Music Icons... or Marketing Icons?

What makes an artist famous? The talent.... or the brilliant marketing strategies behind album releases and tours? Let's chat about some of 2024's top artists and how they got there

The music industry has always thrived on creativity and innovation, especially in how artists connect with their audiences. With digital marketing and social media, artists today don’t just release music—they craft immersive experiences that bring fans into their world, creating loyal communities. So here, we will explore how Charlie XCX, Sabrina Carpenter, Kendrick VS Drake, and Tate McRae have leveraged marketing strategies to amplify their music and skyrocket lasting connections with fans.

1. Charlie XCX - The Experimenter

   Charlie XCX is known for embracing a DIY, almost guerrilla-style approach to music marketing. Her authenticity and willingness to experiment have allowed her to cultivate a deeply loyal fan base and position herself as an avant-garde pop star.

   
   

   Crowdsourced Content: During her album how i’m feeling now, Charlie turned to her fans to help create the album under lockdown conditions, allowing them to participate in the song creation and music video development. This collaborative approach not only gave fans a feeling of ownership but also drove consistent engagement on her platforms.

   Social Media Growth: Since the how i’m feeling now release, Charlie XCX's Instagram engagement rate increased by 20% due to her active involvement with fans, who became evangelists of her unique brand. Additionally, she saw a 30% follower growth on TikTok, a platform she used to showcase snippets of unreleased tracks and behind-the-scenes content.

   
   

   This artist took 'Less is more' and ran with it. Not only creating a culture for people to feel a part of, but cultivating an entire movement (aka Brat Summer).

2. Sabrina Carpenter - The Sweetheart

   Sabrina Carpenter has successfully grown her fan base by crafting an authentic, relatable, and approachable persona. Her transparency and connection with fans have made her a favorite on social media, especially among Gen Z. In addition to her Gen Z buzz, she uses the momentum of breaking away from the Disney title she's had attached to her career, showing she isn't this 'can't say a cuss word' 'no bad headlines' girl anymore, she's a grown woman. She even changes lyrics when preforming live on tour, to cater to the audiences' location (how sweet).

   
   

   TikTok for Transparency: Sabrina has been open about her struggles, inspirations, and processes on TikTok, inviting fans into her life and career in a way that feels genuine. Her hashtag challenges and viral audio clips have also made her a popular presence on the platform, increasing engagement and followers rapidly.

   
   

   Engagement Metrics: Sabrina’s follower count on TikTok doubled during her album emails i can’t send promotion in 2023. Her relatable content, such as discussing her creative process or sharing funny behind-the-scenes moments, led to a 25% rise in engagement on her videos.

   
   

3. Tate Mcrae - The Triple T-Threat

   Tate McRae skyrocketed to fame through her savvy use of TikTok, where she shares short, emotional song clips that resonate deeply with her audience. Her raw, relatable lyrics about love and heartbreak hit home with fans, sparking a viral sensation around her music. Not only is she a lyrical genius but a day-one YouTube icon. Her career dates back far before her stardom of this year - being an extremely talented dancer (competing against Dance Moms cast members and winning), a creative songwriter, and an incredible singer (even before puberty), and the list goes on.

   
   

   Teasers: Tate gained attention by teasing her songs in short clips that build anticipation. For example, her track “You Broke Me First” went viral on TikTok before its official release, and she used this momentum to drive traffic to her other platforms.

   TikTok: Perhaps it comes from her extensive years as a young YouTuber, but you've got to hand it to her. That girl knows how to use TikTok to the fullest extent. Whether it's keeping fans on edge about her relationship with Kid Laroi, a drop of a new song, or some new upcoming choreography, she will perform. The fans EAT. IT. UP.

   Tour: Tate Mcrae is currently also on tour, which means pop-ups, performing unreleased songs, and seeing her efforts come together in an unforgettable show that continues to grow her fanbase and increase her fame this year.

