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These managers on the rise have helped the biggest breakout artists, songwriters and producers of the past year navigate major wins and milestones, from opening for superstars and selling out headlining arena shows to earning Grammy nods and topping the charts — with some even making history. Introducing: Billboard‘s 2025 class of Managers to Watch.
Abas Pauti, Jared Cotter
Ages: 27, 43Companies: American Dogwood, RangeKey clients: Shaboozey, Paul Russell
“It wasn’t until I met Shaboozey where the thought of artist management became a serious career aspiration for me,” says Pauti, noting that the chart-topping artist gave him “confidence” to succeed in the role. As for Cotter, after entering the industry as a songwriter, he soon became “disenchanted, but still wanted to be a champion for artists.” Together, Pauti and Cotter have helped Shaboozey and Russell deliver breakout hits with the former’s record-tying 19-week Billboard Hot 100 No. 1 smash, “A Bar Song (Tipsy),” and the latter’s viral hit “Lil Boo Thang.” Pauti says, “To know I played a role in helping both my clients get their records heard and loved from people across the globe will always be my greatest success.”
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Abas Pauti, Shaboozey and Jared Cotter
Allan Pimenta
Alex Lunt
Age: 31Company: Type A ManagementKey clients: Dasha, Beauty School Dropout, Dalton Davis, Anthony Ortiz
Since starting his management career a decade ago, Lunt has learned that “it is crucial to surround yourself with knowledgeable colleagues you can trust.” Last year, that approach paid off with country newcomer Dasha, who celebrated a trio of firsts: debuting on the Hot 100 with her viral hit “Austin,” performing at the CMT Awards in April 2024 and to a packed stadium at CMA Fest in June. Lunt says, “The best feeling has not been any accolade, but celebrating the success with a group of incredibly talented and passionate people.”
Alex Lunt and Dasha
Courtesy Alex Lunt
Amy Davidson
Age: 30Company: Volara ManagementKey clients: Sabrina Carpenter, Marina Diamandis, RIAH
Davidson has worked alongside Volara founder Janelle Lopez Genzink from day one, but, as Davidson says, the past 12 months in particular “have been nothing short of a fever dream as we’ve effectively checked off almost every item on our collective bucket lists.” Such items included Sabrina Carpenter scoring her first Hot 100 chart-topper with “Please Please Please” (while “Taste” and “Espresso” hit Nos. 2 and 3, respectively) and first Billboard 200 No. 1 album, Short n’ Sweet; an arena tour; a Saturday Night Live performance; and six Grammy nominations. Plus, Volara celebrated signing Marina Diamandis to its roster. “Effective management starts at the core of why you are there in the first place: to listen and respond to an artist’s needs,” Davidson says. “Understanding that an artist is a person with life happening outside of work is key for me.”
Janelle Lopez Genzink, Sabrina Carpenter and Amy Davidson
Christopher Polk for Variety
Christina Li, Michael Lewis
Ages: 29, 29Company: Nonstop ManagementKey clients: JKash, Michael Pollack, Ali Tamposi, Jake Torrey
Li says working as an assistant to hit-maker JKash “was a crash course in the music industry,” while Lewis feels “incredibly fortunate to call [him] a mentor.” The two also count Nonstop founder Jaime Zeluck Hindlin and president Bianca Minniti-Bean for being instrumental in their careers so far, guiding them through a major 2024 that kicked off with Michael Pollack winning his first Grammy: record of the year, for co-writing Miley Cyrus’ “Flowers.” Other highlights included Pollack and Ali Tamposi co-writing two original songs with Maren Morris for animated film The Wild Robot and Jake Torrey co-writing Marshmello and Kane Brown’s “Miles on It,” which made history as the first single to enter the top five on both Hot Dance/Electronic Songs (No. 1) and Hot Country Songs (No. 4).
From left: Christina Li, Michael Pollack and Mikey Lewis.
Jaynie Karp
Christopher Milano
Age: n/aCompany: The Vision ManagementKey clients: 4Batz, Bear Bailey, Guwop Reign
Milano “learned the ups and downs” of music management after meeting Akon and his brother Bu Thiam through the Bay Area’s “underground scene.” So when he met R&B singer 4Batz in 2023, he says, “opportunity met preparation.” In 2024, the pair celebrated a breakout year as the artist debuted across several Billboard charts — including the Hot 100, Hot R&B Songs and Rhythmic Airplay — with “Act ii: date @ 8,” which featured Drake on the remix. “We preach artist development at The Vision, and young artists who blow up fast don’t usually understand that process,” Milano says. “So it’s important to not only sign talented artists, but someone who’s willing to listen and wants to learn.”
Christopher Milano and 4Batz
Maurice Tyrone Holloway
Haley Evans
Age: 27Company: Mega HouseKey clients Peter Fenn, Casey Smith, Caroline Pennell, Mon Rovîa
While attending the University of California, Los Angeles, Evans spent Friday nights working at Ricky Reed’s Nice Life studio. “[I] became incredibly inspired by the way Ricky built intricate worlds with the artists he worked with while simultaneously building his own businesses,” Evans says. She continued to “learn from the best,” including Mega House co-founders David Silberstein and Jeremy Levin, who hired her in 2020. In March 2024, Evans was promoted to president as her client Peter Fenn celebrated the success of Myles Smith’s “Stargazing,” which hit No. 1 on the Rock & Alternative Airplay chart in December. “With new artists breaking online every day, the biggest challenge for songwriter-producer managers is helping guide clients to choose the right projects to focus their time and energy on,” she says. “Other than that, it’s getting our clients fairly compensated for their work — songwriters especially.”
Haley Evans and Peter Fenn
Olivia McDowell
Hayley Corbett
Age: 28Company: Punchbowl EntertainmentKey clients: Megan Moroney, Kristian Bush
At 15, Corbett started working with the Grammy Foundation as a volunteer, “networking as much as possible in New York and L.A., which is where I first became aware of artist management as a career,” she says. That commitment more than prepared her for Megan Moroney’s takeoff, which in 2024 included opening stadiums for Kenny Chesney and winning the Academy of Country Music Award for best new female artist of the year and the Country Music Association Award for new artist of the year. “One key to managing effectively is being intuitive to your clients’ needs, wants and dreams while being able to implement strategy that allows for continued growth,” Corbett says. “The biggest challenge for managers is avoiding burnout and oversaturation.”
Megan Moroney and Hayley Corbett
Mason Goodson
Holt Harmon, Parker Cohen
Ages: 31, 30Company: MetatoneKey clients: John Summit, Layton Giordani, Max Styler, Ranger Trucco
After a couple of years working in the label sector of the industry, Harmon was craving a longer-term partnership with artists. Similarly, Cohen “hit a ceiling of my own” on the events side of the business. “I wanted to work on building projects from the ground up,” he says. “Artist management quickly became the no-brainer to satisfy those needs.” They accomplished that goal with the success of John Summit, from releasing his debut album, Comfort in Chaos (which peaked at No. 2 on Top Dance/Electronic Albums), to his sold-out performances at New York’s Madison Square Garden and the Kia Forum in L.A. “One of the most valuable things we’ve learned along the way is that we are not the artist,” Harmon says. “It is not our project or vision, ultimately, and instead of trying to make it ours, we’ve placed our focus into being the best catalysts possible for them.”
From left: Holt Harmon, John Summit and Parker Cohen.
Ethan Garland
Jacob Epstein
Age: 34Company: Lighthouse Management & MediaKey clients: H.E.R., Towa Bird, Petra Collins
From a young age, Epstein was “obsessed” with both music and film — his management roster also includes Paul Rudd — yet as he puts it, “I knew I didn’t want to be the star. I wanted to be the engine and person breaking down the doors for those artists and guiding and architecting those creative decisions.” Today, he says even the smallest wins make him as proud as his artists’ biggest moments, which most recently include rocker Towa Bird capping off 2024 by opening at Los Angeles’ Kia Forum for Billie Eilish. “Only do this job if you truly are passionate about art and culture,” he cautions. “It’s too difficult if that love for it isn’t there.”
Jacob Epstein and Towa Bird
Alex Fleck
Jeff Burns
Age: 35Company: Reynolds MGMTKey client: Benson Boone
For Burns, the best part of Benson Boone’s breakout year has been “watching [him] love his career… He’s funnier, can sing and backflip better, is nicer and more humble than everyone — he has it all.” Such assets have helped Boone score a No. 2 hit on the Hot 100 with “Beautiful Things” and a Grammy nod for best new artist. For Burns, it’s all about not getting lost in the “million little things” and focusing on what matters most: “making the best music, marketing it better than anyone else, doing the best shows and staying happy and healthy.”
Jeff Burns and Benson Boone
Kevin Mazur/Getty Images
Justin Greenberg, Joe Izzi
Ages: 32, 38Company: Ocean AvenueKey client: Addison Rae
Three years ago, Greenberg and Izzi, along with their partner and Ocean Avenue co-founder, Sharon Jackson, left WME for management, launching with a roster that includes multihyphenate Addison Rae. Her 2024 single “Diet Pepsi” marked her major-label debut on Columbia and became her first Hot 100 entry; earlier in the year, Rae teamed with Charli xcx on a remix of “Von Dutch.” Greenberg and Izzi believe having “a deep understanding of your artists’ vision” is key to cutting through. “It’s not about us — we’re just here to make it happen.”
Lucas Barbosa
Age: 30Company: Habibi ManagementKey clients: Grupo Frontera, Mora, Tommy Torres
As a 17-year-old in Colombia, Barbosa helped an artist friend with “various tasks” before becoming his full-time manager; later, he launched his own company dedicated to producers and songwriters, who scored placements with Eladio Carrión, Maluma and Anitta. “That gave me the opportunity to expand my network,” Barbosa says. Now he’s helping his artists expand their fan bases, including Grupo Frontera, which toured arenas across the United States and Mexico last year. “We’ve taken the time as a company to build [our artists] from the ground up, ensuring that every step of the way is intentional and aligned with their artistic vision,” Barbosa says.
Lucas Barbosa (middle) with Alberto Acosta (left) and Juan Javier Cantú of Grupo Frontera.
Phraa
Luke Conway
Age: 29Company: Trade Secrets MGMTKey clients: Teddy Swims, Lø Spirit, Father of Peace
“I’ve always wanted to be involved in music one way or another,” says Conway, who spent high school in the metal and rock scenes, making merchandise for bands, directing music videos and planning DIY tours. His first management gig helped him “self-educate on every aspect of this business,” which today has helped him guide Teddy Swims through his breakout year. After “Lose Control” topped the Hot 100 in March 2024, the smash hit finished at No. 1 on Billboard’s year-end Hot 100 Songs chart. Conway says, “This year has been a nonstop roller coaster, but everyone on the team has stepped up and delivered at a superstar level.”
