Q&A: New England Alt Hip-Hop Enigma Snøw Crosses Boundaries in New EP ‘32 Degrees’
☆ BY Kristian Gonzales ☆
Photo by Kaytlyn Justo
COMING ALIVE AGAIN FOR THE WINTER — rapper and producer Snøw soundtracks the icy chill of December nights with his distinctive brand of sad boy rap to soothe those in need of comfort during these times. Finding power through melodies, he turns to the intimacy of indie-folk textures with his new EP, 32 Degrees.
Across all six tracks, including singles “Swishers” and “Death of Me,” Snøw clears his mind through a barren and acoustic-laced soundscape that echoes the harshness of the winter season. Accentuated by the cover art, which depicts a snow-blanketed forest, and universal themes of lovers acting cold to one another, the Salem, Massachusetts–born rapper channels his pain into musical purification.
“I’m taking negativity and turning it into something positive through creating songs,” Snøw shares. “I want you to know you’re not the only one going through shit.”
Through his emotional intensity, Snøw is on a major come-up. Following his early breakthrough with his collaboration with Italian producer Kina on “Get You The Moon,” garnering a platinum certification from RIAA, and his debut album, I Smoke to Cope, he continues to build up his momentum. “Blaming Me for Us,” off his debut, was even featured on Billboard’s R&B/Hip-Hop Fresh Picks of the Week list, and in 2022 and 2023, Snøw brought his vision to the live stage, supporting the album with his first tour and performances at SXSW’s The Line of Best Fit showcase as well as Boston’s Big Night Live venue as a headliner.
Luna caught up with Snøw to find out more on his path after his debut album, musical inspiration from his hometown of Salem and the touring life, and how a cold atmosphere breathes in new energy to his art. Read the interview below.
LUNA: How does 32 Degrees capture where you are as a person following I Smoke To Cope?
SNØW: I think this project shows I'm entering a new era, not only as a musician but also as a human. Musically, I’m producing my own music and sound and can really capture how I feel directly through a beat, rather than just the lyrics I used to contribute. The project also shows how I’m evolving as a person. I’m learning to accept emotions and cope differently, and I think that my listeners can tell just by comparing the lyrics between the projects.
LUNA: Has the opportunity to go on tour and travel beyond your hometown of Salem had any influence on your approach to your sound?
SNØW: It hasn't really impacted how I create music, but touring has taught me how to use my music to engage more with the audience. It's really about picking the right songs to perform since I create all types of music. But being on tour has enabled me to make different styles of music because of the environment and people I toured with. For example, working with Ouse was different than any other musician/producer because of the type of beats he makes and his style.
LUNA: Since making music acoustically was your original approach as a musician, did it feel any different after crafting an entire album?
SNØW: Yeah, it felt super different because it wasn't just me recording guitar and vocals. Producing an entire project meant I had a lot more I needed to accomplish. I felt more invested in making it sound exactly how I imagined, and because of that I spent hours focusing on minute details. The process was a lot of back and forth between different versions of each song until I decided which version I wanted you guys to hear.
LUNA: On the atmosphere of the EP, what is it about cold weather and snow-based imagery that provides comfort to you when telling your story?
SNØW: I feel like the concept of cold and snow helps listeners paint a picture of the emotions you’re gonna feel when listening to the project. I think “winter blues” is something we can all relate to, and when I’m sad or depressed I feel cold and distant. That's why the cover art is a forest of snow. I wanted the listeners to have an understanding of what my mind looked like just through the cover art alone.
LUNA: With “Suzu,” how did the inspiration from watching Suzume speak to you in relation to your current perspective on love?
SNØW: The movie inspired me to create “Suzu” because of how the main character was willing to sacrifice the world for the person they loved — and honestly, who wouldn’t? I think the concept of choosing someone you love over everything is something anyone who has been in love can relate to.
LUNA: Which song off the tracklist do you hope hits really hard for the upcoming winter?
SNØW: I think the track “North” will hit the hardest this winter because it talks about running away from your problems. More specifically, it’s about abandoning the people who have wronged you. It’s about the realization that once you burn a bridge, it’s permanent — there’s no going back.
I called the track “North” because it embraces the story of going somewhere far away that’s cold and new and challenging but it’s my own choice. When envisioning where “North” is, it's somewhere that you can start fresh but still remember everything that got you there because it's cold and isolating. This track is the most complicated because I wrote it when I was going through a lot of shit. From the lyrics to the screams, I feel like anyone can capture the emotions behind it and will relate in their own way.
