Taylor Swift's new music video went on YouTube on Sunday, to coincide with its debut at the MTV Video Music Awards.
The track Look What You Made Me Do has already been played more than 20,000,000 times.
On the surface, it is a meditation on the variety of personalities a celebrity is expected to be, and is a response to suggests that Swift's personality is fake.
At the close of the video, the theme of reputation is explicitly touched upon.
Swift's video has drawn criticism, as fans and viewers asserted the video contained jibes at stars such as former boyfriends Calvin Harris and Tom Hiddleston, and celebrities Kim Kardashian, Katy Perry, and Kanye West.
In the opening scene of Swift's music video, set in a grave yard, one of the tombstones is engraved with the nom de plume for a song written with Calvin Harris 'Nils Sjoberg'.
It suggests she will be taking more credit for her achievements from now on.
Picture: TaylorSwiftVevo/YouTube screengrab
Other theories include the idea that when she sings in a bath tub filled with diamonds.
Some Swift haters chastised her for supposedly mocking Kim Karshashian, who had $10 million dollars worth of jewellery stolen during a break in October 2016.