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Demidevil
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| Demidevil | ||||
|---|---|---|---|---|
| Mixtape by | ||||
| Released | January 15, 2021 | |||
| Recorded | 2019–2020 | |||
| Genre | ||||
| Length | 25:24 | |||
| Label | ||||
| Producer |
| |||
| Ashnikko chronology | ||||
| ||||
| Singles from Demidevil | ||||
Demidevil (stylized in all caps) is the debut mixtape by American singer-songwriter and rapper Ashnikko. It was released on January 15, 2021, through Parlophone and Warner Records. The mixtape was supported by four singles: "Cry" featuring Grimes, "Daisy", "Deal with It" featuring Kelis, and "Slumber Party" featuring Princess Nokia.
Background
[edit]Following the release of her 2019 EP, Hi It's Me, Ashnikko would return with the single "Tantrum" on March 6, 2020. Originally intended as the lead single for the mixtape, the song would later be demoted to a stand-alone single.[1] The "DemiDevil" character was first portrayed in the "Tantrum" music video alongside Ashnikko herself and another character titled "Little Blue".[2] The latter would later be revealed as a song title on the mixtape. Album track "Clitoris! The Musical" was first featured in the video "ASH WEDNESDAY 2020". Ashnikko first teased the mixtape in a series of videos in which she is gradually turning into her "demidevil" alter ego. The last of the three videos revealed the cover art, tracklist and release date for the mixtape. Ashnikko coincidingly, officially announced the mixtape on August 28, 2020, via her social media platforms.[3][4]
Demidevil was met with several delays before its release. An initial date for October 9, 2020 was announced in August earlier that year. The mixtape then suffered its first delay in September due to "shipping delays" and other unknown reasons. The mixtape was then intended for a November 13 release.[5] A second delay was announced in October 2020, with the mixtape having a scheduled release for February 19, 2021.[6] In early 2021, Warner Music Group's merchandise team accidentally shipped out orders including physical copies of the mixtape earlier than its February 19th release. Following this error, Ashnikko would reveal a new date for the mixtape, January 15, 2021.[7]
A deluxe edition CD, adding two bonus tracks ('Tantrum' and 'Daisy 2.0'), along with a sixteen-page booklet, is due for release on September 6, 2024.[8]
Composition
[edit]Demidevil is a pop[9] and pop-trap[10] album that takes influence from R&B,[11][9] hip hop,[11] pop punk,[12] electropop,[13] nu metal,[14][12] and hyperpop.[15]
Singles
[edit]The lead single from Demidevil, "Cry", was released on June 17, 2020, and features Canadian musician Grimes. An animated music video was premiered alongside the track's release. This video would later be nominated at the UK Music Video Awards in the category of "Best Pop Video - UK".[16]
The opening track, "Daisy" was released as the mixtape's second single on July 9, 2020. A music video in collaboration with Beats Electronics and TikTok was released on August 7, 2020.[17][18] Commercially, "Daisy" peaked at #24 on the UK Singles Chart, becoming her first charting and first top 40 hit in the United Kingdom.[19] The song also peaked at #3 on the Billboard Bubbling Under Hot 100 chart, becoming her second entry on the chart after "Stupid".
