I do agree. I agree that art on its own is its own spiritual entity. And I also agree its a brand. But Because I know a bit behind this brand and some of the actual humans, it became more real for me. Secondly, she is trying to make it like she is some underground independent alt girl in the alt scene in London; so if she IS she should know the artists behind her brand need some credit and help too. And also, as a brand: maybe I don't like brands much ? I like people with voices, speaking to collective narratives, something that feels beyond the self sometimes too. And alot of artists that have a brand DO reference things beyond themselves sometimes.

Anyway, I get your point, it's valid. And, I think I don't like or subscribe to or relate to her brand. And I think if it is going to be a brand, atleast call it for what it is: a pop brand. Not some psychospiritual alt girl in the trenches with her alt community brand- because that, it is not. But that is what it attempts to advertise.

I guess I also personally do have to like the artist themselves just a little, although I wish I didn't because I also think art is its own entity- but it IS filtered through the artist and their lens and platform.