KYLIE SINGLE MUSIC VIDEO CAMPAIGN
A JOURNEY INTO OLD CINEMA
From a data standpoint, this campaign stands out just due to sheer volume, however, what made Midge Robie such an enticing artist was made evident from our discovery call with them.
This newer hip-hop group was undeniable talent, but once they shared a bit about how they were positioning the group all the pieces started falling together organically. The song Kylie has everything we love in the modern genre of artists, meshing influences, but we had a unique angle with the two artists borrowing their names from older actors/characters from classic cinema.
Each character represents different ideas and they already had these things established with their online personas, making for rich individual branding. Midge embodied a more gritty, black and white aesthetic and Robie was high fashion, polished, and in color.
With this in mind, we felt we could juxtapose the creative direction in multiple ways. For all of Midge's scenes, we embraced some more gritty in reality feelings, being all black and white and wishing for a world in color. where Robie was in the studio with a lavish setting and items like the car. Kylie became a bridge of worlds, representing a character that could live and lust towards multiple lifestyles while presenting her own image and control over both.
Midge Exley | kylie
let's talk strategy
Managing high-volume projects comes with risks. So while this campaign looks beautiful, we work to make sure it's just as effective for our artists. MidgeRobie planned a marketing strategy to hit IG and redirect to YouTube. We wanted to give them content to support personal branding that can focus on the video's success.
Luckily they both already had a strong understanding of who they were and how each piece could play a role, so when we handed over a music video, 60+ stills optimized for IG, four teasers, and 70 behind-the-scenes images, they hit the ground running.
The video's reception was one we were very proud to be a part of, receiving 10K in views the first month and lots of positive comments coming from their retargeting strategy on IG.
Outside of data metrics, it's been a blast watching them grow individually even beyond our involvement, partnering with good friend and highly talented videographer Vince Lundi to bring supportive and cohesive visuals to the Midge Robie brand.
We can't wait to see what's next for the MR team.
Shot on RED Scarlet W + Rokinon Glass + 1/8 + 1/4 Pearlescent Filtration
Supported through Wireless Video (Teradek)
Arri Skypanels + KinoFlo Lighting + Aputure 300X + Projector
Studio: Ohio HD
On-Location: Serif Creative
Ross Theisen | Art Director + Director
Josh Emerick | DP, Producer + Editor
Taylor Tigner | Studio Manager + AC
Trevor O'neil | Grip, Gaff + Electric
Carter Smith | PA + BTS
Ally Gille | Model as "Kylie"
JECP is honored to work with talented artists, serve great experiences, and make ideas possible. In working with us, you have grown our small business, continued our operations, provided freelancers jobs, helped serve our vendors, and allowed our footprint on your musical journey. We love the work we do, appreciate the artists who trust us, and want to keep moving this business onward.
Josh & Ross