Lola Young: How the Singer's Slow Burn Strategy Led to a Viral Breakthrough

Who is Lola Young?

Lola Young is a 24-year-old artist from South East London who took over late last year with her mega-viral hit, "Messy." But before that breakout moment, she spent years building her career brick by brick, preparing herself for the perfect opportunity when it finally arrived.

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Her start came at the Brit School, a prestigious music institution in London with legendary alumni like Adele and Amy Winehouse. Shortly after graduating, she agreed to a management contract and signed with Island UK. Even with industry connections and her distinct sound and persona, it still took six more years of consistent work before her career truly broke out.

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Lola’s journey is defined by consistency, patience, and a relentless work ethic—qualities that any independent artist can learn from and apply to their own path.

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Consistency, Not Gimmicks

Sustained success isn’t about just one viral moment. From the time she was signed at 18 until her first brush with virality via 2022’s “Don’t Hate Me,” Lola Young developed a content strategy prioritizing consistent, high-quality videos. Even with a year and a half between “Don’t Hate Me” and the success of “Messy,” she never got discouraged—she continued to engage consistently across social media, building a dedicated audience that kept coming back.

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She posted on TikTok three to five times per week, Instagram two to three times, and YouTube Shorts once or twice. The tone was always authentically hers—not overly polished or trend-chasing—just high-quality videos that resonated with her fans.

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Touring Still Matters

Lola Young isn’t the product of any single platform or algorithm. She has performed across the country in the US, UK, and Europe, logging eight headlining tours and opening for eight more artists between 2019 and 2024. By connecting with fans in person, she built loyalty and long-term investment in her artistry.

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For any artist looking to turn online attention into a solid fanbase, the answer might be simpler than expected: get on stage. Whether it’s your hometown or a new city, live shows give people a reason to feel your music in a way social media alone can’t replicate.

Her Breakout Album

Over the last few years, Lola released several new singles and projects, including her first breakout hit, “Don’t Hate Me,” in 2022. After extensive touring, she recorded and released her next album, This Wasn’t Meant for You Anyway, in 2024. The album featured the singles “Conceited” and “Messy.” It was “Messy” that took off late last year, reaching number one on the UK Official Charts and breaking into the top forty in the US.

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This pivotal breakthrough coincided with a chance to collaborate with Tyler, The Creator on his album, CHROMAKOPIA. Their track, “Like Him,” introduced Lola Young to a broader audience right as “Messy” was exploding in popularity, propelling her career to new heights. By the time these listeners found her, she already had a defined artist identity, an established catalog, and dedicated fans waiting—so it’s no surprise “Messy” soon surpassed even her high-profile collaborations.

Key Takeaways from the Case Study

Here are a few takeaways the full case study explores in greater detail:

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• Stay consistent, even when the numbers don’t hit.

• Invest in your live show—even if you’re playing to 10 people.
• Use Instagram and TikTok as tools, not crutches.
• Don’t wait for the “big break” to act like a pro.
• You don’t need industry connections to start acting like you have them.

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Want the Full Details?

We took a deep dive into Lola’s social media presence, analyzing her most viral videos across Instagram, Facebook, and TikTok as well as details on her touring history and collaboration strategy. We uncovered how she built her audience and kept them engaged over time.

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If you’re developing a release plan or wondering how to keep momentum going after your next drop, this is the kind of information that could change your approach.