‘Somewhere to be themselves, and be kind’: the Filipino folk-popper creating a hand-drawn world for gen Z to escape to
What started as a school project about plucky fictional kids in animal masks sparked an obsessive fanbase and a major label deal. Now the artist behind it all – known as Yaelokre – is ready to reveal themself
TL;DR
- Yaelokre, the project by Keath Ósk, started as a DIY endeavor and became a global hit, reaching No. 1 on Spotify's Global Viral Songs chart.
- The world of Meadowlark, featuring fictional children in animal masks, transmits messages of bravery, courage, and childlike wonder.
- Ósk, who grew up in the Philippines and Iceland, draws inspiration from folklore, video games, and Filipino culture, including its vibrant singing traditions.
- The artist's debut album, 'Foreword,' released under their own name, features rerecorded tracks with a bolder sound, influenced by artists like Gloc-9 and Bonnie Tyler.
- Yaelokre has cultivated a dedicated fanbase, particularly among Gen Z and queer listeners, who create fan fiction, cosplay, and find solace and representation in the project's themes.
- Ósk has actively managed the community, removing characters that were sexualized by some fans to maintain a safe and wholesome environment.