Although the music world has been quickly expanding during the past few decades, some artists are still not given the recognition they deserve because they do not fit into a marketable genre. Inspired by her frustration with being ignored by most major radio stations and streaming services, Grimes collaborated with Spotify to create a seven-and-a-half-hour playlist that celebrates artists who fall into the genre she titled ‘Ethereal’. Besides herself, other featured artists include Kate Bush, Kali Uchis, Beach House, SZA, FKA Twigs, Yves Tumor, Caroline Polachek and several others who fit into what Grimes describes as “experimentalism with strong elements of pop and universal beauty”. On her Twitter, she wrote that “We are constantly told that Grimes doesn't fit into any existing format or genre and therefore cannot be on playlists or radio." The feedback she received from many industry executives and other people in positions of power was that since her music did not guarantee the same profitability and success that more typical pop does, it did not deserve the opportunity to get the appreciation it deserves. She decided to create her own space in the industry by establishing “a home for ethereal music”. 

What is meant by experimentalism? If there are strong elements of pop, why can’t these artists be categorized into the pop genre? The answer seems to lie in how this type of music contrasts with the pop that is currently dominating the industry and charts. Many of these songs borrow elements of several genres that leads them to deviate too much from standard marketable pop. They are usually longer and less formulaic. Many of these artists rely on their niche fanbases to appreciate and support them as they usually lack the same widespread appeal as household names in the music industry.

However, we are starting to see this effect more mainstream pop as several charting artists begin to incorporate experimentalism into their work. Ariana Grande, Doja Cat and The Weeknd are some of the biggest current pop artists who have some clear experimentalist influences. Some artists included in the Ethereal playlist have had success with their recent work, such as SZA’s “Good Days” and Kali Uchis’ “telepatía”. While many of these songs could be called pop, it would do a disservice to them as it is too general to capture many of the elements that contribute to their beauty. This type of music has the potential to be more mystical, fantastical and otherworldly than conventional pop. 

This rise of ethereal qualities in the music industry is reflective of the diversification of the art world. While the industries that fall into this category have never lacked creatives from marginalized groups, they almost never were given the attention and appreciation they deserved. It can even be argued that much of this ethereal genre and hyper-pop music has origins in LGBTQ+ and black communities. It is very probable that the subcultures found in these communities, such as gay and black club culture, were the first to generate and popularize this type of music. Anyone who is familiar with drag culture knows the type of music favored by performers is filled with fantastical and extravagant elements. Grimes’ new genre can be aptly called the product of these communities.  She also expressed on Twitter that she expects subgenres to be born from ethereal, such as “ethereal-techno, ethereal-rap, ethereal-metal”.

This leads one to believe that ethereal is not a stable category, but rather an expanding influence of different elements that create a district vibe. SOPHIE, who is featured in the playlist, was a transgender woman who is often hailed as one of the pioneers of this avant-garde type of pop. Her tragic and early death in January of 2021 was a huge blow to the adoring following that has formed around artists like her. She left a lasting impression on this genre and the artists in it, especially since many of them worked and were close with her. A scroll through the Ethereal playlist shows no lack of diversity, featuring several members of the LGBTQ+ community, women, people of color and many whose identities intersect more than one of these groups. This may explain the cult following the genre has garnered. There is a feeling of acceptance and free expression, especially among those who belong to marginalized groups. This draws people who feel emotionally connected to the artists to form loyal and supportive fanbases. On a much more simple level, the music is very likable and comes from consistently impressive artists, which makes the appeal obvious. It is beautifully made and often accompanied by stunning visuals. The Spotify playlist currently has over 150,000 likes and counting and is constantly updated, proving that the genre is only growing in both popularity and range.