Wilmington, Delaware's The Ladybug Festival, is the nation's largest celebration of women in music. In celebration of this year’s festival, which took place (online) on June 29th, Women Crush Music spoke to some artists from the incredible line-up. 

First up in our series celebrating the success of women/womxn in music, is  Delaware’s own Hoochi Coochi. Mixing genres like blues, soul and adding a touch of indie,  Hoochi Coochi have performed at the festival for the last three years, and evolved from a duo to a quartet consisting currently of, Danielle , Chelsea, Michael, and Mark  In conversation with Danielle, we delve into the band’s journey, their thoughts on online and livestream concerts/festivals and the piece of advice she’d give women in the industry. 

Tell me about your music and your journey so far! 
I started singing in church when I was a little girl. My mother would sing in church and I loved watching the crowd react to her and the energy it brought. I've always felt music was a way for me to give back to people. I started making rap music with my cousins when I was in high school. We got pretty popular but I feel I really found my voice in music when I started singing soul, blues, and funk music in Hoochi Coochi in 2015.

What was your reaction when you were added to this year’s lineup at the Ladybug Festival? 
I was excited! I had applied for my band before I had worked with Gable Music Ventures so it was even more exciting to watch and help bring the entire thing together. We've played the festival before when it was in the city of Wilmington and it's a highlight of our summer every year.

 What’s most exciting about this year’s festival particularly as it’s been moved online?
I'm excited for the possibility to reach a larger audience and from anywhere in the world. One of the artists, Luanna Exner, is from Brazil so her fans over there will buy tickets and then be exposed to a large group of American female fronted bands and musicians. It's hard to get opportunities like that!

What are your thoughts in general about the trend of livestream concerts and festivals? Do you think this trend is here to stay as a part of the music industry? 
My band always has a good time together no matter if there's 2,000 people in the audience or 2 so playing in front of a cell phone or tablet didn't bother us so much. After not playing out for a couple months then we began to miss the energy of the crows. Live streams can be a bit weird and awkward for musicians but I can definitely see the upside. People who aren't willing are unable to come see us play in dive bars or don't like the large crowds of big festivals can enjoy some top notch entertainment. Now that there's a market for it, it would be foolish to not participate if you're a working musician. 

As a woman in the industry, what are some challenges you’ve faced particularly when it comes to playing festivals that Ladybug has helped break down through their efforts?
I've used the fake male manager trick when sending and receiving emails, I've been sexually harassed by sound guys, I've been told my band was pretty good for a female fronted band. Now that I'm a bit older and experienced I'm not looking to be a part of anything that doesn't value me. I would rather spend my energy and share my gift with people who love what I do want to focus on creating spaces that are all inclusive. 

What’s one message or piece of advice you’d give other women who are trying to find a place in the music industry?Never lose sight of the reason you make music. If you want it to be your main source of income that's fine. If you want to create music to share with your community that's fine. If you want to make music to never perform and only play in your basement with friends that's fine. If the reason you make music changes that's fine too!  Trying to be something or someone you're not will ruin a good thing quickly. 


Who are your personal inspirations? 
My mother singing powerful old school gospel is my first true inspiration! I draw mostly from her and icons like Jimi Hendrix, Sister Rosseta Tharpe, Prince, and Koko Taylor. Not musically related Anthony Bourdain. Although not a perfect man I truly admired the way he approached life and how he was able to connect with so many people from so many different backgrounds and beliefs. 
 
What are your future goals? 
I plan on putting out new music this year but I try not to set goals to be honest. I just want to focus on doing what I love while I'm able to do it. This whole Covid-19 thing really put in perspective that anything can change at any time and it's so important to focus on the here and now. 
 
