NYC indie pop singer Giselle premieres the striking music video for her acclaimed hit, ‘Fuck’em. Brand’em. Leave’em.’ directed by Meghan Ianiro. The song, produced by Adam Tilzer and featuring Avon Junkies, instantly captured listeners’ attention with the release of Giselle’s first full-length mixtape Not Ready To Grow Up this past November.
Beyond a catchy rhythm and an aggressive beat, the lyrics tell a dark, honest story of misguided advice Giselle had received from an adult when she was just a young child—a jarring, yet sobering moment that Giselle vividly recalls. The video alternates between scenes set in Giselle’s youth, and scenes of Giselle reflecting upon how appalling the advice given to her, in fact, was.
“This was a person I’d spent so much time with growing up. As I started to get older, I started noticing that he’d bring different women around all the time and my curiosity began to grow. ‘Why did they all have the same tattoos? Why were there so many of them?’ When I questioned it, he told me exactly what the song opens with: ‘I fuck’em, I brand’em, and then I leave’em.’ These women would literally get tattoos with his name or symbols dedicated to him and he treated them as if they were disposable,” Giselle explains. “Ironically, he thought he was trying to teach me a lesson… But the lesson I learned was much different.”
“Giselle and I spoke a lot about her childhood, and this particular moment, in preparation of filming the video, says director Meghan Ianiro. “I wanted to really highlight a stark contrast between childhood trust and innocence, and the harsh reality of growing up and seeing how dark the world can be sometimes, which is the very essence of Not Ready To Grow Up itself. The scene sequence of a young Giselle innocently being given a friendship bracelet, for example, while one of the objectified women is being given a diamond necklace, or the scene of her playing with two female dolls and one male doll, are moments that I wanted to capture in order to make the presence of those two distinct-but-coexisting realities palpable.”