All About Taylor Swift’s Reputation Era: The Music, Drama & More

Uh, look what you made us do! We chronicled the entire epic saga that was Taylor Swift’s sixth era and album reputation. We don’t know if you’re ready for it, but read on for everything you could possibly need to know about this iconic era, including the meaning behind the music, the aesthetic, the fan theories (oh, the fan theories!), and a timeline of all the drama that blessed us with reputation in the first place. Whether you’re a new fan or have been around for years, you’re sure to learn something new. So hop in the getaway car and let’s go!

The Reputation Era: A Quick Breakdown

Taylor Swift’s reputation era is her sixth era that corresponded with the release of her 2017 album reputation. Spanning from November 2017 to August 2019, this era was all about Swift reinventing herself after a public feud with Ye (formerly Kanye West) and Kim Kardashian. Snakes, black attire, and dark lips were the overall aesthetic, along with Swift’s bolder, more confident attitude.

Section 1 of 9:

What was Taylor Swift’s "reputation era?"

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Swift's reputation era saw her take on a darker, edgier aesthetic and sound. With each album, Taylor Swift embodies a particular aesthetic, known to fans as "eras." These eras come with their own distinct colors, outfits, sounds, and vibes. Basically, an album release means more than new music; it means an entirely new world for fans to become immersed in. The reputation era (which corresponded with her sixth studio album, reputation) is arguably Swift’s most dramatic and transformative era, as it saw her emerging from a year of silence with a new, unapologetic attitude and darker aesthetic. The bright red lips and high-waisted skirts of the 1989 era (Swift’s fifth studio album) were replaced with dark burgundy lips, ripped jeans, and snake skin.
- Aesthetic: The color black, snakes, tabloids, smoke, knee-high boots
- Timespan: November 2017 to August 2019.
- A lyric from reputation that sums up the era: The old Taylor can’t come to the phone right now / Why? Oh, ‘cause she’s dead (“Look What You Made Me Do,” reputation).

Section 2 of 9:

