Orla Gartland is a 26-year-old singer-songwriter from Dublin, Ireland. She started by posting covers on YouTube before eventually showcasing her own talent for the craft and amassing an ever-growing fanbase with her channel achieving over 21 million views. Her alt-pop songs tend to deal with modern-day topics to the background sounds of guitars riffs and melodies.
Whilst she often plays the main roles or can be seen performing within her music video (which is typical of this genre), in the video for her song ‘Inevitable’ she only appears briefly acting as a music teacher, therefore, allowing the audience to focus more on the storytelling element of the video.
The footage was filmed predominantly by one of the actor’s themselves on an old camcorder. This not only holds connotations of ‘old family footage’ which adds another sense of ‘personality and connection between audience and the song itself but it also allows Gartland’s own emotions to be pushed to the foreground in her singing.
Her website is simply designed by harking back to a time when the internet was seemingly ‘simpler’ as shown by the use of older fashioned icons and labelling techniques (such as camel_case). This use of tech nostalgia helps target an audience of individuals who would’ve been familiar with these older software systems and who have consequently been brought into the more modern times of social media (and the pressure which comes along with it). Again, this ties in with the album’s exploration of modern media and how identities can be changed to ‘fit in’ with a global society.
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