The artist who tries to please the whole world runs the risk of not taking revenge anywhere
Summary
The era of global successes is falling, with the public giving priority to music by local artists, who reveals a cultural fragmentation and making a musical success all over the world.
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Do you remember when a single song dominated the whole world? In 2024, this was even more common. But in 2025 the music scene changed radically.
According to Chartmetric given, in July 2024, 49 songs were already among the most played globally. Already in the same period of 2025, this number went down to only 23.
More than a bad phase, we are witnessing a real cultural turn: the end of the collective soundtrack.
While 2024 brought us unforgettable shots like “Espresso”, “birds of a feather” and “good luck, small!” The year 2025 seems strangely silent. Despite the new releases of artists known as Sabrina Carpenter, Bad Bunny and Alex Warren, very few songs have become great hits of global scale. The industry continues to produce, but almost nothing viralizes as before.
Today the public is increasingly divided and each group feels something different. This fragmentation breaks the strength of universal success.
A recent study has shown that the public in each country is listening to more songs by local artists – a phenomenon called glocalization, which is the global mix with the place. Instead of a single song famous all over the world, now each country has its own successes. This is particularly visible in Brazil, where 47 of the 50 more played tracks in a Spotify countryside list come from local artists.
This new reality makes much more difficult for an artist “explode” on a global scale. The artist who tries to please the whole world runs the risk of not taking revenge anywhere.
The summer of 2025 does not have a strong album that dominates conversations, such as Charli XCX or Barbie that the album has already done. And summer success, as we knew, seems to be a memory of the past.
Given this scenario, perhaps the right question is not “what is the success of the moment?”, But: is there still a sound capable of uniting everyone?
Rodrigo James is a journalist, content creator and publishes a weekly newsletter Slob
With news, criticisms and thoughts on pop culture and entertainment.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
