Shakin’ that Ess
2024 marked a refreshing turning point for pop music. After years dominated by introspective, often melancholic singer-songwriter releases—a trend accelerated by COVID 19—pop finally broke free. A new wave of energy swept through the genre, ushering in a return to bold, vibrant, and playful sounds. At the forefront of this shift were breakout artists like Doechii, Chappell Roan, and Sabrina Carpenter, whose contributions not only shaped the charts but left a lasting cultural impact. If there’s one theme that defined the year, it’s this: music can be fun again.
Few artists captured that spirit more effectively than Sabrina Carpenter. Her 2024 rollout was not only strategic and visually compelling, but also genuinely entertaining—arguably one of the most well-executed pop campaigns in recent memory.
Carpenter’s viral momentum began with the extended outros of her single “Nonsense,” where she cleverly crafted location-specific punchlines for each tour stop. These playful, often cheeky ad-libs became a signature, helping her carve out a distinct comedic voice in pop. She continued this approach with her Coachella announcement, cheekily promising fans that she was “going to make you come (to her Coachella set),” a line that quickly made its rounds across social media.
The release of her singles—“Espresso,” “Please Please Please,” and “Taste”—further solidified her place in the pop landscape. Each track was supported by visually stunning music videos, featuring cameos from stars like Barry Keoghan and Jenna Ortega. In the tradition of pop powerhouses like Taylor Swift and Olivia Rodrigo, Carpenter used these visuals not only as promotional tools, but as integral parts of her storytelling. She left easter eggs and created moments that left viewers hitting replay.
What truly distinguishes Short n’ Sweet from other pop releases, however, is its use of humor. The album is filled with witty one-liners and double entendres that give it a distinct, conversational tone. Lines such as “come ride on me—I mean camaraderie” in “Bed Chem”, “since the Lord forgot my gay awakening” in “Slim Pickins”, and the unfiltered “I’m so f#ck!ng horny” in “Juno” highlight Carpenter’s ability to infuse humor into her lyrics while still maintaining pop sensibility. Her comedic voice extends beyond the music itself, shaping the overall tone of her brand.
This playfulness was also evident in her brand partnerships. With a hit like “Espresso,” a coffee collaboration was a natural fit. Carpenter teamed up with Dunkin’ to launch a campaign that felt both organic and innovative. The lighthearted “shakin’ that ess” commercial captured the fun, unfiltered tone of her music—a refreshing approach to celebrity partnerships. She also extended the campaign to the 21+ audience through a collaboration with Absolut and Kahlúa, promoting espresso martinis, a trendy favorite among young adults.
Her commitment to humor and audience interaction was most evident during her tour. Each night, Carpenter performed short comedic skits and engaged fans in lighthearted moments. A recurring bit involved “arresting” an audience member for being “too hot,” complete with fuzzy pink handcuffs. Some nights, the chosen participant was a celebrity; other times, a lucky fan. She also changed the choreography of the “Juno” breakdown nightly and incorporated a game of spin-the-bottle to select which bonus song to perform—elements that kept every show feeling fresh and unpredictable.
Sabrina Carpenter’s Short n’ Sweet era wasn’t just about the music—it was about creating a multidimensional experience. Through her sharp humor, creative collaborations, and interactive performances, she redefined what a modern pop campaign can look like. More importantly, she reminded both fans and fellow artists that pop doesn’t have to take itself too seriously to be meaningful.
In a year filled with bold releases, Carpenter stood out by embracing humor—and in doing so, helped bring fun back to the forefront of pop music.
