It's a record breaker! Taylor Swift's return with the uplifting ME! notched the highest number of views on the first day of it's release, with an extraordinary 65 million views in its first 24 hours on YouTube/VEVO. That's outstripped Ariana Grande's first day figure of 59 million for thank you, next... 

And the video? A curious combination of candy-coloured Hollywood musical pastiche and state of the art VFX, with Taylor accompanied by Brandon Urie of Panic! At The Disco as duet partner rather than supporting role.

Swift is also down as co-director of this with Dave Meyers, and of course, it comes with numerous, teasing 'Easter Egg' puzzles that have become Swift's trademark, particularly since Look What You Made Me Do launched the campaign for her Reputation album. That's presumably one reason for the high viewing numbers as millions of Taylor fans scan the video repeatedly to figure out what the new album is called...