Hyperpop is the New Now
By Aloor
Music will always be fluid. It will continue to change and shape into new iterations as newer generations begin to flood the market. We saw electronic music flood the early 2010s, Latin take over the mid to late 2010s and now Afrobeats is in full swing as one of the most popular genres in the world. What’s next you ask? Hyperpop, duh!
So what is Hyperpop anyways? "Hyperpop'' was a term adopted by a team of Spotify editors, including Lizzy Szabo, in the summer of 2019 in an effort to contextualize the increasing popularity of an internet-infected duo by the name of 100 gecs and the scene of like-minded musicians that appeared to be forming around them. With unexpected endorsements from YouTuber pewpiedie and EDM superproducer Skrillex, artists who fall under the Hyperpop umbrella—including established stars like Charli XCX and Gen Z newcomers like osquinn and ericdoa—have simultaneously helped to propel the genre from a niche internet scene to a viral talking point.While the Hyperpop is a genre of music that combines elements of pop, hip-hop, and electronic dance music (EDM). It is characterized by catchy hooks, upbeat tempos, and heavily processed vocals. In recent years, hyperpop has made its way into the mainstream, with many artists and songs in the genre topping charts and reaching new audiences.
"Unholy" by Sam Smith and Kim Petras is one instance of a hyperpop-inspired song that has reached worldwide status. Popular amongst the growing LGBTQ+, Unholy shows us just how quickly a genre can reach worldwide critical acclaim. Shortly after its 2021 release, the song climbed the charts and peaked at the top of the Billboard Hot 100. This also marked the first time in the history of recorded music that a transgender artist had achieved the feat. The success of "Unholy" is evidence of how hyperpop is becoming more and more well-liked and how it has been able to draw in a broad audience worldwide.. With its upbeat tempo, catchy hook and heavily processed and distorted vocals, it is on a bed of electronic production and witty lyrics.
The rise of Hyperpop in the mainstream can be attributed to a number of factors. One is the increasing influence of streaming platforms like Spotify and YouTube on the music industry. Without Spotify we probably wouldn’t have Hyperpop. These platforms make it easier for artists to reach a wider audience, and for listeners to discover new and experimental music. As a result, many hyperpop artists have been able to gain significant followings and build careers based on their streaming success on Spotify, YouTube, and SoundCloud.
Another factor to Hyperop’s increasing popularity is the frequent crossover between different genres of music in the modern industry. In recent years, many pop and hip-hop artists have begun incorporating elements of EDM and other electronic styles into their music, resulting in a sound that is distinctively hyperpop. Characterized by a metallic sound and overly-processed vocals, Hyperop bridges the crossover that has helped to broaden the appeal of modern music and attract new listeners of all ages.
Some artists we’re excited about in the space include She Loves Boom! The finely pitched vocals mixed with dynamic production mixing hip hop and drill into a futuristic sound has us reeling for more! Check out his write up on Paper Magazine. She Loves Boom along with various other artists like blowing up in the scene shine a positive light on where the genre is going. As hyperpop continues to gain popularity, it is likely that we will see more and more hits enter the scene of the genre in the mainstream. While the sound of hyperpop will continue to evolve, the underlying elements of metallic sounds, upbeat tempos, and heavily processed vocals will remain the same. With its appeal to a wide range of listeners and its ability to evolve and adapt to new trends, hyperpop is a genre that is here to stay.