The music industry is replete with examples of artists who once dominated the charts but are now perceived to be in a "flop era." Drake's standing following his 2024 rap beef with Kendrick Lamar, Katy Perry's recent less successful releases, and Lizzo's latest album failing to achieve expected traction illustrate this phenomenon. However, what constitutes a "flop" in the music world is subjective and relative.
According to Tom Breihan, executive editor at StereoGum and author of "The Number Ones Twenty Chart-Topping Hits That Reveal the History of Pop Music," a song isn't necessarily a flop if it was released with no expectations. A flop, he explained to Vox, typically occurs when a major artist fails to meet benchmarks set by themselves, their fans, or their record label. This unmet expectation can lead to public embarrassment, which is often amplified by listeners and critics.
The reasons for a song's failure are multifaceted, encompassing elements of the music itself, timing, luck, and market perception. While some flops can be attributed to a song simply not resonating with audiences, many also involve an artist misjudging the current cultural climate or "reading the room" incorrectly. Breihan noted that even successful artists can experience flops, and many have successfully rebounded.
Carly Rae Jepsen's album "Emotion" serves as a key example of a critically acclaimed but commercially unsuccessful release. Following her global hit "Call Me Maybe," Jepsen released "Emotion," a pop record that garnered critical praise and influenced the concept of artists balancing mainstream appeal with cult followings. Despite its artistic merit, the album did not achieve significant commercial success in its time, marking it as a "critically beloved flop."
The interplay between a song's musical quality, its marketing, and its potential for virality is crucial. Many artists now create music engineered for viral spread or designed to comment on their public image. When an artist like Lizzo releases music that underperforms, the narrative can quickly shift from a simple lack of song appeal to broader perceptions about the artist's likability or "goodwill." The song and the artist's persona can become inseparable, as can the song and its marketing campaign.
Katy Perry's career trajectory offers another case study. Historically, pop stars enjoyed extended periods of dominance with multiple hit singles. Perry's career followed this pattern, but her later albums saw a decline in chart performance. Her 2020 album, released at the pandemic's outset, faced challenges, compounded by her subsequent commitments to "American Idol" and Las Vegas residencies. Her return to her pop star identity was further complicated by reuniting with producer Dr. Luke, who had been accused of misconduct by Kesha, an artist with whom Perry had a prior friendship. This confluence of factors provided ample material for public discussion and criticism.
Even songs that debut at number one can be considered flops if their success is primarily driven by initial streams and online conversation, leading to a rapid decline in chart presence. Michael Jackson's 1996 single "You Are Not Alone" debuted at number one but quickly fell from the charts, and the album did not perform exceptionally well. The song is not widely remembered today, falling into what Breihan terms the "notorious shadow zone."
Conversely, many songs initially disliked by critics have become enduring classics. "MMMBop" by Hanson and "Wannabe" by the Spice Girls, for example, were once considered irritating but are now recognized as hits. ABBA, initially dismissed by some critics, is now celebrated for its influential pop catalog. Similarly, the Quad City DJ's "C'mon N’ Ride It (The Train)" was not critically lauded in the 1990s but remains a popular track.
A common misconception about pop music success is that labels or corporations can engineer hits solely through marketing and trend observation. While these efforts can create an impression of connection, genuine, sustained success hinges on public reception.
Artists facing a "flop era" have several avenues for response. Many transition to behind-the-scenes roles as songwriters, producers, or managers. Max Martin, who has accumulated numerous number-one hits as a songwriter, was once the lead singer of a Swedish band called It's Alive that failed to gain traction. This shift to a different role within the industry is a recurring theme in pop music history.