Lover, for me, was the first time she creatively tread water. All of the soundscapes on the album she had explored in previous expeditions, almost always she’d done a better job the first time around too.
There’s just nothing that is essential to her discography here. Cruel Summer comes close but it, like many other tracks on the album, is really just a kaleidoscopic regurgitation of Getaway Car and Out Of The Woods before it. It bops, but I wouldn’t say it’s one of her very best.
And the less said about the nadir of her discography the better. How it was recorded, let alone made the lead single for her ‘comeback’? What was she thinking?
But even beyond the singles and much of the filler there’s just something so bland about it, it’s a body of work with basically nothing interesting or coherent to say with nothing more tying it together than a focus grouped, cotton candy, pastel hellscape. A hellscape, by the way, that relied heavily on rainbows and still managed to feel borderline homophobic in how aesthetically displeasing it was.
Yes I do think the album, or something very similar, needed to happen as a palette cleanser post-Reputation, so I try to forgive it for being so mediocre. I clearly have not been successful in my endeavour. I shall keep trying.
But at the end of the day it did help bridge us to what came next. And from a brand rebuilding perspective the era was a huge success. So we have to thank it for that, if nothing else. I like to think the fact she knows we all hate Me, going so far as for the first time in her career to openly admit defeat by scorching all traces of “Hey kids, spelling is fun!” from the internet (and refusing to acknowledge it during the current tour), is a huge part of what enabled one of the most incredible course corrects in the history of time that followed. Say what you will about her relentlessness, she’s nothing if not astute to diminishing returns and knowing keenly when it’s time to chart out a new course. Thank fuck she did.