Phum Viphurit has found viral fame at home by channeling the breezy sounds of artists like Mac DeMarco. Now he’s starting to make inroads in the States
— featuring the lanky musician crooning and strumming his guitar by the seaside, wearing a straw hat and affecting a breezy air that’s strongly reminiscent of DeMarco — has been viewed more than 40 million times to date.
“I just felt like this music thing that had always been a hobby, something that I could use to escape what I was dealing with, became the one thing I couldn’t escape. When you start making something out of passion, totally with no expectations in any form, to one day having that feeling pushed upon you, it’s kind of a big change. … I was feeling really anxious though I didn’t let it show during my travels or in my music last year. I felt like I had to let it out in a song.
Born in Thailand, Viphurit moved to New Zealand before his teens. He dabbled in music, uploading Frank Ocean covers to YouTube and writing songs for fun, but his hobby turned serious when he returned to Bangkok for film school at age 18. Though he experienced a lot of what he calls “reverse culture shock,” the Thai capitol eventually started to feel like home again as he began to make connections inside the city’s burgeoning music scene.
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