Teddy Swims and Luke Conway
Bryce Hall
Mariana López Crespo
Age: 27Company: 1k DojoKey clients: Young Miko, Mauro
“To be honest, I never imagined I’d be involved as a manager in the music industry,” López Crespo says. “The opportunity came from acknowledging the potential around me and gaining confidence to develop it.” That combination has led to a major year for urbano star Young Miko, who started 2024 with her now-Grammy-nominated debut album, att. (which debuted at No. 9 on Top Latin Albums, her first entry on any Billboard albums chart), and in the spring made her Coachella debut following a sold-out U.S. tour. “However,” López Crespo says, “being able to build a solid team around creatives in Puerto Rico and providing them the resources to keep developing on a bigger scale has been the biggest blessing and main reason to keep working toward success.”
Young Miko and Mariana López Crespo
Christopher Polk for Variety
Max Gredinger
Age: 33Company: Foundations Artist ManagementKey clients: Laufey, mxmtoon, rainbolt, Ricky Montgomery
Inspired by managers Scooter Braun and Dan Weisman, Gredinger started managing acts as a high school student “and never stopped,” he says. In 2023, he was named partner at Foundations, and the following year, he and Laufey experienced a string of wins — he’s most proud, however, of her August performance at The Hollywood Bowl with the Los Angeles Philharmonic, which was released as a concert film in IMAX theaters worldwide. “Her ambition and goal of bringing classical and jazz music into the mainstream, and seeing that manifest in front of 17,000 people in her adopted home market and then in theaters, was unforgettable,” he says.
Laufey and Max Gredinger
Junia Lin
Maytav Koter
Age: 32Company: Good CompanyKey clients: Hayley Gene Penner, Buddy Ross, Andrew Sarlo, Spencer Stewart
After starting her career in publishing working for Justin Shukat at Primary Wave, Koter “discovered my passion for the songwriting community.” In 2019, she launched her own company “rooted in empathy and a long-term approach… I set out to create a family.” Last year, she joined client Buddy Ross at the Ivor Novello Awards, where he was nominated for his work on Fred again.. and Brian Eno’s track “Enough.” “I am deeply invested in [my clients’] lives beyond their careers,” Koter says, “which allows for more trust and transparency in our business relationship.”
From left: Spencer Stewart, Buddy Ross, Hayley Gene Penner (in front), Maytav Koter, Andrew Sarlo and Mona Khoshoi.
Kendra Hope
Nick Bobetsky
Age: 44Company: State of the ArtKey clients: LP, Livingston, Em Beihold, Debbii Dawson (Previously: Chappell Roan)
Bobetsky enjoyed a front-row seat for former client Chappell Roan’s rise, which he calls “a huge success not just because of the size it grew to, but because of how we did it differently with strategy that isn’t customary to the mainstream music business. It also helped that she’s a one-of-a-kind, generational artist.” After releasing her debut, The Rise and Fall of a Midwest Princess, in 2023, the album grew into a Billboard 200 top 10 mainstay while 2024 single “Good Luck, Babe!” became her biggest hit, climbing to No. 4 on the Hot 100 and scoring two of her six Grammy nods, for record and song of the year. Meanwhile, Dawson scored a breakout hit with “Turn the TV On” and opened on tour for Orville Peck. As Bobetsky says, “Patience is key to getting it right on an artist’s own terms.”
Debbii Dawson (left) and Nick Bobetsky
Ruby Anton
Sam French
Age: 34Company: Mixed ManagementKey clients: Ian, Jasper Harris, bülow, Henry Kwapis
While working in publishing at APG, French “fell in love with the process of connecting writers and producers with artists and having a front-row seat to watching big records come together.” In 2022, he became a partner at Mixed and has since watched that play out time and time again. In 2024, songwriter-producer Jasper Harris worked on Camila Cabello’s C,XOXO, Charli xcx’s brat and more. Meanwhile, newcomer rapper Ian’s “Magic Johnson,” which peaked at No. 1 on the Bubbling Under Hot 100, was among the U.S. Top 10 TikTok Songs of 2024. “There’s a lot of noise right now, and it’s very loud,” French says. “Focus on what you can control and what you believe in.”
Sarah (Muise) Scardilli
Age: 35Company: Muise ManagementKey clients: Shygirl, COBRAH
While studying international business, Scardilli says she “spent 75% of my time partying across the U.K. and making friends with DJs and promoters.” After college, she landed a job with a Bristol, England-based management firm as its first full-time employee: “I was given responsibilities very early on — jetted to Ibiza two days after my first day at work, and the rest is history.” She formed Muise Management in 2019 and watched her artists reach new heights last year, as Shygirl was an opener on Charli xcx and Troye Sivan’s Sweat Tour and COBRAH’s “Brand New Bitch” scored a key synch in Kinds of Kindness. Scardilli describes the latter as “a powerful moment where underground club culture met mainstream audiences.”
Sarah (Muise) Scardilli with Shygirl (left) and COBRAH (right).
Courtesy Shygirl; Axel Ahlgren
Stephen Timothy Nana
Age: 37Company: n/aKey client: Asake
While Asake’s third album, Lungu Boy, spawned the chart-topping “Active,” featuring Travis Scott (which topped Billboard U.S. Afrobeats Songs), Nana considers Asake’s arena tour, which included stops at London’s O2 Arena and New York’s Madison Square Garden, their biggest success of 2024. “Not because of output, but because of the work ethic and ability of Asake to stay focused, determined and disciplined,” Nana says. “It’s not every day you get creatives who have achieved so much and still be human.”
This story appears in the Jan. 11, 2025, issue of Billboard.
There’s definitely been moments where I wished I could be in two places at the same time,” says Brandon Creed, reflecting on a year filled with culture-defining moments across his company’s roster. He’s gotten close — in early March, he had to be on separate coasts within 48 hours.
On March 8, Ariana Grande released her critically praised seventh album, Eternal Sunshine. On March 9, she was the musical guest on Saturday Night Live in New York — Creed was there. On March 10, Grande presented an Oscar at the 96th annual Academy Awards in Los Angeles, where client Mark Ronson was also performing in the night’s biggest spectacle: a star-studded live debut of Ryan Gosling’s Barbie song “I’m Just Ken” — Creed was there, too.
“It was definitely a tiring weekend,” says Creed, 47. “Thankfully, I think my relationship with all my artists is such that we have a great team so they’re always supported wherever they are.”
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His Good World team is a tight-knit group of savvy managers — including Dani Russin and Tyler Reymore, both of whom have been by his side for over a decade, along with Anika Capozza, Chris Pepe and Emma Anderson (among others). In 2023, when Creed left his position at Full Stop, the superstar management firm his own Creed Company merged with in 2017, his crew followed. After six years, Creed craved the kind of company he had launched his management career with when he had founded Creed Company in 2010 and set out to create the newer, more matured version of exactly that.
In August 2023, Creed established Good World Management with a high-profile roster including Charli xcx (co-managed with Sam Pringle and Twiggy Rowley), Troye Sivan, Ronson and Tame Impala (co-managed with Jodie Regan). His first new signing was Demi Lovato, followed by Grande.
“I was excited by the challenge of it, honestly,” he says of launching a new venture. “Creed Company was born out of [necessity] — I was an executive at a record company and started managing on the side.” With Good World, Creed has much more experience, but the same drive. “We’re trying to keep it familial and small and build accordingly, based on what we need.”
Creed got his start in the industry as music executive Tom Corson’s assistant before becoming one of the first employees of Clive Davis’ J Records, which he describes as “like going to grad school.” From there, he says, “management found me” when he met Bruno Mars and his writing partner, Philip Lawrence. “I watched Clive launch Alicia Keys and position superstars,” Creed says. “What he did and what he looked for, I took it and applied it as best I could.”
Since its beginning, Good World has celebrated one industry-rattling moment after another, from Charli graduating to arena headliner with her and Sivan’s in-demand Sweat Tour to Grande conquering new territory with Wicked. Such year-defining victories have helped Creed and Good World earn Billboard’s first Manager of the Year honor. Here, he and his team reflect on what Creed calls “the longest fastest year.”
Joel Barhamand
When you think back to launching Good World, what stands out?
Brandon Creed: We were in the midst of Barbie summer with Mark, and that was an amazing experience. And Troye had just [released the single] “Rush.”
Dani Russin: It was a show-must-go-on sort of thing. We didn’t have the luxury of pausing. We were grateful that essentially our whole roster came with us, so we just had to keep working. This was a really welcomed exclamation point on the summer.
Anika Capozza: We’ve always been really small and mighty, so when we moved over here, it was all hands on deck on every level. Like, “What snacks are we getting?” Things that you don’t think about at a big company when you walk in and everything is all set up. But it made it fun.
Tyler Reymore: Coming back into a house and it feeling so warm and cozy and down to earth, you take a big breath. That was what Creed Company was years ago.
Russin: In a lot of ways, it feels like we were getting back to how we started.
Dani, you’ve worked with Brandon the longest, since 2009. What drew you to his management style?
Russin: Brandon is very keen. He can read people, he’s a great decision-maker, and he has a very diplomatic management style. In this office, and in every office we’ve worked in, it’s definitely like good ideas can come from anywhere. We’ve always fostered an environment where we promote within. And we don’t really have ranks, but to the extent that we do, it’s been somebody that’s interned with us.
Chris Pepe: I’d actually left management for a bit and was the one person who didn’t come along, and I always looked from afar like, “If I were to ever get back into management, this is the team I’d want to be on.” There’s a lot of trust here.
Capozza: I started as a receptionist and then was an assistant and then a manager, and I’ve really been with Brandon my entire career in the music industry. What drew me the most is it didn’t feel like there was ever a ceiling for any of us. He allows us the ability to grow and take charge and be assertive and have a presence in the room.
Emma Anderson: I started as his assistant and always felt like he trusted me, so that gave me confidence. When we were leaving Full Stop, a lot of my friends were like, “This is a huge risk.” And I was like, “Not really.” I never have felt like I’ve been put in a box here.
Reymore: Brandon has always exuded such a quiet confidence, and it’s something I’ve always admired. When I first started working with him at Creed Company, he was in the living room with the other managers. It makes you want to work harder for someone who really values and sees you peer to peer.
