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Not to be confused with MXMT.

mxmtoon
mxmtoon performing in September 2019
mxmtoon performing in September 2019
Background information
Born (2000-07-09) July 9, 2000 (age 24)
Oakland, California, U.S.
Genres
Instruments
Years active2013–present
Labels
Websitemxmtoon.com
YouTube information
Also known asMaia
Channel
Genres
Subscribers930 thousand[4]
Total views132.47 million[4]
100,000 subscribers2018
Last updated: 24 Dec 2022

Maia[a] (born July 9, 2000), known professionally as mxmtoon,[b] is an American singer-songwriter and YouTuber. Her music is characterized by emotionally transparent, confessional lyrics, and often employs the ukulele. She released her first EP, Plum Blossom, in 2018; her debut album, The Masquerade, was released in September 2019. This was followed by the twin EPs Dawn and Dusk in 2020, and second studio album Rising, which was released on May 20, 2022.

Maia began self-releasing songs in secret in 2017, before the size of her online presence became too substantial to conceal. In addition to involvement with music, Maia is a streamer on Twitch,[7] has made a podcast,[8] and has released two graphic novels. She has collaborated with artists such as Cavetown and Chloe Moriondo, and resides in Brooklyn, New York City.

Early life

Maia was born on July 9, 2000,[9] in Oakland, California. She grew up near Lake Merritt.[10][11] Her mother is Chinese-American, and her father is German and Scottish.[10] While at school, she enjoyed taking art and architecture classes.[10] She became interested in music from a young age; her brother took violin lessons, and in first grade, Maia joined him. A few years later, she began playing classical cello and trumpet.[12]

In fifth grade, she auditioned for her school rock band.[2] Expecting to audition for cello, she was instead asked to sing Oasis' song "Wonderwall", and ended up joining as a vocalist,[13] where she recalls singing "The Middle" by Jimmy Eat World.[5] In sixth grade, she began playing guitar, learning in part from her father.[12]

Maia first coined the name "mxmtoon" on her Instagram account, where she drew cartoon sketches.[5] She started a YouTube channel in September 2013, and began playing the ukulele in middle school.[14] She wrote her first song at age 13.[15]

Career

2017–2018: Plum Blossom

Maia began self-releasing songs on YouTube under the online alias "mxmtoon" in 2017. The alias "mxmtoon" is derived from her initials.[16] She recorded with GarageBand in her parents' guest bedroom,[17][18][19] and created percussion tracks with found objects such as hair straighteners.[20] After initially attempting to write comedy songs, she began writing in a confessional style.[20]

Her 2017 collaboration with lo-fi producer Peachy, "Falling for U", reached nearly 40 million streams on Spotify by June 2019.[14] Maia began secretly releasing music to the public, but was later compelled to tell her friends and family after experiencing rapid online growth.[21] In 2018, Maia released her debut EP, Plum Blossom; the EP gained more than 100 million streams on Spotify by August 2019.[18][22]

After high school, Maia took a gap year by postponing college to focus on her music.[23] She was planning to study architecture after graduating from high school, until her music went viral in April 2018.[24] In November 2018, she announced the "Plum Blossom Tour", for March 2019. While it was initially scheduled for five US shows with fellow Californian singer-songwriter Khai Dreams in March 2019, it sold out and was extended to include additional concerts in North America and Europe,[18][25][26] including opening appearances for bedroom pop YouTuber Cavetown.[14][27][28][29][30]

2019–2021: The Masquerade, Dawn, and Dusk

Main article: The Masquerade (album)

Maia's debut studio album, The Masquerade, was released on September 17, 2019.[21] The album peaked at number 45 on the US Indie Albums Chart.[31][32] "Prom Dress", the lead single, found considerable usage on social media platform TikTok, where it has been used in over a hundred thousand videos.[24] The album's release had been accompanied by 21 Days, a podcast in audio diary format by Spotify that concerned Maia's activities while working on the project in New York City.[33][34]

Maia embarked on The Masquerade Tour, of North America and United Kingdom, in the same month of the album's release.[35] She released her first graphic novel, The Adventures of Mxmtoon: The Masquerade, in October 2019.[36][37]

On November 2019, Kobalt Music Group announced that they would be signing Maia to their label under a global publishing deal.[38][39] Emily Bines, a senior creative director at Kobalt, said, "Mxmtoon is exactly the type of forward-thinking creative that we dream about working with at Kobalt. Her vision, matched with her team's passion to bring it to fruition is unwavering. We will be hearing from Maia for a long time to come."[40]

