We know his talents for conquering the charts, less his supposed skills in manipulating Google. At the beginning of October, Taylor Swift ignited all of TikTok and X after attending a New York Jets game, an American football team. It was enough for an army of Internet users – and media – to publish videos dissecting the Google results associated with the star and the word “jets”. The first results, articles that recalled the enormous carbon footprint of the star’s private jet, would have been relegated lower in the search engine, replaced by articles on the singer’s trip to the stadium.
A stroke of marketing genius on the part of Taylor Swift, Internet users applaud, without any evidence to prove that the singer made the trip to modify her digital reputation. The very probable reason for this sudden passion of the singer for American football was on the field: her new companion, the player Travis Kelce, with whom the relationship had not yet been formalized.
Suspected of witchcraft
This theory with conspiratorial overtones is only the latest surrounding the American star. Some of these theories are ultimately very classic and, let’s be honest, a little boring, such as the one that sees Taylor Swift as an illuminati. Being accused of being an illuminati is almost a must for any public figure: the Pope, the late Queen Elizabeth II or Bill Gates have also paid the price.
On the other hand, some stand out by accusing Tay-Tay of being a witch. In a video viewed 1.3 million times on TikTok, a user claims that Taylor Swift “practices witchcraft” “during her last concert”. “I know this will cause debate in the comments, but it doesn’t seem right,” he adds.
In reality, the singer performs Willow, a song which contains certain references to witchcraft, but which does not necessarily make the singer from Pennsylvania a fan of toad slime and perlimpinpin powder. Taylor Swift was around the time of the release of Willow in full period cottagecore, an aesthetic that shares visual codes with that of witches. And if the dancers who accompany her in the clip released in 2020 have their faces masked, it is not to cast a spell, but because the filming took place in the middle of a pandemic.
This former Satanist priestess is tired of being compared to Taylor Swift
Taking advantage of Taylor Swift’s extraordinary popularity this year – reissues of her albums are breaking streaming records – the singer was named personality of the year by the prestigious magazine Time and his world tour breaks all records – Internet users are unearthing old conspiracy theories about him. A way to get views inexpensively.
On TikTok, some highlight the physical resemblance between Tay-Tay, who is blonde, and a former American Satanist priestess, known in the 1970s and 1980s under the name Zeena LaVey, and who is also blonde. Internet users see Taylor Swift as a reincarnation or clone of Zeena, now known as Zeena Schreck. A conspiracy theory that began circulating around ten years ago.
However, it is difficult to assert that the interpreter of Midnight is a reincarnation of Zeena Schreck, who is very much alive. A spokesperson for the former priestess, who has since renounced Satanism, sent to 20 minutes this press release, that we sense a bit of irritation, on the question: “Since 1967 [année de son baptême publique], Zeena is the subject of sensational and biased misinformation, public speculation and conspiracy theories. The Taylor Swift conspiracy theory is just another conspiracy and deserves no more dignity or comment than the others. »
33 million puzzles to solve
Since her debut, the singer herself has been a fan of hunting for secrets. She is known for sending coded messages to her fans through her music videos or posts on social networks, what she calls “Easter eggs”. It is impossible to make an exhaustive list, especially since the singer almost never confirms whether fans’ speculations are correct. For the release of the re-recording of 1989 (Taylor’s version), the fans were asked to resolve 33 million puzzles (yes, 33 million, you read that right) to find the bonus songs.
“I find it nice, funny, it’s a good way to meet other fans on social networks”, summarizes with 20 minutes Heaven, a French fan of Taylor Swift, who takes part in the game of deciphering the singer’s posts. She remembers the very personal way in which the singer announced the release of her new recording of 1989 : ” That was announced on August 9. It was 9 and 8 [pour le mois d’août]like 1989. She also posted a few posts that had the vibe of 1989, especially polaroids. » Each Taylor Swift album has its visual signature, helping fans in the hunt for clues.
With her “Easter eggs”, Tay-Tay “offers her fans more details about her life”
If she is not the first artist to encourage her fans to play Sherlock Holmes, Taylor Swift “does it on a whole new level”, analyzes for 20 minutes Lucy Bennett, researcher at Cardiff University on popular music and fan communities. For the singer, having this engaged and active community of fans on social networks is a good promotional tool. For her fans, this method can reinforce the feeling of having a unique bond with the singer, a bond that is not immediately decipherable by those who do not have the codes. “They may feel directly addressed by Swift – as if they are being spoken to through a medium that may not be visible or decipherable to wider listeners, but which functions as a secret language of which only those who are aware are aware,” explains Lucy Bennett.
Offering these “Easter eggs” is also a way for Taylor Swift “to offer her fans more details about her life, because she rarely gives interviews,” notes Simone Driessen, researcher at Erasmus University in Rotterdam and author of articles on the singer.
The method is not without risk. By wanting to dissect everything, fans can end up seeing everything and especially anything in the smallest detail of a clip or an Instagram post – or looking for confirmation of erroneous information. “They can choose the elements that suit them best. It’s the same tactic with conspiracy theories! », says Simone Driessen. A strategy with a name that would make a good song name for Taylor Swift: the cherry picking. Anyone have Jack Antonoff’s number?