You named the company Good World. What’s a moment this year where, commercial success aside, you felt the positive impact?
All: Sweat.
Creed: It was a scary proposition at first because it’s two of our artists; if it doesn’t go right, that’s high stakes. But they have so much respect for each other, they wanted to build and create something really unique. They dove in and did that.
Russin: Brandon had the idea for Sweat, and it was definitely like, “Avengers, assemble…”
Creed: With some resistance. It took us a while…
Russin: Listen, you said it, not me.
Where was the resistance coming from?
Creed: It was an idea over the last few years [that] just never lined up. And then when we were planning Troye’s tour and talking about Charli’s, we pitched it and…
Russin: It was now or never.
Creed: And there was a lot of blind faith. Each artist questioned whether it was the right thing for them to do in this moment, and rightfully so. We had to move some things and plotted it out and gave the tour time to sell and then everything kicked in with Brat Summer, and it really took off.
Russin: And then how that impacted in the real world, when we would go to these shows and watch [our] friends, their friends, the wider industry enjoy themselves…
Pepe: I remember that video you sent in our group chat. The lights were on after the show ended and the energy on the floor of the crowd beaming, dancing, still having a party. It was one of those “Oh, this is why we do this” moments.
Creed: That’s another thread, and it might be corny, but there is so much positivity and light, especially now when we really need it. It’s an honor to help get that into the world. I mean, Mark on the Oscars. I remember Steven Spielberg walking into the room after and he was like, “I’ve never seen anything like that on this stage.”
How has it felt to watch Charli enjoy her biggest year?
Creed: We’ve been working with Charli since 2018. I remember going to see her at a rave in London and it was like a smack in the face. It was coming off the Pop 2 era, and then we went right into the Charli phase. But to see her grow, it’s so gratifying — and slightly vindicating, just because we knew it. To see the world jump in on this has been a career highlight for me because she deserves it, and to be doing it so unapologetically is just incredible.
Ariana Grande also had a major 2024. When you start working with an artist who is already a superstar, how do you find your rhythm?
Creed: We definitely hold and make space for that. We’re not [a company that’s] going to come in and be like, “This is how we do it,” and change everything. Right before [signing Grande] we had just signed Demi [Lovato], another huge artist that has been around for a long time with a lot of success. It’s really turning on the empath and figuring out how they work and how you fit in and just watching and learning. And Ariana had an existing team around her: Justin Adams, Ray Rock and Grace Segundo. I just fit myself in there and took cues from her and them and we got into a rhythm, but it takes a minute.
Will Good World sign more talent?
Creed: We are extremely discerning with any artists at this stage. We have room, don’t get me wrong, for the right thing, and we would build accordingly. I think the developing-artist space is extremely challenging right now, especially for managers. Especially for a young manager, it’s hard to make money. So our focus is definitely on the more established artists and ones that have built an audience. But, you know, there are no rules.
Would you sign actors to the roster?
Creed: I would absolutely be interested in that. It’s about the person. It’s about being inspired by what they want to do. What we love is all of our artists want to do more than be an artist. Most of them act; Mark is scoring soundtracks and writing a book. [Ariana] got a Golden Globe nomination. That [was] amazing to see her get recognized. Troye and Demi have their own acting credits. I do particularly love the film and TV space. Charli’s pursuing that with a lot of success right now. That is exciting and inspiring to me, getting to be in all these different scenarios.
How do you prepare an artist, and yourselves, for their biggest year?
Russin: We have an extreme amount of patience when it comes to not skipping steps and [having the] “This could take 10 years” conversation. We’re prepared for that. And I don’t know that we feel that there’s as much gratification in the instant moment. We really try to set things up so that we’re building the road to get there along the way. So when it comes, they’ve done their 10,000 hours — as have we.
What challenges do managers face today?
Creed: It’s really hard for young managers. Artists are looking around at what others have and what others are doing, and they’re under a tremendous amount of pressure themselves. So when they feel that, they put the pressure on their person that’s right there — and that’s their manager. So I do think malleability is important and understanding how to shape teams around each artist and support them. And [more] humility and less ego is important.
Pepe: I work across Demi and she’s working on her album right now, and a key thing of our process has been allowing her to take that time that she needed and even encouraging it, because she is used to an industry that wants more and more and more. Encouraging that patience and investment in art, that has been honored this year in a big way after the pendulum swing of TikTok short form.
Creed: Impatience is a real challenge. One of our biggest challenges as well is the toxicity of fandom now. I feel like half the time we are being told how to do our jobs by [social media], and that is an exercise of our patience because our artists are also seeing it — not saying they react to it, but it’s a challenge across the board.
Russin: The sense of ownership over an artist’s body, their being…
Creed: Their decisions… Look, we are grateful for the fans; that’s why we’re all here. But there are boundaries that I think get broken quite often.
What would you tell someone wanting to enter artist management?
Russin: The barrier of entry is actually quite fuzzy. If you want to be a manager, you manage somebody. I’m not saying you’re a good manager… It’s a lot of head down, fly on the wall, behind the scenes, unglamorous, ungratifying work at first. If you don’t have a desire to be of service, this is probably not the area for you.
Reymore: As long as you are focusing on supporting artists and music that you care so deeply about, that’s going to make the late nights and the weekends feel like joy.
Pepe: [Get] as much hands-on experience as you can, even if it’s an artist that is local to your community, especially if you’re talking about someone in high school or college who’s wanting to do this. I didn’t have any connections. I started by working at CAA, and that led me to meeting managers, and that led me to my first management job. Our mindsets these days are quick payoffs. But it’s a lot like, “What are the first things you can do to get to where you want to be?”
Capozza: It’s the same philosophy we use for artists, I’m realizing: not skipping steps.
Creed: I was an intern, I was an assistant. I say this to every intern that comes here: Cultivate relationships with your peers because that’s who you’re going to grow up in the business with. They’re the ones that will be head of the label one day or whatever direction the person goes.
Russin: The assistant mafia… Don’t burn bridges, because everyone sticks around.
Creed: It is real, and you don’t think that when you’re trying to get into the business. You think you got to get to the top man or woman, but it’s really the support group that is going to let you enter — or you find a genius artist and grab on.
Capozza: I remember you saying that when I started: Don’t look up. Look around you.
Looking ahead, what goals do you have for yourself and the company?
Creed: Ariana’s [year] is pretty mapped out. We know where she is going to be and what she’s going to be doing for the majority of the year. Same with Charli; Brat Summer, Fall, Winter is going to continue. Troye is going to be in a creative year, hopefully making his next record. We’re in the planning stages for Tame Impala. Demi hopefully will be starting her next era midway through the year. Mark’s going to hopefully kick off a new artist era; hopefully the book he’s been writing will come out. Nothing is planned, but everyone’s going to be busy. And then we’ll map out 2026… The goal is to continue doing what we’re doing. I’ve been really fortunate to have a breadth of experiences over the years with such incredible artists and artistry and moments in time — that makes it fun. And there’s been times where it hasn’t been fun and I’m like, “Maybe I need to do something else.” And then something clicks and I get reengaged, and that’s what’s happened this year.
This story appears in the Jan. 11, 2025, issue of Billboard.
As Billboard publishes its 137th volume throughout 2025, stay in the know on the magazine’s print schedule for the year, along with each issue’s corresponding theme. This is an updating post, so be sure to check back for any changes.
Issue Date: Jan. 11, 2025Theme: Managers to Watch/Quarter-Century Charts
Issue Date: Jan. 25, 2025Theme: The Billboard Power 100
Issue Date: Feb. 8, 2025Theme: Sports*This issue will include Top Music Venues
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Jennie’s to-do list is growing by the minute. For the last year, the pop star has been so consumed with the launch of her own label and arrival of her highly anticipated solo debut album — plus, now, the impending reunion of Blackpink, the globally renowned K-pop quartet she is part of — that she hasn’t had a moment to envision her ideal release-night party. That is, if she even has time for one.
“I like planning parties. I like creating an album,” Jennie says. “It’s fun, but sometimes it gets hard. I’m just trying to make sure everything is perfectly done.”
Sitting on a cozy couch in a small back room of a photo studio in Seoul’s Gangnam district, Jennie’s post-shoot look on this late-October afternoon calls to mind Gossip Girl “It” mom Lily van der Woodsen after a particularly tiring day. Leaning back in matching black pants and zip-up hoodie after hours spent staring at a camera, Jennie slides on a pair of dark-lensed Gentle Monster sunglasses to give her eyes, and perhaps herself, a bit of a break. (She partnered with the eyewear brand in April 2024 on her own line, Jentle Salon.)
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The 28-year-old appears at ease despite the chaos swirling around her. She’s also strikingly self-aware, which seems to be both freeing and consuming for her — she knows the pursuit of perfection is exhausting and never-ending, and yet she’ll settle for nothing less. Recently, this has manifested in the secrecy surrounding her upcoming album, which for the self-described “workaholic” is far from manufactured marketing mystique. Rather, it may well be a way to buy time until she feels the project she has dreamed of for so long is as close to perfect as possible — even as pressure to release it builds.
“It’s not nice to be someone who’s always like, ‘I’m sorry, I can’t say anything,’ ” she says of the album she began working on in early 2024 — and that the world still knows very little about. “I want to say I’m almost there,” she offers. One of her biggest takeaways from the process? “I’m just going to say, ‘I don’t do well with time,’ ” she says with a laugh.
Jacquemus top and AREA hat.
Songyi Yoon
Since Jennie became a YG Entertainment trainee at 14 and a Blackpink member at 20, her career has been clearly defined and carefully handled — a meticulous approach that has yielded historic results and global fame. In 2019, Blackpink became the first K-pop girl group to perform at Coachella, and just four years later, the first Asian act to headline the festival. And the group — rounded out by Lisa, Rosé and Jisoo — made history in 2022 as the first South Korean girl group to top the Billboard 200, with its celebrated second album, Born Pink.
Yet that well-paved path to stardom also offered Jennie little time to explore her own creative voice. From Blackpink’s 2016 debut through 2023, she released just two solo singles, both through the group’s label, YG: the aptly titled Korean-English “Solo” in 2018 and the dance-pop “You & Me” in 2023, the latter of which peaked at No. 1 on the Billboard Global Excl. U.S. chart. All the while, Jennie was growing eager to piece together “the puzzle of my dreams,” as she calls her solo-album-to-be. So in 2023, when Blackpink re-signed with YG for group activities and its members became free agents for the first time in their careers for solo activities, she jumped at the chance.
