Chappell Roan Marketing Strategy: Promoting Your Album Post-Release

Who is Chappell Roan?

Chappell Roan is a Missouri-born pop artist who has become one of the most exciting new voices in the music scene. Known for her theatrical, glitter-filled visuals and emotionally charged pop hooks, Roan made waves with her debut album, The Rise and Fall of a Midwest Princess, released in September 2023. But Roan’s rise was far from conventional.

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By the time record labels came knocking at the end of 2022, Roan had already completed her debut album and sold out an entire headlining tour. Taking months to evaluate potential suitors, she was deliberate about the control she wanted over her career. “I put the labels through hell,” she said in an interview, demanding detailed pitches on how they would market her. “If you can’t even do it in a hypothetical situation, you don’t know how to figure it out. I’m definitely not signing to your ass.”

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Ultimately, Roan chose to sign with Island Records via Amusement Records, the imprint of her longtime collaborator Dan Nigro. This gave her the creative freedom she craved, along with the financial resources of a major label. Her journey from hot-gluing Gushers onto DIY merch to wearing couture onstage and performing in a custom-made swan dress on The Tonight Show shows just how far she has come—while staying true to her artistic vision.

By August 2024, Roan had an impressive seven songs simultaneously charting on the Billboard Hot 100. Tracks like "Good Luck, Babe!", "Hot to Go!", "Red Wine Supernova (Magician's Cut)", "Pink Pony Club", "Casual", "Femininomenon", "Naked in Manhattan", and "My Kink Is Karma" became sleeper hits, solidifying her status as a rising pop star. This unexpected chart takeover demonstrated how Roan’s authentic storytelling and creative marketing connected with audiences long after the album’s release.

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Chappell Roan’s journey shows that success doesn’t always happen overnight—it’s about consistency, creativity, and community. Through a thoughtful post-release strategy, Roan kept her music in the spotlight well into 2024. Her ability to create experiences for her fans and engage them through both live performances and online content is something every emerging artist can learn from. Let’s break down how she did it and how you can apply these strategies to your own music career.

The Chappell Roan Debut: The Rise and Fall of a Midwest Princess (September 2023)

How Chappell Roan Did It:

Chappell Roan’s debut album The Rise and Fall of a Midwest Princess immediately turned heads, especially after her viral success on TikTok. In the lead-up to the release, she used social platforms like Instagram and TikTok to drop teaser clips, share behind-the-scenes moments, and reveal personal stories that connected with her fans. Roan also understood the importance of building momentum by using her viral hit "Pink Pony Club" to generate anticipation. Her narrative—rooted in small-town dreams and self-discovery—resonated deeply with her audience.

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Artist Takeaway:

Create moments of anticipation ahead of your album release by sharing personal stories and teasers on social media. Chappell Roan kept her audience invested by making them a part of her journey. Building excitement can be as simple as offering sneak peeks into the album’s themes or showing the human side of your artistry.

Midwest Princess Tour Kickoff (September 2023)

How Chappell Roan Did It:

Just days after releasing The Rise and Fall of a Midwest Princess, Roan hit the road for the Midwest Princess USA tour. This was a strategic move—she brought her album to life through immersive live shows, complete with over-the-top costumes and theatrical visuals. Each show had a distinct energy, with Roan fully embodying her album’s glitter-filled world. She even invited local drag queens to open her shows, blending music with community involvement.

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Artist Takeaway:

A tour directly after your album release is a powerful way to extend the life of your music. Roan’s Midwest Princess tour allowed fans to experience the music in a new way. Shows are an opportunity to further connect with your audience—make them memorable, and think about how to visually represent your album’s themes.

VEVO DSCVR and High-Quality Music Video Release (November 2023)

How Chappell Roan Did It:

Roan capitalized on her album’s success with a high-quality video feature on VEVO's DSCVR "Artists to Watch" series. The video, shot with intricate, kaleidoscope-like visuals, matched her pop-driven sound, providing a strong visual representation of her album’s aesthetic. By partnering with platforms like VEVO, Roan ensured her music reached broader audiences through polished, official live performances and cinematic videos.

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Artist Takeaway:

Invest in high-quality video content and platforms that extend your reach. Chappell Roan understood that in today’s digital age, visuals are just as important as the music itself. YouTube is a powerful tool to amplify your music—whether it’s through a polished music video, a live performance, or intimate acoustic sets. Collaborate with visually-driven platforms to present your music on a larger stage.

Late Night TV Debut: The Late Show with Stephen Colbert (February 2024)

How Chappell Roan Did It:

Roan’s national TV debut on The Late Show with Stephen Colbert was a major moment for her post-release strategy. She performed "Pink Pony Club" and other standout tracks, giving her a platform to showcase her performance skills to a new audience. Late-night performances not only reaffirmed her as a serious artist but also allowed her to introduce her music to a wider demographic.

