INTERVIEW: iSAAC K! Premieres “New Normal” music video

Based in the heart of the UK, iSAAC K! is an artist who explores the complex and often contradictory facets of existence through his music. At the core of his artistic vision lies the desire to unify chaos and order, crafting music that reflects the turbulence of life while offering moments of clarity and beauty. His work breaks free from the constraints of genre, blending influences from gospel, soul, hip hop and pop to create something entirely his own, often drawing on his own lived experiences.

Born into a world marked by personal challenges, iSAAC K! survived a childhood shaped by the harsh realities of boarding school and military secondary school. Music became his lifeline, a source of solace and expression amid the struggle of his early life. Radio was his first gateway into the world of music, offering an mix of various styles that would later shape his sound. His fascination with pop culture, ignited by endless hours watching MTV, would also come to play a crucial role in his development as an artist.

iSAAC K! possesses a vocal range that spans from high tenor to rich baritone, a flexibility that allows his voice to serve as the perfect vehicle for his meaningful lyrics, which often grapple with themes of personal growth, survival and the search for meaning. Unveiling his sound back in 2017, he dropped his debut two-track EP, Sentient: Season 1, which he’s since followed up with a string of singles including a collaboration with EM x M3, Dakari and ThaMinority on “On Our Side.”

Now he brings us his latest release with the new single titled “New Normal,” a track that captures the profound societal and personal shifts following the pandemic. Inspired by the disorienting changes that swept through every aspect of life after lockdown, the song serves as a meditation on the reconciliation between the world as it was before and the uncertain, often unsettling, reality that followed. In this new landscape, everything from daily routines to entire industries transformed in ways that once seemed unimaginable. iSAAC K! taps into this collective experience, creating a sonic representation of what it felt like to live through that moment in time.

Brought in by his bright vocalisations, deep bass tones and pulsing textures cast an atmospheric sound as the crash of drums ushers in a grooving soundscape. Gliding with slick rhythmic flow, iSAAC K!’s expressive vocal performance lays down stunning melodies carrying poignant lyricism as the enthralling mix of instrumentation and rattling percussion crafts an innovative slice of alternative R&B. Brimming with fluttering melodies that thread through an enveloping arrangement, “New Normal” serves up a memorable and infectious sound.

Now iSAAC K! brings us the premiere of the song’s brand new music video to deliver a cinematic visual pairing for the song. With an array of vibrant scenes from the the abstract shots of iSAAC K! wielding a blade to performing the song in front of a projection displaying explosions to the hazy moments drenched in red light, the music video mirrors the context of the song in a thoroughly engaging way.

We caught up with iSAAC K! to find out more about his musical journey so far, his new single “New Normal” and what he’s got lined up for the future. Check out our interview with iSAAC K! below.

Hey Isaac, how’s things?

Hey Kindred! Things are a bit chaotic to be honest. The music video for New Normal premiered today and everything has been building up to it. I’d spent a considerable amount of time editing it and found myself obsessing over every detail. But I went on Voices radio recently to talk about the creative process and afterwards it struck me that creative choices are actually infinite and it is okay to pick one thread that feels the most right in that theme. So how’s things? Just fine now.

What’s your earliest memory of making music?

My brother sent me a pic of this tiny keyboard I had completely forgotten about which my mum kept and it just brought back memories. I remember us spending countless hours on it trying to figure out how many buttons we could press simultaneously to fit in as many sounds as possible, the outcome of which was mostly not very coherent. Thinking back to that time, I realise how irritating it must’ve been to our immediate audience who put up with our amateur DJ sets but our parents gave us the freedom and confidence to explore creatively and I cannot thank them enough. So special shoutout supportive parents out there. I haven’t felt compelled into proper DJing yet but in 2015, at the Roundhouse in Camden, I got into proper production on Logic pro and have been tinkering ever since.

Which artists do you draw most inspiration from?

Leonardo Davinci, for his unreal contribution to art and science. If you have never seen ‘Davinci’s Demons’ you’re in for a treat. James Blake, an artistic juggernaut and trailblazer, he finds a way to remain very interesting which is no easy feat. His mission to revolutionise artistic rights and freedom, right from creation all through to live performance, is nothing short of glorious. Fela Kuti, the original Afrobeat pioneer, his visceral politically charged lyrics and live shows were something extraordinary. The legendary venue, New Afrika shrine in Lagos remains a legacy till today and Afrobeat artists like Davido, Wizkid and Burna Boy are carrying the torch to further his legacy. Can I mention Michael Jackson for just being completely strange and mythical? And Frank Ocean for his overall style and versatility, showing what can be done with various genres and not bound to traditional R&B.

How else do you find inspiration for your music?

I walk. Nothing too lengthy but I do find a good hour walk is quite anti-inflammatory. Taking in the world around me as my senses deepen, I absorb the sights and sounds. You see all sorts on a good old walk. One moment you are inundated by the heavy drilling of roadworks and the stench of burning rubber. The next moment you’re awash in sweet petrichor and lavender, mixed with horse droppings. A good old walk always does it for me creatively. I am able to give every thought and worry which has been nagging on my mind, it’s due and no stone is left unturned. Also, I cannot tell you how many strange conversations or one-liners I’ve overheard which make for great lyrics!

Gaming is also a massive source of inspiration. As a kid, my favourite spaces were game arcades. I’m not huge on shooters but I like the odd one like Destiny. My favourite genre is RPG. I’m no gamer but I try to follow a few titles every now and then. It’s the cutscenes for me. My absolute favourite cutscene is from Diablo where Inarius confronts Lilith. Amazing story telling combined with mind-boggling graphics and transcendent soundtracks -what’s not to love? Also can Rockstar put us out of our misery and drop GTA VI already. Or tide us over with a second trailer? Anything!

