“Surprise! Tonight at midnight I’ll be releasing my entire brand new album of songs I’ve poured all of my whims, dreams, fears, and musings into,” Taylor Swift captioned her surprise Instagram announcement on July twenty-third of this year, releasing Folklore later that night. Swift’s albums usually follow lead singles, music videos, encrypted messages on social media, and months and months of anticipation, but turning a new leaf in her career, she decided to do things a bit differently, shocking fans and critics alike. Her usually fool-proof methods of creating excitement around her projects have back-fired these past few years. Her lead singles have been widely criticized; even die heart fans have erased “ME!” from their memories. So, the surprise release was a smart choice. Listeners had no preconceived notions of what the album would sound like, leading them to be more likely to hear and appreciate the album in its entirety.
Instead of going on tour for the album she released last year, Lover, Swift stayed at home like the rest of the world. She was inspired by the idea of quarantine, and turned those feelings into an album. Folklore is about isolation and how in loneliness we reflect on the past. In “The Last Great American Dynasty,” Taylor thinks of the history held in her Rhode Island home. In “Seven,” she reflects on a childhood friend whose home life was darker than she realized. Many tracks on Taylor’s album are told from perspectives that are not her own. “Betty,” “Cardigan,” and “August” all tell the same story of a teenage love triangle from different points of view. This versatility shows the strength of her storytelling abilities.
The simplicity of the production and complexity of the lyricism are reminiscent of her earlier albums. Though, the topics and language show a new maturity. Folklore is classified as alternative, but it doesn’t try to fit into a specific genre. Her other albums show very intentional choices that cater to who the audience is; her latest work shows a more personal, authentic artistry. Yet, it is still on brand with her other music. The album’s folk theme causes the mood of the songs to be very similar. There is a difference between cohesion and repetition, and Folklore teeters on the edge of repetition.
Folklore is overall a great feat for Taylor Swift. It is her most mature album yet, while still relating to all listeners. It paints a beautiful picture of how people spend their time in isolation: reflecting upon history, mistakes, relationships, and heartaches.