Nimino Is More Than His Viral Success: ‘My Favorite Song of Mine Is Always the One About to Come Out’
There’s a certain feeling Nimino has always been looking for in the music he listened to and then eventually made.
“You know when you listen to a song and there’s a moment that like, a chord strikes and you can’t explain why, but it just pulls a tear from your eye?” he asks rhetorically while speaking to Billboard over Zoom. “And no matter how many times you listen, you’ll get that moment in that song and be like, ‘Oh, f–k.'”
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It’s a wave of emotion the London-based artist born Milo Evans loved experiencing, one he’s worked to create since he started producing music at age 13 and one he identified when he first heard “Hangover (feat. G-Eazy, Beni Moun),” a 2019 song by R&B singer/songwriter Rayana Jay.
“I would listen to that song and as soon as it would get past [the title line] I’d lose interest,” Nimino says. “It’s a great tune, but I would just listen to that one bit over and over, because it’s such a crazy little line.”
Enjoying the feeling it gave him and sensing he could do something with it, he grabbed the acapella of the Rebecca Jade vocal “but couldn’t find anything it would fit with, so I had it sitting on my computer for ages.” He was later working on another that song “that was quite dark and felt quite melancholic and definitely had this clubby vibe to it, but I don’t know what needed to be put in it.”
Eventually, in December of 2023, he thought to pair the pieces “so it was like a call and response between the synth playing and the vocals chatting. Once those were together, it was just like, ‘This is obviously a very exciting song.'”
The internet agreed. Before its August 22, 2024 release on Ninja Tune’s Counter Records imprint (where Nimino signed in the spring of 2024), clips featuring the single generated more than 15 million views, two million likes and 313,000 saves across TikTok and Instagram. He previewed the song online only after a lengthy sample clearing process, as he knew audiences would want to know the release date immediately upon hearing it.
“I was kind of careful with it,” he says, “then as soon as we had the thumbs up, I teased it. It went crazy literally the first night.” While the song went wild online, Nimino celebrated its release in very IRL fashion. The night before the song came out, “a guy hit me up online and was like, ‘Yo man, we’re throwing a house party in London. I’d love for you to come DJ and play that new song. I was like, ‘Yeah, f– it. Why not?'”
Celebrating was appropriate. Since August, “I Only Smoke When I Drink” has generated 17.9 million official on-demand U.S. streams and 87.2 million official on-demand global streams, according to Luminate. The song is in its 21st week on Hot Dance/Electronic Songs and currently sits at No. 15, its highest position thus far.
But this success “hasn’t changed the strategy so much as it expedited things,” says Gon Carpel, the founder of Noted Management who co-manages Nimino alongside Eli Bieber. “The focus remains building a long-lasting artist career by focusing on the fundamentals and making strategic decisions for the long term.” (On the agent side, Nimino is represented in North American and the rest of the world by Rob Woo and Charlie Irwin at Spin Artist Agency, and in Europe by Jamie Waldman and James Osgood at UTA.)
“But of course, Carpel adds, “the success of the song has allowed him to reach more people in more places much faster, and that discovery is expediting his growth across the board – opening up new opportunities in touring, publishing, sync, etc. The biggest strategy change has probably been in having to be even more considerate with where and when to spend his time and energy, as the whole globe has opened up to him.”
When we speak Nimino is in New Orleans for a show at Republic NOLA. While he’s been touring in the U.S. for the last few years (he says his shows do especially well in New York, Los Angeles and Denver), sets are now selling out much faster. “And I mean, even just selling out is a big jump from last year,” he says. He’s got shows in Nashville, Austin and Orlando this weekend (Jan. 24-26) and says while he can’t reveal much yet, there are big festival plays on the summer calendar.
Warm, funny and generally fairly calm seeming, Nimino doesn’t seem too preoccupied with his virality or with trying to top it. “I’ve had a few viral moments before,” he says. “Never to this level, but I’m relatively well versed in how it feels.” (How does it feel? “Very overwhelming. It’s hard to get off your phone.”)
With single and EP releases dating back to 2018, Nimino is more than a one-trick TikTok artist. His catalog has 56.5 million official on-demand U.S. streams and 179.5 million official on-demand global streams, according to Luminate. He calls 2023’s “No Sympathy” and 2022’s “Opening Credits” and “Save a Soul” pillars of his sets, which “for my listeners have always been very special moments.”
While “I Only Smoke When I Drink” is putting a lot more eyes and ears on him — earning him new followers, a turn making an Essential Mix for BBC Radio 1 and a remix package featuring edits of the song by Claptone, Felix Cartel and more — he’s in a position to demonstrate staying power. “Virality helps, but virality is not a strategy,” Carpel says. “It still comes down to really great music from an artist with a strong voice and brand who connects with an audience, coupled with the right team and strategy around them.”
Today (Jan. 23), Nimino will release “Shaking Things Up.” Made from a ’60s soul sample and bouncy piano, the song is bright, but also laced with Nimino’s signature emotiveness. “It was very much a case of having done a song in one style, then saying, ‘F–k it. Let’s shake things up.’ ‘I Only Smoke’ was quite dark, quite clubby. ‘Shaking Things Up’ is so bright, so fun and such an outdoor festival kind of vibe.” The song will appear on Nimino’s Creek EP, coming March 21 on Counter Records.
But whether one is a longtime fan or just now hearing his name, Nimino assures he’s got something for you.
“My favorite song of mine is genuinely always the one that’s about to come out, or the one I made yesterday,” he says. “So even if you can’t be bothered to check out the songs I’ve released, just follow the ride.”
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