Greetings, Glancers! We’re so close to the end of this series, I’m sure you can taste it. What should have taken no longer than 12 months, has so far taken me almost three years. What can I say – I have a lot of other crap on my plate, some of it more edible than what 2020 had to offer.
What do I know about Taylor Swift? I know she’s incredibly successful, I know she apparently has an army of rabid fans who are so obsessed that any perceived slight against her will result on your family being nuked. I think she started out Country and has since gone more Pop. I know she has had a number of high profile relationships but I couldn’t tell you who any of those people were, and I know her most recent tour has been making an obscene amount of money. Finally, as far as I know, I’ve only ever heard one of her songs; a song which I absolutely cannot stand, a song which I am subjected to at least twice a day because it’s one of the five which plays any time my wife says ‘Alexa, play cheesy pop’. It’s Taylor’s one, and that fucking awful ‘shut up and dance with me’ song. Which song, you ask? The one about going crazy, and calling her maybe. That’s Taylor Swift, right? All I can hope for, is that Folklore is nothing like that. Maybe it’ll be a surprise. By the time you read the next paragraph, I will have listened to Folklore multiple times.
Well… that was quite… lovely. There wasn’t anything irritating and nothing which reminded me of that ‘call me maybe’ song. In many ways it feels like a small and intimate album, so it’s a shame that it’s a few songs longer than it needs to be. Because it’s intimate it doesn’t have the most expansive sound or very much musical variety. You wouldn’t guess this from the first half of the album as each of those songs hits differently and feel distinct, while broadly falling in the ‘I’m sad and lonely’ thematic camp. Once we enter the second half, the album does run out of steam a little. The positive is that the songs are mostly short and if played in a shuffle, or individually, the songs are strong enough on their own to be pleasant.
Like most modern pop albums, I was apprehensive about the vocals going in. But these worries were swept away in the opening moments of The 1. Her vocals are warm, sad, without ever doing anything over the top or exposing some sublime craft. It’s the closeness, the conversational tone which works. Like I’ve said before about Gemma Hayes, the way Swift sings on Folklore is as if it’s just you and her in the room together. The near whispered vocal style seems to be ‘in’ now, but her they sound authentic and not put on because it’s the popular thing to do. They fit the tone of the album, and they fit the lyrical themes and approach.
Lyrically, I wasn’t expecting the album to be as good as it is. Outside of a couple of songs, there isn’t anything unusual thematically, but she makes the lyrics personal and gives twists on common phrases and pinpoints suitable metaphors to get her point across. I don’t think her lyrics are quite as incisive as Phoebe Bridgers’ – at the very least they didn’t hit me with as much impact. But they’re a cut above much of what we hear in the charts. I can see why she’s the success that she is.
Honestly, it has been difficult for me to select any clear cut highlights from the album. Not because there aren’t any, but because many of the songs are on a similar level in my estimation. August, Exile, Cardigan, My Tears Ricochet… honestly the majority of the album is good enough to make my infamous 2020 playlist, but there isn’t that single, standout killer song I can point to as ‘the one’ (pun intended). Even as the dullness and repetition sets in, there are no duds. This Is Me Trying and Epiphany are a little bland, I don’t like the dude on Exile, Invisible String is too sparse to hit like it wants to, and the final five songs are somewhat interchangeable. But I put that down mostly the fatigue of reaching track twelve and knowing there’s four more to come. It’s here that I think some song trimming would have benefited the album. There’s an excellent twelve song album in here.
These are very minor complaints, in truth. It’s doubtful that the album is going to be a personal favourite for me, but I understand why it struck so many people. The lack of one or two killer tracks to keep me coming back is tough, but the overall strong quality of the majority of the album means more than half of the album will be going onto my playlist – more than any other album from 2020 I’ve heard so far. It feels assured, it feels like quality. Her vocals, her lyrics, her storytelling are all solid, and I’ve learned that she’s better than that shite Alexa forces on me.
SCORE
Sales: 5. I think we go 5 here, based on how all of this currently works. It’s sold a couple of million in traditional sales – which is a lot given no-one buys physical anymore, but it broke a whole bunch of streaming records upon release – most listens in 24 hours for example.
Chart: 5. Number 1 around the world, including UK, USA, Canada, parts of Europe. By 2023 it was still on the charts in US and Canada.
Critical: 4. You could go 5 and I would have no issue. I think it’s more likely a 4, given some commentators did call it out for being too long.
Originality: 3. I don’t know how original it is for Swift in terms of her previous work. It’s an all American folk album with hints of Pop and Indie. There isn’t anything overly original, but it’s good at what it is.
Influence: 3. It has been three years since release and I don’t know how much impact the album has had or will continue to have, but given Swift herself is arguably the biggest musical star on the planet, she’ll be inspiring the next generation of artists.
Musical Ability: 3. There’s not a lot of technical skill on show, but it’s not that sort of album.
Lyrics: 4. Snippets of 21st Century life – romance, fame, growing, losing, remembering, all painted with refreshing imagery.
Melody: 4. Enough great moments to be considered a fine pop album, but lacking that knock out punch.
Emotion: 4. It feels more like a 3 to me, but I’ll give it the low 4. I guess I don’t connect with it as much as other might, and if you’re already a Swift fan or know her history, the songs likely have more meaning. Given I know nothing about her, any personal life references will be mostly lost on me.
Lastibility: 4. Could be a 5, as it seems like Swift is becoming the voice of her generation. In any case, it’ll still be played minimum ten years from now, so that’s good enough for a 4.
Vocals: 4. She doesn’t sound distinct or unique to my ears, and many singers these days are going for wispy waif-like approach which can becoming grating after a few songs, but she’s savvy and skilful enough that she has other tricks. I don’t like the male vocals on exile.
Coherence: 4. The whole product feels earthy and lonesome, with its relatively lo-fi production and minimalist approach. It’ll be remembered as a ‘lockdown’ album when people want to know what such a thing sounded like.
Mood: 3. It’s mostly sad, but it’s also mostly independent and wise. I don’t think it hits me in the feels enough to get a 4.
Production: 4. Good for what it is, nails the tone of being stuck in a cabin at the edge of the world.
Effort: 4. It sounds like the sort of thing that little others had much input into. If I’m wrong, dock a point.
Relationship: 3. As most of you reading this will know, this isn’t a go to genre of mine, but I know good when I hear it, and I relate to music and lyrics with a little more heft than typical chart bait.
Genre Relation: 4. Happy to go 4 here because I think it will be remembered as an example of a lockdown album, and compared favourably to other releases.
Authenticity: 4. I don’t know much about her, perhaps unusually given the amount of praise and hatred she seems to get, but based on the music, the songs, the lyrics, and her performance, it all feels very personal, like a statement, her observations of life up till this point, with very little pretence.
Personal: 4. One of my favourite albums of this 2020 series, and a great way to close it out.
Miscellaneous: 3. This isn’t the album which she did the big tour and cinema screenings for, right? That wouldn’t make sense.
Total: 76/100.
I think that’s my highest score of the 2020 albums. Now I can move on to something else! Let us know what you think of Folklore in the comments!
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