Lola Young x Spotify: Fandoms as the new marker of success

Once upon a time, queues would trail miles outside of HMV’s across the country when an artist released a new album. Getting there before opening time was the only way to secure the latest release. Physical record sales had the potential to catapult someone into the mainstream, or landing a single in the national charts was a sure-fire route to success. Fast forward slightly and the number of iTunes downloads a song reached was a strong indicator of mass popularity. I have vivid memories of being given a £4 budget to buy songs on my iPod Nano for a holiday. At 79p a pop (59p if you were lucky), this became a highly deliberated decision, pouring over which singer was worth your limited budget. But now, in the digital age, the marker of success and an artist’s subsequent popularity increasingly lies in the hands of their fans. With more ways than ever to interact with our favourite artist or band — whether that’s following them on Instagram or using their music in our TikTok videos — fandoms hold the potential power in making someone a star. 

At Lola Young’s gig in collaboration with Spotify on Friday night, the devotion and passion of her fanbase filled the room. Inside Shoreditch’s warehouse-style Protein Studios, around sixty of Young’s top Spotify listeners gather to celebrate her new album, I’m Only F**king Myself. Potentially a perfect example of how our modern world can catapult artists into the limelight, Young’s breakout song was her 2024 single “Messy”, which quickly went viral on TikTok for her unique sound and skilled lyricism. The song exploded across the music scene, with many fans, notably Gen Z, relating to her raw and authentic songwriting and drawing in a distinct fan base who have connected so deeply with her music. Teasing her two-point-six million followers on TikTok with snippets of her new album, fans quickly took to the comments to express their excitement, with one writing: “I love how every single song feels so raw! I can tell you’re not just putting words to a beat. You’re writing poetry and then creating music from it and its soooo beautiful!” By laying bare her own struggles through her music, Young has undoubtedly struck a chord with listeners who admire her vulnerable lyrics, which are both honest and strikingly relatable. 

Since then, support surrounding Young has been undeniable, with her popularity soaring across streaming platforms, social media and live shows alike. According to Spotify data, Young’s followers have grown 410% since October 2024, with the highest proportion of listeners sitting in the 25-29 age bracket. Even under the dim light, it’s clear her audience sees in the singer a fresh vision of young artistry. Nina and Ella from East London, who have followed her since the early records, told me at the album launch they love her music because “it’s fucking raw and nobody else is hitting it in that way”. Admiring how she refuses to seek anyone’s approval, they described her writing as “confessional.” “When you see her live, it’s just undeniable,” Ella added. “She’s a powerhouse.”

The devotion of Young’s listeners is a testament to the impact of her music. More than just viral clips, her words have moved people, and in return she is surrounded by a fiercely loyal community. This talent is underpinned by her undeniable poetry prowess, on full display at the Spotify album launch as she performed her own poems and invited friends and family to share theirs. Even her grandfather took the mic to read a few of his own. It’s clear that poetry is in her blood. For Lily from Brighton, it’s this blend of poetry and musicianship that enamours her. “It’s so moving. You can’t not feel anything from that,” she told me. “I feel like I need to just burst into tears.” Sydney from London agreed: “It’s really heavy-hitting and raw — but in a good way. Her music is just completely honest. All the things you’re not meant to talk about, all the taboo, she makes it sound beautiful.” 

Creating good music is one thing, but crafting words that connect so profoundly with listeners is a skill few artists master — and Young does so with effortless ease and nonchalance. Her work sits at the intersection of music and poetry, a space of vulnerability and honesty that has earned her such a devoted following. In an era where fan engagement can launch, and sustain, a career, Young’s community shows how devotion has become the new chart position. As Drew from North London put it, “Her music is like harsh love — you just connect with it. Everything about her is very authentic; it doesn’t feel like she’s performing.”