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If you are an enjoyer of alt-grunge, dark R&B, or viral TikTok trends, then you have most likely heard music created by Artemas. The English singer/songwriter, originally from Oxfordshire, released his first single, “High 4 U,” back in 2020, after being heavily influenced by ’90s alternative rock and Kurt Cobain’s documentary “Montage of Heck.” He continued to write and produce music, rapidly gaining attention and growing his fan base after his 2024 release “i like the way you kiss me” went viral, earning him over 1.4 billion streams. Fans praised the song for being dark, sexy, and above all, undeniably catchy.
Many credit Artemas’ success as an artist to his “TikTok strategy,” a new and increasingly relevant form of digital marketing. By creating a strong online presence, teasing the song through carefully selected lyrics, posting enticing video clips, and following a repetitive song structure, Artemas has been able to generate large amounts of interest and anticipation for his releases.
His latest single, “you and i could never be friends,” is the most recent example of his marketing and musical success. Keeping his forward momentum, the release comes just weeks after his new mixtape LOVERCORE, his fourth mixtape overall. The song begins with the lyrics, “I know that we only just met, but you and I ain’t gonna be friends.” Artemas sings at a fast tempo, which emphasizes desire and urgency around the situation. Similar to several of his other hits, the song is grungy, dark, and repetitive, creating a sense of built-up tension for the listener. In his lyrics, he delivers the lines, “I don’t even know you like that, I don’t even wanna pretend,” which expresses a desire to experience a person in the moment, at a physical, surface level, but not long-term.
Artemas’ lyrics explore intimacy in a way that is fleeting and detached, and can be a point of discussion on how some may view modern-day relationships. In this technological age, where many people have access to social media, dating apps, and other online platforms, connecting with others for casual encounters has become increasingly easier. In the context of romantic relationships, this exponentially increases an individual’s “dating pool.” This digital age is an important factor that not only contributes to daily connection with others or marketing strategies, but may contribute to the ever-shifting idea of relationship “norms.” This new-age idea of the “short and sweet” relationship is explored through singer/songwriter Artemas’ work.
Following the release of his newest single, “you and i could never be friends” and his mixtape LOVERCORE, Artemas just announced “LOVERCORE on tour.” The rising star’s tour debuts February 3 in London, U.K., and concludes March 21 in Miami, Florida. View his tour dates below and stream his new single here.
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