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The music industry is in transition. Platforms such as TikTok and Spotify dictate what goes viral, and often gives the impression that it is no longer about the music itself, but about personality and algorithms. One who understood these mechanisms early and used for itself is D4VD. At just 17 years old, he catapulted himself with two viral hits in the mainstream – of all things with songs, which he recorded in his sister’s wardrobe. “I just needed music that is not blocked so that I can upload my Fortnite clips to YouTube,” he says in retrospect. What started as a pragmatic solution became a sensation within two years: Here with me and Romantic homicide Achieved platinum status, and D4VD became the face of a new generation of artists.
“It’s not about being authentic”
While many musicians are still fighting to assert themselves in the landscape characterized by Tikok, D4VD has seen through the game. “It’s not about being authentic,” he says with a mixture of self -irony and pragmatism. “It’s about catching people. And if you have them, you can be authentic. Be funny, be bipolar.” A statement that hits the core of today’s music scene: The attention span is short, the competition is great – if you don’t entertain, disappear in the algorithm.
But D4VD defends itself against the accusation that his art consisted of pure calculation. “The art I make is pure art – without gimmicks.” He believes that his music earlier in a world without social media could have established a deeper connection to people “You can have the better song than someone else, but if he is funnier than you, he gets more fans.” A bitter truth in an era in which streams often count more than substance.
Withered – the next step
April 25th will be released WitheredD4VD’s new album – a work that lifts its sound to a new level. With a mixture of indie, R&B and alternative pop, the plate immerses deep into emotional ups and downs. “I see my music as if I was writing a book”says D4VD – and this time he takes us on a journey through his personal experiences and dealing with his emotions in music.
Between social media promo and the claim to make his art really tangible, there is a realization: D4VD has looked through the system. He knows exactly how he uses it without losing his authenticity in music.