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\n\t\u201cI told myself, \u2018You can\u2019t just buy that Airwrap; you have to earn it,’\u201d Day says. \u201cEarning it for me was posting on TikTok for 30 days in a row. I told myself that it didn\u2019t even matter how the content did. I didn\u2019t care about the numbers. I just cared about the fact that I did it for 30 days.\u201d<\/p>\n
\n\tThe motive behind this plan wasn\u2019t just elevating her haircare routine. \u201cThe truth is,\u201d she continues, \u201cI was on the phone with my manager before those 30 days and was really crashing out, because I had just released \u2018American Girl.\u2019 I loved that song, but when I released it, it was the worst streaming debut in the history of my career. The engagement was so bad that I just felt embarrassed.\u201d<\/p>\n
\n\tHer manager, Sammy Seaver of Mutual Friends, talked Day through it, telling her that she\u2019d never really treated social media like a real job. She\u2019d often post a few days in a row, then abandon the pursuit. This time, they decided, she\u2019d treat the task like a real nine-to-five. Day sat down, made a social calendar, and executed the plan. By the end of the month she\u2019d gotten 50,000 new TikTok followers and multiple label deal offers. Last fall, she signed with Broke Records and bought herself a refurbished Airwrap. \u201cAmerican Girl\u201d is now her highest streaming song on Spotify. <\/p>\n
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\t\t\t\t\tTiffany Day<\/p>\n
\t\t\t\t\t\t\t\t\tAlly Wei<\/p>\n
\n\tWhile the refurbished Airwrap later broke, Day is now a big enough star that the company just sent her a new one for free. When we speak with Day, she\u2019s in the car on the road between shows in Detroit and Minneapolis, as she\u2019s currently touring behind her fantastic album Halo, released by Broke Records in April. Beyond this sold out headlining tour, her recent shows include June\u2019s Electric Forest, an August show opening for Illenium<\/a> at Red Rocks and a September slot opening for Skrillex<\/a> in Chicago. Today (Oct. 13), Day releases her latest single \u201cMeant To Be,\u201d a collaboration with singer\/songwriter Glaive, who\u2019s also currently touring with Day. <\/p>\n \n\t\u201cThis year has been the most overwhelming of my life, and I also never thought that this year would ever come,\u201d she says. \u201cI never thought there would be a year like this, you know what I mean?\u201d<\/p>\n \n\tDay has been a buzzy name since 2017, when a video of her singing Leonard Cohen\u2019s \u201cHallelujah\u201d into a well in Italy went viral. (The clip<\/a> now has more than eight million views.) Born in Toronto and raised in Wichita, Kansas, Day says that if this viral moment hadn\u2019t happened, \u201cI would have studied biomedical engineering and become a researcher or something.\u201d<\/p>\n \n\tInstead, she moved to Los Angeles to simultaneously attend college at Loyola Marymount University and pursue music. (\u201cAt first it was really hard to balance my career and college together, but then it almost became like college became an escape from the music industry,\u201d she told<\/a> LMU\u2019s student newspaper in November of 2020.) As she attended classes by day and made music at night, she also got into the SoCal dance<\/a> world. Her first big festival was EDC Las Vegas, an experience that brought her further into the electronic music scene and opened up a special love for bass music. <\/p>\n \n\t\u201cDubstep just clicked,\u201d she says. \u201cAfter that, it became this never-ending rabbit hole where I felt so inspired to quite literally study what sounds made me feel what emotions and why certain things make you feel the way they do, especially when it comes to notes or textures.\u201d<\/p>\n \n\tDespite this draw to hard sounds, her own music was existing largely in the indie pop and R&B lanes. Her first official single came out in 2018, with a flurry of additional independently released songs and EPs leading to the release of her 2024 debut, Lover Tofu Fruit. That 10-song project streamed well and brought Day on the road for a 10-city headlining tour, but it didn\u2019t feel totally aligned with what she really wanted to make. By the time she\u2019d graduated from LMU, she was at a low point. <\/p>\n \n\t\u201cI was miserable making music,\u201d she says. \u201cI didn\u2019t want to be perceived as\u2026 the only word I can use is lame. I just felt lame.