YouTube Beginnings (2012-2015)
Emma started her YouTube journey in 2012, initially creating comedic content, rant videos, and vlogs. Her channel’s humor, relatability, and unfiltered personality quickly earned her a strong fanbase. She shared a mix of content, including personal stories, commentary on pop culture, and sometimes, musical performances. These early years allowed her to develop her identity as a creator and build a loyal following.
In 2013, she launched a second YouTube channel dedicated to her music, which she later merged with her main channel. This was a pivotal step in focusing on her true passion—music.
Early Music Career (2015-2017)
Emma’s shift to music was gradual but intentional. She released her first single, “Go the Distance,” in 2015, which showcased her initial foray into a more acoustic-driven sound. However, she quickly pivoted to a pop-punk style that was better suited to her voice and personal brand. Her early music reflected the angst and frustrations she had faced growing up, which resonated with her young audience.
In 2017, she released her debut EP, “Sucks to Be You,” which received positive attention and marked a clear shift from being a YouTuber to a serious musical artist. The EP’s title track and songs like “Fixation” and “Human Behaviour” captured the rebellious, honest, and vulnerable side of Emma. Her music dealt with personal struggles like relationships, bullying, and self-esteem.
Breakthrough and Recognition (2017-2019)
2017 was a big year for Emma, not just for her music, but for her career as a whole. That year, she also opened for Busted on their Night Driver tour across the UK and Ireland. This opportunity exposed her to a wider audience, and she received positive feedback for her performances.
Her single “Dirt” (2017) was particularly successful, breaking into the UK charts and earning her significant attention in the music scene. The song was a mix of pop-punk and alternative, with a heavy dose of attitude, marking her out as more than just a YouTuber dabbling in music.
In 2018, Emma released her debut full-length album “Villains,” which marked a more mature and polished sound. The album’s theme was centered around toxic relationships, personal growth, and self-empowerment. Tracks like “Agenda” and “Icarus” were standout hits, with sharp lyrics and powerful vocals. “Villains” garnered critical praise for its honest storytelling and catchy production. It also secured a spot on several UK album charts, a significant achievement for an independent artist.
During this time, she also continued to release regular YouTube content, blending music, vlogs, and personal commentary. Despite her growing music career, Emma remained connected to her YouTube fanbase, balancing both mediums successfully.
Authorship and Mental Health Advocacy (2018)
In addition to her music, Emma expanded into writing with her book “Feel Good 101: The Outsiders’ Guide to a Happier Life,” published in 2018. The book was a blend of self-help, autobiography, and advice, drawing from her experiences with mental health, bullying, and self-esteem issues. Emma’s candid approach to these topics, both in her videos and her book, has made her a vocal advocate for mental health awareness.
She has openly spoken about her struggles with anxiety and depression, using her platform to encourage her audience to prioritize their mental well-being. This advocacy has earned her a deeper connection with her fans and solidified her place as a role model for many young people facing similar issues.
Music Evolution and Independent Success (2019-Present)
After the release of “Villains,” Emma’s music continued to evolve. Her newer work maintained her signature pop-punk sound but also explored more alternative pop and electronic influences. In 2020, she released the single “Wolves,” which marked a darker, more introspective tone, showing her growth as both a lyricist and a musician.
In 2021, Emma embraced her independence fully, producing and releasing her music without a major label. She consistently engages with her fanbase through platforms like Patreon, offering exclusive content and insight into her creative process. She has also collaborated with other YouTube musicians and artists, expanding her musical horizons.
Transition into Production and Entrepreneurial Ventures
As a record producer, Emma has taken greater control over her music, from songwriting to production. This independence allows her to maintain creative autonomy, something she values deeply. Her experience as both a YouTuber and a musician has given her a unique understanding of the digital media landscape, which she has leveraged to market her music and brand.
Continued Influence in the YouTube Community
Even as her music career has grown, Emma remains a prominent figure on YouTube. She continues to create content that resonates with her audience, including candid life updates, behind-the-scenes music content, and reflections on her journey. Her willingness to be vulnerable, along with her sharp humor, has kept her YouTube presence strong.