Maia released The Masquerade (The Edits) three days later. The EP features remixes from songs on The Masquerade from artists like Chloe Lilac, Alexander 23 and Chloe Moriondo.[41] Maia was featured in Dork's Hype List of 2020, alongside artists including Girl in Red, Beabadoobee and Maisie Peters.[42][43]

In December 2019, Maia re-recorded the song "Prom Dress" in Simlish, the fictional language used in The Sims games. The Simlish version was added to The Sims 4 on December 12, 2019.[44][45] A week later, she released the music video for "Unspoken Words", the first song in The Masquerade.[46][47]

Maia released her first single of 2020, "Fever Dream", in January.[48] "Fever Dream" was followed by EP Dawn in April; accompanying album Dusk was released in October, and was soon amalgamated with Dawn to form album Dawn & Dusk.[49]

In March 2021, Maia was announced as the singing voice for Alex Chen, the protagonist of the Square Enix game Life Is Strange: True Colors.[50]

2022–present: Rising

In February 2022, Maia announced a North American tour for her then-upcoming album Rising, entitled "rising (the tour)". It was indicated that fellow musician Chloe Moriondo would be joining her for the tour.[51] She also released "Mona Lisa", which served as the lead single for the album. Further tour dates across the United Kingdom, Europe, and Australasia were announced in the following month, with Ricky Montgomery accompanying her on European and British touring dates.[52]

Rising was released on the twentieth of May, after releases of singles "Sad Disco", "Victim of Nostalgia", and "Coming of Age".[53]

Public image

I can be as ridiculous as I want but I can also be an emo teenager and people like both sides.

— mxmtoon, [20]

Maia has been credited in NPR criticism as having an "endearingly intimate presence".[54] The singer-songwriter's[55] music has been described as "warm folk-pop tunes with acoustic ornamentations",[28] "one part acoustic-pop a-la Kina Grannis, mixed with sharp lyricism and avant-garde, off-kilter melodics akin to Fiona Apple or PJ Harvey",[56] that "explore[s] themes such as the trials of love, being a burden to those close to you, and connecting with your family's heritage."[19][18] Joshua Bote of Paste wrote that Maia "might be the songwriter a new generation needs", noting that she is "made for these times" and is "armed with a ukulele, a sardonic charm and social media savvy."[57]

Grant Rindner of Nylon wrote: "With a commitment to covering topics she rarely hears addressed by other artists, and a keen understanding of how to bond with her audience, she's emerged as a charming and relatable singer-songwriter with a massive platform."[58] After attending Maia's performance at the Gramercy Theatre, Briana Younger of The New Yorker wrote, "She sang of routine high-school problems, such as crippling self-doubt and unrequited love, with an emotional sophistication that reminded us that there are some things we never outgrow."[59] Joe Coscarelli of New York Times has compared Maia's bedroom pop style to that of Girl in Red, Clairo and Beabadoobee, as well as the folk-pop "simplicity" of Regina Spektor and The Moldy Peaches. Her manager, Max Gredinger, has presented her with Billie Eilish and Shawn Mendes as models for potential super-stardom.[5]

Coscarelli wrote: "Maia, who overflows with earnestness and giggles, has assembled an independent, D.I.Y. mini-empire almost by accident."[5] Bote described Maia as "really, really good at the internet".[57] Maia makes comedy videos on the video-sharing platform TikTok where she has amassed 2.2 million followers and 88 million likes as of September 2020.[60] To date, she has made appearances on Vine, Tumblr, Facebook, Twitch, Snapchat, Bandcamp, Pinterest and SoundCloud as well as TikTok.[5] Her music has been streamed over 300 million times across all online platforms collectively.[61]

Artistry

Influences

Maia has cited Arctic Monkeys, The Black Keys, Sufjan Stevens and Elliott Smith as her influences.[62] She also has credited inspiration from strong female artists, such as Clairo.[63]

Personal life

Maia identifies as "a young bisexual woman of color from a family of immigrants"[18] and currently lives in Brooklyn, New York, where she writes, records, and produces her own music from her home that she shares with her younger brother.[19] She graduated from high school in 2019.[64] In Maia's youth, her parents played R&B and hip-hop, including Salt-N-Pepa and A Tribe Called Quest, which she still listens to "for nostalgia".[10]