Artists/ Lineup included : 
 
Keri Hilson, Larkin Poe, Vanessa Carlton, KT Tunstall, Mary Lambert, Kechi Okwuchi (America's Got Talent), Evie Clair (America's Got Talent), Morgan James, Taimane, Lauren Ruth Ward, Asia Sparks, Kalie Shorr, Singing OUT ft. Crys Matthews and Heather Mae, LUANNA, Alicia Goku, Victoria Theodore, The Accidentals, Carsie Blanton, Gina Chavez, Nicole Zell, Eljuri, Lauren Jenkins, Willow Hill, Jessica Latshaw, Victoria Watts, SIRSY, Shannon Arianna, Alisabeth Von Presley, Nya-Jolie, June Divided, Soraia, Joy Ike, Jenny Leigh, Angela Sheik, Akilah Divine, Aubrey Haddard, Hoochi Coochi, Zookie Baby, LULLANAS, Tara Hendricks, Taylor Kelly, Toiné, FRUUT, Maya Belardo, The Upstarters, Lauren Kuhne, Alyssa Garcia, Lefty the Greatest, Eleanor Two
 
Ladybug Festival 2020 was supported by Girls Behind the Rock Show, Guitar Girl Magazine, Interiorstate, and Soundgirls. Follow the festival’s Instagram for highlights and more.  

Find out more about Hoochi Coochi here


Written by Malvika Padin

Malvika Padin is an Indian-origin freelance journalist, editor and publicist based in the UK. An NCTJ-qualified journalist with over 450 by-lines and a lover of all music,  you can get in touch with Malvika on malvikapadin@gmail.comif you’re looking for PR plugs, write-ups  and any other collaborations  

Music videos that tell the story of how POWER is positive and how it should be infectious tops the list of the best inspirational pieces.  So, I was honored to get the opportunity to chat with an artist who is creating content like this.  Charley Young has released an official video to complement her single “Your Fire” and it is starting a dialog as it is made entirely by women while it shines the spotlight on women.  And what makes this artist so appealing is that SHE is not only a singer, songwriter, and producer, she is also an athlete, an actress, a Mental health advocate, and a survivor of anorexia nervosa and depression, so when she puts pen to paper and writes a song about women having POWER,  she is not preaching to the choir, she IS the choir.  In this interview, you will get to explore the themes behind the song and video and learn about the artist herself – this week on #WCM #FeatureFriday! 

Being an actress and a singer in the entertainment industry, a woman must display her power in varied ways, often choosing to quiet the “FIRE” so speak so as to not offend anyone.  Have you ever had to do this and when did you feel “I’ve had enough?” 
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I spent a lot of my young adult years “quieting” my fire. I had anorexia from the age of 11; it was really a way to “erase” myself. About the same time I turned the corner in my battle with anorexia, I decided that I was tired of trying to quiet and harm myself. I decided it was time to honor myself, flaws and all. I still struggle in honoring myself from time to time, but I know that I am a work in progress and have come a long way in the past few years.

Awesome!  I like how you state that you made the decision to “honor” yourself; so many females need to access this option on their mainframe board so to speak – that it’s okay to honor yourself. You have what I like to call a nostalgic powerhouse in a perfume bottle appeal when it comes to your style and music - much like the female artists back in the day:  Joni Mitchell / Madonna, were you always this way artistically?

Oh! I love both of those words, especially together, KiKi!  I guess I have always been this way- I feel it is so hard to assess yourself accurately. But, I have always listened to and drawn inspiration from artists from the ‘80s and ‘90s (I have also listened to artists from the ‘60s and ‘70s too) and have always been inspired by strong women who have something to say.

​I’ve listened to your music, a great collection by the way.  Many of your songs have a natural theme, and while female inclination is natural, not every female can find her own strength, so what made you take the women empowerment route this direction this time around for “Your Fire?”

