Ones to Watch: Musicians who are creators
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
The annual Coachella music festival in Indio California is here! This weekend, tens of thousands of people will flock to the desert in the pursuit of fun, cool, and music. The festival is a place to see some of the biggest artists today (Lana Del Rey, Peso Pluma, Doja Cat, etc.) as well as discover new faves.
We’re highlighting three musicians from the lineup who are also extremely leaned in social media creators. Increasingly, artists are being asked to also be social media stars as labels she the potential of apps like TikTok to unlock chart success (or at least the potential pre-UMG x TikTok fallout). Many artists have expressed annoyance with this added responsibility but some emerging artists are using it to their advantage using their social presence to further their careers and keep in touch with their fans and reach new audiences.
Renee Rapp
Is an extremely online Gen Z triple threat
From the theater stage to the screen to the Coachella stage Renee Rapp is a multi-talented artist taking the entertainment industry by storm. The 24-year-old got her start in the spotlight as Regina George in the live production of Mean Girls and, last year, starred in the hit film adaptation. When she’s not touring her most recent album “Snow Angel,” she also plays Leighton on Mindy Kaling’s Sex Lives of College Girls. Talk about a multi hyphenate! But what brings it all together is the way she shows up online brilliantly and authentically engaging in trends, sharing funny hot takes (usually about herself) and even posting on a “spam account” (formerly known as finstagram). It doesn’t get more Gen Z than that.
Coi Leray
Vlogs like an influencer
Whatever your opinion of nepo babies, you can’t deny that this grammy nominee is making a name for herself. After the Lil Dirk remix to her song, "No More Parties" blew up she went out on tour, including a stop at Coachella this weekend! But what’s really helped the rapper win over fans is how extremely tapped in she is to them on social media. She may be a star but she uses social media like a regular person too showing off her Dog Mom shenanigans, silly dances, and funny filters. Striking the perfect balance of aspirational and attainable we expect Coi to continue to climb the charts.
Chappell Roan
Knows how to ride a SFV trend to the top of the charts
Speaking of climbing the charts, Chappell Roan is another emerging artist who has figured out how to use social media to their advantage. In fact, her new single, “Good Luck Babe” is the latest TikTok dance trend stuck in everyone’s heads. Chappell also understands that a distinct aesthetic can be key to branding and her signature makeup and beauty look are furthering the precedent set by Beyonce & Taylor last summer and what vogue deemed “The Rise of Concert Costume Parties.” In addition to great music, Chappell is giving her fans a safe space to express themselves and we can’t wait to watch her set on the YouTube Livestream this weekend!