Cultural impact or the F-word: How do you know when a musician’s success is just a fad?
Over the years, countless names have commanded the spotlight, many of which have earned negative labels, ranging from “industry plant” to the more derogatory “fad”. However, while many artists, from Wet Leg to Sam Fender, have proven these descriptions unfair, others have done exactly what was expected of them and vanished into thin air. This begs the question: how do you know when a musician’s success is just a fad?
Over the last year, the market has become almost over-saturated with the talent on display. Though they have been around a lot longer than it seems, names like Chappell Roan, Sabrina Carpenter, Billie Eilish, and Charli XCX have taken the industry by storm, setting the bar high for what immense creative expression looks like. However, some have been brushed with a stroke of scepticism, with critics claiming their time in the sun will fade as quickly as it arrived.
The term “industry plant” isn’t necessarily rooted in anything concrete and usually stems from other issues, like inherent sexism or a misunderstanding about how labels and marketing efforts actually work. Fad, however, pinpoints something entirely different: the industry-old trope of entering the industry, conquering it to unprecedented heights, and leaving with a trail of smoke in your wake. While these occurrences are occasionally real, identifying them as such is a little more difficult.
This also depends on the parameters to which said fad adheres. For instance, if an artist emerges seemingly out of nowhere with a viral audio trend or a one-hit wonder, their time in the spotlight can almost be measured down to days. There are, of course, exceptions to that rule, but judging by those who have done similar things in the past, like ‘Gangnam Style’, this level of success is usually tied to internet virality rather than a deeply invested listenership.
A loyal fanbase also usually speaks volumes about an artist’s potential longevity, though not always. Lady Gaga might have already peaked, but her legacy far extends beyond the success of hits like ‘Pokerface’ or ‘Bad Romance’, making her cultural impact one of the most profound in contemporary music. It’s usually easy to tell whether an artist’s music is here for a good time and not a long time, especially when it hinges on momentary fascination without much substance beneath the surface.
On top of this, it’s also easy to detect when there is genuine fan interest and an understanding of the artist’s part to listen to this intrigue and develop creatively. Most fads usually show up with something melodically charming or catchy and either attempt to recreate the same appeal with lesser popular songs or disappear entirely. While some can successfully create material that remains consistent with their initial appeal and sound, like Sam Fender, fads themselves seem somewhat detached from this, hinting at a fleeting connection to modern audiences rather than a lasting artistic legacy.
Many current artists seem somewhat independent from this, especially considering the many who are working hard to establish some broader resonance culturally that goes beyond the surface of their music. Chappell Roan, for instance, might still be figuring things out when it comes to navigating the brutality of the industry, but her music draws in deeply engaged listeners who identify with her theatricality and societal messages.
Equally, Wet Leg and Fender might have been given the same treatment at one point or another, but their lasting intrigue proves that such criticisms, especially when lacking in evidence, usually point towards a distaste for their music rather than their inability to captivate an audience. Ultimately, it all seemingly boils down to the simplicity of intention. For instance, artists can and will toy with social trends or visual gimmicks to enhance their appeal from time to time, but when that’s all there is, that pesky, dreaded F-word starts to hold just a little more meaning.
