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YouTube said on Tuesday it was the biggest
debut of any video in YouTube history, beating the 36-million
mark set by South Korean singer Psy's "Gentleman" for that time
frame in 2013.
"Look What You Made Me Do," in which Swift takes aim at those
who have attacked her professionally and personally in the last
10 years, has been heavily scrutinized by fans and entertainment
media since it was premiered at the MTV Video Music Awards show
on Sunday.
Swift, 27, who has been absent from award shows and red carpet
events in 2017 after highly publicized feuds with Kanye West,
Kim Kardashian and Katy Perry, did not attend the ceremony.
YouTube said the video averaged over 30,000 views per minute in
its first 24 hours, with hourly views reaching over 3 million.
By Tuesday, YouTube views had surpassed the 53 million mark.
The music video starts with Swift crawling out of a grave and
declaring her old self dead, portraying a hard-edged artist with
nothing left to lose.
It ends with the singer reviving all the personas of her music
career - from gawky, guitar-playing 16-year-old to poised Grammy
winner - and having them bicker with each other for being fake,
pretending to be nice and playing the victim.
The rapping, techno-beat single is the first from a new Swift
album due for release in November called "Reputation."
Swift has some way to go before breaking the all-time YouTube
music video, which is held by Latin singer Luis Fonsi's 2017
global hit "Despacito," which surpassed the 3 billion mark in
early August.
(Reporting by Jill Serjeant; Editing by James Dalgleish)
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