Tate McRae and Why We Love Her
Tate McRae is gaining popularity after releasing a number of back-to-back music videos featuring over-the-top, extensive choreography and, more recently, an unforgettable high-energy SNL performance. But who is Tate McRae? The Revolving Door singer is going viral as fans and creators aim to recreate the iconic intro dance number for her latest music video, which now has over 8 million views on YouTube.
We have to admit, these new girls are making waves when it comes to intricate choreography and big-budget music videos—Tate McRae, Lisa, Jennie, Tyla, and, dare I say it, Lady Gaga, who is reentering the era by enlisting New Zealand celebrity choreographer Parris Goebel. Parris started making waves online with her group The Royal Family before going on to work with Ciara for her Level Up music video and Rihanna for her Super Bowl halftime performance in 2023.
Related articles: Who Is Nara Smith and Why Do We Love Her?
Since then, she’s been booked and busy, and it's becoming easier to spot her work. Unlike other choreographers, Parris specializes in large group dance numbers and high-energy movements. While the new pop girls are definitely standing out, it isn’t their vocal abilities that are making people pay attention—it’s their dancing. With this in mind, it’s no wonder Tate has seen an increase in popularity over the last 18 months.
As an avid fan of the Lifetime show Dance Moms, I was quite surprised to learn that Tate’s mom is a dance studio owner, and there were plenty of times the Canadian pop star crossed paths with the Dance Moms cast. She competed in the same dance circles as the show's stars, often outperforming their star member, Maddie Ziegler. If you’re like me, you might recall a period when Abby Lee Miller began managing some of the girls—Kendall, Mackenzie, and even Maddie when she became the star dancer for singer Sia. But how is it that, out of all the girls from that period, Tate is the one emerging as a successful solo act and slowly becoming a household name?
Related articles: Social Media Users Push Back: Blocking Celebs and Influencers Over 'Let Them Eat Cake' Attitude
It seems that today, vocal ability has taken a backseat to overall performance talent. With advanced software and skilled engineers and producers, just about anyone can sound polished—maybe not Mariah Carey-level vocals, but enough to go mainstream and amass a cult following. Singers like Lisa, Jennie, and even Tate all fall into this category—they may not be strong vocalists, but they can surely perform and deliver incredible dance numbers. But is this enough, and should it be?
Music is no longer as lucrative as it once was—fans used to go out and purchase physical copies of CDs and vinyl records, but now they rely on streaming. The most an artist can charge for a song on streaming platforms is around $1.29, from which the platform then determines how much the artist gets paid. For example, a song released for a book soundtrack was listed at $0.99. We purchased the song from Apple Music, but to our surprise, the artist was only paid $0.69 for it.
Related articles: What Is Covetous Gaze on Social Media?
Not to mention that streaming royalties are as low as $1.54 for over 50 streams. But imagine if 50 singles were sold outright—that would be around $49.31 (based on the numbers mentioned above, not the price set by the artist), and that’s a big difference. Today, artists are capitalizing on what makes them the most profit, which seems to be YouTube numbers. The more popular a music video, the more money an artist can make within 30 days compared to their streaming revenue. Record labels have been scrambling to figure out the best way to maximize income within the shortest period to avoid losing money rapidly.
Perhaps the biggest difference between Tate and the other girls from Dance Moms, or even that era in general, is that she fits well into today’s industry expectations—prioritizing dancing and performance over vocals. Vocals alone are no longer enough to sell a record. In fact, even a great performance isn’t always enough. However, a music video with intense choreography can increase views, go viral, and, in turn, boost streaming numbers, helping an artist recoup their losses faster.
Related articles: How TikTok’s 24-Hour Live Is Reshaping American Attention Spans
But why does this strategy work for some and not others? For example, global superstars like Beyoncé and Taylor Swift are in no rush to release music videos. Instead, they prioritize touring and sweeping up during awards season. But why? Well, for them, the reward is not worth the risk or cost. They are too big to rely on individual music videos and can see far greater revenue by partnering with platforms like Disney+ and Netflix, securing larger checks for performances and films.
Perhaps one day, these new acts will reach that level of fame. But for now, we’re loving the new girls, and Tate is doing it right—she’s consistent, she’s talented, she’s energetic, and she’s likable. She’s slowly building her own dedicated fanbase, which is crucial for any artist. Not to mention, she’s standing out from her peers by daring to think outside the box and delivering dance moves we haven’t seen in pop culture in over a decade.
Congrats to Tate.
by Diamond Brown