“While I was on my last Blackpink tour [it wrapped in 2023], I couldn’t stop myself from starting to plan ahead. I’m just like that,” she says. “I listed out the things that I want in my life and started pinpointing, or prioritizing, what’s my very next step. And instantly, I was like, ‘I still haven’t accomplished the dream of releasing a solo album.’ I wanted to satisfy myself by achieving that goal.”
With a clear runway, she set out to do just that. In December 2023, she announced her own independent label, OddAtelier (commonly referred to as OA). At the start of 2024, she began her “album journey” in Los Angeles, where she says she worked on “99%” of the project, whose title has yet to be unveiled. By September, she announced a partnership with Columbia Records, and in October, she released the album’s fierce and sassy lead single, “Mantra,” which peaked at Nos. 2 and 3 on the Billboard Global Excl. U.S. and Billboard Global 200 charts, respectively.
“It’s been a long process because American artists, they usually take a few years to make one album, but we have time limitations because [this year] she’s got to go back into Blackpink activities again,” says Alison Chang, OA’s head of global business and Jennie’s self-described “right hand.” “She really wanted to show her artistry through this album, and in the beginning, we were meeting producers and writers who she didn’t really match with. I think finding her sound throughout this process was kind of hard, and landing with ‘Mantra,’ that took a very long time. Just finding that first perfect single to let the world know this is the start of her solo career.”
And while Jennie’s years as a trainee prepared her for nearly every aspect of stardom, nothing could have braced her for the pressure and responsibility that comes with being truly in charge.
“The thing is, even back in the [trainee] days, I was never OK with what other people approved. I would check on every single team like, ‘Can I look at other options?’ ” she recalls. “So I am used to the process, but it’s more of a mental thing. The idea of ‘you’re on your own, make the right decision.’ And sometimes that’s the scariest feeling. Sometimes I wake up like, ‘I don’t want this overwhelming control.’ ”
“Just touched down in L.A.,” Jennie sings on “Mantra,” later noting, “We’ll be 20 minutes late ’cause we had to do an In-N-Out drive-by” — and days after its release, she found herself back in town.
She was there to perform the playful pop hit on Jimmy Kimmel Live! — her solo U.S. TV debut — and it was the first time in a long time she had seen her fans, who gathered en masse for the appearance. “Mantra” “was a good start for her because it [showed the] things people still expect from Jennie — she’s dancing and she’s singing and rapping at the same time,” Columbia vp of A&R Nicole Kim says.
Later that night, it was Jennie’s turn to be a fan: She attended Charli xcx and Troye Sivan’s Sweat Tour and snapped pics with Charli, Sivan and her pal and The Idol co-star Lily-Rose Depp. Jennie made her TV acting debut on the shocking 2023 drama about an aspiring pop star (Depp) and her controversial relationship with a producer (The Weeknd); Jennie’s collaborative single with Depp and The Weeknd, “One of the Girls,” became her first appearance on the Hot 100 under her own name.
Jennie feels “more freedom” in L.A. compared with her native Seoul, saying, “I could definitely go out and eat whenever I want to, wherever I want to,” but adds that the biggest difference between the two cities is who surrounds her. “I learn a lot from people [in L.A.]. It’s a great environment, especially for people in music, to meet people that can inspire you.” (She was back in November for Tyler, The Creator’s Camp Flog Gnaw Carnival, where she made a surprise appearance during Matt Champion’s set to perform their 2024 collaboration, “Slow Motion,” and posed with Doechii backstage. In April, she’ll return to California to make her solo debut at Coachella.)
It’s why, Jennie says, recording most of her album in L.A. was “very intentionally done. I just really wanted to throw myself out there to experience it. [In Seoul], I was so comforted in an easy environment that I created a long time ago, and I didn’t enjoy it. I was like, ‘No, if this is your career and if this is your life, explore and learn.’ I kept telling myself that.”
Alexander McQueen coat, David Koma top and Coperni bottoms.
Songyi Yoon
Jennie had worked with just one producer, acclaimed K-pop veteran Teddy Park, prior to her debut album — so when it came time to build a new creative network in a new city, she says the process was “rough.”
“I struggled a lot in the beginning,” she admits. “A few months, I would say, was just me throwing myself out there, walking into rooms filled with new people. I just had to keep knocking on the door, like, ‘Is this it?’ ‘Is this it?’ and then eventually, we got to a point where I found a good group of people that I linked with, sonically and as friends.” (“Mantra” was co-written by songwriters affiliated with management, recording and publishing company Electric Feel such as Billy Walsh, Jumpa and Claudia Valentina, among others, and was mostly produced by El Guincho, known for his work with Rosalía and Camila Cabello, among other left-of-center pop girls.)
Jennie spent six years as a YG trainee before being placed in a group — the longest of any of Blackpink’s members — and while working on her solo album, she reflected on those early days, especially her individual tastes. Back then, she had time to listen to “so much music,” she recalls. “I can’t explain how much that helped in terms of the beginning era of making this album. I never really had a chance to look back at myself [during Blackpink’s rise], so [this process] was a time to really be like, ‘What was I interested in back then?’ Those times played a big role to get it started.”
So did her childhood. Born in South Korea as Jennie Kim, she recalls her mother playing a lot of ’90s pop music, which she says was “rare” for anyone living in Korea at the time. “She had a big passion for Western culture, too,” Jennie says. “She would be playing Norah Jones and Backstreet Boys … Naturally, I was drawn to R&B and, of course, Korea is known for its K-pop culture. So that was also very familiar. I was just always into the idea of music.” (Jennie says she and her mom still “live super close to each other,” allowing them to see each other often.)
Markgong top
Songyi Yoon
From a young age, Jennie also craved independence. Following a vacation when she was 10 with her mom to Auckland, New Zealand, Jennie spent the next five years there attending school and participating in a homestay with a Korean family. That’s primarily where she learned English and where she ideated her alter ego of Ruby-Jane, inspired by the desire for a middle name like her new friends all had. “I feel like I am great at creating different characters within myself,” she says. “I like that about me.”
These characters, it seems, all come to play on her upcoming debut (along with a few features she’s hesitant to share more on just yet). “I intend to complete myself as Jennie Ruby-Jane, for that to be a whole person, in a way,” she reveals. “You’ll definitely know what I mean once the album drops, but because I’m playing with a lot of different genres and elements — I’m rapping here, I’m singing here, I’m harmonizing here, I’m talking here … The overall sound was me making sure I like every single [song]. I didn’t want to be forced into putting a song onto my album — that’s what I really fought for. And I was lucky to have all these people believe in me and support me so I could get to a level where we were like, ‘Wow. I think we’re ready.’ ”
When it came to her new label, Jennie knew what she wanted in a name: something that looked and sounded pretty, that represented herself and her team — but that wasn’t so specific it would box them in. “I wanted it to be [a name that signifies] we’re open to do anything,” she says. “I didn’t want anyone to label what we were.” OddAtelier, named for the French word for a collaborative workshop or studio, “just made sense,” she says. “Atelier is a place where we create art.”
Still, soon after deciding to launch it in late 2023, Jennie took a look at herself in the mirror and thought, “ ‘Do you realize the choice that you’ve made?’ It was really an all-or-nothing situation,” she says. “I didn’t one day decide I want to make a label for myself. For me, building the relationship with my team, we started dreaming together, naturally. Because a lot of them I’ve worked with for a long time. So when we had a chance to go our individual way, I thought that would be like six years in the future. I didn’t think it would be so soon. So I got the courage to start my independence in life, and every step of the way has been a learning process for me. I’m studying this whole new world. Now that it’s been a year, I can say I’m glad I was brave enough to have started this label. I couldn’t be more proud.”
As for whether she plans to sign other artists to OA, her response makes clear how overwhelming a moment this is: “I’ve been getting this question left and right, and my answer is ‘Please, I am so busy on this album. Let’s not even get my brain on that path just yet,’ ” she says while laughing through a polite sigh.
Chang, OA’s global head of business, met Jennie in 2019, when she was working with YG Entertainment USA handling licensing, merchandising and intellectual property for acts including Blackpink. The two “just hit it off,” Chang says. “We formed this bond, and then from there, we just saw each other every day, and it evolved into managing her stuff along with Blackpink. We went on tour together, and then [in 2023], she was like, ‘Hey, I want to create OA.’
“From the day I met her, I just knew, ‘Wow, this girl is so smart,’ ” Chang continues. “She knows what she wants. She’s ambitious. Our standards for each other are so high. As a solo artist, she’s able to spread her wings a bit more and have more authority over her creative direction and strategy for how she wants to develop into an even bigger global artist.”
Jacquemus dress
Songyi Yoon
The hope is that Jennie will become the Korean pop star to represent the Asian music market — a bit like Bad Bunny does the Spanish-language one. But she and her team couldn’t conquer the world on their own. Chang knew that if the goal was to break even wider in the United States, they would need more resources and experience. “It was just a given,” she says. “We needed to partner with an American label.”
She and Jennie took “a lot” of label meetings in late 2023, but ultimately signed with Columbia for its “proactiveness” and how much the team they met had researched Jennie ahead of time. “Jennie values her roots and heritage more than anyone else, and while she does want to establish herself as a global artist, including in the U.S. market, she also deeply cares about her base and wants to make them proud,” says Kim, who worked at HYBE with acts including BTS prior to joining Columbia. “And I think our team is working really hard to support her in achieving that.” (For additional support, Jeremy Erlich will co-manage alongside OA; as Interscope’s executive vp of business development in the late 2010s, he helped facilitate the conversations between the label and YG that ultimately led to their global partnership and Blackpink signing with Interscope.)
But as the web around Jennie spreads, she remains firmly at its center — and is intent on calling the shots. Jennie attributes that to the woman she calls the “No. 1 boss lady”: her mom. “I don’t even have to look anywhere else. She’s taught me how to be a woman, how to be a boss, how to be myself. She’s my idol,” she gushes.
While coming up in Blackpink, Jennie says she had to learn how to compromise; with her own album, the only person she has to do that with is herself. “It’s a fight between me, myself and I — I’m not easy to convince,” she says. “It’s not easy working with me.” And that’s why Jennie craved this experience: It forced her to look into a metaphorical mirror.
“I needed this. I wanted this,” she says, her tone growing more confident. “The more I get to know myself, the more I try to love myself. I’ve had a time in my life where I didn’t — I had no clue how to do that. I didn’t know who I was. I didn’t know what I was living for. The time where I was feeling clueless. The fact that I’ve moved on from that phase and being so committed to myself, I’m very proud.
