How The Grammys Best New Artist Nominees Redefined Music Marketing
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he 2026 Grammy Best New Artist category showcases artists who’ve mastered vastly different approaches to breaking through in today’s fragmented music landscape. These nominees represent the different lanes of modern music marketing, each artist finding their lane and dominating it. Here are some of the standouts. LOS ANGELES, CALIFORNIA – AUGUST 21: Addison Rae attends Spotlight: Addison Rae at GRAMMY Museum L.A. Live on August 21, 2025 in Los Angeles, California. (Photo by Rebecca Sapp/Getty Images for The Recording Academy) Getty Images for The Recording Academy Addison Rae: The Creator-To-Music Pipeline Perhaps no nominee exemplifies the power of the creator economy like Addison Rae. The former TikTok star executed a strategically planned rebrand in her breakout year. When she unleashed “Diet Pepsi” in 2024, she’d aligned herself with industry icons Charli XCX and Lana Del Rey, partnered with elite producers from Max Martin’s MxM camp, and crafted a Y2K-influenced aesthetic that positioned her as a serious pop artist. Her self-titled album launch at NYC’s The Box was part burlesque, part theatrical showcase—cementing her transformation from influencer to pop culture fixture. ELMONT, NEW YORK – SEPTEMBER 07: (L-R) Manon, Sophia, Daniela, Megan, Lara Raj and Yoonchae of KATSEYE perform during the 2025 MTV Video Music Awards at UBS Arena on September 07, 2025 in Elmont, New York. (Photo by Mike Coppola/Getty Images for MTV) Getty Images for MTV KATSEYE: K-Pop’s Global Production System Goes West HYBE’s global girl group KATSEYE represents K-pop production methodologies applied to Western markets. Their marketing strategy has been omnipresent: a Netflix documentary (Popstar Academy: KATSEYE), viral Gap campaigns that achieved 8 billion impressions, brand partnerships with Coach, Fendi, Glossier, and Pandora, and TikTok-first releases that sparked dance trends. Named TikTok’s Global Artist of the Year for 2025, KATSEYE’s “Gnarly” and “Gabriela” generated billions of views through…
Filed under: News - @ January 26, 2026 11:24 pm