Deema - CAN I? [Video]

Photography by Zaineb Abelque

Get to know South East London rising star Deema, who’s breathing new life into UK hip-hop with his epic rhymes and cheeky charm.

Affiliated with notorious Lewisham grime collective The Square, Deema has made a speedy rise from the pirate radio days of his teens to being tipped as one of the UK’s most exciting upcoming acts for 2021. The Dom Valentino produced ‘CAN I?’ is the first release since Dema’s debut EP, ‘CHEW YOUR FOOD’ which dropped in July of last year, and sees the young artist wrly rapping about other artists sliding into the DM’s asking for collabs and favours in the midst of his ascent. Unbothered, wise-cracking and rarely seen without a big smile, Deema’s attitude and delivery feels distinctly British, especially when paired with those classic hip-hop inspired instrumentals (the track’s looping piano riffs and pattering beats will undoubtedly make this stick to you like glue). The release is matched up with some really strong visuals, courtesy of director Zaineb Abelque, that capture Deema enjoying simple pleasures and good times amongst mates. The video’s nostalgic DIY style and playful youth-culture vibe has seriously got us crying out for a house party.

Deema explains further, "'Can I?' came around from me spitting while Dom was playing bass. ‘Spitting in the chorus, I ain't even wrote it,’ probably sums up this song best. Some of it was freestyled, Dom was tracking the bass at the same time. We recorded it just as we came out of the first lockdown and this was the first thing we made in months." 

Check out ‘Can I?’ by Deema below:

CREDITS

Director - Zaineb Abelque

Producer - Jack Cullis

DOP - Jack Cullis

Editor - pyro_xix

Gaffer - Joe Vicker

1st AC - Florence Skinner

Stylist - Nathan Rosen

Makeup - Tasmin

Colourist - Chris Poole / Goldcrest