Thank you so much for listening! Nature is definitely a big inspiration of mine and I feel very connected to it. The decision to center the video around female empowerment came out of my conversations with my friend and director/cinematographer of the video, Emilia Mendieta Cordova. We started discussing the concept for the video around the time of this year’s Academy Awards. Natalie Portman’s decision to wear a cape honoring female directors who were not nominated really inspired both of us. We thought, “We love this idea. How can we bring even more exposure to these women in behind-the-scenes roles that are traditionally filled by men?” Emilia asked the ladies to join our project. I even got Emilia herself on film (she hates being on camera, but she deserves to be recognized!). 

A great observation Charley, as women are overlooked on-screen and behind the camera, so this concept works on so many levels.  The video for “Your Fire” is spot-on fab!  It has commercial appeal, but it is obvious that “commercial appeal” was not the only motivating factor behind the video as it does not contain animated characters; there are real women expressing real emotions showcased in the video.  How did you come up with the concept?

After having the discussion with Emilia about empowering females, I left her to come up with the pitch deck. We always discuss general aesthetic ideas, but we have been working together so long she really knows me and what I am going for. We are usually on the same page. I completely trust her creative instinct and direction. Ella Thompson who is featured in the video came up with the storyboard which was exciting to see too! 

Yessss!  So, society (especially the music industry) will see why the tag under your official video reads “By Women. Highlighting Women. For Women” which is so great.  This is an all-female led music video – we have not seen this in music for a minute.  Can you expound on the process – how did you get all these bosses to come on board this project?

I am truly blessed to have a wonderful friend and longtime collaborator in Emilia. She is the one who deserves the credit for getting these awesome women on board. She has worked with all of these women and I trusted her to invite women who would be inspired and supportive of this project and its message. I met so many of these wonderful women for the first time that day!

I think that it is great that this is also showcasing how us women have to have trust amongst each other as well, as you have illustrated between you and Emilia.  And regarding the end-product, this song and video are cathartic and can be a catharsis for the masses who are muted today.  What emotion were you trying to evoke with the video?

Pure, unadulterated CONFIDENCE. I am tired of having to apologize for being a strong female. I am tired of feeling like I can’t do something because of being a female or whatever other limitation is forced upon me by society. I wanted people to watch me and this wonderful cast of women and to feel EMPOWERED. I wanted the audience to see all these different females doing different things and to think to themselves, “Wow. I can let loose, be myself, and perhaps do something that I have never considered before.”

Were your target audience young women, all women, or society as a whole?  I ask this because, from the first note, “Your Fire” fueled my fire, but I know it will resonate with many genders.

My target audience was all women, but especially adult women. I think it is important to inspire young women and I strive to, but there are so many adult women who feel lost and uninspired. I feel like they are quiet because there is this unspoken rule that by a certain age women should be married, have families, and follow a certain path. I feel that many women follow a path blindly then one day wake up and have no idea who they are because they have done what society has told them a woman should do. I want these women to know that I see them and support them. Although the video is dedicated to all women, my music as a whole, including this song, is dedicated to all those who feel lost and unheard. I want them to know that I have felt that way and still do sometimes. I want them to know that it is okay to feel that way and to let them know they have support. Your life can look different than what society expects.

Agreed – 100%  And, since your video is being picked up by female influencers, have you received any feedback from those women, and would you like to drop any names?

All of the feedback I have gotten from men and women alike has been overwhelmingly positive. I am surprised at how many different people have enjoyed the video. For me, the best part of being an artist is receiving personal messages from fans telling me how much a song and/or music video has helped them, inspired them, or spoken to them in some way. 

Is your video a part of a campaign?  If yes, please share the details as #WCM loves helping to share the story of female artists.

It is not at the moment, but I would love for it to be picked up by an organization to help empower women of all ages!

It’ll happen.  What nonprofits are you currently working with?  Give them a shoutout so that #WCM’s readers can look them up and support them.

Like most artists lately, I have been doing live streams. Recently I did a livestream concert with my band which raised money for a wonderful nonprofit called Joyful Heart Foundation. It’s a great organization that supports survivors of sexual assault, domestic violence, and child abuse. You can support them here!