“It’s so easy to lose yourself, which is OK,” she continues. “There was also a time where I was feeling lost about ‘K-pop,’ ‘pop music,’ all these labels that I was chasing after … Now that I look back, I just want to tell myself, ‘Maybe enjoy it a little, feeling lost in the struggle, because there will be a time where you don’t even have time to think you’re lost.’ ”
Blackpink’s group chat is ID’d with a simple yet fitting emoji: a family of four. Jennie says her groupmates check in there as often as they can.
“We are all so caught up with life. Obviously, we can’t be calling each other every day,” she says. “Even though we know we can’t see each other so much, it doesn’t really feel any different than all the other years because we know we’re here for each other. They’re literally a phone call away. And at this point, we respect each other’s space so much. So if there’s anything to be happy for, to celebrate, we’re all in it together.”
For the group’s dedicated Blinks, Blackpink’s 2025 reunion, which will include new music and a tour — and follows Rosé’s just-released solo album, a forthcoming album and a role on The White Lotus for Lisa and an acting gig on a forthcoming K-drama and a Dior campaign for Jisoo — is indeed cause for celebration. “I’ve missed the girls. I’ve missed doing tours with them. I miss our silly moments,” Jennie says. “I’m excited to see what everyone brings. You know, everyone took their own journey [during] this time, and I’m excited to share that with the girls. I want to say it’s going to be the most powerful [versions] of ourselves that anyone has seen.”
As Blackpink’s members continue to grow, Chang says the best part of her front-row seat to Jennie’s journey has been seeing her evolution. “People don’t really know, but she’s a very shy, introverted person,” she says, “and seeing her throughout this whole process, I’m just really in awe of how much she’s grown. She put her heart into this.” As Kim recalls, while Jennie was recording her album, there were periods when she would be in sessions every day until six or seven the next morning: “It was surprising to me that she wanted to stay longer and write more. She was really, really passionate. It was inspiring for me to see her working so hard in the studio.”
Annakiki dress
Songyi Yoon
Most of Jennie’s album, as a result, is rooted in deeply personal songwriting about “what I’ve experienced, what I resonate to or what I want in my life. That’s one other thing that’s changed from being in Blackpink, is that I get to say my message in my way.”
And with so much time to reflect — both in and out of the studio — parts of Jennie’s life came into focus for the first time, including the realization that this is her life. Given her fluctuating schedule, she says her body often struggles to catch up or get into a rhythm, but over time, she has become better at prioritizing self-care. Her ideal day off (“Which is rare,” she says) includes morning coffee or tea, Pilates, a sauna or bath, dinner with friends and organizing her home. “That’s healing for me,” she says.
Understandably, she was thinking of such things while getting her hair and makeup done earlier today as she prepared for her Billboard shoot, and they inspired a thought that she shared with her team. “I said if I ever had a chance to tell people that are in their teenage [years] that look up to this job or this world, all I can say from experience is, ‘This is your life — and you have a whole lifetime to live.’ Not the next 10 years, not the next three years. It’s amazing to chase after your dream, but don’t forget to live.”
For now, Jennie is taking her own advice. When asked if her solo debut is the start of a continued solo career, her answer is succinct: “Let’s not put pressure on me. I want to live my present for now, and then let me ease myself into the next thing.”
Has she ever done that before?
“Oh, definitely not,” she says. “Every day has made me into who I am right now.”
This story appears in the Jan. 11, 2025, issue of Billboard.
This year was largely defined by pop stars who rewrote the rules, genre outlaws who succeeded in new territory and a rap beef that gave us a unifying anthem. But throughout the year, a handful of artists were enjoying their own major milestones — ones that not only defined their year, but their career.
From award recognition to chart firsts to major synchs and more, artists including Victoria Monét, Gracie Abrams, Natasha Bedingfield, A. G. Cook, Carín León, and Tems reflect on their defining moments of the year.
Gracie Abrams
Gracie Abrams
Abby Waisler
Last year, every single time I watched The Eras Tour — which was every time I opened — never once did it feel like there was going to be an end. When we were asked to come back, knowing that it would be to close it out, I immediately felt so nostalgic for the experience. Over the past few challenging, strange, scary years, Taylor has been a source of light for people who desperately needed it, and for developing artists, the tour has been an unimaginably significant springboard. For my career, it’s been undeniable. It’s hard to make sense of streaming numbers on your phone — I’m not someone who’s ever really been super tapped into that data — so to track the difference in audience reception quite literally in front of my eyes on The Eras Tour has been mind-blowing. I thought I was hallucinating when I first heard [Swifties] singing my lyrics back.
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What was most exciting about my own headlining tour was that I had made [2024 second album] The Secret of Us with my live show in mind. I’ve had the most fun performing “us.” in particular because on the days I’m not singing it with Taylor, it becomes this duet between all of us onstage and everybody in the crowd. And it was nominated for a Grammy! The whole reason Taylor and I wrote it in the first place was we’d just come off a dinner where she’d very sweetly said we needed to celebrate my first Grammy nomination [for best new artist in 2023]. The full circle of it all is hard for me to wrap my head around.
The Secret of Us has had the most traction out of any of the projects I’ve put out before, and there are milestones that are fun to acknowledge. When “I Love You, I’m Sorry” ended up being the song that took off the most, I felt like it was — not that we needed it — permission to allow acoustic guitar to remain the driving force behind “That’s So True,” which came from the feeling of living with a burning, fiery rage of jealousy. Seeing the life that song is having right now is psychotic to me. The audience’s engagement has only felt stronger as these rooms have continued to, by some miracle, expand. But what I clock as my metric for success is how it feels to create a thing and then sing it with a group of people who resonate with it. I just can’t believe any of it is real.
Natasha Bedingfield
Natasha Bedingfield
Cameron Jordan
Last year, my publisher reached out and I recognized the name [in his pitch]. I was like, “Ah, [filmmaker] Will Gluck! I remember him.” My song “Pocketful of Sunshine” was a big part of his [2010] movie, Easy A. He seems to use my songs in things and they resonate. So when I wrote back [about using “Unwritten” in his new film], I said, “A hundred percent yes.”
I went to the premiere [of Anyone but You], and the actors were like, “They just kept making us sing your song!” I think he made them sing it in every scene. I remember my publisher being like, “They’re really using it a lot.” And they even came back after they edited the movie and said, “We actually want to give you a bit more money because we ended up using the song even more.” We were really blown away by how it was used and how funny it was. There’s a moment where Sydney [Sweeney] is looking up at [Glen Powell’s] butt, singing, “Reaching for something in the distance.” I mean, that’s the kind of humor that I love.
People watched the movie and they left singing the song, and then they filmed themselves singing it and put that up on TikTok. And I got a call from Will saying, “Because the song is trending on TikTok, it’s making more people go see the movie.” So it was this really amazing thing that kind of served each other.
It feels like “Unwritten” has been one of the songs of the year. I feel really touched by this, and I couldn’t have anticipated it. Last year, I was thinking, “We need to do something for the [20th] anniversary! Let’s celebrate. Let’s put music out.” And then this happened without me. It was outside of my control, and it’s just been wilder than I could have imagined.
I think it’s everyone’s song, but nobody knew that until Anyone but You. What’s so poetic about this is that “Unwritten” itself is a song that’s changing and growing, and the story about it is evolving. When I was writing it, we imagined the arenas and the stadiums and the crowd singing it. And when we were producing it, I remember being like, “How do we pick sounds that aren’t going to be dated?” “Unwritten” is like my baby, and I hope it keeps shape-shifting.
A. G. Cook
A.G. Cook
Henry Redcliffe
Charli and I were talking about doing remixes almost from the beginning. I was really pushing this notion that I have about music in general in the post-streaming era. I like that music doesn’t have to completely end at the album release; the masters that get uploaded to streaming aren’t necessarily the final version.
What’s been so nice about brat is that even the way it was rolled out, the Boiler Room set happening early on and so forth, it’s holistically been about there being different versions. We’d sometimes even talk about remixes while working on the tracks themselves. There was always this notion that at some point, there would be a high-effort extension of the album. Thematically, brat is so interesting in how it is pure Charli, not using features. But obviously there’s all that energy building up for actual collaborations to happen. We knew while making it that if we wanted to collaborate, that would go on the remix album, but we’d also give collaborators agency to make songs even more in their image.
The original tracks were operating in real time, so it was no surprise that the remix album just continued that experience [by reflecting on] those months [after brat’s release]. The confessional nature of brat also provoked a lot of the remix collaborators to match that. Especially the [“Girl, so confusing” remix with Lorde], because it was conceived right as the album came out. That set the tone for the remixes to be actual conversations.
For [the “Mean girls” remix with Julian Casablancas], we wanted to make sure he could really make it his own, that it wasn’t just “Julian’s going to jump on for a verse.” That would have felt wrong for everyone. Charli and I wanted to demonstrate, like, “We’re not precious. We’re fine to dismantle it.” There are some remixes that didn’t happen simply because we sent it to people and they didn’t know where to start or were uncomfortable making a completely different genre. But the “Mean girls” remix is a good example of making sure it didn’t just feel like a feature, but an amalgamation that would then challenge Charli and I to also put ourselves on it.
The original songs are as clubby as DJs want to make them, or not. There’s so much ammo in brat, so many intriguing moments that could be looped, taken apart. I’ve already heard people do so many of their own remixes. There are funny ones where Charli is interviewed and is like, “Yeah, I love dance music, but I don’t really like drum’n’bass.” Then there’ll be like 10 drum’n’bass remixes, almost as like a “f–k you.” I think that’s the most fun part.
Carín León
Carin León
Carlos Ruiz
Being at the Grand Ole Opry was culturally very significant. As a Latino, as a Mexican, as a fan of country music, to go to the capital of country and play inside the temple of country music meant a lot to me. I think we made our mark.
I’ve always been close to country music, listening to Johnny Cash, George Strait and the newer generation of artists who are so good and are breaking parameters and doing things differently, just as we are with Mexican music. I love what artists like Luke Combs and Post Malone are doing, but if I had to choose a single country act, it would be the great Chris Stapleton. He’s given us a lot of love.
In fact, the last time we performed in the South, we sang “Tennessee Whiskey,” and I said, “Respectfully, for me, the best country singer, technically and artistically speaking, is Chris Stapleton.” Then we realized his wife was there, and she got up and came to the stage to see us. It made me realize music really has no borders. We have a country project set for next year, mostly in English, with a lot of collaborations.
