Billie Eilish’s captivating music video for “Therefore I Am” is a visual feast, featuring the singer running wild and helping herself to snacks within the deserted hallways of the Glendale Galleria in Glendale, California. This iconic location, usually bustling with shoppers, was transformed into Eilish’s personal playground for a single, unforgettable night.
Deconstructing the “Therefore I Am” Aesthetic
The “Therefore I Am” music video, released in 2020, is more than just a catchy tune. It’s a statement. The seemingly spontaneous, guerrilla-style filming adds a layer of authenticity and rebellion that resonates with Eilish’s fanbase. The empty mall, devoid of people and echoing with the sounds of Eilish’s movements, becomes a powerful symbol of isolation and self-possession – themes prevalent throughout her discography.
The single-shot cinematography is a crucial element. The camera follows Eilish relentlessly as she navigates the deserted mall, grabbing pretzels, donuts, and even a soda, showcasing a carefree attitude and a rejection of conventional expectations. The lack of editing and special effects contributes to the raw, almost voyeuristic feel of the video, making the viewer feel like they are right there alongside Eilish, experiencing the deserted mall firsthand.
The decision to film in the Glendale Galleria was likely driven by a combination of factors, including its architectural aesthetic, its location near Eilish’s hometown, and its accessibility for filming. The mall’s wide hallways, high ceilings, and recognizable storefronts provide the perfect backdrop for Eilish’s energetic performance.
The Glendale Galleria: More Than Just a Location
The Glendale Galleria, a regional shopping center, is a well-known landmark in Southern California. It boasts a wide array of stores, restaurants, and entertainment options, making it a popular destination for shoppers from all walks of life. Before Eilish’s video, the mall was primarily known for its retail offerings. Now, it’s forever linked to one of the biggest pop stars in the world.
The impact of the “Therefore I Am” video on the Glendale Galleria’s image is undeniable. It has injected a dose of youthful energy and cultural relevance into the mall’s identity. While the video doesn’t explicitly promote the mall, it implicitly showcases its scale and design, attracting a new generation of potential visitors.
Frequently Asked Questions (FAQs)
1. Was the Glendale Galleria open during the filming of “Therefore I Am”?
No, the Glendale Galleria was completely closed to the public during the filming of the “Therefore I Am” music video. This allowed Eilish and her crew to have complete control over the environment and ensure safety.
2. How did Billie Eilish and her team get permission to film in the Glendale Galleria?
The process likely involved negotiations with the mall’s management company, Brookfield Properties Retail Group, securing permits, and adhering to strict safety protocols. Given Eilish’s popularity, it’s plausible that the mall saw the filming as a valuable promotional opportunity.
3. Was anyone else involved in the filming besides Billie Eilish and the camera operator?
While the video focuses almost exclusively on Billie Eilish, there was undoubtedly a small crew present, including a camera operator, sound technicians, lighting specialists, and security personnel, all working behind the scenes to ensure a smooth and safe shoot.
4. How long did it take to film the “Therefore I Am” music video?
The “Therefore I Am” music video was reportedly filmed in a single night. This contributes to the video’s raw and spontaneous feel.
5. Did Billie Eilish actually eat the food she grabbed in the video?
According to interviews and behind-the-scenes glimpses, yes, Billie Eilish did actually eat the food she grabbed in the video. This adds to the video’s authenticity and reinforces the idea that she was truly enjoying herself.
6. What brands were featured in the “Therefore I Am” video, and did they know beforehand?
Several brands were visible in the video, including Auntie Anne’s, Wetzel’s Pretzels, and a soda vendor. It’s unclear whether these brands were officially involved or if their presence was simply incidental. Some brands, however, likely capitalized on the exposure after the video’s release.
7. Did the Glendale Galleria experience an increase in visitors after the release of the “Therefore I Am” video?
While difficult to quantify precisely, it’s reasonable to assume that the “Therefore I Am” video generated increased interest in the Glendale Galleria, particularly among Eilish’s younger fans.
8. Are there any specific filming locations within the Glendale Galleria that are now considered “iconic” because of the video?
While the entire mall served as the backdrop, certain areas, such as the food court area where Eilish grabbed the pretzels and donuts, are particularly memorable and associated with the music video. These locations have become informal points of interest for fans visiting the mall.
9. Has the Glendale Galleria used the “Therefore I Am” video in any of its marketing campaigns?
While not explicitly featured in large-scale advertising campaigns, the mall likely acknowledges its connection to the video on its website and social media platforms, recognizing its cultural significance.
10. Was the filming of “Therefore I Am” impacted by COVID-19 restrictions at the time?
The video was filmed during the COVID-19 pandemic, which likely influenced the decision to film in a completely empty mall. The pandemic restrictions also likely required strict safety protocols for the cast and crew, including testing and social distancing.
11. What is the significance of the title “Therefore I Am” in relation to the music video’s setting?
The title, a philosophical reference to Descartes’ “Cogito, ergo sum” (“I think, therefore I am”), suggests a declaration of self-existence and individuality. In the context of the video, Eilish’s presence in the deserted mall can be interpreted as a statement of her independence and control, asserting her identity in a space typically defined by consumerism and social interaction.
12. Are there any behind-the-scenes documentaries or interviews that provide more insight into the making of the “Therefore I Am” music video?
Various interviews with Billie Eilish and the video’s director, coupled with behind-the-scenes footage available on YouTube and other platforms, offer valuable glimpses into the creative process and the challenges of filming the music video in the Glendale Galleria. These resources highlight the collaborative effort involved in bringing the vision to life.
The Enduring Legacy of a Deserted Mall
The “Therefore I Am” music video is more than just a promotional tool; it’s a piece of art. It captures a specific moment in time, reflecting the anxieties and aspirations of a generation navigating a rapidly changing world. The Glendale Galleria, once simply a shopping destination, is now inextricably linked to this cultural phenomenon, forever etched in the history of pop music and visual storytelling. The video continues to resonate with audiences worldwide, solidifying Billie Eilish’s position as a defining voice of her generation and transforming the Glendale Galleria into an unlikely, yet iconic, symbol of youthful rebellion and self-discovery.