Nobody's "Immaculate" - Gabi DeMartino premieres new Music Video
Today we all Join Gabi DeMartino with the premiere of her music video for "Immaculate". You may already be well acquainted with Gabi and her twin sister Niki, from their shared youtube channel (Niki and Gabi) also known as "Opposite Twins", where the two post a wide variety of content that has earned them close to 10 million subscribers since its 2012 inception.
Gabi's a long-time friend of the amazing Ariana Grande, and she had a cameo on Ariana's "Thank U, Next" music video a while back. Her personal vlog channel, "Fancy Vlogs by Gabi" has a little over 3 million subs, speaking to the hugely influential reach of her brand as well as the loyalty of her fans.
Both photos by Charles Craig
Gabi is more than ready to show the world she's more than just a wildly successful Youtuber, her musical ambitions have led her to release music by herself and alongside her sister in the past, and now, with "Immaculate" out, she gets ever closer to releasing her forthcoming debut album, one that has legions of her loyal youtube on the edge of their seat, and there's no doubt many new ones will come to the fold of Gabi's vision once they catch this music video. Her multi-disciplinary career has made her an entrepreneur, and her solo music career will explore her talents as a singer, songwriter, and producer. Recently, Gabi opened for German DJ and EDM icon Zedd on the stage of Musikfest.
Preceded by two amazing solo releases called “Champagne Dreams” and “Pretty Little Mind” in 2020, now comes "Immaculate" as a reflection upon the pitfalls and pressures that come with her role as an entertainer for the modern age. It's not just glitz and glamour, as it seems at first glance from the videos, because there's a ton of work that goes on behind the camera into making content while also juggling The business aspect and her musical pursuits. All of this work is constantly being deeply scrutinized by fans and the media, the pressure is constant, every next step could be a controversy or a viral hit, and every little thing may be taken the wrong way, this is why there's always an expectation that she always has to comport herself in an "Immaculate" way.
The video takes a strong gothic fairy tale aesthetic that plays upon one of the first lines in the song "[...] make you an antagonist/of a made-up story with made-up truths...".The lyrics continue to deliver on topics that touch on mob mentality, cancel culture, and how it all takes a toll on the mental health of everyone involved, this last aspect is something that preoccupies Gabi quite a lot, as an advocate for mental health awareness she launched a fundraiser to benefit NAMI: The National Alliance on Mental Illness.
MEET THE AUTHOR
Samuel Aponte is Venezuelan-born raised and based.
I joined Rival Magazine after a few years of doing PR work for independent musicians of all stripes; understanding their struggles to be heard in a sea of constant ADHD noise and paywalled access to platforms, I now bring a willingness to always appreciate and encourage the effort and creativity that artists put into their work . Can also find some of my writings on LADYGUNN and We Found New Music.