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Hollywood Hair Theory & Other Signatures: Brand Identity in the Music Industry
- Catherine Xue
- 12 hours ago
- 6 min read
April 3, 2025
By: Catherine Xue
Courtesy of Inez & Vinoodh; Monica Schipper via Getty Images
Recently, netizens on TikTok, Instagram, and other social media platforms have been drawing connections between certain celebrities’ rocketing success and the sudden volumization of their hair. Names such as Sabrina Carpenter, Chappell Roan, among other music artists, have been thrown into this conversation, with fans simultaneously admiring and speculating the genuineness of these pop sensations’ updos. Is she wearing a wig? is the most frequent comment under Sabrina Carpenter’s social media posts. But, regardless of fan theorists speculating that Carpenter’s signature Short n’ Sweet look is owed to hair extensions, the ultimate takeaway is that viewers’ and listeners’ are able to identify her from her signature blonde blow-out plus curtain bangs. The same can be said of Chappell Roan, 2025 Grammys’ Best New Artist, who is often identified by her curly red hair.
In the music industry—an evermore saturated market, thanks to the increasing accessibility of music production tools and social media—brand identity is crucial to the survival of many young and upcoming artists. The ability of musicians to create a recognizable brand and then differentiate their brand from millions of competing musicians is ultimately what determines their success. Sabrina Carpenter and Chappell Roan are just two cases in which establishing a solid brand identity has worked in artists’ favors.
Celebrity Brand Identity
Brand identity, or the external presentation of a brand, is composed mainly of visual elements—for a typical firm, this may consist of logos, website design, color palettes, and others. Branding on people is not much different. Musicians commonly employ visual tools to appeal to audiences, from typography on tour posters to outfits worn in live performances to colors chosen for social media profiles.
Considering the sheer breadth of the music industry—a multi-billion dollar market with tens of thousands of aspiring singers in the U.S. alone—the dream of break-through fame, shared by many, is only achieved by a few. Social media platforms, more ubiquitously used than ever, have eliminated traditional communication barriers, enabling musicians to connect directly with their audiences through real-time features like live streaming and commenting. The issue with social media, however, is oversaturation. Internet virality is too easily attainable. Though a musician may find themselves gaining traction through a viral video or two—the quick-paced cycling of content on social media will bury the success of brief virality as users inevitably move onto the “next best thing.” This makes establishing a large audience incredibly difficult, especially for independent artists, as Chappell Roan was once herself.
Thus, branding becomes evermore crucial. Former Forbes Councils Member Monika Ilieva claims “that brand is what makes people want to listen to that musician and not someone else” (Forbes). Especially with improved technology and increased accessibility of resources, the actual sound and production quality of music may not vary greatly from artist to artist. In a scenario where Artist X and Artist Y are creating under similar circumstances, it is possible to produce music that is nearly identical in objective quality—meaning, removing all other factors, there would be no incentive for a listener to choose one over the other as they may be deemed equally “good.” There is certainly no scarcity of talent among today’s aspiring musicians, so what ultimately drives listenership is brand identity—and to a large extent, the visuals. Ilieva confirms this, stating that an artist’s visual identity—from album covers to styling on stage—is an incredibly powerful marketing tool; not only should an artist’s visuals remain linked to the music they release, visuals should also be consistent.
Hollywood Hair Theory: Change in Image
The “Hollywood Hair Theory”—coined by TikTok creators Coco Mocoe, Nicky Reardon, and echoed by others—simply states that adopting a signature hairstyle increases the likelihood of achieving fame and becoming a household name.
Mocoe first introduced this theory on her page in October of 2023, and some of the examples she has since cited include artists Billie Eilish, Ice Spice, Ariana Grande, and Justin Bieber—all who have been known for distinct hair styles.
This theory is mainly founded on principles of brand identity and how establishing a unique image is crucial for brand recognition and success. Chappell Roan and Sabrina Carpenter are two examples that best support Mocoe’s theory. Both artists started making music early in their careers—with Roan’s debut EP released in 2017 and Carpenter’s first single released in 2014–but neither saw mainstream stardom until years later in 2023-2024 when they started adopting their signature looks. Striking differences can be observed between the stars’ old appearances and their new viral ones.
Chappell Roan’s transformation from 2017 to 2025 is drastic: her hair is now more voluminous and dyed a vibrant red, her makeup has been heavily dramatized, and her new attire is fun and experimental. Her image has shifted entirely from the tried pop-girl persona, in which nothing about her appearance seems uniquely her own, to an eccentric drag queen whose outfits and hair continually catch the attention of the media—generating engagement from fans and non-fans alike.
Sabrina Carpenter’s transformation is a little more subtle, but has yielded her substantial followership nonetheless.
Comparing years 2017 and 2025, it’s evident that Carpenter has taken on a softer, more doll-like appearance with voluminous curls and fringes. The latter look, which has garnered her a lot of attention, is reminiscent of ‘70s hairstyles—a retro reference that is consistent with the ’70s twang in her latest album.
Hollywood Hair Theory: Brand Personality & Storytelling
In expansion of the “Hollywood Hair Theory,” brand personality, or the “voice” of a brand, works closely with brand identity to “sell” a celebrity as a complete package. In establishing brand personality, visuals may help communicate a brand’s tone or further the emotional connection a firm (or an artist, in this case) attempts to forge with its audience. Other attributes that musicians/singers have to offer, including their music, social media presence, and brand campaigns, also work in tandem to offer a story to their audience. The more consistent an artist’s brand is, the clearer their story and the more effective it is in establishing a connection with audiences—whether it’s through relatability or appreciation.
In the case of Chappell Roan, her persona and aesthetic is highly camp and drag-inspired; her brand personality is similarly bold and flamboyant, as she appeals to her audience as the “Midwest Princess”—a formerly closeted individual who has broken free into her true, artistic and queer self. Her music and online persona is consistent with this personality, as most of her songs and social media content revolve her experience as a queer woman, in an attempt to uplift other repressed LGBTQ+ voices. Roan’s hair, in this case, is cohesive with her story, having been transformed into something as unorthodox and flashy as the rest of her brand. This clear storytelling allows audiences to resonate with the pop sensation and differentiates her from other artists attempting to capture the same target market.
The same can be said about Sabrina Carpenter, who has leaned into a sweeter and more sensual image in her rise to mainstream fame. Instead of the long blonde hair she sported before, she now boasts romantic curtain bangs and voluminous curls, which suit the image of “short and sweet” the rest of her brand perpetuates. Her performances, songs, and album visuals consistently paint her as lighthearted, humorous and flirty, which makes her, as an artist, easily likable.
In these two cases, it is consistency in brand identity, as well as consistency across all brand components, that drives storytelling and helps audiences associate certain styles or ideas with artists. This ultimately makes them memorable in an oversaturated market.
Conclusion
While it’s a stretch to claim that hair alone is the catalyst of celebrity success, it’s perfectly reasonable to claim that celebrities who assume signature “looks” and consistently maintain them are more memorable to audiences. By repeatedly wearing a certain silhouette of clothing or keeping a certain updo, it not only cements the celebrity’s image in the public eye, but also suggests an authenticity to the brand identity that is attractive to audiences.
So, if you are looking to be the next mainstream star, you better start thinking about your next haircut.
Catherine Xue is a freshman studying marketing and creative writing. She is a cat lover sans cat and spends her free time missing home.