IN CONVERSATION WITH EMMMA

interview by JANA LETONJA

London-based alt-pop artist EMMMA is quickly emerging as one of music’s most exciting new voices. A multi-instrumentalist, singer and songwriter, she’s building a reputation for pairing dark, cinematic storytelling with soaring, emotionally charged pop. Her latest single, Russian Roulette, is a sharp and vulnerable exploration of knowingly stepping into a relationship destined to end, capturing the tension between desire, self-sabotage and hope. Written and produced alongside Ben Wylen and co-written with Davin Kingston, the track offers another glimpse into EMMMA’s highly anticipated debut album. Following support slots with Pale Waves and her own UK headline shows last year, it’s just been announced she’ll be joining MUNA on their UK and EU tour this Autumn. With recognition from outlets including BBC Radio 1, EMMMA is entering a breakthrough year with new music, growing audiences and plenty more still to come.

Russian Roulette is such a vivid title. What was the starting point for the song, and what inspired you to tell this particular story?

I was going into the studio with a pretty strong idea in mind about what I wanted to write about because it was what was happening to me in real time, but nothing too specific lyrically. What I find the most fun about those kinds of sessions is that it allows me to explore a lot of fun metaphors while I’m already in the creative space. The idea of russian roulette being something you’re playing metaphorically when you enter a new relationship just came to me in my workflow and we thought it was so fun we just had to use it. 

The track explores knowingly entering a relationship that may not end well. Was it difficult to be that emotionally honest in your songwriting?

I actually never find it hard to be honest in my writing. I think it’s the most important aspect of writing and being an artist, and I am proud that I am never really able to not be as honest as possible. I think it's a trait that has been developing for years. If I’m not being 100% authentic in my writing, I don’t see a point in writing at all.

You describe the song as being about desire, self-betrayal and hope. Which of those themes resonates most strongly with you personally?

I think they’re all equally important to me and I think they’re all very innately human, and not something that is just unique to me or a few people. I think all of these traits are universally understood, and relatable to everyone. I have personally experienced all of these emotions repeatedly, and I think that's why those themes come up in my work so often.

The production feels both intimate and cinematic. How did you approach building the sonic world of the track?

I have worked closely with Ben for a few years now and he is one of the handful of producers I work with that really understand my soundscape. We usually have the initial session that's more focused on the writing, and then I'll come back in with Ben and hone the production over a few more sessions. I’m very hands on when it comes to that. 

You said you wanted the visual world to feel “cinematic and dangerous and beautiful” at the same time. How important is visual storytelling to your music?

I think it's an equally important part of art and being an artist, because everything nowadays is so visual and all of our attention spans have gotten so short it's so important to create something visually stunning that holds your attention for a long enough time. I love creating visual worlds along with my music, I think it's one of the things that hopefully lets me stand out a bit. 

You’re a multi-instrumentalist as well as a songwriter. How does your musicianship shape the way you write and produce songs?

My safe space in a session is usually just on the piano. If I’m struggling for things to say or I want to feel more creative or inspired I'll usually take about 5 minutes and just play piano a bit. Being able to make music without having to sing it can be really freeing and will let me be really present and in the moment while I'm writing. 

You’ve just completed your own UK headline dates. What did you learn about yourself as a performer during those shows?

I think I’ve learned that I can captivate an audience and connect with people enough that they want to come back and see me again. It was so much fun and rewarding seeing people come back, recognizing faces and watching them sing along with me.

And you’ve just been announced to support MUNA on their upcoming UK and European dates. How does your approach differ when you’re playing to your own audience versus opening for an established act?

I think it’s the same really, just a shorter set. My main goal is to showcase the songs no matter what, and give people a safe space in whatever room I’m in to relate to what I’m saying, if they're having a hard time or if they need to be seen, I'm there to help no matter what setting or venue. 

You’re gearing up to release your debut album. How would you describe the project as a whole, and what connects the songs together?

It is a really honest diary style album, and they’re all connected by the fact that it is 100% my honest experiences and basically in a timeline just describe exactly how I'm feeling in any given moment over the last few years. I feel like I’ve grown so much and it is so rewarding to see that in my biggest body of work to date. 

Looking back at the artist you were when you wrote your earliest songs, how do you think you’ve evolved creatively?

I’ve definitely allowed myself to be more creative, and I’ve allowed myself to be loud and take risks. I was really afraid when I started that I would be too much, or too loud, and over the years I’ve just allowed myself to be as loud and take up as much space as I need to, and to just be 100% myself with no apologies. I think that comes out in my music as well as my visuals. 

You’re heading into a huge year with more music and major live opportunities ahead. What are you most excited for audiences to discover about EMMMA in the coming months?

I can’t wait to connect with people all over the world in the span of the next 6 months. I can't wait to meet all of you, and hopefully give audiences and listeners a place where they feel seen and understood because ultimately, that's my job. I can't wait to see where these tours will take me.

photo credit: LUNE JUSSEAU

TEAM CREDITS:

photography JONATHAN WOLPERT