The Reputation Era Timeline & Drama

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On February 14, 2016, Ye (formerly Kanye West) released the song “Famous.” The song features many controversial lyrics, including I made that b*tch famous (in reference to Taylor Swift), which many people found misogynistic.^{[1]
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Research source} This was the beginning of the feud that would later define the reputation era.
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February 2016: Taylor’s Grammy Speech When accepting the 2016 Grammy for Album of the Year for 1989, Swift said, “I want to say to all the young women out there, there are going to be people along the way who will try to undercut your success or take credit for your accomplishments or your fame. If you just focus on the work…someday when you get where you’re going, you’ll look around and you will know that it was you and the people who love you who put you there.”
- People saw this as a clear dig at Ye for taking credit for Taylor’s success in his song “Famous.”
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July 2016: “Famous” Phone Call Video Released On July 17, 2016, Kim Kardashian (who was married to Ye at the time) released a video of a recorded phone call between Ye and Taylor Swift in which they discussed some of the lyrics in “Famous.” Swift can be heard saying, “It’s like a compliment,” in reference to the lyrics For all my Southside n— that know me best / I feel like me and Taylor might still have sex. This recording implied that Swift had approved of the song lyrics beforehand and had only acted upset during her Grammy speech to make herself seem like a victim.
- Shortly after the release of the recorded phone call, Swift’s representative stated that she was never made aware of the specific lyrics I made that b*tch famous, and therefore hadn’t been dishonest.^{[2]
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- However, the damage was already done, and much of the internet took Kardashian’s side. #KimExposedTaylorParty started trending on X (Twitter).
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July 2016: Swift Defends Herself On the same day as the video’s release, Swift quickly defended herself, writing on Instagram: “Where is the video of Kanye telling me he was going to call me ‘that b*tch’ in his song? It doesn’t exist because it never happened. You don’t get to control someone’s emotional response to being called ‘that b*tch’ in front of the entire world. Of course I wanted to like the song. I wanted to believe Kanye when he told me that I would love the song. I wanted us to have a friendly relationship. He promised to play the song for me, but he never did. While I wanted to be supportive of Kanye on the phone call, you cannot ‘approve’ a song you haven’t heard. Being falsely painted as a liar when I was never given the full story or played any part of the song is character assassination. I would very much like to be excluded from this narrative…”^{[3]
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November 2016: Swift Disappears Many argue that the start of the reputation era began well before the album’s release. Throughout the 1989 era (from 2014 to 2016), Taylor Swift was at the receiving end of bad press. The popstar was constantly ridiculed for her group of friends, boyfriends, and style. In the summer of 2016, Swift’s feuds with Calvin Harris, Ye, and Kim Kardashian became mainstream, and she experienced both bad headlines in the press and hateful comments online. In response, Swift disappeared from the limelight.^{[4]
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- Outside of performing for AT&T’s “Super Saturday Night” televised special in February 2017, Swift made no public appearances or performances during this time.
- We now know that Swift moved to London during this time to be with her then-boyfriend Joe Alwyn, preferring to pursue the relationship in private.
In 2020, Swift released the Netflix documentary titled Miss Americana, which dives deep into the details of her disappearance from the public eye, along with documenting the time between The Reputation Stadium Tour and the release of Lover, her seventh studio album.
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August 2017: Sexual Assault Testimony Swift returned to the public eye in August 2017 to testify against David Mueller, a former morning show personality for a Denver radio station. Mueller was accused of inappropriately touching Swift backstage at a meet-and-greet during the tour for Swift’s album Red. The Denver jury ruled in Swift’s favor, delivering a unanimous verdict.^{[5]
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- The initial lawsuit began in 2013, a few months after the meet-and-greet, where Mueller sued Swift for “getting him fired.” Swift countersued Mueller for a single dollar, which she later received after winning the case.
- The trial was news across the nation, inspiring women all over the country. Many even camped out in front of the courthouse to show their support for the pop star. One group notably wrote positive messages out of Post-It notes on the windows of the office building next door.^{[6]
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- Swift has received great acclaim for her strides against sexual assault since the trial, later being named one of TIME’s “Silence Breakers” in 2017.^{[7]
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August 18, 2017: Social Media Blackout On August 18, 2017, all of Taylor Swift’s social media pages went completely dark. Every post vanished. First, she removed her X (formerly Twitter) profile picture and header, then she did the same on Facebook and Tumblr. The posts and content were quickly erased after that.^{[8]
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- Fans quickly freaked out, with many believing the pop star had been hacked. Others, however, questioned a bigger motive, knowing Swift was known for releasing a new album every two years—was this part of her big release plans?
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August 2017: Cryptic Snake Videos In the days leading up to reputation, Swift released a series of short, cryptic videos of a snake on social media. The videos were silent and showed a CGI snake moving across the screen. With no caption, the posts became a worldwide mystery.
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August 2017: reputation Announced On August 23, 2017, Swift released the cover artwork of reputation, announcing that her sixth studio album would be coming out on November 10, 2017.
- The cover art featured a new image for Swift: bold, daring, and sexy. With her slicked-back hair, dark lip, and choker, she gives off a “don’t mess with me” attitude.
- With the album cover being black and white and covered in newspaper-like typography, fans speculated that this would be Swift’s most honest and edgy album yet.
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August 2017: The “Look What You Made Me Do” Music Video Drops On August 27, 2017, Taylor Swift released the first single “Look What You Made Me Do” and its music video. Various Easter eggs throughout the video, including a snake serving her tea and the Julius Caesar quote “Et tu, Brute” written on a throne, reference the drama caused by Ye and Kardashian.^{[9]
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Research source} At the end of the video, Swift even plays multiple versions of herself from over the years, with the Taylor from the 2009 Video Music Awards saying, “I would very much like to be excluded from this narrative.”^{[10]
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November 2017: reputation’s Release On November 10, 2017, reputation was released. Over 700,000 physical copies of the album were sold on release day, making it one of the most successful album releases of the year.
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November 2017: The Making of a Song On November 13, 2017, the full series of The Making of a Song was released on Taylor Swift NOW, a TV channel for AT&T customers. Swift partnered with AT&T and DIRECTV to create a series of video documentaries about making reputation. Behind-the-scenes footage of writing and mixing songs like “Delicate,” “Gorgeous,” and “Getaway Car” gave fans a glimpse into the pop star’s life and creative process.^{[11]
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- Along with a special series and “Swiftie Channel,” AT&T and DIRECTV hosted reputation-themed pop-up events and fan celebrations leading up to the album’s release.
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November 2017: Public Appearances Despite having a new album, Swift rarely made public appearances during her reputation era, which was a direct contrast to her previous album releases and eras. However, she did make an appearance on Saturday Night Live as the musical guest for host Tiffany Haddish and did an interview and surprise performance for Jimmy Fallon’s Tonight Show.^{[12]
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- Swift was also featured in Vogue and Harper’s Bazaar, but these were unlike her interviews in the past. Swift controlled the narrative: writing an exclusive poem for Vogue and being the interviewer for Harper’s Bazaar.
On May 8, 2018, Swift started The Reputation Stadium Tour in Glendale, Arizona. With Camila Cabello and Charli XCX as her openers, Swift broke countless records on a tour many detractors deemed wouldn’t be worth attending. The tour beat the previous record for the highest-grossing tour held by The Rolling Stones’ A Bigger Bang Tour, earning $266.1 million.^{[13]
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October 2018: Political Endorsements Near the end of her reputation era, Swift broke her silence on where she stands politically. She publicly endorsed Democratic candidates and spoke against their opponents. Swift was also very public about her stance on the rights of women and the LGBTQIA+ community.
- Swift encouraged fans to vote, whether they agreed with her opinions or not.
- In 2023, after Swift posted a link to Vote.org on Instagram, there were more than 35,000 new registrations. This later became known as the “Taylor Swift Effect.”^{[14]
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October 2018: The AMAs On October 9, 2018, Swift swept the American Music Awards, becoming the most awarded female winner in AMA history. She won “Tour of the Year,” “Artist of the Year,” “Favorite Pop/Rock Female Artist,” and “Favorite Pop/Rock Album” for reputation.^{[15]
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- Along with attending, Swift also opened the awards with a performance of “I Did Something Bad.”
- Swift rocked a skin-tight silver dress with a high neckline and shoulder pads and thigh-high silver boots, resembling a glamorous disco ball.
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November 2018: Breaking Away from Big Machine Records On November 19, 2018, Swift announced that she signed a new deal with Universal Music Group and Republic Records, leaving Big Machine Records behind.
- Why leave after her success? It was later revealed that Swift did not own her master recordings with Big Machine Records. Universal promised to let Swift keep any and all future master recordings. This would later cause her to rerecord her previous albums, releasing them as “Taylor’s Versions.”

