Whenever an artist becomes a household name so quickly, in retrospect it seems like it was inevitable. But every such success story needs a strategy, infrastructure, more than a little luck — and most of all, a team. Rodrigo’s rise — read more about that inThe 18-year-old “High School Musical: The Musical: The Series” star first began gaining outsized attention with the show’s breakthrough hit “All I Want.
Smith, who founded Camp Far West in July 2019 and signed Rodrigo soon after, wanted the singer to have as much autonomy over her career as possible — especially when choosing a label. “Olivia knew exactly what she wanted to do for the cover art and ‘Sour’ photoshoot,” says An, IGA’s EVP and head of visual creative. “Olivia provided direction on the set-ups she wanted, which included a bedroom and party gone wrong. It was important to her we got the mood of ‘Sour’ right, including a color palette we stuck with. For the album packaging, Olivia was going for a ‘zine’ feel.
“Gen Z is jaded by advertising and marketing: they’re looking for connection. There is nothing better as a music fan than feeling like you have a unique connection with your favorite artist,” Stubbs says. “We brainstormed ways to make all her fans feel like they were insiders by sending them secret messages from Olivia that the general public might miss.
Who was the mastermind behind the disaster that is the Sour merchandise
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