"Find Out How Elemental Generated 4.5 Million Views in 30 Days While Building a Fanbase That Actually Cares"
From marketing student to full-time musician, Elemental has carved his own lane in UK music. With over 4.5 million views on Instagram in the last 30 days alone—and 7.5 million in the last 90—he’s not just chasing views, he’s converting them into loyal fans. His content isn't random: it’s carefully rooted in personality, lifestyle, and authenticity that mirrors his music and lyrics.
“8AM” Official Artwork
After dropping his solo track Bag for Life, Elemental returns with 8AM—a joint release with Jay Productions, who also produced the track, and mixed by NYDUS at DUB 5 Studio A in Central London. The visual, set to shoot this weekend, is expected to bring more of that high-energy, authentic content that has earned him a growing fanbase.
We sat down with Elemental, Jay Productions, and NYDUS to talk about creativity, collaboration, and the formula behind his viral rise. If you're an artist trying to build something real in today’s digital world, you’ll want to take notes.
Interview: Elemental
1. Let’s get into the numbers first—4.5 million views in 30 days is massive. What’s your mindset when creating content that performs on that level?
I focus on staying consistent and honest. When I create content, I’m thinking about what people actually go through—not just what looks good online. If something resonates, it’s usually because it reflects real life. I didn't start off by chasing numbers, I was more trying to make a connection with people so they would then understand my music on a deeper level. The numbers follow when you’re building trust.
2. Your content isn’t just about the music—it’s built around your personality and lifestyle. Why do you think that has worked so well for your audience?
Because it’s transparent. I don’t separate who I am from what I do. The music, the humour, the lifestyle—it’s all one thing. I think people connect with that because they can see themselves in it. It feels familiar. It doesn’t feel forced or overly polished. It’s just the truth, and people are drawn to that.
3. You studied marketing at uni—how has that education played into the strategy behind your social media and brand?
It’s helped me understand the “why” behind people’s behaviour. Studying marketing gave me the tools to be intentional with how I present things—timing, messaging, audience psychology. I don’t just post content, I really try and build moments. Every release, every video, every caption—it’s part of a broader narrative.
4. You just dropped Bag for Life in Budapest and are now preparing to release 8AM. What’s the story behind this run of content? Is there a bigger vision or rollout plan?
Definitely. Each release is part of a wider storyline. Bag for Life was about capturing the chaotic, throwaway side of weekend culture. 8AM tells a similar story but also touches on the introspective, reflective moment when the night’s over and you’re left with your thoughts. I want to show the full picture, not just the highlights. Long-term, I’m building a world that people can see themselves in, musically and visually.
5. How do you convert viewers into real fans? You’ve mentioned building emotional connection—how intentional is that?
To be honest, it’s very intentional. If you wanted to just get views, you could go out into public and film yourself doing super crazy things—and it will work eventually—but numbers don't necessarily help you build a fanbase. Attention is easy to get—loyalty isn’t. To convert someone from a viewer into a fan, they need to feel like they’re part of something. I make sure the content speaks to their emotions, not just their eyes. Whether it’s humour, vulnerability, or nostalgia, I always try to tap into something honest.
6. How has quitting your job to go full-time in music changed the way you approach your days? What does a “day in the life” look like now?
It’s made everything more focused. Now that I don't necessarily have a safety net behind me, I’m more disciplined. The stakes are higher for me now. It’s all on me, so I need to make it work. A typical day involves writing, planning content, managing releases, and staying connected with the audience. It’s creative, but it’s also structured. There’s a lot of thinking ahead, not just reacting.
7. The Boxpark Shoreditch performance had a sick response. What was that moment like for you, and how do you prepare to translate viral energy into live shows?
That performance meant a lot to be fair. Seeing Neumonic put his trust in me to shell out something we've been working on behind the scenes was so sick. I gained some new fans and made some great connections with other artists and producers. Content and connections can get you in the room, but a strong live set keeps you there. I treat live shows like an extension of the content—same energy, same storytelling, just in real time. It’s about creating an experience, not just performing songs.
8. For upcoming artists trying to grow online without losing authenticity—what’s your advice?
Don’t post what you think people want, post what you actually believe in. The audience can tell when it’s genuine. There's enough people in the world for an audience to be built around basically any concept or theme, you just need to find them. Also, consistency matters more than perfection—just make a start, try different ideas, and you'll figure out what works a lot quicker than you'd think. You can’t build trust if you only show up once in a while. Be present, be honest, and stay patient. The growth will come.