Section 3 of 9:

The Reputation Album

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reputation is Taylor Swift’s sixth studio album. The album sold 700,000 physical copies on its release day—November 10, 2017—and debuted at #1 on the Billboard 200 Albums chart. During its first week, reputation sold 1.28 million copies in the United States and 2 million copies worldwide. reputation quickly became certified triple platinum within the first month of its release, becoming RIAA’s top-certified album of 2017.
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Why the title “reputation”? reputation explores the nuances of a person’s image. While there are overarching themes of love, the album is a composition of personalities, defining the term “reputation” itself. The songs on reputation depict the personas Swift has been given, as well as who she truly is (fans call this the “half album theory”). As Swift told Rolling Stone Magazine, “Creating reputation felt different to any other album I’ve ever made because it felt a lot less fragmented in its storytelling. It was about a journey, from one emotional place to another…I wanted it to sound like losing something you thought you wanted, and in the end, gaining something you really needed.”
- At the end of the day, reputation is an exploration into a person’s image and how the words of others can negatively and positively affect it.
Taylor Swift’s reputation has a very different sound than her previous five albums. Swift’s fifth album 1989 was her official transition into the pop scene, following her pop country album Red. 1989 was playful, with 80s synth-pop beats, crisp lyrics, and a nostalgically dynamic sound. reputation is the polar opposite. Gone are the nostalgic synth-pop beats, and in their place are heart-racing beats, choir-like harmonies, and aggressive lyrics. While still honing Swift’s lyrical strengths, reputation provides a more electric, edgy sound that screams “drama.”
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The Lyrics Like all of Swift’s albums, reputation tells a story. While not congruent, reputation is a lyrical retelling of the events leading up to Swift’s disappearance from the public eye. Swift may not ever disclose the full meaning behind her songs, but fans and critics speculate that much of the album is in response to the backlash Swift endured after “Famous” came out.
- In “Look What You Made Me Do,” Swift sings: I don’t like your little games / Don’t like your titled stage. This is believed to be a direct reference to Ye’s 2016 Saint Pablo Tour, where he performed on a floating stage.
- In “This Is Why We Can’t Have Nice Things,” Swift sings: This is why we can’t have nice things, darling / Because you break them / I had to take them away. This is most likely a reference to her on-again, off-again friendship with Ye and Kardashian.
- In “I Did Something Bad,” Swift opens with: I never trust a narcissist. This could be a reference to Ye himself, as he’s often referred to himself as God.
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Snake Imagery Snakes are a prevalent image within the reputation album and era. During her feud with Ye and Kim Kardashian, Swift was bombarded with snake emojis on social media after Kardashian tweeted, “Wait it’s legit National Snake Day?!?!?They have holidays for everybody, I mean everything these days” followed by a long series of snake emojis.^{[16]
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Research source} reputation allowed Swift to reclaim the motif, twisting it to match her own narrative, stating “Be like a snake—only bite if someone steps on you.”^{[17]
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- In biblical history and mythology, snakes are considered cunning, sly creatures. When Swift was called a snake in the past, it was an insult. Now, Swift embodies the comparison, taking it as a symbol of strength and resilience.
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Special Editions Swift worked with Target to bring fans a limited album edition. Two special editions of reputation could be purchased at Target. These editions included a CD and a 72-page magazine, with Volumes 1 and 2 of the magazine featuring different images, poems, artwork, and more.
- Today, these special edition magazines can be purchased by resellers for around $300.