We’ve been making other inroads with country music this year, and one day my manager, Jorge Juárez, and I were on a flight and he said, “We’ve just been confirmed for the Grand Ole Opry.” As if this was normal. My first words were “You’re kidding me!” Because I know how hard it is to play there. Many American artists never get to do it. It felt like confirming the biggest stadium ever.
It was the culmination of all those dreams I had as a kid of playing in a mythical and legendary space. Playing there allowed me to be me and to be that person that since childhood has loved country music, especially because our Mexican music is so influenced by country. I think it’s the only place where I’ve cried onstage. It’s something money can’t buy — and a memory I’ll take with me till the day I die.
Victoria Monét
Victoria Monét
Dalvin Adams
I really liked the process of getting into the Grammys. I was doing a lot of prep physically, like watching my food intake, lots of workouts. A really special moment happened where I took [my daughter] Hazel with me to a fitting with Versace. It was my daughter’s first time on a red carpet, and she [was going to] be matching with me. Versace allowed us to pick a specific brown and bring that theme of [my album] Jaguar to life.
[Winning the best new artist Grammy] was one of the biggest goals that I had for the year. You know how much it takes to get recognition in this industry or bring a vision to life and what kind of marketing it took to get there, what kind of focus and dedication and sacrifice. [But I have this] yin-yang mentality like, although this means the world to me and I appreciate it, I can’t make it my be-all and end-all to determine whether or not I’m good — because the other [nominees] were also amazing and they didn’t get it, and they’re going on with their lives and doing amazing, incredible things.
I have [my Grammys] on a banister upstairs; it’s kind of become an awards banister. There are a few plaques there and a framed tweet about the Grammys that I tweeted in 2015, almost like a manifestation. It puts a pep in your step to know that you did the right thing, but also you have so much more work to do, so just keep going and remain grounded and know that all of these things are a blessing.
You want to continue to do what you love even if the accolades don’t ever come again. There were many years where I thought I was great and I didn’t have those awards on my banister. It was just knowing, because of my work ethic, greatness comes that way. And when the recognition and attention come, you want to make sure that doesn’t become your driving force. Those are extras, but it does feel really nice.
Tems
Tems
Adrienne Raquel
Once I have a vision, I’m always trying to do everything to put my vision in place. But that can also sometimes turn into perfectionism, which I learned to let go of while [making my debut album, Born in the Wild]. You [have to] be as authentic as possible and allow yourself to flow in the music — letting go of anything that you think you’re supposed to do, be or show.
I’m not thinking too much about genres or rules: “Oh, you have to make Afrobeats.” My “why” is different. My “why” is to release my thoughts. It’s an honor to be able to make music that you want to make and for people to be able to connect to it — and for someone to recognize that is also really great.
[At Coachella], Wizkid was around and we asked him if he’d come out [to perform “Essence”], and he was really down. Justin [Bieber] happened to also be around. He hit me up that morning and said he’s down to come out if I needed him. And I was like, “Yes!” It was amazing. Everybody was going crazy. The crowd was screaming, the floor was shaking. It was a vibe, like a huge party.
[In November], we had just arrived at midnight in Melbourne, Australia, so I wasn’t thinking too much about the Grammys. I was extremely tired, so I went to bed hoping to get a little bit of rest before my show the next day. Around 5 a.m., my phone started vibrating on my bed. It’s calls and people shouting, “Oh, my God. Congrats!” I’m like, “Bro, what’s going on?” They’re like, “Bro, three Grammy nominations!” It was worth being woken up for, especially for the people that have worked on this album — not just me, but my friend and my producer [GuiltyBeatz], [and] Spax, [who] also engineered it.
There are so many people that worked sleepless nights and really did their best to help me out, and it’s beautiful to see them have the recognition. All it takes is a Grammy-nominated project that you were a part of for your life to change. That’s what I really care about the most.
This story appears in the Dec. 14, 2024, issue of Billboard.
“For ‘A Bar Song’ to still be doing what it’s doing is insane,” an awestruck Shaboozey told Billboard in November about his breakout song’s then-16-week-long run atop the Billboard Hot 100. “[It’s] crazy how much the song carried on its own. We don’t even do anything and it’s like, ‘Hey, you’re aiming for a 17th week now!’ ”
Of course, monthslong No. 1 smashes don’t just happen on their own — but “A Bar Song (Tipsy),” which has achieved 19 weeks at No. 1, wasn’t the only country single to reach the peak this year. Between Post Malone’s Morgan Wallen-assisted “I Had Some Help,” Beyoncé’s “Texas Hold ’Em” and Wallen’s own “Love Somebody,” country has topped Billboard’s all-genre singles chart more than any other genre this year. Shaboozey’s and Post Malone’s smashes are the only 2024 releases to log more than three weeks atop the chart — a notable feat, considering that the former is a country newcomer and the latter is a pop/hip-hop crossover star.
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“I Had Some Help,” which arrived in April and debuted atop the Hot 100, marked the first major release of Post Malone’s country music foray, which Grammy Award-nominated producer Louis Bell describes as a “natural transition” from the singer-songwriter space of the artist’s 2023 Austin album. “We want each project to flow into the next,” he tells Billboard.
Posty’s pop-country jam started with massive streams and sales, perfectly setting the stage for the arrival of the album F-1 Trillion, which opened in the penthouse of the Billboard 200 (dated Aug. 31) with 250,000 units, according to Luminate. All 18 songs from the album’s standard edition reached the Hot 100, including 15 collaborations with country powerhouses like Dolly Parton, Brad Paisley and Chris Stapleton — a testament to the Nashville goodwill that the Grammy-nominated pop star had accrued during his formal entry into the country space.
Historically, country music has been vigilant about newcomers immersing themselves in the genre’s roots, and Post got his boots dirty to prove his bona fides. He and Bell, who co-produced every track on F-1 Trillion, began working on it in November 2023 in Nashville right before the Country Music Association (CMA) Awards — foreshadowing the four nods that “I Had Some Help” would earn at the awards show the following year.
The two collaborators worked on the first few songs of the F-1 Trillion sessions with country superstar Luke Combs. “Post started saying that it [made] sense to collaborate on a lot of these records because he wanted to show Nashville how much he loves country and shine a light on the people who are in the city that inspired him,” Bell explains. “That was always the vision from the top down.” By inviting Nashville heavyweights such as Tim McGraw to collaborate in person, Post made sure that “word spread pretty quickly of how legitimate [he] was and how much he knew about the genre.”
To fully transition into the new style, he and Bell also implemented a new approach to their creative process: mulling over stories and concepts at the onset of a session instead of building out beats and melodies they had already been tinkering with.
The month before “I Had Some Help,” Post covered Hank Williams at Nashville’s iconic Ryman Auditorium, and in the months following the song’s release, he performed his first songwriter’s round at the Bluebird Cafe, played a set of classic country covers at Stagecoach 2024, made his Grand Ole Opry debut and brought out Blake Shelton as a surprise guest at his first-ever stadium show.
While Posty had to overcome his pop profile in his quest for crossover success, Shaboozey, a newcomer to the mainstream, had to establish who he was. “A Bar Song (Tipsy)” served as the fourth single — but was the first to get a radio push — from his third studio album, Where I’ve Been Isn’t Where I’m Going, which topped the Folk Albums and Independent Albums charts. With no major country collaborators, Shaboozey’s project didn’t come with the overt approval of the Nashville establishment — but it did arrive on the back of two appearances on Beyoncé’s Cowboy Carter in March, helping to spur eye-popping early consumption for “A Bar Song (Tipsy),” now nominated three times over at the 2025 Grammys ceremony.
“It was a bit of a fast and furious [situation],” says Heather Vassar, EMPIRE senior vp of operations, Nashville. Country radio programmers “were already familiar with Shaboozey’s name, but we had a very global, multiformat approach. When we decided to launch at country radio, we made sure they understood him and the whole project. The more authentic conversations we had, the more receptive they’ve become, and they’ve been incredible.”
Harnessing the power of his interpolation of J-Kwon’s 2004 Hot 100 No. 2 hip-hop smash, “Tipsy,” Shaboozey was able to expand the reach of “A Bar Song (Tipsy)” and tap into more diverse segments of country’s listenership. The track’s whistling instrumentation kept it squarely in the country genre, while its rap-sung flow and Birkin name-check kept it accessible for hip-hop and top 40 audiences — and those who had been newly corralled into the post-Cowboy Carter country wave. Shaboozey also made his Nashville rounds, playing The Nashville East and Spotify House at CMA Fest.
“The beauty of our country ecosystem — outside of select playlists — is that genre lines have been less of a concern,” Spotify country editor Claire Heinichen says. “Pop-country was the dominant subgenre for most of the 2010s. We knew the audience would really resonate with [these] songs. The data spoke for itself.”
It will be difficult for country songs to replicate the Hot 100 dominance of “I Had Some Help” and “A Bar Song (Tipsy)” without the boost of 2024’s larger paradigm shift. Yet Posty’s emphasis on adhering to country traditionalism and Shaboozey’s plays to more underserved country music listeners provide equally strong blueprints for future crossover hits.
This story appears in the Dec. 14, 2024, issue of Billboard.
Prior to 2024, Sabrina Carpenter had spent most of her career trying to score a crossover pop hit. Following her years as a Disney Channel star and recording artist on the Disney-owned Hollywood Records in the 2010s, she transitioned from younger-skewing tunes to pop that targeted adult listeners; her 2022 album, Emails I Can’t Send, didn’t produce any hits upon its release, but the album’s “Nonsense” belatedly turned into a viral smash, and “Feather,” from its deluxe edition, became Carpenter’s first top 40 entry on the Billboard Hot 100, peaking at No. 21.
Those singles hinted at a breakthrough moment for Carpenter — and in 2024, the floodgates opened. She earned her first No. 1 on the Billboard 200 with her sixth album, Short n’ Sweet; headlined her first arena shows; and earned her first Grammy nominations, including in album, record and song of the year and best new artist. Yet the songs that became her sought-after smashes weren’t just her first Hot 100 top 10s — they remained in the upper tier for long enough to make chart history.
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From the Hot 100 charts dated Sept. 7 through Oct. 26, Carpenter boasted three songs — “Espresso,” “Please Please Please” and “Taste” — in the top 10, making her the first artist this decade to score a run of as many as eight weeks with at least three simultaneous top 10s on the chart. Although a few artists, including 50 Cent and Drake, have juggled three songs in the top 10 for more than eight weeks, only Carpenter, The Beatles and Justin Bieber have done so as solo-billed acts. And Carpenter now owns the longest such streak among women, surpassing Cardi B, who had three concurrent top 10s for four weeks in 2018.
