how taylor swift avoided the lead single trap

as taytay has amassed wealth, fame, power, and cats over the last decade, she has been unable to escape one non-kanye-related nemesis: the first song released from her own albums. even as she churned out albums packed with chart-topping, introspective bangers, she seemed incapable of releasing any of those songs in the buildup to her album release.

instead, she continually opted for songs that could generously be described as “sonically foul” and which were wildly out of step with her actual albums. 

the most recent and galling example was a vile poptastrophe titled “me!” that inexplicably featured brendon urie, everyone’s third-favorite pop rock frontman. while lover itself was a delightful journey into the world of a young woman who feels it all coming together… “me!” was a terrifying descent into someone’s half-hearted and frankly reckless journey through the looking glass.

before that, there was the evil and wretched “look what you made me do,” a right said fred ripoff that would have been more at home in an off-broadway parody of the mean girls musical. reputation surely wasn’t as complete as her other pop albums, but from “getaway car” to “call it what you want” and “delicate,” there were plenty of more appropriate options.

and let’s not forget that the lead single for the world-altering, record-crushing, career-defining 1989 was, inexplicably, the entirely forgettable “shake it off.” this faux-empowerment anthem featured taylor claiming people said she stayed out too late (no one has ever thought you partied too hard, sorry tay) and ogling black women’s asses (take the video down, tay)—and was somehow selected from an album that featured, in no particular order: “style, “blank space,” “wildest dreams,” “style,” “new years day,” “clean,” “out of the woods,” “style,” “this love,” “style,” “how you get the girl,” “style,” and “style.”

but this time around, taylor managed not to fall into the same trap. so how’d she do it? she started by filling the album with only good songs, then didn’t release any as lead singles. she just released the dang album, let us vibe to it, and peaced out. 

and we are truly grateful.

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