The times that newcomers were forced onto audiences by big labels aren’t dead and gone, but an increasing amount of artists is able to separate from the crowd all by themselves. Ashton Traitor is a stand-out example.
Moving to Los Angeles, California from Houston, Texas was probably the fitting decision for Ashton Traitor. Still, to a degree he remains an alien. Ashton Traitor, mostly hiding behind his hair and oversized hoodies, hasn’t revealed too much besides his emotions, despite a constantly growing fanbase. Though the authenticity of his character leave us without the need for any more revealing of his face or identity.
In business and marketing, a unique sales point is the reason why people choose your product over others. What separates you from the rest. For Ashton Traitor, it’s his music for once. But it’s also the character Ashton Traitor.
Visuals, lyrics sounds and aesthetics could be described as a wild mix of American emo and Shibuya’s creative youth and night scene. It’s no coincidence that he has built a strong community for himself in Asia, besides his American and European listeners.
Ashton Traitor brings all the chaos, pain and feels from the 2000s’ emo music scene to the digital age and turns it into his very own sub genre of modern rap.
The struggle to put a label on him speaks for the amount of non written rules he breaks with his non conformist style and personality.
If there is such thing as a song that stands out from his strong and extremely versatile variety of tracks, it might be his single ‘On My Own‘, which went viral on several platforms. To be fair, it’s a trade mark Ashton Traitor song. Long dark bass synths and slow drums build the foundation on which he creates his melodic verses and the chorus.
In 2006, Ashton Traitor would probably have frontet his own emo or college rock band. But it’s 2020 and he shines on contemporary, often even experimental beats. He sounds un-compromised and we believe the pain and personal struggles he writes about.
Despite his authentic and unapologetic personality and delivery, Ashton Traitor is a full package. His music has high Billboard potential, the artist himself could be the spokesperson of a generation of extrovert introverts.
With his hard work ethic and constantly new releases, Ashton Traitor is forcing his music into playlists all by himself. And we’re pretty sure the real hype around the artist is still to come.