“She understood what was going on because it was happening in her 20s.
“Juice WRLD and his mom are really close, and she’s a big rock fan,” Purps says. Your cool, older cousin’s music collection. But you know what’s always cooler? A senior’s version of those things when you’re a freshman. Teenagers don’t have decades of memories to contextualize things, so just about any defining experience can feel earth-shattering: seeing an irreverent film that captures the teen experience, identifying with an artist who expresses what you’re going through in a way that feels defiant or forbidden. Research has shown that nostalgic feelings are heightened during periods of transition, like jumping from middle school to high school, puberty to adolescence. “All of a sudden, MTV had those films playing,” Davis says. “It opens eyes if they hadn’t seen these films. It’s no stretch to wager that most of Ariana Grande’s fanbase was not old enough to appreciate Mean Girls during its original run. Billie Eilish was three when The Office premiered. It’s not always that simple, though: Troye Sivan was two when Titanic came out. Why the 2000s now? What creates these cycles? Two or three decades is how long it takes for kids to grow up, get jobs in media, and rep what they (and their audience of peers) loved during their teenage glory days. It’s not really about being cool anymore it’s about expressing your true self.” “That’s why I think the kids are doing so much more emo music. So I kind of conformed the music I grew up listening to towards modern production.” Juice’s lyrics find catharsis in unmasking young male emotion: “One thing my dad told me was, never let your woman know when you’re insecure,” he sings on his current Hot 100 hit “Robbery.” “Whatever Juice is rapping or singing about, that’s in the context of what is happening in his life,” Purps says. “The whole Lil Peep thing was eye-opening for me,” he tells Billboard. “I was like, Oh shit, these people like the same kind of music I like. Purps grew up in Los Angeles, playing guitar and loving Cali rock bands like Blink-182 and Incubus before immersing himself in rap in his later teens. The connections are clear for 31-year old producer Purps On the Beat, who spent significant time with Juice WRLD, crafting four tracks for his recent No. The 99 Greatest Songs of 1999: Critics' Picks This is especially true in places where user-generated content has broken down gatekeeper influence: within the music industry and online, expect the nostalgia needle to skew post-millennium.
Their many, many followers - most of them younger than they are - know it. As a recent Esquire feature explains, successes ranging from Captain Marvel to Mid90s to Landline are deeply in love with the era. We’re still experiencing a glut of ‘90s nostalgia, particularly in film.
These nostalgia cycles have been apparent for decades. Interest in the ‘50s, for instance, was revived in the ‘70s with Grease, Happy Days, and punk rock, and endured into the ‘80s thanks to Back to the Future, Stand By Me and the retro diners dotting the suburbs. The aughts had taken over the cool kids’ table. “You’re not in that awkward stage anymore.” “When you’re old enough to understand the era of your formative years, you can wear that fashion again, but on your own terms,” she says. A frequent collaborator with the 25-year old Grande, the 32-year old Davis was a high school senior when Mean Girls premiered. “We’re all calling back to that early 2000s era - it’s prime time for our generation now,” the video’s director Hannah Lux Davis tells Billboard. The hands on nostalgia’s clock had now crept forward. Four years earlier, Charli had co-starred with Iggy Azalea in the “ Fancy” video - basically the same concept, but with Clueless, the seminal mid-90s’ teen flick. The ’90s babies (Charli was born in 1992, Sivan in 1995) cosplaying Rose and Jack from Titanic and Trinity and Neo from The Matrix. Sivan appears as every member of the Backstreet Boys. There’s Charli in a Steve Jobs turtleneck and glasses, cradling a “bondi blue” iMac G3. The it-kid pop stars captivated the Music Internet last October with their single “1999,” introduced as a video that doggedly tested the thesis: maybe the late ’90s were really fucking cool. While most of us toasted the end of 2018, Charli XCX and Troye Sivan wanted to go back to 1999. Here, we explore how turn-of-the-millennium culture endures. Following our Billboard staff-picked list of the 99 greatest songs of 1999, we’re writing this week about some of the stories and trends that defined the year for us.
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