Art or Advert?

Graphic by Sofia Giarrusso

by madison decina

Since she broke into the spotlight in the late 2000s, Taylor Swift has solidified her place as an international superstar. From her objectively impressive “Era’s Tour” run to her residency at the top of the charts, Swift’s achievements and impact on the industry are undeniable. But, so is the consistent decline in quality of her music. Since 2006, Taylor Swift has released nineteen albums (eleven originals, four live versions, and four rerecords). Such an unbelievable churning out of albums often leaves the finished product feeling cheap and redundant.

Swift found her footing in the music scene of Nashville, Tennessee. She began playing shows at dinky pubs and small clubs, slowly building a loyal following. Her earlier music relies heavily on these roots, capturing the complexities of youth, love, and heartache in a small town. Through a profound, country-pop hybrid, her freshman and sophomore albums, Taylor Swift and Fearless, launched her into stardom. Sitting comfortably within this genre and audience, songs such as “Love Story” and “Our Song” became certified classics. Unfortunately, as her career evolved, her music evolved with it, encouraging her to lean out of the classic singer-songwriter space to the more posh, lucrative pop industry.

By the time Swift released Midnights in 2022, her sound was completely unrecognizable. She had ditched her signature acoustic sound of her early career for a more electronic tone. This marked a major shift, trading sincere lyricism and rich instrumentals for an overproduced, janky pop that appeals to mainstream audiences. While some fans applauded this shift, others believed that her new sound lacked the authenticity that previously defined her music.

Her most recent album, The Tortured Poets Department, sold 2.47 million copies and quickly became the best-selling album of the year. Smashing great records such as Billie Ellish’s Hit Me Hard and Soft and Clairo’s Charm on the charts. Despite its commercial success, the album was utterly forgettable. The production was lazy, mundane, and arguably some of Jack Antonoff’s worst work. Most every song sounded like a criminal concoction of synths, cringeworthy lyrics, and out-of-place features.How did an album that obviously fell short of the hype thrive on the charts?

The obvious answer is Taylor Swift’s strategic “alternative releases.” Swift’s team will rerelease a number of different versions of the same exact album in order to cosmetically boost sales. By relying on her dedicated fanbase, Swift inflates her own sales by abusing the “collectors” appeal to her merchandise. Most notably she impacted the UK charts this summer, her team announced six “deluxe reissues” just five hours before the end of the tracking week, blocking Charli XCX’s Brat from reaching number 1. Due to the unprecedented abuse of special releases, Swift habitually knocks other artists—specifically female artists—off the charts. While this could be viewed as a testament to her grit and dedication, I believe that it speaks more to her greed.

When comparing Swift’s earlier albums to her recent work, the discrepancy in quality becomes clear. Her early music, defined by its emotional depth and technical skill, is worlds away from her late mass-produced work. A disparity which raises questions about Swift's concentration on marketability rather than quality of her music. As her career evolved, the storytelling and skill that previously shaped her music have become overshadowed by commercial strategies. While her new music still tops the charts, it lacks the honesty and passion that once carried her sound. Swift's career reflects a larger trend in the music industry, fueled by monetary gain, where talent and creativity are often overwhelmed by the appeal of wealth and fame.