For any artist coming up in this transitional time for the music industry, one question remains paramount: what does it mean to cut through the noise?
Over the past half-decade, TikTok’s musical appetite has expanded dramatically; by now, almost anyone – or any trend – can blow up. On the platform, there have been fleeting fascinations with everything from sea shanties to ‘sad girl’ singer-songwriters and shoegaze. This abundance of unforeseen viral moments means that, arguably, nothing that spreads like wildfire on TikTok feels truly surprising.
As emerging acts have had to adapt to this ‘new normal’ – the expectation to build and sustain an online persona – while also figuring out who they are and what they want to say, it means that for many, releasing music has turned into a labyrinthine game. However, a series of recent breakthroughs from those featured across ‘Bose x NME: C24’ shows that there is light to be found beyond an insatiable internet ecosystem. Here we have a group of artists who’ve proved how nothing bonds an artist and their audience like sharing the perfect live music moment.
In the year since her triumphant album ‘Bewitched’ dropped, Laufey’s ambitions have become more personal: having won her first Grammy and toured the world, the 25-year-old has turned her attention to engaging with her global fanbase, starting a book club and sharing handmade gifts with gig-goers.
Lola Young, meanwhile, has used recent radio appearances to discuss the “sacred safe space” she is fostering with fans, having spent time hanging out with them at her spring US tour. Aussie indie duo Royel Otis stormed their first festivals last summer, packing out a stage at Reading en route.
Music consumption soared during lockdown, and was crucial in lifting the moods of younger listeners who were missing out on formative live show experiences at the time. In the years that have followed, these fans seem to have repaid their favourite artists by attending as many gigs as they can.
At Artemas’ recent London date, he gave a heartfelt shoutout to a fan who he had seen on the barrier at other shows across Europe. Set to dynamic light production, his rendition of ‘I Like The Way You Kiss Me’ was proof, too, that a viral hit can sound bigger and brighter played live. And that’s all a young artist finding their feet can ask for.
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