I was SO excited to talk about Sabrina Carpenter's rebrand that the camera was unfocused this whole time :') Hope you enjoy🩵 Subscribe to audio: Apple & Spotify: apple.co/zoeunlimited open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1
I don't think Sabrina would have been able to pull off this brand earlier in her career. it works so well now because she is a mature woman but I don't think she would have the same confidence if she was styled like this when she was younger
I'm also really glad she didn't do it earlier because we wouldn't have got singular 😭 even though I'm thrilled she's blowing up now I'm always gonna have a soft spot for her earlier music over her current stuff
There's something to be said about her "nonsense" outros too. I feel like those clips were what was showing up on people's pages, which is great because the cheeky wordplay showed both talent and personality
I knew her before all of this. But the Olivia scandal and Sabrina's album as an answer what made me look into her more closely. Tho nonsense outros were fun at first and got annoying very quickly
This also shows to never give up, most people after years would give up, but she kept going. Edit: didn't mean to start any drama, I haven't checked on this comment since I wrote it 💀 thanks for the likes btw
Many would give up though because they are making zero money from their music/acting endeavours. That's not sustainable for most people. Sabrina had Hollywood connections (her aunt is the actress that voices Bart Simpson) and huge Hollywood entertainment companies, such as Disney, backing her. So even if Sabrina wasn't a mega star, she had a decent trickle of opportunities and lots of industry support to make it sustainable for her to stay in the industry.
@@elinat2414 Agree, she had the financial backing to sustain herself for the 10 years until she made it. That's what allowed her to keep pushing and wait it out. Most people would have run out and become homeless by the 2nd or 3rd year. So, it is a huge advantage and privilege she was able to keep going until she finally hit success on her 10th year.
@@elinat2414 to be fair, i believe sabrina was already on disney before nancy cartwight (the bart simpson voice actress) married into the family and supposedly, they aren't close. and hollywood records (her ex-label owned by disney) never properly pushed her music. but for sure with someone who's been in the industry for as long as she has, she already made a lot of connections - i mean technically jenna ortega is one of them, since they knew each other back from their disney days.
@@Admin-bx5vm Exactly... any starting capital she had from her Disney days and long standing industry connections helped her ride it out for as long as she did.
But some of them were able to manage both stages fairly well, like Selena Gomez. Is not impossible, just demands a tuned in management team that most child actors/teen pop stars lack.
as someone who loved sabrina for 10 years and viewed her as mainstream it's so interesting to see how others have viewed her all this time. i'm happy my girl is finally getting the recognition she deserves
REAL when the whole olivia joshua sabrina triangle happened and people were like who is sabrina carpenter i was so shocked because i thought everyone knew her?? 😭😭
What makes Sabrina special is this kind of vintage vibe that gives young women courage. I remember when I had a broken heart and “please please please” came out. I felt that my girlish emotions are understandable yet very graceful with the sentence “Don't bring me to tears when I just did my makeup so nice”. It’s simple, gives girl power but without this harsh marking that Katy Perry did recently
The "vintage vibe" thing is nothing special, like, at all. Katy Perry did it, Lana did it, Marina did it, Taylor did it at some point, it really baffles me when people claim it's something original. Also, what "courage" in this context? Songs about breakups are not exactly rare...
tbh if she branded herself the way she currently does straight out of disney, I don't think it would've worked as well. Her current image is too adult for that
I liked Sabrina's music since "feather" and "vicious" . To me espresso was just another success her talented self deserved anyways, i never saw her as a child singer finally evolving into a mature artist 🤷♀️
it reminds me of ariana grande's rebrand... sexy flirty sweet perfume good vocals. and now that ariana grande ruined her brand sabrina is filling that need. fascinating how archetypes remain constant
Let’s be honest: the perfume line, the ice cream, the color blue theme were all definitely a part of her rebranding but I really think the biggest marketing tactic that’s boosting her fame (aside from her catchy music) is the not just the nostalgia and hyperfemininity but her over-sexualized persona . It’s a well known fact in the marketing industry that sex sells and she is selling it with the Marilyn Monroe/pin-up girl vibes, the lingerie, the overly explicit lyrics, the lip-filler and Botox to make her appear more mature yet childish, etcetera, etcetera. Her whole platform isn’t just retro, it’s “1950s/1960s ‘bombshell’”
No one wants to admit this lol. It’s so true though. We think we are so different in 2024 but poor Sabrina knew she would have to do this to get big. Billie Eilish is not the common pop star experience.
@@marleee.2174 not sure abt that,but op is definitely right,its very rare to see a female pop-star become as huge as Billie,without sexualizing herself
Sabrina's rebrand was never the espresso era 😅 it happened with Singular Act 1 and Singular Act 2 when she stopped making teen songs and completely changed her music style. I've been following her music since her days on Disney and that red lipstick rebrand changing her into less of a teeny bopper and more of a mature artist absolutely blew minds away at the time. Yes, she has become an international sensation because of Emails I Can't Send and Short N Sweet and their blowing up on TikTok and other social medias but lets not pretend that that was the beginning of her rebranding. She changed her image from Disney Girl long before Espresso came out.
I feel like Sabrina always had fans, but they were very focused on specific fandoms, like Thumbs was one of the most used audios from POV creators for a while
I've been a listener of hers since 2016 so im happy she's getting the recognition she deserves... its crazy people now wanna jump on but either way she's poppin off and im so happy for her
to be honest I didn't funny comprehend for a while that people considered her an overnight success cause I've been following her since before emails I can't send even came out but this video was so interesting and well done. As a personal interest of mine I've been studying marketing and this whole series has been so so well done and super intriguing but I think this was my favorite so far!
I'm a Sabrina fan since her debut album, and to be fair I'm not sure if the new fans will ever experience the excitement her early fans did. But I love seeing her finally shinning globally and being the trend, I have never been prouder of anyone else of my favorite singers. She's here to stay and I know that, I love her so so so much
same!!! i’ve been a fan since the start and i even got to go to the eics tour. i’ve been so excited for her seeing all her recent accomplishments and im so happy she’s getting everything she deserves! she deserves everything good and much more. i love her sm 🫶🏽🫶🏽💞 i’m glad someone else understands.
