Canadian alt-pop singer Devon Cole has been building her profile following her song ‘W.I.T.C.H.’, which went viral on TikTok.
The singer recently released new single ‘Call U After Rehab’, further expanding her fanbase and showing what she’s capable of as an artist. Clearly an artist on the rise, Cole is someone you want to keep an eye on as 2023 is very much shaping up to be her year.
I spoke with Devon recently to talk about her success, discuss her plans for new music and to find out how she’s used TikTok to build a platform for herself…
- You recently released new single āCall U After Rehabā. Whatās the inspiration for the song?
I wrote this song around the time I was deciding to get some help. I had to press pause on my closest comforts in order to do some proper healing and it was a huge big-girl moment for me. Writing it felt like a huge relief. When I wrote it, it came out all at once, which doesnāt normally happen for me. Itās one of the more autobiographical songs Iāve released, which is scary. Itās very vulnerable, but my philosophy is that if itās scary for me, then someone will probably relate to it.
- Your major label debut release was āW.I.T.C.H.ā, which has been amassing impressive streams and doing well on social media. How do you feel about the reaction to that song?
Itās been almost a year since I put the first verse of ‘W.I.T.C.H.’ on TikTok and itās been a wild ride since then. Iām really proud of that moment and it was a major catalyst for me in my career. Iām still so grateful that it landed the way it did, and now I have this amazing audience that I can continue growing with.
- Prior to signing with Arista Records, you were releasing music independently. In what ways has life changed now you have a major behind you?
Itās been incredible. Iām lucky to have an especially wonderful camp of humans behind me now. I feel so supported and validated. Iāve been in some frigginā incredible writing rooms and met some of my literal idols (JP Saxe, UPSAHL). I often have imposter syndrome that this is all happening, and I keep looking over my shoulder expecting everyone to find out that Iām a fraud. But Iām taking it all as it comes and continuing to trust myself.
- You were nominated for āBreakthrough Artist of the Yearā at this yearās Juno Awards. What does that kind of recognition mean to you as an artist on the rise?
Itās extremely validating, oh my goodness. Three years ago, I was finishing my psyc degree with no plans of trying to become a popstar, and now here we are. Itās incredible to be recognized, and very encouraging for me to get rid of my imposter syndrome. Also I got to see Avril Lavigne in the flesh. 8-year-old me would be SCREAMINGā¦..SCREAMING.
- Now that fans have had a couple of new songs, whatās the plan for new music beyond this?
Iām gonna keep writing music that I like in the hopes that other people will like it and feel less alone. There are some absolute bangers on the way, and Iām literally bursting to release them. But Iām taking my time with this ride and refining my artistic vision as I go. I donāt have it all figured out yet in terms of what my debut album will be like, but Iām having such an incredible time exploring my sound and lyrical style.
Youāve successfully leveraged TikTok to build an audience and get your music out there. What has your experience been like on that platform and whatās the biggest lesson youāve learned?
TikTok has been everything to me ā itās the reason I got signed. Itās empowering to be able to promote your music so easily. I feel like there has never been a better time to be an artist because of the nature of the internet. The biggest lesson Iāve learned is to not expect the level of virality that ‘W.I.T.C.H.’ had with anything I post. Thatās a lot of pressure. I know Iām not alone in feeling that pressure ā I think a lot of artists with a viral moment feel that way. Iām also unlearning that TikTok performance equals how good a song is, and how proud I should be.
Some of our readers may only just be getting to know you so how would you describe your artistry?
I would say that Iām a cheeky girlie with cheeky songs. I specialize in tongue-in-cheek lyrics. Iām sex positive, relatively funny sometimes, and I love writing songs that are upbeat and FUN. My sound is funky-country.
When can your UK fans see you over here for some shows?
OH MY GOODNESS!!! So soon I hope. I would literally die to come to the UK for a show. That would be extremely glamorous. I love the UK so much. I studied abroad in Edinburgh during university and I miss it. If world domination goes to planā¦ Iāll hopefully be there super soon.
Devon Cole’s song ‘Call U After Rehab’ is out now. Watch the video for the track below: