Olivia Rodrigo is set to headline the Saturday main stage at Pinkpop, a move that signifies a shift away from the festival’s traditional booking of older, rock-oriented male artists. This booking reflects a broader trend in the Dutch festival scene, which is increasingly embracing young female pop artists who resonate with Generation Z.

The rise of these artists is evident not only at major festivals like Pinkpop and Best Kept Secret but also at smaller events such as Eurosonic in Groningen. Artists like Roxy Dekker are rapidly gaining popularity, further highlighting the growing influence of young women in the music industry.

Eefje de Visser, another Dutch festival favorite, will also be headlining the main stage at Best Kept Secret, a festival in the Netherlands.

Despite the growing prominence of female artists, the Dutch music industry continues to grapple with gender imbalance, as highlighted by a recent report from BumaStemra, the Dutch music rights organization.

Rodrigo’s performance at Pinkpop represents a pivotal moment, potentially ushering in a new era for the festival and signaling a broader cultural shift in the music industry.