Sabrina Carpenter is the perfect example of how branding can really MAKE a person. Some use branding to accompany their art but Sabrina's art IS the branding.
I think calling her earlier style or songs a 'mistake' in branding is wrong. She was a child then and she had enough success she was happy with. And how she is now isnt the result of a rebrand or overnight change it has been a natural long evolution and she's older now too so this aesthetic wouldn't have worked before. I'm a long time fan of hers so this is my opinion
Honestly though they sexualized her whole persona and I think that has a lot to do with her newfound success . it seems like as soon as female pop artists go from modest to revealing a whole new world opens up let’s be real
Honestly as someone who's been a fan of Sabrina's since the late 2010's this is what bothered me like nothing wrong her with her expressing that part of herself she's a grown woman she can do whatever the hell she wants with her body but the fact that she didn't get popular until she got more s*xier when she had already been releasing songs like "Sue Me" and "Paris" which already sounded like they should be in the Billboard 100 and this is a trend i've noticed for many female artists and it feels so problematic that female artists don't see any form of mainstream success until they begin objectifying/s*xulizing themselves you don't really see male artists like Ed Sheeran or Shawn Mendes ever have to do that they can stay modest and still see success I feel like this sets an unfortunate precedent for young women that they have to s*xulize themselves in order to see success in the music industry rather than it just being a personal choice to how they present themselves and I think is also reflective of how the music industry is still run by men (in terms of owning most of these labels) and the male gaze
thank you, I’m so tired of people accepting mediocrity in music and her specific blatant over-sexualization as “wow she’s just grown so fast 10 years of hard work”. Not negating that she has worked hard, but people need to accept reality and admit she was not getting attention until she infantilized/over-sexualized herself. If you disagree, fine, but critically think and ask yourself if you would listen to Sabrina’s music if she didn’t look the way she does/play up this persona. I’m tired of people complaining about how rampant this is in pop music but the general population CONTINUES to hype artists like this up, and they’re confused why nothing changes.
Yeah it’s the same with poc and hip hop. Only the girls that spend their whole performance twerking on stage get famous. Those who don’t do that don’t even get noticed. I’m so tired of it and wish that if we truly mean it when we say looks aren’t important and that the sales reflected that. But nope. Even women do that too.
I have a friend who works in the industry and he said “its the marketing and styling team are the masterminds of these artists’ branding.” These artists are just following orders from their teams they are not the genius but the people who work behind them are. No hate to Sabrina and all the musician artists but to be honest LET’S GIVE CREDITS AND RECOGNITION TO THE REAL PEOPLE BEHIND THE SUCCESS OF THESE ARTISTS.” Let’s be mindful next time.
I thought we all knew this but somehow people keep referring to these celebrities as geniuses etc. The celebrities may even don’t agree with the clothing, songs, etc the team behind them chooses. And it’s infuriating that they are taking the credit during interviews. “I wanted to do this because etc”..No! The team behind them wanted to do this!
maybe both? sabrina has spoken about how she’s worked in this project (s&s) for a long time, as well as eics. she’s always had this sort of humor, it’s just these past eras have really hit home with the proper branding to fit her aesthetic.
@@martafiord exactlyyy people forget that celebrities are just well curated puppets who do as they are told , they aren't the masterminds behind most if not all things . its the teams that do it all , if we take away their teams they'd all begin to flop
I agree with you but also don't yes these people obviously do a lot for these artists but there are artist out there who try or want to be involved in the creative process of what they're doing and etc because the way you are wording your opinion is as if your saying some artist just sit on their asses with no creative ideas of their own and etc, and just let everyone else do the work for them and i don't think that is always the case there many artists out there who are very involved in everything weather it's the music they make or performance ideas, inspiration for a stage set up, or their esthetic and etc i feel like saying that it's their team and etc that are fully in control of an artist career is a bit of a reach because at the end of the day why wouldn't an artist be involved in this things when it's their face and name on everything 🤷♀️
You keep saying she did this.. etc . but she has a team that did this. A marketing team. It bugs me celebrity worship when theres company’s and teams of marketers behind all of this. Just no one is doing it alone and often people are not writing there own music, playing instruments etc the myth of the gifted celebrity and of pure talent needs to be shut down. they work hard sure, as lots of people in many professions do but no she’s not a genius, She had a lot of resources and had a great marketing team and strategy, anyway this is what i would say to my daughter or teenager when they are comparing themselves to idols. This is all marketing.. your videos are fantastic btw
The women who actually did a lot of branding themselves as well as behind the scenes work and writing their own music are Taylor Swift and Beyonce that is why I will always have respect for them.
@@fireproof2767 beyoncé does not write a lot of her music... she too takes from smaller creators, songwriters, etc. & have them essentially sign over their work. so many writers who haven’t signed nda’s said this.
I would also argue that Sabrina Carpenter got picked up by the big music industry execs simply because they saw her as being able to embody this super feminine nostalgia that is highly relevant at the moment. They know exactly how to do this, and Sabrina was just in the right place at the right time. I also disagree with the point made that Sabrina doesn't follow trends, there has been a significant trend towards 50s nostalgia happening in the culture for a few years now.
honestly i have been listening to sabrina since 2012 it started with "the girl meets the world" me and my bestfriend have seamless as our song i loved her then and i love her now
From a teeny tiny artist like myself thank you for this! I’ve been struggling to find my brand but this puts a lot into perspective for me! I’m taking notes 🤪
I loved her Xmas album, and I think that was a test album for all that was discussed here: visual style, nostalgia, sexiness, softer breather singing style. I think it was the lost bridge between her 'Emails I can't send' ablum and this newest one. Once her then current fans respond positively, I guess her marketing team, and rightly so, were like: WE'VE FOUND IT, NOW LOCK IT DOOOOOOWN!
