There will be no further explanation. There will just be reputation.
Taylor Swift’s tagline for her upcoming album “Reputation” is stressed heavily in the music video for her new, catch-these-hands single “Look What You Made Me Do.”
The feature, directed by Joseph Kahn became the most-watched video in just 24 hours and was praised by fans and critics alike. The attention to detail, multiple interpretations, and deep foray into the tightly-controlled marketing machine that is the Swiftverse references everything from Swift’s feud with Kimye to her recent lawsuit.
While fans spent hours scurrying to decode every heavy-handed diss Swift threw to her detractors and took to social media to praise its release, all was not well in the post-production room. Swift, known for her exacting standards revealed in newly released behind the scenes video that the “Stream Co.” scene could have been better.
In the scene, T-Swift and her #squad rob the cash vault of a streaming company (we see you, Spotify) which was a not-so-subtle nod to her long-running feud with streaming platforms.
“The absolute idiocy of this scene is that we’re robbing a streaming company as if they have, like, a vault of cash,” Swift explained. “All the girls are shoving money into their really well-coordinated, primary color, awesome Gucci outfits, wearing ridiculous kitten masks.”
With the kitten mask in her hands during the behind the scenes interview, T-Swift quickly looked up at the camera, wide-eyed and laments not paying homage to her famous floppy-eared kitten, Olivia Benson.
“Obviously like, if it was Olivia though, she’d be like [folds ears downward] which we really should have thought of. We really, really should have just stapled her ears.”
“God, you get the best ideas after it’s too late!,” Swift added, shaking her head.
Watch the full video below to get an exclusive behind the scenes glimpse into the making of the iconic “Look What You Made Me Do.”