Emerging Artists Find Mainstream Success Amidst Changing Pop Landscape

In a notable shift within the music industry, artists who have long operated in the realm of moderate popularity are now experiencing unexpected mainstream success. Among them is Roan, celebrated for her queer-themed music and drag-inspired aesthetic. Once categorized as part of pop music's "middle class," these artists have cultivated dedicated online fan bases, yet have struggled to achieve A-list status. Industry experts, like Mandelbaum, highlight that even the most popular contemporary artists, such as Billie Eilish and SZA, often produce music that remains unfamiliar to the general public. Live performances have emerged as a crucial factor in building communities around these artists, according to Morgan Milardo, managing and artistic director of the Berklee Popular Music Institute. She notes that the recent surge in Roan's album, which has climbed into the Billboard 200's top 10, is indicative of this trend. Milardo emphasizes the unprecedented impact of festival performances on an artist's growth, with metrics and streaming data reflecting significant increases following such events. Carpenter's rise to the top of the Billboard Hot 100 with her hit "Please Please Please" further exemplifies this phenomenon, as she gained popularity after opening for Taylor Swift and performing at major festivals alongside Roan. Charli XCX also achieved her highest-charting album with "Brat," showcasing the demand for unique and idiosyncratic musicians in today's pop landscape. Experts assert that the recent success of these artists is not solely reliant on traditional pop stardom rules. Instead, it revolves around connecting with a dedicated fan base and creating music that resonates deeply with them, particularly in the context of representation and identity within youth culture.