After being teased a day before its release,[20] "Deal with It" featuring American singer Kelis was released as the mixtape's third single on January 12, 2021. It premiered on BBC Radio 1 and its music video was released along with the song's widespread release. With less than 3 days of tracking, the single charted at #84 on the UK Singles Chart, becoming her second ever charting track in the United Kingdom.[19]
"Slumber Party" featuring American rapper Princess Nokia was released as the fourth single on April 23, 2021, after achieving viral success on TikTok. The song would be performed on the Late Night with Seth Meyers show on April 30, 2021.[21] A music video was released on May 13, 2021.[22]
Critical reception
[edit]| Aggregate scores | |
|---|---|
| Source | Rating |
| AnyDecentMusic? | 6.7/10[23] |
| Metacritic | 74/100[24] |
| Review scores | |
| Source | Rating |
| AllMusic | |
| Clash | 8/10[25] |
| DIY | |
| The Line of Best Fit | 8/10[11] |
| NME | |
| The Observer | |
| Pitchfork | 6.9/10[14] |
| PopMatters | 6/10[26] |
Demidevil received positive reviews from contemporary music critics. At Metacritic, a website that aggregates reviews of music albums, which assigns a normalized rating out of 100 to reviews from mainstream publications, the album received an average score of 74, based on 9 reviews, indicating "generally favorable reviews".[24] El Hunt of NME wrote that Ashnikko's "first real body of work builds on the early hype, and draws from a far wider pot of musical influences than before: Nu-metal, pop-punk, The Neptunes-esque production tricks and campy musical theatre", and concluded that the record "shows that [she is] far more than a two-trend wonder – with a tank full of intriguing bangers that evade living under 'Daisy's formidable shadow."[12]
Reviewing the album for AllMusic, Fred Thomas stated that "The project's ten tracks nicely mix Ashnikko's enormous personality and brazen confidence with infectious pop-trap production and hints of early-2000s nostalgia that range from subtle to overt."[10]
Billboard included the album on their list of the best albums of the first half of 2021.[27]
Commercial performance
[edit]Demidevil debuted at number 107 on the US Billboard 200.[28] It also debuted at number one on the US Heatseekers Albums (Billboard). In the United Kingdom, the album debuted at number 19 on the UK Albums (OCC).[29] Overall, the album debuted in seven countries including Canada.
Track listing
[edit]| No. | Title | Writer(s) | Producer(s) | Length |
|---|---|---|---|---|
| 1. | "Daisy" |
| Slinger | 2:26 |
| 2. | "Toxic" |
| Slinger | 2:42 |
| 3. | "Deal with It" (featuring Kelis) |
|
| 3:11 |
| 4. | "Slumber Party" (featuring Princess Nokia) |
| CallMeTheKidd | 2:58 |
| 5. | "Drunk with My Friends" |
| Scheller | 2:08 |
| 6. | "Little Boy" |
| Scheller | 2:52 |
| 7. | "Cry" (featuring Grimes) |
| Ebenezer | 2:06 |
| 8. | "L8r Boi" |
|
| 2:23 |
| 9. | "Good While It Lasted" |
|
| 3:02 |
| 10. | "Clitoris! The Musical" |
| Scheller | 1:36 |
| Total length: | 25:24 | |||
Notes
- ^[a] signifies an additional producer.
- ^[b] "Deal with It" samples the song "Caught Out There" as performed by Kelis and written by Chad Hugo and Pharrell Williams.
- ^[c] "L8r Boi" interpolates the song "Sk8er Boi" as performed by Avril Lavigne and written by Lavigne, Lauren Christy, Scott Alspach and Graham Edwards.[31]
Personnel
[edit]Musicians
- Ashnikko – vocals
- Slinger – drums, synthesizer (tracks 1–3, 8); backing vocals, keyboards (1–3); sitar (1, 2), santur dulcimer (2), bells (3); flute, guitar, piano (8)
- Mark Crew – keyboards, programming (3)
- Dan Priddy – keyboards, programming (3)
- Kelis – vocals (3)
