Swift's '...Ready For It?' video is uncharacteristically bad

Thursday, November 2, 2017 - 4:10pm



Across her various phases, Taylor Swift’s music has garnered a wide-ranging set of opinions. Despite this, she has consistently released fantastic music videos; case and point is the first single from her forthcoming LP Reputation, “Look What You Made Me Do” and its accompanying video. The song was polarizing, yet the video was an impressively complex and well-thought-out spectacle. Her streak of excellent music videos just ended. The latest addition to her  repertoire — the visual accompaniment to new single “...Ready For It?” — is uncharacteristically bad, despite being the strongest track we’ve heard off of Reputation thus far.

The sci-fi-inspired “...Ready For It?” video unsuccessfully attempts a cliche narrative, pitting a Taylor Swift dressed in S&M inspired black with a Taylor in a skin-colored bodysuit that makes her look nude. Clearly, we are leagues past “Teardrops On My Guitar.” The bodysuit itself, an apparent reference to the garb worn by the protagonist of the Ghost in the Shell franchise, generated a Twitter eruption and seemed to be one of the few things worth commenting on from the entire video.

Otherwise, we have a poorly developed storyline that attempts to paint nude-bodysuit Taylor (who eventually morphs into white-bodysuit Taylor) as a sympathetic character trapped in a glass box, who ultimately escapes by defeating black-hooded Taylor. In the process we discover the latter is actually a robot. How can Swift expect the public to buy into her latest bad girl persona when it’s the white-clad Taylor who is destroying the villainous Taylor? Given the size of her PR team, one would expect this new phase to be significantly more refined than it is.

The only redeeming quality of the video is the visual editing. It seems like Swift and director Joseph Kahn wanted to hit every button on the effects dashboard, resulting in an incredible menage of lightning bolts, armored horses, mechanical eyeballs, glowing orbs and robotic spiders –– the video is certainly a spectacle. However, it sacrifices content and storyline in the name of effects and ultimately falls flat as a result.