IN CONVERSATION WITH EMMA B
Interview by Samo Šajn
Emma B is a rising force in underground electronic music, known for her dynamic sets and genre-blending productions. After releases on STORIES and Shall Not Fade, she’s launching her own label, Notte Eterna, with the single "Eyes On Me". Based in Paris, she also runs the fashion store OLDĒ.
Your new track ‘Eyes On Me’ is the first release on your label. What inspired the track, and what do you want people to feel when they hear it?
I wanted to create a track that feels both joyful and radiant, a warm production that captures the intoxicating energy of summer. I could already picture the sunsets on Ibiza’s beaches, bodies moving, smiles all around — that soft, vibrant euphoria that only summer nights can bring. That’s exactly the vibe I wanted to channel, because it echoes the essence of my label, Notte Eterna — a label designed as a celebration of the eternal night, of the party, and all the magic it holds.
You’ve worked with labels like STORIES and Shall Not Fade, but now you’re starting your own. Why did you decide to create Notte Eterna?
The desire to create my own label felt like the natural next step. I needed to build something that felt truly complete — a 360° project, from visual identity to artistic direction — something that reflects who I am, 100%. It’s a way for me to express my world, my inspirations, my music, and also to spotlight other artists who share that same sensitivity. It’s a space for free, honest, and coherent expression.
Your music blends a lot of styles. How do you decide what kind of sound to go with when you're making a track?
My biggest challenge is that I tend to get a bit all over the place sometimes, ahah. I really need freedom when I create — to follow my instincts and make music that speaks to me in the moment. I love exploring different styles to shape a track that truly feels like me. When I’m in the studio, everything depends on my mood that day, what’s inspiring me at that specific moment, the energy I’m in. There aren’t really any rules — and that’s exactly what keeps me excited and creatively alive.
You said Notte Eterna is more than music, it’s a whole universe. What else are you including to bring that world to life?
Notte Eterna is above all a vision — a global project, designed as a full 360° experience. The idea is to bring the label to life far beyond just music releases: through hybrid events that blend club culture, fashion, and contemporary creation. Not just parties, but also collaborations with brands, fashion happenings, live sessions, immersive DJ sets, and workshops that foster exchange and creative transmission. The project is also rooted in a conscious approach: I want to develop an eco-responsible line that reflects my values, and build partnerships with brands and creatives who share this vision. To me, Notte Eterna is the natural union of the two worlds that have always shaped me — music and fashion — in their most vibrant, free, and committed forms.
You grew up in the rave scene in the South of France. What do you remember most from those days, and how does it show up in your music now?
I discovered the world of rave parties at a pretty young age. In the South, there weren’t many clubs, and the ones that did exist were mostly focused on commercial music. So quite naturally, I gravitated towards raves and the underground scene — a rawer, freer environment that immediately spoke to me. It was a darker, more intense universe, but paradoxically, full of kindness — a true space for expression and letting go. At the time, I listened to a lot of tekno, tribe, psytrance... radical, powerful sounds. When I started DJing, I shifted towards something more minimal, more stripped-down. Now, I feel like I’m coming full circle — reconnecting with my first loves: 90s music. Styles that allow me to tap back into that original energy, while bringing in my current sensitivity.
You also run OLDĒ, a vintage fashion store. How does fashion inspire your music, or the other way around?
Fashion has always played a central role in my life. From a very young age, I spent my weekends at flea markets with my mom. I loved hunting for treasures: starting with toys, then moving on to decor — I remember hanging vinyl records on my walls even though I didn’t have a turntable, haha. As I grew older, my passion for clothes really took off, and that’s how Oldē was born. What I love today is being able to bring all these worlds together. Wearing my pieces during my DJ sets, creating the sound design for my videos for the brand... everything is connected. For me, it’s essential to build a global creative universe, a 360° project where music, fashion, and visuals naturally resonate with each other.
You care a lot about sustainability. How do you keep that in mind while working in the club and fashion scenes?
It’s not always easy to reconcile sustainability with the worlds of fashion and the club scene, which can sometimes run counter to an eco-conscious approach. That’s why, on my end, I try to raise awareness as much as possible. I prioritize vintage clothing, especially through Oldē, or pieces lent to me by press agencies, to avoid overconsumption. When it comes to travel, I try to favor trains over planes whenever possible. With my agency, we’ve also implemented a "zero plastic" policy in my rider. As an artist, I believe we have a responsibility: to use our voice to defend values that matter to us and to raise awareness about crucial issues, like ecology.
Now that Notte Eterna is launching, what’s next? Any events, releases, or collabs you’re excited about?
For 2025, I have a lot of exciting plans in store! First up, we’re celebrating the launch of Notte Eterna with a special release party at HALO Paris on Friday, April 25th — an intimate venue that perfectly fits the spirit of the label Before releasing more music on Notte Eterna, I’m also happy to announce an upcoming collaborative EP with ILyes on Shall Not Fade, dropping in the next few weeks. The EP will feature remixes from Luke Alessi and Inafekt, two talented artists whose music I really admire. Beyond that, I’ve been spending a lot of time in the studio, exploring and refining my sound. I’m really focused on building a strong artistic identity and creating music that feels honest and personal. There are also a few exciting collaborations in the works — I love working with other artists, it brings new energy and ideas to the table. And 2025 is looking great on the live side too — a busy summer ahead with several gigs already lined up, including my debut in Ibiza and Fusion Festival in Germany. Can’t wait for what’s coming!
Photography: Jocelyn Hamel
Styling: Aliyah Reboté Semillano
Hair: Arnaud Boujon / Jean Louis David
Makeup: Laurie Baralle / Charlotte Tilbury
