Taylor Swift, one of the 21st century's biggest pop-cultural icons, has faced a backlash like few others. With her seventh album Lover out this Friday, can she recapture the zeitgeist?
Swift has transitioned from a country singer-songwriter to a full-on pop icon, winning two Grammy Awards for Album of the Year. She was named the world's highest-paid celebrity by Forbes, with an estimated pre-tax income of $185m (£153m) over the last year. Her new deal with Republic Records could earn her up to $200m (£165m).
However, Swift has lost the confidence of her imperial phase following a public dispute with Kim Kardashian and Kanye West over West's song Famous. The controversy led to a 'cancellation' campaign, which Swift described as 'a very isolating experience'. Her 2017 album Reputation, which embraced a darker persona, became her lowest-selling to date.
With Lover, Swift is attempting a more upbeat and socially engaged image. She has endorsed Democratic candidates and released singles promoting self-acceptance and LGBT rights. Forbes music journalist Hugh McIntyre says the campaign is 'positivity, but with a purpose', and notes that a viral video of Swift looking drunk at a party shows a more 'human' side.
Despite these efforts, accusations of being 'calculating' have long followed Swift. The singer continues to navigate the pressures of superstardom while trying to maintain her relevance and connection with fans.
