In collaboration with
- Words Darcy Culverhouse
- Photography & Videography Naomi Kane
- Production Amy Yates
Breakout star Deijuvhs talks early musical memories, perseverance, and the importance of receiving active support from brands like Jägermeister.
Although many artists strive to break away from conventional genre norms, many face hurdles when it comes to establishing their own hallmark and individualistic sound. Whilst most dabble in genre-blurring, fusing disparate music styles together, no artist does it quite like Deijuvhs — a rising sensation whose musical output defies categorisation.
Over the course of his last three projects since 2020, the East London artist has steadily carved his own idiosyncratic sound. Breaking the wheel when it comes to strict genre norms with unabashed authenticity, Deijuvhs’s zestful soundscapes are incomparable as he pivots from genre to genre with energetic synergy.
Stepping outside of gatekept gig circuits, Deijuvhs has even created his own off-the-grid event called ‘Lamefest’ with his friends, a projection of his desire to showcase their flair – which frankly promises to be one of the best nights of your life.
In anticipation of his forthcoming tour, we sat down with the trailblazer at Sundown Festival earlier this year to talk about his musical journey, and the importance of brands like Jägermeister giving new talent a platform to shine – whether that’s providing artists with space at festivals and events, or creating opportunities within the creative industries.
Do you remember the moment you fell in love with music?
Not the exact moment, but I used to listen to a lot of Michael Jackson as a kid. He was the first musician I ever liked, and his music was the first I enjoyed. So Michael Jackson is the main reason.
When did you know you had to pursue music as a career?
Probably when I was around 14 or 15 years old. I started out in a band with my friend. We used to watch a lot of music documentaries and I just remember thinking, ‘I need to do do that’.
If you could go back in time, what advice would you give your younger self?
Do less drugs, probably. Other than that, my advice would be to stay on the grind and to not get distracted by having too much fun. Start the grind earlier.
What advice would you give to artists trying to make it today?
Just keep making music and don’t stop. I know a lot of people who made music and stopped and didn’t get anywhere. But keep doing it. Even for 10 years. Don’t give up.
Why is it important to support rising DJs and artists?
It’s important because we are the people who help change culture. We keep the culture alive. We need to be supported by everyone so we can keep making new culture.
Do you have any favourite rising stars in music at the moment?
My favourite rising artist at the moment is an artist called Sinner, who is a sick rapper. And my other favourite is called Zuko, who does cool indie-rock, which is different.
What song are you listening to on repeat at the moment?
At the moment I’m listening to the album Jar by the band Superheaven. I listen to it every day.
What does it mean to you to be playing festivals as a growing artist?
It means a lot to be playing at festivals as a growing artist. It shows that I’m getting somewhere and that things are working out. I feel blessed.
How has Jägermeister been a part of your best nights?
I’ve bought a lot of bottles of Jägermeister in my life. It’s definitely made my nights better.
What does it mean for Jägermeister to support rising artists in music?
It gives us the platform to shine. They have such a huge platform. It gives us more exposure and more freedom for us to do what we want to do.
Last question, what’s next for you?
I’ve got a new record coming out some time soon, hopefully this year. I’m also going on my first UK headline tour in November, it’s going to be lit.
