The Intimacy Economy: Why Music Stars Are Going Small

A new op-ed argues that “going small” is becoming a structural shift in music marketing, driven by artists favoring intimate, opt-in fan access over mass projection. The piece points to Jack Harlow’s June 29 performance at an underground jazz venue in New York as an example: no typical ticket links, social posts, or broad promotional push—only a direct message to fans who opted in. It links the idea to Charli XCX’s July 13 prediction that “anti marketing” will become a trend, meaning still marketing but personal and less about scale. The author notes Charli’s “Brat” rollout demonstrated high-scale experimentation before challenging the industry’s assumptions about conversion and budgets.