Pop Stars Take Control of the Narrative on Substack
Charli XCX, Doechii, and Troye Sivan are among a growing number of musicians using Substack to engage directly with fans and reclaim control of their public image, moving beyond the limitations of platforms like X (formerly Twitter) and Instagram.
The Limitations of Traditional Platforms
The current online landscape, characterized by a “content mill” driven by speculation, misinformation, and “stan” culture, often leaves artists unable to control the narrative surrounding them. While platforms like X and Instagram offer reach, they lack the space for nuanced conversation. X, in particular, has become overrun with AI bots and rage-baiting accounts, diminishing meaningful engagement. Instagram, while visually focused, doesn’t lend itself to in-depth discussion.
Substack as a Refuge for Longform Content
Substack provides a space for artists to publish longform written content, offering a more direct line of communication with their audience. Charli XCX, with over 17,000 subscribers within 48 hours of launching her Substack, has been at the forefront of this trend. Her writing directly engages with conversations pop stars are typically excluded from. Doechii and Troye Sivan have similarly embraced the platform, using it to explore themes of identity, artistry, and the pressures of fame.
Doechii’s Exploration of Accessibility and Racism
Doechii’s Substack posts, such as “If You Were Writing to Black People, You Wouldn’t Have to Edit So Much” and “My Shower Head Is Racist,” demonstrate a commitment to speaking directly to her audience without the need for constant explanation or accommodation. She uses stylistic choices—bolding and italics—to mirror the inflections of her musical voice. Her work highlights the persistent need for Black women to over-explain themselves and addresses systemic issues like racism in technology, specifically the design of showerheads that don’t cater to Black hair.
Charli XCX and the Pursuit of Thoughtful Conversation
Charli XCX has consistently sought thoughtful conversations about pop music and celebrity online. She’s used her Substack to provide context to her artistic choices and challenge perceptions of pop stardom. In her essay, “The Death of Cool,” she reflected on a concert experience where the audience felt disconnected from the music and the community it represented. She previously engaged in similar discussions on X, predicting a move towards minimalism in pop music.
Troye Sivan’s Vulnerability and Body Image
Troye Sivan’s Substack posts, including “Feeling a Bit Uggo (Ugly),” offer a raw and unfiltered seem into his personal struggles with body image. He responded to criticism from a cosmetic doctor who pointed out perceived “flaws” in his appearance, detailing his complicated relationship with his body and his consideration of cosmetic procedures. Sivan’s experience highlights the pressures faced by artists in the age of social media and the constant scrutiny of their appearance.
A Shift in the Artist-Audience Dynamic
These artists—Charli XCX, Doechii, and Sivan—share a common intention: to dismantle the expectation of nonchalance and disinterest often projected onto performers. While Substack doesn’t offer complete escape from criticism or misinterpretation, it provides a space for artists to reclaim their narratives and engage with their audience on their own terms. Zara Larsson noted that the key to success on the platform is authenticity, advising artists to “be yourself.”
The Future of Artist-Driven Content
Whether Substack can alleviate the pressures faced by artists remains to be seen, but it represents a significant shift in the artist-audience dynamic. The platform encourages a more critical and engaged approach to pop culture, requiring a willingness from both artists and audiences to participate in meaningful conversation. As Charli XCX stated, writing publicly allows her to “create the context,” ensuring that her message is “understood the first time I say it.”