Quite a few music artists are in their flop era right now. Think about it: Drake hasn’t been the same since Kendrick Lamar knocked him out in their 2024 beef. Katy Perry once dominated the charts, but her recent releases haven’t been fireworks. And there was once a point where it felt impossible to step foot in a workout class without hearing Lizzo, but her latest album fizzled out.
Some examples, in other words, are obvious. But what does it really mean for a song to flop? According to Tom Breihan, executive editor at StereoGum and author of the book The Number Ones Twenty Chart-Topping Hits That Reveal the History of Pop Music, it’s all relative.
“There’s a million songs on Spotify that nobody will ever hear,” he told Vox. “Those songs are not necessarily flops because they did not necessarily come with expectations. When a major artist does not reach whatever benchmark they or their fans or their label expect for them, it can be embarrassing. People love to seize upon that embarrassment and take off running with it.”
Why do some songs flail while others succeed? And how does an artist bounce back from those unmet expectations? We find out that and more on this week’s episode of Explain It to Me, Vox’s weekly call-in podcast.
Below is an excerpt of my conversation with Breihan, edited for length and clarity. You can listen to the full episode on Apple Podcasts, Spotify, or wherever you get your podcasts. If you’d like to submit a question, send an email to askvox@vox.com or call 1-800-618-8545.
Are the songs that flop bad? Is that why they’re flopping?
In some cases, yeah. You can definitely pick out a few and be like, “That wasn’t the one.”
A lot of it is just timing and luck. Sometimes an artist comes along at the exact right moment and builds up goodwill and puts out the right song for themselves. Sometimes they misread the room in sort of howlingly, clangingly obvious ways, and they end up not doing well.
It’s happened to plenty of great people. Plenty of stars have bounced back from having flops, but it does happen.
What are some really good songs that have flopped?
As an online indie music critic, my prototypical example is Emotion by Carly Rae Jepsen. She had had this gigantic global breakout smash with the song “Call Me Maybe.” The album that she put out after this is this brilliant, layered, excellent pop record that became, I would say, influential upon the idea that you could be a pop star who was a cult artist, like an indie rock band or an underground rapper. But it didn’t sell. It didn’t do numbers. So in its moment, it was a critically beloved flop.
How much of becoming a hit is about the music itself and how much of it is about virality and marketing?
Those things are so bound up with each other. A lot of the time, artists are making songs that are engineered to go viral, or they’re making songs that comment on their own public perceptions.
When someone like Lizzo comes along and puts out a record that doesn’t do well, it becomes a bigger story than just, “Oh, people weren’t feeling this song.” It becomes, “Oh, people don’t like this person,” or “This person has run out of goodwill.”
Like a Lizzo song: You hear her persona jumping through the speaker, whether the song does well or not. So the song and the artist become inextricable from each other. The song and the marketing become inextricable.
There is another example of an artist who has gone from really high highs to very low flops that I would love to get into, and that’s Katy Perry. I feel like we’ve come a long way from Left Shark at the Super Bowl. What happened there?
Katy Perry has had the career that pop stars used to have, where they have a crazy dominant stretch where they’re knocking out hit after hit after hit, and they’re unstoppable. Then everything kind of tails off over time. One album has five No. 1 hits. The next album has two No. 1 hits. The next album has no significant hits at all, but a couple top 10s.
She put out an album right at the beginning of the pandemic. You can say, “Well, that one didn’t do well, and that’s not her fault.” Then she spent a long time on American Idol as a judge; she spent a long time playing Las Vegas residencies. And then she was like, “That’s it. I’m quitting American Idol. I’m coming back. I’m being the pop star that you all want me to be.“
She made a bad album. She also reunited with Dr. Luke, who was the co-writer and producer of lots of her big hits but who, in the time since she stopped working with him, accusations were made. Kesha, who was friends with Katy Perry when she came up, was the person making those accusations. So there’s a lot for the internet to glom onto there.
“Especially now, a song can debut at No. 1 based on streams and conversation, and then it can disappear from the charts.”
That’s how a song goes from being a bad song to a notorious flop — when not only does the song not perform, it actually burns up a lot of the goodwill that this person has had.
What songs did everyone maybe expect to be huge, but then bombed?
It is possible for a song to be a No. 1 hit and still a flop. Especially now, a song can debut at No. 1 based on streams and conversation, and then it can disappear from the charts.
In 1996, Michael Jackson released “You Are Not Alone.” The song debuted at No. 1. It fell pretty quickly. The album didn’t do that well. The song ultimately is not remembered that well, and has really entered the notorious shadow zone over the years.
Are there examples of songs that critics hated initially, and then over time became classics?
So many. The songs that were hits and were universally regarded as irritating in their time have a great hit rate. People were annoyed by “MMMBop,” by Hansen, or “Wannabe” by the Spice Girls.
There were certainly critics who understood ABBA when they were popping off, but they were, I would say, widely regarded as a punchline. Now that is just an impeccable, beautiful, influential pop catalog.
A song like the Quad City DJ’s ““C’mon N’ Ride It (The Train)” was not a song the critics were really lining up to praise in the 1990s, but as a person who was a child then, I can tell you that song goes so hard and never stopped going hard.
What’s the biggest misconception people have about pop music success?
I think the biggest misconception is the idea that a label or a corporation can engineer a giant hit. They can observe trends. They can put their money into promotion. But you never know what people are going to actually grab onto and what they’re not.
There are things that they can do to create the impression that something is connecting, but you need to have real sustained success to have everybody be like, “Okay, no, this actually is huge.”
How do artists tend to respond if they’ve entered a flop era?
There’s a grand, beautiful history of artists who instead of trying the same thing over and over again, they become behind-the-scenes figures. They write songs for other people, or they produce, or they become managers.
Max Martin, who is now ahead of John Lennon, but behind Paul McCartney in terms of songwriters with No. 1 hits, he was the lead singer for a Swedish band in the ’80s that was trying to be Bon Jovi, and they never caught on. His band was called It’s Alive. You can look their songs up online. They’re not that great, but he wound up making all these incredible records with all these different people.
There’s a lot of that. That has happened many, many times throughout pop history. It’s certainly one way to deal with the flop problem.