reminds me of how classic artists you see the progression in their work and usually their defining piece isn’t until later in their career, they never just hit the scene with a big win like we see today with how fast paced everything is now in an attention economy, i think this could be a sign of a lasting talent who knows how to navigate success, hoping for the best for her career to come
Definitely need a video on Madison! Like Sabrina, she's so talented but also hasn't quite got the recognition for that yet, would love a deep dive into her branding and what's going wrong (I really think she's seen as an influencer more than an artist but I'm not sure how that happened since she's been doing music since day 1)
Showbiz is sad and horrible. If you are a woman in showbiz today, no matter how talented and brilliant you are, you HAVE TO be sexy, pretty, hot, wear sexy clothes, always look smoking hot.. it's bizzare! I mean, you know it's not her, it's a whole team of managers, stylists, producers... they set her whole look, her presentation, they probably even tell her what to say. It's horribly sad, scary, dull world masked in glitter and happines and smiles. And sex, of course. I may be bitter, sure, because art today is mockery of what art is supposed to be. I never heard of this girl (I am an older gen) but I am sure she has a nice voice and she can sing. Does she need that marketing? Probably, because in a sea of all the millions of wanna-be-stars, you have to stand out somehow, even if you got a talent. Honestly, it all seems so depressing to me. I do not see the appeal of that world.
That's soo true tho. There is a really amazing singer called Faouzia (she is literally awesome) and she is criminally underrated...and also happens to be very modest (due to religious reasons)..
We also have Adele, Taylor Swift and Selena Gomez who don’t have to be sexy. Adele and Taylor Swift are legit one of the best selling artists out there.
This is so interesting. I liked a few of her older songs but it really seemed like she blew up over night. And she was always pretty but damn I’ve never seen a glow up like hers.
if you're new here- HIIII welcome!! 💜We're doing deep dives every Thursday where as your marketing bestie- I will be analyzing the branding case studies of the pop culture influences in our lives. Tune in and feel free to send requests via comments! Episodes also avalailable on spotify and apple apple.co/zoeunlimited open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1
You're great! Could teach a whole course. Makes me fall back in love with marketing for the fun of it. The hair is great branding for you.. My brand is mystery and revamping. But only until my kids are adults, I cannot take their childhood away with having to brand themselves until they are old enough and ready. You killed this one thanks for all your geeking out and effort.
I just find it hillarious when people who didn't even know about her existence suddenly act like her biggest fans all of a sudden and us og supporters are just pushed to the side. Even during GMW, most of us knew she had the "it" factor. Aside from her being pretty and having a great personality, she is a true vocalist. Those who have seen her earlier videos of performing songs like Shadows, Almost Love. Sue Me, Honeymoon Fades, Alone Together, must know she has a lot more to her than what her current songs showcase. I am happy she found her brand but I hope she brings back more of her belty vocals for SC7.
I know we’re talking about Sabrina, but I love the way you speak your voice sounds so smooth, but yet straightforward and the way you spoke on the topic and how you brought it to our attention and the editing It’s so good
luv your videos!! you should talk about Laufey, she's an amazing singer that brought jazz, the less listened genre, to gen z through her community on tik tok and other factors (this of tik tok is just something I saw on youtube, but I dont know anything about marketing and stuff like that) last thing, sorry for my bad english, it's my 2nd language so... yeah
The difference with Miley Cyrus and Sabrina Carpenter is that she started as a flop and emerged renewed and regrown. I think it’s better to start as a flop artist than a successful one and start progressively into success…
i feel like she benefitted by disney’s downfall in popularity because it made it easier for her to break away from the image, like miley was eons away from sabrina in terms of global fame when leaving the disney image behind
I’ve literally been following her since she was on boy meets girl! I know how far she’s come and actually I’d say the last three years she’s really gained momentum more than ever. Every fan she has is a true fan for sure because they have been there with her since the beginning. I’m really happy for a success. She’s doing a really fantastic.
As someone who has been following her music since her Disney days, I'm so happy to see her getting more into herself and being able to share her talent :)
I mean considering how many stars got too much money and fame early and it ruined them as people (and incited lots of drug use) I don't think the delay is a bad thing. Also she's grown as an artist during that time.
I simply love to see these analysis of people who were not/ were less famous and suddently just gained worldwide fame. I'd really like to see a video like this about bjork, she is not as famous as these celebrities nowdays, but her impact (specially in the first years of her solo career) and how she is one of the most inovative artists of all time gets me really mesmerized
She had me hooked ever since she debuted with " Can't blame a girl for trying" on Disney all those years ago. I love that she's finallygetting the recognition that she deserves.😊
I really love the way you break down these pop culture phenomena in a marketing and business frame - as a musician aspiring to reach the main stream, very insightful!! Thank you!!
Sabrina's subscriber count really started taking off in 2023 and hasn’t slowed down since. I remember back in 2020, she had about 4.5 million, but even with that, she still felt kind of underrated. And yeah, you’re totally right about the branding missteps back then.
I got interested in her when i saw her perform at the eras tour in Argentina. She was so fun, sweet, and the moment when she sang along dancing queen with us was just so beautiful, after that i listened to emails i cant send and i LOVED it. It's such a good album honestly, wish i knew the songs before so i could scream the lyrics at the eras
okay i'm nearly thirty and absolutely OBSESSED with her now, as of very recently. my jaw dropped when you said she put out FIVE albums with her old label. FIVE?! i had literally NEVER heard of her until this year!
My patience was tested in this overly repetitive explanation of Sabrina’s rebranding and all I got was “she changed her vibe from teen pop to main stream artist”, branding delayed her success for 10 years was said like 5 times. I dont get why youtubers feel the need to make their videos super long when the content itself they are seeking to cover can be explained in 3 minutes. I like binge watching 20min to 1hr shows when theres an actual progressing plot but not when it the same thing said over and over again. Couldnt even finish it sorry.
I FREAKING LOVE YOUR SERIES OF POP CULTURE GIRLS BRENDING!!! 😫 It is like being behind the scenes, you are locking out very interesting details! Thank you ❤
as a millenial i never saw girl meets world, i only knew her when she got the success she has now. i'm thankful i only know her like this, she's incredible. not a copy of anyone, "sweet sexy" which is pretty rare
I love Sabrina and I think she's a great addition to the pop scene, but I find it interesting how few comparisons are being made to Ariana Grande. Ariana is the OG very petite, ultrafeminine, playful and actually very humorous popgirl , and I'm not saying Sabrina is copying her, it's interesting to see how people rarely bring Ari up when I think they have lots of similarities in branding.
