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TAYLOR SWIFT IS BACK (UPDATE)

#TaylorSwiftisback was the hashtag that began trending worldwide on Twitter an hour before the single was released, as fans reached a fever pitch of anticipation. 

A half hour before midnight ET, Swift dropped "Look What You Made Me Do" (Big Machine), sounding the alarm through her social-media channels and promptly delivered via SpotifyApple Music and other DSPs.  

 It's already #1 at iTunes. She's confirmed via the socials that the video will premiere at the MTV VMAs on 8/27. Will she also appear on the show? Stay tuned.

 

The song was written by Swift along with Jack AntonoffRichard Fairbrass, Fred Fairbrass and Rob Manzoli. If those latter names sound familiar, think, "I'm too sexy for my cat." Swift and Antonoff co-produced.

#LookWhatYouMadeMeDo quickly became a worldwide trending topic on Twitter, where fans passionately discussed the song, its lyrics and its attitude.

 

Tay's Instagram sends fans to her site for tickets. Is a bundle in the offing? The iTunes pre-order page ($13.99) for forthcoming album reputation (due 11/10) shows that the set has 15 tracks, though titles, apart from the single, are not yet viewable.

Here's the lyric vid, which went live along with the track.

The saga began earlier this week with a series of cryptic "snake" teases on Instagram, culminating with video of the aformentioned reptile lunging, fangs first, at the viewer. Then Swift dropped her album title and release date, along with news that a single was coming. Now it's here, and we await the impact of all that venom.

As part of the setup, Target and Taylor are once again teaming up on an exclusive version of the album, which will be contained inside two print magazines—and they’re Taylor-made, so to speak.  Both Volume 1 and Volume 2 ($19.99 apiece) will include 72 pages of her poetry, photos, artwork and handwritten lyrics, along with behind-the-scene photos from the "Look What You Made Me Do" video shoot and a poster.

“Target’s guests love Taylor Swift. In fact, she’s one of our best-selling artists of all time,” said EVP/Chief Merch Officer Mark Tritton in full-on pitch mode. “We’re thrilled to offer two incredible, Target-exclusive collectible magazines when Taylor’s latest album arrives, giving guests yet another reason to choose Target this fall.”

More deets can be found here.

The Target exclusive edition of reputation (no initial caps) is available for pre-order.

MAYBE, JUST MAYBE:
MOBILE PHONES,
IMMOBILE HUMANS
Lenny Beer needs to cut down on his screen time. (10/1a)
RAINMAKERS: MICHAEL RAPINO, NATION BUILDER
A tease for the upcoming edition, eh? (10/1a)
THE DEATH OF PRINT JOURNALISM: GRAMMY PREVIEW EDITION
Gimme an "H." Gimme another "H." (9/30a)
NEAR TRUTHS: PARANOIA STRIKES DEEP—INTO YOUR LIFE
IT WILL CREEP*
A high-revving column (10/1a)
YOUR TOP 20 IS
FULLY LOADED
Prediction: There will be 20 albums in the Top 20 this week. (10/1a)
GRAMMY TALK
We're full of it.
AFRICAN POP
Getting global with it.
IT'S PRETTY SMOKY
And this time it's not from our bong.
WHAT COMES AFTER TIKTOK?
Shorter videos! Weirder trends!
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