How The Grammys Best New Artist Nominees Redefined Music Marketing

he 2026 Grammy Best New Artist category showcases artists who’ve mastered vastly different approaches to breaking through in today’s fragmented music landscape. These nominees represent the different lanes of modern music marketing, each artist finding their lane and dominating it. Here are some of the standouts.

LOS ANGELES, CALIFORNIA – AUGUST 21: Addison Rae attends Spotlight: Addison Rae at GRAMMY Museum L.A. Live on August 21, 2025 in Los Angeles, California. (Photo by Rebecca Sapp/Getty Images for The Recording Academy)

Getty Images for The Recording Academy

Addison Rae: The Creator-To-Music Pipeline

Perhaps no nominee exemplifies the power of the creator economy like Addison Rae. The former TikTok star executed a strategically planned rebrand in her breakout year. When she unleashed “Diet Pepsi” in 2024, she’d aligned herself with industry icons Charli XCX and Lana Del Rey, partnered with elite producers from Max Martin’s MxM camp, and crafted a Y2K-influenced aesthetic that positioned her as a serious pop artist. Her self-titled album launch at NYC’s The Box was part burlesque, part theatrical showcase—cementing her transformation from influencer to pop culture fixture.

KATSEYE: K-Pop’s Global Production System Goes West

HYBE’s global girl group KATSEYE represents K-pop production methodologies applied to Western markets. Their marketing strategy has been omnipresent: a Netflix documentary (Popstar Academy: KATSEYE), viral Gap campaigns that achieved 8 billion impressions, brand partnerships with Coach, Fendi, Glossier, and Pandora, and TikTok-first releases that sparked dance trends. Named TikTok’s Global Artist of the Year for 2025, KATSEYE’s “Gnarly” and “Gabriela” generated billions of views through participatory content. Their diverse lineup—representing South Korea, Switzerland, the Philippines, India and the U.S.—allowed for authentic global marketing that resonated across markets simultaneously, even introducing a viral collaboration with Puerto Rico’s Young Miko.

Olivia Dean: Classic Artist Development

Olivia Dean showcases a more traditional artist development route. Her marketing strategy focused on timing and taste. Singles like “Man I Need” dominate the Billboard charts, peaking at No. 4, with “So Easy (To Fall In Love)” not far behind at No. 15. Her neo-soul, pop-R&B sound fits squarely in Grammy voters’ wheelhouse—reminiscent of Adele and Amy Winehouse. Opening for Sabrina Carpenter on tour and securing an 84 Metacritic score for The Art of Loving positioned Dean as both critically acclaimed and commercially viable. Her marketing didn’t rely on gimmicks, just consistently excellent music released at the right moments, and an always on strategy.

Leon Thomas: The Multi-Hyphenate Advantage

Leon Thomas entered the race with six Grammy nominations total, showcasing his work as both artist and producer. His marketing strategy leveraged his industry credibility—he’s written and produced for major artists while building his own catalog. His NPR Tiny Desk performance of “MUTT” demonstrated his artistry in the stripped-down format that tastemakers respect. His album rollout balanced commercial accessibility with the artistic depth that true R&B fans love. Thomas represents the new artist archetype: someone equally comfortable behind the boards and in front of the mic.

The Marías: Alternative Authenticity

The Marías represent alternative approaches gaining mainstream recognition. The Marías leaned into their distinctive psychedelic soul sound and visual aesthetic, building a devoted following through consistent artistic vision. With a Bad Bunny collaboration and many viral TikToks under their belt, it’s safe to say The Marías have connected deeply with fans for years. Their breakout year showed that authenticity in the alternative space can translate to Grammy recognition when paired with the right cultural moment.

What unites these disparate marketing strategies is intentionality. Whether executing a rebrand, building viral TikTok campaigns, leveraging K-pop systems, or simply making excellent music content at the right time, each nominee understood their lane and committed fully. The 2026 Best New Artist category proves there’s no single path to success, but there is a requirement for strategic, authentic marketing that matches the artist’s core identity. For emerging artists watching, the lesson is clear: know who you are, understand your audience, and execute with precision. The Grammys stage awaits those who do.