Introduction

The hosts explore the evolution and marketing techniques of the sad girl archetype in influencer culture, referencing a TikTok video by Maie and discussing why this archetype resonates with Gen Z.

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Episode notes

In this week's episode, we dive into the evolution of the 'sad girl' archetype from music and art to influencer culture. We first cover what 'sad girl' means, which celebrities have become successful from presenting this way, and why it could be considered controversial. We finish by looking at how 'sad girl' has evolved with influencer culture with the likes of creators like Emma Chamberlain and Madeline Argy, and why we think this archetype resonates so much with Gen Z.

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Timestamps:

1:50 What is 'sad girl'?

6:30 How 'sad girl' is manifesting in influencer culture

9:20 TikTok creator Mayi goes viral for 'sad girl' video & user feedback

24:30 Why 'sad girl' can be controversial

37:45 'Sad girl' archetype history