Heartstopper Fans Elevate Rising Artists, Thanks to a Soundtrack Fit for Queer Romance

This piece originally appeared on August 24, 2023 in Sound Signal, our biweekly newsletter that identifies emerging artists, scenes, and trending tracks, crafted by the world's best writers and curators. Sign up here to never miss our take on what's next in music.

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There’s something about young, queer love that screams jangle-pop guitars, shiny synths, and earnest romanticism. Or, at the very least, watching the Netflix LGBTQ teen drama Heartstopper might have you believe that. Based on an equally popular comic in the UK, the hit show released its second season on August 3rd and has been in the top ten of Netflix’s most popular English-language shows in the weeks since. After its first season last April, critics and fans have praised Heartstopper as a dreamy, wholesome depiction of queer romance.  

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It’s also gained a reputation among fans for having a stellar soundtrack, replete with music by young emerging artists—many of whom are queer themselves—synced to critical moments in the series. This newest season is no different, and its music syncs seem almost designed to spark conversation among fans: Baby Queen’s slow-burning “Colours Of You” highlights a scene where a main character comes out as bisexual on Instagram; Conan Gray’s pessimistic dream-pop anthem “Crush Culture” plays as someone discovers his asexuality; in a humorous bit, Miya Folick’s chaotic “Freak Out” plays right as a character is shocked to notice a hickey on his neck. Even established artists play important roles this season, notably Taylor Swift, whose sapphic-coded “seven” bubbles under a loving moment between two lesbian characters.

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Heartstopper’s music supervision strategy isn’t just elevating fan discussions. Data from Chartmetric reveals a number of songs from the soundtrack have experienced major upswings in Spotify streams, YouTube views, and Shazam counts two weeks after the new season dropped. Notably, the biggest increases are happening with smaller and indie artists, a unique trend compared to the rise of viral catalog songs from other Netflix series.

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Carmody, an indie singer/songwriter with a small social following, has seen her sweet ballad from 2021, “Paradise,” gain over 700K Spotify streams in the three weeks since August 3rd, an over 150% increase; views on YouTube also increased by over 450% in the same period, and Heartstopper are inundating the comments. It’s a sign that music discovery of newer, developing artists is still well and alive—a well-timed sync alongside an already human-touching show can make all the difference for both fans and musicians.

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If you’re aiming to uncover emerging artists, grasp key cultural shifts, or gain actionable insights from data-driven research, Third Bridge Creative delivers the expertise you need. Connect with our Music Intelligence team today to learn how we can help your organization navigate the cultural zeitgeist with precision and impact.