TORONTO – Canadian rock band The Beaches are experiencing a surge in popularity, fueled by a strategic shift towards a more pop-infused sound and a keen understanding of their core audience: young women. The quartet, comprised of jordan Miller, Kylie Miller, Leandra Earl, and Eliza Enman-McDaniel, is riding a wave of renewed interest in guitar-driven music, culminating in their latest album, No Hard Feelings, and recognition for their manager, Laurie Lee Boutet.
The Beaches, formed in Toronto, Ontario, had built a dedicated following through energetic live performances and relatable songwriting. However, translating that success to the broader online music landscape proved challenging. Despite knowing the bandS appeal in person, the digital community wasn’t fully connecting with their existing sound. This shift is particularly significant as overall streaming numbers for rock music have been in decline, but artists like Olivia Rodrigo are demonstrating a resurgence of the genre’s appeal.
Enter Laurie Lee Boutet, who took on the role of manager and immediately identified a key opportunity. Her initial advice was to refine their sound,adding approximately 20 percent more pop elements. “I always thought they were really talented, and Jordan’s such a smart and funny lyricist, but the songs were missing hooks,” Boutet explained to The Globe. “And if you want to connect with a bigger audience, hooks matter.”
This strategy began to yield results with the 2022 EP End of Summer, followed by Blame My Ex in 2023. The momentum continued with No Hard Feelings, featuring the singles Did I say Too Much and Last Girls at the party. The band’s evolving sound resonated strongly with a younger, primarily female demographic.
Boutet, who also co-manages Charlotte Cardin, attributes this success to the power of today’s young female music consumers. “I think young women between 16 and 24 are the ones shaping mainstream music right now,” she stated. “They’re fully invested in the artists they love, so when they connect with something that feels honest or reflective of what they’re going through, they go all in. That’s definitely something the Beaches tapped into with Blame Brett. it was direct, emotional, a little messy and completely honest.”
The Beaches previously worked with Universal Music, but struggled to effectively convey their evolving sound. “That’s what we were trying to do with Universal Music,” Kylie Miller said, “But it wasn’t translating.” Earl added, “Now it is indeed.” Enman-McDaniel succinctly summarized the situation: “there’s a place for us.”
Boutet’s success was recently recognized with the Billboard Canada Manager of the Year award, further solidifying her impact on the Canadian music scene. The Beaches’ story serves as a case study in adapting to the evolving music landscape and the importance of understanding and connecting with a target audience.
