Premiered at the MTV VMAs on Sunday (August 27th), Taylor Swift reunites with Joseph Kahn with their biggest ever blockbuster. And it's already a record breaker.
24 hours after its release, Kahn's video for Look What You Made Me Do has broken the record for the most views ever of an artist's video in the first day on YouTube and Vevo - that's 39 million views, beating the previous record set by Adele's Hello.
It marks the launch of the new Taylor Swift album Reputation – and the video starts with Taylor as a zombie emerging from a grave, with a headstone that reads: Here lies Taylor Swift's reputation". This presages the introduction of the new, darker, more self-aware Taylor, and ultimately the amusing takedown of her former incarnations, bitching at each other in the final moments of the video.
In between, it's the full gamut of over the top imagemaking that is Joseph Kahn's forté, with spectacular sequences following each other at dizzying speed. It's a veritable feast for the burgeoning industry on online reviewers speculating on what it all means. And from the money presumably spent on this, some might even think that music video production was in a really good place right now.
All this is going to make some a surprising beneficiaries very happy. The three members of Right Said Fred are credited as songwriters on Look What You Made Me Do, because the song interpolates the melody of their early Nineties hit I'm Too Sexy. What a result.
• Variety - Taylor beats Adele's YouTube record
• The Guardian - decoding the disses