Identity beyond commodity: Queerness in mainstream music
Parris OH discusses mainstream music's dependency on queer culture, what's considered palatable when viewed through a heteronormative lens, and why the industry has a duty to safeguard and support those whose identities are objectified for profit.
Exploring identity is nothing new, especially through music. Music is the final art form, an amalgamation of an artist's most vulnerable moments and life influences. Without a doubt, music will always reflect an artist's inner identity. So, when artists step outside of the binary, they do so defiantly.
The relationship between popular music and queer culture has stood strong through time, a testament to the underground ballroom culture started by Black, trans and femme people, creatives and artists throughout history. In 2021, the exploration of varying identities within queer culture has been at the forefront of the national conversation. Pronouns, transness, gender non-conformity and any other identities challenging the binary have been leading the discussion, with brands, companies and people alike adopting a push toward inclusivity on all levels.
However, when observing the current UK music scene's relationship with queer artists, we can see that their queerness is framed so that it sells to the mainstream, dealing in the stereotyping of feminine presenting men for hordes of rowdy hen parties, or the prideful anthemic choruses and visuals for the nights out at G.A.Y, heavily focused on the cis-white, male gay experience. But as an understanding of queerness and identities beyond the gender binary are broadened, it is individual expression, not clichéd marketing techniques, that gives way to a deeper understanding of queerness in music.
As the number of artists exploring their queerness through music rises, the intersection at which the identity of an artist and their prospective audience meets has been heavily commodified. They are polished and packaged within the realms of a very basic understanding of sexuality and gender. Mixed with a side of stereotyping, the 'powers that be' can profit from a queer audience association, whether the artists actually identify within the community or not. However, that has not stopped queer artists from exploring their identities outside of this 'polished package', which is the overly camp, white-washed and highly sexualised lens that LGBTQ+ people are often viewed through.
Grammy award-winner Sam Smith came out in 2020 as non-binary, choosing to use they/them pronouns. Similarly, only just a few weeks ago, we witnessed the public declaration of Demi Lovato's own sexuality and their journey into defying the gender binary. With an Instagram account boasting one hundred and seven million followers, Lovato has arguably become the highest profile non-binary artist in the world.
Whether they've been ambiguously referencing a same- sex relationship, changing their gender presentation or making a 'coming out' statement, there has always been a presence of queer artists both inside and outside of the mainstream pioneering a push toward representing the