Masters Controversy

Publications highlighted Taylor’s public opposition to the acquisition of her masters as trailblazing: while the issue of master ownership and the conflicts between record labels and artists such as Prince, The Beatles, Janet Jackson, and Def Leppard have been prevalent, Taylor was one of the few to make it public. Her social media posts prompted both support and opposition from her peers; those who supported include Selena Gomez, Halsey, Sky Ferreira and Iggy Azalea, who cited Taylor’s reason that artists should rightfully own their music. Those who opposed include Braun’s clients Justin Bieber and Demi Lovato, who believed he was a man of good character, and that the decision was not personal. In May 2021, Olivia Rodrigo stated that she negotiated with her record label to own her music’s masters herself, after observing Taylor’s battle. Joe Jonas said that he wishes to re-record Jonas Brothers’ back catalog just like Taylor.

Rolling Stone described the masters dispute as one of the 50 “most important moments” of the music industry in the 2010s decade: “While Braun and Borchetta vehemently contest [Taylor’s claims], the actual facts of the situation may not matter — as Taylor is using every tool she’s got, including pleading directly to a zealous fanbase for help, to establish herself as a self-made artist who calls her own shots.” According to The Guardian, Taylor’s masters dispute hinted at a change in the digital music era, where artists are more informed of their ownership and would not rely on record labels for marketing as heavily as in the past. Variety wrote that Taylor’s highly publicized move to re-record her back catalog would inspire other artists to “further deputize or weaponize fans in their own business disputes”, unlike the comparatively less successful attempts by contemporary artists to own their music. Elle and The New Yorker hailed the “(Taylor’s Version)” tag attached to the re-recorded music as genius re-branding of Taylor’s back catalog. Money Marketing said that the situation helps understand “dangerous investing”.

Two songs off Taylor’s 2020 album folklore, “my tears ricochet” and “mad woman“, were underscored by critics for their references to the dispute, Borchetta, and Braun. On evermore (2020), the bonus track “it’s time to go” also mentions the dispute, summarizing Taylor’s feelings: “Now he sits on his throne in his palace of bones, praying to his greed. He’s got my past frozen behind glass, but I’ve got me.”