We talk fashion, social media, and music as Erin Bloomer shares her perspective on her rise to fame: ‘if you're only focused on competition, that's not really what it's about. I do it because I love doing it.’
You may have heard TikTok viral singer Erin Bloomer on Imanbek and Rasster’s hit remix, SAD, which gained nearly 80 million streams on Spotify. But that’s not the only track she’s famous for. The talented young singer-songwriter’s hit track ‘F U & F Her Too’ went viral on TikTok after her video gained 2.1 million views. She has since featured on BBC Radio 1 as well as supporting N Dubz’s summer tour this year. Stay tuned as we chat with her about her most recent release ‘Wasted it on You’, as well as style inspo, social media, and loads more.
Erin tunes in with me from her childhood bedroom in the Sussex countryside. Artwork painted by a friend adorns the walls, and there are accents of green and pink all around (which I later discover are her favourite colours). Growing up, she discloses, her dad played music constantly. ‘I was constantly listening to bands like Nirvana, Lynyrd Skynyrd, Bad Company, and Queen. The music would always be blasting around the house and in the car.’
The rock bands that piqued Erin’s interest in music are a step away from her catchy pop sound, and the songs inspired by the ‘teenage drama’ of her friends’ experiences:
So which of your songs has been inspired by your friends?
‘Oh my God, all of them. I do write about myself as well. But coincidentally, the ones that have been released are the ones that aren't about me. I love giving them a song that they can listen to and debrief themselves through that situation and get over it and deal with that pain a little bit.’
Amazing, that's such an interesting process. So you see their experience, and you want to validate it by giving them an outlet to reflect on it that way.
‘They absolutely love it when I write about their situations. And also, I have lived quite a peaceful life, to be honest. I'm in a very happy nearly 6-year relationship, so I don't have any boy troubles or anything. They're the ones going through the drama, so they have the juicy stories for me to write about. They're always great inspiration in that respect.’
While divulging the back story of her most recent single, “Wasted It on You”, Erin shares that she was influenced by artists like Avril Lavigne, admitting, ‘I'm obsessed with her, and I've been a fan since I was little. I wanted to capture those edgy vibes in the song.’ With a chorus that oozes attitude and a melody that sticks like glue, “Wasted It on You” undeniably transports listeners back to Lavigne's punky chart-toppers of the early 2000s.
I ask Erin what inspired the song, and she gives a small laugh before explaining the story to me.
‘“Wasted It on You” is actually a bit of a funny one. I was on the way to a session and realized I didn't have anything to write about, so I did a Q&A on Instagram and asked people to tell me some drama so I could write a song. One follower replied, sharing how they felt they put so much effort into a relationship that turned out to be a waste of time. That caught my attention, and "Wasted It on You" was born.’
Back in 2017, at the tender age of 14, Erin released her debut single, "Right Love, Wrong Time". With a mixture of cringing and laughter, she recalls, ‘It was an absolute baby beat, it’s still on Spotify…slightly scarring.’ She discloses that her manager discovered her through online singing videos, highlighting that her emergence owes much to the realm of social media.
‘Social media has become such a big part of making it in this industry. I can fully admit that it was definitely how I got noticed by my first manager. I think I was 12, literally on a sick day from school or something, clearly not very sick. I made some videos and uploaded them, and then a couple of weeks later, they started to gain momentum and people actually liked them.’
‘Of course, your mum and dad are always going to tell you, "Yeah, they're great, Erin, you're killing it." They're going to say that, aren't they? But it was quite nice to have other people who thought I was alright as well. It definitely opened up the world of music to me, making me realize that I could actually pursue it as a career. Before that, it was just a dream for a little 12-year-old girl saying, "I want to be a pop star."’
The music industry's landscape has undergone a seismic shift due to the impact of social media. With the rise of platforms like TikTok and Instagram, alongside the fading glory of vinyl and CDs, a whole new era has dawned. Balancing the pros and cons of her experience with social platforms, Erin emphasizes, ‘Social media as a whole has definitely helped me. Even platforms like TikTok have taken over the world a little bit. Everyone wants you to be making TikToks, and I think established artists find it more difficult because they're not used to having to grind in the same way, posting videos, being personable, and allowing people to get to know them online. On the other hand, new artists who are personable and absolute hustlers have taken everyone by storm. Social media allows people to reach new audiences that they wouldn't normally have access to, thanks to the For You page and the algorithm.’
Now, an expansive mosaic of artists, each with their unique flavour, is at our fingertips, contributing to a surge in musical output. This dynamic shift has effectively expanded the competitive landscape, but Erin claims to not let the competition bother her: ‘I can appreciate that there is a big pool of competition as well. However, if you're only focused on competition, that's not really what it's about. I do it because I love doing it. It's my job, but it's also my passion. I'm not trying to compete with anyone. Every artist is on their own path, their own journey, with their own things going on. So I try not to think of it as purely a competition. I understand that it can be viewed that way, but ultimately, it's giving people more opportunities.’
With the emergence of a new wave of highly relatable content creators, artists on social platforms are expected not only to excel as musicians but also to present themselves as the embodiment of their musical persona. Erin underscores this phenomenon, explaining,
‘People want someone they can relate to, someone who is more open and explains what's going on in their life. They want to see glimpses of their daily lives, talk about the clothes they're buying, share what makeup they're wearing, and not feel like they're being kept out. We're a new generation used to watching YouTubers and seeing every day of their lives. They spread a lot of information, share storytimes, and provide personal details. We've become accustomed to hearing those personal stories. Unless they're already very established artists like Rihanna, they don't really need to do that. They've already made it. But nowadays, people want to know you as a person.’
