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In defence of the remix: Olivia Rodrigo’s promotional TikToks are relatable Gen Z self-branding

By Jess Rauchberg, Doctoral Candidate, Communication Studies and Media Arts, McMaster University
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After rising to fame as a Disney star, Olivia Rodrigo broke the Internet. In January 2021, while recording music for her now-platinum debut album, SOUR, Rodrigo took to TikTok to promote her first single, “drivers license.” The track received 76 million streams in its first week, breaking several global records.

The 19-year-old Grammy-winner has been candid about how…The Conversation


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