.rachelchinourir talks industry racism, vulnerability and making viral hits.
begins with a familiar sense of dread. “Somewhere beneath the surface / I wanna find if you’re the problem or the purpose,” she sings over a melancholy beat, fit for a coming-of-age movie. The track, “All I Ever Asked,” taps into the indie singer’s psyche as she processes a difficult relationship. Her lover is curt but apologetic, then equal parts affectionate and withholding.
Chinouriri’s honest lyrics and enchanting vocals have led to many viral hits. Though her songs — like “So My Darling” and “All I Ever Asked,” which have been used over 232 thousand times combined — are deeply personal, they’ve captured a massive audience of people who see themselves in the music. “I like to say that I’m an internet kid,” she explains.
And she was like, 'I swear to you, it's actually really funny. Just try and see how it goes." So I started using it and she was completely right. It was extremely funny. I found people like GK Barry, [and] Izzy Oakley, who are like old London TikTokkers, and they were just hilarious on the app. Before being with my new label, it was just me and my management team, and we fought so hard. My management team is a white man, Duncan Ellis, and he's managed other Black artists before. He explained before I entered the industry, he was like, "You're going to have to really fight that whole R&B thing." And I was kind of like, "Ah, nah. That won't happen. It's obvious that I sing indie music.
I just hit a point where I was like, you know what, I'm either going to lose my mind and be quiet and just thank people, or I'm going to speak up about it. And if I speak up about it and I lose everything I have, I'd much rather that and have peace of mind than to just carry on being someone who I'm not — especially when it's something that is so vulnerable to you. My music is very vulnerable and personal to me. And yeah, just being Black in the industry is...
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