This makes sense now thank you.Admittedly when I first heard Expresso I thought she was a new artist however I started noticing that I had heard her music before such as thumbs when I was younger and now it’s clicked.it’s for sure she has determination and perseverance good for Sabrina!
i've been watching her since girl meets world and it's really nice to see how she's grown into a confident woman. i'm very happy for her. it's so interesting to see people talk about her like she just got here.
My first thought was your last, I think it's for the best that she had this long period of working without a ton of name recognition, she had time to work seriously and professionally and learn the ropes while also finding her own style and personality without the weight of being known for who she was at 13, she got to mature and settle into herself and then get that recognition; imo it's the same concept as "kids have always been dumb, the internet/ phones just weren't around to document every mistake that they made so it could be dredged up 10 years later", none of her older work is bad, but she didn't have the same burden of say Miley or Selena who were literally forced to apologize for posing nude/ wearing a bikini, while Sabrina was able to jump into a Skims campaign and no one had a strong "child star" brand image that then caused her to receive backlash; What I get from your videos is that good branding is just about defining your own brand, ensuring that it is appealing to your audience, and then being consistent with that brand and cognizant of your audience (in terms of what you sell, how you sell it, the prices, etc.)―do your own thing, be consistent, and stay in touch with your audience
also, her brand evolve with her! she grew up and so did her brand. also, she also broke out of the disney mold by being the sexy woman she is, but it didn’t feel forces as miley cyrus, for example! (no hate to miley, i love her and she truly found herself now)
I was SO excited to talk about Sabrina Carpenter's rebrand that the camera was unfocused this whole time :') Hope you enjoy🩵 Subscribe to audio: Apple & Spotify: apple.co/zoeunlimited
open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1
nice
Subscribing on Spotify
You have to share the fame, thats why it was unfocused!
The 50/50 hair is a huge factor in why guys don't take you seriously.
Sad your BBFs won't be honest with you. 💔
:)
Nonsense was what started all of this, in my opinion. Espresso took her to new heights.
Exactly!!
Exactly they had that song on repeat everywhere I went 😂
True, loved that song
Nonsense is how I first heard Sabrina Carpenter
Agree
I don't think Sabrina would have been able to pull off this brand earlier in her career. it works so well now because she is a mature woman but I don't think she would have the same confidence if she was styled like this when she was younger
I'm also really glad she didn't do it earlier because we wouldn't have got singular 😭 even though I'm thrilled she's blowing up now I'm always gonna have a soft spot for her earlier music over her current stuff
Agree 100%, it's the worst when the "femme fatal" is pushed on a girl that is not confident enough. Would have ruined the brand for good.
Mature woman ? Geez she’s only 25
@@Gmhfseyhbthe age when you are fully grown so yes
True! Now she is in her 20's and comfortable with herself.
There's something to be said about her "nonsense" outros too. I feel like those clips were what was showing up on people's pages, which is great because the cheeky wordplay showed both talent and personality
YESSS that was what really introduced me to Sabrina's witty personality
her outros and the choreo for feather were literally how i got into her music
It was definitely the outros that helped her go viral. That and that Olivia thing.
Yup that's what made me check out her music and just in a few months espresso dropped
I knew her before all of this. But the Olivia scandal and Sabrina's album as an answer what made me look into her more closely. Tho nonsense outros were fun at first and got annoying very quickly
This also shows to never give up, most people after years would give up, but she kept going.
Edit: didn't mean to start any drama, I haven't checked on this comment since I wrote it 💀 thanks for the likes btw
Many would give up though because they are making zero money from their music/acting endeavours. That's not sustainable for most people. Sabrina had Hollywood connections (her aunt is the actress that voices Bart Simpson) and huge Hollywood entertainment companies, such as Disney, backing her.
So even if Sabrina wasn't a mega star, she had a decent trickle of opportunities and lots of industry support to make it sustainable for her to stay in the industry.
@@elinat2414 Agree, she had the financial backing to sustain herself for the 10 years until she made it. That's what allowed her to keep pushing and wait it out. Most people would have run out and become homeless by the 2nd or 3rd year. So, it is a huge advantage and privilege she was able to keep going until she finally hit success on her 10th year.
@@elinat2414 to be fair, i believe sabrina was already on disney before nancy cartwight (the bart simpson voice actress) married into the family and supposedly, they aren't close. and hollywood records (her ex-label owned by disney) never properly pushed her music. but for sure with someone who's been in the industry for as long as she has, she already made a lot of connections - i mean technically jenna ortega is one of them, since they knew each other back from their disney days.
@@Admin-bx5vm Exactly... any starting capital she had from her Disney days and long standing industry connections helped her ride it out for as long as she did.
She was also kind of contractually obligated to keep going before she could rebrand
Another reason why Jenna and Sabrina collaboration is so iconic is because they're both short petite queens with a lot of personality
Their similar height helped the video’s aesthetic out tremendously. It would’ve been odd to have someone five inches taller.
The personality doesn't matter but you're right with the rest
It was disgusting
@@jantube358it does they’re both petite icons
@jantube358 it does they're humans not objects
I mean..she also grew up. You can't create a brand for a child the same way you can create a brand for a fully grown, adult woman.
Facts
Exactlyyy
Factssssss
Exactly… *looks at Jojo*
But some of them were able to manage both stages fairly well, like Selena Gomez. Is not impossible, just demands a tuned in management team that most child actors/teen pop stars lack.
as someone who loved sabrina for 10 years and viewed her as mainstream it's so interesting to see how others have viewed her all this time. i'm happy my girl is finally getting the recognition she deserves
She’s killing it!
REAL when the whole olivia joshua sabrina triangle happened and people were like who is sabrina carpenter i was so shocked because i thought everyone knew her?? 😭😭
Same. Girl meets world was my favourite show. I thought she was huge😂
wow thank you for the devotion
She wasn’t a thing at all outside the us
What makes Sabrina special is this kind of vintage vibe that gives young women courage. I remember when I had a broken heart and “please please please” came out. I felt that my girlish emotions are understandable yet very graceful with the sentence “Don't bring me to tears when I just did my makeup so nice”. It’s simple, gives girl power but without this harsh marking that Katy Perry did recently
I see what you mean! she gives the energy that girly girls can be girly 🩷
Christina Aguilera have done this perfectly or Lana Del Rey. It's nothing new really.
