"You’re not alone, ever!", Niki Demar premieres Hyundai Promoted Track on SoundCloud

Interview: Arianna Chirico / arya_ayra

Photography: Tiago Soares / tiagos_illmind

Hyundai selected Indie recording artist NIKI DEMAR as one of the artists featured in SoundCloud’s upcoming “Hyundai Promoted Track” campaign, with her new single “25.”

Verbal communication is essential to make us all accomplices in this journey that connects us, which is life. Niki Demar proposes to offer musical chords to contemplate experiences, to admit to oneself feelings and emotions that we hardly accept.

Her Pennsylvania lifestyle is a constant part of her daily inspiration, as well as the chance to run into independent artists on a variety of musical platforms, offering intellectual and surprising lyrics. Words, accompanied by musical notes, can turn into a cure and friendly advice for those in need.

SoundCloud supports artists like Niki, so they can make their music a means to push us all towards greater awareness of what we intimately and socially live.

Your single has just come out and it looks like your success is making its mark on the music scene. How did “25” come from? Can you tell us more about it?

I always want to write what’s on my mind and won’t leave my mind, and that was my age. You’re always told when you’re younger “never ask an older woman her age, it’s insulting.” Discussing age and not being where you thought you would be is taboo. Everyone feels that way now, especially with social media, trying to prove that you’re doing something great with your life. I wanted to make a song admitting how I really feel and how others my age feel, which I know from having conversations about this with my friends.

What has shaped your identity as a musician? Was music always part of your plan?

I feel that my music is made for when you’re alone at night and that’s what has shaped my identity thus far as a musician. I want to make those somber, honest lyrics and pair them with a moody instrumental, perfect to listen to alone in your car or in your messy room, contemplating life. I like to make songs with lyrics that make you feel something you’ve thought or felt and maybe haven’t admitted to yourself yet, but also add a nostalgic melody that’ll make you embrace that thing you’re feeling.

When did you need to tell emotions and stories through musical notes? 

Although writing was the only thing I was good at in school, it wasn’t until 2018 that I started whipping out my phone and writing everything and anything I was feeling and rhyming it all together. I wouldn’t even intentionally be writing music—I would just have to get out my feelings somehow but in an artistic way for some reason. Little did I know, these “rhyming notes” in my phone all make up every single one of my songs pieced together.

What is the main message you want to share?

My main message is that you’re not alone, ever. Your brain likes to tell you that you are when you struggle, and I’m here to say (through music) that you are not alone in feeling alone, and you are not alone in your emotions. I want to make music to fill that void during lonely times for people.

What and who inspires you?

What inspires me are the independent artists I discover on Spotify. It’s hard for me to get super impressed anymore from the mainstream stuff as I once did, compared to the insane music I’m discovering from independent artists on Spotify who are killing it from small towns, recording music in their basements or bedrooms and writing some of the most relatable, intellectual, and genius lyrics I’ve ever heard. Hearing their music inspires me to push even further with my lyrics and makes me feel so inspired from my lifestyle in Pennsylvania.

How did success change you?

Success from YouTube is completely different from music success. My YouTube success has made me more of an instant gratification person but beginning this music journey is a big picture situation where I need to be patient. It has been humbling and cathartic. I’m starting at the bottom again, which is intimidating yet exciting and extremely motivating. I’ve had to slow down and focus on what’s important so that I can achieve the music success I do want.

Is there any artist or brand you would like to collaborate with?

I would love to one day collaborate with Sasha Sloan, as she’s the person who makes me feel less alone when I listen to her music.

How has this pandemic period influenced your life and your creativity? 

This pandemic has made me reflect and look at things I used to avoid. Being forced to look at the unwanted items on my shelf and let the shelf fall down has been an emotional roller coaster that I’ve been able to put into music. I’ve developed so much self-awareness and awareness of people in my life since the pandemic, where I’m able to dig deeper in my lyrics.

Hyundai selected you as one of the artists featured in SoundCloud’s up-coming “Hyundai Promoted Track” campaign. How do you feel? What can you say about it?

Hyundai selecting me was one of the moments where I was like, wow, I did something. “Alone in My Car” was my first track released as an independent artist on Spotify, and it truly was one of the most authentic releases. I had no expectations at all, and now it’s the catalyst for the rest of my music, still growing and sitting at almost 3.2 million streams. I’ve seen videos of it playing at airports, Walmart stores, and now it’s caught the attention of an actual car company, Hyundai! Haha.

What is the most important thing in your life and career?

The most important thing in my life and career is always feeling passionate and stimulated about whatever I may be doing. For the longest time, I moved forward without that feeling, making the same YouTube content after same YouTube content, and with the release of “Alone in My Car,” I felt that warm, passionate butterfly feeling I was missing for a few years. I want to feel that almost every day.

How did you create your personal style and your look? What and who are you influenced by?

I’m not specifically influenced by anyone for my style. I would say one of my things is my constant change of my hair color. I’ve had so many colors like blue, orange, red, mint, and now I’m brunette (for the first time in 5 years) and recently added back in some orange. I didn’t realize how much more I feel with my pops of color. As far as fashion, I pretty much stick to comfort, pants and heavy accessories, but then I like to tie in current trends along with my “niki” standard outfit. I’m also a Taurus so comfort meets fashion is pretty much it for me.

You are a powerhouse in the beauty and fashion industry. How would you define beauty? What is beauty for you?

Beauty to me is individuality and what makes you different... I hope that everyone finds their “thing” and focuses on that and not how others around them look on social media.

What is the song of your heart?

The song of my heart is “Colors” by Halsey.