The Pop Corporation

Ambivalence in pop, rock and everything else, is not often spoken about. And why would it? Barely summoning a feeling about something is not something you can really crow or cry about, because in it’s place, is an uninterested shrug. It’s not being above anything – it’s literally a magnolia painted wall in a flat you rent.

Taylor Swift is a phenomenon. She announced her redo of ‘1989’ and it was met with the usual ‘I CAN’T BREATHE!’ and ‘MOTHER!’ reactions from uber-fans online. Good for them. It’s nice for people to enjoy things. Good for the haters too, because the seething yin is always needed to counteract the fawning yang in pop culture.

However, there’s a number of people who, in the words of Spinal Tap’s Derek Smalls, who have the role in the middle of that, kind of like lukewarm water. As Taylor Swift makes her way through her back catalogue, re-recording the oldies, for those who have the response of ‘Oh, right’, it’s odd to see such a feverish reaction, because, surely she’s just re-recording her LPs in order so you know that it was due… right? And you can’t escape the feeling that her simply taking back control of her music is enough to warrant a gasp. A gasp is hearing previously unheard songs, isn’t it?

Either way, that’s not to say that Taylor Swift isn’t a magnificently talented businesswoman, entertainer and songwriter. It may not resonate with everyone, but there’s no denying that she’s an absolute sensation who you might only get a couple of per generation. And sure, one of the things Taylor excels at is leaving a breadcrumb trail of clues for fans to devour – she’s literally the best in the world at that, as every time she releases new music, she leaves Easter Eggs all over the place, leaving devotees charging around online spaces like treasure hunters.

The latter is not something a casual observer will be able to join in with, but it’s fun seeing people whip themselves up into a froth while they try and decipher each raised eyebrow, word and gesture.

Such popularity comes with a lot of hate. Many think Swift is one of the most personal and well-crafted lyricists of her time, while an equal amount of people with spit that she’s overrated and that she’s the kind of milquetoast artist that conservative record companies love and will push before anyone else.

But what if you’re just thoroughly not bothered either way? Years of her music could pass you by, without a shred of hatred or love. To many, this gargantuan star is something that happens elsewhere. It’s not just Taylor. You have to assume there’s tonnes of people who just haven’t really heard Beyonce. There’s someone out there who could tell you every lyric to every Ja Rule track, but Kendrick kinda passed them by.

Is there some sinister reason for Taylor Swift provoking such a breathless response all the time? You wouldn’t have thought so. Is she wholly good or entirely bad? That seems like a silly question. Is music all about people’s tastes? Obviously. Should you get mad at someone when they react strongly to your liking or dislike of her? Do what you like, really.

What’s so interesting about the absence of feeling is that, throughout music history, the biggest and best thing since sliced bread comes along, and many people make an assumption that strong emotional responses to A Thing are required. Taylor Swift is, unquestionably, the biggest star of the social media age. She’s managed to control her image and now, her intellectual property, in the most efficient and elegant way. We’ve seen other popstars crumble and frantically hit back at the industry and demands of fans, while Taylor – not without some sticky moments – has managed to maintain a steady hand and a certain calmness while navigating fame and music business nonsense.

However, the thing we find interesting is not especially exciting. It’s a dinner party missive at best. Her music? It seems okay. It didn’t resonate with us, but absolutely didn’t turn us away. He image? It’s a smidge All-American, Martha’s Vineyard, BoHo influencer for our tastes, but none of those things contribute to a change in our heart rate. It’s all kinda whatever really.

Maybe it is interesting when a cultural juggernaut passes swathes of people by while they were simply doing something else. Remember, the last time The Beatles played together on that rooftop on Savile Row, there were people who just wanted to get to work. There were people who probably could have gone to Woodstock who decided to clean their car instead, and remain absolutely fine with that.

What so interesting about living through it, is that it’s like occupying an alternate version of history. One day, we’ll watch a documentary about the headlines, the screaming, the hell of Taylor Swift’s time at the top and the rampant need for fans and journalists to try and get close to her. It’ll be billed as something that tilted the Earth on its axis, and all the while, we were fishing out half a ginger biscuit out of our tea which tragically broke mid-dunk.

The main thing is that, while enjoying ambivalence about a force of nature, it’s important to remember that indifference shouldn’t be foisted upon those who are thoroughly enjoying themselves. When we see screaming teens before a boyband, it’s allowed to feel alien, but it’s something to enjoy as an onlooker. When we see fans crying because they missed out on tickets, it’s all part of the glorious spectacle of pop music.

Movies rarely have it. Art, books, theatre and TV simply doesn’t cut it in the same way. You see, pop music is the greatest art form on the planet because it can create such visceral feelings in people. A 3 minute song can tell you more about your life than entire runs of a drama. When you find yourself mildly bemused at it all, and that people have been furious and joyful for years while your back was turned, it shouldn’t be treated with aloof disdain, but more like when a dog runs into the playground when you’re at school.

You might not care much for dogs, but the thrill of something out of the ordinary happening around is worth taking in, regardless.