Move over Beyonce, there is a new Queen Bee in town, and she is back with a whole new reputation. Taylor Swift took to social media recently to tease and taunt fans with the drop of her new album. After going completely dark on all forms of her social platforms on August 18th, the pop princess is officially back and hitting harder than ever. Taylor has slowly been teasing fans with strange photos of snakes ever since the complete deletion of all her accounts, sparking a mass media frenzy as well as may questions and concerns. The photo's lead up to a teaser of her video off her new album "Reputation" which is set to drop on November 10th. The dramatic plan of attack seems to be paying off for her pretty well. With the official drop of her new music video last night at the VMA's she seems to be all the internet can now talk about. While the feedback from the public seems to be more negative than positive, she definitely got everyone talking which seemed to be what she was going for. While the the drop itself generated a lot of buzz, the real drama lies within the video itself.
Over the past couple of years, Taylor Swift's reputation has really been under attack by several big celebrities in the media. While Swift is known for often responding to drama through her music, as well as on social media, this video took a much darker turn than anything she has ever done in the past. The video is filled with all sorts of little digs and references to drama she has occurred over the years as well as a few digs at herself as well. The main theme throughout the video is that the old Taylor Swift is no longer her and new Taylor is not messing around. She is clearly trying to rebrand herself and is being rather successful. Though the strategical release on her social platforms that coincide perfectly with the big drop of her new album she sure has been making some waves. It was a bold strategy but the payoff for the usually rather reserved start seems like it will hold huge payoff. Which brings the question is new Taylor really here to stay or is all of this just part of a big marketing plan to help boost sales on her new album? 
This has been such a huge topic of conversation over social media and the internet as a whole recently, and from a marketing standpoint, Taylor Swift was basically a genius. Whether a huge fan or more of a critic (like me), she got everyone talking. Coming back to social media with such simple and bold posts, and even removing the ability for others to comment, she has completely rebranded herself. I liked your final question because in my opinion, sales are the ultimate goal. Every artist changes who they are periodically and despite being a fan or not, everyone's curiosity and interest has been peaked with just her first single so I believe she achieved what she set out to do.
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