In November 2019, Coldplay released their eighth album, Everyday Life. In twenty years of professional music, it was the first time that any of Coldplay’s records came with the famous “Parental Advisory” sticker. The whole of the album’s profanity came from three seemingly random “f-bombs.” Not only had Coldplay never had an explicit content warning on any album before. They had never even featured a single profanity on any of their full-length LPs before Everyday Life.

Less than a year later, Taylor Swift released Folklore. The same exact thing happened. Despite a 15+ year history of recording that featured zero strong profanity, Folklore earned the black and white sticker for featuring multiple uses of the f-word. This started a trend for Swift: Every album released since has the same profanity and the same explicit content warning (as is common in the industry, the albums each have a “clean” version that edits out the harshest words).

Both Coldplay and Taylor Swift have historically appealed to a younger, more sensitive demographic. They have a long and successful history of selling their music without profanity.

Tech writer Samuel D. Jones offers the following observations on the use of profanity by Coldplay, Swift, and other artists:

We live in an era where the combination of authenticity and vice means that we are seeing some examples of performative offense. Performative offense is what happens when people indulge in vice less out of a sincere desire to indulge it, and more out of a desire to sell their image in the public square. It’s because many modern Americans now associate vice with authentic lives that leaders and those who aspire to leadership may flaunt vulgar or antisocial behavior on the grounds that such things make them “real” to the masses.

In other words, it’s cool to be bad. It’s cool to sin a little.