Fandoms to Watch: Hyperpop
Published 01 July 2025
Hyperpop – 2010s-originating maximalist pop music characterised by abrasive beats, gaming-influenced sonic textures, and glitchy, vibrantly chaotic aesthetics – is resurgent, delivering nostalgic, hedonistic catharsis for world-weary Gen Z. With #hyperpop TikTok views hitting 3 billion in spring 2025, a thriving fandom is propelling this global underground scene into mainstream, must-know youth culture. In the latest Fandoms to Watch report, we outline key cohorts, artists and online/offline hubs.
Hyperpop Fan Cohorts: A Guide
Must Know Artists & Anthems: The New Guard
Fandom Havens: Online Raving & IRL Club Culture
Facing challenging early adulthoods, 43% of global Gen Z say they’re seeking every opportunity for fun. Brash, exuberant hyperpop delivers on multiple fronts, generating distinct fan subsets and multiple brand access points. Key cohorts include the maximalist Glitchcore Gang, DIY-enthusiast Digicore Devotees, queer-aligned Fluidity Explorers, angsty Emo-Pop Purists and remix-hungry Dariacore Disciples (particularly in Japan).
Facing challenging early adulthoods, 43% of global Gen Z say they’re seeking every opportunity for fun. Brash, exuberant hyperpop delivers on multiple fronts, generating distinct fan subsets and multiple brand access points. Key cohorts include the maximalist Glitchcore Gang, DIY-enthusiast Digicore Devotees, queer-aligned Fluidity Explorers, angsty Emo-Pop Purists and remix-hungry Dariacore Disciples (particularly in Japan).
In 2024, streams of Spotify's hyperpop playlist surged by 40%, thanks not only to new music from beloved millennial veterans of the original scene but also to an ascending crop of newer Gen Z artists redefining the genre for their generation. We identify key future-forward hitmakers, including micro-genre experimenters, auteurs influenced by hip-hop and K-pop, and rising pop fashionistas.
As a digital-first music movement, new-gen hyperpop is inextricably linked with intimate online communities offering safe spaces for non-conformity, from artist-fan engagement on Discord to Roblox raves and Zoom dance parties. But underground IRL events are also reviving hyperpop club culture, delivering much-needed real-world joy and extra potent potential brand touchpoints.
Fandoms to Watch: Hyperpop
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