Have you seen Taylor Swift’s FYC video for the Academy of Country Music Awards? I’ve attached below. It’s supposed to be cheeky and jokey and well, apart from the cat, which is kinda cute, I guess, if you’re a cat person, to me, hokey is more the word. Holy sh-t there were a lot of commas in that sentence.

But then again, “smart comedy” isn’t really Taylor’s brand. Her brand actually is this kind of humour. Like, Jay Leno. Broad. Can’t alienate the base. So I appreciate that she couldn’t go all Louis CK on us. Although she just broke up with her publicist Paula Erickson. Which might be signalling a change in her overall PR strategy. Now this is interesting.

Because it’s not like Taylor Swift is hurting. Taylor Swift isn’t Justin Bieber. She’s never stumbled. So on the one hand, if it’s not broke, don’t fix. And still, in making this decision, there must be a bigger professional strategy. Is she moving away from the hearts and the lollipops? Is she tired of being known as the boyfriends and heartbreaks girl? Taylor Swift turns 25 this year. And it looks like they’re looking ahead to move her into the WOMAN phase of her career. Can’t wait to see what that’s going to be like.

Attached - Taylor Swift and Lorde in New York on Sunday.