On August 18, 2017, Taylor Swift made headlines by erasing all content from her social media accounts and official website, a dramatic move that sparked curiosity among fans. Shortly after, she began posting cryptic snake-themed clips, which many believed referenced her public feuds with Kanye West, Kim Kardashian, Katy Perry, and Calvin Harris from the previous year. This led to widespread speculation that Swift was preparing to announce a new album.
On August 23, Swift officially revealed her sixth studio album, Reputation, through Instagram, sharing the cover art and release date, November 10, 2017. Two days later, the lead single, "Look What You Made Me Do," was released. The track served as a pointed response to the backlash Swift faced, including the #TaylorSwiftIsOverParty and her high-profile drama with Kanye West and Kim Kardashian, marking her bold return to the spotlight.
Reputation delves into Swift’s experiences following the fallout from her controversies, including her Kim & Kanye feud. It explores her struggles with public scrutiny, the early stages of her relationship with Joe Alwyn, and hints at her impending departure from Big Machine Records, suggesting she foresaw challenges in retaining ownership of her work. Tracks like "Delicate," "King of My Heart," "Dress," and "Gorgeous" chronicle the joy and uncertainty of falling in love privately, away from the glare of public attention, as well as the anxiety about how her chaotic life might impact the relationship. Meanwhile, songs like "Look What You Made Me Do," "I Did Something Bad," and "This Is Why We Can’t Have Nice Things" reflect themes of betrayal and the public’s perception of her.
Even before its release, Reputation broke records, amassing over 400,000 pre-orders—double the figure of her previous album, 1989. On its release day, it sold 700,000 copies and became the fastest album to hit #1 on US iTunes, achieving the feat in just six minutes. Within four days, the album was certified platinum, selling over 1.05 million units. In its first week, Reputation sold 1.28 million copies in the US, making it 2017’s best-selling album and solidifying Swift's status as a powerhouse in the music industry.
