What So Not
2021 marks the 10-year anniversary of What So Not. For Chris Emerson, the creative at the heart of the project, it is a time of realization and research, rethinking and renewal.
It would be easy for the Australian producer and DJ to stay sequestered in What So Not's significant accomplishments, not the least of which are surpassing one billion global streams and collecting Gold Plaques. Instead, Emerson scaled back his touring to get re-centered as a person and refreshed as an artist. He immersed himself in an artist community, absorbing a variety of creative stimuli and exploring new ways of expressing himself.
The first decade of What So Not revolved around high-profile collaborations, headlining tours and major festivals across the globe, not to mention creative artistic achievements. The second decade of What So Not starts with reflection and revitalization, and new innovations from the ever-shifting Emerson.
In 2023, the world witnessed a highly anticipated and well received nostalgic trap anthem collaboration entitled 'Uh Uh' with fellow Aussies SLUMBERJACK. The track saw immediate support through the form of dozens of editorial playlists and heavy fan interaction. The trap anthem, released via Jadū Dala, bears proof that while What So Not is capable of taking his sounds in new directions, he is still a dominant force in the trap and bass scene.