ME!

The video for Taylor Swift’s ME! is a stunning visual tour de force that demands watching and rewatching. The effort expended on small details that are on screen for only a second or two is boggling.

The song itself is catchy, and has a great hook in “I’m the only one of me, baby that’s the fun of me.”

But the rest of the lyrics—“And you can’t spell ‘awesome’ without me,” “I know that I went psycho on the phone, I never leave well enough alone,” and even the “you’re the only one of you, baby, that’s the fun of you” corollary—seem lazy and made up on the fly.

I would happily trade half the visual razzmatazz for some effort to craft more cogent lyrics.