Being a pop star no longer means just releasing albums and going on tour. In 2025, artists don’t just dominate music – they’re also conquering beauty, fashion, podcasts, and social media. The stage is no longer the only place where they shine.
Leading by example with that right now is none other than Tate McRae. She has positioned herself as one of the freshest voices in pop while also becoming the face of Rhode, Neutrogena, Essentia Water, and SKIMS. Sabrina Carpenter balances her musical presence with her role as an ambassador for Redken, a brand that aligns with her youthful and effortless image.
Dua Lipa, beyond headlining festivals, is one of the faces of YSL Beauty and created her own editorial platform, Service95, blending journalism, cultural recommendations, and personal reflections. And let’s not forget Rita Ora, who has dipped her foot in multiple industries from her all year round collab collections with Primark, to coming out with her own tequila Prospero and co-founding the hair care brand TYPEBEA. You never know what she’ll be launching next.
The message is clear: today’s artists don’t want – or need – to be boxed into a single role. They explore different paths, amplify their voices across multiple stages, and build empires where once only one album a year was expected. It’s no longer just about singing – it’s about becoming a brand, a voice, a cultural force. Some say it’s too much. That these artists should “focus” on music. But why should they limit themselves? If the world offers them multiple stages – why only stay on one? Of course not every artist wants to do more than music nor they have to, but it has still kind of become the norm nowadays.
Yet, this kind of expansion isn’t always celebrated. Some artists face criticism for diversifying too much or for stepping away from music. BLACKPINK is a hot topic in this debate. While they remain a global phenomenon, each member has taken her own path. Jisoo has starred in TV dramas and works as a model and Dior ambassador; Jennie launched her own label and has walked shows for Chanel and Jacquemus; Rosé maintains a strong fashion presence with brands like Saint Laurent; and Lisa has appeared in dance shows and served as the face of Celine and Bulgari. Still, some fans question whether the group has lost its musical focus.
This reveals a persistent double standard. While men in the industry are praised for expanding their businesses, women are often expected to justify every move outside of music, as if being at the top isn’t enough unless they’re constantly producing albums.
From my perspective, this kind of diversification helps artists figure out where they truly shine. Take Jennifer Lopez, for instance. I think she’s stronger as an actress than a singer. It doesn’t mean her music hasn’t had a great impact on the industry and millions of fans around the world, it just means that she’s had more support and visibility in the acting world. Sometimes, trying new things – whether it’s modeling, acting, singing, hosting, or more – lets artists grow and realize that maybe their original path wasn’t the one where they were meant to stay. And honestly, I feel many of them do it simply because they don’t want to live with the “what ifs.” It’s a way to say, “I tried, and I didn’t hold back.”
That’s what makes this phenomenon so powerful. Whether they’re releasing albums or launching beauty lines, these women are redefining what it means to be an artist. They’re saying, “Don’t reduce me to just one thing.” Some genuinely enjoy each side project, and others just want to sing and disappear from the spotlight between releases like we’ve seen with icons like Adele. I mean she’s known for it by now and it works. Both choices are valid. Both deserve respect.
In a world where attention is fleeting and expectations are endless, the freedom to choose which parts of themselves to share is an act of resistance. Today’s pop stars do it all – because they can. Because they want to. And because they know their power doesn’t lie in meeting expectations, but in fully embracing who they are.
ROARA Magazine 