Our song, 'Hypnotic', is by indie-pop artist Zella Day, a 20 year old American singer-songwriter, her young age and pop genre music means that she is popular amongst a younger demographic, particularly 16-24 year olds. Day is becoming increasingly more popular, her music video for 'Hypnotic', released February 27th 2015, has received 2,498,150 views. Although a relatively a new artist, she is gaining more recognition, most notably by making her national US TV debut in June 2015, performing on talk show 'Conan'. 'Conan' is an immensely popular show, with over 1.3 million viewers from the 18-49 demographic, making it the ideal television appearance to introduce Day to a wider audience. Day has also recently performed at Lollapalooza, an annual music festival hosting alternative rock, pop, hip hop and EDM artists. Other famous indie artists to have performed there include Coldplay, Foster the People, The Black Keys and Arctic Monkeys, all of which are also popular with younger audiences.
She is scheduled to perform in London in November, at the Hoxton Square Bar and Kitchen. Hoxton Square has been the heart of Hoxton's arts and media scene since the 1990s and has a variety of bars, restaurants and clubs. Such an urban and fashionable area is popular with young people, Day's target audience, this would give her more exposure and therefore more success. iTunes has also afforded Day more fans by serving 'Hypnotic' as one of their 'Singles of the Week' where it was available for free download for a week. This allowed new listeners to sample her music without the need to pay, which can sometimes be off-putting, especially with younger people, this would then entice people to purchase her other singles or whole album.
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| Tickets are sold for only £10, allowing people with less money to attend her shows. This would appeal to a wider audience. |
Zella Day's debut album 'Kicker' has received many positive reviews. Paul Lester of 'The Guardian' wrote that Zella would be 'most likely to be a smash', his review was shared 20 times on social media, further increasing her popularity. Jon Pareles, a specialised critic writing for 'The New York Times', said, 'She [Zella Day] sings about desire and self-destruction, about pleasure bound up with addiction, betrayal and surrender', I found this description of her music particularly interesting as these are themes that we wanted to explore within our music video.
I think that it was important to research further into Day's career as it has given me a deeper understanding of her appeal and of her audience. This will be helpful when thinking of ideas for our music video as we can cater to the needs and preferences of our audience.
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