Artemas Has Us In Our Feelings

Unlike previous generations of internet users — who felt the need to hide their desire for online notoriety with a nonchalant, IDGAF attitude — the newest crop of creatives is under no illusions that they aren’t forced to participate in planned guerrilla marketing campaigns and self-branding strategies. The plus side is that the normalization of striving to be a public personality on platforms like TikTok has dismantled the 'too cool for school' trope. The downside, however, is that those of us who were born before the era when being on social media was a potential career path don’t quite speak the language.

There is no corner of the world that exemplifies the behavioral shift in the TikTok era more poignantly than the music industry, where aspiring musicians are expected not only to release music at an accelerating rate but also to become an interesting internet personality to keep an audience’s attention between releases. Artemas, a 24-year-old, London-based producer, has gone viral online more than a few times, in large part due to his unique self-promotion strategy where he bait-and-switches viewers into thinking his music is the work of an established artist, like Drake or the Weeknd. Yes, the music is catchy, but in previous eras, a stunt like that would be a faux pas. Things are different now. The youth today has come of age in a society that ushers people into performative throes of social media, and they’re all aware and accepting of it. Creatives today are allowed to get their bag without being labeled as a sellout.

Artists, like Artemas, are using social media to promote their music endeavors and attract fans in ways their own idols likely wouldn’t have seen as authentic, but to have internet access is to self-promote. The crew of musicians that are dipping their feet into the industry now are no less passionate than those before them; they’ve simply stripped away the ironic hipster wallpaper to reveal a solid but flexible foundation.

We met up with Artemas, whose most recent release 'just want u to feel something' is currently making rounds online as a popular TikTok sound, to talk about finding success in the age of TikTok.

Izzi Sneider— You just dropped “just want u to feel something”, Congrats! How are you feeling about the release? Has the rollout gone as you expected?

Artemas— Love this song. It’s the first time I’ve released with a relatively significant audience which is so weird. I keep getting dm’s asking if I’m okay. Don’t think I realized how desperate the lyrics were until then. I love that music makers are reaching out and asking me how I did certain elements of the production because I used to do the same thing. 

IS— You’ve been releasing music since late 2020, how has the journey been? What led you to creating music?

A— I’ve been making songs since I was 16. I watched the Nirvana documentary on Netflix and just became obsessed. I was on the search for an identity at the time and I could always learn music from ear, so it made sense. I’ve had so many phases of different genres/artists. I’m drawn to people who aren’t necessarily trying to paint a pretty picture of themselves (Frank Ocean, Amy Winehouse and The Weeknd come to mind), and I feel really comfortable doing the same in my music. (In real life I’m neurotic.)

IS— How has moving to London impacted your music? Are there any artists or movements that you feel epitomize London right now?

A— I don’t know if it really affected my music. Since I’ve been doing this, I’ve sort of been in my own bubble and I look all over the place for inspiration. There are too many great upcoming artists in London at the moment to name but I got in the studio with Jim Legxacy last month and he’s the truth. 

IS— You play with various genres and experiment with your stylistic choices in your music, so I imagine you have a unique way of songwriting. Can you tell me a little bit about your creative process? 

A— I literally just sit down at a keyboard or guitar and then just try and speak a song into existence. I try not to be too clinical with what I’m trying to write and just spew out whatever. It’s a really cool process. Feels like I’m tapping into something beyond myself. Recently, I have been making almost everything with my guitarist Toby Daintree who’s just a musical genius. 

IS— Being a self-taught musician and producer, how do you think working on your own developed your sound? Looking back, are there any standout moments that felt important to you as a musician today?

A— It’s everything, you can be endlessly experimental on your own. You can try things out with no judgment and develop your own sound. Around march I realized I had been in a bit of a creative dry spell. I felt too attached to what I had already released. I think it was an ego thing. I was making all these darker R&B inspired songs with no intention of putting them out cause it didn’t fit with what I had been doing. Eventually I realized this was stupid and I haven’t looked back. 

IS— “if u think i’m pretty” has been going crazy online too! Are there any unusual uses of the song that you weren’t expecting? What/who inspired the grunge version?

A— Oh god, people have been getting freaky to my music. I’m on like the biggest ‘sex’ playlists on Spotify which is hilarious if you know me personally. The sound is everywhere on TikTok and I have seen some pretty fruity stuff. It’s what I always dreamed of.

IS— The way artists are using social media is changing. Some dislike the added pressure to market themselves online, while others use social platforms as a creative outlet. Seeing that you’re very active across your platforms, what role does social media play in your work? 

A— I think it may appear that way, but honestly the best thing an artist can do is just focus on their craft. At the end of the day, it’s the tune that makes people stop in the tracks. I’ve heard a narrative where people say that someone like Frank Ocean couldn’t exist in this current social media landscape but honestly, I think he’d have risen even quicker. The stuff I post takes no effort but I’m in my room writing almost every day. 

IS— You’re playing a show in London on February 14th, how are you feeling about preparation so far? What can we look forward to at the show? Are there any songs you’re excited to play? 

A— We’re doing one on the 16th too. I cannot wait to see the people. It’s obviously all online at the moment and these songs were made to be performed. It’s a 3 piece and there’s going to be a lot of new music. I love that it’s on Valentine’s Day. I don’t know how romantic it will be. Might be more of a vibe if you’ve just had your heart broken.

IS— The year is almost over, what are your goals for 2024? Where can we expect to see Artemas in the future? 

A— It’s not even been 4 months since my first introduction to a wider audience and I have a million ideas and so much music. Trying not to leak everything but I just love being present with the music. Expect a lot of songs. I’m getting more and more daring with my lyric and production choices everyday but cannot give u a definitive answer.