Generic Research: Textual Analysis 2 (Website)

As mentioned before when analysing MILCK's music video Quiet, she is an advocate for Women's Rights and her claim to fame came from the 2017 Women's March where a video of her and friends singing an acapella song of quiet went viral. Her website reflects the values she has and shows her using her platform to bring awareness to sexual assault as with the hashtag #ICan'tKeepQuiet.

Textual Analysis of MILCK's Website from daisyq2

As a small brand in of itself, MILCK uses her website in order to engage the audience by using certain aesthetics and interesting techniques to engage her audience and make them feel a part of both her music and her values.

- As soon as you enter the site, you are met with a prompt to join the Gentle Rebel, an intertextual reference to the book, presents the idea of protesting without hurting anybody
- The way that this is advertised makes it seem like a very personal relationship with the artist is what the audience is looking for with the fact that you receive handwritten emails from MILCK herself allow the audience to build this interpersonal relationship with her.

- When you click on each individual album/EP that MILCK has on her website you are greeted with one of the videos from it along with an explanation as for her inspiration and reasons behind making it, allows audiences a closer look into their idols life and this makes the singer feel a lot more human, knowing that she struggles with love and family just like anyone else.

- As well as this, when you read more about each album, the cube at the top of the screen changes, depending on which album you're viewing, an interesting Easter Egg which creates an aesthetic.

- This cube grows flowers suggesting that MILCK as a person is growing and blooming and finally becoming her true beautiful self.

- When looked at from bottom to top, the cubes tell a story of heartbreak circling back round to finally being able to heal, which is anchored by MILCK's explanations for her songs.

- The static in the cube for this song creates a sense of uncertainty and trying to block out everything in favour of calm and serenity. Although she sings about being strong, she is still uncertain as to where this may lead her.

- The rising water in this cube symbolises the fact that, due to her breakup, she feels like she is growing, surrounded by this rising water and is unsure how to get out

- At the bottom of the page, there is a section for tour date which, obviously due to COVID-19, is empty, despite her having released an EP this year
- There is also another part advertising the email updates and this is again trying to encourage the audience to take part actively

- When you click on the Get It Now button beneath the album cover, it takes you to another tab where you can choose which program you wish to listen to the music on. This allows for a wider audience and for people who may not be able to access Apple Music due to the paywall, can access it for free on YouTube.

- The shop is generally pretty conventional with both music and clothing for sale branded with MILCK's aesthetic such as the gold and black as well as her hashtag #ICan'tKeepQuiet

- Something a little more unconventional however is the fact that, with pre-ordered items, you receive a personal note from the artist. This personal touch allows the audience to feel more connected with MILCK and creates a relationship between artist and consumer.
- This idea is also only likely possible because she has a smaller fanbase than some other, bigger singers. Because of this, she can afford to send personal messages to people and doesn't take much out of her time

- An idea of brand identity is created through the use of the banner across all social media (which are automatically utilising cross-media convergence) and let the audience know that they're on the right account.

- MILCK's Twitter is obviously up-to-date as she posts about the George Floyd situation as well as the rioting taking place in America at the moment.
- Is an active member of social media which lets her audience engage with her more, strengthening a personal relationship

- Her Instagram has also been updated recently with self-care for activists and she is, therefore, targeting her audience who are likely to be culturally aware young people, likely to take parts in movements like this

- As previously mentioned, MILCK set up a hashtag #ICan'tKeepQuiet which is a movement against rape and sexual assault, where women can join and share stories and help one another in the journey of recovery and self-healing.
- The website's colours are light and calm, creating a gentle atmosphere and the use of pink genders the site as it is targetted towards women.