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Artist Takeaway:

TV appearances or other media features are a fantastic way to push your music into the mainstream. Roan’s late-night debut helped her music reach new corners of the industry. Click into press opportunities where you can present your music to fresh ears—every appearance counts towards building long-term recognition.

Opening for Olivia Rodrigo: Guts Tour (February 2024)

How Chappell Roan Did It:

Opening for Olivia Rodrigo on the Guts world tour in the was another strategic move in Roan’s post-release journey. The opportunity introduced her music to a much larger fan base, allowing her to perform songs from Midwest Princess for new listeners. On tour, she kept her performances fun, upbeat, and visually engaging, further solidifying her as a rising star in the pop world.

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Artist Takeaway:

Securing an opening slot for a bigger artist can significantly grow your audience. Collaborating with other artists—especially those whose fan base overlaps with your own—can help you rise faster. In Roan’s case, she was able to sustain interest in her album months after its release by consistently staying in front of new audiences.

Official Live Performance and Acoustic Versions (March 2024)

How Chappell Roan Did It:

In March 2024, Chappell Roan performed an intimate, stripped-down set for NPR’s Tiny Desk Concert series. Songs like "Pink Pony Club" and transformed from their pop-heavy production into raw acoustic renditions. This move showcased the versatility of her songwriting and added emotional depth to her music. Fans loved hearing a more personal side to tracks they already knew.

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Artist Takeaway:

Acoustic or stripped-down performances offer a fresh perspective on your music and give fans a reason to re-engage with songs they already love. These performances add emotional depth and allow your audience to connect with your music on a different level. Consider performing stripped versions of your tracks—by stripping down the production, you offer something fresh to your audience.

Festival Performances: Governors Ball & Coachella (April 2024)

How Chappell Roan Did It:

Roan made her mark at major festivals like Governors Ball and Coachella. At Governors Ball, she stunned the crowd by entering dressed as Lady Liberty—a bold statement that paid tribute to her theatrical persona. Covering Lady Gaga’s "Bad Romance" was another standout moment, allowing her to honor her influences while still keeping the energy high. Festival appearances kept her music in the public eye and aligned her with other major acts.

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Artist Takeaway:

Festivals are high-stakes opportunities to leave a lasting impression. Chappell Roan’s bold choices and standout visuals helped her stand out from the crowd. If you’re looking to gain traction through festivals, think of ways to create memorable experiences. Use these shows to present the full scope of your music’s world, ensuring your performance becomes a talking point.

What Emerging Artists Can Learn from Chappell Roan's Post-Release Strategy

Chappell Roan’s success with The Rise and Fall of a Midwest Princess can be attributed to her creative approach, consistent engagement with fans, and ability to stretch her album’s lifespan long after the initial release. Whether through high-energy shows, late-night TV performances, or acoustic renditions, she found ways to keep her album in the spotlight. By consistently creating content that connected with her audience and partnering with larger platforms like VEVO and national tours, she ensured her music reached new ears.

Final Takeaways:‍‍

1. Invest in Visuals – Chappell Roan’s bold, theatrical visuals—from high-quality music videos to standout festival performances—played a huge role in defining her brand and keeping fans engaged. Your visuals can be just as impactful as your music. Think about how you can visually represent your story in a way that resonates with your audience.
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2. Community as Your Muse – Roan involved her fans and broader community in her journey, whether by inviting local drag queens to open her shows or sharing the personal stories behind her songs. Engage with your community and create something that reflects their experiences, too. When your audience feels like they’re part of your creative process, they’ll be more excited to support your work.
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3. ‍Bring Your Music to Life – Roan didn’t stop at just releasing music; she transformed it into a full experience. From the Midwest Princess tour to acoustic performances, she continuously offered new ways for fans to experience her world. Think beyond the studio—whether it’s through live shows, collaborations, or re-imagined versions of your songs, make your music feel alive.
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4. ‍Stay Consistent and Creative – Roan kept her music in the spotlight by staying active and exploring new opportunities. Whether through collaborations, TV appearances, or festival stages, she always found fresh ways to reach new listeners. Consistency is key—continue experimenting with different platforms and formats to keep your audience engaged long after your release.
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5. ‍Engage Your Audience on Multiple Platforms – From TikTok to major press outlets, Roan understood the importance of engaging fans on different platforms. As an emerging artist, experiment with social media, video content, and live performances to create touchpoints where your audience can continuously interact with your music.
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Chappell Roan’s post-release journey demonstrates the power of creativity, dedication, and smart marketing. Emerging artists can learn from her ability to sustain interest in her debut album and adapt similar strategies to grow their own careers.

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