- CallMeTheKidd – keyboards, programming (4)
- Princess Nokia – vocals (4)
- Oscar Scheller – programming (5, 6, 9, 10); bass guitar, drums, synthesizer (5, 6, 9); keyboards (10)
- Ebenezer – programming (7)
- Grimes – vocals (7)
- Andrew Goldstein – guitar, keyboards, programming (8)
- Marcus Andersson – acoustic guitar (9)
Technical
- Chris Gehringer – mastering (1–4, 6, 8–10)
- John Greenham – mastering (5, 7)
- Mark "Spike" Stent – mixing (1, 3, 7, 8)
- Slinger – mixing (2), engineering (3, 8)
- CallMeTheKidd – mixing, engineering (4)
- Oscar Scheller – mixing (5, 6, 9, 10)
- Andrew Goldstein – engineering (3, 8)
- Ebenezer – engineering (7)
- Zukye Ardella – vocal engineering (4)
- Matt Wolach – mixing assistance (1, 3, 7, 8)
Charts
[edit]| Chart (2021-2024) | Peak position |
|---|---|
| Australian Albums (ARIA)[32] | 46 |
| Canadian Albums (Billboard)[33] | 89 |
| Hungarian Physical Albums (MAHASZ)[34] | 36 |
| Irish Albums (IRMA)[35] | 69 |
| Lithuanian Albums (AGATA)[36] | 22 |
| Scottish Albums (OCC)[37] | 9 |
| UK Albums (OCC)[38] | 19 |
| US Billboard 200[39] | 107 |
| US Heatseekers Albums (Billboard)[40] | 1 |
Certifications
[edit]| Region | Certification | Certified units/sales |
|---|---|---|
| Brazil (Pro-Música Brasil)[41] | Gold | 20,000‡ |
| United Kingdom (BPI)[42] | Silver | 60,000‡ |
|
‡ Sales+streaming figures based on certification alone. | ||
References
[edit]- ^ Shutler, Ali (April 22, 2020). "Ashnikko is the Miley Cyrus-approved bubblepunk pop-star who refuses to take herself seriously". NME. Retrieved October 5, 2020.
- ^ Murray, Robin (March 23, 2020). "Ashnikko's 'Tantrum' Video Is A Blast". Clash. Retrieved October 5, 2020.
- ^ ashnikko [verified account] [@ashnikko] (August 28, 2020). "DEMIDEVIL the mixtape, out October 9th!!!😈😈😈😈😈😈 preorder my baby at http://ashnikko.com" (Tweet) – via Twitter.
- ^ Kenneally, Cerys (August 28, 2020). "Ashnikko details new Demidevil mixtape". The Line of Best Fit. Retrieved September 22, 2020.
- ^ "Ashnikko". www.facebook.com. Retrieved January 7, 2021.
- ^ "don't h8 me !!". Twitter.
- ^ "hey yall!! as u know, loads of my mixtapes were sent out more than a month b4 my desired release dateImp& i don't think it's fair that yall don't get to hear the music at the same time ..SoO...I made the decision to bring DEMIDEVIL forward & release it next FRIDAY, JANUARY 15th!!!". Twitter.
- ^ "Demidevil (Deluxe Edition) | Ashnikko". Warner Music Australia Store. Retrieved July 27, 2024.
- ^ a b c Watson, Elly (November 13, 2020). "Ashnikko - Demidevil". DIY. Retrieved January 15, 2021.
- ^ a b c Thomas, Fred (January 15, 2021). "Demidevil - Ashnikko". AllMusic. Retrieved February 4, 2021.
- ^ a b c Watson, Kayleigh (January 14, 2021). "Ashnikko exposes her softer side on the whip smart Demidevil". The Line of Best Fit. Retrieved January 15, 2021.
- ^ a b c d Hunt, El (January 14, 2021). "Ashnikko – 'Demidevil' review: bubblegum pop-punk star loves a bit of blue". NME. Retrieved January 14, 2021.
- ^ a b Cragg, Michael (January 24, 2021). "Ashnikko: Demidevil review – unfiltered debut of an innate pop provocateuse". The Observer. Retrieved January 25, 2021.
- ^ a b Bardhan, Ashley (January 21, 2021). "Ashnikko: Demidevil Album Review". Pitchfork. Retrieved January 21, 2021.
- ^ Townsend, Megan. "Ashnikko - 'DEMIDEVIL' review". Crack. Retrieved March 19, 2021.
- ^ Copsey, Rob (September 30, 2020). "Dua Lipa, The Weeknd, Beyoncé lead UK Music Video Awards nominations". Official Charts Company. Retrieved October 2, 2020.
- ^ Morgan, Maybelle (August 7, 2020). "Ashnikko Teams Up With Beats and TikTok For #BeatsDaisyChallenge". Wonderland. Retrieved October 26, 2020.
