Carly Rae Jepsen And The Rise Of The Micro Pop Star
her first album in four years. It’s a classic pop record: simple lyrics, pleasingly generic production, and swelling, sugary hooks. It’s the type of music you’ve heard a million times before but, when done well — as it often is on, though, won’t be a chart topper. As of today, it sits at No. 12 on iTunes, and none of its songs are in Spotify’s Top 200. This should come as no surprise: Jepsen’s last full-length album, 2015’s, debuted at No.
Over the past few years, however, hip-hop’s growing domination of radio, streaming, and the charts has changed the power dynamics of celebrity in music. While a select few pop artists, namely Ariana Grande, have managed to break through to global superstardom by being authentically conversant with hip-hop, more have either, instead becoming niche heroes.
These micro pop stars are supported by small but fiercely devoted fanbases, consisting largely of LGBT fans and the internet’s cool-kid Pitchfork crowd, keepers of traditional pop while it’s fallen out of favor with mainstream audiences. They release product idiosyncratically, often tour nonstop, and feed their faithful through social media.
That ecosystem was absolutely primed to turn Carly Rae Jepsen — then known as the one-hit wonder behind 2012’s biggest song, “Call Me Maybe” — into a bona fide superstar.
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