Research Project (JG) PDF

Unraveling Conan Gray’s “Heather” A Deep Dive into the Song’s Impact, Marketing and Societal Values PPT Presentation by Jacob Gruber 3RD HR AP English Lang. 01/24/2025 What is “Heather”? “Heather” is a song by Conan Gray from his debut album Kid Krow (2020). It is a melanc...

Unraveling Conan Gray’s “Heather” A Deep Dive into the Song’s Impact, Marketing and Societal Values PPT Presentation by Jacob Gruber 3RD HR AP English Lang. 01/24/2025 What is “Heather”? “Heather” is a song by Conan Gray from his debut album Kid Krow (2020). It is a melancholic pop ballad that tells the story of unrequited love, jealousy, and self- reflection. (neonmusic.co.uk) The song captures relatable feelings of insecurity and longing, centered around a specific person—Heather—who symbolizes perfection in the eyes of the narrator. (neonmusic.co.uk) It gained widespread popularity for its raw vulnerability and relatability, resonating with listeners across the globe. Who Listens to “Heather”? Conan Gray's "Heather" resonates deeply with young adults and teenagers, particularly those grappling with love, self-doubt, and identity. The song's exploration of unrequited love and the complexities of navigating emotions strikes a chord with this demographic, who are often experiencing these feelings for the first time. Additionally, Gray's openness about his own identity as a member of the LGBTQIA+ community adds another layer of relatability for listeners who may identify with similar experiences. This connection is further amplified by the song's prevalence on social media platforms like TikTok, where users share personal stories and connect over shared experiences, solidifying "Heather" as an anthem for Gen Z, a generation that values authenticity and emotional vulnerability. (onestowatch.com) For example, the #HeatherChallenge on TikTok saw users creating videos expressing their own feelings of unrequited love, highlighting the song's ability to foster a sense of community and shared understanding among young people. Furthermore, Conan Gray's Spotify and YouTube analytics demonstrate that the majority of his listeners fall within the 18-24 age range, further solidifying the song's appeal to young adults. (onestowatch.com) Marketing “Heather” Tone and Diction: Emotional and vulnerable tone that appeals to the listener’s personal experiences. Lyrics are poetic and raw, creating a connection to the audience. Marketing Strategy: Initially promoted through Conan Gray’s existing fanbase and social media platforms. TikTok played a significant role in its viral spread, with fans using it for storytelling and memes. The song’s relatability and Conan’s personal anecdotes in interviews added authenticity, strengthening its appeal. Evolution of Marketing: Initially word-of-mouth and organic growth. Later, official lyric videos and live performances boosted its reach. Where Does the Money Go? Revenue Streams: Digital streams (Spotify, Apple Music, YouTube). Merchandise tied to Kid Krow, such as posters, shirts, and vinyl records. Live performances and tours featuring “Heather.” Spin-Offs: TikTok trends increased streams, generating ad revenue for Conan Gray and his label. Covers and remixes of “Heather” further contributed to its financial impact. Ethical Considerations: Unlike fast fashion brands (e.g., Shein), Gray’s marketing and financial practices appear ethical and based on genuine artistry. Influence on Young Adults "Heather" has a profound influence on young adults, both positive and potentially negative. On the positive side, the song encourages vulnerability and emotional honesty, allowing listeners to explore and express their feelings in a safe and relatable way. This can be particularly helpful for young people navigating the complexities of love and self-doubt, as it normalizes these experiences and provides a platform for open communication. Additionally, the song fosters a sense of community, especially among LGBTQIA+ youth, who may find solace in knowing they are not alone in their experiences. (rollingstones.com) However, it is crucial to acknowledge the potential negative influence the song could have on some listeners. The lyrics' focus on unrequited love and feelings of inadequacy could amplify feelings of insecurity or self-worth issues for some individuals. Therefore, it is essential to promote a balanced perspective, encouraging listeners to utilize the song as a tool for self-reflection and emotional processing while also emphasizing the importance of self-love and acceptance. (rollingstones.com) What Values Does “Heather” Represent? Core Values: Authenticity: The song’s raw emotions reflect society’s growing appreciation for honest storytelling. Vulnerability: Encourages open discussions about feelings and mental health. Inclusivity: Resonates with diverse audiences, particularly those in the LGBTQIA+ community. Cultural Reflection: Highlights the modern emphasis on emotional intelligence and self- “The thing about songwriting is there’s really no expression. cheatcodes and there’s no tricks. There’s no real ways to Reflects Gen Z’s desire for relatable and meaningful context. fake it and bypass the process of spending many many many years of your life trying to write songs.” – Conan Gray (www.sonical.ly) Why “Heather” Matters "Heather" has made a big cultural, emotional, and financial impact. Its catchy melody and relatable lyrics were highly praised, topping music charts and garnering millions of streams on platforms like Spotify, YouTube, and Apple Music. But more than that, "Heather" had become somewhat of an anthem for modern unrequited love and identity, finding resonance within the young adult and LGBTQIA+ communities. Its ability to connect with listeners on such a personal level underlines its cultural significance, really cementing its place as a defining song of this generation. Works Cited Harris, Alex. “Unravelling the Layers of Conan Gray’s Heather: A Deep Dive into the Lyrics and Their Resonance.” Neon Music, 4 Dec. 2023, neonmusic.co.uk/unravelling-the-layers-of-conan-grays-heather-a-deep-dive-into- the-lyrics-and-their-resonance. Mapaso, Patricia. “Deep Dive: How Conan Gray Writes His Songs.” Sonical.ly, 5 Oct. 2022, www.sonical.ly/blog-post/deep-dive-how-conan-gray-writes-his-songs. Mier, Tomás, and Tomás Mier. “How Conan Gray Became Pop’s Oversharing next Big Thing.” Rolling Stone, 17 June 2022, www.rollingstone.com/music/music- features/conan-gray-new-album-superache-heather-olivia-rodrigo-1366318/. Tauber, Lauryn. “Ones to Watch.” Ones to Watch, 2021, www.onestowatch.com/en/blog/conan-gray-leans-into-his-vulnerability-in-heather.