Crowds gathered in and around Sweet Jane clothing store yesterday to witness the filming of the first G-Girlz music video, “G-Girl Purze.”
A camera crew and about 60 extras spilled out onto Trigo Road for production of the video. The creation of their first music video follows their success online: The group touts almost 4 million plays on its MySpace page and 300,000 views of their videos on Youtube. G-Girlz manager and founder Lynda Robinson said she had always wanted to create a different kind of pop group.
“I did this national casting,” Robinson said. “I had this vision of putting three different girls together. I did a buzz on a MySpace as a test market – we have over 18,000 friends.”
The group is composed three girls from the Los Angeles area. Destinee, 14, Keana, 13, and Savannah, 13, were assembled from Robinson’s casting call and have become popular musical icons. According to Robinson, the girls serve as popular role models while donating a portion of their proceeds to charities like the Make a Wish Foundation and the Junior Diabetes Foundation. Robinson said that Destinee has achieved incredible success in her young performance career.
“She’s a strong dancer and has been acting since she was three,” Robinson said. “She launched the first biracial Barbie and the first African American doll for Playmate Toys.”
Videographer Alfredo Flores said that the group’s music is directed at young girls and focus on items he said young girls respond to, like purses and boys.
“It’s young girls – 5 to 15, that’s their main audience,” Flores said. “It’s very pop, very Disney-oriented for the young crowd. We use a catchy hook and simple lyrics about things that girls can relate to.”
Flores said while the performers are normal, fun-loving girls, they have a drive that has earned them their recent acclaim.
“They’re all sweet; they’re all fun girls, and they all really want this,” Flores said. “They want it bad.”
Sweet Jane closed down Saturday night for production setup, with filming beginning at 8 a.m. Sunday. Jon Zuber, producer of the music video and UCSB alum, said that he chose the location because he had always enjoyed the Isla Vista atmosphere.
“A long time ago, I went to UCSB,” Zuber said. “I lived in I.V. for 15 years. I knew the town, and I knew it was a chill place to work. I was walking down the street and I saw this store called Sweet Jane. It seemed like the right thing to do. It’s a great store. All the girls came in and were loving it, wanting to shop here.”
Sweet Jane owner Stella Termin said she believed that having her store in a popular music video will provide a hefty boost to business.
“It’s thrilling for me,” Termin said. “It’s going to be on YouTube. The director is Marty Thomas – he does a lot of work for MTV and he’s great to work with.”
Between creating positive role models for young girls and donating a portion of their proceeds to charity, Robinson said the goal of the group has always been to contribute to their community.
“The biggest thing is to give back,” Robinson said.