Meg Moore didn’t plan on becoming a social-media manager, or a concert photographer. Or travelling the world with a rock group. But that’s now what she does full-time with the Beaches, the Juno-award winning, recent Polaris Prize shortlisted Canadian band.
The 26-year-old Minnesotan-born, Toronto-based artist and photographer says she fell into this job. Moore met the Beaches through overlapping social circles and they liked her photography. When the band was dropped from Universal Music Canada in 2022, they decided to go independent and asked Moore to be their content creator.
Moore joined the band’s team on the cusp of their breakthrough. Last summer, a video clip of lead singer Jordan Miller recording Blame Brett from their forthcoming record, Blame My Ex, went viral and catapulted the band into a new notoriety. The song’s postbreakup frankness invigorated a new generation of younger listeners who saw themselves in it. Today, that video has more than three million views.
It was unimaginable for Moore that in a span of a year, she would experience new countries with the musicians who have become her best friends, be in Mick Jagger’s orbit, and see the Beaches’ fan base grow from one that was predominately male to a more inclusive community that reflects the identity of the band’s members, who are young and queer women.
The photographer’s work is more than just posting videos to TikTok or photos to Instagram. Although access to artists has changed as a result of social media, with fans taking their own photos and engaging with them online, Moore’s visuals document what fans can’t see: capturing scenes from the pit, backstage, on the road, or in their hotel, giving fans and followers a glimpse of the band’s new, unplanned journey.
Moore’s calendar for the rest of the year is pretty much booked as she continues touring with the Beaches. Despite her packed schedule, she spoke to The Globe and Mail about her work behind the camera and life on the road.
How did you get into photography? What was it about photography that you found special?
I was seven years old and said I wanted to be a photographer. I remember taking photos, even when I didn’t have a camera. I vividly remember looking at things and blinking, like I was taking the photo, and would look at the picture in my head.
How did you initially meet the Beaches?
Leandra [Earl, guitarist and keyboardist] and I followed each other [on Instagram] a few years ago. I reached out, saying, “Hey, if you ever want to do a photoshoot together, I would love that.” She said she’d love to do that, and the girls also like my [photography work]. We kept running into each other at events, and became good acquaintances.
Did you post the Blame Brett clip that went viral?
Leandra is technically the one who posted it because I was gone at the time. But I was [and am] posting everything. We had started to get traction on other [videos]. I was working with them for five months before they went viral. We were doing tiny tours in these terrible venues, [driving around] in sprinter vans. And then five months later, the song blows up. Just to be at that stage to where they are now feels like five years ago because so much has happened.
What was the band like in the months leading up to that viral moment and how have you seen them change?
I got to know them in the studio when they were working on things, which is nice because it’s an intimate space. We got to know each other pretty well pretty quickly. They’re the sweetest people, and extremely hard workers. I feel like I didn’t notice much of a change with them. They’ve stayed the same humble, wonderful people.
How do you think your role as the person documenting them contributes to the band’s next phase?
I take my job very seriously because I’m in control of how they’re being perceived by all of the internet. In the initial meeting, [I said] I think the best thing we can do is to let people see who you guys really are because you’re so charismatic and genuine. I think we need to let the audience into your life a little bit so they feel like they can get to know you because once they get to know you, they’re going to fall in love the way I have.
What do you think about the longevity of “going viral”? Are there any plans to change what you’re doing for momentum?
We’re in this in-between stage. Things have blown up but they’re still carrying around their own gear. They’re still grinding, you know? We feel like there could be this even bigger thing on the horizon. We’re in this little limbo state but so grateful [for] where we are.
What do you think is the role and legacy of tour photography? And what’s your part in it?
I view it as documenting history. Some of my favourite photos from tours are the behind-the-scenes photos. I love my show photos but you watch music documentaries and they show all the photos of whoever was on that tour taking photos, and I watched those and thought those could be my photos one day.
I saw online a fan in the crowd with a “Blame Meg Moon” sign [Meg Moon is Moore’s social-media pseudonym]. Do people recognize you?
Oh my gosh, I have so many fans! At the Red Rock, Colorado show, this gaggle of 15 girls came up to me asking how I ended up here on tour with this band.
How would you characterize your photography style now?
I’ve definitely changed my style since working with [the Beaches] to be in their world a little bit more. Before it was all superbright colours, superdreamy, which I still like to do, but I’ve enjoyed working with them. They push me and challenge me. Something that’s always been a core practice of mine is listening to your inner child and just letting yourself play.
The Beaches take a photo with the audience after playing a sold out show at Red Rocks Amphitheatre.
This interview has been edited and condensed.
