Reputation is the sixth studio album by American singer-songwriter Taylor Swift, released in 2017. It followed her 2014 pop breakthrough 1989 and marked a deliberate change in tone and image. The album's lead single, "Look What You Made Me Do", was issued on August 25, 2017 alongside the record's pre-order, and its visuals and lyrics signalled a shift toward a darker, more confrontational persona.

Sound and themes

Musically, Reputation blends electropop and synth-driven production with occasional industrial and R&B textures. The songs explore fame, reputation, media narratives and personal relationships, often with ironic or vengeful framing. Critics and listeners noted a more electronic, beat-forward approach compared with Swift's earlier country and pop records, and an aesthetic that embraced nocturnal imagery and sharper, stylized songwriting.

Creation and collaborators

The album arose from a period of intense public scrutiny and several high-profile disputes, which influenced its lyrical focus on how persona is shaped in public life. Production and songwriting involved recurring collaborators as well as fresh creative partnerships, yielding tightly produced tracks intended for both radio and large live settings. The campaign around the release emphasised reinvention, secrecy, and symbolic motifs such as snakes and black-clad visuals.

Release formats and promotion

Reputation was issued in multiple physical and digital configurations. Retail editions and exclusive bundles were part of the marketing: for example, Target Corporation offered special packages that included a magazine-style companion and collectible editions sold as Volume 1 and Volume 2 bundles. The rollout also featured cinematic music videos and carefully timed singles to maintain public attention during the launch window.

Reception and legacy

Upon release the album debuted at the top of major sales charts and generated significant streaming and ticket demand for its supporting stadium tour. Reviews were mixed to positive: many critics praised the production and bold persona work, while some questioned the album's lyrical directness. Regardless, Reputation reshaped Swift's public image and set the stage for subsequent projects.

Notable tracks and features

  • Lead single: "Look What You Made Me Do"
  • Other prominent tracks spanning themes of romance, retaliation and introspection
  • Produced and co-written with frequent collaborators and contemporary pop producers