Charley, thank you for being so unapologetic while standing in your truth and honoring yourself, which in turn honors ALL women!  If a picture is worth 1000 words, then a video would be worth millions, right?  This video is worth it!  “Your Fire” is speaking volumes and unleashing power that competes with the sun!. Pure, unapologetic props to women who are strong, giving strength, and supporting one another.

 CONNECT WITH CHARLEY : 

Charley Young, Singer, Songwriter, Live Performer | New York, NY
Charley Young - Home
Charley Young (@mscharleyyoung)
Charley Young (@mscharleyyoung) • Instagram photos and videos


Written by Lakisha “KiKi” Skinner :

Lakisha “KiKi” Skinner is a USA-based Indie Music journalist and freelance writer who has been crowned a “word-craft artist” by her global following of Independent music artists. She is a part of an Alt. Rock band and is the owner of Klef Notes entertainment business blog.  Lakisha has been the editor for a Backstreet Boy and has been featured on Dr. Jimmy Star’s blog.  If she is not crafting words, you can find her buying another pair of shoes to place in her over-cluttered closet.  You can read her work at www.KlefNotes.com and find her on https://twitter.com/The0riginalKiKi.

Ámaris Wen is an impressive singer, songwriter and producer who calls London home. Fresh off the release of her newest album Dream World, we got the opportunity to catch up with her and learn more about her new music, her inspirations, and what she’s looking forward to in the future!

What is your personal favorite track from Dream World?

“Too Sad” is my favorite track on the album! It was one of the first tracks of the album, and one of the first songs where I really allowed myself to be vulnerable with the lyrics. It sort of defined the rest of the album.

What song was the most difficult for you to write on Dream World? What do you think made it the most challenging?

That’s probably “Without You” though I didn’t have to write that many lyrics for it! It’s a song I wrote when I was in Europe for a short time, and then couldn’t return to London because of the lockdown. The song sort of is about me missing the city, but somehow I couldn’t find the rhymes. What helped me was to put myself really into this situation and observe what emotions emerged. Also, for the song “Sunsets”, we had wanted to go outside to record some samples, but because of social distancing, that didn’t work out. So, we were in the studio, and I had the idea to record samples using algae sheets – which were actually eaten, later – and we recorded the drumming of fingers on a chair and this is the snare that you hear in the final song.

Who are your top three female inspirations in the music industry? Why?

Oh, there are so many! But Mariah Carey has probably been my biggest inspiration since I’ve been little. “When you believe”, her duet with Whitney Houston, was the first record I ever had, when I was in primary school. My cousin had watched the movie The Prince of Egypt with me, where the song was featured – she works as a flight attendant, and was always busy, so being able to see her was always exciting – and since then I was really inspired by Mariah‘s music. Mary J. Blidge also has been a huge influence on my music when I first got started, I think her lyrics are so meaningful and unique. Then, Etta James’ music was really inspiring to me when I started writing songs.
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In your opinion, how has living in London influenced your music?

When I moved to London for the first time, I lived in Camden, which has this amazing buzz and energy. I loved Camden, because it’s so vibrant. I think that music evolves, and I guess after moving to London my music sort of evolved alongside with me, because I evolved. I love stories and cities, and every district has its own stories. I think that experiencing new places really allows us to be inspired!

What is your favorite part about writing / releasing an album? Your least favorite?

That’s probably the writing and recording itself – and everything that gives me an excuse to get outside, such as filming music videos or researching. As for what I’m not too crazy about when recording an album, I think people sometimes don’t realize this, but a lot of work on the days leading up to a release is actually spent with charts and schedules. Even when I was managing playlists for a major record label for a brief period there were still lots of charts involved! But I’m grateful that I can do what I do, and this is just something that is part of producing an album.

Writer's block - everybody experiences it at one point or another. What helps you break out of a block?

