Taylor Swift’s ‘Lover’ Arrives the Old-Fashioned Way, and With Twists

As the pop music panorama has shifted over and over once more this decade, main artists have repeatedly tried to reinvent the album launch for a digital time: There have been shock albums, visible albums, albums edited after-the-fact, albums with little discover and no advance singles, streaming-only albums, video-only albums and so on.

And then there may be Taylor Swift, regular in her conventional pop playbook, with radio singles, music movies, journal covers, tv appearances and a stream of issues on the market, all on schedule.

Just earlier than the clock struck midnight on Friday, the singer, 29, launched “Lover,” her seventh album and first for Universal Music Group/Republic Records after greater than a decade on the Nashville-based label Big Machine. Swift, in the liner notes, known as the 18 tracks “a love letter to love itself — all the captivating, spellbinding, maddening, devastating, red, blue, gray, golden aspects of it (that’s why there are so many songs).”

From the album’s earliest advertising final winter — cryptic hints on Instagram, a brand new wardrobe — she signaled a brighter palette, with floral, rainbow and pastel imagery, a transparent shift from the relative darkness of her earlier launch, “Reputation,” from 2017, which centered on her long-running feud with Kanye West and Kim Kardashian West, and the resulting dings to her public persona.

The advance tracks Swift has released since are more muted. The title track “Lover” is built around acoustic guitar — an instrument more prevalent on this album than on Swift’s previous two — while “The Archer,” made with Antonoff, is a synth-based build that never breaks.

In a typical Swift dichotomy, the album and its path to release have mixed moments of intimacy and introspection with bombast and headline-grabbing controversies.

There was an array of corporate partnerships — Capital One, Amazon, Target — a limited-edition merchandise collection with Stella McCartney and a slew of promotional appearances that will continue into next week, including “Good Morning America” on Thursday, “CBS Sunday Morning” this weekend and an opening performance slot at the MTV Video Music Awards on Monday.

Source link Nytimes.com

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