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A teaser that aired Friday on Good Morning America indicated the clip would feature a glam car crash and the singer-songwriter swinging and sporting snake rings and a dramatic black ensemble.
The full video sees Swift putting to rest many of her past alter egos, at one point standing on top of a mass of people crawling over one another to get to her. Some of those people are Swift as she’s looked in the past, including her “You Belong With Me” video alter ego, her “Shake It Off” video ballerina and her earlier tour performer, from the time when she would scrawl her lucky number “13” on her hand.
At the end of the video, in front of a jet plane reading “Reputation,” the current Swift and various past doppelgangers exchange barbs, many of which are familiar criticisms of the pop star, including that her surprise face is fake and that she’s “playing the victim.” As one Swift is heard saying she’s “getting receipts,” viewers see a version of Swift dressed as she was at the 2009 VMAs, when Kanye West infamously interrupted her acceptance speech, saying what Swift said of her role in the Kanye West “Famous” controversy, that she’d “like to be excluded from this narrative.”
The clip begins in a graveyard, with a zombie version of Swift crawling out of the ground, from in front of a tombstone that reads, “Here lies Taylor Swift’s reputation,” and digging up graves. She later gets in a car crash, sips tea from a snake-covered throne, swings in a cage and dances in various settings including a ballroom, where she’s accompanied by dancers wearing “I heart TS” shirts.
Swift released “Look What You Made Me Do” late Thursday night. The dark, angry track is the first single off of Swift’s highly anticipated new album, Reputation, out Nov. 10.
There were rumors leading up to the VMAs that Swift and her famous foe Katy Perry would make amends during the awards ceremony, but those didn’t pan out. Perry hosted the show, and it seemed Swift didn’t attend. Swift didn’t appear in person to introduce the video, and while Perry took the stage before Swift’s video debuted, the clip aired in a segment that didn’t feature any appearances from Perry on either side of the video.
Later, Swift and Zayn won the award for best collaboration for their Fifty Shades Darker song, “I Don’t Wanna Live Forever,” but songwriter Jack Antonoff accepted the award on their behalf, saying Swift and Zayn couldn’t be there.
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