Artists require an unshakeable belief in their path, voice and identity, if they want to slice through the noise and make a real impact. Today, we zoom in on three artists who unequivocally hold this belief, and are outliers in every sense; as they do not conform to the status quo, habitually take risks and are relentless with their creative evolution and expression.
Jairic
Emerging as one of the most interesting and audacious new hip hop acts, Jairic holds nothing back with his raw and unapologetic lyricism. Originally from Detroit, Michigan, and now based in Cannes, France, Jairic’s music is defiant and super-charged with relentless authenticity. Drawing inspiration from Hip Hop greats like Nas and Wu Tang Clan, as well asDetroit’s underground, Jairic has wowed crowds with exclusive performances at Château Les Alouettes in Cannes and Villa Balbiano on Lake Como, as well as a featured live appearance at the Paris premiere of the short film Azur.
As a rapidly rising force, Jairic’s music is entirely self-written,self-produced and self-performed which highlights his creative dynamism and strength, with his latest offering, n=40 EP being testament to this. The 8-track EP zooms in on Jairic’s craft in a holistic and profound manner, spotlighting his forward-thinking production and fiery instrumentals that go for the jugular, along with his ferocious, quick-witted lyricism. One of the most intrepid tracks on the EP, ‘Don’t Let Me Put a Track on You’ is accompanied by a visually striking, noir-esque inspired music video which has amassed over 2 million views on YouTube. The video, which was directed by Vansh Luth (Two Words as the Key and Destination Paradise), brilliantly echoes the fearless energy of the track’s lyrics and sound design, with Jairic starring as the main character kitted in a suave suit and hat similar to a mob boss. Through the use of nocturnal urban environments, high contrast lighting and a rose motif, the effortlessly polished visual centres around themes of power and obsession, reminding the viewer that dynamics can change in the blink of an eye.
I’MMORTAL
I’MMORTAL is a multi-modal enigma. The dance pop singer-songwriter, producer, visual artist and creative director has built a reputation for defying norms, shattering boundaries and diving into unchartered creative terrain. Based between London and New York, her latest celestial single and video ‘Floor Siren’, showcases her artistic evolution in a staggering manner. The rave-ready single centres around feminine sensuality, liberation and empowerment. Her vocals flow like an incantation, as she puts a spell on the listener throughout the track, while the high- octane, four-to-floor beat is primed for peak-time dancefloor euphoria. With the accompanying music video, I’MMORTAL’s eye for evocative aesthetics and her experience as a visual artist come into play. Directed by Kaiuna O, the music video jolts the viewer into an otherworldly dimension which centres around I’MMORTAL’s newfound love for pole dance and floorwork choreography. The haunting, yet enticing video is fueled with grit and strength, while it highlights the profound duality of I’MMORTAL’s artistry through balancing her dark, grotesque depths with her feminine, graceful demeanor.
Originally from California, I’MMORTAL grew up playing violin in orchestras, and she also participated in theatre productions, where she developed her love for singing. This experience built a fertile foundation for her career to unfold organically, where thought-provoking storytelling is the central theme to her creative output, which often touches on themes such as her AAPI identity, death and rebirth, the natural world versus artificial constructs and femininity.
Karmacoda
San Franciscan duo Karmacoda have consistently defied limits and genres for over twenty years. Composed of core members Brett Crockett aka B. (producer) and Japanese-American multi-instrumentalist Eric Matsuno (bass and unique elements), Karmacoda are known for their heartfelt lyricism and genre-blurring productions. Their extensive catalogue includes R&B, chill, trip-hop, rock, dream pop and various shades of electronic music. Karmacoda’s ability to continuously grow has made them one of the most exciting and pioneering outfits in the music industry today, and their latest hit single ‘Practically Impossible to Please’ featuringsinger-songwriter Megan Slankard, exemplifies this.
‘Practically Impossible to Please’ was co-written by Megan and Brett, and dives into textures of Soul Pop, with glimmers of R&B. Influenced by the sound of the 90s and 2000s, the track tells a tale of a toxic relationship dynamic where it’s really difficult to please someone. Megan’s vocals shine brightly throughout the single as she pours her entire being into the track’s emotive lyrics. The track, which was produced by Brett Crockett, is underscored by a tender piano melody along with a subtle, yet expansive drum pattern, proving that sometimes a minimal approach to production can in fact still tether at heart strings.