folklore & evermore Era
Table of Contents
Becoming an Alternative Artist
While the rest of the world was busy baking banana bread and on endless Zoom quizzes, Taylor was secretly working on the record, teaming up with Aaron Dessner and Bon Iver‘s Justin Vernon, alongside long-time collaborator Jack Antonoff and partner Joe Alwyn (under the pseudonym William Bowery). Made from scratch in the first quarantine era, folklore was recorded at Taylor’s home in Los Angeles, and written and produced in remote collaboration. Choosing this approach may have been purely a function of circumstance, but Taylor had been due for a rebaptism for some time. Therefore, folklore is not only significant in terms of artistry, but also in terms of Taylor’s career. She was 30 years old. She had been a superstar since she was a teenager. She had done the pop thing to the absolute ultimate. And she had been trying to figure out how to continue what had been a remarkable and in some ways almost unprecedented run — eight albums with arguably no dip in popularity. Yes, reputation (2017), some people had issues with it, but it was still a massive seller and subject of conversation. And here she was at a place where very few pop artists ever get. So how does she make a turn, become more innovative, maybe, and explore different aspects of herself?
In releasing folklore, Taylor was clear and direct about her intent and her work. The album marked a conclusion (temporary or not was unclear) to her long march into the teeth of contemporary mega-pop. It was what a lot of fans had been waiting for all along: a lengthy, emotionally-wrought indie album. Its heart is folk storytelling. Its vision is a grey-blue soundscape: an autumnal album dropped in the heat of summer, the first full project of this kind from Taylor, inhabiting a truly melancholy space she had mainly hinted at in past ballads. Her new direction was clear: alternative folk. She told Entertainment Weekly in December 2020:
Supporting Independent Record Stores
The Quintessential Quarantine Album
At the end of the year it was announced by Billboard that folklore is officially the biggest album of 2020. It pulled in close to 2,3 million album-equivalent units and saw the biggest sales week of 2020 — the biggest, in fact, since her own 2019 album, Lover — and topped the Billboard Hot 200 chart for eight weeks. Beyond its 1,1 billion on-demand audio streams, folklore was the highest-selling album of the year, with over 1,2 million sales.
Grammy's Album of the Year
The tale of how evermore came to be is the stuff of first loves, holiday rom-coms, and Taylor Swift songs. Crafting the woodsy surprise album folklore in isolation, Taylor felt the spark of something exciting and new, and knowing all things must pass, wanted to make it linger just a little longer. If the periods of hibernation between Taylor’s records once felt crucial to the drama of her returns, her music now was filled with these momentary silences and breakthroughs. After a career spent striving for the next level of stardom, she discovered a more sustainable path for evolution. On evermore, she seems at peace with her past, in a suspended moment of transition, letting the world follow along as she learned: Don’t just get settled, she told us through this bounty of material. Get stronger.
As Taylor entered 2022, she once again had the chance to make history: evermore was nominated for the “Album of the Year” at the 2022 Grammy Awards – a victory at the ceremony would have made her the most celebrated artist in the 64-year history of the category. While other popular artists were rightfully celebrating award nominations and chart achievements, Taylor could do both, while also credibly changing the way artists could approach creative ownership and sonic shifts. If Taylor changed the game in the mid-2010s when pivoting from country to pop, playing it Top 40’s way and earning the splashiest commercial wins of her career, folklore and evermore found her rejecting the game entirely and drawing up her own rules. Now, she had the power to pull any sound she wanted into her mainstream orbit, or make any industry institution reckon with her impact.
|Beginning of Era||July 2020|
|End of Era|
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