Viral sensation Sophie-Maude joins forces with Devilskin’s Nic Martin

• Sophie-Maude, 21, went viral after gaining more than 50 million online views.
• She teamed up with Devilskin’s Nic Martin, 29, to enhance her live performances and songwriting.
• The duo highlights how viral videos help artists connect with niche audiences and break barriers.

Singer-songwriter and viral video sensation Sophie-Maude, 21, and Nic Martin, 29, drummer for New Zealand heavy metal band Devilskin, might seem like an unlikely duo, but their collaboration is anything but random.

Tauranga’s Sophie-Maude found fame at 15, when a video of her was viewed more than 50 million times online.

“I saw it absolutely take off,” Martin said.

Their paths crossed after Martin’s fiancée was hired as Sophie-Maude’s make-up artist. Not long after, Sophie-Maude secured new music funding from New Zealand On Air.

Martin said the two come from vastly different musical backgrounds.

“But then there is so much in common,” he said.

When Sophie-Maude visited Martin’s home in Pāpāmoa, a conversation with her mother, Sarah-Maude’s “mumager”, sparked plans to assemble a live-performance band for the rising star.

Determined to shed the polished, pop-star image she had outgrown, Sophie-Maude said she wanted to bring more authenticity to her performances.

“I grew up with pop songs and anything sparkly,” she said.

Since debuting on Spotify in 2020, Sophie-Maude has climbed to the top of the NZ Hot New Singles Chart on ZM, featured with bands Blindspott and A Perfect Storm, and has released six singles.

Martin and Sophie-Maude sing and strum up a storm.

Martin, a cornerstone of New Zealand’s rock and metal scene, now mentors Sophie-Maude in songwriting and music production.

“It’s been cool talking to someone directly who’s been in the music industry for a long time,” Sophie-Maude said. “Just to hear his experiences.”

The explosion of viral videos has transformed how artists reach audiences, which Martin acknowledged is very different from when Devilskin first broke into the scene.

“It’s breaking down the barriers and helping artists reach their niche audiences,” he said.

Still, Martin warned that virality alone isn’t enough. Without a clear strategy, he said artists might struggle to sustain momentum.

“It’s always been a challenge because there is always competition.”

Sophie-Maude admitted she would have handled her viral moment differently in hindsight.

The now-famous video that launched her career featured a then-15-year-old, home-schooled Sophie-Maude inhaling helium and singing Ariana Grande’s High. After seven deep puffs, she passed out and had full-body convulsions—a moment that quickly caught the attention of media outlets like LADbible.

“It’s been a huge learning opportunity,” she said. “It made me learn a lot more about algorithms.”

Now, during Aotearoa Music Month, both artists are focused on new projects. Martin is preparing to tour with Devilskin later in May, while Sophie-Maude will perform an acoustic cover of an iconic Kiwi song, yet to be revealed.

Despite lacking industry connections and navigating life with ADHD and autism, Sophie-Maude is determined to succeed on her own terms.

“I think my neurodiversity is definitely a superpower,” she said.

She said the structure of a traditional job wouldn’t suit her.

“Or anything to do with maths,” she said.

For Martin, working with Sophie-Maude is a rewarding reminder of where he started - joining a band at 15 and learning the ropes largely on his own.

“I’ve learnt so much from [Devilskin] and our manager, but there was a lot I had to figure out on my own.”

The music industry in New Zealand presents its own challenges, particularly for independent artists, Martin said.

“It can feel like this constant weight on your shoulders - like pushing a boulder up a hill.”

Sophie-Maudes’ work ethic gives her an excellent chance of overcoming this weight, Martin said.

“She is so receptive, and I can tell she’s so passionate and genuine about this pursuit.”

The duo have a working track in development, but no release date or name as yet, Sophie-Maude said.