Music in 2024: Going against the grain

We’re almost at the end of 2024. It’s flown by, right? 

And alongside Thanksgiving, Christmas and New Year’s, one of the most anticipated days of the year (for music fans, at least) is upon us: the annual release of Spotify Wrapped.

Usually, we release our own That’s A Wrap report. But as we looked at the biggest artists of 2024 and realised they’re very similar to previous years, we thought we’d do something a bit different. 

At Startle, we’re big fans of going against the grain and coming up with new ideas. It’s how you innovate and stay one step ahead. And that’s no different in music.

Here are a few of our favourite musicians who have done something different this year. Whether they changed lanes, claimed a colour and season, or just pushed the boundaries of what is expected in mainstream music, we’re big fans. 

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Post Malone

In 2024, Post Malone took a significant creative turn by fully embracing country music with his album F-1 Trillion. Known for his genre-blending approach, Post Malone shifted his focus from rap and pop to a more traditional country sound. 

The album was stacked full of hugely respected collaborators with major country stars like Dolly Parton, Morgan Wallen, Chris Stapleton, and Tim McGraw, blending his unique style with the authenticity of country instrumentation, such as pedal steel and fiddle.

Critics have praised his commitment to the genre, noting that he isn't "playing dress-up." Songs on the album range from heartfelt ballads to upbeat tracks, showcasing his ability to adapt to the nuances of country music. 

His standout performance at the 2024 Stagecoach Festival and a debut on the Grand Ole Opry further solidified his presence in the country scene. Notably, the single "I Had Some Help" featuring Morgan Wallen was a huge success across both country and mainstream charts.

This shift is seen as both a return to his musical roots - citing early influences from Hank Williams Sr. and outlaw country - and a bold experiment in pushing his artistic boundaries​. 

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Charli XCX

In 2024, Charli XCX released her sixth studio album, Brat, which marked a bold creative shift. The album drew heavily from the early 2000s London rave scene and incorporated influences like hyperpop, electroclash, and club-pop, making it one of her most experimental and aggressive records to date.

Charli described it as her most confrontational work, while still embracing vulnerability. Tracks like "Girl, So Confusing" and "Mean Girls" explored personal conflicts and societal perceptions. The album spawned a cultural wave in the summer - the iconic album cover, the specific shade of green, and the term “Brat Summer” were almost unavoidable. 

In the remix album, Brat And It’s Completely Different But Also Still Brat, she collaborated with artists such as Lorde and Caroline Polachek. Charli XCX explored some really interesting musical production techniques, pushing the boundaries of pop music and creatively reimagining all the songs on the original album. 

Brat’s huge, mainstream success is significant for experimental music, and we can’t wait to see what Charli XCX does next. 

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Tommy Richman

In 2024, Tommy Richman made significant waves in the music industry. His breakout single "Million Dollar Baby," topped charts and gained massive streaming numbers, along with other tracks like "Devil Is a Lie".

Although Tommy has had a pretty steady music output since 2016, this year he really honed in on the late 90s, early 00s R&B sound with a modern twist. His songs have showcased a mix of nostalgic and modern styles which sound new and exciting.

His debut album, released in September, has helped solidify Richman as a rising star, further boosted by his participation in YouTube's Foundry program, which supports independent artists​.

Richman’s ability to blend genres and his innovative promotional approach have set him apart as one of the most promising artists of the year.

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Mk.gee

In 2024, Mk.gee released his debut album Two Star & The Dream Police. It marked a significant evolution in his music, stepping away from his earlier lighter, funk-inspired sound to a more dark, experimental tone. The album feels groundbreaking, blending elements of R&B, rock, and soft psychedelia, using unconventional production choices like distorted synths, warbled guitars and pitch-shifted vocals. 

Our favourites? "Dream Police" and "How Many Miles" showcase Mk.gee's artistic growth, exploring raw, introspective narratives through inventive arrangements.

Additionally, Mk.gee released two singles, "Lonely Fight" and "Rockman," after the album, maintaining momentum and expanding his reach, including surpassing 1 million monthly listeners on Spotify. 

Mk.gee is unafraid to break boundaries, and because of that, he’s an artist we’re definitely watching. 

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Quadeca

Quadeca has come a long way from his YouTube rapper origins, but this year has been particularly exciting for him. 

In February, he released an album titled Scrapyard, which continued his trajectory of pushing musical boundaries. The project is unique, blending influences like pop, trap, and hip-hop. This album, though described as a "throwaway project" of tracks that didn’t fit on his earlier or upcoming albums, ironically received widespread acclaim for its emotional depth and cohesiveness.

Standout tracks include "Pretty Privilege," which blends emo guitar riffs with introspective lyrics about self-image, and "Texas Blue," which features Kevin Abstract.