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Demidevil (stylized in all caps) is the debut mixtape by American singer-songwriter and rapper Ashnikko. Its release was repeatedly rescheduled before ultimately being released on January 15, 2021, through Parlophone and Warner Records. The mixtape was supported by the singles "Cry" (featuring Canadian musician Grimes), "Daisy" and "Deal with It" (featuring American singer Kelis).
Background
Following the release of her 2019 EP, Hi It's Me, Ashnikko would return with the single "Tantrum" on March 6, 2020. Originally intended as the lead single for the mixtape, the song would later be demoted to a stand-alone single. The "DemiDevil" character was first portrayed in the "Tantrum" music video alongside Ashnikko herself and another character titled "Little Blue". The latter would later be revealed as a song title on the mixtape. Album track "Clitoris! The Musical" was first featured in the video "ASH WEDNESDAY 2020". Ashnikko first teased the mixtape in a series of videos in which she is gradually turning into her "demidevil" alter ego. The last of the three videos revealed the cover art, tracklist and release date for the mixtape. Ashnikko coincidingly, officially announced the mixtape on August 28, 2020, via her social media platforms.
Demidevil was met with several delays before its release. An initial date for October 9, 2020 was announced in August earlier that year. The mixtape then suffered its first delay in September due to "shipping delays" and other unknown reasons. The mixtape was then intended for a November 13 release. A second delay was announced in October 2020, with the mixtape having a scheduled release for February 19, 2021. In early 2021, Warner Music Group's merchandise team accidentally shipped out orders including physical copies of the mixtape earlier than its February 19th release. Following this error, Ashnikko would reveal a new date for the mixtape, January 15, 2021.
Singles
The lead single from Demidevil, "Cry", was released on June 17, 2020, and features Canadian musician Grimes. An animated music video was premiered alongside the track's release. This video would later be nominated at the UK Music Video Awards in the category of "Best Pop Video - UK".
The opening track, "Daisy" was released as the mixtape's second single on July 9, 2020. A music video in collaboration with Beats Electronics and TikTok was released on August 7, 2020. Commercially, "Daisy" peaked at #24 on the UK Singles Chart, becoming her first charting and first top 40 hit in the United Kingdom. The song also peaked at #3 on the Billboard Bubbling Under Hot 100 chart, becoming her second entry on the chart after "Stupid".
After being teased a day before its release, "Deal with It" featuring American singer Kelis was released as the mixtape's third single on January 12, 2021. It premiered on BBC Radio 1 and its music video was released along with the song's widespread release.
User Album Review
The road leading to ‘Demidevil’ has been somewhat bumpy. Originally slated for release last October ‘shipping delays’ held up proceedings first of all; then the mixtape was delayed again a second time. In a subsequent note to fans Ashnikko wrote that she was pushing things back to February 2021 so that she could put as much energy as possible into promoting it; you also can’t help but wonder if the repeated rejigs were intended to give her breakthrough single ‘Daisy’ some more breathing room for standalone success. Like earlier track ‘Stupid’ (both rose to prominence on TikTok) the song was crossing over from viral sensation to mainstream pop at the time, and gaining some major radio traction in the process – it ended up enjoying modest, but not runaway, chart success.
Now, with a month to go, the mixtape has been brought forward again after a distribution mix-up meant that physical copies were posted out to fans ahead of schedule. Thankfully, all this back and forth is well worth the wait.
READ MORE: Ashnikko is the Miley Cyrus-approved bubblepunk pop-star who refuses to take herself seriously
Despite the fact that ‘Demidevil’s peculiar roll-out feels akin to a frenzied rendition of the hokey-cokey, Ashnikko’s first real body of work builds on the early hype, and draws from a far wider pot of musical influences than before. Nu-metal, pop-punk, The Neptunes-esque production tricks and campy musical theatre all get a look-in on a release that also prominently samples Kelis’ ‘Caught Out There’ and features Princess Nokia and Grimes as guest stars.
Elsewhere, there’s reworking of Avril Lavigne’s ‘Skr Boi’ – faithful to the original’s melody, at least. In Ashnikko’s version, the leading man may as well be taken straight from the much-lauded @beam_me_up_softboi Instagram account – ”he didn’t try to make her cum,” Ash sings sweetly, “on top of that he was a little dumb”. It all feels quite silly and throwback – think Lady Sovereign rapping The Cure’s ‘Close To Me’ into oblivion ten years back – but it’s also unpretentious and great fun. The same can be said of closing track ‘Clitoris! The Musical’ – a cartoonish, piano-pounding stage number dedicated to the sexual misadventures of cisgender heterosexual men. “You’ve been rubbing the same spot on my leg for ten minutes,” she sighs theatrically with added jazz-hands, “you haven’t hit it.”
This same humour prevails, even when Ashnikko sticks nearer to the rib-quaking brand of trap-infused pop she’s best known for – saccharine delivery and cold, thumping beats often join forces with electric results. Joining forces with New York’s Princess Nokia on ‘Slumber Party’ Ashnikko pokes fun at tropey lesbian fantasies and goes several steps further –“me and your girlfriend playing dress-up in my house,” she sings with a butter-wouldn’t-melt smile, “I gave your girlfriend cunnilingus on my couch.” The belted-out ballads – the Grimes-featuring ‘Cry’ and the bittersweet ‘Good While It Lasted’ – also show she’s capable of turning down the menace-o-meter a few notches.
A debut album proper in all but name, in fact, ‘Demidevil’ shows that Ashnikko’s far more than a two-trend wonder – with a tank full of intriguing bangers that evade living under ‘Daisy’s formidable shadow.
SOURCE: https://www.nme.com/reviews/album/ashnikko-demidevil-mixtape-review-radar-2854802
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