Found in the Inbox: Mimi Knowles Chooses to Be “Better”

Mimi Knowles has a new outlook on life, and the Rive Video Promotion campaign for “Better” says it shows. The Provo soul and hip-hop artist, originally from Maine, stepped up production and released three videos in three weeks, averaging 66,000 views each across Facebook and YouTube, about 200,000 views in a month.

Beyond the stereotypes

The campaign calls Mimi the first heavy hitter in the genre from Utah, with music that reaches well past the state’s stereotypes and takes on religion, race and relationships. Pop songwriting with funk and hip-hop production has landed opening slots for Andy Grammer, Boyz II Men, Carrie Underwood, T-Pain and Us the Duo. “I don’t want to live in a world where my music is defined by genre,” Mimi says. “I just want people to hear my stuff and say that’s a killer song.”

A verse on Center Street

“Better” came out of a personal reckoning. “I found what impeded me the worst was this idea that I’ve already done so many bad things, why try to be better?” Mimi says. “One night I was walking around Center Street and 100 W just singing to myself – as I so often do – and I sang the first verse of ‘Better.’ Like exactly as it’s written today, verbatim.” The lesson: “I’ll never be perfect, but I can be better. Since then, I’m just trying to be a better Mimi than yesterday.”

Why it was in the inbox

Few songs are this plain about what they are for. “Better” is a resolution set to a groove.

Watch the official video

Quotes and release details from Rive Video Promotion’s campaign for “Better.” This feature updates Exposed Vocals’ original October 2016 post.