Just like most teenage girls, on Thursday, Oct 2 at 8:59 p.m. (PST), I found myself eagerly refreshing Spotify, preparing to listen to Taylor Swift’s new album, “The Life of a Showgirl” (TLOAS). 41 minutes later, I was, again, like most teenage girls, slightly disappointed. It wasn’t until I played the album a few more times that I discovered I had fallen victim to the mere-exposure effect. The mere-exposure effect is a psychological phenomenon where people develop an appreciation or liking for something simply because they are familiar with it. This can lead to artists receiving further backlash when trying something new. This phenomenon showcases the absence of patience in our society and how quickly we jump to judgment.
The album has now grown on me, much like “Midnights” (2022) was too synthetic at first, and “The Tortured Poets Department” (2024) was too melancholy. The two are now a constant ambiance in my room, car and any other chance I get.
The recent backlash that Swift has received with the release of TLOAS has revealed the true outlook of our culture; our society is quick to tear down artists who are evolving, rather than acknowledging the quality of the album. Claiming that the undeniably talented artist has “lost her touch” is off target. Swift is notorious for the reinvention of her style with each album, categorizing this artistic choice as “eras.”
Mixed reviews have flooded media outlets, including reflections for “The Official Release Party of a Showgirl,” only in theaters Oct. 3 through Oct. 5. The current Rotten Tomatoes scale stands at 64 percent. The New Yorker published an article under their Pop Music section titled, “Why does Taylor Swift think she’s cursed?”, as well as the Sydney Morning Herald publishing a review titled, “Taylor’s still the ultimate showgirl – but has she run out of hits?”
Many people consider Swift’s “eras” as significant time periods, categorizing each album release as a time capsule for a distinct chapter in her and her listeners’ lives. While this creates a relatable aspect to musical artists, it can create unrealistic expectations for what listeners want to hear. If someone were to be going through a difficult time in their life, maybe TLOAS isn’t what they want to listen to, because it isn’t relatable. “Folklore” (2020) and “Evermore” (2020) received massive success because of their somber melodies and poetic lyrics, released in a time when COVID-19 was rampant and spiking mental health issues like depression across the globe. Yes, the new album is upbeat and not as lyrically emotional as some of her other projects, but the album is labeled a “pop” album: listeners should expect pop. Not everyone will end up loving this album, but Taylor Swift has just done what every artist strives for — expanded her audience. The people enjoying this particular album may not be “Speak Now” (2010) or “Reputation” (2017) fans, but a whole new group of people.
When Billie Eilish got rid of her neon green hair and switched to platinum blonde, fans were angered that she was moving towards a more conventionally feminine aesthetic by switching her style. Olivia Rodrigo’s “GUTS” (2023) was deemed unoriginal and “less catchy” within hours of release. The situation happens everywhere, including film: Now considered a classic, “Fight Club” was booed at its premiere at the Venice Film Festival in 1999.
In hindsight, the issue is not TLOAS and whether or not it’s “good.” It’s our tendency to give no time to new material; the patience to appreciate art that challenges current standpoints has been lost. Because Taylor Swift, who has been topping charts for over a decade, with this release being her 15th Billboard No. 1 album, is undoubtedly a talented artist. Opinions aside, she has achieved more, statistically speaking, than any single artist ever has.
As people, we are naturally drawn to familiarity. With repeated exposure to certain things like music, we feel a habitual sense, like a particular piece of music with a rhythm we are used to. So, watch that awful television show once more, play that confusing card game a few more times to get the hang of it or play that irritating album on repeat. You may grow to love it.
