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"Yes, but have you considered the fact that she is a woman, women enjoy her music, and women enjoying things is a problem because they're wrong? It's like you don't even have a vendetta against pumpkin spice! " - general underlying factor
"her music is not deep" - the opinion of men whose only exposure to her music is the pop songs that gets airtime, not the lyrical depths of the rest of the album that directly hits women in the feels
On the first point: yeah, I didn't even want to get into the underlying sexism that drives the critique lol.
On the second: yeah, she made a billion dollars on her music. If you want to appeal to that wide of an audience, you're going to need to pump out some generic shit, at least on occasion. It's not really a great criticism of her, because that's her main skill. She can throw together 10 somewhat specific songs to cater to the fan base, then 2 tracks that get massive airtime and hook more people into the fan base. She's literally the best at it by the numbers.
No different than Lady Gaga's method which I feel took off a little sooner. The pop funds the art. I appreciate Swift's singing ability, but I enjoy Gaga's range when she makes her actual music. The theatrics, peaking with the meat suit? Just marketing to make her name the name to invite.
She's by far out striped every other performer ever in marketing her "brand" and general business sense.