- ^ Richards, Will (July 10, 2020). "Ashnikko shares new song 'Daisy' and launches collaboration with Beats and TikTok". NME. Retrieved October 26, 2020.
- ^ a b "Ashnikko". Official Charts Company. Retrieved October 5, 2020.
- ^ "@ashnikko: a hatchling for you tomorrow 👀🥚". Twitter. January 11, 2021. Retrieved January 12, 2021.
- ^ Subscribe (May 4, 2021). "Watch Ashnikko and Princess Nokia take 'Slumber Party' to US telly | News". diymag.com. Retrieved May 16, 2021.
- ^ "Watch Ashnikko and Princess Nokia's hyper-modern video for 'Slumber Party'". NME. May 15, 2021. Retrieved May 16, 2021.
- ^ "DEMIDEVIL reviews". AnyDecentMusic?. Retrieved June 15, 2021.
- ^ a b "Demidevil [Mixtape] by Ashnikko Reviews and Tracks". Metacritic. Retrieved January 16, 2021.
- ^ Cowan, Yasmin (January 15, 2021). "Ashnikko - Demidevil". Clash Magazine. Retrieved January 15, 2021.
- ^ Malone, Nick (January 18, 2021). "Ashnikko's Debut 'Demidevil' Attempts to Birth a Pop Star From the Endless Feed". PopMatters. Retrieved January 25, 2021.
- ^ "The 50 Best Albums of 2021 So Far: Staff Picks". Billboard. June 7, 2021. Retrieved June 18, 2021.
- ^ "Ashnikko". Billboard. Retrieved October 4, 2021.
- ^ "Official Albums Chart Top 100 | Official Charts Company". www.officialcharts.com. Retrieved October 4, 2021.
- ^ "DEMIDEVIL by Ashnikko". Apple Music. Retrieved September 20, 2020.
- ^ "Warner Records Press | Ashnikko". Retrieved October 5, 2020.
- ^ "Australiancharts.com – Ashnikko – Demidevil". Hung Medien. Retrieved January 23, 2021.
- ^ "Ashnikko Chart History (Canadian Albums)". Billboard. Retrieved January 26, 2021.
- ^ "Album Top 40 slágerlista (fizikai hanghordozók) – 2024. 17. hét". MAHASZ. Retrieved May 2, 2024.
- ^ "IRMA – Irish Charts". Irish Recorded Music Association. Retrieved January 23, 2021.
- ^ "2021 15-os SAVAITĖS (balandžio 9-15 d.) ALBUMŲ TOP100" (in Lithuanian). AGATA. April 16, 2021. Archived from the original on April 16, 2021. Retrieved April 16, 2021.
- ^ "Official Scottish Albums Chart Top 100". Official Charts Company. Retrieved January 23, 2021.
- ^ "Official Albums Chart Top 100". Official Charts Company. Retrieved January 23, 2021.
- ^ "Ashnikko Chart History (Billboard 200)". Billboard. Retrieved January 25, 2021.
- ^ "Ashnikko Chart History (Heatseekers Albums)". Billboard. Retrieved January 26, 2021.
- ^ "Brazilian album certifications – Ashnikko – Demidevil" (in Portuguese). Pro-Música Brasil. Retrieved February 19, 2022.
- ^ "British album certifications – Ashnikko – Demidevil". British Phonographic Industry. Retrieved October 21, 2024.
