With the multitude of social media channels, massive platforms, brands, collaborations, and more at the disposal of artists, they're delivering creative campaigns to prepare their fans for the upcoming new music and have well deserved the successes these projects bring.
Olivia Rodrigo | The Guardian | Alexis Petridis
Olivia Rodrigo: GUTS
As the pop punk singer is embodying a new era for her artistry, finding maturity in her music & image, as well as pushing further away from her Disney stardom persona, Rodrigo has found security within the nostalgic sound of pop punk music but with a Gen Z twist. The entirety of the album reaps of inspiration from other icons, such as No Doubt, Avril Lavigne, and Rage Against The Machine for their individuality, breach across multiple genres, and angsty lyricism. From the heavy guitar to quirky ad libs, and loud expression, Olivia is bringing pop punk music to the new generations.
Her 2023 album, "GUTS" is the epitome of pop punk and pop rock music in all of the best ways. In tandem with the genres' body of work, such as its sound, themes, and heavy instrumentals, the artist touches on nostalgic 80s to early 2000s-specific elements. The sophomore album is the perfect contrast to her previous release "SOUR" without straying too far away and instead delivering a more elevated version to her artistry.
The themes attached to her most recent body of work revolve around the more old school pop punk while maintaining modern elements for her current audience. From the physical details, such as landlines, style, consistent monotone color palette, to the emotional side, such as the classic punk attitude, and heavy explicit details, she's reviving the genre on her own.
In preparation for the album, Rodrigo posted her own infomercial, reminiscent of ones we'd see in prior decades. In addition to marketing her album, spreading the word on the track list along with the official surprise songs, and pouring humor into its advertising, she's bringing all of us back to the pop punk roots from the 90s.
In addition to the beloved commercial, Rodrigo also hosted a virtual meet & greet with fans at Target where fans could purchase her new merch as well as be given the chance to chat with the her live. Not often do artists host meet & greets with fans in preparation for the album, however, Olivia made it a point to continue the deep connection she has with fans through this next body of work.
Upon its release, the accompanying music videos continue these themes of nostalgia through recurrent pop punk elements, such as relying heavily on destruction & chaos, fast paced camera footage, heightened emotions, and the beloved awkward insecurity.
Dua Lipa: Radical Optimism
The pop sensation has been responsible for some of the biggest hits of the decade, including "Dance The Night", "Cold Heart", "New Rules", "Don't Start Now" and more. Following a 4 year hiatus without a new addition to her discography, Dua Lipa teased a brand new album release for 2024.
The singer took to social media to announce her new era with the caption "miss me?" along with an up close shot of her album cover, followed by a post with the lyrics from the first lead single: "catch me or I go..." with accompanying visuals and even audio snippets of the track "Houdini". In addition to her loyal fans on standby for this new release, the singer held three separate launch events in major cities around the globe, including London, LA, and Tokyo to gear up for the new drop.
After the release of "Houdini" and its massive success, the single "Training Session" was available for download and was performed at the 66th annual Grammy awards, which was met with worldwide appraisal. The live performances didn't stop there as the singer also delivered jaw-dropping performances on BBC One, The Brits, Time Magazine's Gala, and Saturday Night Live.
In addition to televised and recorded platforms, the pop sensation even held a free live performance at Times Square, similar to that of Shakira & Post Malone where viewers could catch a glimpse at the energy of this new addition. The simplicity within the performance and personal connection Dua made with the audience was a once in a lifetime experience and exhibited the true themes of "Radical Optimism": fresh, summertime, easygoing, and free.
Across the board, the tracks were generally favored for its nostalgic-sound , psychedelic feel, and plain & simple fun pop rhythm. Many were led to believe that this album is purposeful in representing a summer energy from the accompanying album cover and music videos, which were centered around the ocean, dancing, and pure self-confidence.
Harry Styles: Harry's House
Ex-One Direction member, Harry Styles continued his solo career with the 2019 album, "Fine Line" and once again with his 2022 body of work, "Harry's House".
The official announcement took place on social media via a less than one minute trailer containing the embodiment of the upcoming music. In it we see Harry on a vacant stage with a backdrop of a wood house followed quickly by the album's title.
He continued the social media craze by using a fake Twitter account with teaser messages to fans including illusive symbols, lyrics to unannounced tracks, and more. The same year of the albums' official release, Styles set to headline Coachella, one of the biggest festivals in the US, in which he performed 3 songs from his upcoming album, including "As It Was", "Boyfriend", and "Late Night Talking". Concert-goers and media viewers could share in the aura of his incoming May release.
The initial tracks made public gained mass appraisal and continue to be successes amongst his loyal fanbase. As the majority of listeners remain in the social media world, his team decided to focus primarily on these accessible platforms to gear them up for what's to come. With only a two month progression between the albums' announcement and its release date, the singer relied heavily on the major internet platforms to spread word of the brand new body of work from Styles, which garnered worldwide appraisal and countless accolades.
