Maddy Barnham came to us with her debut single, Middle Child, and we were captivated by the demos vulnerable sound and familiarity. Working with a debut Single is a privilege as we help the artist craft a campaign that will build a strong foundation for their career.
Single artwork for "Middle Child"
We landed on this cover for Maddy Barnham’s debut Single, Middle Child, beause we felt it would reflect the song’s themes of isolation, identity, and emotional liminality. The black-and-white aesthetic enhances the raw emotion while evoking nostalgia and the feeling of being caught between extremes. Framed by curtains, Maddy appears both visible and overlooked, mirroring the middle child experience. The contrast of light and shadow heightens the sense of confinement and internal struggle, while her downcast expression conveys introspection and vulnerability. This carefully crafted visual ensures the cover stands as a striking representation of the song’s emotional core.
Maddy Barnham came with a clear vision, to balance her sense of business and proper attire with her messy creativity. In the music video, Maddy starts seated at a desk, physically separated from the viewer, foreshadowing the song’s sense of isolation. As she moves through the space, she interacts with the carefully constructed sets while two identical-looking girls contrast her in both complexion and attire. The two remain perfectly in sync, emphasizing Maddy’s sense of difference. Throughout the video, she sings directly to the camera, barely acknowledging the girls beside her. In the final moments, rather than engaging seriously with the artificial world around her, she walks straight through it, breaking the illusion of the set and lets loose.
Social Stats: During the Campaign
"Working with Amino Swiss was amazing. I’ve always wanted to release my first song with quality that it deserves and struggled to find people to work with that understood the creative vision. I found Amino Swiss and it had all of it. Lexee was amazing to work with. Everyone apart of the project worked so hard on bringing the visuals for my first song to life. Everyone was so fun and kind I couldn’t be more grateful. My favourite part was working on set for my first music video. Everything fell together smoothly."
Music Video: Behind The Scenes
Music Video: Behind The Scenes
For Maddy's campaign, is was important to us to display and represent her down to earth personality so that she was able to build a relationship with her new audience. It was also important that she aesthetically felt consistent with her brand across the different pieces of content.
For Maddy, lyrics and poetry are a huge part of her artistry, and so an interview talking about herself wouldn't have done her justice, so we opted for something more aligned to her, a lyrics breakdown video. This song is incredibly honest, raw and vulnerable, and we felt this was the best way to showcase her artistry.
It was a pleasure to be apart of Maddy's first official step into the music industry and assisting her with her branding, music video and its campaign. We are thrilled with her results and it is clear that the campaign helped to attract her now growing and loyal fanbase. Her numbers don't lie and what a debut it was.