Demidevil
View on GrokipediaBackground and development
Announcement and delays
On August 28, 2020, Ashnikko announced her debut major-label mixtape Demidevil via social media platforms, sharing teaser artwork that depicted a demonic alter-ego and sparking widespread excitement among fans for the project under Warner Records/Parlophone.[5][6] The announcement included an initial tracklist—featuring songs like "Daisy," "Toxic," and "Slumber Party" (featuring Princess Nokia)—and teased the mixtape's bold, empowering themes centered on female rage, self-possession, and a hellraising persona, positioning it as a continuation of her unapologetic style.[5][6] Originally slated for release on October 9, 2020, Demidevil faced several delays due to issues with Warner Records and merchandise production, pushing the date to February 19, 2021. However, after some fans received physical copies early, the release was brought forward to January 15, 2021.[7][1] In 2024, a deluxe edition of Demidevil was announced, expanding the original tracklist with two bonus tracks—"Tantrum" and "Daisy 2.0"—and released on September 6 via Warner Records/Parlophone.[8]Recording and production
The recording of Demidevil took place primarily between 2019 and 2020, with sessions split across studios in the United Kingdom and the United States, reflecting Ashnikko's collaborative network with British producers. Ashnikko, born Ashton Casey, was deeply involved in the hands-on creative process, co-writing all tracks and contributing to vocal production, often using songwriting as a therapeutic outlet to process personal emotions. The mixtape's development involved iterative work on numerous demos, with hundreds of songs written over the period before selecting and refining the final ten for the project.[9][10][3] Key producers included the UK-based producers Slinger (Tom Slinger) and Oscar Scheller, who shaped much of the mixtape's sound through their contributions to individual tracks. Slinger handled production on several cuts, delivering trap-influenced beats for "Daisy" and "Toxic," which feature heavy bass and electronic percussion to underscore Ashnikko's assertive rap delivery. Scheller, a close collaborator and friend, produced tracks like "Drunk with My Friends" and "Little Boy," infusing pop-punk and alternative elements with guitar riffs and dynamic builds, while also co-writing several songs to align with Ashnikko's vision of empowerment. Other producers, such as CallMeTheKidd on "Slumber Party," added to the eclectic palette, incorporating punky guitar-driven energy alongside guest rapper Princess Nokia, whose feature enhanced the track's playful yet fierce camaraderie theme.[11][12][2] Ashnikko's songwriting drew directly from her personal experiences, exploring themes of empowerment, toxic relationships, and self-confidence through raw, confessional narratives that evolved from initial demos to polished final mixes. She described the process as organic and life-inspired, stating, "It’s all inspired by my life... I have a hard time writing for other people because it’s like tapping into someone else’s emotions." Production techniques blended electronic elements like synthesizers and programmed drums with live instrumentation, including reverb-heavy electric guitars on tracks like "Slumber Party" and "L8r Boi," creating a hybrid sound that balanced high-energy pop-rap with rock influences. The delays in the project's rollout, influenced by external factors, allowed additional time for these refinements, ensuring a cohesive final product.[10][3][13]Composition and themes
Musical style
Demidevil is characterized by a core style of trap-infused pop that incorporates elements of hip-hop, electro-pop, pop-punk, and nu-metal, creating a genre-blending sound that draws from 2000s radio pop and early 2000s production aesthetics.[14][15][13] The mixtape's 10 tracks span a concise runtime of 25 minutes, delivering high-energy bursts through thumping basslines, saccharine vocal deliveries layered with auto-tune, and beat switches that shift between aggressive rap flows and melodic choruses.[2] Production techniques often feature stripped-back Neptunes-inspired beats, woozy hip-hop grooves, and theatrical flourishes like piano-pounding arrangements, enhancing the project's mainstream accessibility while retaining an underground, mischievous edge.[16][13] Track-by-track, the sonic palette varies to showcase these fusions. The opener "Daisy" employs heavy bass and an EDM buildup over a trap beat with Middle Eastern chord progressions, featuring aggressive rap verses that transition to a fluttering, earworm chorus.