"purveying awkward Black girl anthems via a lo-fi take on 80s-influenced synth pop, but you wouldn't bet on it. Self-released, her tracks have racked up millions of streams and attracted the attention of Doja Cat and Chappell Roan, both of whom took her on tour: cue a video of Springs supporting Roan at New York's Forest Hills stadium last autumn, performing Girlfriend while most of the 13,000-capacity audience sings along."
"We often hear about the damaging impact of social media on pop, from toxic fan culture to the way online gossip reduces lyrics to a treasure hunt for details about artists' private lives. But it's also worth noting its positive effects: how TikTok users can make improbable tracks from pop history go viral; how social media can transform the fortunes of an artist who probably wouldn't have got past a record company's reception in our current, risk-averse era."
North Carolina musician Isimeme Udu, known as Hemlocke Springs, gained fame by posting homemade song videos on TikTok, generating millions of streams and attracting artists like Doja Cat and Chappell Roan who invited her on tour. Her self-released singles showcase a lo-fi, 80s-influenced synth-pop style and purvey awkward Black girl anthems with geeky originality and catchy melodies. The Apple Tree Under the Sea continues the idiosyncratic approach, remaining self-released via Awal, and resists mainstream polishing. Online virality provided rapid exposure, but novelty can fade, raising questions about translating short-term attention into lasting, traditional success.
Read at www.theguardian.com
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