At the stroke of midnight, as Thursday became Friday on the East Coast of the United States, Taylor Swift dropped the video for “… Ready for It,” the second single and video from her forthcoming album “Reputation,” which arrives on Nov. 10.
As if in response to the question “What would you do if you had a multi-million dollar video budget and were working with director Joseph Kahn for the sixth time?,” the clip is a head-spinning tour de force apparently set in some “Blade Runner”-esque setting with a hyperfuturistic Taylor battling a naked cyborg Taylor doppelganger that explodes and there’s lots of effects and um yeah.
It also continues the singer’s oddly morbid turn in her songs and videos, as “Look What You Made Me Do,” which premiered at MTV’s VMAs, featured Swift quite literally rising from the dead as a zombiefied version of the pop star crawled from a grave. The video became much more glamorous as Swift bathed in a tub of diamonds before cutting to a shot of her on a golden throne, snakes popping up behind her.
In terms of technological ambition it tops Kahn and Swift’s previous collaborations — which include “Blank Space,” “Wildest Dreams,” and “Out of the Woods,” in addition to “Bad Blood” and “Look What You Made Me Do” — not to mention most of the other videos ever made by anyone.
As of 9 a.m. ET on Friday morning, in its first nine hours, the clip had clocked 5.6 million views, with more than 600,000 thumbs-ups. But best of all, it spawned some hilarious reactions on Twitter. A sampling is below.