Remaining in touch with society, while reality is out of reach; an active paradox playing out daily in a world that is hyper attached to the internet. “Mainstream”, Gia Coppola’s newest film, tells the story of a group of three young LA adults who grapple with their sense of self as they break into the world of YouTube fame.
The film first focuses on the uninspired Frankie (Maya Hawke), who drops out of school when she decides she wants to pursue the arts. Unmotivated, still trying to find her artistic calling, Frankie spends her days experimenting with video. She roams the Hollywood streets recording passerby’s, editing her videos with commentary, and uploading them onto YouTube. It is only when she posts a video of a stranger ranting on the streets in a full animal costume that she begins to build any kind of viewership. When the animated anonymous character in her video ends up going semi-viral he becomes her muse. Shedding himself from the animal costume, Link (Andrew Garfield) agrees to work with Frankie after she admits that she not only wants to create art, but that she’s also seeking “affirmation from faceless strangers”. The two embark on a creative mission, seeking some kind of personifying edge to the character they are aiming to create. Enlisting her co-worker Jake (Nat Wolff) as their team’s skit writer, the three begin to make satire videos of typical famous Hollywood youth. After their first video goes completely viral, Link’s character attracts a whole fan base of his own. As the group’s videos continue to be a success, they are approached by a manager who advises them to go from creating fun filled conscious videos, to going commercial to monetize off their viewership. Adopting the stage-name “No One Special”, Link becomes an enigmatic anti-tech icon who preaches the importance of remaining true to ones self rather than being engulfed by the ego centred online world. As his viewership increases, Link becomes entangled in the vanity filled online society he makes a living warning others of. As Link loses his creative direction he threatens the balance of his team, putting a wedge between Frankie and Jake. Without the team’s focus, Link begins to spiral in his fame, stepping closer towards the cancel culture who patiently wait to ravish the buzz worthy.
The story of “Mainstream” itself is not one that will provoke any kind of revelation about the digital world. Rather it is a satire, a cautionary tale pointing out the obvious controversy surrounding both celebrity culture and online addiction. What makes “Mainstream” a worthwhile and enjoyable watch is its sprinkling of odes to internet and YouTube culture. There are filters and effects added into scenes throughout the film that have been used in countless viral videos since the late 2000’s. Coppola’s choice to alter the speed of characters movements to show emphasis on emotion, or to heighten comedic value, is an emulation of the classic YouTube editing style; there is even mimicry of amateur video editing throughout the beginning of the film where there are frame glitches and poor scene transitions that work as a playful wink to internet video creators. The film also has appearances from online sensations like JuanPa Zurita, Jake Paul, and Patrick Starrr— making the rise of No One Special into the YouTube world more realistic.
What may be most engrossing about the film is the heightened awareness of inevitable digital downfall presented through the films score. Devonté Hynes, who previously worked with Coppola on her directorial depute “Palo Alto” in 2013, is the mind behind “Mainstream”’s soundtrack and score. The production mixes ambience with moments of glitched in doom; using electronic synths layered with tranquil classical instrumentals, Hynes matches and intensifies the film’s theme of an over powering tech world infiltrating all aspects of our society.
The time of release for Gia Coppola’s newest film could not be more timely. In recent months celebrity YouTubers have been under fire from audiences, peers and news outlets for taking advantage of their newly found privilege and status. Similar to “Mainstream” lead character Link, these YouTube personalities quickly accumulated millions of followers and views on their online pages, seemingly becoming internet royalty over night, only to have their stardom threatened by their insidious actions.
From sexual misconduct allegations, use of racist imagery and language in videos, to recording people and posting the content without their consent, these YouTubers not only lost hundreds of thousands of followers, but also had their sponsorships stripped from them as their ties would be damaging to the morals of their partnered companies.
From their original mass followings, millions of dedicated fans remained tuned in regardless of hashtags calling for their cancellation. These semi-famous individuals continue to have people sharing and liking their posts, and even defending their actions, regardless of their long winded apology videos seeming insincere and scripted. The relationship between the viewer and the content creator has become something of unmatched unrequited intimacy.
“Mainstream”s No One Special is an example of the problematic idolization of celebrities, while also displaying how todays internet society is incapable of being critical of someones actions without perpetuating their relevancy. Like in many devout fan bases of artists and celebrities in the age of the internet, it is next to impossible to completely tear away the contrived sense of loyalty between the viewer and the creator. Though the integrity of a creator can be diminished, with the right lighting, spectacle and PR team, their actions can be justified, and their livelihoods can be saved through the protective mask that is a screen.
Available On Demand.
Score: C+
© 2021. UniversalCinema Mag.