Don’t worry, I’m not really going to write about the racism/appropriation in the new Taylor Swift video. This widely shared post says most of what there is to say (and, importantly, what needed to be said). Instead I want to write briefly another aspect of this mini storm.
Being a Taylor Swift fan (maybe not for much longer considering how things are going) I actually watched her Yahoo live announcement thingy…live. It was painful. Jesus Christ it was painful. Taylor was doing her ‘I’m just a normal gal and we’re all hanging out!’ schtick in front of an audience seemingly made-up of people who had been pumped full of uppers prior to broadcast. Her every utterance was greeted with hysteria. I don’t cope well with over-the-top “I like this more than anyone else ever and I’m going to prove it by screaming the most” displays of fandom (watching the Doctor Who 50th special in the cinema last year was hellish for this very reason). It did not put me in a good place, people. Then she debuted the song and this also did not put me in a good place. It’s a very on-trend Max Martin number which you could easily imagine being released by Little Mix or Cheryl Cole or Cher Lloyd or countless other current pop stars. Sure, it’s efficient enough at what it does but I’m not sure anyone particularly needs it (and if it wasn’t by the already-massively popular Swift, I’m not sure many would particularly pay attention to it). Given the really rather interesting and even astonishing places Swift has been taking her music, it’s a crushing disappointment to see her cheerfully announcing that she’s gone ‘pop’ and offering up generic pop hit no. 5694. You were already pop, Taylor, and you were doing it in a way no other major pop artist was. There’s always the possibility that the album will be more interesting but given the apparent presence of Max Martin on most tracks, I’m not optimistic.
Anyway, back to the live thingy. After dancing around to her song and announcing details of her album (inspired by ‘late-80s pop’ apparently – hello Jive Bunny) she premiered the video. As soon as I saw the scenes from which the above cap comes from, my heart sank. I actually thought of this line. Why does this shit keep happening? Well, a big part of it is that most pop listeners just pretend it’s not, as we saw with the really-quite-obviously-racist Lily Allen video. In a pretty classic demonstration of the ‘Bad Feeling’ thesis (yeah, I keep returning to that because it’s so right) people see the problematic thing and, rather than thinking ‘oh dear, this is a bit bad’, try to anticipate and undermine the discussions labelling it as problematic. And so:
Notice the references to the ‘social justice warriors of the internet’ and ‘blogs’. There are usually liberal references to Tumblr thrown in for good measure. It’s always those people on the internet who pick holes in this stuff, who can’t just enjoy it for what it is. That last tweet is actually from a Guardian writer who ‘writes about film, TV and music’. Yes, someone who writes about culture for a living throws out ‘fucking earnest columns’ as an insult. If such responses are woefully inevitable it’s because, as I’ve written about quite a few times before, pop criticism is in a really fucking terrible place. It’s dominated by the misguided idea that patronisingly faux-positive responses (I covered it with regards to One Direction but clearly Taylor also receives the same treatment) show you really get this stuff and are really open-minded and aren’t a snob and blah blah blah! There will be lots of barely-formed sneering at ‘authenticity’ and anything associated with it, even guitars (notice that Taylor’s cultural power has risen in tandem with her move away from country). Most importantly, everything must be FUN! and IRONIC! and SARCASTIC! and SILLY! and nothing is worth taking too seriously or thinking about too much. The Alex Niven quote I used when previously writing about this is worth wheeling out again:
Unfortunately the mainstream of music journalism right now appears to be dominated by a peculiarly virulent strain of braindead consumer hedonism, by people who simply don’t acknowledge that pop music can be debated about in politico-cultural terms. It would be (sort of) alright if these people were cognisant of their position, but depressingly I fear that they’re just moronic capitalistic yes-people for whom pop music is a leisure pursuit and nothing more.
That brief paragraph perfectly captures where criticism and, unfortunately, much fandom is right now. It’s been that way for a while but the rise of link-bait is making it even worse. Which sites that profess to love pop music write about it with any insight or depth? They all instead seem terrified of being ‘fucking earnest’ and losing readers who they think mustn’t be challenged in any way. Just whack out another list, keep the press releases flowing and write some shite about what Madonna’s daughter might be doing and they’re sorted.
You’ll notice that the piece I linked to at the start is a personal blog. It’s an absolutely sublime bit of writing but it drives home just how rarely you read anything like that in mainstream journalism. Yet rather than being some poxy angry internet social justice warrior thing that can be easily dismissed, it’s gone viral, been picked up by Vice and Time, and (along with some high-profile Twitter criticism) inspired much critical coverage of the video on sites which would have otherwise have stayed well away from the subject. The do-it-yourself internet has led the way here, just as it did with the Lily Allen video and just as it does with the vast majority of pop criticism. DIY internet is where the best writing on pop is found these days, whether that be the fiercely intelligent analysis found in personal blogs like One Of Those Faces or the beguiling passion found in One Week One Band (overwhelmingly written, it should be noted, by people who blog and/or tweet rather than ‘professional’ writers). These people know that pop matters. They know that it not only deserves and is deserving of serious appraisal but that it requires it: it shapes culture and it shapes lives. They are ‘fucking earnest’ about it because they fucking care about it. The ones who roll their eyes at the ‘internet’ people who write about pop ‘in politico-cultural terms’ are, ironically, the ones who display their sheer contempt for pop in their ostentatious efforts to look like they respect it. To them, it’s just a silly Taylor Swift song and video that doesn’t mean anything and will be forgotten soon after they’ve made sure to loudly show their appreciation. It’s lazy, it’s cheap and it’s tired. Pop deserves better.