LA-based Nastiya Kai is an emerging powerhouse carving out a niche for herself in our digital domain as a formidable figure to rebels across the globe. With over 199K Instagram followers and counting, this burgeoning influencer is a musician, producer, small business owner, car enthusiast and self-proclaimed ‘rat girl’. Beyond her overflowing pool of skills and talents, she is raw and honest, unafraid to embrace and speak openly about the messiness of the human condition. With over 30 000 monthly Spotify listeners and her debut album Demon Era under her belt, Nastiya is expanding her sphere of influence beyond the music industry and shows no sign of slowing down.
In social media aesthetic terms, a “trash girl” often refers to someone who embraces a messy, edgy, and rebellious style. This aesthetic typically includes thrifted or distressed clothing, bold makeup, and an overall nonchalant attitude. It celebrates individuality and often challenges traditional beauty standards, promoting a carefree, authentic vibe. For Nastiya, it’s deeper than just an aesthetic, as her ‘’trash girl’’ persona was birthed through her love for sustainability, particularly in the fashion industry. In the past, she worked as a sustainability spokesperson in the fashion industry where she addressed topics like recycling, upcycling and going zero waste.
As an influencer Nastiya prides herself on being as authentic as possible, which is a poignant message she relays to her followers. While she sees beauty and usefulness in trash, this is not only a reflection of her passion for sustainability, but also her lifestyle which is a mixture of chaos and structure.
The inspiration for her online business My Demon Era came from her debut album Demon Era, which had such a profound impact on her that she decided to establish a clothing and merchandise brand. The store is set to launch worldwide on Halloween, 31 October 2024. Aside from My Demon Era, Nastiya has new music in the works, and plans on making a return to fashion styling.
To boot, Nastiya Kai is also a rising Alt Pop superstar taking the music industry by storm with her signature atmospheric vocals, glitchy production and her vulnerable and profoundly honest songwriting. She burst onto the scene in 2023, and in her short, yet impactful career she’s received support from The Line of Best Fit, CLASH Magazine, Flaunt Magazine, Wonderland Magazine and NOTION, to name a few. Following the success of her debut album Demon Era, her glitchy and upbeat single ‘Demons’ has caught the attention of Italian melodic techno maverick Erly Tepshi, who is set to share a remix on October 25th, 2024.
Nastiya divulges: “I wish people took themselves less seriously and took others less seriously too. Why would you judge what anyone else is doing as long as they aren’t harming themselves or others? I wish I can set an example and encourage people to feel more comfortable in their own skin.”
Nastiya’s sonic tapestry draws comparisons to the likes of Billie Eilish, Grimes and VÉRITÉ. Her debut album, Demon Era, is an explosive 13-track confessional odyssey through turmoil, mental health, betrayal, desire, empowerment, self-actualization and so much more. Eluding the confines of a single genre, it offers the listener an array of sounds, from gritty hyperpop, to soulful balladry to glitchy ambience.The album is an eclectic feast of moods and genres, while retaining a cohesive sense of Nastiya Kai’s distinctive strength and potent, raw emotionality.