What’s been your highlight of the year so far?

The highlight of the year for me was releasing ‘new normal’ in the summer. I don’t tend to release music too often. My last release before that was pre-covid and it just felt like such a release of pent up anger, resentment, anxiety and surrender. I just think releasing more often is the best way forward for me.

What do you love about the UK music scene?

It has got to be the variety! I love it when a promoter puts on an eclectic night of music. I find it a bit boring when everyone on the bill is similar. It’s like, do you want more of the same thing? or do you want to discover something outside your comfort zone. I also love that people are still willing to go to shows. I am amazed when I see queues for an actual gig and not just some club night. And whilst it is currently all about playlists, there are still other ways of finding incredible new music which is so refreshing! Also did I mention festivals?!!

What would you say is the perfect setting for listeners to enjoy your sound?

Live music always! And don’t get me wrong, some venues’ PA system and acoustic treatment are just not it. But live music is never meant to be perfect. My sound is best live because I always tend to do something new vocally. I never sing it the exact same way every time and it gives me goosebumps just thinking about performing. The thrill of the take. You get one take to express everything about that collection of memories and moments. That being said, I did once listen to my catalogue on a custom Hi-Fi sound system and was just blown away. Also, I have heard some people say they listen to my music in the gym and I have found mildly worrisome.

Who would be your dream artist to collaborate with?

RAYE. I just wonder what it would sound like. Her angelic, genre-bending vocals and clever songwriting combined with my fearless approach could be magic and I think we could complement each other really well.

How did you find making your new single “New Normal”?

New Normal is the culmination of a series of conversations I’d had with my kindred during and post-covid. When I was writing this song, the hook came to me first. I was walking past the Amazon Go opposite the Roundhouse in Camden and I was scratching my head thinking, since when did you pick up something from a shop and simply walk out? That’s new! Later that evening, I saw one of those Starship delivery robots cruising down my street and that lyric popped up again. “There’s a new normal”. Many more instances of new norms like having a chat with GPT and having a go at the Apple Vision Pro just solidified this futurist era for me. I tracked vocals at The Others in Islington with the incredibly talented Omar who I learnt a great deal from. The recording session was a unique experience as I’d only ever recorded in a tightly compact booth so recording in an open space, few feet away from the microphone, felt radical. New Normal was mastered at Abbey road.

What message did you want to get across with this release?

On a macro scale, New Normal is about the reconciliation between the pre-covid and post-covid era. It is about coming to terms with the uncertainty that the future represents. The hybrid-working model, the rise in polarity and global conflict, Artificial Intelligence, successful test launches of re-usable rockets by SpaceX, virtual reality to name a few.

On a micro scale, I recently started practising Tai’-chi after stumbling on the book T’ai-chi by Peter Chin Kean Choy which I had bought years ago from a charity shop but totally forgot about. It made a profound positive impact on my physical and mental health and I wish I had found it earlier especially during covid. The music video for New Normal does feature myself attempting some of the basic movements and whilst I had a good laugh filming that I hope it does inspire new practitioners. T’ai-chi is my new normal. Did you become a parent? Did you start a business? Did you recently pass your driving test? Did you quit your job or start a new one? Did you start a situation-ship? There’s your new normal.

What artist have you been listening to most recently?

I have the Bad Cameo album by James Blake and Lil Yachty on repeat. That’s my collab of the year.

What’s the main thing you want people to get out of listening to your music?

The main thing is to understand that every person is as complicated as the next. There is a natural polarity to everything and that duality is essential to the richness of any experience. Something about the dynamics of order and chaos. So embrace all sides of the coin and actually spend it (not too wisely so as to miss the point). But is the point anyway? I think it is to have a ball. And not just the obvious weekend kind of ball. We must find ways to enjoy daily life and hopefully my music is on your playlists soundtracking scenes.

What’s been your favourite live performance so far?

I played DingWalls Camden last month and despite how different Camden may be today, the energy and vibe of Camden remains permanently unique and eclectic. Talking Heads were literally next door on the main stage and I snuck in and had a bit of a music history lesson from these old time mates in the audience who were huge fans of the legendary band.

Who would be 3 artists to headline your dream festival? And where would it be?

Raye, James Blake and Griff in the metaverse!

Do you have any advice for a new artist wanting to follow your footsteps?

“be yourself” seems too simple so let me complicate it a bit. Being yourself should not mean being rigid and set in your ways. Try to open yourself up to new experiences. Be authentic to a certain theme or moment in your journey. Follow the theme until you feel that you have exhausted everything you want to express in that moment. Remember to bring your fans along with you. Also, you need to cultivate a bit of optimism especially when you want to not only create but actually share it with someone else. Oh and do not compare yourself to anyone else. And even more importantly, do not compare your current self to your previous self. Here’s a bonus, your calendar is your first manager so spend more time in your emails and calendar than you spend on social media. All advice is easier said than done of course so do not punish yourself if you fall short, instead create more art.

Finally, what do you have lined up for the rest of 2024?

The cover art for my next offering titled ‘Quantum Lover’ will be releasing very soon so I’m excited for that. It has a different theme and aesthetic and cannot wait to start the roll out. Casting for the music video begins soon too so get in touch if you are interested. Also look out for some exciting custom iZK! merch giveaways!

Watch the premiere of the New Normal music video below