[17] "Deal With It" bounces with electro-pop energy, incorporating a sample from Kelis's "Caught Out There" and distant, buzzing synth effects reminiscent of a vibrator sound for a playful, rapped delivery.[13][17] "Slumber Party," featuring Princess Nokia, channels 2000s Pussycat Dolls-style insistence with a keyboard melody and trap-infused pop beats, evoking Neptunes production from tracks like Gwen Stefani's "Hollaback Girl."[15][16] Further diversity appears in "L8r Boi," a pop-punk rewrite of Avril Lavigne's "Sk8er Boi" that faithfully recreates the original melody with bratty trap elements.[14][15] "Cry," with Grimes, toys with nu-metal through crunching guitars and eerie whispers, blending belted balladic vocals with gritty production.[15][16] "Toxic" and "STUPID" lean into bratty trap with bass-bombed beats, while "Clitoris! The Musical" adopts a campy, theatrical cabaret style with repetitive piano structures and jazz-hands-like exuberance.[14][17] Influences from artists like Avril Lavigne, Kelis, and The Neptunes underscore the mixtape's nostalgic yet subversive approach, with comparisons to contemporary figures such as Doja Cat and Megan Thee Stallion highlighting its bold, viral-ready hip-hop and pop fusion.[16][17] This cohesiveness ties the project together as a high-energy, duality-driven work that balances pop polish with punkish rebellion.[14]Lyrics
The lyrics of Demidevil center on themes of female empowerment, toxic relationships, self-confidence, and playful rebellion, all framed through Ashnikko's self-described "demidevil" persona, which embodies a duality of human vulnerability and devilish defiance.[3][12] This persona allows Ashnikko to navigate emotional highs and lows, blending rage against patriarchal expectations with affirmations of personal strength, as she explained in interviews where she described the mixtape as a reflection of her mental health struggles and growth through therapy.[3][18] Ashnikko's songwriting style features witty wordplay, metaphors drawn from mythology—such as the half-devil, half-human archetype—and pop culture references, alongside direct addresses to listeners promoting body positivity and independence.[3][18] For instance, in "Toxic," she channels Britney Spears' influence to critique manipulative industry figures, highlighting emotional barriers in exploitative dynamics.[3][19] The lyrics often employ bold, explicit language to reclaim terms like "cunt" as empowering symbols rooted in feminist etymology, urging listeners to embrace unapologetic sexuality.[18] Key examples illustrate these elements across the tracks. In "Daisy," confrontational bars assert female dominance, reimagining the innocent daisy flower as a symbol of resilient rebellion against male fragility and stereotypes.[20] "Cry," featuring Grimes, reveals vulnerability in toxic relationships, as Ashnikko admits, "I'm a tough bitch, but I'm sensitive," capturing the internal conflict of suppressed emotions threatening to erupt.[21] Collaborative tracks amplify empowerment through shared voices: "Deal with It," with Kelis, emphasizes independence via lines like "I don’t need a man, I need a puppy," rejecting romantic dependencies in favor of self-growth.[22] Similarly, "Slumber Party," alongside Princess Nokia, explores playful sapphic rebellion and female bonding, flipping pop tropes of fleeting girl-on-girl encounters into a narrative of heartfelt, messy attraction.[23] Compared to her earlier works like the Hi, It's Me EP and "STUPID," which leaned into raw, hyper-abrasive attitudes, Demidevil's lyrics evolve toward more polished, radio-friendly hooks while preserving an unfiltered edge, incorporating tender vulnerability to create a fuller emotional spectrum.[12][3] This progression maintains core motifs of sexual independence and feminist defiance but adds layers of introspection, making the mixtape a "public diary" of personal evolution.[3]Release and promotion
Singles
