What brands can learn from the biggest hits of the pop girl summer
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This summer the 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, an economic nightmare was predicted. But then came Taylor (Swift), Beyoncé and Barbie,” she says. “These women have not only created communities, but have pumped more than a billion dollars into the global economy and helped brands and companies around the world succeed.”
Now, a new class of pop darlings, from Chappell Roan to Sabrina Carpenter, are offering a fresh approach to pop stardom. Gone are the days of polished, untouchable pop stars. Today’s pop girlies offer relatability, authenticity and connection. “We’re blessed not only with fresh musical talent, but also a ton of smart individuals who are staying true to their authentic selves and showing brands how to really do business,” says Hathaway.
It’s a welcome development, says Rachel Lee, global insights strategist at London-based agency The Digital Fairy. “The most important thing about this summer’s emerging pop girl group is that they all capture the idea of femininity and girlishness in such different ways that they don’t cancel each other out,” she says. “After the all-encompassing pinkness of Barbie last summer, people are longing for a culture that perhaps feels a little more nuanced.”
These stars have a dedicated – and specific – fan base. “Pop Girl Summer has become the biggest marketing moment of the year, showing how hungry brands are to exploit niche culture trends,” says Melissa Chapman, CEO of social media publisher Jungle Creations.
Another common denominator among the pop stars of 2024 is that they sing unabashedly about their sexuality, says Alexis Kwan, creative strategist at youth culture agency Archrival. “Chappell creates pop anthems about the female orgasm in ‘Red Wine Supernova’ and asks the audience to call her ‘hot, not pretty.’ Charli and Billie (Eilish) sing and dance on a mountain of panties. Tyla asks someone to ‘make her water’ and acknowledges her own beauty,” she says. “Although female artists have done this before, this trend is resonating with Gen Z, who are reclaiming their sexuality, not for the male gaze, but for other women.”