Our generation appears to actively seek out individuals with a personable and approachable demeanour. The inclination is towards unravelling every facet of a celebrity's life, transcending the veneer of fame to glimpse the candid moments, rather than solely being exposed to meticulously curated glossy magazine portrayals.
‘That's why having your own brand and values is important. I know that I connect more with artists when I can see their personality and what they enjoy doing in their free time. We've become used to that, and it has become quite important in the industry today.’
Erin candidly unveils her current musical inspirations, casting the spotlight on Dua Lipa and Ashnikko, as she enthuses, ‘I think they're really, really cool. Dua's work ethic is so impressive, and Ashnikko has a unique brand and vibe that really catches your eye. They're both super, super cool.’
When it comes to fashion and style, Erin finds inspiration in the likes of Bella Hadid and Iris Law, confessing, ‘I'm a total mood board queen.’ Her style aligns with the recurrent fashion of the noughties, embracing the oversized aesthetic. ‘I would say my style is very Y2K. I tend to wear a lot of baggy clothes because that's what I feel most comfortable in. The bigger, the better. My trousers are huge, my tops are huge. It's all about the oversized look.’
Delving into her musical journey, Erin's enthusiasm shines as she shares, ‘Honestly, I know it's a cliche answer, but I love all of it. I enjoy the artistic side, like doing shoots and such. They're always so much fun. I get to play dress-up, so that's great.’ Collaborative creation also holds a special place in her heart, as she elaborates, ‘The entire creative process and working with other people is really enjoyable for me. Sometimes, when I'm on my own, I can get too much in my head and become overly self-critical. Having someone to bounce ideas off of is really good for me. So, I kind of love the whole thing, really.’
Reflecting on her journey thus far, Erin's proudest moment emerges as ‘the reaction I got to my single “F You and F Her Too.”’ The overwhelming response from fans deeply touched her. ‘So many people stayed up until midnight waiting for it to come out. It even reached a cool position on the iTunes charts, like number 60 or something that night. I was like, “Oh my God!” It was the first time I cried over something musically related to a release because of the reaction. I received so many videos of people singing along to the song in their cars, singing their hearts out. I was like, “Wow, this is magical.” I had never experienced that kind of reaction before, and the support from people was mind-blowing.’
Navigating the creative ebbs and flows, Erin reveals her strategy for overcoming creative block. ‘Since I use my friends as inspiration, I just give them a call and ask what's going on in their lives. I ask them to tell me the drama, and I'll make it work for song writing. I have an amazing close circle of friends, and I know that they will always help me out in any situation. You can deep dive into your own brain and reflect on what's going on in your life, or you can reach out to the people around you.’ Her advice, rooted in experience, provides a valuable glimpse into her creative process.
Alright, we have a few minutes left for some silly questions. Okay, you have five seconds to answer each question. Don't worry, they're not difficult. Well, maybe the first one is a bit tricky. Where would you like to be in five years' time?
In five years' time, I see myself performing at the O2, doing a headline gig, just me, myself, and I. And I'll be signed to a really cool label.
Amazing. Cool. Alright, snog, marry, avoid, but you get to pick any celebs you want.
Oh, okay. Oh, jeez. Okay, marry Jodie Comer. She is the love of my life. Snog Jodie Comer. Avoid... let's go with R. Kelly.
Love that. Okay, good answers. What animal would you be if you were an animal?
Cat, 100%.
What's your favourite song of all time?
Oh, “Love of My Life" by Queen.
Love that. If you could pick a superpower, what would it be?
Teleportation or invisibility?
Yeah. Teleportation is the GOAT I would say. Okay, coffee or tea?
Oh, it depends if I'm hungover or not. I'd normally be an ice coffee girl, but I also love a tea… no! They're both equal.
Dogs or cats?
Cats
Black and white or colour?
Colour, my favourite colours are green and pink, so.
Books or movies?
Movies, I do love a good book though.
What’s your favourite book?
I’m reading My Sister’s Keeper at the moment – I’m prepared for some heartbreak
Favourite film?
I love all the Harry Potter films and all the Pirates of the Caribbean films.
Early bird or night owl?
Night owl 100%, I’m not an early bird.
Winter or Summer?
Summer.
City or countryside?
Countryside – no matter how long I live in the city I’ll always, always come back to the countryside.
Silver or gold?
Gold, I’m a gold girl.
Money or fame?
Money.
Sunrise or sunset?
Sunset, I’m not awake for the sunrise, unless I’m still up.
Shower in the morning or shower in the evening?
Evening.
Spicy or mild?
Spicy.
Truth or dare?
Truth, I’m a scaredy cat.
Picnic or a fancy restaurant?
Ooh, depends on the weather, I think a picnic, such good vibes.
Fiction or non-fiction?
Fiction, I like to stay delusional.
Asking questions or answering questions?
Asking, I like to think I’m mysterious.
Okay perfect that takes us to the end of the interview! It has been so great to meet you and thank you so much for chatting with me.
Aww thank you! I’ll see you soon!
