We went behind the scenes with the artist-to-watch as she invited her fans to help cocreate a live-streamed performance of her latest single.
PAID FOR BY:
At 18 years old, most of us are still figuring out what we want to be when we grow up — it's pretty unlikely that we're landing a spot on Forbes's 30 Under 30 list or being nominated for coveted industry awards. Not so for Tate McRae. The Canadian singer/songwriter/dancer has both under her belt, not to mention more than three billion song streams, 700 million video views, a No. 1 Top 40 hit, and multiple No. 1 dance hits. NBD.
Before she heads out on her own 23-date North American headlining tour, the young artist debuted her collab with Set The Stage by Sony — a new brand campaign that empowers fans to cocreate content with their favorite artists — by live streaming a performance of her new single “she's all i wanna be." Before the virtual show, Sony called on fans to turn McRae’s song's lyrics into art, which would be transformed into the backdrop of her performance.
Streaming live from a studio in Los Angeles, McRae performed while fans tuned in to watch behind-the-scenes moments as well as the performance itself — fans were even able to decide on the clothes McRae would wear.
We had the opportunity to be part of the backstage action and talk to McRae about the once-in-a-lifetime experience.
POPSUGAR:
Tell us about this song. What does “she's all i wanna be" mean to you?
I found myself scrolling through social media and comparing myself to everyone and everything out there. The collective "she" represents that comparison, and “she's all i wanna be" is meant to empower my fans, and myself, to break out of that cycle.
Your fans were involved in this shoot — how did they help you bring the song to life?
Set The Stage is the first-ever live performance of “she’s all I wanna be," and that was a LOT of pressure! When performing, I always want to stay super real to myself and my fans, so having them contribute was the best way that I could have possibly done that. I want my fans to see their work and recognize the inspiration they bring me every day. This has been such a passion project for me, and what matters most is that I was able to work with the people who inspire me so much — my fans.
TATE MCRAE:
PS:
TM:
Did you have a mood board going into this shoot? Or a dream of what you'd want it to look like?
I am an observer. When I write, I grab emotion from my life and translate it into song. I love that for this shoot, my fans played such a huge role in setting the scene. They observed my music and translated it into art. I would say that in Set The Stage, the mood board was my fans!
PS:
TM:
EDITOR Aviel Kanter
PHOTOGRAPHY Matthew Zach
ART DIRECTION Meg Konigsburg
PRODUCTION Cassie Doyle
PS:
TM:
Can you take us behind the scenes? Were there any fun backstage moments?
Set The Stage was such a cool and fun project — technically it was work, but it's not at all. While I filmed my last video on my phone, the BTS of this experience was all about the technology that brings my lyrics and music to life. I loved playing with Sony's aibo robotic dog in between rehearsals and listening to the final performance of “she's all i wanna be."
PS:
TM:
PS:
TM:
Did you have a mood board going into this shoot? Or a dream of what you'd want it to look like?
I am an observer. When I write, I grab emotion from my life and translate it into song. I love that for this shoot, my fans played such a huge role in setting the scene. They observed my music and translated it into art. I would say that in Set The Stage, the mood board was my fans!
How did the fan art that was included speak to you?
I mean, I knew my fans were cool, but wow! It brought to life a whole new identity to the people who inspire me every day. They aren't just fans, they are creators, and I am so excited that we got the chance to create together.
PS:
TM:
PS:
TM:
Tell us about makeup and wardrobe!
Just like my music, I find makeup to be a form of expression — a way to bring each song to life. I wanted to show confidence in my look and think that my team did a great job at doing so. [For wardrobe], I love that my fans decided! I gave them two options — it was their choice. Another great example of cocreation with Set The Stage.
Can you take us behind the scenes? Were there any fun backstage moments?
Set The Stage was such a cool and fun project — technically it was work, but it's not at all. While I filmed my last video on my phone, the BTS of this experience was all about the technology that brings my lyrics and music to life. I loved playing with Sony's aibo robotic dog in between rehearsals and listening to the final performance of “she's all i wanna be."
PS:
TM:
PS:
TM:
WATCH THE PERFORMANCE