Clairo Signs with Atlantic Records: Transitioning from Content Writer to Music Artist

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Clairo Signs Wiht Atlantic Records, Embarks On New Musical Chapter

Published: September 18, 2025 at 10:00 AM

Atlanta-born singer-songwriter Clairo has announced a new record agreement with Atlantic Records, teh company revealed on Thursday. This collaboration signals a pivotal moment for the artist,celebrated for her distinctive lo-fi and soft rock vibrations.

A Rising Star’s Trajectory

Clairo’s musical journey includes three studio albums, with her most recent release, Charm (2024), earning her a first-ever Grammy nomination for Best Alternative Album.The nomination underscores her growing impact on the music industry and her increasing critical acclaim.

The artist initially gained widespread recognition in 2017 with her viral hit, “Pretty Girl.” Since then, Clairo has broadened her reach, serving as an opening performer for prominent artists such as Dua Lipa in 2018 and Boygenius in 2023. Previously, she was affiliated with Fader and Republic Records, and Charm was independently released.

Expressing Enthusiasm For The Future

“I’m so thrilled to begin this next chapter of my musical journey with Atlantic,” Clairo stated. “From our first meeting, they promptly understood my vision, and it feels good to know I can continue to be as expressive and free with my ideas with a great new partner by my side.”

Clairo has maintained a busy performance schedule throughout the year, captivating audiences at major music festivals like Governors Ball, Lollapalooza, and Coachella. At Coachella in april, she received a special introduction from Bernie Sanders, highlighting her broad appeal and cultural relevance.

Her recent music video for “Terrapin,” released in February, was directed by the acclaimed Ayo Edebiri, showcasing Clairo’s dedication to innovative visual storytelling.

Industry Recognition and Artistic Vision

Elliot Grainge, Chairman and CEO of Atlantic Music Group, commented on the signing, stating, “Clairo represents the rare kind of artist who reshapes the music landscape simply by being true to herself. She’s not just one of the most important songwriters of her era, she’s an artist whose work and aesthetic is truly unique. As a leading voice in music today, we are honored that she has chosen the Atlantic family to be part of her next chapter.”

In a recent interview with Seventeen,Clairo reflected on the creation of Charm,describing it as a major turning point in her career. She expressed a newfound confidence, stating, “I didn’t know what confidence felt like until the alchemy of getting older and Charm happened to me. I’m wiser and a little more hip to what makes me me. All the exploration I’d done until then was necessary, and it’s wild that it’s all out there for anyone to see.”

Album	Year	Label	Notable Achievement
Charm	2024	Self-Released	Grammy Nomination (Best Alternative Album)
Previous Albums	Various	Fader, Republic Records	Established Clairo’s lo-fi sound

The Evolving Landscape of Indie Pop

The indie pop music scene has undergone significant transformation in recent years, with artists like Clairo at the forefront of innovation.According to a recent report by Luminate,streaming accounted for 84% of total music consumption in the US during the first half of 2024,demonstrating the power of digital platforms in discovering and promoting new talent. The DIY aesthetic that initially defined indie pop is merging with more polished production values, creating a hybrid sound that appeals to a broad audience.

Frequently Asked Questions About Clairo

• What genre is Clairo known for? Clairo is primarily known for her indie pop sound, which blends lo-fi aesthetics with soft rock elements.
• What was Clairo’s breakthrough song? Her song “Pretty girl,” released in 2017,propelled her to viral fame.
• Who has Clairo opened for in concert? She has previously toured as an opening act for Dua Lipa and Boygenius.
• What is Clairo’s latest album? Her latest album is Charm, released in 2024
• What record label is Clairo currently signed to? Clairo is now signed with Atlantic records.

What are your thoughts on Clairo’s new record deal? Do you think this partnership will lead to a shift in her musical style?

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How did Clairo’s initial use of platforms like YouTube and SoundCloud contribute to her early success and fan base progress?

