How She Drew Record Crowds

At the start of 2024, Chappell Roan was a rising pop singer-­songwriter with a core but mighty following. She had released her debut solo album, The Rise and Fall of a Midwest Princess, in September 2023 to critical appreciation but not much commercial fanfare. By February, she kicked off Olivia Rodrigo’s North American arena tour as its opening act and soon after booked a few appearances at the biggest U.S. music festivals including Bonnaroo and Lollapalooza, mostly on afternoon side stages.

Yet the April release of her stand-alone single, “Good Luck, Babe!,” coincided with Roan’s album flying into the top 10 of the Billboard 200 as her back catalog quickly populated the Billboard Hot 100. By the time of her previously booked festival gigs, her name had become synonymous with pop stardom — and she used each set to prove why, showcasing her undeniable stage presence and audacious wardrobe at every stop.

Apparently, behind the scenes, Roan was just as astonished. “In the moment, it was all so fast that we didn’t even get a chance to talk about what the f–k was going on,” says Roan’s stylist, Genesis Webb, with a laugh. “We were so focused on moving to the next thing that we didn’t have a moment to process.”

By July, when the organizers for Chicago’s Lollapalooza witnessed her outsize crowds at festivals like Governors Ball and Boston Calling, they met to hastily figure out how to accommodate the throng of fans Roan would inevitably assemble at their own event. “It became a safety concern more than anything else,” says Huston Powell, a promoter at C3 Presents, the company responsible for booking the iconic Chicago festival. “There’s an egress-ingress point to the left of the stage that she was going to be playing, and we knew that the number of people wanting to see her could cause a massive traffic jam on that hill. On the main stages, we had a layout that could handle more people with more barricading, so we decided to move her set.”

Ultimately, Roan’s Lollapalooza performance broke an attendance record for the largest day crowd ever seen in the event’s 30-plus-year history — without a headline billing. And while Powell can’t offer a specific number of people in the audience for the star’s headline-making set, he can confirm what he saw with his own eyes. “There were at least three or four other acts playing at the same time, and the crowd is usually somewhat evenly split between the stages. But just by the sheer appearance, looking around at the number of people in the park and the people you could eyeball at other stages, the vast majority were watching Chappell’s set. We anticipated it would be big, but this completely exceeded expectations.”

Dan Nigro, Roan’s producer-collaborator, explained to Billboard in June that her path to the center of the cultural zeitgeist proved that nothing is more powerful in the industry than good buzz.

“The fact that she’s so phenomenal live means people are finally able to see in real time how good she is. That then becomes this word-of-mouth thing, and it’s wonderful to see her have such old-school success,” he said. “She’s so good at what she does that the system is working again. It really is that simple.”

Roan herself told Billboard in 2022 that her career lives and dies by the success of her live performances. “If I’ve learned anything, it’s that the live show is where the heartbeat of the project is,” she said. “Luckily, it’s my favorite part of what I do.”

Part of her runaway success on the festival circuit came largely thanks to Roan’s maximalist costuming, a running feature along her path to pop stardom. When she started headlining her own tours in 2023 — following the release of her now-Grammy-nominated debut album — Roan decided to create themes for every show, encouraging fans to dress up along with her. Webb says they kept that trend going for Roan’s festival performances, commissioning eye-catching, distinct costumes for every gig. “I think we did 16 different looks all told for these festivals,” she says.

Whether Roan was dressed as a giant pink butterfly at Coachella (in a loving tribute to Deee-Lite’s Lady Miss Kier), the Statue of Liberty at Governors Ball or a professional wrestler at Lollapalooza, she thrived when embracing the outsize nature of her job, creating headlines around her phenomenal costuming and anticipation for what would come next. Webb points out that it’s a tried-and-true method for pop stars, with artists like Lady Gaga and Katy Perry building their own fame with dazzling outfits at the outset of their careers.

“I think it’s the zeitgeist of it all — it’s knowing that this is supposed to be fun,” she says. “It felt like there hadn’t been a pop star in a really long time to have people wanting to see a live-­performance look as much as they do with her.”

With that anticipation came unprecedented crowds. Powell saw the numbers Roan drew at Boston Calling and Coachella, which helped his team plan ahead. When an act dropped out the weekend before Austin City Limits in September, C3 Presents promoter Amy Corbin says the festival seized the opportunity to place Roan’s performance on its main stage as well. “When it happens, we look at ways to adjust programming to ensure we are delivering the best fan and artist experience,” Corbin tells Billboard. For the second time this year, Roan’s set drew “the largest crowds in the sunset slot in ACL Fest history,” she says.

Roan’s festival season has since ignited conversations in the live industry about how to recapture the energy that she — and her fans — brought. “We’re all trying to find the next Chappell Roan,” Powell says. “I think sometimes bands worry about what time of day they play and where they play — but if anything, this showed that if you’re hot enough, audiences will come no matter what.”

This story appears in the Dec. 14, 2024, issue of Billboard.