9. 8AM is coming next. What can people expect from the video, and how does this track represent where you're headed next?
8AM is super energetic and kind of chaotic. It captures that moment at the end of a night out when everything’s a blur but you’re still riding the high. The video is going to reflect that intensity—think dynamic shots, messy flats, and questionable decisions. It’s a celebration of the beautiful chaos we all find ourselves in from time to time. This release shows how we're taking it to the next level—bigger production, more personality, and pushing the line between music and real-life culture.
Interview: Jay Productions (Producer of "8AM")
1. You posted in a WhatsApp group (Rap Council Community) to connect with artists—which is how you linked with Elemental. What inspired you to take that initiative?
Honestly, I believe that closed mouths don’t get fed. There’s so much hidden talent out there that never gets seen because people stay in their own bubble. I dropped that message in the group because I’m always hungry to work with artists who are serious about their craft—especially those who bring something fresh. Elemental reached out, and we vibed straight away. Sometimes the best collaborations come from just putting yourself out there.
2. From a producer’s perspective, what stood out about Elemental when you first connected?
His authenticity. A lot of artists try to follow trends, but Elemental had his own lane. His lyrics had weight, and his delivery carried emotion and confidence without sounding forced. As a producer, you look for someone who knows who they are—or at least is willing to dig deep to find that. That’s what I saw in Elemental: raw potential and a hunger that matched mine.
3. As someone working with upcoming artists, how do you think collaborations like this can benefit both sides?
Collabs like this are essential. For the artist, it’s a chance to work with someone who can shape their sound and elevate their music professionally. For me as a producer, it’s about building something from the ground up and watching it grow—there’s nothing more rewarding. It’s not just about the music, it’s about building trust, learning each other’s strengths, and pushing each other creatively. That synergy can lead to timeless records.
Jay Productions
4. Tell us about the production process behind 8AM—what was your creative approach to the sound?
8AM was all about setting a mood. I wanted something reflective but hard-hitting. I built the beat around a melancholic piano loop, then layered in ambient textures to give it depth. The drums had to knock but still leave space for Elemental to breathe and tell his story. It was about balance—keeping it soulful, gritty, and honest. Once Elemental laid down his vocals, everything just clicked. It was one of those sessions where you just know you’ve got something.
5. What advice would you give to producers trying to find their sound and build with artists from the ground up?
Don’t chase trends—chase truth. Your sound is your fingerprint. It takes time to develop, and that’s okay. Experiment. Make bad beats. Make weird beats. Just keep creating. And when it comes to artists, find people who respect your process and aren’t just looking for a quick hit. Build relationships, not just placements. The long game is where the real wins are.
Interview: NYDUS (Engineer, DUB 5 Studio A)
1. You mixed 8AM at DUB 5 Studio A. What was your first impression of the track when Elemental and Jay brought it to you?
I really liked the use of real instruments in the production and of course the authenticity that Elemental always brings. We've been working really well together this year.
Elemental & NYDUS
2. How did you approach mixing a track like 8AM, which balances both emotion and energy?
Once I began conversing with Jay, we worked by adjusting the arrangement – Elemental has a good ear for this too, actually. Receiving the stems really helped as you can completely transform the energy of a music, which cannot be achieved in the same way as receiving a premixed .wav file.
3. What kind of equipment or gear at DUB 5 played a key role in shaping the final sound of the record?
I tracked Elemental in Studio A, in an acoustically treated vocal booth. That's really important and I think a lot of people overlook this. Captured him with a Blue Bluebird condenser microphone into the preamp / compressor using the Universal Audio 6176, for that high-end clarity and definition.
DUB 5 STUDIO A
4. Can you talk about the collaborative process between you, Jay, and Elemental?
Just good communication, to be honest. Elemental set up a group chat via WhatsApp and we had a couple of phone calls too whilst I was tweaking certain elements. The guys were happy for me to have creative freedom—the synergy was tight.
5. DUB 5 seems to be more than just a studio—what do you think sets it apart as a creative space?
I think the space is incredible. A penthouse studio in Central London is a dream. Other than that, we really are a creative powerhouse, with international artist camps and now even styling.
6. For engineers coming up—what’s your top tip for building a mix that hits but still feels alive?
Good speakers. You can't fake good speakers. The PMC 6-2 XBD system is incredible to work on for accuracy. Also, not mixing too loud is good—ear fatigue is real. Adjusting the volume accordingly will help you get a better balance in your mix with fresh ears.
