Once, while living with a roommate, she burst into my room, enthusiastically performing a dance. When I questioned her actions, she explained it was a trendy dance from her TikTok For You page.

After seeing clips of people in cowboy boots and shorts dancing to “Austin (Boots Stop Workin’)” by Dasha, I realized just how out of touch I had become.

A decade prior, our shared interests and media experiences would have been more aligned. However, the internet now seems to separate us into distinct cultural bubbles.

The rise of streaming and social media has dramatically changed our music consumption and interaction. The days of widespread cultural moments are becoming rare due to the fragmentation caused by internet algorithms, leaving us in echo chambers and disrupting large shared cultural experiences.

For the music industry, this shift poses serious challenges. The connection between artists and fans has evolved, and the traditional indicators of a “pop star” are becoming less relevant. An artist’s success is increasingly determined by unpredictable metrics, muddying the waters of what constitutes mass success.

Record label executives seem uncertain about how to regain control in an industry that feels directionless.

Did TikTok spell the end for MTV stars?

Monoculture, defined by Merriam-Webster as a culture dominated by a single element, once thrived with pop icons like Beyoncé, Lady Gaga, Britney Spears, Michael Jackson, and The Beatles, who defined cultural norms during an era dominated by few media outlets like MTV and VH1.

Today, that monoculture seems to have vanished. Streaming platforms such as Spotify and Apple Music have replaced it, offering increasingly personalized listening experiences through algorithms that tailor recommendations based on user behavior.

“Spotify knows you better than you might know yourself. It provides a smorgasbord of music tailored just for you that you might never explore otherwise,” noted Rolling Stone journalist Mankaprr Conteh. “What you receive might be entirely different from what your friend is shown.”

While this personalized experience aids in music discovery, it complicates the ability to capture a mass audience’s attention. Although so much music is created, only a fraction achieves the cultural and commercial heights of previous generations.

This overabundance of options results from the internet democratizing music, allowing anyone to share their songs online. However, success depends on unclear algorithms that create viral hits somewhat randomly. This is a new environment for an industry traditionally reliant on predictable paths to success through radio, television appearances, and live performances.

“For years, the industry has favored predictability, hence their reliance on social media metrics and streaming data,” Conteh explained. “However, what is trending online can change rapidly, making it hard to forecast what will resonate with audiences based on mere preference.”

What do Kamala Harris and Charli XCX share? The album ‘BRAT.’

When trends emerge in niche segments online, they seldom achieve widespread recognition. A prime example is Charli XCX’s album “BRAT.” Its eye-catching lime-green cover and memeable phrases have permeated my social media feeds, inspiring various memes and capturing buzzwords like “brat summer” and “bumpin’ that.”

When Vice President Kamala Harris entered the presidential race last month, Charli XCX cleverly tweeted “kamala IS brat.” Harris’s camp seized on this amusing endorsement to connect with a younger demographic, prompting discussions across major news organizations like CNN and CBS, analyzing the implications of “brat” for everyday life and social media interactions.

if they choose to support her.

While “BRAT” has gained significant attention through various media outlets, its complete essence remains elusive. Only those who frequent a particular segment of the internet can truly comprehend it.

“Nowadays, virality is often limited to tightly-knit groups, making it rare for moments, individuals, songs, or albums to resonate with everyone at once,” explained Billboard journalist Kyle Denis. “Some things do break through, but maintaining that peak of pop culture for even a couple of weeks is challenging, regardless of your fame.”

Chappell Roan as a model of internet fame

Nonetheless, some artists are making waves. Chappell Roan has become a hot topic – and for good reason. Originating from Missouri, Roan signed with Atlantic Records and launched her debut single in 2017, but was let go in 2020 for “poor performance,” as reported by Vox.

Fast forward three years, and she released her first album, “The Rise and Fall of a Midwest Princess.” Although the album didn’t make an immediate impact on the charts, it turned out to be a slow-burning success.

By opening for Olivia Rodrigo and benefiting from social media buzz and viral performance videos, she ascended to the stardom we now recognize. “Midwest Princess” currently ranks No. 2 on the Billboard 200 Albums Chart, right behind Taylor Swift.

Roan also has seven tracks on the Billboard Hot 100, with her latest single, “Good Luck, Babe!” peaking at No. 7.

Roan’s gradual rise to fame highlights an uncomfortable truth in the music industry: songs are often deemed failures if they don’t quickly reach the charts. However, the vast internet landscape allows listeners to elevate anyone to superstar status, as long as they resonate with the music and artist and feel inspired to support their journey.

“We’re moving beyond the era of merely relating to the artist. Now, we want a sense of participation in their success story. If an artist’s rise feels fabricated, we can sense it,” Denis stated.

This quest for authenticity can make efforts to artificially create virality – such as crafting TikTok dances or songs tailored for the platform – feel almost awkward. The more we engage online, the more we recognize the promotional strategies artists employ. Authenticity holds immense value online, and being caught trying too hard can be viewed unfavorably.

Aiming to be a pop star in 2024? Good luck, babe.

The decreasing divide between artists and their audience is not inherently negative, although it contrasts the traditional notion of pop stardom, where stars were seen as larger-than-life figures. With social media, they appear more accessible. The empowerment consumers now have in defining pop stardom has transformed its essence, according to Denis.

“Previously,” he noted, “industry insiders would dictate who the future stars would be, forcing us to either embrace them or watch them fail significantly. Now, we have the ability to elevate virtually anyone into stardom.”

This system has flipped. Instead of labels nurturing talents for the long haul, they closely monitor online trends and opt for artists with an established following, discarding them if they don’t achieve fast success. The charts resemble a constant cycle of trending moments rather than reflecting the enduring legacies of artists.

In simple terms, the way we relate to music today hampers the emergence of pop stars like those from the past. The industry and society have evolved significantly. The future of the music industry and our interactions with it cannot rely solely on nostalgia or outdated structures. Nonetheless, exceptional music will continue to be produced.

To be a pop star in 2024 means forging deeper connections with audiences in unprecedented ways. Just as fans can elevate artists to fame from the internet, they also possess the power to diminish that fame.

Kofi Mframa is a columnist and digital producer for YSL News and the YSL News Network.