Olivia Rodrigo will headline Pinkpop festival in the Netherlands, showcasing the changing landscape of the music industry and the rise of Gen Z female pop artists. The singer, known for her global hit “Drivers License” at age 17, will close the festival on Saturday on the main stage.

Her performance comes as the Dutch festival summer sees a surge in popularity of young female pop artists, often labeled “Gen Z” or “popzoomers.” These artists, born around the turn of the millennium, are dominating festivals, streaming platforms, and social media, with 2025 expected to be a breakthrough year.

Pinkpop executives have noted the rapid rise of these young women, explaining that artists today need fewer steps to achieve significant success. They make a large impact with a smaller body of work and can reach a wide audience quickly. This perspective addresses concerns from some Pinkpop fans who felt Rodrigo was too young to headline the festival.

While the Dutch festival summer still features many male artists, they primarily represent an older pop era. In the Netherlands, BumaStemra reported that the Dutch music industry remains largely male-dominated. Other female artists performing at Dutch festivals include Roxy Dekker, Eefje de Visser, and Girl In Red.