Music Videos

Taylor Swift "End Game"

On December 2, 2017, Sheeran confirmed at the Jingle Ball festival that a music video for the song would be released.[40] On January 10, 2018, Swift revealed through her social media app “The Swift Life”—an app she created for fans in support of Reputation[41]—that the music video for the song would be released on January 12, and that a snippet of the video would premiere on Good Morning America on January 11.[42] Swift premiered a 20-second snippet on Good Morning America, and posted it on her social media accounts later that day.[43]

On January 12, 2018, Swift uploaded the video onto her Vevo channel.[44] Directed by Joseph Kahn, the video depicts Swift partying at three locations during nighttime: with Future and partygoers on a yacht in Miami, with Sheeran at a nightclub in Tokyo, and with various friends on a double decker bus in London.[45] While singing/rapping with Future, Swift is seen riding shotgun in a Lamborghini Aventador with him.[46] In one of the London scenes, Swift is seen sitting on a bar playing Snake on a handheld game console, a reference to her reputation as a “snake” during promotion of the album.[47] This reference is also noted in one of the Tokyo scenes, in which Swift rides a motorcycle in a snakeskin-patterned bodysuit.[46] The superyacht MIZU was used for the Miami filming.[48]

Frank Guan from New York observed that the video effectively eschewed Swift’s previously well-known girl next door image, by “drinking, playing a game on her mobile phone, hamming it up at a karaoke bar, cheerfully failing at Dance Dance Revolution, really getting into Future, having a crowd of friends with only a few white girls and no white guys [apart from Ed Sheeran] in sight”. Guan was impressed by the video’s nighttime aesthetics featuring darkness against flashing lights and vivid colors, writing that “the end result is as simple as it is appealing”.[28] Lyndsey McKenna from NPR Music was less enthusiastic: “It’s pretty hard to buy Swift and Sheeran’s casual outing in Tokyo or Swift’s supposedly uninhibited dance moves.”[49]

Date:
Director:
Joseph Kahn
Producer:
Jil Hardin

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