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What’s next: This self-taught singer-songwriter’s career blossomed off the back of a few low-key, lo-fi Soundcloud ditties. But when I’m done with it, the song just makes complete sense.” What they say: Apollo revealed to NME last month that he doesn’t feel restricted by creative boundaries, saying: “When I write, I don’t think about it. Staccato bass lines meet soul wave grooves, resulting in pop bangers that are DIY in attitude but future smash-hit material in effect.
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Sounds like: Buttered-up indie pop that’s just as heartfelt as it is carefree. What’s next: Clairo is currently supporting the king of gleefully inoffensive R&B, Khalid, on his North American mega-arena tour, which just so happens to include a stop at Madison Square Garden. In the piece, she gushes about the impact that herself and her peers are having on their collective audience, “Billie, Cuco, Omar Apollo and the rest speak for the kids”. What they say: Clairo is the star of this week’s NME Big Read. Clairo churns out sweet songs with a serrated edge, exploring self-love and identity in a frank, open-faced manner. Sounds like: Mellow, plaintive bedroom pop that boasts a dream-like, scuzzy haziness. And that, you could say, is revolutionary in itself. Conan Gray was once a vlogging phenomenon.īut what The Z-Pack all have in common is that they have led their own journeys to viral stardom, whilst remaining completely unbeholden to genre. Omar Apollo took a similar route, uploading unassuming clips to YouTube. Soccer Mommy wriggled her way into the limelight by posting demos to Soundcloud. For the majority of The Z-Pack, all they needed was SoundCloud or YouTube account, talent and a shit ton of charm to capture the hearts of millions of teenagers. Growing up in the internet age, the Z-Pack are (obviously) adept at utilising their social media platforms, to the point where this lot managed to make it big sans an industry push. Here we have a group of artists that have effortlessly shifted the pop-sphere as we know it. Cottrill resides within the cream of a new wave of self-made artists born in the late 1990s and early 2000s – Generation Z.
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Her debut album ‘Immunity’ is out today, and as the star of this week’s NME Big Read, she discusses how via sharing offline life – “I could never write a record that wasn’t about something I’d experienced” – she has become a viral presence with mega-hits to boot. Clairo, aka Claire Cottrill, is a true hero for the digital age.