If I had discovered what helps against writer’s block then I’d have probably written a million songs! I feel that I get inspired quickly, but I still have writer’s block sometimes. Most of the time, I just try and do something completely different – such as going outside, running – or I try to get inspired again, by listening to music, or going to a museum. It might sound funny, but last time I experienced writer’s block and I couldn’t go outside because of Covid-19, I built an artificial city in the video game Cities: Skylines. That really helped me to get inspired again!

What is the main message you hope people take away from your album?
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Dream World is about new beginnings and about letting go, so the message I wanted to share was that you have to move forward, and therefore create your “dream world”. 2020 has been crazy so far, and whether we’re talking about inequality, racism, or the environment, it all results in having to change things, to work together, and to create the world that you want.

Stream Dream World Now!  Connect with Ámaris below:
Website|Instagram|Twitter|Spotify|YouTube

Interviewed  by Jenn O’Hagan :
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From event coordination and marketing, to community management and performing, the PR Director of Cyber PR , Jenn has glanced behind-the-curtain in many areas of this industry. Well-versed in all things Cyber PR, Jenn works with artists to identify if they’re a perfect fit for our company and if so, which services will be the best match. Find out more about Jenn and Cyber PR here.

Breaking through an oversaturated market as a female artist is no easy feat. In the past, there was a common misconception that female artists could not rely on musicianship alone.  We were subject to sexist ideals, instructed to act, look and perform in a certain way in order to get more likes and streams.  I personally love the Japanese spa style look but too often it’s ‘suggested’ that I wear tighter clothes that will be ‘flattering on my body’.

More recently, however, there’s been a growing culture of rebellion amongst female artists; led by the likes of Billie Eilish, Tones & I and Sia.  Women in music are now refusing to conform to an ideal archetype. But despite this newfound artistic freedom, there’s a new challenge facing us. 

As streaming technologies and social media allows for participation and promotion from all corners, a constant flow of music has crowded the once top-down space.  Whilst the appetite for new music (pre-lockdown) is apparent - last year, live music reached a record high in London - female musicians must nail the art of word of mouth marketing to successfully be able to cut through the noise. 

As a new musician breaking into the London music scene, the odds were stacked against me.  But, my ambition remained unfaltered. With not a single track released and a limited budget in tow, my band,  Les Flair, sold out a string of live shows across the UK, led by word of mouth alone. Which I’ve now come to realise, is the most powerful tool for females in music. 

Here’s my top tips for building a strong WOM foundation and translating hype into sales:

1) Targeted Marketing 
Our first live performance was at Old Blue Last London, a venue that, rightly put by Google, is known to attract a ‘trendy, young crowd’. 
As all new musicians know, first impressions are everything and we were committed to filling the 200 capacity venue. 
While creating hype is one thing; converting that interest into action (or ticket sales) is another.  We took a strategic approach, targeting the two types of audiences we knew would be most effective in driving organic word of mouth.
 
Firstly, we got into the minds of our potential new fans; the kinds of people who would take a chance on a new band. The ones always on a relentless pursuit to ‘discover’ new artists and would reject anything perceivably mainstream. We created a band poster using principles of visual attraction, and placed them in hipster hotspots - vintage shops, artisan coffee shops and indie book shops. We doubled up on the posters,  placing them along the paths to and from these locations; ramping up effective frequency. 

Our second mission was to identify and intrigue the social ringleaders, the people who attend the events, invite the friends and spread the word. We increased our invisibility around the places where people who love going out, hang out. 

2) User Generated Content 

To keep the initial momentum going,  we needed to put on a show that was going to get people talking, and simultaneously drive user generated content. Bored of the atmospherically dry shows we were seeing in small venues around London; we decided to create an immersive and share-worthy light show that appealed to millennial values. 

To accompany our performance we projected visual light patterns and provocative slogans on stage.  Loud and proud. No one does that in small venues in London so this really sets us apart from other newcomers.  The visual components of our performance facilitated a surge of user generated content across social media. This not only drove eyeballs to our social channels but also gave us social content which we used to promote upcoming shows.  

