(Awal)
On her self-released debut, the singer-songwriter championed by Chappell Roan doubles down on the wonky charm that made her go viral on TikTok
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.
Which brings us to North Carolina’s Isimeme Udu, better known as Hemlocke Springs, who rose to fame posting homemade videos of her songs on TikTok. There’s always a chance that a label might have gone all in on a bespectacled 27-year-old former librarian fond of neon-coloured wigs, 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.
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