Musician and producer Deyaz has gained traction within the lo-fi scene thanks to demos posted on SoundCloud. He signed to Black Butter Records in 2020 with no official releases to his name and later joined BMG for publishing. His online audience has since grown to over 800k followers—achieved primarily through TikTok, where covers and stripped-back versions of his own tracks gained viral status. His first official single, “Helpless,” amassed over 15k pre-saves in 2021, and his debut EP, WHY NOT, arrived earlier this year.
Deyaz’s music spans topics like addiction, mental health and toxic relationships. The personal nature of his lyrics is what has attracted a dedicated fan base at such an early stage, according to Jos Watkin, senior director of A&R Publishing at BMG U.K.
He explains: “Deyaz’s music is incredibly personal. As such, his audience has always felt incredibly connected to him and made to feel a very important part of his world. He often interacts directly with fans through Instagram or on Discord, where he has set up a server that is dedicated to giving his fans the opportunity to speak about the issues they’re dealing with.”
Deyaz’s latest releases include singles “Bitter” and “Cranium,” which will be followed by an EP at the end of November. In 2023, he’ll be planning an album while writing and touring in the U.S. His EU tour stopped at London, Manchester, Berlin, Amsterdam and Munich in September.
STATS
- 17m+ global streams across all platforms for debut EP, WHY NOT
- 40k Spotify followers and 366k monthly listeners
- 866k TikTok followers and 14.9m likes on the platform
- 32k+ Instagram followers
TEAM
- Management: Anthony Specter, Psychic Music
- Label: Sahil Varma, Black Butter Records
- Live: Alex Hardee, Wasserman
- Publishing: BMG, Jos Watkin
