Every half decade or so, music is gifted a soul that claims new ground, renders genre timeless and severs boxes so effortlessly that a generation anoints them leader. Madonna, Missy Elliot, Frank Ocean, XXXtentacion make up only a fraction of this holy pantheon. The next inductee appears to be performance artist and music producer Snow LaFlurr. With her flag planted in the uncharted soil of Connecticut, the drippy 23-year-old disrupted the Internet throughout summer ’18, earning cosigns from artists like French Montana.
Snow grew up in a Jamaican household boasting a fruit punch of a childhood soundtrack––credited to a father who was one of CT’s biggest DJs and the son of a former Bob Marley session musician. Big tunes, whether by a new Soca band or vintage Minnie Riperton, had an omnipresence in her New Haven home. Although raised by rhythm, lyricism was her initial calling. An eccentric child that often felt misunderstood, young LaFlurr would articulate her emotions to adults via poetry. Her inner record producer was awakened by her eldest brother (also a DJ) who introduced his little sister to pop acts like Spice Girls and NSYNC to 50 Cent and Dip Set. Snow’s initial music discovery would stretch even farther, eventually falling her in love with the UK’s Drum & Bass and Garage genres. A true Aquarian, she was simultaneously an eclectic introvert and social magnet who out-danced all comers. Realizing her free spirit wasn’t suited for the confines of a DJ booth, the entrepreneur took an adjacent approach to the family biz. She grew a local name by throwing house parties that are currently considered throughout Connecticut both legendary and still in-demand.
Although Snow taught herself to play the ukulele at age 16, it wouldn’t be years later until she learned to produce a track. During a brief stay in Jamaica, she met Ollie Twist––her now UK-born co-producer––who educated her how to operate an MKII. After producing a few dance videos for fun, watching them go viral, and then suffering the death of three supportive friends in less than a month, she realized that becoming a recording artist was her purpose on this planet.
What will set this Girl Wonder apart from peers is that she is more time traveler than musician. Her style is rooted in dancehall, but her production sensibilities belong to the past and future of black music at once. Her biggest viral success, thus far, is “Yank Riddim,” a triple tribute to her deceased friend Zoe, the dance he popularized (The Yank) and Busta Rhymes’s classic “Put Your Hands Where My Eyes Can See.” Fun followups “Soft Drink” and “Flex Lon Don” pay homage to Missy Elliott, Timbaland and The Isley Brothers. And yet, these odes in succession are the rise of a new wave.
In an era where young listeners prefer to consume their music numb, Snow LaFlurr aims to return the feeling. This is the sound of an old soul illuminating their generation’s bright future.