   Engagement Metrics:  Thanks to her organic approach, Tate’s TikTok following surged to over 5 million followers. This growth translated to increased engagement on Instagram and Spotify, where she’s now one of the most-streamed artists among Gen Z listeners.

   
   

4. Kendrick & Drake - The Family Feud-er's

   Drake has mastered the art of making his every move a cultural moment, especially when it comes to public feuds. Known for his clever and sometimes cryptic diss tracks, he’s used these public rivalries to keep fans engaged and increase visibility for his music. His back-and-forth with Meek Mill, Pusha T, and most recently, Kendrick Lamar, has only strengthened his brand and kept him in the headlines.

   
   

   Public Feuds and Diss Tracks: Drake’s diss track “Back to Back” targeted Meek Mill and became a viral hit, leading to widespread media coverage and record-breaking streaming numbers. Fans and media alike dissected every line, increasing engagement and driving fans to his social media and streaming platforms.

   Viral Social Media Presence: Drake’s feuds bring fans into the narrative, and he strategically uses Instagram and Twitter to post ambiguous messages and teasers, letting fans speculate and create theories. This tactic drives engagement rates as fans discuss and share his posts, eager to join the conversation.

   
   

   Kendrick Lamar is known for his introspective and thought-provoking lyricism, and he has used his platform to address social and political issues, which sets him apart in the industry. His lyrics often contain complex narratives that spark conversations, and his rivalry with Drake has only added a layer of intrigue to his music.

   
   

   Cultural Commentary: Kendrick’s verse on “Control,” where he called out multiple rappers, including Drake, sparked one of hip-hop’s most intense lyrical feuds. His fans and the media analyzed every line, creating hype that drove streaming numbers and cemented Kendrick’s reputation as a top lyricist. Since then... it has been like a dormant volcano until the eruption of 2024.

   Strategic Rollouts: With the back and forth disses from First Person Shooter, to Like That, Kendrick uses powerful visuals, and cinematic music videos that align with his lyrical themes. His fans deeply engage with his social media teasers and announcements, analyzing clues and sharing theories. Especially in the strategic releasing of his singles; 72 hours between his 'Euphoria' & Drakes 'Family Matters', and less than an hour between 'Family Matters' and 'meet the grahams'.

   Engagement Metrics: Kendrick’s dramatic, cryptic announcements and strong political messaging resonate with a wide audience. After the GNX release, Kendrick’s engagement across social media spiked by 35%, while his streaming numbers on Spotify doubled, thanks to viral hits like 'tv off' (feat. Lefty Gunplay) and the fan-driven conversations they sparked.

   
   

   CONCLUSION:

   These back-and-forths and diss tracks between Drake and Kendrick Lamar aren’t just competition—they’re a savvy way to create buzz and capture attention. Drake’s playful, meme-worthy disses and Kendrick’s profound, confrontational verses show two different but equally effective strategies for engaging fans. By using rivalry as a tool, both artists have turned conflict into marketing gold, driving up engagement, streaming numbers, and fan loyalty.

   
   

    It's clear that all of these musicians use more than just music to build and sustain their brand. Whether through viral content, feuds, transparency, or artistic depth, they demonstrate that connecting with fans is as much about storytelling and strategy as it is about sound. For marketers, these examples offer valuable insights into the power of multi-dimensional brand-building and the role of narrative in driving audience loyalty.  Creating a sense of ownership among fans, as seen with Charlie XCX, can drive loyalty and engagement. Sabrina Carpenter’s success on TikTok shows the value of being genuine and open with your audience. Tate McRae’s rise demonstrates the importance of using popular social media platforms to share teasers and build anticipation.

   In the digital age, marketing a single or an album is no longer just about selling music—it's about building an experience and a community that fans want to be a part of. By understanding and adapting these strategies, other artists and marketers can tap into the power of fan-driven growth and create iconic campaigns that will forever live in history.