Olivia Rodrigo - Music Marketing

 Olivia Rodrigo started up as an actress on Disney Channel, starring in ‘Bizaardvark’, however she gained a wider recognition as ‘Nini Salazar-Roberts' in High School Musical: The Musical: The Series in 2019-2022. While on the show, she began writing a song called ‘All I Want’ which she performed for the series. When the song went viral on social media platforms, this was a clear signal of her songwriting potential.  

She signed to Geffen Records and began working with Dan Nigro (producer) in 2020. She released her debut single ‘drivers license’ in 2021 – a globally successful single that resulted in her rising to fame. The song broke streaming record and debuted at #1 on the Billboard Hot 100 – it was appreciated for it’s raw, authentic emotion and storytelling.  

She later released her first album ‘SOUR’, a mix of indie rock, pop and alt-pop, continuing to explore the themes of heartbreak, insecurity and teen angst. Three songs of that album became hits and engaged in the album’s success: ‘deja vu’, ‘traitor’ and ‘good 4 u’. Olivia is known for her emotionally honest lyrics, vulnerable storytelling and a voice that reflects it all with a mix of pain and anger. 

Text 1, good 4 u Music Video 

This music video reflects Olivia’s artistic identity as well as her evolution as an upcoming pop artist as well as showcasing her willingness to explore darker, more complex themes.  

The video channels raw and intense emotions like anger, jealousy, and frustration which is needed when exploring the idea of a partner who has moved on far too quickly. The pure anger in this video shows us how personal this song is to Olivia and proves the authenticity of the song – she is singing straight from the heart.

Olivia is constantly placed in a number of chaotic settings like setting a house on fire while wearing a seemingly innocent and sweet outfit. Her sweet personality is contrasted to the almost criminal scenes she is placed in.  

The video feels explosive, as if she has been holding back from saying and doing all these things and has finally snapped and gave in to her desire to destruct and hurt someone who has hurt her. 

The video has a 2000’s feel to it, with VHS style cameras and the outfits, all of which create a horror-like feeling to the video. It becomes unsettling as we slowly see her become more angry/ seeking revenge. 

Text 2, Olivia Rodrigo’s Website 

Her website is bright and full of stars which has became a signature for her as an artist. Fans will draw stars on their hands and face when attending Olivia Rodrigo events, further linking the ‘star’ logo to her artist persona. The page has a lot of purple which is also associated to her since her previous two albums were both different shades of purple. The page feels chaotic but really it’s organised, just very well decorated and designed in a fun way. 

This home page also promotes merchandise from her current GUTS World Tour that is available online for fans who couldn’t make it to the tour. It also promotes her GUTS World Tour short film that was created to include those fans who didn’t get tickets. The film is great for promotion as well as solidifying her status as a successful pop artist with the budget to create a film.  

The home page also acknowledges her fans who she calls ‘livies’ which creates a personal feel and a community is being established by this. Her calling her fans ‘livies’ makes them feel recognised and cared for by her personally. 

Olivia’s website also has a charity page where fans can donate to a charity that protects women in Europe against violence. The page has a paragraph describing what the charity fights against, accompanied by a photo of Olivia looking sincere and serious, making eye contact with us. Not many artist pages have charity pages/ links which represents Olivia in a more authentic and caring artist/ socially aware and not shadowed by her success. I find this really interesting as it shows Olivia’s morals and gives us more of an in depth idea of who she is as a person and what she stands for rather than who she is as an artist.  

Website can be accessed by clicking this

-Chelsea Horton