Thank U, Past: Ariana Grande’s Nostalgic Connections
Published on September 24, 2019, at 9:01 a.m.
by Louise Margeson.
It’s not uncommon in the entertainment industry for childhood stars to dwindle from the public eye as they outgrow their Disney Channel, Nickelodeon or other personas. Ariana Grande is not one of them. Over the past few years, Grande has solidified her position as one of Hollywood’s most iconic performers, even receiving Billboard’s prestigious “Woman of the Year” award in 2018 (Billboard).
The pop star’s rise to fame is not just a result of luck or good timing. Grande embodies something rare in the entertainment industry: authenticity. She knows her brand and understands how to connect with her fans in a way that feels genuine. Grande’s music video for her record-breaking single “Thank U, Next” is the most noteworthy example of an artist maintaining her brand while increasing engagement among fans.
The video, which has 422 million views on YouTube as of Sept. 15, 2019, is one of the top music videos from the last decade. Not only is the video representative of who Grande is as an artist, but it is also rooted in one of the most powerful forces in American culture today: nostalgia.
“Thank U, Next” incorporates characters from some of the most iconic films of the early 2000s — including “Bring It On,” “Mean Girls,” “Legally Blonde” and “13 Going on 30” — and it is no coincidence that all of these films feature a strong female lead facing some type of adversity. By using nostalgia to elicit emotions, Grande creates a relatable experience for her viewers. The song itself redefines the modern break-up song by highlighting gratitude rather than pain.
“It was a rare moment on set, where every extra, every PA, every person on that set could feel we were creating something really special,” said Hannah Lux Davis, the director of “Thank U, Next,” while guest-starring on The Skinny Confidential podcast.
Although it has been nine months since “Thank U, Next” debuted, Grande’s strategic use of nostalgia remains a driving factor in boosting the star’s personal brand. On Sept. 12, 2019, the music video for her new single “Don’t Call Me Angel” premiered to promote the upcoming release of “Charlie’s Angels,” a revamped version of the original film from 2000. The video, featuring Miley Cyrus and Lana Del Rey, already has 40 million views and is trending at No. 2 on YouTube.
Unlike many childhood stars, Grande’s career success only appears to be growing with age. Vocals aside, the pop star continues to solidify her place among Hollywood’s A-Listers through her personal branding and consistent authenticity.