The release strategy for Demidevil centered on a series of singles that gradually built anticipation for the mixtape, starting with early 2020 drops and continuing into 2021 to maintain momentum. These tracks, released through Parlophone and Warner Records, highlighted Ashnikko's blend of pop, rap, and alternative elements while generating buzz through social media and streaming platforms. The singles not only drove pre-release hype but also underscored key thematic and sonic aspects of the project without revealing its full structure. "Cry", featuring Grimes, served as the lead single, released on June 17, 2020.[24] It introduced the mixtape's bold, collaborative energy and helped establish Ashnikko's rising profile ahead of the project's announcement. The track did not achieve significant chart placement but laid foundational promotion by teasing the mixtape's experimental sound. "Daisy" followed as the second single on July 9, 2020, emerging as a breakout hit with substantial viral potential on TikTok, where users created dances and challenges around its catchy chorus.[20] This organic spread amplified its reach, positioning it as a pivotal track that captured the mixtape's playful yet fierce attitude. Commercially, "Daisy" peaked at number 24 on the UK Singles Chart, spending 10 weeks there,[25] and reached number 3 on the US Billboard Bubbling Under Hot 100, marking Ashnikko's first notable US chart entry.[26] Its success exemplified how the singles propelled the overall project forward. "Deal with It", featuring Kelis, was issued on January 12, 2021, just days before the mixtape's launch, functioning as a strategic pre-release teaser to heighten excitement.[27] The collaboration brought a nostalgic R&B edge, representing a core energetic sequence in the mixtape. It charted modestly at number 84 on the UK Singles Chart for one week.[28] "Slumber Party", featuring Princess Nokia, arrived post-release on April 23, 2021, extending promotion and sustaining interest in the mixtape. It emphasized themes of female empowerment and camaraderie, serving as a standout collaborative moment that echoed the project's relational dynamics. While it gained traction through live performances and social sharing, it did not secure major chart positions. Visual elements accompanied its rollout to further engage fans.Music videos and marketing
The music video for "Daisy", released on August 7, 2020, was directed by Charlotte Rutherford and featured Ashnikko in a futuristic, bold aesthetic with dynamic choreography inspired by the track's empowering themes, incorporating elements from a collaborative TikTok challenge.[29] The video's vibrant visuals and dance sequences highlighted Ashnikko's alter ego, blending hyper-pop energy with surreal production design to emphasize themes of female rage and confidence.[30] Similarly, the "Slumber Party" video, released on May 13, 2021, and also directed by Rutherford, adopted a playful sleepover theme complete with guest appearances by Princess Nokia and other performers, showcasing nostalgic party scenes infused with irreverent humor and group choreography.[31] These videos amplified the singles' virality through their shareable, meme-friendly aesthetics that encouraged fan recreations on social platforms.[32] Additional visuals supported the mixtape's rollout, including official lyric videos for tracks like "Toxic" and "Good While It Lasted", which used animated graphics tied to the Demidevil artwork to engage fans digitally.[33] Social media teasers, such as cryptic YouTube shorts depicting Ashnikko's transformation into her Demidevil persona, built anticipation ahead of the January 2021 release.[12] In 2024, the deluxe edition introduced updated artwork featuring bonus tracks "Tantrum" and "Daisy 2.0", with refreshed packaging that echoed the original's demonic motifs while adding exclusive vinyl variants for collectors.[34] Marketing efforts centered on interactive digital partnerships, notably a collaboration with TikTok and Beats by Dre for the #BeatsDaisyChallenge, where users generated content using the song, integrating fan videos into the official "Daisy" release to boost organic reach.[35] Merchandise tie-ins included Demidevil-branded T-shirts, hoodies, and bundles sold through the official store, often featuring the mixtape's signature devil-horn logo and track-inspired designs to foster fan loyalty.[36] Pre-release promotion involved live performances, such as Vevo DSCVR sessions debuting "Daisy" at virtual festivals, allowing early exposure to the material's high-energy delivery.[37] Post-2021 initiatives focused on the 2024 deluxe edition's rollout, with streaming campaigns on platforms like Spotify emphasizing the bonus tracks to re-engage the growing fanbase, alongside limited-edition vinyl releases for Record Store Day that included never-before-available physical formats.[38] These efforts, including targeted social media pushes, aimed to sustain the mixtape's cultural relevance amid Ashnikko's evolving discography.[4]Reception
Critical response
