January 2023
Your music is a beautiful blend of different cultures. What do you think of the power of music in connecting different regions, raising awareness, and exposing listeners to such a variety of cultures?
I think that's the beauty of music- it’s a language that everyone speaks. One of the songs in my latest EP is called INSAK, and it's all in Arabic. That’s the song that most people love. People in the US and all over the world tell me it's one of their favorites, and I find it so crazy because they can feel the song, even if they don’t speak the language. I think it's so important as an artist to celebrate who you are. That's why my music is a combination of Arabic and English. I’m Saudi - I grew up there. At the same time, I’m very influenced by the West. I grew up watching Disney Channel and Nickelodeon, and went to high school in California. I was between these two places, and I had a little bit of an identity crisis growing up. Everyone in Saudi thought I was a foreigner, and everyone in the States thought the same.
One of my first songs- “Gender Game” has a music video with a bunch of women from all over the world. When we were filming it, so many of them came up to me and thanked me for writing the song, and it gave me chills. I wrote it because of my circumstances, but all these women could relate and felt connected to the song.
What were some challenges you faced on your musical journey, and what did you do to overcome them?
There was no music industry in Saudi when I began doing music, so I moved to LA to be closer to the entertainment business. I went into it blindly without knowing anyone in music here. When I would talk to labels or managers in the US, they didn’t really connect to my story. It didn't happen quickly but I just kept going. Another challenge for independent artists is that the music business is about marketing. It’s amazing that we have tools for artists who know how to effectively communicate through current social media platforms, but I dont think social media is for everyone.
What do you think the solution is for artists who don't feel like social media is their niche?
It's not worth it if you're going to have to not be yourself in order to succeed. I'd say post whatever you feel like doing, and just keep doing your music. At the end of the day, the music is the most important part. Create your accounts so you can be present, but do it in your way and never forget to keep working on YOUR craft. Don't overthink it, and remember why you're doing this.
I read about your incredible experience performing ‘Repetition’, and how the audience interacted with you. What would you describe as the most rewarding aspect of creating music and performing it? For me, it's the absolute confidence and joy that comes with it.
Seeing other people connect to the music is one of the best parts. In Qatar, at the FIFA Fan Festival, there were 20,000 people. It was one of the most international audiences, and seeing these people connect to one of my songs proved how we are really all one.
Who is one artist you’d like to collaborate with in the future and why?
One of them is Bad Bunny. He is on top of creating and releasing - I love his drive and ambition. Some others are Post Malone and Lana Del Rey - I’m a huge fan!
What is one piece of advice that you’d give to a female-identifying creative in the music industry?
Find your community! Align with other artists and producers that you love, and with people in the industry that you can connect with as human beings. I've seen artists who do everything themselves, and that is cool. But don’t forget that team effort and community is so special, and that it can really take you to the next level. Giving and receiving support is really important.
I had the opportunity to start the New Year with a great learning experience - an interview with the incredibly creative and driven musician Tamtam! You may have read about her in Vogue, or heard her voice in a collaboration for the Coke Studio Mix (FIFA World Cup).