The summer of the slow burn artist (Campaign US, August 2024)

In this article published in Campaign US, I explore how the recent slow burn successes have changed the model of brand success altogether by prioritizing their niche fan bases and distinct artistic identities. As the road towards immediate and widespread commercial appeal becomes more undulating, the slow burn artist strategy emerges as a more viable model for success for artists and brands alike.

Tinashe and Charli XCX have been two long-time faves of mine, but artists I had accepted would be destined for the shadowed title of "underrated". To my joy (and slight vindication), this year was a year that saw them - and other "underrated faves" - finally get their flowers. But why and more importantly, how?

Joining the company was Chappell Roan, Sabrina Carpenter, RAYE, Victoria Monet all having “their moment”. But their commercial catapulting did not happen overnight. It is the result of waiting in the wings of pop’s theater for years, trading instancy for consistency.

Slow burn success offers a framework of engagement that prioritizes patience over immediate profit. So maybe being a “brat” or “nasty girl” less about being everything to everyone but something to a few people. Article link: https://www.campaignlive.com/article/summer-slow-burn-artist/1885536