For the over 2 million monthly listeners that press play on Snøw’s music, it may be hard to imagine that there is more to the Salem, MA artist beyond what they have already heard. His no-holds-barred approach to songwriting projects a level of vulnerability that verges on transparency. While it may be hard to listen to a Snøw track and not feel instantly aware of his vulnerabilities, Demons Can’t Find Love, his new mixtape out today, explores depths that venture into uncharted territory. The content found on the project speaks to his talent as an artist and his courage as a person.

Continuing his quest for answers to life’s most existential questions, Snøw is guided by his intensely intrinsic roadmap. He proudly wears the self-proclaimed and publicly-supported title of lo-fi king, paying homage to a corner of hip-hop that has become a lifeline for the young creative. On top of coming into his own as a writer, Snøw has recently become self-sufficient, learning how to produce his own sound. In part, his new skills were a tool to keep up with his rapid productivity: “I knew if I learned how to produce, I wouldn’t have to wait around,” he says of his motivation. “I’m very ambitious, so I decided to do this myself.” This ambition has inspired results. Teaming up with Kina in 2018 led to their hit collab “Get You The Moon,” a somber ode to love that is as tearful as it is romantic. The track elevated Snøw’s profile, and he spent the subsequent years satisfying his fans’ appetite for emotional connection. 2022 saw the release of his debut album I Smoke To Cope, a critically-acclaimed, genre-busting collection that took lo-fi to the masses. He has parlayed his early success with the inherent buzz of Demons Can’t Find Love to score a position as a SXSW 2023 Official Artist. After sharing his music with those in attendance in Austin, Snøw returns to achieve his purpose as a musician. “I’m taking negativity and turning it into something positive through creating songs,” he declares. “I want you to know you’re not the only one going through shit.” 

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Snøw took some time at the beginning of the month to reflect on his career, share his realities, and look forward to his creative aspirations. 

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Even with a platinum certification and a debut album under your belt, there has to be some emotions surrounding Demons Can’t Find Love. What have you been feeling as you roll-out singles and prepare to share new music with the world? 

I’m just excited to drop the mixtape. I hate holding onto music because I feel like I’m keeping it from people who want to hear it, so it’s always a celebration when I drop a

song.

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Do nerves for putting out new music every subside, or are they always there with every release?

When I first started dropping music, I was kinda nervous, but over time I got over it. I’m proud and confident of the work I create, so I try not to worry about how it’ll be received. Even if it doesn’t blow up and become the number 1 song, I know that there will be at least one person the song touches. So, to me that’s a win.

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The piano was one of the first instruments you picked up, and we hear it a lot on this mixtape. Is there a certain characteristic about a piano that draws you so strongly towards it? 

I just love how simple the piano is. Like no matter what you play, the outcome is always beautiful.

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You took a greater part in the production of this album. Does that heighten the amount of pride you have in the project?

I’m proud of all the work I’ve put out, and I hold every project really closely. Even though I wasn’t producing before, I was very interactive with the producers by telling them to add or do certain things that I couldn’t do myself. But with this mixtape, I was able to use everything I’ve learned from the past few years. So, I’d say I’m a bit more prideful with this project.

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You share that you wrote the mixtape’s single “Wxrds” on the fifth anniversary of the death of a friend. Do the emotions writing from a position of such grief ever become overwhelming, or is it more like a weight being lifted?

When I create a song like “Wxrds” it is very relieving to get shit off my chest. But when it comes to explaining about why I wrote it or who it’s about, that’s when it gets difficult. I know that I’m very honest and open in my music, but in real life I’m very low-key and don’t really like to talk about my feelings.

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You were recently announced as a SXSW 2023 Official Artist, a great honor and opportunity. What are you most looking forward to when you take the stage in Austin?

I’m looking forward to mosh-pitting and vibing with fans again. I love that I get to travel and show people my music. So regardless of where, I’m always grateful to be able to share my music with people.

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The amount of listens your music accumulates tells the story of the relationship you have with fans. Do you feel the same connection with the audience at shows? 

I definitely feel the connection. I’m able to see the real fans—the ones that sing every song word for word and just tell me how I’ve impacted their life. It’s a strange feeling when someone you’ve never met tells you something like that, ya know. But I appreciate my listeners as much as they appreciate me.

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It’s a goal of yours to “dabble in everything.” How do you make sure you are being pushed creatively to try your hand at different sounds and styles?

My taste in music has always been all over the place, so I don’t necessarily take any steps in order to branch out with a new style. I love creating all kinds of music. I feel like sticking to one style is a bit lazy and doesn’t show full potential— it’s just what you’re comfortable with. Music is about being creative and vulnerable, not about being comfortable.

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