From 2011 to 2014, there was one social media niche that defined the music taste for young people and became the go-to platform for tastemakers: Tumblr. It was the birthplace of the indie sleaze aesthetic, soft grunge teens in Dr. Martens, tights under denim shorts, oversized flannels, emo black and white photography, Jeffrey Campbell Litas, and American Apparel basics. Back then, we curated our blogs with the same precision required on today’s Instagram feeds.
With this brooding, indie fashion look came an edgy side of music that was fully loaded with personality and grit. We relished in fan fiction and reblogged emo memes and gifs to fuel our fandoms on Tumblr and beyond. This era proved that fangirls ran the music industry and created the trends. The dark fashion seamlessly intertwined with the music as a means of self-expression and teen rebellion.
Don’t be fooled, this is not a nostalgia article. Trends always come back around. 2023 and 2024 marked the return of the Tumblr aesthetic. Where the fashion trends and artists who thrived during that era saw upswings of success or a continuation of the momentum that started a decade ago on our little blogs.
Here are the top 10 artists who broke out on Tumblr and continue to be powerhouses in today’s music landscape.
The 1975
In September 2013, Matty, George, Ross, and Adam of The 1975 changed the landscape of alt-rock forever with their black-and-white artwork, artsy instrumentals, and tongue-in-cheek lyrics laden with British humor on their debut self-titled album. As young teen listeners, their music felt edgy while their aesthetic seamlessly fit the indie sleaze vibes curated by their predecessors in Arctic Monkeys and The Neighbourhood. Vocalist Matty Healy was an instant heartthrob who chain-smoked cigarettes and wallowed through the streets of Manchester, UK. Since their rise to fame, they have continued their momentum with four more full-length albums and countless packed global tours.
Arctic Monkeys
If you didn’t see the artwork for A.M. on your Tumblr feed at least once, did you even have a Tumblr?! This album was released at the peak of 2013’s indie rock renaissance. I recall seeing the artwork before even knowing what the music sounded like. The band’s name became a default tag for everyone’s black-and-white photographs and outfit posts. They garnered undeniable popularity on the platform. It is impossible to craft an accurate article about Tumblr’s impact on music without mentioning the Arctic Monkeys fan pandemonium.
Lana Del Rey
Lana Del Rey has never gone out of style. But she first came into style when Born To Die made its way onto our Tumblr feeds. The roses, flower crowns, lace, Americana imagery, and brooding melodrama became the benchmark for coolness. She created Coachella fashion, inspired DIY photoshoots in our backyards, and was the source for millions of gifs (with the lyrics written at the bottom) that ceaselessly flooded our timelines.
twenty one pilots
The success of twenty one pilots’ breakthrough album Vessel can be partially attributed to their vital success on Tumblr. At the time of its release, they were inescapable due to their fans’ unwavering determination to reblog every photo, music video, gif, and meme involving Tyler Joseph and Josh Dun. Seemingly overnight, they went from being a small band to a global success. This is a testament to the power of the fangirl: word of mouth should never be underestimated.
Halsey
Halsey is the epitome of a Tumblr success, having used the platform herself to share poetry while promoting her music. She infamously shared laments that disclosed gritty details about past relationships and created a unique personal connection with her fans by using her blog as a journal. Even if you didn’t follow those musings, the music and visuals from her album Badlands were inescapable back then. We all knew the girl with the blue hair and at one point, you probably felt heartbroken and reblogged these lyrics: “You were red and you liked me ’cause I was blue/But you touched me and suddenly I was a lilac sky/And you decided purple just wasn’t for you.”
Charli XCX
If you didn’t know Charli XCX during her Tumblr era, you know her now in her brat era. Although she may seem like an overnight success in 2024, she has paid her dues as a pop artist for over a decade. Her collaboration on Iggy Azalea‘s hit “Fancy” put her on the map (and our blog feeds) and stayed on our radar for the refreshingly rough-around-the-edges fashion, which we still love about her today.
Lorde
Lorde‘s album Pure Heroine deserves its own article about its impact on Tumblr. She encapsulated teenage frustration with eloquent lyrics that were wise beyond her years and paired it with an aesthetic that millions of Tumblr users yearned to emulate. This era of Lorde‘s career was brimming with fashion inspiration, from her deep plum lipstick to her gothic attire.
Pierce The Veil
The timing of Pierce The Veil‘s most pivotal album, Collide With The Sky, came at the perfect time to make big waves with every emo Tumblr user in existence. Their collaboration with Kellin Quinn went viral, their heart-wrenching lyrics were re-blogged and overlaid on memes, and their album artwork was recreated, edited, and shared millions of times. Sharing that album on Tumblr was a communal experience that made sad teens feel less alone in their pain.
One Direction
Of all the boy bands that made it big on Tumblr (5 Seconds Of Summer, the Jonas Brothers, etc.), no one was more inescapable than One Direction. Some may go as far as crediting this fandom with shaping the way fans operate on the internet forever. These loud and proud superfans were a force to be reckoned with, and they made sure every single user on the social media platform saw Harry Styles on their feed at LEAST once.
Marina & The Diamonds
Marina is the artist who simultaneously helped us wade through the sorrow of heartbreak and reminded us that we are a “bubblegum bitch” to help us get over it. The pastel primadonna released Electra Heart in 2012, and her signature look was a staple of the decade.
