Get To Know: Deema

The UK music scene is renowned for its vibrant personalities, blending confidence, introspection, and raw emotion. Enter Deema, a South Londoner whose lyrical dexterity and unique sound have been steadily carving out a space in the industry. As his latest project, Dog With a £, released just last week, Deema is ready to captivate listeners with his distinctive mix of energy, humor, and grit. With a charisma felt through a midweek Zoom call it is clear that Deema is one to watch. 

We caught up with the rapper to discuss his journey, grime roots, and creative ambitions.

Deema’s roots are firmly planted in grime, a genre he credits with giving him his foundation as an artist. Cutting his teeth with the influential South London collective The Square, he learned the importance of collaboration and energy.

For Deema the grime scene wasn’t just a proving ground - it was an education.

“Grime is where I learned how to connect with people through music. It taught me how to write and perform, and it was all about vibing off each other. Being in a group pushed me to bring my best every time,” he says.

Those lessons have stayed with him, even as his sound has expanded beyond grime’s traditional borders. “I’m proud that I can sit down and make a song by myself now,” Deema explains. “Back then, it was about bouncing off the group’s energy, but now I can figure it out on my own. That’s something I couldn’t do before.”

With Dog With a £, Deema showcases a playful yet refined approach to his music. The project’s title alone hints at his ability to balance wit with relatability. “There’s no crazy specific meaning,” he admits. “It’s just another dog with a pound, you know what I’m saying. I just want people to vibe to it, get into the raps, the features, and just enjoy it.”

That sense of fun runs throughout the project, but it’s paired with a meticulous attention to detail. Deema is intent on delivering music that listeners will keep coming back to.

“I want people to run it back when they’re done. That’s all I really care about.”

The ten-track project is as much about the journey as it is the destination. Deema explains his ethos of creating with intention, ensuring every song earns its place. “When I make something, I want it to be something I’d actually listen to myself,” he says. “That’s when I know it’s good.”

His creative process is equally rooted in authenticity. Deema’s approach is refreshingly unpretentious, relying on spontaneity and intuition. “Sometimes it’s just me in my room, messing about until I make something I actually rate,” he shares. 

“South has always been where I’ve lived and grown up, so naturally, it’s gonna be in the music,” Deema shared during our conversation. He elaborated on how his environment influences his storytelling, adding that the area's vibrant energy and community are part of his creative DNA. South London’s culture and character have become intrinsic to his sound.

While Deema’s grime roots are undeniable, his music refuses to be boxed in. Blending elements of hip-hop, UK rap, and storytelling, his sound is as eclectic as it is cohesive. It’s this versatility that sets him apart.

“I don’t want to be boxed in. I feel like I can offer something no one else is doing right now,” 

His lyrics are quite often laced with humor and wit, stemming from his desire to keep things authentic and enjoyable: “I’m not trying to force anything or sound like anyone else. It’s just me, having fun and letting the music do the talking.”

Deema also explains the importance of visuals in today’s music landscape. “People hear with their eyes first,” he explains. “Visuals are the opening to the world I’m trying to create.”This is fitting especially in the recent project as the South London rapper adopts a darker sound accompanied by his black and white visuals. 

Though still early in his career, Deema’s vision for the future is clear. “I want my music to represent a time or season in people’s lives. If they can listen to a track and it reminds them of a specific moment, then I’ve done my job.”

He also acknowledges that his sound will continue to evolve with time. “Once I’ve gone through life, then I’ll realise what direction the music is going, you know?”

With Dog With a £ already resonating with listeners and his star steadily rising, Deema is poised to leave a lasting mark on the UK music scene.

Listen to Dog With a £ now!