(Photo: Frazer Harrison/Getty Images)

The Reputation marketing onslaught begins, with Taylor Swift releasing the first single from her recently announced new album. “Look What You Made Me Do” is some heavy shit, too, operatic and vengeful, complete with an answering machine message in which she cheerfully chirps. “I’m sorry, the old Taylor can’t come to the phone right now. Oh, why? Because she’s dead.”

The whole thing is positively Games Of Thrones-ian, with Swift promising that she’s got “a list” and she’s checking it twice. (The vibe is more Arya than Santa, to be clear.) You can hear the whole thing on Spotify, or check out a lyric video right here.

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