Female artists must not shy away from self promotion. Repeated studies have revealed women’s reluctance to self promote, scared of being perceived as ‘pushy’ or narcissistic.  We cling to the idea that our talents will speak for themselves and the more loud and proud we are, the less likeable we become. 

By playing into the powerful phenomenon of social proof, female musicians can reject these implicit biases.  Repost every audience video and use first hand quotes to reinforce the strength of your performance and music. 

3) Community and collaboration within the creative industry


Every musician knows the true value of community and collaboration. 

Whilst the first audience for any new band will most definitely include friends and acquaintances; new artists must contribute to activities that give way to earnt peer-to-peer recommendations.

Collaborating with fellow photographers, artists and musicians was a priority for us throughout our band formation journey.  We remained highly engaged with our network - both personal and professional - and cross promoted fellow creatives wherever possible. We worked with photographers from around Europe, such as Laura Cherry Grove, and prior to lockdown, spent a week in Sweden to write music with a producer we met on tour. 

Interpersonal skills are worth a thousand marketing campaigns and every act of collaboration will contribute towards your reputation as a female artist. 

Laying down the foundations of a creative word of mouth strategy can be a godsend for female musicians. After all, it was the primary force behind our sold-out live shows;  an achievement we’d been told was only possible through a label or management deal. 

Written by Lyron Haceon, Les Flair

Meeting at a friend’s studio party, Tel-Avivian singer, Lyron and Berlin-born multi-instrumentalist Kai, realised a shared boredom with the atmospherically dry live shows they were both finding in London. With Lyron’s background in post-punk bands, they found common ground in the realms of dark, synth-led pop music, interspersed with elements of unhinged-punk vigour. With a flair for showmanship, the pair coupled intense light displays and heavy basslines to create a powerfully potent live performance. Led by word-of-mouth, and without releasing a single song, they sold-out Shoreditch’s iconic Old Blue Last and booked a short run of dates across Europe.

​What does it mean to sound pink? Is it light? Curious? Fearless? Soft? Is the hue more of a cosmopolitan pink or a rose pink? Does it resemble the air of a summer sunset or the flush of feelings? Perhaps, it doesn’t need to be named, but rather, felt. The mixture of red and white; two things at play.

The Blush EP, a new set of four songs by singer-songwriter Amber Ais, use their dichotomies, two things at play, to craft catchy pop songs that seem to span across decades. “Shy” is actually about being the opposite.  “Miles Away” is an intimate story right in our ears, aided by a strong bass production track. “Fences” unique opening beat quickly changes into something unexpected.  And “Ready For U” harbors a 90’s sound but is being released nearly 30 years later. 

There are a few things to note as you dive into these “pink” songs and they are all head related: They will get stuck in your head. You will bop your head. And you will need some good headphones to appreciate the arrangements and the beats.

​“Shy” starts the bopping, alongside a HAIM style guitar. It’s a tune that could have had an alternative life on Songland where Ryan Tedder could put that finishing tiny touch on the chorus to take it one step further.  “Fences” draws us in with an affected guitar and bounce. The strumming guitar of “Ready For U” feels like a combination of the chords of the 90’s with the pop of the 2000’s yet released in 2020 and still manages to weave its way through both key changes and your head.

I left the Blush EP on as I bounced through some work. When it ended, I was eagerly waiting for the next tracks...and realized it had concluded with. “Oh. Is it done?” I asked to empty air.  Perhaps that is what pink is; bright, memorable, yet subtle. And certainly missed when it is gone. 

FOLLOW AMBER AIS

https://www.instagram.com/amber_ais/

https://twitter.com/Amber_Ais

https://www.facebook.com/amberaismusic/

​Written By  Michelle DeLateur

Michelle DeLateur is a Los Angeles-based photographer, videographer, self-taught guitarist, and Packer fan who's constantly on the lookout for new vinyl. She is also a contributor to No Film School and covers events for The Knockturnal. You can check her out on Twitter and Instagram at @mdelateur or view her work at delateurmedia.com.

