Midnight Hag’s
PASSENGER PRINCESS
Branding
This 12-song album explores the ideas of crushes in the age of dating apps; working a conventional 9-5 job as a neurodivergent creative; learning what’s best for you and letting go of things that aren’t working anymore. It ruminates on unrequited love, grieves people and experiences who have come and gone, cherishes important friendships and support, and implores us all to stick together in times when the chaos grows strong, and the mess takes over.
The Artist
Midnight Hag as a concept is elusive and mysterious, while exhibiting an authentic sense of community and collaboration. It is the idea of an idea on the outskirts of an epiphany. It is playful and kind and completely its own, and somehow still on the precipice of greater understanding between the artist and the industry. The music is light and serious at the same time, representing the cacophony of life as we know it. Everything is ebbs and flows.
DIY yet polished, independent yet collaborative, playful and always curious.
The Sound
Midnight Hag is a local performer, producer and singer from Salinas, CA. Their vulnerable lyrics paired with atmospheric, pop-influenced production and the soft build to a more powerful vocal creates a sense of warmth, both tonally and metaphorically speaking. Like a warm wave of water washing over you, beckoning you deeper and deeper into the sea. They experiment with janky sounds, samples and textures to round out the backing track, be it an eclectic amalgamation of an upbeat pop/dance song, or borderline ambient.
Mission: show that anyone anywhere can make art, and you can find the people who want to celebrate it, even if they are notoriously as mysterious and elusive as you are.
Goal: create local chatter about the emerging artist, Midnight Hag, through social media content, recorded tracks, and DIY shows.
Purpose: Let creation beget creation.
The Mission
The Midnight Hag brand exudes the complexities of living. How no feeling is bad until you can’t find a way out of the mood. How we have nothing but each other, and ourselves. This brand emits the idea that we are each our own little universes, walking around, sometimes pulling or being pulled into another’s orbit.
The Pathos
AUDIENCE
AUDIENCE
Ideal consumer is between the ages of 16 and 30, all genders, but particularly women and gender queer individuals. Think Millennial and Gen Z at its finest.
The audience is composed of working class individuals and groups whose jobs will range from the 9-5, to multiple part time jobs.
They are most likely single or dating, not married.
Hobbies and interests include: nightlife, dancing, music (hyperpop, experimental pop, dance pop, SADPOP).
Likes artists like: charli xcx, a.g. cook, Kim Petras, Roy Blair, Mura Masa etc.
Has been cooped up inside for 2 years of their young adult lives and ready to party.
Lived in collective isolation with very real fears of being unable to succeed in a world that wasn’t built by, or for us.