Section 4 of 9:

The Reputation Era Aesthetic

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Dark lips, black sparkles, and snakes are key to the reputation era. Unlike Swift’s previous five eras, her reputation era was all about edge. Gone are the cowboy boots, pretty pastels, and high-waisted skirts. reputation’s aesthetic focused on dark images often associated with rock stars and rappers. Along with a dark edge, Swift’s reputation aesthetic has an essence of glam. Things are over-the-top with diamonds, sequins, and pearls.
- Era motifs: Snakes, newspaper
- Color scheme: Black, red, gold, silver
- While reputation is often associated with darker themes and tones, there’s also an essence of fun and softness hidden within. In the special editions of reputation sold at Target, Swift is featured in photographs wearing rainbow sequins, and vintage flowers decorate the magazine pages.
- Curious to know what Taylor Swift era suits you most? Take our Taylor Swift Eras Quiz.

Section 5 of 9:

The Reputation Stadium Tour

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Tour Overview The Reputation Stadium Tour was one of Swift’s most critically acclaimed successes. Despite the backlash it initially received, the tour broke numerous records in ticket sales and venue attendance. Many claimed Swift would never be able to fill a stadium, yet it became the highest-grossing US tour, grossing $266.1 million in ticket sales for 38 performances.^{[18]
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- In comparison, The 1989 World Tour grossed $250.7 million worldwide.^{[19]
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The Setlist The Reputation Stadium Tour focused primarily on songs from reputation, with only a handful of fan-favorite songs from other albums, often integrated into melodies or clever mashups. Swift would switch things up for the audience by wearing different outfits and singing a special “surprise song” each night.
- “...Ready For It?”
- “I Did Something Bad”
- “Gorgeous”
- “Style / Love Story / You Belong With Me”
- “Look What You Made Me Do”
- “End Game”
- “King of My Heart”
- “Delicate”
- “Shake It Off”
- “Dancing With Our Hands Tied” (acoustic)
- Surprise Song
- “Blank Space”
- “Dress”
- “Bad Blood / Should’ve Said No”
- “Don’t Blame Me”
- “Long Live / New Year’s Day”
- “Getaway Car”
- “Call It What You Want”
- “We Are Never Ever Getting Back Together”
- “This Is Why We Can’t Have Nice Things”
- The Taylor Swift Reputation Stadium Tour concert film was previously available on Netflix; however, it was removed from the streaming platform on December 30, 2023.
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Awards The Reputation Stadium Tour broke numerous records, and it also won many awards, including:
- American Music Awards: Tour of the Year (2018)
- Billboard Touring Awards: Top U.S. Tour (2018)
- People's Choice Awards: Concert Tour of the Year (2018)
- Ticketmaster: Artist of the Year (2018)
- Ticketmaster: Touring Milestone Award (2019)
- iHeartRadio Music Awards: Best Tour (2019)
- Pollstar Awards: Best Pop Tour (2019)
- Q Awards: Best Live Artist (2018)
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Tickets Unlike today’s fight against scalpers and bots, getting tickets for The Reputation Stadium Tour was easier for most fans. Fans signed up for Ticketmaster’s Verified Fan program named “Taylor Swift Tix.” Fans completed activities (watching videos and posting on social media) before the ticket sale to boost their place in line and increase their chances of getting a pre-sale code. On Swift’s 27th birthday (December 13, 2017), tickets for the tour went on sale to the public.
- According to fans, tickets ranged from $150 to $800, depending on the location and when they were purchased.
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What made the tour special? Many fans (and critics) argue that The Reputation Stadium Tour is Swift’s best tour to date. Some claim it was because of the large set pieces (particularly a snake named Karyn) and dynamic choreography. Others say it’s because of Swift’s closeness to her fans at the time, stating that it was a stadium of acceptance and vulnerability.