Sabrina carpenter: Short n' Sweet
Pop singer, Sabrina Carpenter has been making 2024 her year whilst touring with Taylor Swift on the Eras tour where she's taking the main stage with one of the most successful singers of the generation all while successfully promoting her album "emails i can't send". In addition to touring the world, showcase her raw talent, and delivering a mesmerizing stage performance, she's garnered massive conversation around her music, and attracting new fans to her discography. Despite the initial success of this body of work, she's found enormous streaming success that have followed suit from touring.
The singles leading the charge in popularity are "Feather", "Nonsense", and "because i liked a boy", which has reached consistent viral status on social media for its symbolism, flirtatious innuendos, 60s aesthetic, and the singer's pure enjoyment in her craft. Despite the body of work initially dropping in 2022, she's found critical appraisal during the eras tour for its pop feel, post-breakup radiance, hypnotic choreography, and aesthetic.
Carpenter found major traction on social media for her newfound aesthetic centered around her effeminate features, gorgeous performative ensemble, and full aura.
In addition to the success of her music due to the Eras tour, the artist headed onto multiple popular venues, including Coachella, Governers Ball, Lollapalooza, and more. During her performance in Coachella Valley, she teased a new single on its way and ultimately confirmed the release of "Espresso". Shortly after its debut, fans were quick to download the song for its fun pop sound, catchy lyrics, double entendres, and groovy aesthetic. Not only has the track been a hit on major DSPs digital service providers but the song has found appeal on social media platforms as we enter the summer season.
Carpenter performed the new single live on Saturday Night Live, her first debut on the popular television show and her music continues to sit comfortably on the Billboard Hot 100 Chart since its release. Following its success, Sabrina secretly teased the follow up single from her upcoming new album, titled "Short n' Sweet", during her performance at Coachella, dubbed "Please Please Please".
Taylor Swift: The Tortured Poets Department
Taylor Swift has mastered the art of symbolism in announcing new music, specifically within more recent years, such that of her latest album, The Tortured Poets Department. Although she adores hiding easter eggs within her social media posts, outfits, and campaigns, she also seems to place more symbolic details into everything she does.
The singer has been re-recording her new music for the past few years in order to fully own her entire discography, which allows for more autonomy and the power to personally own her music. During this time, she's had the ability to almost restart the marketing and teasers for these bodies of work and do so authentically.
Many were quick to believe that Swift was set to release the re-recording of "Reputation", her 2019 album, however, she surprised fans at the 2024 Grammys following her win of Best Pop Vocal Album for her last album, "Midnights", in which she announced the new addition to her discography.
She even uses her looks at major events to tease new music, such as at the recent Grammy awards, which many were quick to criticize, however, it was later unveiled that the choice was intentional and later proved symbolic of the song from her 2024 album, titled "The Albatross".
Days before the official album release, Swift's team installed a library in Los Angeles with easter eggs hinting at themes, upcoming tracks, hidden details, and more throughout the pop up. Fans were able to explore the exhibit and search the structure for clues on what to expect from the singer. Thousands of fans attended the showing and brought nothing but excitement in preparation for its official release. In addition to bringing the thrill of hide & seek through various teasers to gear up for her new album, the entirety of the campaign tied perfectly with the themes for this new era, including the dark academia energy, color palette, and inspiration from the 1800s.
This campaign proved to be a success as it not only tied beautifully into the energy Taylor was tapping into but it provided fans with a deep connection and pure enjoyment out of the thrill of hide & seek with these clues.
Lewis Capaldi: Broken By Desire To Be Heavenly Sent
The English singer & songwriter has proved time and time again of his talent as an artist and his new projects have only elevated his success. He's made pubic his struggles with tourettes, which he's made known has been intensified along with his worldwide achievements. Capaldi and his team decided to release an in-depth documentary that gives his listeners and long-time fans a glimpse into the songwriting process for his 3rd studio album, and intentionally inclusive of the difficulties he's faced.
As viewers were given a glimpse into Capaldi's personal life, youth, family life, and artistry, we're able to see another side to the artist and create a more intimate connection with him. Not only do we experience a vulnerable side to the singer, but we got an in-depth behind the scenes look at the creative process of the 2023 album and make our own connections to each track.
The documentary was released a month before the official album release, giving us an initial look into his new body of work before we could officially get our hands on it. As the massive buzz around the visualizer brought a newness to the realm of celebrity visual projects, fans were able to appreciate and fall in love with Capaldi all over again through his vulnerable documentary.
In addition to the heavy video, Capaldi also delivered a jaw-dropping and utterly hilarious billboard & music video for the track "Forget Me". It's no secret that the artist pokes fun at himself and is always up for a laugh but he takes the crown for most creative physical advertisement that you can't help but keep your eyes off of..
With critical appraisal and headlines of the new project, the singer found massive success within the piece of art and found itself sitting at the top of the charts.
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