London is undeniably a melting pot for emerging artists to come to life and bring their talent to an international audience. These homegrown musicians share their stories through personal songwriting, composed melodies, beats, and intimate live shows. And if we're lucky, we get a rare glimpse behind the curtain—into the creative process and the personalities that make our favourite artists feel less like distant stars and more like familiar friends.
Apps such as Snapchat are more than a key into the lives of the artists we listen to daily. It's also a marker of a social media phenomenon that, as Gen Z, reminds us of the earliest days online when friendships, relationships and youthful memories were made. Snapchat's latest out-of-home campaign is a prime example of why connectivity through the app brings people together on a personal level.
For New Wave Magazine's exclusive interview with Snapchat we asked four talented artist about how they get closer to their music and fans using the app.
SamRecks
The multifaceted creative artist from London released his EP "BALANCE" last September and has acquired inspiration from all over the world to cultivate his artistry. Previously speaking about forming a community with social media, the rapper dips his toes into fashion and music video direction, all while sharing the journey with his followers online.
What is your earliest memory of using Snapchat? I was about 14 when I first made a Snapchat account. I found the concept of sending a picture that soon disappeared a really cool way to communicate, especially the timed messaging element.
How does the content you post on Snapchat differentiate from other social platforms when engaging with your fans?The content I post on Snapchat is a lot more carefree and ‘POV’ style; it tends to be more personal, as it’s literally whatever I’m doing at that moment, vs. taking content and banking it to post later.
Have you been able to grow a community and interact with your audience on a deeper level through the app? Snapchat has allowed me to connect with my community on a deeper level - I’ve been trying to post more BTS content about the process of making music independently and how I direct and edit my music videos. It’s definitely connecting with the right people, as I’ve had lots of people message me about it on the app!
Are there any upcoming projects your fans should be excited to hear about in 2025?Yes, my EP is coming out on my birthday, May 8th. It’s called ‘REKKI’ and I’m super excited about it. I’ve been experimenting with sounds and trying out new creative ways of showing what each song means. There are a lot of good vibes in there, and it shows some of my journey so far.
If you could chat with any artist for the day on Snapchat, who would it be?
I’d speak to A$AP Rocky and ask him how he bagged Rihanna.
Bellah Mae
The UK-based pop singer found her debut single, "Boyfriend of the Year" being listened through the ears of hundreds of thousands of viewers on TikTok. The Gen Z star uses her social media platforms to relate lyrics of heartbreak and growing through her 20's to her audience. For Bellah, authenticity and connection has always been a no brainer within her music and with new music on the horizon, she shares the singer she believes would be number one on her Snapchat best friends list...
What is your earliest memory of using Snapchat?
My earliest memory of using Snapchat was texting my first crush in high school and the sound of the Snapchat notifications giving me little butterflies to see if it was him, haha....It is cute to think about, considering I write so many songs about falling in and out of love, so not much has changed. Still a lover girl at heart!
How does the content you post on Snapchat differentiate from other social platforms when engaging with your fans?
I love that I don’t overthink anything I post on Snapchat. Whether it’s 1am or 1pm, with or without make-up, I just go on and say whatever I feel. It’s always giving major private story energy over there.
Have you been able to grow a community and interact with your audience on a deeper level through the app?
Growing a community on Snapchat feels like I’m texting my fans, which is the best thing ever for me. It’s super personal in the best way and allows us to connect in a conversational format.
Are there any upcoming projects your fans should be excited to hear about in 2025?
All of my new music. It’s my favourite part of what I do and it’s also my favourite music I’ve made. I feel like I’ve pushed myself as a songwriter in different ways than I have before. The entire record, start to finish, feels different than anything I’ve done previously... but also still has the classic Bellah lyrics and feels that I know my fans love.
If you could chat with any artist for the day on Snapchat who would it be?
Sabrina Carpenter... I feel like we’d send the most random little things in our daily lives and find everything funny.
Finn Askew
Based in Somerset, the 19 year-old artist inspired by Nirvana, Green Day and various indie genre bands has grown a fan-base around his 2020 release "Roses", now holding over 35 million Spotify streams. Finn's latest project "Too Late" was released earlier this year and features his soulful raspy vocals sing over heartfelt ballads.
What is your earliest memory of using Snapchat?
I think my earliest memory of using Snapchat is from Year 9. I used it to speak to all of my mates from school, and post stories like“Snap back and I’ll sing you a song!"
How does the content you post on Snapchat differentiate from other social platforms when engaging with your fans?
I feel like on Snapchat, people get to see a different side of me that they don’t see on other platforms. I post more raw and unfiltered content, which just makes my connection to my fans feel more authentic.
Have you been able to grow a community and interact with your audience on a deeper level through the app?
I feel like I’m slowly building my community on Snapchat. I have spent the past month really learning how to use Snapchat as a platform and now I feel like I’m starting to see rewards.. My audience is only going to continue to grow as time goes on!
Are there any upcoming projects your fans should be excited to hear about in 2025?
I’m hoping to do a set of small shows this summer. I say shows, but they’ll be more like places fans can pull up to and party and get an insight into the world I’m trying to create!
If you could chat with any artist for the day on Snapchat who would it be?
Frank Ocean.
Flowerovlove
Joyce Cissé is one of our favourite London-based talents known for her unique blend of indie pop and her genre-blending ability to create feel good tracks that have a nostalgic flair. Also loved by luxury fashion brands, the artist has a creative eye for styling, performing and overall serves no less than masterpieces with her online content!
What is your earliest memory of using Snapchat?
My earliest memory of using Snapchat was in secondary school. I remember using the iconic AR lens with the flower crown.
How does the content you post on Snapchat differentiate from other social platforms when engaging with your fans?
The content I post on Snapchat feels more personal and raw, almost as if I was telling a close friend a story, and I really love that this space and platform exists for this reason.
Are there any upcoming projects your fans should be excited to hear about in 2025?
Yes! Stay tuned and be excited for my new music. I’m finishing everything as we speak, so make sure to follow me on my Snapchat to keep updated.
If you could chat with any artist for the day on Snapchat who would it be?
Harry Styles, of course. The answer is always Harry Styles!
