Taylor Swift currently exists in pop culture the way sugar does in sweet tea. There is more of her than it can really hold. This thought occurs to me when I open up my Instagram and see basically every institution possible hopping onto the announcement of Life of a Showgirl. What is the Boston Museum of Fine Arts doing here? Who are all these people? I feel like the only thing saving us from some nightmare White House Life of a Showgirl shitpost is… actually, what is saving us from that? I really can’t think of anything. Now I live in fear.
Anyway, for brands, there’s Christmas, Black Friday, and Taylor releases.1 These seem to be the only common points of culture left.2 One post is fun, three posts are fun. Any individual post is a person having a good time. An avalanche of posts is something else and I find myself experiencing them both as “very fun” (as a person whose attention is being directly courted) and as “very annoying.”