The fourth in Disney's "Descendents" franchise of films, "Descendents: The Rise of Red" is a musical fantasy film focused on Red, the daughter of the Queen of Hearts of "Alice in Wonderland" fame, as she causes waves at Auradon Prep. When the Queen of Hearts incites a coup against Auradon, Red must team up with Cinderella's perfectionist daughter Chloe as they travel back in time to try to undo the traumatic event that set the young Queen of Hearts down her villainous path.
Ahead of the film's release on Disney+, Disney Branded Television looked to excite fans, drive tune-in, and demonstrate exactly what kind of character Red is—all while capturing the musical allure of the "Descendants" franchise.
As part of the leadup to the film's release on Disney+, Disney released a music video featuring an updated version of the fan-favorite "Descendents 2" song "What's My Name," introducing Red to fans in a mischievous, fun, and high-energy way. Showcasing the musical talents of Uma and Red, played by China Anne McClain and Kylie Cantrall, the video brings viewers into Red's world with the familiar and beloved song, while giving it a whole new meaning at the same time. The music video's red, black, and white visuals enhance the focus on Red, the fairy-tale-made-modern aesthetic, and the dark pop atmosphere of the setting.
Music is a central part of the "Descendants" franchise, and through the music video, Disney Branded Television perfectly encapsulated everything viewers need to know about the film while delivering a fresh jam for longtime fans. With the music video, Disney captured the attention of "Descendents" fans as well as new viewers and those who enjoy teen comedies and dramas, while playing with Disney fans' expectations and familiarity with beloved characters and well-known locales. The video works to show exactly what viewers can expect from "The Rise of Red," whether they're new to the series or have been with it from the beginning.
Disney Branded Television saw major success from "What's My Name - Red Version." The music video made a big splash on YouTube, where it has garnered 24 million views.
The video helped "Descendants: The Rise of Red" to draw 6.7 million viewers in its first three days on Disney+, and to go on to gather 33 million views over 12 weeks. It was the fifth-most streamed piece of content during the week of its release, according to Nielsen.