@@esikazemese and are we talking about them?
@@allursins and your point is? We are also talking about Ted Bundy and he died in prison, so...
The "vintage vibe" thing is nothing special, like, at all. Katy Perry did it, Lana did it, Marina did it, Taylor did it at some point, it really baffles me when people claim it's something original. Also, what "courage" in this context? Songs about breakups are not exactly rare...
I am living for your branding and marketing videos. It helps me umderstand a lot. You talk with facts.Please keep doing the series its so interesting.
I love learning with you guys! 💜
Frr
Yes! +1 to this!
Ikr this series is sooo great❤❤
100%%%%
GIRL YES USE THAT DEGREE
Giving me FOMO 😂
this is the best comment i have seen in so long
What degree does she have
@@Sibistashe graduated in the top 1% of UCLA's Business & Economics field.
@@pastelpeep thanks!
tbh if she branded herself the way she currently does straight out of disney, I don't think it would've worked as well. Her current image is too adult for that
That's the point
fr it would have been a Miley Cyrus situation
I liked Sabrina's music since "feather" and "vicious" . To me espresso was just another success her talented self deserved anyways, i never saw her as a child singer finally evolving into a mature artist 🤷♀️
@@buckwheat_flower ughh such a good album!!
Oh my gosh, same, but feather was a popular song too.
Those two songs I swear
@@zoeunlimited i know right? 😊
i didnt know she would blow up i thought espresso was a song just another song for us fans like fruitcake but no it was all so fast
to me emails i cant send is a better album musically, but when it comes to branding, she really outdid herself with short n sweet
this
@@marinacandelaria9748 I agree, eics is artistically superior. It's mostly depressing, though, so I can see why most new fans prefer to listen to s&s.
Oh eics will always be THAT GIRL for me. She deserved sm more 😭💕 besides feather and nonsense she's actually so underrated 😭
agreed!!
it reminds me of ariana grande's rebrand... sexy flirty sweet perfume good vocals. and now that ariana grande ruined her brand sabrina is filling that need. fascinating how archetypes remain constant
Ariana just grew up
She didn't ruin anything...Still bigger than Sabrina and she will remain that way for...ever? lol
Ariana ruined her brand 100%. She always tried to sell the sweet funny girl brand, but no one is buying that anymore. She's clearly a deceitful person
I used to like Ariana Grande but I'm really fed up with her nowadays.
@@chrishill9197 same!
Let’s be honest: the perfume line, the ice cream, the color blue theme were all definitely a part of her rebranding but I really think the biggest marketing tactic that’s boosting her fame (aside from her catchy music) is the not just the nostalgia and hyperfemininity but her over-sexualized persona . It’s a well known fact in the marketing industry that sex sells and she is selling it with the Marilyn Monroe/pin-up girl vibes, the lingerie, the overly explicit lyrics, the lip-filler and Botox to make her appear more mature yet childish, etcetera, etcetera. Her whole platform isn’t just retro, it’s “1950s/1960s ‘bombshell’”
No one wants to admit this lol. It’s so true though. We think we are so different in 2024 but poor Sabrina knew she would have to do this to get big. Billie Eilish is not the common pop star experience.
@ oh I’m a firm believer that Billie Eillish romanticizes depression and mental health issues
@@marleee.2174 not sure abt that,but op is definitely right,its very rare to see a female pop-star become as huge as Billie,without sexualizing herself
Sabrina's rebrand was never the espresso era 😅 it happened with Singular Act 1 and Singular Act 2 when she stopped making teen songs and completely changed her music style. I've been following her music since her days on Disney and that red lipstick rebrand changing her into less of a teeny bopper and more of a mature artist absolutely blew minds away at the time.
Yes, she has become an international sensation because of Emails I Can't Send and Short N Sweet and their blowing up on TikTok and other social medias but lets not pretend that that was the beginning of her rebranding. She changed her image from Disney Girl long before Espresso came out.
so true
Thank you !
EXACTLY! I remember loving those albums so much!
that's obvious. But eics is the first album where she had creative freedom, so.....
True because i remember when some people were criticizing her for the almost love music video saying that it was a little too sexy lmao
I feel like Sabrina always had fans, but they were very focused on specific fandoms, like Thumbs was one of the most used audios from POV creators for a while
Zoe's hair is really saying blackpink in your area 😂😂😂😂😂
blackpink in your hair-ea
Naa bro's about to summon a whole fandom
@@sienna4706😭😭😭
BLINKS❤
@@sienna4706 genius
I've been a listener of hers since 2016 so im happy she's getting the recognition she deserves... its crazy people now wanna jump on but either way she's poppin off and im so happy for her
to be honest I didn't funny comprehend for a while that people considered her an overnight success cause I've been following her since before emails I can't send even came out but this video was so interesting and well done. As a personal interest of mine I've been studying marketing and this whole series has been so so well done and super intriguing but I think this was my favorite so far!
I'm a Sabrina fan since her debut album, and to be fair I'm not sure if the new fans will ever experience the excitement her early fans did. But I love seeing her finally shinning globally and being the trend, I have never been prouder of anyone else of my favorite singers. She's here to stay and I know that, I love her so so so much
same!!! i’ve been a fan since the start and i even got to go to the eics tour. i’ve been so excited for her seeing all her recent accomplishments and im so happy she’s getting everything she deserves! she deserves everything good and much more. i love her sm 🫶🏽🫶🏽💞 i’m glad someone else understands.
I only got in thanks to "Thumbs"... I admit, I preferred her older songs than the new one but I am happy for her...
Sabrina Carpenter is the perfect example of how branding can really MAKE a person. Some use branding to accompany their art but Sabrina's art IS the branding.
I think calling her earlier style or songs a 'mistake' in branding is wrong. She was a child then and she had enough success she was happy with. And how she is now isnt the result of a rebrand or overnight change it has been a natural long evolution and she's older now too so this aesthetic wouldn't have worked before.