\u201d<\/p>\n \n\tA friend suggested that if Day was sincere about quitting music, then she should treat her next album as her last. That premise sparked something for her. \u201cI got a feeling of, \u2018If I\u2019m going to treat it like my last album, I\u2019m going to do what I want, and it doesn\u2019t matter how the album performs. It\u2019s just about making it the album I\u2019m most proud of and if it performs like s\u2013t, then I\u2019ll go work a nine-to-five at Aritzia.\u201d<\/p>\n \t\tWhy Tiffany Day Is an Up-and-Coming Dance Artist\t<\/p>\n \n\tReleased on April 3, Halo has in fact performed remarkably well. (Its lowest-streaming song has 1.9 million streams on Spotify alone, with the highest streaming tracks having upwards of 10 million.) \u201cAmerican Girl,\u201d the song Day was at one point embarrassed about, is the album\u2019s most streamed track, with nearly 13 million Spotify streams. <\/p>\n \n\tThe project is vastly more electronic than anything else in Day\u2019s catalog, with songs like \u201cDoit4me\u201d and \u201cPretty4u\u201d presenting heavy, glitchy, hyperpop productions that Day\u2019s voice weaves through like a ribbon. The project places her among a wave of next-gen electronic artists like Ninajirachi, 2hollis and Jane Remover, all of whom are currently making left of center dance music with strong pop tendencies. <\/p>\n \n\t\u201cI would say that I\u2019m in this new new generation of hyperpop\/electronic artists,\u201d Day says, \u201cBut it\u2019s also cool because I really do feel like I\u2019m paving a distinct sound that pays homage to a lot of artists I grew up loving that aren\u2019t necessarily part of that new collective.\u201d She cites Halo songs like \u201cSame LA\u201d and \u201cIt\u2019s Not Like That Anymore\u201d as encompassing the same kind of euphoria as Illenium\u2019s soaring productions. <\/p>\n \n\t\u201cI used to go to sessions where they\u2019d be like, \u201cWhat have you been listening to?\u2019 and all I could pull up were heavy dubstep bass tracks. It\u2019s always been in me where even as a consumer, I just love electronic music. It was just a matter of how bridging the gap between the pop people knew and loved with the electronic music that I know and love. That\u2019s what Halo came to be.\u201d<\/p>\n \n\tSigning with Broke has helped power this creative freedom, with the label among those that reached out after Day\u2019s 30-day TikTok sprint. \u201cWhat I said to a lot of labels I met with around that time was, \u2018I\u2019m on a boat and heading to an island. I know which island I want to be on. I know the directions to get there. All I need is a better motor. I don\u2019t need a co-captain. I don\u2019t need the boat to be bigger. I just need a better engine. I feel like [Broke] understood that and got it the most out of everyone I chatted with.\u201d<\/p>\n \n\tAll in, the days of feeling lame are well behind her. She says opening for and meeting Skrillex were among her pinch-me moments of the year, as was selling out three back-to-back nights at The Hall at Elsewhere in New York, along with selling out the rest of her curent tour. An honest reflection of her interior world and most sincere musical interests, she says she\u2019s stoked to show Halo \u201cto anybody who asks me if I make music. I feel like I\u2019ll continue feeling proud of this project for a long time.\u201d<\/p>\n \t\tBest Songs to Start With\t<\/p>\n \n\tThe song that Day was initially embarrassed about the engagement on and which is now the highest-streaming track from Halo. <\/p>\n \n\tDay\u2019s newest song, a collaboration with Glaive that\u2019s out today.<\/p>\n \n\tA song Day says contains the same feeling of euphoria as a lot of the work by Illenium, an artist she opened up for at Red Rocks in August. <\/p>\n \t\tWhat\u2019s Next for Tiffany Day\t<\/p>\n