If Olivia Dean’s rise has been meteoric, Zara Larsson’s has been years in the making.
It’s almost a decade since the Swedish star first performed at Big Weekend – opening the main stage in Hull.
But her global popularity has exploded recently, powered by viral dances, high-profile collabs and, she says, by becoming “the most me”, external.
It would be naive to think sounds and personalities aren’t still carefully curated by talented teams.
But the shift does at least seem to reflect fans’ perceptions – and what they’re craving.
“It’s like Zara Larsson’s bloomed into the full butterfly version of herself, like this is the Zara,” fan Christian 25, tells BBC Newsbeat.
His friend Leanne, 26, agrees, saying: “The dances, her make-up, everything she’s wearing in this era, it’s incredible.”
She’s not the first star to claim that authenticity can be the key to breaking through with more savvy and social media-focused audiences.
The message? To stop aiming for old-fashioned stereotypes of what a pop star should look and sound like, and instead lean into your own artistic instincts and true character.
Girl group FLO agree it’s increasingly important if you’re going to have a long career.
“It’s always easier to sell a story that’s your own,” singer Stella Quaresma tells Newsbeat.
“It becomes a drag when it’s not from you.”