Section 6 of 9:

Reputation Fan Theories

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Half Album Theory The “half album theory” is the idea that reputation can be split in two. The first half of the album starts with “...Ready For It?” and ends with “So It Goes…,” alluded to by the double ellipses. This first part depicts the reputation or persona the media falsely gave Swift: boy crazy, manipulative, sadistic. The second half of the album starts with “Gorgeous” and ends with “New Year’s Day.” This half shows Swift for who she is, presenting a vulnerable side of her life out of the spotlight with someone she truly cares about.
- Similarly, some fans argue that tracks 1 through 5 of reputation represent the “old” Swift, while tracks 6 through 15 represent the “new” Swift.^{[20]
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“...Ready For It?” Ellipses Some believe that the ellipses in the title of “...Ready For It?” are more than a stylistic choice—it may represent Swift’s longer break between album releases. Until reputation, Swift hadn’t gone more than two years between album releases. reputation was released three years after 1989.^{[21]
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The Taylors in “Look What You Made Me Do” When the “Look What You Made Me Do” music video came out, fans quickly started dissecting the video frame by frame, searching for Swift’s notable Easter eggs. One of the many theories fans came up with is that the 15 Taylors shown lined up at the end of the music video represent each song from reputation.^{[22]
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The Newspaper Covering In the cover art for reputation, half of Swift’s face is concealed by newspaper writing that repeats her name. Fans theorize that this represents the duology of the album: half of her face is covered because half of the album illustrates who the media has made her out to be.^{[23]
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The Richard Burton/Elizabeth Taylor Connection Richard Burton and Elizabeth Taylor were one of the first well-known couples to receive excessive media attention that “negatively impacted their relationship,” according to Tumblr user itsbrittanyswift. This fan theorizes that the line “Burton to this Taylor” in “...Ready For It?” is more than catchy. The line symbolizes the parallels between Elizabeth Taylor and Taylor Swift’s lives.^{[24]
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- Elizabeth Taylor was married 8 times; Taylor Swift had 8 known exes at the time of reputation.
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Taylor Failing to Save Her Reputation…Until Now One of the most iconic scenes in the “Look What You Made Me Do” music video is of Swift standing on top of a pyramid made up of her multiple “personas.” Many fans theorize that this symbolizes Swift never being able to save her reputation. She was continuously knocked down. That is, until she rose up and took hold of her narrative.^{[25]
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These are only a handful of the reputation fan theories! Each year, fans discover more Easter eggs and hidden messages Swift placed in her 2017 songs, music videos, and appearances.

