Nova May is the Pop Star We All Longed for
We’ve all been starved for a true pop sensation—so we got the British artist and songwriter Nova May (for some reason all the pop icons are from the UK, hey Charli!).
Now, you know I’ve seen them all. From the divas of the ’90s to today’s viral sensations, I’ve watched the pop landscape evolve. And let me tell you, she’s giving us a movement. With her unapologetic attitude, genre-bending sound, and a stage presence that screams, “I’m here to take what’s mine,” Nova is the embodiment of everything we’ve been missing. Her entrepreneurial spirit is aspirational as she does everything on her own and is always welcoming collaboration from aspiring dsigners and producers.
Nova May is Recession Pop Personified: Some Econ Analysis
Nova May’s music and persona draw heavily from the early 2010s pop scene, a time when artists like Kesha turned raw, edgy energy into a genre all its own. For Kesha, this was about making music that resonated with fans facing economic uncertainty, delivering anthems that celebrated freedom and fun even in hard times. Known for her rebellious, unapologetic style, Kesha gave voice to a generation that was grappling with financial instability by creating music that felt like an escape. Now, in a world facing similar economic challenges (take this year's US elections for example), Nova May is channeling that spirit, reviving the concept of “recession pop” and bringing it into the modern era along with artists like Charli xcx and Chappel Roan.
Recession pop, as we saw it in Kesha’s early hits like Tik Tok and We R Who We R, thrives on a sense of defiance and liberation. It’s the kind of music that tells fans they don’t need much to have a good time—just the right song and the energy to let loose. This genre flourishes in economically challenging times because it offers escapism without luxury. Nova May has captured this same spirit, blending Kesha’s carefree vibe with her own unique style. Through high-energy beats and lyrics that emphasize resilience, Nova’s music resonates with a generation that’s navigating economic pressures, from rising living costs to uncertain job markets.
But it is important to note that she is not simply mimicking recession pop; she’s reinventing it for today’s listeners, while being completely independent. Her songs serve as both an escape and a reminder of resilience, blending catchy beats with lyrics that capture the bittersweet feeling of living in uncertain times.
In reviving recession pop, Nova May is creating a brand that feels both nostalgic and fresh. Her influence from Kesha is evident not only in her sound but in her ability to make music that serves a larger purpose. Just as Kesha provided a soundtrack to a generation struggling through the aftermath of the 2008 recession, Nova May is offering today’s listeners a new musical refuge. Through her lyrics and persona, she tells fans that, despite the economic struggles around them, there’s always room to celebrate, to feel free, and to dance away the worries—even if just for a few minutes.
This revival also hints at a deeper cultural trend: a shift toward valuing experiences over material possessions. As listeners gravitate toward Nova’s music, they’re finding comfort in the idea that happiness and fun aren’t dependent on financial stability. It’s an economic mindset that reflects a world where more people are turning to small, meaningful experiences as a way to find balance. In Nova’s music, fans find a space where they can momentarily let go of their worries, join the party, and feel part of something uplifting.
The party animal?
Kesha, a mastermind of pop industry has went through different eras rooted in her personal life. From THE party girl songs to heartbreaking ballads, she has done it all and found her sound. This is to say that while Nova might embrace the party songs now, we need to keep in mind that artists like her will never stay in the same era or deliver the same music twice.
Nova knows that pop culture’s most memorable stars are the ones who feel larger than life, the ones who can dominate a stage and look effortless doing it. The party persona—confident, a bit rebellious, and unapologetically fun—gives fans something magnetic to latch onto. It’s a side of her that invites fans to celebrate life’s highs and lows with her.
Her music is aspirational and can be seen as an invitation into a lifestyle. Because her fans don’t just listen to her music; they want to live it. They want to be at the party with her, to dance to her songs, to wear the neon and glitter that she sports on stage. This party persona helps her brand remain dynamic, allowing Nova to build a loyal following that isn’t just interested in her music but in her entire aesthetic and energy.
In an industry that often favors short-lived hits, this consistency in her brand—this blending of her authentic self with her larger-than-life image—keeps her relevant. Her audience grows with her, knowing they’re guaranteed a mix of depth, edge, and a bit of wild abandon every time she takes the spotlight. Supporting this artist feels rewarding and it is certain that she is all about growing loyal fan base, as the fans can keep artist relevant for decades. One of the best examples are of course Charli xcx, Tinashe and Carly Rae Jepsen. Their fans are dedicated and want to know everything about their favorite pop stars all thanks to the years of high quality content and genuine interactions.
Finally, Nova May is smart to have started releasing fun, 2010s and even hyperpop inspired songs as it gives her the freedom to experiment creatively without losing her audience’s attention. Her brand becomes flexible, evolving naturally as she does, ensuring that her music and image will endure. Nova is building a legacy and we all root for her!
Gimme more?
Stay tuned to Poptastique for updates on Nova’s latest releases, interviews, and everything you need to keep up with pop’s rising star! Stream her latest EP, I AM THE CLUB on Spotify.