Alex Tear, vp of music programming at SiriusXM and Pandora, says that, between a significant longtime fan base and the momentum leading up to 2024, Carpenter was always primed for a major year. “The audience appetite is amazing,” he says. “She really came into focus with the masses, but she had her Disney audience. When she was on Hollywood Records 10 years ago, she was grinding, she had a loyal following, she had a great presence and she was strong onstage.”
While songs like “Nonsense” and “Feather” didn’t become inescapable, both turned into slow-growing hits that introduced Carpenter’s melodic instincts and tongue-in-cheek wordplay to radio listeners and swelling audiences. Before “Espresso” made its live debut at Coachella, for instance, fans flocked to see how Carpenter was going to end “Nonsense” during her set, since she had been flooding TikTok feeds with her customized, often R-rated outros in concert.
“Her musicality and personality blow me away every time that we work together,” Amy Allen, who co-wrote every song on Short n’ Sweet (and is now nominated for the songwriter of the year, non-classical Grammy), told Billboard in August. Island Records vp of A&R Jackie Winkler told Billboard earlier this year, “At the core, the music Sabrina makes is perfectly reflective of who she is as a person, and all the quirks and character are what give her such a strong musical identity.”
That identity was on full display with “Espresso,” which zoomed into the top 10 upon its April release and peaked at No. 3, and continued with “Please Please Please,” which became Carpenter’s first Hot 100 chart-topper in June. When Short n’ Sweet arrived in August, opener “Taste” was positioned as an immediate standout (with a music video co-starring Jenna Ortega) and has climbed to No. 2.
Tear notes that the timing of those releases helped let each one breathe as a focus track and gave listeners time to latch onto their hooks before Carpenter presented another mainstream offering. And as the songs lingered in the top 10 for weeks, their respective sounds — with “Espresso” as her summer-ready synth-pop confection, “Please Please Please” her glittery alt-country riff and “Taste” her guitar-heavy ’80s pop anthem — were different enough to help her avoid oversaturation on streaming playlists and in radio blocks.
“Espresso” and “Please Please Please” have both topped the Pop Airplay chart, while “Taste” is still climbing, peaking at No. 3 so far. “Pop channels can kill a song by playing it over and over again,” Tear says. “I really like the fact that we have multiple choices that are very popular with our audience, that we can alternate with, therefore diminishing burn [and] giving a better variety of Sabrina.”
The trio of singles settled into the top 10 of the Hot 100 just as Carpenter kicked off her Short n’ Sweet tour in September, performing all three hits to arena audiences and reposting fan videos from the shows. And multiple hits were highlighted when the Grammy nominations were announced Nov. 8: “Espresso” scored a record of the year nod while “Please Please Please” will compete for song of the year.
The 2025 Grammys ceremony will showcase Carpenter’s immense 2024, but don’t expect her run of hits to dry up as the calendar flips. As the Short n’ Sweet tour is set to continue in Europe in March, “Bed Chem,” a sensual rhythmic pop track from the album, may also reach a new Hot 100 peak, as the song has climbed to No. 30 on the chart.
“I don’t know how many albums come out where you can go, ‘OK, this is five or six [hits] deep,’ ” Tear says. “It’s not going anywhere.”
This story appears in the Dec. 14, 2024, issue of Billboard.
A 67-year-old billionaire adopting a pop culture catchphrase should be cringe-worthy — but for Drake, it was a reminder of the ubiquity of Kendrick Lamar.
After Drake disparaged NBA star DeMar DeRozan, who had previously played for his beloved Toronto Raptors, Vivek Ranadivé (the owner of DeRozan’s current team, the Sacramento Kings) fired back at Drake in defense of his forward. While sitting courtside for a November contest between the Kings and the Raptors, Ranadivé donned a black T-shirt with four words emblazoned across his chest: “They Not Like Us.”
Count Ranadivé among the Lamar fans who have puffed out their chests since the Compton, Calif., rapper served up “Not Like Us,” the game-winning shot in his feud with Drake, on May 6. And while hip-hop purists would’ve bet on Drake as the one to walk away from a battle with a hit record, it was K. Dot who flipped the script on the Toronto rap deity.
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The OVO honcho attempted to land a direct hit of his own with the three-part blitz “Family Matters,” but Lamar didn’t even give the track a chance to breathe as he followed up 30 minutes later with the diabolical “Meet the Grahams.” Smothering “Family Matters” shrewdly allowed K. Dot to clear the lane and counter with “Not Like Us.” On the latter track, Lamar used producer Mustard’s Cali bounce to peel back the layers of Drake’s cultural identity while repeatedly accusing him of pedophilia.
In response, Drake could only muster up an addition to Lamar’s “The Heart” song series with “The Heart Pt. 6,” which found him losing his footing and backpedaling to the defensive. And when the dust settled, the consensus was clear: Lamar had emerged as the champ. Not only was “Not Like Us” a knockout blow, but a pro-Black Los Angeles anthem that is now cemented into rap battle lore alongside classic West Coast dis tracks like Ice Cube’s “No Vaseline” and 2Pac’s “Hit Em Up.”
“When I was growing up, I watched 2Pac, ‘California Love,’ Dr. Dre, Snoop [Dogg], the Death Row days,” Mustard told Billboard in October. “It’s like being a part of that again, but in this day and age.”
While Drake has been one of pop music’s architects — collecting 338 Billboard Hot 100 entries to Lamar’s 87 — K. Dot won the rap charts battle when “Euphoria” (No. 3) and “Not Like Us” (No. 1) became the only dis tracks in the feud to reach the Hot 100’s top five. “Not Like Us” not only debuted atop the chart but also set a record on Hot Rap Songs: 25 weeks at No. 1 through Nov. 23.
“That’s hard to ignore, especially when you’re evaluating an artist who’s taken pride in being so much bigger than everyone else based on his numbers,” Spotify head of urban music/creative director Carl Chery says of Lamar besting Drake. “There were moments where it felt like Drake had the advantage, but in hindsight, Kendrick was ahead every step of the way and his win feels more decisive every day.”
In retrospect, March 29, 2024, was a seminal date in rap history. Lamar chose violence with a show-stealing assist on “Like That,” the centerpiece of Future and Metro Boomin’s collaborative album We Don’t Trust You. On the track, Lamar responds to a line from J. Cole and Drake’s 2023 collaboration, “First Person Shooter,” on which Cole questions who’s leading rap’s “Big Three”: “Is it K. Dot? Is it Aubrey? Or me?” On “Like That,” Lamar defiantly replies: “Motherf–k the Big Three, n—a, it’s just big me.”
“Like That” launched at No. 1 on the Hot 100, and Lamar’s guest verse shook the tectonic plates of hip-hop. Cole dipped his toes into the feud before bowing out with a public apology onstage at his Dreamville Festival in May — leaving Drake to fight for himself.
Far before Lamar and Drake were ever dubbed part of rap’s Big Three, their paths were intertwined near the start of their careers. The titans traded verses on each other’s Take Care and good kid, m.A.A.d city albums, and Drizzy brought Lamar on the road as an opener on his 2012 Club Paradise Tour. Things turned icy the next year when Lamar put the entire rap game on blast with his maniacal verse on Big Sean’s “Control.” And while their feud was mostly dormant ever since, “First Person Shooter” poked the bear — and Lamar returned battle-ready.
Through the first weekend of May alone, Drake and Lamar exchanged haymakers at a relentless pace, dropping a collective eight dis tracks in total — all of which highlight their opposite backgrounds. Drake, who is biracial and from Toronto, was a child actor before becoming rap’s pop-leaning hit-maker. K. Dot, a Compton native with a Dr. Dre co-sign, quickly emerged as one of rap’s storytelling savants, with a penchant for illustrating the distressing Black experience in America.
“A lot of fans assumed that Kendrick is a slow writer because he took a five-year break between [2017 album] DAMN. and [2022’s] Mr. Morale & The Big Steppers, so I think people were shocked to see him release four songs in five days,” Chery says. “I don’t think we’ll ever see such a high-stakes battle unfold this way ever again.”
50 Cent, an artist well-versed in rap beef, thinks the back-and-forth was “good for hip-hop” by forcing both artists to become more prolific. “It was about the lyrics, but that s–t was on a different level,” he said in an October Billboard interview. “The f–king [good kid, m.A.A.d city] car in the [“Family Matters”] video — that shit was a mystery. Everything was tied to something.”
Chery also credits Lamar’s shrewd strategy and instincts as what got the better of Drake. “I think Kendrick won because his strategy was arguably better than his music,” he says. “[Lamar] predicted the way the battle was going to play out on ‘Euphoria’ and ‘6:16 in L.A.’ He also gave Drake a taste of his own medicine [by releasing] back-to-back dis songs twice.”
And not only was his strategy better, but it was built to last. Lamar’s music zeitgeist has carried momentum all year long: In September, it was announced that he would headline the Super Bowl LIX halftime show in February 2025. By November, “Not Like Us” had yet to depart the Hot 100’s top 20 since its release, Lamar scored five Grammy nominations for the upcoming 67th annual awards ceremony and he capped off his banner campaign with the surprise release of his GNX album on Nov. 22. Just days later, Billboard reported that Drake filed legal documents alleging Universal Music Group and Spotify had conspired to “artificially inflate the popularity” of “Not Like Us.”
But consumption aside, “Not Like Us” has transcended traditional popularity: Snoop credited Lamar with unifying the West Coast during Lamar’s The Pop Out: Ken & Friends concert on Juneteenth at the Kia Forum in Inglewood, Calif. The hit even permeated different alleys of pop culture, adopted by the Los Angeles Dodgers on their journey to winning the 2024 World Series.
“The song took on a life of its own beyond the battle,” Chery says. “You saw viral clips of kids dancing to it at bat mitzvahs. The U.S. basketball team played it after every win during the Summer Olympics. It’s weirdly become universal. Almost everyone can identify with representing a specific idea and feeling like someone else represents the antithesis of who they are.”
This story appears in the Dec. 14, 2024, issue of Billboard.