I'm a long time fan of hers so this is my opinion
I agree! I'm a reaaally old fan, and her old marketing and style was perfect for me. Honestly I'm still getting used to the new style!
thank u
Honestly though they sexualized her whole persona and I think that has a lot to do with her newfound success . it seems like as soon as female pop artists go from modest to revealing a whole new world opens up let’s be real
Honestly as someone who's been a fan of Sabrina's since the late 2010's this is what bothered me like nothing wrong her with her expressing that part of herself she's a grown woman she can do whatever the hell she wants with her body but the fact that she didn't get popular until she got more s*xier when she had already been releasing songs like "Sue Me" and "Paris" which already sounded like they should be in the Billboard 100 and this is a trend i've noticed for many female artists and it feels so problematic that female artists don't see any form of mainstream success until they begin objectifying/s*xulizing themselves you don't really see male artists like Ed Sheeran or Shawn Mendes ever have to do that they can stay modest and still see success I feel like this sets an unfortunate precedent for young women that they have to s*xulize themselves in order to see success in the music industry rather than it just being a personal choice to how they present themselves and I think is also reflective of how the music industry is still run by men (in terms of owning most of these labels) and the male gaze
thank you, I’m so tired of people accepting mediocrity in music and her specific blatant over-sexualization as “wow she’s just grown so fast 10 years of hard work”. Not negating that she has worked hard, but people need to accept reality and admit she was not getting attention until she infantilized/over-sexualized herself. If you disagree, fine, but critically think and ask yourself if you would listen to Sabrina’s music if she didn’t look the way she does/play up this persona. I’m tired of people complaining about how rampant this is in pop music but the general population CONTINUES to hype artists like this up, and they’re confused why nothing changes.
Yeah it’s the same with poc and hip hop. Only the girls that spend their whole performance twerking on stage get famous. Those who don’t do that don’t even get noticed. I’m so tired of it and wish that if we truly mean it when we say looks aren’t important and that the sales reflected that. But nope. Even women do that too.
@@Theratsofus_5456you shut up.
I do agree that's one thing that has helped her success here but luckily not everyone has to over sexualize themselves. It is a vast majority though.
I have a friend who works in the industry and he said “its the marketing and styling team are the masterminds of these artists’ branding.” These artists are just following orders from their teams they are not the genius but the people who work behind them are. No hate to Sabrina and all the musician artists but to be honest LET’S GIVE CREDITS AND RECOGNITION TO THE REAL PEOPLE BEHIND THE SUCCESS OF THESE ARTISTS.” Let’s be mindful next time.
I thought we all knew this but somehow people keep referring to these celebrities as geniuses etc. The celebrities may even don’t agree with the clothing, songs, etc the team behind them chooses. And it’s infuriating that they are taking the credit during interviews. “I wanted to do this because etc”..No! The team behind them wanted to do this!
maybe both? sabrina has spoken about how she’s worked in this project (s&s) for a long time, as well as eics. she’s always had this sort of humor, it’s just these past eras have really hit home with the proper branding to fit her aesthetic.
@@martafiord exactlyyy people forget that celebrities are just well curated puppets who do as they are told , they aren't the masterminds behind most if not all things . its the teams that do it all , if we take away their teams they'd all begin to flop
@@sabricore celebrities say these things all the time but at the end of the day the real masterminds are those who run them .
I agree with you but also don't yes these people obviously do a lot for these artists but there are artist out there who try or want to be involved in the creative process of what they're doing and etc because the way you are wording your opinion is as if your saying some artist just sit on their asses with no creative ideas of their own and etc, and just let everyone else do the work for them and i don't think that is always the case there many artists out there who are very involved in everything weather it's the music they make or performance ideas, inspiration for a stage set up, or their esthetic and etc i feel like saying that it's their team and etc that are fully in control of an artist career is a bit of a reach because at the end of the day why wouldn't an artist be involved in this things when it's their face and name on everything 🤷♀️
Been a big fan since her debut and her efforts have finally paid off. It’s inspiring
You keep saying she did this.. etc . but she has a team that did this. A marketing team. It bugs me celebrity worship when theres company’s and teams of marketers behind all of this. Just no one is doing it alone and often people are not writing there own music, playing instruments etc the myth of the gifted celebrity and of pure talent needs to be shut down. they work hard sure, as lots of people in many professions do but no she’s not a genius, She had a lot of resources and had a great marketing team and strategy, anyway this is what i would say to my daughter or teenager when they are comparing themselves to idols. This is all marketing.. your videos are fantastic btw
The women who actually did a lot of branding themselves as well as behind the scenes work and writing their own music are Taylor Swift and Beyonce that is why I will always have respect for them.
@@fireproof2767 beyoncé does not write a lot of her music... she too takes from smaller creators, songwriters, etc. & have them essentially sign over their work. so many writers who haven’t signed nda’s said this.
@@SuperJamesus very good point! Will be more mindful this in the future
Exactly, thats an industry, and you need a team.
I would also argue that Sabrina Carpenter got picked up by the big music industry execs simply because they saw her as being able to embody this super feminine nostalgia that is highly relevant at the moment. They know exactly how to do this, and Sabrina was just in the right place at the right time. I also disagree with the point made that Sabrina doesn't follow trends, there has been a significant trend towards 50s nostalgia happening in the culture for a few years now.
ITS THE BANGS! Muah 💋😍😍 I’m obsessed with her rebrand! She’s genius
That was interesting. As a non american I didnt't know that much about her. But I loved your analysis and the samrt moves of marketing!
Likewise ✨
I'm American and I only heard of her 2 months ago...
