Updated: Oct 14, 2022
Alexa Cappelli writes intensely personal songs that speak to the heart of being young and learning to love. However, because her experiences resonated so deeply with her fans, she invited them to join her in her creative journey.
With her August 26th single “Temporary,” Cappelli explores the emotions behind breaking off a self-described “situationship,” and her message is resonating with her fans. She first teased the song back in March on TikTok and fans have been begging for its release ever since. Working with Fan to Band’s and mutuals Agency’s Jaime Bilotti, Cappelli created a fan-driven visualizer to complement the song’s release. In it, Cappelli sings in front of a white screen while fan write-ins answering the song’s central question “what’s love if it’s only temporary?” are projected onto her.
The video is reminiscent of The All-American Rejects’ “Dirty Little Secret” video where footage of the band performing is interspersed with postcards from the Postsecret project. However, the decision to use personal statements from Cappelli’s fans is what really sets the video apart. Some of the messages are hopeful (“still love”) while others are pessimistic (“a waste of time”). It is a message that speaks to both at once, seen also through comments on YouTube and TikTok. As for Cappelli, her take is more optimistic saying, “‘Temporary’ is a nostalgic song that makes the future of my love life seem less daunting, being proud of myself for knowing what I want and not settling for anything less. When I wrote ‘Temporary,’ I had finally processed my previous summer situationship and how I ended things. It was the song I needed to remind myself that I did the right thing by not trying to change them. I want the kind of love that doesn’t need convincing, the love that is sure on both sides of the street.”
The fan acknowledgement and inclusion was a fantastic move by both Cappelli and Bilotti. In an industry where fan engagement is an artist’s primary currency (both literally and figuratively), including fans in the music video process is a seamless way to highlight the community and make them feel included. Music at its most powerful is a connecting force, allowing listeners to commiserate in shared experiences. By having fan thoughts projected onto Cappelli, the visualizer is able to turn music into a dialogue rather than a monologue.
Were you a fan involved in the process? We’d love to hear about your experience! Leave us a comment below and tell us about it.
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