The Bedroom Pop Phenomenon & Early online Presence

Clairo, born Claire Cottrill, didn’t follow the traditional path to music stardom. Her initial rise to prominence wasn’t through industry showcases or record label scouting, but through the very digital landscape many artists cautiously navigate: YouTube and SoundCloud.Starting in 2015, Cottrill began posting lo-fi bedroom pop songs, initially as a creative outlet while studying at the University of Massachusetts Lowell. These early tracks, characterized by thier intimate sound and relatable lyrics, quickly gained traction within online music communities.

* Early YouTube Content: Before “Pretty Girl,” Clairo’s YouTube channel featured vlogs and covers, building a small but engaged audience. This established a direct connection with fans,a crucial element in her early success.

* SoundCloud’s Role: SoundCloud provided a platform for experimentation and rapid feedback, allowing Clairo to refine her sound and connect with other emerging artists.

* DIY Aesthetic: The deliberately lo-fi production quality resonated with a generation seeking authenticity and a departure from polished mainstream pop. This “bedroom pop” genre became synonymous with her early work.

“Pretty Girl” & Viral Breakthrough

The turning point came with the release of “Pretty Girl” in 2019. The song’s accompanying music video, intentionally mimicking the aesthetic of 90s commercials and low-budget VHS tapes, went viral. This wasn’t a meticulously planned marketing campaign; it was organic growth fueled by shareability and a distinct visual identity.

* Viral Marketing: the deliberately retro aesthetic of the “Pretty Girl” video was key to its virality, appealing to a nostalgic audience and generating widespread social media shares.

* Independent Success: “Pretty Girl” demonstrated the power of independent artists to reach a massive audience without traditional label support.

* Genre Definition: The song further solidified Clairo’s position as a leading figure in the burgeoning bedroom pop scene, influencing a wave of similar artists.

The Atlantic Records Deal: A Strategic Shift

In Febuary 2019, just months after the viral success of “Pretty Girl,” Clairo signed with Atlantic Records.This move sparked debate among fans, some questioning whether a major label deal would compromise her artistic integrity. However,the partnership proved to be a strategic one,allowing Clairo to expand her reach and resources while maintaining creative control.

* Maintaining Creative Control: A key stipulation of the deal was Clairo’s continued involvement in all aspects of her music, from songwriting to production to visual direction.

* Increased Resources: Atlantic Records provided access to professional recording studios, marketing expertise, and a wider distribution network.

* Expanding production Value: Her debut album, Immunity (2019), released under Atlantic, showcased a more polished sound while retaining the emotional core of her earlier work.

Immunity and Beyond: Album Success & Artistic Evolution

Immunity was critically acclaimed,praised for its honest lyrics,refined production,and exploration of themes like loneliness,anxiety,and self-discovery. The album demonstrated Clairo’s ability to translate her online success into a sustainable and critically respected music career.

* Critical Reception: Immunity received positive reviews from publications like Pitchfork, Rolling Stone, and the Guardian, solidifying Clairo’s credibility as a serious artist.

* Touring & Live Performances: The album’s success led to sold-out tours, allowing Clairo to connect with fans in person and build a dedicated following.

* Second Album – Swing (2022): Clairo’s second album, Swing, marked a significant stylistic shift, incorporating influences from 90s choice rock and dream pop. This demonstrated her willingness to experiment and evolve her sound.

The Benefits of a Label Partnership for Independent Artists

Clairo’s journey highlights the potential benefits of a label partnership for artists who have already established a strong independent following.

1. Financial Investment: Labels provide funding for recording, marketing, and touring.
2. Distribution Network: Access to a wider distribution network ensures music reaches a larger audience.
3. Marketing Expertise: Labels have teams dedicated to promoting artists and their music.
4. Industry Connections: Labels can open doors to collaborations and opportunities that might otherwise be inaccessible.

From Content Creation to Chart Success: A Modern Music Story

Clairo’s story is a testament to the changing landscape of the