The music industry has given us some great African American female Pop stars to create the soundtracks we live by through the decades and today:  Janet Jackson, Beyoncé, and Alicia Keys to name a few.  This week, we had the opportunity to speak with a new artist who is joining the ranks of the artists I just listed as well as carving her own trail of selfless integrity – her name is Amber Ais.  Ais is a singer, songwriter, musician from Boston, Massachusetts who just released Blush – an EP that is set to affect our emotions coloring them pink!  Just released today, Blush is available to listen to on all of Amber Ais’ platforms.  In this EXCLUSIVE interview, you will learn more about how Amber Ais is ready to make the music industry truly SEE black female artists, how she is adapting as a new artist with COVID-19 still lingering, and how Blush is more than just a title of an EP – this week on #WCM #FeatureFriday!  
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It is obvious, the music industry is not the way it used to be a decade ago – singles are released instead of full albums, streaming is the method to release music compared to physical CDs, etc., and social media is the typical platform to stay relevant instead of meet and greets.  What made you want to break out into the music industry? 

Ever since I was a kid I really just had this deep desire for music. I really loved to sing growing up and I would actually write songs at recess with my friends! Haha I was never athletic or really that smart but I just really had this goal inside of me to pursue music with my whole heart. I just remembered being in high school and being like I honestly don’t care about making money. I just love this thing so much. The music industry has definitely changed but I think what keeps it going are the artists that are true to themselves and aren’t just there to make money and be famous. 

Why did you choose to sing/write within the Pop genre? 

Well growing up I was only allowed to listen to Contemporary Christian music and Radio Disney/Disney Channel lol So my roots are definitely from that and you can hear those influences in my music!  I ended up going to Berklee College of Music for college and I realized that they put a lot of black women in boxes and tried to make everyone into a jazz or [R&B] singer but that was never me. I was always torn because it always felt like I wasn’t “black enough” because I didn’t sound like everyone else. I compared myself a lot and felt like I wasn’t talented enough to be there. But I just prayed and asked God to just help me be confident in the gift He gave me. There’s this verse in Ephesians 2 that says that we are the workmanship of God and He created us all specifically and uniquely for the good of the world. And I just realized that God made everyone different and I should just do pop music because that’s what I love so much anyway. Also there is no representation of black women in pop so I always wanted to have a lane where I could just do that and not just do what is expected of me.
  
It is great to see that you have a solid spiritual foundation to add to the focal muscle of your career in an industry that tends to be reckless.  Do you think the climate of the music industry has become better for the female artist? 

Definitely. I think some of the best artists and writers right now are women. Especially in rap. They’re killing the game right now. I hope it’s not just a trend but like it becomes normal to see women in music.  

I do not think it is a trend at all – I feel as if it is becoming cemented as the “norm,” but do you think the industry needs to evolve a bit more when it comes to African American female singers, because there are many stereotypes? 

Oh for sure! 100%! This is partially why I fight so hard for black women in pop. In college people would just say I sounded like Corrine Bailey Rae or Tracy Chapman just because I was black girl with a guitar and it would frustrate me because I didn’t sound like them at all. People just expect black women to either be like Beyoncé or Meg the Stallion. And while they are beautiful and confident women that’s not the only type of black woman there is. It’s almost like if you are black you’re just labeled as [R&B] or Soul or Rap and that’s it. It’s like we’re not allowed to do other genres even though black people really started a lot of musical genres.  
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So, so, true.  You said before, and I quote, that “as a black woman who does pop music there is never really space for us to be heard because we are often confined to the genres people "expect" of us. So I would love a chance to be a face of representation." This is a true testament, but with fellow brown, tan, and black female artists lining the charts as we speak, how do you plan on becoming the “face” of representation? 

