How 'Album Eras' Transformed the Pop Music Scene
In 2019, Billie Eilish introduced herself to the music industry with the release of her debut album “When We All Fall Asleep, Where Do We Go?”. The album, introspective yet playful, drew in an audience of fans who have remained incredibly loyal to her, even as she adjusts her artistic vision. Whether she is sporting neon green roots or a blonde old Hollywood style blowout, fans can always turn to her for a gut wrenching ballad followed by an electropop party song. But what’s the reason behind her frequent rebrands?
Artists have been experimenting with their sound and image for as long as we’ve had radio, but in recent years, drastic album eras have become the industry standard–upping the stakes for pop artists everywhere.
An artist’s era is typically marked as a period of time in which their sound, image and persona are aligned. This starts with the genre of their latest album, and extends all the way to their wardrobe and the way they present themselves to the public. Distinct album eras have been a trend since the 60s, made popular by David Bowie’s glamorous “Ziggy Stardust” era and The Beatles’ psychedelic funk phase that accompanied the release of “Sgt. Pepper’s Lonely Hearts Club.” Similar to an actor embodying their character while on press tours for their new movie, an artist might alter the way that they interact with the public to align with the vibe of their newest release.
Artists may decide to enter a new era of music for many reasons. It could be a major shift in their personal life or an itch to try a new sound, but more often than not, artists craft a new identity in order to remain relevant. The digital world moves quickly, constantly praising and criticizing different ideas, products and media, with new trends popping up every week. In a time where the internet finds a new collectible children’s toy to clip to their purses each month, it’s no wonder artists feel pressure to constantly provide unique ideas.
While the idea of album eras is nothing new, it is impossible to dissect them without talking about the queen of eras herself: Taylor Swift. In recent years she has been responsible for taking dramatic album eras from an optional thematic exploration beyond an album itself, to the minimum requirement in the pop music industry. Since her earliest albums, Swift has been strategically crafting the energy that will surround her next release. Everything from the album’s genre, to her concert visuals, to her haircut is curated, with each era growing more elaborate than the last. These changes are dramatic, unexpected, and seemingly happen overnight–and her fans love it.
Many associate the summer of 2023 with the infamous ‘Barbenheimer’ release, but Swifties across the country spent that summer making friendship bracelets and bedazzling bodysuits for The Eras Tour. I was among the fans that covered themselves in glitter and packed stadiums, nervous in anticipation to finally see the artist I had been listening to for decades. For lifelong fans, The Eras Tour was an incredibly exciting and nostalgic experience. The show captured all of her greatest hits, incorporated theatrical elements and referenced old music videos and fan experiences. Understanding the details of each of her eras felt like being in on a massive inside joke with millions of people around the world.
For better or worse, Swift’s strategic creation of album eras has skyrocketed her to levels of success unseen by any modern musician. But if she hadn’t been so bold with her rebrands, would she have reached the same levels of worldwide mega fame that she has today? Or would she remain a country music phenomenon in Tennessee?
For those who somehow managed to grow up without hearing a Taylor Swift song every time they changed the radio station, the concept of her eras can feel isolating. Music is deeply connected to self expression, life experiences, and community, which is why many like to feel at least some semblance of a connection to the artists they listen to. Swift has twelve studio albums with twelve distinct eras. No matter how hard she tries to come across as authentic, it is impossible to believe that all of her eras–if any–are a true representation of her as a person.
When consuming any media, it is necessary to think critically about what you are seeing. Pop giants have teams of experts working to curate their image, whether or not it is frequently changing. This is a fact that fan culture often turns a blind eye to, with many young admirers forming parasocial relationships with artists. At the end of the day, we only know about celebrities what they want us to know,
Artists are tasked with balancing authenticity and performance, a challenge that many don’t live up to. However, there are some that have mastered the art of evolution.
Take a look at Olivia Rodrigo. She only has two albums so far, but has already solidified herself as a leader among the next generation of pop artists, headlining festivals and selling out stadiums. But so far, she hasn’t had to resort to the extreme rebrands that Swift is known for. While her debut album SOUR is much softer and less mature than her sophomore album GUTS, they don’t feel like they were written by entirely different artists. Both have an indie punk twist and sport her iconic shade of lavender. But perhaps most importantly, she is consistent in the way she interacts with the public. From her city-chic personal style to her persistent advocacy work, she presents in a way that at least suggests authenticity. It is easier for her audience to feel like they are supporting a real person who cares about them, not a meticulously sculpted persona crafted for entertainment.
At the end of the day, audiences and artists get to decide how much authenticity they demand or exude. Taylor Swift and many other pop artists have chosen to turn their entire careers into performances, and millions of people around the world love it. Plenty of smaller artists are more concerned with establishing a community among their growing fanbase. Some people separate the art from the artist, while others treat cancel-culture like the law. Ultimately, all methods of experiencing and enjoying music are valid, and the way that an artist presents themselves publicly is up for interpretation just as much as their song lyrics.