Discography

Mxmtoon discography
Studio albums2
Compilation albums1
EPs8
Singles30

Studio albums

Title Details Peak chart positions
US
Heat.
[31] 		US
Indie
[32]
The Masquerade[65]
17
45
Rising[66]
  • Released: May 20, 2022[67]
  • Label: Self-released, AWAL
  • Format: CD, LP, cassette, digital download, streaming
 – –

Compilation albums

Title Details
Dawn & Dusk[68]
  • Released: September 23, 2020[69]
  • Label: Self-released, AWAL
  • Format: LP, digital download, streaming

Extended plays

Title Details Peak chart positions
US
Curr.
[70]
Plum Blossom[71]
  • Released: December 7, 2018
  • Label: Self-released
  • Format: CD, cassette, digital download, streaming
 —
Plum Blossom (The Edits)[72]
  • Released: April 26, 2019
  • Label: Self-released
  • Format: Digital download, streaming
 —
The Masquerade (The Edits)[41]
  • Released: November 22, 2019
  • Label: Self-released
  • Format: Digital download, streaming
 —
Dawn[73]
  • Released: April 22, 2020
  • Label: Self-released, AWAL
  • Format: Digital download, streaming, cassette
 —
Dawn (The Edits)[74]
  • Released: July 24, 2020
  • Label: Self-released, AWAL
  • Format: Digital download, streaming
 —
Dusk[75]
  • Released: October 1, 2020
  • Label: Self-released, AWAL
  • Format: Digital download, streaming, cassette
 —
Dusk (The Edits)[76]
  • Released: February 19, 2021
  • Label: Self-released, AWAL
  • Format: Digital download, streaming
 —
True Colors (from Life Is Strange)[77]
  • Released: September 10, 2021
  • Label: Self-released, AWAL
  • Format: Digital download, streaming
 83

Singles

As lead artist

Title Year Peak chart positions Certifications Album References
MEX
Air.
[78]
"1-800-DATEME" 2017 — Non-album singles [79][80]
"Life Online" —
"Please Don't" —
"Hong Kong" —
"Stuck" —
"Birdie" —
"The Sideline"[81] —
"The Idea of You" — Plum Blossom
"Feelings are Fatal" —
"Cliché" —
"I Feel Like Chet" 2018 —
"Porcelain" —
"Temporary Nothing" —
"Don't Play Your Card" — Non-album singles
"My Way" 2019 —
"Prom Dress" — The Masquerade
"High & Dry" —
"Seasonal Depression" —
"Blame Game" —
"Dream of You" —
"Fever Dream" 2020 — Dawn
"Quiet Motions" —
"Lessons" —
"Bon Iver" — Dusk
"OK on Your Own"
(featuring Carly Rae Jepsen)[83] 		—
"Creep" 2021 — True Colors (from Life Is Strange)
"Mona Lisa" 2022 — Rising
"Sad Disco" 23
"Victim of Nostalgia" —
"Coming of Age" —


Title Year Certifications Album/EP
"Falling for U"
(Peachy! featuring mxmtoon) 		2017 Non-album singles
"Maybe I Shouldn't"
(Mochi featuring mxmtoon)
"So Mean"
(Afternoon featuring mxmtoon, Samsa & Love-Sadkid)
"We Used to Talk Like Every Night"
(Isiah A. featuring mxmtoon) 		2019
"Walk but in a Garden"
(LLusion featuring mxmtoon) 		2020
"Pride"
(Noah Kahan featuring mxmtoon)
"Queen"
(G Flip featuring mxmtoon) 		2021
"Line Without a Hook" (Remix)
(Ricky Montgomery featuring mxmtoon)
"Prairies"
(BoyWithUke with mxmtoon) 		2022 Serotonin Dreams

Bibliography

Graphic novels

  • The Adventures Of mxmtoon: The Masquerade (with Ellie Black, Self-published, 2019) ISBN 0-578-55170-5
  • The Adventures Of mxmtoon: Dawn & Dusk[84]

Awards and nominations

Year Organization Award Work Result Ref.
2019 Dork Hype List 2020 Herself Included [42]
2020 NME The NME 100 Included [85]

Tours

Headlining

  • Plum Blossom Tour (2019)[86]
  • The Masquerade Tour (2019)[35]
  • dawn & dusk Tour (Cancelled)[87]
  • rising (The Tour) (2022)[88]

Notes

  1. ^ mxmtoon does not disclose her full name for privacy reasons.[5]
  2. ^ /ɛmɛksɛmˈtuːn/ em-ex-em-TOON; the name "mxmtoon" is derived from Maia's initials, MXMT.[6]

References

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