David Knight - 29th Aug 2017

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.

Taylor Swift 'Look What You Made Me Do' by Joseph Kahn

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

Taylor Swift 'Look What You Made Me Do' by Joseph Kahn

Credits

DirectorJoseph Kahn
ProducerJil Hardin
LabelBig Machine

David Knight - 29th Aug 2017

Related Content

video

Taylor Swift 'Out Of The Woods' by Joseph Kahn

After Blank Space, Bad Blood and Wildest Dreams, Joseph Kahn directs his fourth extravaganza for Taylor Swift. And this one for Out Of The Woods takes in several spectacular locations, as our …

David Knight - 4th Jan 2016

video

Taylor Swift 'Delicate' by Joseph Kahn

Taylor gets a break from being the centre of attention in the video for Delicate, a rather more personable work in the ongoing canon of videos by Joseph Kahn for the Reputation album.

David Knight - 13th Mar 2018

video

Taylor Swift '...Ready For It' by Joseph Kahn

Joseph Kahn's latest blockbuster for Taylor Swift features two new Taylor incarnations, as one Assassin's Creed-style version of Taylor meets another sexy cyborg crossed with …

David Knight - 6th Nov 2017

Latest News

news

Aisultan Seitov signs to Partizan

Kazakhstani director Aisultan Seitov, who has recently broken into US music video world with videos for Offset and 21 Savage, has now signed to Partizan for worldwide representation.

Promo News - -367725 seconds ago

,