The philosophy of analogue time - Taylor Swift

It is encouraging to see recently that despite the rise of 'phone time', i.e. random digital displays on every gadget, that analogue displays are still a 'thing'. Luckily this extends across the generations too, with youth music icon, Taylor Swift, releasing an entire album with a clock dial focus.

Available in vinyl limited editions there are four different back covers that when arranged together create a complete clock dial. Quite right too. Not only that but a wall clock can be purchased on eBay from iPod200 that allows fans to make proper use of them on the wall.

Ignoring the topical news about the album and her tour, whether it is chart success or ticket sales, Swift's new album is all about time, from the title 'Midnights' to the symbolism of night in the titles of the limited edition albums the artwork for which creates the clock dial.

As Swift says: "This is a collection of music written in the middle of the night, a journey through terrors and sweet dreams. The floors we pace and the demons we face. For all of us who have tossed and turned and decided to keep the lanterns lit and go searching — hoping that just maybe, when the clock strikes twelve… we'll meet ourselves."

It is her personal view and we respect that, but it is all about time and time passing and the significance of analogue time to her life as an artist.

Like any good marketing strategy there is more, just when you think it it is done. After the release Swift released further songs and apparently dubbed them 'The 3 a.m. tracks' because they were released later than Midnight. Nice.

At Thinking Time we like, of course, the focus on time and the strong reminder that analogue time isn't just a reminder of the past. It is as relevant today as it always has been and Swift's focus on the passing of time can only be achieved properly with a real clock dial.

Pictures courtesy of eBay seller 'iPod200'. Quotes from Taylor Swift requoted from NME and other music media.