What brands can learn from pop girl summer’s biggest hits
2 min read
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This summer, pop girls returned to the main stage.
It follows last year’s ‘big pop’ moment, says Kirsty Hathaway, executive creative director at creative agency Joan London. “Last summer was predicted to be an economic nightmare. But along came Taylor [Swift], Beyoncé and Barbie,” she says. “Not only did these women create communities, they poured more than $1 billion back into the global economy and prospered brands and businesses around the world.”
Now, a new class of pop darlings, from Chappell Roan to Sabrina Carpenter, offer a fresh approach to pop stardom. Gone are the days of polished, untouchable pop stars. Today’s pop girlies are offering relatability, authenticity and connection. “We haven’t just been graced with fresh musical talent, but a host of intelligent individuals, remaining true to their authentic selves and showing brands how business can really be done,” Hathaway says.
It’s a welcome evolution, says Rachel Lee, global insights strategist at London-based agency The Digital Fairy. “The key thing about this summer’s rising collective of pop girls is that they all capture the idea of femininity and girlhood in such widely diverse ways that don’t cancel each other out,” she says. “After the all-encompassing pinkness of Barbie last summer, people are craving culture that perhaps feels a bit more nuanced.”
These stars have dedicated — and specific — fan bases. “Pop girl summer has become this year’s biggest marketing moment and shows just how hungry brands are to tap into niche cultural trends,” says Melissa Chapman, CEO of social publisher Jungle Creations.
Another common thread among 2024’s pop stars is that they’re unabashedly singing about their sexuality, says Alexis Kwan, creative strategist at youth culture agency Archrival. “Chappell is creating pop anthems about the female orgasm in ‘Red Wine Supernova’, and asking the audience to ‘call her hot not pretty’. Charli and Billie [Eilish] are singing and dancing on a mountain of panties. Tyla is asking for someone to ‘make her water’ and acknowledging her own beauty,” she says. “Although female artists have done this before, this trend deeply resonates with Gen Zs, who are reclaiming their sexuality, not for the male gaze but for other women.”
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