Sabrina Carpenter - Music Marketing

Sabrina Carpenter is an American singer/ songwriter as well as an actress. Her career began in entertainment from a young age and later transitioned to a successful music career. She grew up showing interest in performing as seen in her early singing videos (which she started posting as young as 10 years old). She landed her break-out role as ‘Maya Hart’ in the Disney Channel series “Girl Meets World”. She also made guest appearances on Law & Order: SVU. She later was signed with Hollywood Records which launched her music career. 

Her first album release was ‘Eyes Wide Open’ (2015) which guaranteed her status as a rising pop artist. Albums that followed such as: EVOLution (2016), Singular: Act I and Singular: Act II showed her evolution as an artist as she leaned into more mature pop sounds and themes. In 2021, she signed with Island Records which gave her more creative freedom.  

Recently, she released ‘emails i can’t send’ (2022) featuring the hit single ‘Nonsense’, her career took a turning point (a good turning point) at this time. In 2024 and 2025, she reached new levels of popularity with her hit singles ‘Espresso’ and ‘Please Please Please’.  

Text 1, Feather Music Video 

This music video blends her clever, dark humour with feminine empowerment. Sabrina is represented as a seemingly sweet, stylish girl who turns the tables on toxic men – literally leading to their downfalls. For example, a group of catcalling men get killed in a car crash; another group of people are fighting over her at a gym which results in all of them killing each other. The over-the-top violence has a campy horror kind of aesthetic, but it also showcases her wit and flair for dramatics. 

The mise-en-scene of the church adds to the narrative as the men who upset her/ get in her way are all killed off. Showing up to the church as the introduction already introduces the theme of death, a subtle foreshadow of what is to come further on in the video. However, this video did cause anger as she is 'exploiting Christianity/ religion' and possibly showing disrespect in the church through her actions and the decorations they took inside of the church to add to her pastel, sweet reputation. Her outfit was also criticised and described as inappropriate to be worn in a religious setting.

Sabrina uses satire and violence to make a comment on gender dynamics, showing she is not afraid/ hesitating to use humour while making a powerful and lasting statement. 

The visuals are soft pinks/ pastels with 2000's inspired outfits and ultra-feminine styling which is a stark contrast to the violence taking place around her throughout the video. This video embodies her signature blend of sweet visuals and confidence – embracing femininity actively. Pop music videos commonly have something to say/ make a comment on social issues, this video uses the pop aesthetic to create a visual revenge fantasy, keeping it tongue-in-cheek.  

Text 2, Sabrina Carpenter’s Website 

The home page of Sabrina’s website is quite personal, it is mimicking a handwritten letter, promoting her new album ‘Man’s Best Friend’. Since this will be her most recent release, she is putting all the attention onto it, so the first thing you see is new, upcoming music.  

The clicker is also customised as a logo so when you move your mouse, it displays the logo for her new era. A lot of thought has been put into the home page to reflect the overall feel of her new era/ album.  

The date at the top of the letter changes everyday to match the day you are viewing it so it feels current, as if the letter is being re-written everyday and keeps the announcement relevant to the time it is being read. 

There is also a signature at the bottom of the screen, adding to the personal feel of the home page, as if this letter is directed to us reading straight from Sabrina herself. 

The music page only contains her most recent song as well as her upcoming release. This is unique to artists websites as usually the music page would be flooded with links to previous releases as well as previous music videos no matter how long ago they were released. The fact she has only decided to show two pieces of music (one not even being avaialble yet) shows that she is feeling secure in her career. She doesn’t feel the need to promote previous music videos – she trusts her fans will just find them their selves or at least have seen/ been aware of them before. She is showing confidence in the future of her career and this next step, giving it all this attention makes us feel trust in that too and builds collective excitement toward the new era.

The website was re-designed purposely to promote only her new music, and since her boom of popularity in 2024 was based off her success of 'Short 'n' Sweet', it is clear she is trying to brush past that era and perhaps create a new image for herself - or maybe she is feeding off the old one and creating a more dramatic and lasting impression of herself for the future of her career and reputation.

Website can be accessed by clicking this