Following a couple of addictive singles, we're finally getting our first look at the mysterious artist called Notifi. The Toronto-based singer recently dropped his debut music video and chose the vibey track "Won't Get Lonely" to score it. Much like the cut itself, the short film directed by established veteran Zac Facts, is an incredibly moody piece of work that tells a surreal story of love and lust.
Along with the fresh new video, which offers a shadowy glimpse of Notifi, this weekend's visual drop is helping us understand a bit more about the man himself. Yesterday, we were able to chat with DJ Charlie B, who we learned manages and executive produces the Notifi project. Over email, Charlie tells us how he become involved with the enigmatic talent, and why he believes he'll change the game.
You can read our conversation with Charlie B below, and be sure to watch the video for "Won't Get Lonely" above via Notifi's official YouTube channel.
He only has a few songs to his credit, but Notifi is already building quite the buzz. In your opinion what makes him so special?
He's multifaceted in terms of songwriting, producing as well as performance. His music is universally appealing whereby he can easily cross over to various genres all the while but remain true to himself. I've been in the industry for a while, and around A-listers at that, and I've identified musical qualities that Notifi has that nobody else does. He's one of one.
How did you meet and link up with Notifi?
For as long as I can remember artists have been sending me there music via email, coming to the clubs I was spinning at, asking me to play there music and/or give them feedback. Every quarter I would go into my music email for half a day and go through all the music.
This specific day I can remember Notifi sent me this record and I heard potential, so I replied back to him and told him to keep sending me material to see if I could keep hearing more potential; which I did. I decided to hold a studio session in 2016 at my boy Prologic's studio at the time called Belvia Sound.
I invited a bunch of songwriters, producers, and artists. That was the day I met him and we had a brief convo. After that day I started to utilize my relationships with different producers to get these beats to Notifi to see what he could do with them, and now here we are.
This interview has been edited and condensed for clarity