At the start of 2024, Chappell Roan was a rising pop singer-songwriter with a core but mighty following. She had released her debut solo album, The Rise and Fall of a Midwest Princess, in September 2023 to critical appreciation but not much commercial fanfare. By February, she kicked off Olivia Rodrigo’s North American arena tour as its opening act and soon after booked a few appearances at the biggest U.S. music festivals including Bonnaroo and Lollapalooza, mostly on afternoon side stages.
Yet the April release of her stand-alone single, “Good Luck, Babe!,” coincided with Roan’s album flying into the top 10 of the Billboard 200 as her back catalog quickly populated the Billboard Hot 100. By the time of her previously booked festival gigs, her name had become synonymous with pop stardom — and she used each set to prove why, showcasing her undeniable stage presence and audacious wardrobe at every stop.
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Apparently, behind the scenes, Roan was just as astonished. “In the moment, it was all so fast that we didn’t even get a chance to talk about what the f–k was going on,” says Roan’s stylist, Genesis Webb, with a laugh. “We were so focused on moving to the next thing that we didn’t have a moment to process.”
Chappell Roan’s “Eat Me” outfit at Coachella in April.
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By July, when the organizers for Chicago’s Lollapalooza witnessed her outsize crowds at festivals like Governors Ball and Boston Calling, they met to hastily figure out how to accommodate the throng of fans Roan would inevitably assemble at their own event. “It became a safety concern more than anything else,” says Huston Powell, a promoter at C3 Presents, the company responsible for booking the iconic Chicago festival. “There’s an egress-ingress point to the left of the stage that she was going to be playing, and we knew that the number of people wanting to see her could cause a massive traffic jam on that hill. On the main stages, we had a layout that could handle more people with more barricading, so we decided to move her set.”
Ultimately, Roan’s Lollapalooza performance broke an attendance record for the largest day crowd ever seen in the event’s 30-plus-year history — without a headline billing. And while Powell can’t offer a specific number of people in the audience for the star’s headline-making set, he can confirm what he saw with his own eyes. “There were at least three or four other acts playing at the same time, and the crowd is usually somewhat evenly split between the stages. But just by the sheer appearance, looking around at the number of people in the park and the people you could eyeball at other stages, the vast majority were watching Chappell’s set. We anticipated it would be big, but this completely exceeded expectations.”
Dan Nigro, Roan’s producer-collaborator, explained to Billboard in June that her path to the center of the cultural zeitgeist proved that nothing is more powerful in the industry than good buzz.
“The fact that she’s so phenomenal live means people are finally able to see in real time how good she is. That then becomes this word-of-mouth thing, and it’s wonderful to see her have such old-school success,” he said. “She’s so good at what she does that the system is working again. It really is that simple.”
Her wrestling outfit at Lollapalooza.
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Roan herself told Billboard in 2022 that her career lives and dies by the success of her live performances. “If I’ve learned anything, it’s that the live show is where the heartbeat of the project is,” she said. “Luckily, it’s my favorite part of what I do.”
Part of her runaway success on the festival circuit came largely thanks to Roan’s maximalist costuming, a running feature along her path to pop stardom. When she started headlining her own tours in 2023 — following the release of her now-Grammy-nominated debut album — Roan decided to create themes for every show, encouraging fans to dress up along with her. Webb says they kept that trend going for Roan’s festival performances, commissioning eye-catching, distinct costumes for every gig. “I think we did 16 different looks all told for these festivals,” she says.
Whether Roan was dressed as a giant pink butterfly at Coachella (in a loving tribute to Deee-Lite’s Lady Miss Kier), the Statue of Liberty at Governors Ball or a professional wrestler at Lollapalooza, she thrived when embracing the outsize nature of her job, creating headlines around her phenomenal costuming and anticipation for what would come next. Webb points out that it’s a tried-and-true method for pop stars, with artists like Lady Gaga and Katy Perry building their own fame with dazzling outfits at the outset of their careers.
“I think it’s the zeitgeist of it all — it’s knowing that this is supposed to be fun,” she says. “It felt like there hadn’t been a pop star in a really long time to have people wanting to see a live-performance look as much as they do with her.”
Her Statue of Liberty costume at Governors Ball in June.
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With that anticipation came unprecedented crowds. Powell saw the numbers Roan drew at Boston Calling and Coachella, which helped his team plan ahead. When an act dropped out the weekend before Austin City Limits in September, C3 Presents promoter Amy Corbin says the festival seized the opportunity to place Roan’s performance on its main stage as well. “When it happens, we look at ways to adjust programming to ensure we are delivering the best fan and artist experience,” Corbin tells Billboard. For the second time this year, Roan’s set drew “the largest crowds in the sunset slot in ACL Fest history,” she says.
Roan’s festival season has since ignited conversations in the live industry about how to recapture the energy that she — and her fans — brought. “We’re all trying to find the next Chappell Roan,” Powell says. “I think sometimes bands worry about what time of day they play and where they play — but if anything, this showed that if you’re hot enough, audiences will come no matter what.”
This story appears in the Dec. 14, 2024, issue of Billboard.
“The reason I love electronic music and clubs and DJs so much is that everything is endless,” Charli xcx told Billboard in her July cover story. Fittingly, the veteran pop artist got her start in London’s rave scene over a decade ago and, across five albums, developed a faithful cult following. But it was her sixth album, brat, and its yearlong rollout, that shifted perception — and expanded her fandom.
Beginning with her record-breaking Boiler Room warehouse set in February, Charli let demand slowly build before the June release of brat, which was met with critical acclaim and became her highest-charting title on the Billboard 200, entering at No. 3 and collecting 82,000 equivalent album units in its first week, according to Luminate. In the following months, the internet deemed the season “Brat Summer” as Charli became even more omnipresent and brat started to shape-shift.
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Soon after brat’s release, Charli dropped a surprise remix of standout song “Girl, so confusing” featuring its subject: Lorde. The drop hinted at more to come, and in August the “Guess” remix featuring Billie Eilish arrived — and soon became the highest-charting song from brat, peaking at No. 12 on the Billboard Hot 100. Brat Summer soon turned into Brat Fall with the September kickoff of her co-headlining Sweat Tour with Troye Sivan, during which Charli released a full-fledged remix album titled Brat and it’s completely different but also still brat.
Every song was reimagined and featured at least one special guest, including Robyn and Yung Lean (“360”), Ariana Grande (“Sympathy Is a Knife”), Bon Iver (“I Think About It All the Time”) and Sivan on “Talk Talk,” which closed each night of their tour. To celebrate the release of the remix album, a larger-than-life “sonic sculpture” was unveiled at New York’s open-air Storm King Art Center, juxtaposing its lime green walls against the browning colors of the surrounding grass and trees.
By November, brat earned Charli seven Grammy nominations — including for album and record of the year (“360”) — and she ended the month by pulling double duty as host and musical guest on Saturday Night Live. She closed the year by announcing a few 2025 solo arena dates, as well as a headlining set at Primavera Sound in Barcelona and a main-stage booking at Coachella. The word “brat” was even named word of the year by the Collins English Dictionary.
As for what’s still ahead, her management team reveals that all of 2025 is already planned out. For an artist like Charli, who has “always operated three steps ahead,” as Twiggy Rowley, a member of her management team, previously told Billboard, the blueprints for Brat Winter and Brat Spring have indeed been laid — and will lead right back to where it all began, with no end in sight. Just as Charli always wanted.
And yet, as Charli said while speaking to the audience at a May screening of her “360” music video, “It’s hard being ahead.” Her longtime creative director, Imogene Strauss, agrees, telling Billboard in June: “I think this is very true. Doing things first almost never means you’re going to be the biggest or most famous. Being the reference means you have to make choices that go against the status quo.”
Still, Charli and her team have managed to sustain the momentum surrounding brat for months — and make it look easy. And while her previous output has earned critical love, she and her team’s lockstep moves in 2024 have actually helped her become both one of the biggest and most famous pop stars of the year.
“Going into this album, Charli had written a 20-page manifesto for the core team,” recalls Brandon Davis, executive vp/co-head of pop A&R at Atlantic. “So much of what you saw throughout the campaign was conceptualized many months prior by her. She’s a genius. The look, the feel, the sound, the art, the fashion — it was all there and all Charli.”
Because of that precision, her team was able to build “key campaign moments” based on her vision. “Where things got a bit spontaneous,” Davis continues, “was what happened next.”
He cites the “brat wall” as the best example of inspiring “massive cultural moments” that the team then had the challenge of amplifying. Over the summer, a wall in Brooklyn was painted brat green and communicated different messages and updates about the album, all of which were written and broadcast live for fans gathering in person and watching on social media. Soon enough, cities around the world from San Francisco to Brisbane, Australia, enacted walls of their own.
Davis also mentions the “brat generator,” an online tool that lets users customize their own brat album cover-inspired images, as helping boost the album’s cultural cachet. Once the team realized how widely the tool was being used, they mobilized to create multiple versions of the generator for each version of brat and, eventually, for the Sweat Tour as well.
As expected, the tour had brattiness coursing through it, with Strauss previously telling Billboard it was “an interesting morphing, shifting thing” because of how the album itself evolved throughout the trek. The list of potential surprise guests grew, too: At Madison Square Garden, Lorde joined Charli for their “Girl, so confusing” remix, and at Los Angeles’ Kia Forum, Kesha performed her version of “Spring breakers” (off the deluxe Brat and it’s the same but there’s three more songs so it’s not), which arrived as a surprise release days after Brat and it’s completely different but also still brat.
“So much of this rollout was planned, but sometimes it was not,” Charli previously told Billboard, speaking of her “Girl, so confusing” remix with Lorde, which took just three days to arrange. As Davis reveals, “There was a moment where we weren’t even sure if the song would make it out on all [digital service providers] in time.”
Charli’s management team, led by Brandon Creed with Rowley and Sam Pringle, say the brat remixes are a perfect example of how quickly she moved following the release of the original album. While Charli always planned on releasing a remix set, no one anticipated how much momentum her collaboration with Lorde, which charted at No. 63 on the Hot 100, would inject into the campaign. And ever since, Charli has kept illustrating how being nimble is crucial to the “endless” release cycle she always wanted.
“It was a total balancing act of strategy and real-time decisions,” Charli’s management team shared in a joint statement to Billboard. “The entire brat campaign exemplifies perfectly when an artist and their team are locked in and able to amplify, magnify and pivot with all decisions.”
“I think the key fundamental was to always be watching, always be nimble and always stay close to Charli,” Davis adds. “She knows herself, and her fans, best.”
As for what will come next, that’s for Charli to know and fans to find out. How very brat.
This story appears in the Dec. 14, 2024, issue of Billboard.