Demidevil received generally favorable reviews from music critics upon its release. On the review aggregator Metacritic, the mixtape holds a score of 74 out of 100, based on nine reviews, with seven rated positive and two mixed.[39] Aggregators like Album of the Year reported a similar average of 75 out of 100 from 14 critic scores.[40] Critics frequently praised the mixtape's eclectic genre-blending and high-energy replayability, drawing influences from nu-metal, pop-punk, trap, and electro-pop. NME highlighted its "saccharine delivery and cold, thumping beats" that join forces with "electric results," positioning it as more than a fleeting trend and showcasing Ashnikko's unpretentious fun.[14] The Guardian commended its playful, genre-surfing approach and empowering lyrics, such as in "Daisy," where Ashnikko declares "being a bitch is my kink," fulfilling the hype around her as an innate pop provocateuse despite occasional gimmicky elements like the Kelis sample in "L8r Boi."[13] Pitchfork noted the project as a showcase of Ashnikko's "newly refined confidence," a step toward pop powerhouse status, with her subversive humor and witty writing providing consistent appeal amid the bold, ridiculous tracks.[15] However, some reviews critiqued the mixtape's shorter format for lacking depth and exhibiting uneven pacing, rendering parts "fun but forgettable." Pitchfork observed that while Ashnikko excels at blending ridiculousness and seriousness in prior work, Demidevil's songs can feel overly ridiculous or serious simultaneously, with breakup lyrics evoking a juvenile tone and choruses falling short of catchiness.[15] A PopMatters review appreciated its "straight-up stupid song" craft but found several tracks less essential, while Clash described it as bold and not for the faint of heart, blending fun with serious undertones in its empowerment themes.[39] In the years following its release, the 2024 deluxe edition of Demidevil, featuring bonus tracks like "Tantrum," prompted limited new critiques but reinforced its retrospective significance. Recent coverage has reappraised it as a "neon, hyper-stylised manifesto on viral feminism," establishing Ashnikko's chaotic energy and rejection of mainstream palatability as foundational to her career trajectory toward later works like Smoochies.[41][42]Commercial performance
Demidevil debuted at number 107 on the US Billboard 200 chart dated January 30, 2021. In the United Kingdom, it entered the Official Albums Chart at number 19 in the week ending January 22, 2021, marking Ashnikko's first appearance on the ranking.[43] The mixtape also debuted at number 46 on the ARIA Albums Chart in Australia during the same period.[44] In its debut week, Demidevil generated over 6,000 equivalent album units in the UK, primarily driven by streaming activity. As of August 2023, prior to certification, cumulative UK consumption reached 49,868 units, including 44,381 streaming equivalent units.[45] The mixtape has been certified silver in the UK by the BPI for 60,000 units (certified in 2024). Following the September 2024 deluxe edition, featuring bonus tracks "Tantrum" and "Daisy 2.0," UK consumption has surpassed 60,000 units.[4] The release contributed to sustained growth, with total Spotify streams surpassing 1.3 billion by September 2025.[46] The mixtape has received certifications reflecting its international reach, including gold status in Brazil for 20,000 units awarded in 2022 and silver certification in the UK as noted above.[47] Its performance was bolstered by viral singles such as "Daisy," which gained traction through TikTok and Spotify playlist placements, alongside ongoing streaming momentum following the deluxe reissue.Track listing and credits
Track listing
The standard edition of Demidevil consists of 10 tracks, with a total duration of 25:24.[48]| No. | Title | Writer(s) | Length |
|---|---|---|---|
| 1. | "Daisy" | Slinger, Ashnikko | 2:26 |
| 2. | "Toxic" | Ashnikko, Kelly Kiara, Slinger | 2:42 |
| 3. | "Deal with It" (featuring Kelis) | Dagny, Pharrell Williams, Chad Hugo, Slinger, Dan Priddy, Mark Crew, Max Wolfgang, Ashnikko | 3:11 |
| 4. | "Slumber Party" (featuring Princess Nokia) | CallMeTheKidd, Princess Nokia, Ashnikko | 2:58 |
| 5. | "Drunk with My Friends" | Oscar Scheller, Ashnikko | 2:08 |
| 6. | "Little Boy" | Oscar Scheller, Ashnikko | 2:52 |
| 7. | "Cry" (featuring Grimes) | Ashnikko, Ebenezer, Faangs, Grimes | 2:06 |
| 8. | "L8r Boi" | Lauren Christy, Scott Spock, Graham Edwards, Avril Lavigne, Ashnikko | 2:23 |
| 9. | "Good While It Lasted" | Gina Kushka, Jon Mills, Marcus Andersson, Ashnikko | 3:02 |
| 10. | "Clitoris! The Musical" | Oscar Scheller, Ashnikko | 1:36 |