Section 7 of 9:

Critical Response

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Swift's reputation received mostly positive critical reviews after its release. Most music critics celebrated Swift’s authenticity, boldness, and diversion from her original sound. The album proved to be an immediate success, despite some disbelief that Swift would ever be able to recover from the backlash from “Famous.” Here is what leading critics had to say back in 2017:^{[26]
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- “‘Reputation’ is fundamentally unlike any of her other albums in that it takes into account — prioritizes, actually — the tempo and tone of her competition. ‘Reputation’ is a public renegotiation, engaging pop music on its terms, not hers…She still has adversaries in her sight; there are jabs at Kanye West, and also at an ex-boyfriend or two. But here, too, she turns the magnifying glass around. Some of the most caustic and aware songwriting on this album is about herself.” - The New York Times
- “Swift is a smart cookie. She’s smart enough to write lyrics far better and wittier than the average pop fare…And she’s certainly too smart to put all her eggs in one basket…there’s more to Taylor Swift than dropping hints and creating drama.” - The Guardian
- “The world was expecting ‘Reputation’ to be a celebrity self-pity party, after her September single ‘Look What You Made Me Do,’ airing her grievances about getting mistreated by other famous people…Instead, she’s playing for bigger emotional stakes – this is an album full of one-on-one adult love songs.” - Rolling Stone
- “‘Reputation’ is largely a look at an artist in love, and not the kind of flash-in-the-pan romance or tragic heartbreak that populated her previous releases. For the first time in her career, Swift has written an album about a successful relationship, while she’s still in it, finally sharing the story of the new relationship that she’s so fiercely kept away from the cameras.” - USA Today

Section 8 of 9:

Fan Response

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Swift's new sound on reputation received a mix of excitement and debate from fans. Some fans of Swift were sceptical of Swift’s new image and era, while others embraced her transition to a pop star baddie with open arms. reputation’s shift in sound and theme was jarring for fans of her country days, but fully encouraged by those who found solace in the rock ‘n roll covers from The 1989 World Tour. Even so, there was an overwhelming amount of support from Swifties (die-hard Taylor Swift fans) in regards to Swift’s sixth album.
- One critical fan, Jay Reed, described reputation as “a feeble attempt to make her [Swift’s] mundane narrative fit into themes of victimhood and vengeance.”^{[27]
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- Alex Goldschmidt on X said on the night of reputation’s release, “Hard to talk about #reputation because I’m completely and utterly paralyzed and speechless.”^{[28]
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- A fan named Rachel wrote on social media, “Taylor’s cackle in ‘This Is Why We Can’t Have Nice Things’ added 5 years to my life, cleared my skin, turned my GPA into a 4.0, and straight up parted the clouds outside my window.”^{[29]
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- Listener Hannah Yasharoff raved about reputation, stating, “Taylor Swift is a goddamn genius…Certainly more club-y and techno-driven than anything else she’s ever created, reputation is a gradient that begins with a base so heavy it sounds like speakers blowing out, but ends with the light trill of a piano.”^{[30]
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The Swiftie community struggled during Swift’s absence. During Swift’s disappearance in 2016, the Swiftie community experienced a lot of backlash from fellow members and outsiders. A social media war began between Swifties and Ye and Kim Kardashian supporters. People quickly took sides on the “Famous” controversy, and some Swift fans switched sides. The internet became a toxic place for Swift supporters in late 2016 and early 2017.

Section 9 of 9:

Lasting Impact

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Today, reputation remains a fan-favorite album. Swifties are constantly reminiscing about Taylor Swift’s reputation era and how the album (then or now) got them through some of life’s most challenging times. The dark aesthetic and techno-bops stand apart from Swift’s other albums, making it a favorite amongst new and old fans. On May 30th, 2025, Swift officially announced that she now owns all of her music, including reputation. This followed a long-time battle after Swift lost the rights to her masters when her relationship with Big Machine Records ended in 2018.
- For the past few years, fans have had many theories about the possibility of Swift releasing reputation (Taylor’s Version); however, on May 30th, 2025, Swift revealed in a letter to her fans, “I haven’t even re-recorded a quarter of it...it’s the one album in those first 6 that I thought couldn’t be improved upon by redoing it.”^{[31]
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  Research source} But while the chances of reputation (Taylor’s Version) are now slim, Swift did allude to the possibility of releasing “Vault Tracks” or unreleased songs from the reputation era.
- What is “Taylor’s Version”? “Taylor’s Version” is Swift’s way of getting back her lost masters and gaining ownership of her previous albums. Swift rereleases the albums (with previously unreleased songs for fans) with the attachment “Taylor’s Version.” This shows that Swift owns the song people are listening to.