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How Roxy Dekker Captivated a Nation
Just one year ago, the question 'Who is Roxy Dekker?' was still something that was asked sometimes (yes, by boomers, but still), but that’s no longer the case. And now, with her first tour being sold out in minutes, and winning a MTV EMA(!!) award for best Dutch act, it's safe to say that Roxy Dekker is the moment. We’re seeing a shift in the way pop artists rise compared to previous years. Artists who create a community and culture are being rooted for, and are visiting the charts hit after hit. They’re dominating the charts with one hit after another, creating cultural moments that marketers can’t afford to overlook. We’re here to tell you all about the magic behind her brand and music. Let’s break down the path she’s walked so far.
TIKTOK HEARD IT FIRST
Let us take you back to the beginning. Roxy Dekker was creating TikToks from her room. She had a format on her TikTok, where viewers were able to submit three random words, and Roxy would create a song from this. This is where the first draft of her first hit ‘Anne-Fleur Vakantie’ was created. Her followers were so excited about this song, that they convinced her to turn it into a single. She took her followers along in this process, and finally released her first hit.
From this moment on, she became the absolute it-girl. She scored hit after hit, and her popularity kept on rising. Where she at first just reached her TikTok audience, she quickly became popular among everyone in The Netherlands, having her songs played in clubs, stores and on the radio.
defining cultural relevance
Fans and artists are valuing culture and community more and more. Rising pop stars that were barely streamed last year, are now conquering the charts. Artists like Roxy Dekker have become indispensable in Dutch culture. After seeing what a cultural movement these new artists can bring, mainstream media, festivals, events and concerts start to appreciate it more. As they should, because nobody can deny that these new artists are defining cultural relevance. If you want to stay relevant among all audiences, you have to listen to the culture, and understand that times are changing.
BUT WHATS THE MAGIC BEHIND ROXY DEKKER?
Lekeisha Irion, Head of A&R at Warner Chappel Music:
“What makes Roxy unique is that she has created her own new lane within pop music. A lot of artists try this, and they don't always succeed. Roxy really excels at it. She makes music that is very close to herself, yet represents a whole generation. Part of her success is also who she is. She’s down-to-earth and very close to her audience, and she keeps making that connection. That really sets her apart. She is the girl next door. All mothers want her as a daughter-in-law, all girls want her as a friend, and all boys want her as a girlfriend. There is something in it for everyone.”
a cultural shift
As we mentioned before, there’s been a shift in how we view artists. In the past, stars felt untouchable, almost inaccessible. Think of Beyoncé, for instance. But now, people value artists who are relatable, and social media has narrowed that gap considerably. Fans are drawn to artists who feel like the girl (or guy) next door: aspirational yet approachable. They want someone they can look up to but still imagine as part of their own world. Someone you could sit next to in class, or walk past in the grocery store.
If you’re looking at Roxy, she really embodies this. The way that she uses her socials and engagement is so different from other artists. She really engages with her community. Each tune involves an entire TikTok campaign in which she knows how to choose just the right snippets to cause a whole social hype.
She also interacts so much with her followers and fans. This way she feels approachable, which makes her seen as the girl next door, the friend. She really knows her community.
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Julian Vahle, producer Roxy:
“Roxy doesn't take herself so seriously, but in the best possible way. She takes her career very seriously, and works super hard for it. But in the studio, nothing is too crazy. If she thinks it’s a hit and it suits her, we produce the track. She's never afraid to try new things if she believes in them. Her songs are catchy, and fit seamlessly with how real she is on social media. With her music she just tells it how it is, she owns it. And that's a unique skill.”
WHAT'S IN IT FOR THE MARKETER?
Make sure to keep up with culture and to really listen to it. Times are changing. Consumers want to listen and look up to someone that feels approachable, yet aspirational. The girls next door are the new it-girls. Want to stay relevant? Keep your community involved, listen to them, and don’t be afraid to switch things up.