This comment made me chuckle a bit 😂 I'm aussie and I've been a massive fan for 9 or 10 years
honestly i have been listening to sabrina since 2012 it started with "the girl meets the world" me and my bestfriend have seamless as our song i loved her then and i love her now
From a teeny tiny artist like myself thank you for this! I’ve been struggling to find my brand but this puts a lot into perspective for me! I’m taking notes 🤪
An decade long rising star mistaken for an overnight success, girl deserved every blessing that came her way this year
You really should do one video about chappel roan
I loved her Xmas album, and I think that was a test album for all that was discussed here: visual style, nostalgia, sexiness, softer breather singing style. I think it was the lost bridge between her 'Emails I can't send' ablum and this newest one. Once her then current fans respond positively, I guess her marketing team, and rightly so, were like: WE'VE FOUND IT, NOW LOCK IT DOOOOOOWN!
reminds me of how classic artists you see the progression in their work and usually their defining piece isn’t until later in their career, they never just hit the scene with a big win like we see today with how fast paced everything is now in an attention economy, i think this could be a sign of a lasting talent who knows how to navigate success, hoping for the best for her career to come
Another person who relates to Sabrina Carpenter is Madison Beer. You need to do one about her, pleaseee
Definitely need a video on Madison! Like Sabrina, she's so talented but also hasn't quite got the recognition for that yet, would love a deep dive into her branding and what's going wrong (I really think she's seen as an influencer more than an artist but I'm not sure how that happened since she's been doing music since day 1)
The secret to her success is that she never gave up, gor lucky with a very catchy song when most music sucks right now and got attention for it
I am so obsessed with Sabrina, her songs now are just sooooo addictive
Showbiz is sad and horrible. If you are a woman in showbiz today, no matter how talented and brilliant you are, you HAVE TO be sexy, pretty, hot, wear sexy clothes, always look smoking hot.. it's bizzare! I mean, you know it's not her, it's a whole team of managers, stylists, producers... they set her whole look, her presentation, they probably even tell her what to say. It's horribly sad, scary, dull world masked in glitter and happines and smiles. And sex, of course. I may be bitter, sure, because art today is mockery of what art is supposed to be. I never heard of this girl (I am an older gen) but I am sure she has a nice voice and she can sing. Does she need that marketing? Probably, because in a sea of all the millions of wanna-be-stars, you have to stand out somehow, even if you got a talent. Honestly, it all seems so depressing to me. I do not see the appeal of that world.
That's soo true tho. There is a really amazing singer called Faouzia (she is literally awesome) and she is criminally underrated...and also happens to be very modest (due to religious reasons)..
@@StayArtsy thanks I will check her songs!
there are plenty of women who sell more than their sex appal but you won't see them in top 40. modern pop music is shallow by definition
We also have Adele, Taylor Swift and Selena Gomez who don’t have to be sexy. Adele and Taylor Swift are legit one of the best selling artists out there.
exactlyy, if you don't show skin as a woman you probably won't make it in the industry and that sucks.
We love the pink hair! 💞 Also loving these brand break down videos!
5:49 Sue Me is a bop tho...too bad it was released back then
Spotify sent me sue me a long time ago and I was like who is this girl?! HUGE pipes on that song
Her old songs are so popular among pov youtubers and I love them but it didn't get much recognition
She has always been a popstar to me even though it took ten years for others to see her. ❤
As a vintage-lover, I really liked her early 60's Brigitte Bardot inspired looks 🩵💙
She's an icon and a role model to all of us to keep trying.
Girl with all due respect, 7 ad breaks in a 18 minute video is CRAZY 😭😭
I think that's just RUclips. I finished watching the video with no ads in it
@@hmmmnope2455 do you have a ad blocker?
@@thesoftdays nope
This is so interesting. I liked a few of her older songs but it really seemed like she blew up over night. And she was always pretty but damn I’ve never seen a glow up like hers.
it's an amazing brand glow up!
I need to see this for Charlie XCX and for Troye (especially his journey from youtube star to pop star)
Maybe Conan Grey too, he was on RUclips for a long time before he became famous
I think Sabrina's career is the definition of "it takes 10 years to be an overnight success"
I'm so glad she finally broke through!!! She was criminally underrated
if you're new here- HIIII welcome!! 💜We're doing deep dives every Thursday where as your marketing bestie- I will be analyzing the branding case studies of the pop culture influences in our lives. Tune in and feel free to send requests via comments! Episodes also avalailable on spotify and apple apple.co/zoeunlimited open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1
Fav Sabrina Carpenter song?
AS A GACHA KID: OFC LOOKING AT ME!!!
Taste
bed chem😍
THUMBS
please please please ❤
the discord notif sounds are making me anxious i actually cant 😭
You're great! Could teach a whole course. Makes me fall back in love with marketing for the fun of it. The hair is great branding for you.. My brand is mystery and revamping. But only until my kids are adults, I cannot take their childhood away with having to brand themselves until they are old enough and ready. You killed this one thanks for all your geeking out and effort.
I just find it hillarious when people who didn't even know about her existence suddenly act like her biggest fans all of a sudden and us og supporters are just pushed to the side. Even during GMW, most of us knew she had the "it" factor. Aside from her being pretty and having a great personality, she is a true vocalist. Those who have seen her earlier videos of performing songs like Shadows, Almost Love. Sue Me, Honeymoon Fades, Alone Together, must know she has a lot more to her than what her current songs showcase. I am happy she found her brand but I hope she brings back more of her belty vocals for SC7.
These videos are so helpful to me. I literally write these examples in my exams.
been waiting for sabrina's episode for so long!!! thank you for making this
I know we’re talking about Sabrina, but I love the way you speak your voice sounds so smooth, but yet straightforward and the way you spoke on the topic and how you brought it to our attention and the editing
It’s so good
luv your videos!! you should talk about Laufey, she's an amazing singer that brought jazz, the less listened genre, to gen z through her community on tik tok and other factors (this of tik tok is just something I saw on youtube, but I dont know anything about marketing and stuff like that)
last thing, sorry for my bad english, it's my 2nd language so... yeah
it's more like a 2 years of good rebranding rather than a 10-year one
OMG I was waiting for a video with the new hair for so long it rlly suits u!!
Tyyy🤗💕
The difference with Miley Cyrus and Sabrina Carpenter is that she started as a flop and emerged renewed and regrown. I think it’s better to start as a flop artist than a successful one and start progressively into success…
your hair is so prettyyy💕💕
i feel like she benefitted by disney’s downfall in popularity because it made it easier for her to break away from the image, like miley was eons away from sabrina in terms of global fame when leaving the disney image behind
She looks so pretty! And has good marketing. I’ve always liked how she was very feminine and sweet while also mixing nicely with more “edge” and spice
first omg im so excited she posted
love your videos so much!!!!!
