A Wee Blether With... Matty Hyndman

The Edinburgh-based artist and activist creating a storm on social media

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You're originally from Northern Ireland. What brought you to Scotland?

I came to Edinburgh and studied film and media at Queen Margaret University. I was in London for six years, and now I've been back for four years. The year before we moved back, my partner and I found ourselves in the Highlands 10 or 12 times. It was like a magnet being drawn back. We realised we miss it and want to be here.

How did you get into social media?

I've worked in marketing for 10 years and I was always creating content. It was more like creative campaigns for charities and NGOs — content for other people. I did want to do it for myself, but there was always this cringe. Then I saw this video and it was like, “Success lies at the other side of cringe”, and I thought “Screw it” and I started.