The music marketer

King Kylie has returned… but in 2025’s music economy, can nostalgia still sell, or has the audience moved on?

Nostalgia has become the internet’s favourite marketing tool, but what happens when the very thing people were nostalgic for actually comes back? Before diving into what went wrong, let’s first remember who King Kylie was and why that era had such a grip on us.

The Rise of King Kylie

The name King Kylie came from what Kylie started calling herself online. Everyone else called her ‘queen,’ but she flipped the script, breaking gender norms and embracing rebellion. With this, she ruled Snapchat, posting raw, behind-the-scenes videos of her life before celebrity social media became polished and brand-focused. Her followers didn’t just watch – they felt like they were on her private story, being on facetime with her. Think mint-green hair, chokers, oversized hoodies, matte brown lips, and box brows – these were things that defined our 2015 to 2016 era. During this era, she faced constant rumours about lip fillers. Instead of admitting to anything, she played into the mystery and dropped her Lip Kits – a move that completely changed the beauty industry.

The Nostalgia Play

Around the same time, a band called Terror Jr released Three Strikes, which fans were convinced Kylie secretly sang. The song blew up online. Now, with the King Kylie comeback, she’s teamed up with Terror Jr again for a song called Fourth Strike – and this time, it really is her voice. This is a perfect example of how artists use mystery and music partnerships to fuel virality – like Sia and Marshmello. But unlike in 2016, the cultural mood has shifted. It’s a clever marketing move. Nostalgia usually works; especially when an entire generation is still secretly scrolling Pinterest boards called 2016 Tumblr Aesthetic. Still, nostalgia can be tricky, it only works when it feels genuine.

Why it Fell Apart

Nostalgia marketing works because it taps into emotion. It reminds audiences of a time when life felt simpler, social media was raw, and connection felt real. If you can make people feel, you can make them buy; but only if the timing and execution feel authentic. But in today’s world, where so many people are struggling just to get by, her comeback hasn’t landed the way she hoped. People just aren’t as interested in celebrity culture anymore, especially when most stars seem so disconnected from today’s real struggles.

Her team could have evolved the King Kylie persona instead of copy pasting it for a quick cash grab. Kylie is no longer the 18 year old Snapchat rebel. She is a billionaire, a mother of two, and a woman at a completely different stage of life. The smarter move would have been to reintroduce King Kylie in a way that reflected that growth. Imagine Kylie posting short, unpolished clips on Snapchat that show the messiness of mum life; the sleepless nights, the toys scattered across the floor, the moments that feel real rather than staged. That kind of honesty could have made the comeback feel fresh and authentic. It would have sparked conversation and spread quickly online, not because it tried to recreate 2016, but because it revealed how the rebel of that era has grown into the woman she is today. On top of that, she could have brought back simple makeup videos like the ones she shared nine years ago, keeping a touch of the original King Kylie vibe alive.

Lessons for Music Marketers

I think Kylie and her team picked the wrong moment for this comeback. The world feels heavier now, and the audience simply can’t afford to spend their attention, or their money, on a billionaire’s attempt to recreate the past.