I plan on doing that by being true to myself and not trying to be like everyone because of what people expect or want. I think we just need to let black women be versatile. And I remember growing up and feeling like there are no black girls who can’t dance and play the guitar like I do. I just don’t want a little black girl one day to feel like she’s not represented because she’s different.  

In listening to your EP, I could hear a genuine prowess to your voice, and I can also hear trend-worthy, Pop melodies and instrumentation similar to Arianna Grande and Rhianna, what distinguishes you from your competitors? 

I think I just want to be a hybrid of all genres so I think that’s what makes me stand out. Again, I think I just want to be versatile and I don’t want to be confined to one genre but I also want to be true to myself. With my last EP, my writing style is the same but the production was definitely different with Blush. I just don’t want people to put me in a box which is why my last EP was very singer/songwriter pop and this EP is a little more production heavy.  

What is the backstory behind your latest EP “Blush” – it is more than just a title, isn’t it? 

Well to me all these songs have a story behind them and they all kind of made me “blush” in a way. Almost all the songs are about this guy I had a crush on. But that’s all it really was. It was just a crush nothing crazy but that sucked because I knew nothing was ever going to come out of that situation. So it’s basically the nail in the coffin of something I experienced.  A lot of these songs sound happier than what they actually are which is what I wanted though. I wanted things to sound happy but still convey the emotional depth that I was dealing with.  

You said the songs “sound pink” – what did you mean by that? 

I don’t really know! Haha but I think they all have an aura. Like when I listen to them the color pink comes to my mind. I see like a sunset with a pink hue when I hear them. 

Yes, we often hear in colors, and pink is said to be the color for universal love, so that is a great tie-in.  So what do you hope to get out of the release of “Blush”? 

I’m honestly just happy to be able to make music and share my heart with people. I think I was called to write and share the things that people aren’t able to say all the time. So when people reach out to me and tell me that a song is helping them get through their break up or hardship I really think I’m walking with purpose. So I guess that’s what I want.  

Since COVID-19, as a new artist, how have you had to revamp your release strategy? Or promotional tours?

It’s so hard right now. People are just sitting and consuming content. It’s kind of crazy. Like I want to keep up but I also don’t want to be overlooked and overshadowed. I had a festival I was gonna do this year but the virus got it cancelled. It’s hard but I’m navigating through the whole thing.  
​Any other projects in the pipes? 
So Blush has been in the works since November so I’m just happy to put something out after almost 2 years of not putting out a project. But I’ve been working on and writing an album! Super lit for that! I really love everything I’m writing and I’m still in the early writing of it but I know its going to be good.  
Do you have any online shows coming up? 
Yes on June 19th I have a Blush IG Live Concert and Q&A! Super happy about that. Super happy to engage with the people who support me!
Thanks Amber. It’s good to see such an altruistic artist on the front lines advocating for passion, compassion, originality, and altruism during this time in society and within a “selfie” driven entertainment industry.  Make sure to follow Amber Ais on her social media platforms and tune in on her IG page to see her LIVE Blush Instagram Concert starting TONIGHT Friday June 19th at 7PM EST!

FOLLOW AMBER AIS :
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INSTAGRAM : https://www.instagram.com/amber_ais/
TWITTER : https://twitter.com/Amber_Ais
FACEBOOK: https://www.facebook.com/amberaismusic/
 
 
Written by Lakisha Skinner 

Lakisha “KiKi” Skinner is a USA-based Indie Music journalist and freelance writer who has been crowned a “word-craft artist” by her global following of Independent music artists. She is a part of an Alt. Rock band and is the owner of Klef Notes entertainment business blog.  Lakisha has been the editor for a Backstreet Boy and has been featured on Dr. Jimmy Star’s blog.  If she is not crafting words, you can find her buying another pair of shoes to place in her over-cluttered closet.  You can read her work at www.KlefNotes.com and find her on https://twitter.com/The0riginalKiKi.



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