“I kind of feel sorry for them”, Demae says from her recording studio in London, pondering the fate of Tik Tok-signed acts. “There must be an enormous amount of pressure to deliver more. You’ve had this big hit online – what happens next? You haven’t had time to develop yourself as an artist.”
Now in preparation for the release of Deliver Me, her forthcoming solo EP and second major release via FAMM, over the years, Demae’s own artistry has manifested itself through multiple projects and iterations.
Initially making her name as one part of the triumvirate Hawk House – whose album A Handshake to the Brain established a cult following when it dropped in 2014 during an era of neo-soul-inflected hip hop collectives emerging in the capital – Demae then created the solo alias Bubblerap on Soundcloud, under which she’d share covers alongside her own honey-vocalled demos.
Working away and experimenting for a few years then led her to eventually releasing her debut …