Thanks for joining me again, glad to have you back 🙂 This post is a bit shorter since I’ve been following Chappell’s career for just under a year. In part one, we explored Sabrina Carpenter’s strategic rebrand.

Now, in part two, we’re shifting focus to our pop girly Chappell Roan and the world she has made for her fans. Chappell didn’t have the Disney machine or a built-in fan base. She had vision, grit (a lot of it), and a willingness to bet on herself. Her rise didn’t come from fitting into the pop mold—it came from breaking it.

Rebrand as Rebirth

In the late 2010s, after an early attempt at mainstream success under Atlantic Records, Chappell found herself at a crossroads. The music wasn’t clicking, nor was the image, so the label dropped her. She took a break, re-evaluated, and linked up with producer Dan Nigro (known for Olivia Rodrigo’s debut), and began crafting what would become her multi nominated and award winning album, The Rise and Fall of a Midwest Princess.

The genius of her branding is that it doesn’t feel like branding. Chappell’s image is DIY (at its finest), queer, theatrical, and chaotic—but behind the glitter and red wigs is a team that knows exactly what they’re doing. Her marketing is cohesive and deliberate. The visual consistency, the commitment to camp, the vulnerable lyrics mixed with on-stage flamboyance—it’s all part of the experience.

The Community She Cultivated

Where Chappell shines is in how she’s built a world around her. Her look, her sound, her live performances—everything is loud, maximalist, drag-inspired (and we are so here for it). She doesn’t just put on a show—she invites fans to BE the show. Her concerts and performances are an experience everyone wants to be a part of. She built a community that didn’t just stream her songs but celebrated her entire identity. They showed up in drag at her concerts. They turned her lyrics into anthems. They posted clips, shared memes, and ensured her name stayed in your algorithm.

This isn’t passive fandom—it’s active participation. And in the music industry, that matters now more than ever.

Fandom Is the New Marketing Engine

Major labels are no longer just scouting for talent—they’re scouting for audience. Artists like Chappell Roan prove that a dedicated fan base can be more valuable than a flashy co-sign. Why? Because fandom equals impact and revenue.

What makes Chappell’s story so compelling is that she didn’t market herself to her fans—she built with them.

And for anyone building a brand musical or otherwise, the lesson is clear: your community is your most powerful marketing tool. If you take care of them, they’ll take care of your story (which we also see in BTS’ fandom.)

Why her rise works:

• She created a world, not just a sound: From the Midwest Princess theme to the drag show energy, Chappell made herself unforgettable.

• Unapologetic queerness: She isn’t toning it down to appeal to a broader market. She’s building a new market that meets her where she’s at.

• Organic growth: Instead of chasing the algorithm, she focused on live performances and creating a personal connection. TikTok eventually caught on, but her fans came first.

• A rebrand without compromise: Chappell didn’t shape-shift to become more commercial—she doubled down on who she was and let the world catch up. And when it did, it hit hard.

Her story flips the “overnight success” narrative. She wasn’t waiting to be discovered—she was building something undeniable. And now that the industry is paying attention, she’s not toning it down.

Takeaway: You Don’t Need a Machine, But You Do Need a Vision

 From playing small venues to opening for Olivia Rodrigo, to now selling out her headline tour, she’s proof that authenticity and identity can be your marketing strategy.

Chappell Roan didn’t need a traditional pop rollout to make noise—she needed a vision her audience could believe in. She found her voice, trusted her people, and let the rest follow. It’s not overnight success. It’s what happens when your brand is your truth, which we see with both Sabrina and Chappell.

These two pop icons’ stories are just beginning, so best believe I’ll be talking more about them in the future 🙂

Thanks for reading <3

-Elise