffy-faced kittens—all bathed in creamy pastel tones. You’d be forgiven for thinking she was preparing to launch a tween apparel line and not the next phase of her global pop domination. But if Reputation taught us anything, it’s that Swift is nothing if not committed, and her new single, “ME!”—which features Brendon Urie of Panic! At the Disco—is a full-tilt 180.

Produced by Joel Little, best known for his work with Lorde and Broods, the song plays like a piss take on the bright and shiny pop of hits like “Shake It Off,” with marching-band drums, stadium foot-stomping, stately brass, and a cartoonishly ebullient hook: “Hee-hee-hee, hoo-hoo-hoo!” Swift may be one of the most self-aware pop stars alive, so it’s impossible not to view everything about “ME!” as a calculated response to her last album, right down to the song’s effusive title (Reputation precedes “ME!”—get it?). Even her signature self-deprecation—“I know I went psycho on the phone/I never leave well enough alone”—is given a self-reflexive twist: “I promise that you’ll never find another like me.”

The music video, co-directed by Dave Meyers and Swift, begins with a shot of a pink snake—a nod to the singer’s supposed reputation—slithering across rainbow-colored cobblestones before bursting into a kaleidoscope of butterflies, pointedly marking the end of an era. She and Urie are seen arguing in charmingly stilted French accents, setting the stage for an eye-popping, effects-laden fantasia of a make-up session that includes antagonistic clouds, Easter egg-colored pantsuits, liquid dresses, and a 1960s-style variety show.

Watch below:

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