Get ready to celebrate the most groundbreaking artists and creators in music today! Variety’s 2025 Hitmakers is here, and this year’s lineup is nothing short of extraordinary. But here’s where it gets controversial—while some honorees are household names, others are pushing boundaries in ways that might just challenge your idea of what makes a 'hit.' Let’s dive in.
Today, Variety unveiled eight remarkable honorees for its ninth annual Hitmakers celebration, spotlighting artists and producers who’ve redefined success across genres. And this is the part most people miss—every single one of these talents is also a 2026 Grammy nominee. Talk about a power move!
Here’s the full list of honorees:
- Tate McRae — Powerhouse of the Year: At just 22, McRae has proven she’s a force to be reckoned with in pop music.
- EJAE, Audrey Nuna, and REI AMI (the voices behind HUNTR/X) — KPop Demon Hitmakers of the Year: Their fusion of K-pop and innovative storytelling has taken the world by storm. But is K-pop still a niche genre, or has it fully taken over the mainstream? Let’s debate that in the comments.
- Buddy Guy — Living Legend / Iconic Collaboration in Film Award: At 89, Guy’s contributions to blues and his role in Ryan Coogler’s Sinners prove that age is just a number.
- Alex Warren — Breakthrough of the Year: Warren’s hits defy pop conventions, proving there’s room for uniqueness in the charts.
- The Marías — Anti-Hit Hitmakers of the Year: Their music is a breath of fresh air, but does it challenge the very definition of a 'hit'? You decide.
- Sounwave, Mustard, and Jack Antonoff — Producers of the Year: These masterminds were instrumental in Kendrick Lamar’s groundbreaking work, including the album GNX and the viral single Not Like Us.
- Republic Records — Label of the Year: For the sixth time in nine years, Republic Records dominates with eight of Luminate’s top 25 songs of 2025.
- Riot Games — Interactive Music in Media Award: For over 15 years, Riot Games has bridged the gap between gaming, music, and live experiences, creating collaborations that feel like cultural phenomena.
These honorees will join the previously announced 2025 Hitmaker of the Year, Sabrina Carpenter, at an exclusive brunch on December 6 in Los Angeles. Variety’s executive music editor, Jem Aswad, shared, ‘We’re thrilled to honor talents spanning generations and genres, from Tate McRae’s pop dominance to Buddy Guy’s legendary blues legacy.’
But here’s a thought—as we celebrate these innovators, are we witnessing the evolution of what a ‘hit’ truly means? Alex Warren and The Marías’ success with non-mainstream songs challenges the industry’s norms, while Sounwave, Mustard, and Antonoff’s work with Kendrick Lamar redefines cultural impact. And Riot Games? They’re not just promoting music—they’re creating immersive experiences that blur the lines between art forms.
TikTok, Riot Games, and Cash App Visa are the Premier Partners, with Eternal Water as the Official Water Partner. More surprises are on the way, so stay tuned!
Now, here’s the big question: As music continues to evolve, who gets to decide what’s a ‘hit’? Is it the charts, the fans, or the artists themselves? Let us know your thoughts in the comments—this is a conversation worth having!