💓
🩷
@@zoeunlimitedBeing attractive is cringe
@@leecameron9226 uhhh wat
I’ve literally been following her since she was on boy meets girl!
I know how far she’s come and actually I’d say the last three years she’s really gained momentum more than ever. Every fan she has is a true fan for sure because they have been there with her since the beginning. I’m really happy for a success. She’s doing a really fantastic.
THE DISCORD NOISES SCARE ME EACH TIMEE 😭
STOOP great vid tho
As someone who has been following her music since her Disney days, I'm so happy to see her getting more into herself and being able to share her talent :)
ilysm girl also please do Tyla next I’d love to hear your thoughts
I never expected I would love her as much as I do. She just seems so cool but down to earth. Doesn't take herself too seriously. Love that
I mean considering how many stars got too much money and fame early and it ruined them as people (and incited lots of drug use) I don't think the delay is a bad thing. Also she's grown as an artist during that time.
THANK YOU FOR YOUR WORK ZOE! I ABSOLUTELY NEED TO UNDERSTAND HOW MARKETING WORKS, PRONTO!
I simply love to see these analysis of people who were not/ were less famous and suddently just gained worldwide fame. I'd really like to see a video like this about bjork, she is not as famous as these celebrities nowdays, but her impact (specially in the first years of her solo career) and how she is one of the most inovative artists of all time gets me really mesmerized
Is this like when Zoe went from the dark ages of being a CPA to a Marketing influencer😂. Zoe has sure enacted her wisdom.
And she doesn't talk down to fans and cancel shows. She works hard and deserves her success. ❤
her talent wasnt hidden for 10 years, she was a just a kid
She had me hooked ever since she debuted with " Can't blame a girl for trying" on Disney all those years ago. I love that she's finallygetting the recognition that she deserves.😊
Sabrina is exactly the pop princess we've been waiting for. 💕🎀👑
I really love the way you break down these pop culture phenomena in a marketing and business frame - as a musician aspiring to reach the main stream, very insightful!! Thank you!!
Sabrina's subscriber count really started taking off in 2023 and hasn’t slowed down since. I remember back in 2020, she had about 4.5 million, but even with that, she still felt kind of underrated. And yeah, you’re totally right about the branding missteps back then.
Girl your channel is AMAZING! Blessings from a girl that was giving up but decided to keep fighting.
I got interested in her when i saw her perform at the eras tour in Argentina. She was so fun, sweet, and the moment when she sang along dancing queen with us was just so beautiful, after that i listened to emails i cant send and i LOVED it. It's such a good album honestly, wish i knew the songs before so i could scream the lyrics at the eras
okay i'm nearly thirty and absolutely OBSESSED with her now, as of very recently. my jaw dropped when you said she put out FIVE albums with her old label. FIVE?! i had literally NEVER heard of her until this year!
My patience was tested in this overly repetitive explanation of Sabrina’s rebranding and all I got was “she changed her vibe from teen pop to main stream artist”, branding delayed her success for 10 years was said like 5 times. I dont get why youtubers feel the need to make their videos super long when the content itself they are seeking to cover can be explained in 3 minutes. I like binge watching 20min to 1hr shows when theres an actual progressing plot but not when it the same thing said over and over again. Couldnt even finish it sorry.
i actually rlly enjoyed watching this vid!❤ i randomly clicked bc i saw sabrina wnd then i realized its ur vid💋
I FREAKING LOVE YOUR SERIES OF POP CULTURE GIRLS BRENDING!!! 😫 It is like being behind the scenes, you are locking out very interesting details! Thank you ❤
as a millenial i never saw girl meets world, i only knew her when she got the success she has now. i'm thankful i only know her like this, she's incredible. not a copy of anyone, "sweet sexy" which is pretty rare
I love Sabrina and I think she's a great addition to the pop scene, but I find it interesting how few comparisons are being made to Ariana Grande. Ariana is the OG very petite, ultrafeminine, playful and actually very humorous popgirl , and I'm not saying Sabrina is copying her, it's interesting to see how people rarely bring Ari up when I think they have lots of similarities in branding.
This makes sense now thank you.Admittedly when I first heard Expresso I thought she was a new artist however I started noticing that I had heard her music before such as thumbs when I was younger and now it’s clicked.it’s for sure she has determination and perseverance good for Sabrina!
I would love to see a Gaga one!!! I feel like her brand is soooo complex and storied, I’d love to hear your thoughts!!
i've been watching her since girl meets world and it's really nice to see how she's grown into a confident woman. i'm very happy for her. it's so interesting to see people talk about her like she just got here.
I bought Sweet Tooth when it first came out and wasn't super in love with it, but now I regret selling it. Love your insight.
I've actually been a fan of her since she turned 14, so I'm so happy she's finally getting the attention she deserves
ooh i actually think of pink when it comes to sabrina carpenter!
I love sabrina carpenter, I’m not the biggest fan of her music but her concerts are just so amazing. Her overall vibe is amazing.
My first thought was your last, I think it's for the best that she had this long period of working without a ton of name recognition, she had time to work seriously and professionally and learn the ropes while also finding her own style and personality without the weight of being known for who she was at 13, she got to mature and settle into herself and then get that recognition; imo it's the same concept as "kids have always been dumb, the internet/ phones just weren't around to document every mistake that they made so it could be dredged up 10 years later", none of her older work is bad, but she didn't have the same burden of say Miley or Selena who were literally forced to apologize for posing nude/ wearing a bikini, while Sabrina was able to jump into a Skims campaign and no one had a strong "child star" brand image that then caused her to receive backlash; What I get from your videos is that good branding is just about defining your own brand, ensuring that it is appealing to your audience, and then being consistent with that brand and cognizant of your audience (in terms of what you sell, how you sell it, the prices, etc.)―do your own thing, be consistent, and stay in touch with your audience
also, her brand evolve with her! she grew up and so did her brand. also, she also broke out of the disney mold by being the sexy woman she is, but it didn’t feel forces as miley cyrus, for example! (no hate to miley, i love her and she truly found herself now)
10 years damn she's a fighter...she earned her success