If 2024 was Charlie XCX’s year, 2025 is Zara Larsson’s year
If I were to give out awards for branding, not that I'm in any position to do so (yet!) I would accept your assumption that I’d hand it to Taylor Swift’s team. But not this year, this year I have another artist in mind, someone who hits close to my Scandinavian home. Spending several years, decades, in the business you’d think Zara Larsson would be a household name by now. I mean, she’s the full package really so one can’t help but wonder- why isn’t she more relevant in the US?
The answer lies in the branding. Let’s get real- Zara had several hits, BANGER after BANGER but no real breakthrough to the point where she could carry her own tour in the US. I mean, I blasted Lush Life to the point where I think my Spotify Wrapped was cemented after the first listen, but I didn’t really see much of her in the US. But, the US dream was about to change for our Swedish diva and I’d soon be whiplashed into an obsession. Fast forward and the demand for a Zara Larsson tour turned to the point when, and I quote the artist herself “who knew, opening up would make me a headline?”.
How did that happen? Two major factors: The Symphony Trend on TikTok and the Tate McRae tour. The Symphony trend combining a musical love letter with a meme containing trauma-sharing was definitely something. But it worked, the entire world jumped on the trend to Zara’s surprise. The meme’s visuals were saturated, colorful and hit close to summer and became the blueprint for Zara’s next move. This move might I say was monumental and probably her best choice ever for an upcoming comeback. Not only did she adapt the colour scheme to her album Midnight Sun, she also seasoned every song with summer vibes to the point where she united Europeans to claim Eurosummer as an anthem. I can’t twerk to save my life, but Pretty Ugly really upgraded my solo-shower performances at home.
And then the Tate McRae tour came, and oh my days how the table turned. I’m not even sure Zara was prepared for the effect she would have, she literally went from a rollercoasting “Zara sorry I was unaware of your game” to “I literally bought tickets for Tate’s tour only so I could see Zara” journey from what I saw in several comment sections. If that’s not social proof I don’t know what is. And the tour was a success, Zara was finally recognised for her insane vocal ability and mesmerising dance skills and to her satisfaction- being crowned as Beyoncé's daughter.
Zara carried the Symphony-trend-theme very well from everything including the backup dancers’ outfits to stage design. And I'd like to think her being a millennial is the foundation for connecting her and two core generations (millennials and gen z) who grew up alongside her and therefore also the iconic pop culture references she would make later on. For example: she paid tribute to a very European banger “Stereo Love” and she’s so Malibu coded in the best way with the keychain-belt, low-rise jeans, and the Muni Long collab visuals. I really do believe Zara being chronically online throughout decades of pop culture history paid off during the entire Midnight Sun era, to the point where Gen Alpha probably got humbled for once. Because seeing her in Malmö a couple of weeks ago I was queuing alongside people of all ages and I think that pretty much sums up the range of generations who Zara reached throughout decades. And what shocked me the most was the lack of phones in the arena. I’ve seen a bunch of artists from Hans Zimmer to Justin Bieber and never ever have I seen anything like that.
And then a third happening came. A Dutch baddie named Julia was the chosen person for the Lush-Life segment who gets to join Zara on stage. Initially the segment is about them dancing and singing with no plans really, but Julia really said “I’m about to make history” when she absolutely nailed the choreo on stage to everyone’s surprise. This led to Lush Life trending on the charts again, mind you 10 years after its debut, and creating a viral wave on TikTok. At this point I think whoever monitors the TikTok content has a separate window dedicated for Zara, because sis was trending back and forth this year.
Amidst all the hype I bet it felt too good to be true for Zara, and that’s when the Grammy nomination came. Look, I love Sweden and being a Swede. But I've never been this proud of my country as I was the very moment I saw the raw, emotional video of her breaking the news to her mom on FaceTime. Because as a PR girlie, I’ve been a bit frustrated with the way she’s been underestimated in the US, and I think all Europeans would agree on that. I think that’s when Zara also realised how crucial her rebrand of Midnight Sun was, because she did mention that she had another concept in mind for the album and thank heavens that freaking Dolphin came swimming when it did.
But on a more personal note, I think what really makes Zara stand out is how she’s very true to herself. Before you roll your eyes I dare you to mention another artist who’s been very vocal about her political views such as feminism and ongoing wars before even being “protected” enough by the industry to survive a potential cancellation? Not just by a fanbase but by a label. It’s one thing when you’ve got nothing to lose, but Zara has been this way since before she famously slid on the condom on her legs. And for newcomer fans digging into her 10+ years of lore her outspokenness cannot go unseen, and as for the OG fans they probably formed the biggest “I told you” on their lips this year as within their rights!
Zara is not hungry for it, she’s HANGRY. You can tell by the way she’s belting bar for bar (honestly HOW does one achieve those notes without stepping on lego?) and the way she’s throwing it BACK choreo-wise. She’s been doing this so long you’d think the chef forgot to bring out her ROI. But 2025 she’d finally get her main course, and with this rebrand and viral momentum we’re in for a twelve course meal so baddie-coded Michelin couldn’t handle. And the fact that this is the album where she was the most involved in every decision just speaks volumes for why Midnight Sun was “THE” happening in 2025.
I could (and definitely will) yap about this forever...
But let’s sum this up, what made 2025 Zara’s year?
She went viral several times randomly and used it to her benefit fast and strategically- she wasn’t chasing streams in the first place but so-me recognition and community-building which ultimately gave her ROI.
She took the opportunity opening for Tate McRae, understanding her potential on the US market rather than seeing it as a setback to open for another artist while being a household name in the US.
Being a sight for sore eyes when it comes to PERFORMING. Zara set the bar for being an all-rounder and using every single minute to give her absolute all.
She used nostalgic pop-culture references in her branding and communication. From TikToks such as the viral cereal commercial song to a well thought out playlist playing before she takes the stage.
Her releasing the album post-summer. I’m team “right decision” cause if she did it before the summer the album would be stuck as a nostalgic 2025 memory and not be carried into 2026. Cause who really listens to Despacito today?
Of course, the iconic Grammy nomination. Very well deserved.
I do not mind this being my debut post here, and it definitely won't be the last of Zara Larsson. I’m calling it already, she will perform at Coachella soon. And I will be there in the front row.
