[Test] This “Marvel” used an old hit to boost her popularity with fans. Here’s how she pulled it off.

From the desk of Miles Everson:

Hello, everyone!

I hope you had a wonderful weekend.

Let’s kickstart the new week with one of our  “Marketing Marvels.”  Every Monday, I write about outstanding individuals exploring the remarkable marketing and business insights we can learn from their careers and successes.

Ready to know more?

Keep reading below!

A great song can make people stop and listen… but what makes them remember the artist behind it?

For artists looking to build careers that last, the answer goes beyond the music they’ve written.

Let’s take the musical career of  Zara Larsson  as an example.

Over the years, Larsson has released musical hits beloved by audiences across the world.

Unfortunately, this didn’t automatically translate to brand recognition. While Larsson’s songs gave her a place in the world of music, many didn’t know about the artist behind the songs.

Instead of sitting idly by, Larsson closed this gap.

How?

Let’s take a close look at her career first.

Who is Zara Larsson?

Larsson is a Swedish pop singer who first gained global recognition through hit songs like  “Lush Life , ”  “ Never Forget You , ”  and “ Symphony. ”

Throughout her career, she established herself as a hit songmaker, releasing catchy pop records backed by powerful vocals.

Despite Larsson’s status as a hitmaker, her recognition among music fans never quite reached the heights of contemporaries like Billie Eilish, Ariana Grande, and Taylor Swift—until she capitalized on Internet virality to close that gap.

Years after its release, “ Symphony,”  a song Larsson wrote, resurfaced on TikTok through a viral " dolphin meme," where vibrant dolphin images were paired with emotionally resonant captions.

Rather than ignoring the trend, Larsson joined in on the trend, interacted with fans, and embraced the renewed attention around her song. She even brought the joke into her U.S. tour, performing “ Symphony ” at her concerts with the viral dolphin visuals playing behind her.

Larsson also took advantage of the so-called “ Khia Asylum ”, a meme that talks about pop stars perceived to be “one-hit” wonders who faded into obscurity after releasing a hit song.

She was among the artists who were featured in that meme. Instead of taking offense, she embraced it to draw further attention to her brand.

Larsson’s willingness to take advantage of social media trends enabled her to elevate her profile and popularity. Her career also offers lessons for both those who work in the worlds of marketing and business.

• Authenticity and Adaptability

  Whether Larsson is giving interviews or posting online, she comes across as natural and easygoing. She's funny, comfortable laughing at herself, and unafraid to show her personality to fans.

  These qualities made her relatable to her audience!

  What’s more? She isn't afraid to embrace  change.

  Pop culture changes quickly, and trends and relevance come and go easily.

  Larsson’s success and resurgence shows her openness to taking advantage of social media trends and using the attention she gets to maintain relevance and stay connected with audiences both old and new.

• Visually recognizable

  From music videos to performances and social media content, Larsson developed an aesthetic that's vibrant, confident, and undeniably hers.

  Her aesthetics lean heavily into a summery, Y2K-inspired aesthetic, blending vibrant pinks, reds, and citrus tones with colorful makeup, glitter, rhinestones, and beach-inspired details.

  Larsson’s stage outfits also feature bold prints, sparkly details, and playful silhouettes that match the upbeat energy of her music.

A Musician Beyond the Hits

Larsson's career demonstrates that a successful song or viral moment can open the door, but what happens  after  that moment matters just as much.

Her renewed visibility gave her an opportunity to show audiences more of who she was beyond the songs they already knew.

The result?

A stronger public identity that extended beyond her music.

Larsson's career shows that success isn't always about having the biggest hit or making the most noise. It's also about  knowing how to turn unexpected opportunities into new ways of connecting with audiences .

After all, a trending moment can put an artist in the spotlight. What follows determines whether or not that moment is used to build a lasting career.

Hope you’ve found this week’s topic interesting and helpful.

Stay tuned for next Monday’s Marketing Marvels!

There’s a certain kind of creator who doesn’t flood your feed, doesn’t chase every trend, and doesn’t beg for attention.

Learn more about  Frank Ocean  in next week’s article!