Maggie Rogers’s Journey from Viral Fame to Religious Studies

“You and I, there’s air in between,” Rogers sings on the chorus.

Rogers was one of the first pop stars to achieve fame by unintentionally captivating the Internet, and, strangely, she was also one of the last. These days, virality is not so much a lightning strike as a marketing scheme, reverse engineered by executives and masquerading as serendipity. A. & R. representatives often scout new talent by dissect... See more