The artistic world of Melanie Martinez has taken a captivating leap into the cinematic realm, and it’s all thanks to the support of her label, Atlantic Records. In a spectacular directorial debut, Melanie unveiled “K-12” to an excited audience in Los Angeles on September 3rd, just before its worldwide one-night-only release on September 5th. This mesmerizing feature-length film was made possible by an investment ranging from $5 million to $6 million from Atlantic Records, showcasing their commitment to bringing Melanie’s creative vision to life.
“K-12” invites viewers on a journey into a fantastical realm through the eyes of Cry Baby, a character portrayed by Melanie Martinez herself. Set in a boarding school where magical students, malevolent adults, and celestial angels converge, the story not only paints a vibrant fantasy but also delves into real-world issues like bullying, gender inequality, and transphobia. The film’s intricate production design, led by Fernanda Guerrero, contributes to the kaleidoscopic backdrop against which the tale unfolds.
For Melanie, “K-12” is not just a visual spectacle; it’s a synchronized canvas for her forthcoming album of the same name. Each scene seamlessly intertwines with her songs, creating an immersive audio-visual experience that resonates deeply with her fans. Scenes like Martinez perched atop a colossal cake in “Strawberry Shortcake” and the creative depiction of “Orange Juice” demonstrate the film’s ability to bring her music to life in truly innovative ways.
Atlantic Records embraced Melanie’s vision wholeheartedly, with chairman and CEO Craig Kallman and chairman and COO Julie Greenwald stepping in as executive producers. Their unwavering support propelled the project forward, even as the investment grew from initial estimates. Melanie explains, “At first, they were like, ‘We can do $2 million.’ But as I was cutting down scenes, I realized there was only so much I could cut before compromising my vision and the story.”
Melanie’s creative journey doesn’t end with the film. She plans to integrate “K-12” into her upcoming tour, commencing on October 13th in Washington, D.C. Going beyond her art, Melanie is joining forces with Plus1, donating a dollar from each ticket sale to The Trevor Project, a non-profit focused on LGBTQ+ youth mental health.
Following the theater debut, fans can experience the full film on YouTube, Amazon, and iTunes from September 6th. Furthermore, Melanie is set to release premium music videos and a four-episode mini-series set in the “K-12” universe on YouTube. Her partnership with the platform continues with a behind-the-scenes documentary chronicling her directing journey and featuring interviews with the cast, costumers, choreographers, and herself, slated for release in January.
“K-12” is not just a film; it’s a testament to the collaborative power of art, music, and vision. Melanie Martinez’s multidimensional approach has transformed her album into a cinematic masterpiece, inviting audiences to explore a realm where fantasy and reality coalesce, all thanks to the creative support of Atlantic Records.
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