The old Taylor Swift has returned to the phone. At midnight, the pop superstar returned with her pastel-drenched, dance-filled video for her new single, “ME!”. The song is an anthem of self-love, while the video finds Swift collaborating with Panic! At The Disco’s Brendon Urie. “ME!” follows the dark, sarcastic, edgy themes of her 2017 album reputation, which found Swift further incorporating elements of EDM and hip-hop into her lyrically-rich pop confections. The introduction to the new music video shows a snake, much like the ones that surrounded the reputation imagery and tour, poof into a cloud of smoke and butterflies.
The announcement follows days of carefully coordinated clues, along with the words “4.26.” On Thursday (April 25), Swift appeared at a butterfly mural in downtown Nashville to greet fans. Minutes before her arrival, Swift posted a video on her Instagram, where she confirmed that she had commissioned the mural, created by Kelsey Montague, to help announce her new music. Last night, she appeared with GMA’s Robin Roberts during the NFL Draft, which aired on ABC, to announce she would drop a new single and music video for “ME!” at midnight.
The video for “ME!” takes cues from Old Hollywood films, as the Swift and Dave Meyers-directed clip begins with Urie and Swift as a couple in the midst of an argument, before eventually giving way to a technicolor spectacle filled with white clouds, shimmering hearts, pastel clothing, and Swift in a cotton-candy colored dress that seems to melt into a waterfall. The video ends in a colorful paint party for two, as Swift and Urie sing and dance in the street as gallons of paint fall around them. The video even features a framed photo of The Dixie Chicks, as Swift delivers the line There’s a lot of cool chicks out there.
Within two hours, the video had earned 10 million views on YouTube, as of this writing, the video has earned 21 million YouTube views. Friday morning (April 26), it was also announced Swift will open the Billboard Music Awards with a rendition of “ME!” with Urie.
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