1. Taylor Swift- ‘Look What You Made Me Do’
Internationalpop star, Taylor Swift’s recently released ‘Look what you made
me do’ which caused controversy and buzz in the music industry recently,
becoming the most-watched video within 24 hrs. The director, Joseph Kahn
and Swift’s record label ensured cinematographically this video will be a
masterpiece, production of the video was a high budget which is not unusual
for an artist with her success.
This video depends on special effects, like other pop videos this seems to
enhance the entertainment experience so that is why a big production is
needed. An establishing shot is combined with a bird’s eye view, the setting is
dank enveloped with mist creating an uncertainty among the videos, unsureif
this is a horror stylevideo like Michael Jackson’s thriller this seems to be
unusualfor Taylor Swift, her themes are less dark and more light-hearted. The
diegetic sound of crow are horror elements.
Suddenly, the location changed, and the viewers are transported into a
ironically a well-lit cemetery, the fast dolly in shotmakes the next scene
inevitable, weare confronted with a gravestonewritten in stone‘Taylor Swift’s
reputation’ this is purely for comedic effect, as the reference is from the recent
controversy Swiftwas in embroiled with fellow celebrity, Kim Kardashian
exposing her behaviour; her fans will find joy in this skit. Then, a zombie
resembling Swiftemerges through montage shots the effect is unexpected,
Kahn’s approach was for shock valuewhich worked. After, a dolly out is used
to reveal a grave being filled with the corpseof Taylor Swift, her facial
expression shown high, overbearing angle blissfully asleep, resemblance to
2. Snow White with her make-up i.e. red lips suggesting she’s been poisoned by
vicious rumours.
The editing largely consists of jump cuts, the video smoothly transitions froma
graveto Swiftin a bath tub of diamonds, she still is donning the red lipstick
symbolising that sheis not as innocent as people perceive her to be. Also, her
eyes are smeared with eyeliner creating a dishevelled look, she is clearly not
herself however she still looks aesthetically pleasing. The diamond props are
blinding, this obvious materialism is a feature in hip-hop videos, not necessarily
pop perhaps her way of parodying their motif.
Furthermore, digitally the video is edited through a mirror effect to open up to
a lower angle of Swifton a throne, the colour palette in this setting is gold and
black representing a regal environment, while the song builds up to a
3. crescendo a repeated use of dolly in symbolises a magnetism she has, the
camera can’t help but be drawn into her, as well as the viewers. Webecome
her disciples, while the props surrounding her reaffirms her power.
Then, slow motion is used introducing another alter-ego of Swift a car crash
occurs and is cinematographically beautiful the glass flying however, sheis not
frozen by the slow-mo, allowing the non-diegetic lyrics to be played over this
are, the title’s lyric is repeated over this those who do not know wonder who
the ‘you’ is, once again refers to Kardashian and West. Subsequently, the
aftermath of the crash is shown through a higher angle, her body is
dramatically flayed whilst holding an award prop; sheis looking straightat the
camera but her sunglasses creates a barrier between the viewer and her,
reaffirming the cryptic messageis not for us and is not our concern either.
In addition, there are numerous costumechanges a motif in pop music videos
there is a pan revealing Swiftin an orangejumpsuit, a prisoner’s iconography
the location has changed to her being in a bird cage there is a low angle now
symbolising the shiftin power. Itis Swiftwho’s in control and makes that
known. Thereseems to be a feminist theme evident in the costumechanges,
there is a dolly in of Swift and her female companions as burglars and then in a
bike gang, this is usually an androcentric role, however Swiftreplaces the men
and symbolises femaleunity.
4. On the other hand, to rebuttal the claim of female unity Swift’s position of
power is shown in the next scene, her presiding over her female army, the
mise-en-scenerepresents her as this sexually explicit, dominatrix character
with her latex outfit the colour palette is black and pink connoting a female
takeover. However, there is no sense of equality with the other women, the
zoomin of her elevates her she is the one running this operation which is why
the ‘women’ ‘s makeup looks almost plastic-like symbolising that they’renot
real, only needed for Swift’s plan; this is evident through the diegetic sound of
her cracked whip, she takes pleasure in her power. After, her male army is
shown, thereis a track as she strides forward, themen get into formation a
close up of their costumes shows ‘I loveTS’ written on them, Swift’s shameless
promotion of her, but no doubther fans will be wanting this piece of
merchandise; pop stars depend on merch for revenue. A performanceof them
follows, the choreography is rapid and sexual relating to Mulvey’s theory, Swift
is feeling the pressureof using her sexuality, in the past she was referred to
‘America’s sweetheart’, now shehas to be pleasing to the male viewer’s gaze.
5. In the closing scene, her alter egos are in a line exchanging dialogue this is
highly entertaining for the viewers becauseacting is interwoven within the
music video. In the background, thereis an aeroplane spray painted with the
word, ‘Reputation’ referring to the opening scene, the narrativebecomes
clearer now.
To conclude, Taylor Swiftand her team ensured this video be as controversial
as possible with the cryptic messages and image change, essentially this
worked in her favour. This video became viral, and in this digital age that
equals success.
