Dissecting the ‘Femininomenon’: What Makes Pop Music Popular in 2024?

Remember when Carly Rae Jepson - quite literally - had us at hello? 

Let me take you back to 2011. Maybe you’re listening to the radio in the car, or playing one of those music video channels on TV, and suddenly, for the first time, you hear–

After just three iterations, this song is stuck with you. All day. It lingers. But why? 

Well, 'Call Me Maybe' was the 'best-selling digital single of 2012 worldwide and the seventh best-selling digital single of all time' for a reason. The success of CRJ’s breakthrough hit exemplified the archetypal polished pop sound: blending a bright, bubbly melody with an irrepressibly catchy chorus. The resulting earworm was destined to inhabit your hippocampus until the end of time. 

It is one of many memorable ‘hooks’ explored by University of Wollongong (UOW) researcher Dr Timothy Byron and Dr Jadey O’Regan from the Sydney Conservatorium of Music, in their 2022 book Hooks in Popular Music. Although subjective and deeply personal - for some it can be a rhythm, for others a melody - the book declares hooks to be “the defining fabric of pop music.”

But 'Call Me Maybe', as iconic as it was, charted in 2011. And from production tools and distribution platforms, to the sliding scale of sound and aesthetic, pop has changed a great deal since in the last 13 years. So what constitutes 'popular' music in 2024? 

Lyrical content remains to be a defining factor of the genre. But the current generation of pop stars dominating the charts are known for a whole new breed of lyricism. The most famous of them all - Miss Taylor Swift - is a prime example. Despite her billion-dollar empire, supermodel physique and pop princess status, Taylor has garnered immense popularity due to her ability to write songs that are both deeply personal and universally resonant. She is open and honest and candid about what it is to be human, capturing the essence of the individual experience while striking a chord with listeners from all walks of life. 

The growing awareness and calls for gender equality and individual autonomy that has unfolded over the last decade has paved the way for more honest female perspectives in music. Rigid gender expectations and behaviours are out, and women enjoying greater freedom to define their own paths is in. 

The prevalence of more free-thinking and candid lyrical content in pop music has undeniably increased the relatability factor of modern day artists. It’s this, says Heather Gardner, head of music supervision at Vapor Music, which turns someone from a casual listener to a fan.

According to Heather, “More and more female artists are rejecting the narrow definition of perfection that is still so prevalent, allowing their fans to unapologetically be in all areas of their lives. For audiences who don’t necessarily feel seen elsewhere, or who, in a shared fandom, can joyfully embrace their whole self — this is truly magic.”

Heather believes this newfound level of relatability is the secret sauce for cultivating a devoted following in 2024. “Whether we’re talking about an artist or their song, we as listeners are always considering, what does this music make me feel? It might be the freedom to dance and sing without necessarily having the lyrics speak to your experience, but there’s something about lyrics matched with the right melody that can make someone feel seen in a way that nothing else can.”

Malte Hagemeiester, Grammy nominated producer, composer and artist, echoes this sentiment. “Gen Z artists like Billie Eilish nail it with their lyrics because they blend raw emotion with a clever twist,” he says. “Take Billie’s first hit ‘bad guy’—she flips the script by calling herself the bad guy, only to hit you with a playful ‘duh!’ It’s witty, unexpected, and totally relatable. This mix of honesty and humour makes her songs feel fresh and real, helping fans see themselves in her music. That kind of connection is what makes her and other artists like her so iconic to this generation.”

When examining the defining qualities of popular music in 2024, we must investigate how modern technology, particularly algorithms, shapes and amplifies what audiences are listening to. 

Social media allows artists to directly interact with their followers, posting updates, teasers and exclusive content, exacerbating the parasocial relationship between artist and fan. This online presence forges an unprecedented sense of community and connection that has never before existed in music fandom. As such, the role of the algorithm cannot be overlooked when considering what influences the success of pop artists. 

I talk to Heather about this, who points out that artists are hoping for viral success, but not at the cost of longevity. “The algorithm is both a blessing and a curse for artists, because it absolutely allows certain (and unexpected) songs to really catapult forward, but it also oversaturates songs in the market to the point of exhaustion, even more so than used to happen through radio play alone.

“That being said, the music discovery tools that exist now are absolutely essential with more music being released daily than ever before — the need to stand out has never been greater with the entirety of recorded music available to listeners at the click of a button,” she concludes. 

While pervasive viral success is desirable, it is a result of detail-oriented and culturally intuitive marketing - ‘brat summer’ comes to mind - the details of which cannot necessarily be boiled down to an ideal algorithmic formula for success. 

Considering the virality of the Charli xcx ‘brat’ phenomenon, Malte describes the widespread adoption of the aesthetic as “a strategic way to connect with gen Z.” 

“Kamala Harris’ campaign made a genius move by tapping into Charli’s iconic lime green and playful fonts across social media, especially on X (formerly Twitter) and Instagram,” he says. “Gen Z resonates with the unapologetic, unique, and personal vibes that define today’s pop music. By aligning with these cultural touch points, the campaign made politics feel more relevant and engaging for younger audiences.”

“You could argue algorithms are everything these days,” he goes on to say. “They boost instant reactions—so lyrical rawness, unapologetic attitude, and a unique voice are more likely going to thrive. Algorithms may push divisive content in politics, but in music, raw artists like Billie Eilish, who wear their heart on their tongue, get favoured.”

Martin Gutierrez, director of creative sync at music licensing company, SoStereo, tells me how this resurgence of the pop genre has had a knock-on effect to the industry of music placement in advertising and entertainment too. “Brands want clients to connect with them through authenticity; they want to speak their language. Charlie XCX and Chappell Roan are two artists currently being referenced the most in briefs recently, which shows that brands are trying to reach younger generations and transmit a message of inclusion and representation.” 

Covering the music supervision of commercials briefs for global brands such as IKEA and Heinz, to feature films and TV shows, Heather has also noticed the prominence of more pop in media placement and music briefs as of late. “Trends are so cyclical and audience specific, but they are always incredibly reflective of popular music at any particular time. You need to meet your audience somewhere they’re comfortable to bring them into your world and show that you understand your demographic, so youth-leaning brands are embracing anything from ‘brat summer’ memes, lime green being everywhere, and the ‘Apple’ TikTok dance. I think we’ll continue to see more and more pop music briefs in advertising as the genre continues to move away from being seen as a ‘guilty pleasure’ and fully into the mainstream.”

In line with the popularity of open and honest lyrics, music briefs are also embracing authenticity, relatability and vulnerability. As the composer and co-founder of California Music, Malte has seen an increasing number of clients requesting music that feels personal and relatable. “A prime example is our contribution to the BRLO campaign, which focused on self-love and body positivity.” 

“The campaign's song, which emphasised themes of self-love and body positivity, was integral to its success. The central lyrics ‘I love myself more than I love you’ has both the confidence and humour of gen Z. Combined with images of a shameless Calvin Klein parody with an extra cuddly man, the song's message hit a nerve, as more than a billion impressions show.”

Brands and media are increasingly aligning with this new wave of pop, recognising that authenticity resonates more deeply with younger generations. As the genre continues to evolve, it will likely become even more intertwined with the cultural zeitgeist, reflecting and shaping societal values through its blend of emotional honesty and digital savvy. This era of pop music is not just about catchy hooks but about how artists and their platforms create meaningful connections, proving that in the age of algorithms, the human touch remains irreplaceable…