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Concord's Early Bet on Hyperpop Fuels Pop's Future
2 Oct
Summary
- Concord Music Publishing strategically signed artists in the hyperpop genre.
- These artists now influence mainstream pop through major collaborations.
- The publisher's long-term investment is yielding significant chart success.
Concord Music Publishing has successfully capitalized on its early investment in hyperpop, a genre blending internet culture with pop music. Recognizing the sonic and aesthetic innovation of individual artists, Concord began signing acts like Oklou, Frost Children, and Aksel Arvid around 2021.
These artists, now central to the hyperpop scene, are significantly influencing mainstream pop. Oklou co-produced for Karol G, Frost Children contributed to Kim Petras' album, and Aksel Arvid executive-produced for PinkPantheress, with its remix reaching No. 6 on the Billboard Hot 100.
Concord's strategic approach focused on identifying artists with lasting potential, rather than fleeting trends. This foresight has resulted in chart-topping successes and major festival appearances for artists like Jane Remover and Underscores.
The publisher's A&R team acts as a liaison, translating the unique sounds of these artists for music licensors in film, television, and gaming, securing placements like Oklou's score for Netflix's In Waves and Frost Children's track on EA Sports FC 24.
This strategy of backing singular artistic voices before their mainstream breakthrough exemplifies a successful model of anticipating and shaping the future of popular music.
