I don’t understand the world’s Swift obsession

Let me preface this by saying I’m not here to throw shade, nor am I here to sing praises. I’m simply here to confess a profound and persistent bewilderment that has only grown stronger with each passing news cycle, each social media explosion, and each casual conversation about a certain global superstar. I’m talking, of course, about Taylor Swift.

I am not a Taylor Swift lover and I am emphatically not a Taylor Swift hater. I am, to put it plainly, completely and utterly confused by the world’s seemingly insatiable fascination with her. And if I’m being truly honest, the recent news of her engagement to Travis Kelce — a headline that somehow transcended entertainment news to become, inexplicably, a global breaking story — has only further cemented my confusion about the entire phenomenon that is Taylor Swift.

Let’s be clear: I’ve never questioned her talent. She is, undeniably, a singer, songwriter and performer. She is good at what she does – obviously. You don’t achieve her level of success by being mediocre. I can name maybe three or four of her songs, songs like Shake It Off or Blank Space or Cruel Summer, and yes, they’re catchy; I like them well enough. If one comes on the radio, I won’t change the station. But would I spend hundreds, perhaps even thousands, of dollars to see her in concert and buy overpriced merchandise? No, I wouldn’t. And that’s where my personal experience diverges wildly from a significant portion of the global population.

I feel like I have no need to go to one of her shows because, any time I open Instagram, Facebook or Twitter, or even breathe in the general direction of a screen, it seems like someone somewhere is posting an entire carousel of 10 videos (or more) from her concert, in real time, from every conceivable angle. And don’t even get me started about why people go to a live show, pay a premium, have the performer right in front of them, but then spend the entire experience watching it through their phone screen as they record the most “epic” moments for posterity (or, more likely, for likes). It’s a baffling modern ritual, but it’s particularly pronounced in the Swiftieverse. (Ditto for Beyonce.)

But beyond the digital documentation, what truly confounds me is the sheer, unadulterated frenzy that erupts when she comes on stage, or says the name of the city, or waves in the general direction of a section of the stadium, or just looks out into the crowd. People don’t just get excited; they lose their shit. Absolutely lose their shit.

The level of adoration, the intensity of the screams, the tears – it’s just beyond me. It’s totally lost on me why a performer’s acknowledgement of a city, a wave, or a general glance warrants such an extreme, almost primal, outpouring of emotion. It feels less like appreciation for an artist and more like a religious experience and I simply cannot bridge that gap in understanding.

Then came the relationship with Travis Kelce, which, for many of us, became truly obnoxious during the last NFL football season. Suddenly, the NFL became the Taylor Swift channel. She was shown on TV at games more than some of the actual players. It wasn’t just a fleeting shot; it was extended reaction shots, close-ups every time something significant (or even insignificant) happened on the field, or when she interacted with Kelce’s family. (Not to mention the glam arrival captured behind the scenes.)

In fact, it quickly became apparent that a significant portion of the audience was tuning in specifically to see her and her reactions, not the game itself. It turned America’s most popular sport into a celebrity reality show, and for many genuine football fans, it was, frankly, infuriating.

But this isn’t a new phenomenon, is it? There’s been a weird, almost obsessive fascination with Swift’s relationships for years, long before Kelce entered the picture. Perhaps it’s all the speculation about which exes she’s supposedly “complaining about” or “referencing” in her songs. Or maybe it’s the sheer caliber of the roster of celebrities who were once romantically linked to her – a veritable who’s who of Hollywood and music industry elite.

Either way, the public’s investment in her romantic life, real or imagined, has always been intense, fueling countless articles, fan theories, and, yes, even more music. I just don’t understand why this particular artist’s personal life demands such scrutiny and investment.

Now, I’m not entirely oblivious to the positive narratives surrounding her. I’ve heard the stories. Yes, she’s apparently incredibly generous to her tour crew, handing out hundreds of thousands of dollars in bonuses. Yes, she visits sick kids in hospitals, often quietly and without fanfare. These are undoubtedly commendable actions, indicators of a kind and empathetic person. But, I mean, does that really elevate her to saint status? Or is there something even higher than saint status? Because I’m quite sure if such a title could be awarded, she’d be given it by popular acclamation. It feels like any good deed, any act of kindness, is amplified a thousandfold and used as further proof of her almost divine nature, rather than simply acknowledging her as a decent human being.

And this brings me back to the engagement news. The fact that professional sports leagues, not just the NFL but others, took to their social media accounts to congratulate Swift and Kelce as if it were a major national triumph, is just… bizarre. That it was presented as “breaking news” across virtually all major media channels – not just entertainment outlets, but legitimate news organizations – truly left me scratching my head. Really? A celebrity getting engaged is a global breaking news story that warrants urgent alerts? And that the President of the United States is then asked about it during a press conference?

This level of societal absorption, this elevation of a pop star’s personal milestone to a matter of national and international significance, is truly beyond my comprehension. It feels like we, as a collective society, have given in to a level of celebrity worship that is both unprecedented and, frankly, a little unhinged.

So, here’s my confession: I’m not hating. I’m not even judging, not really. I’m just looking around, observing and feeling profoundly out of step with a massive cultural movement. I see the joy, the devotion, the sheer scale of the phenomenon and I simply don’t understand it.

There’s a piece of the puzzle that’s missing for me, a key emotional or psychological connection that seems to resonate with millions but completely eludes my grasp. Perhaps it’s a failure of my own imagination or maybe it’s a testament to the immense power of modern celebrity in a hyper-connected world.

Or, I just have a life and don’t waste energy on idolizing someone who’s never heard of me, doesn’t give two shits about me and will never have a need to ever acknowledge my existence.

All I know is, when it comes to the global fascination with Taylor Swift, I remain, truly and unequivocally, lost in translation.