IN CONVERSATION WITH JAHVER
interview by JANA LETONJA
For years, Oliver Moy has built one of the most loyal online communities in music and culture — first as the co-founder of North Star Boys, now as the artist behind a bold new solo project: JAHVER. Debuting with ‘Innocent’ this September, JAHVER introduced listeners to a moodier, more introspective side of Moy’s artistry — one that trades perfection for raw truth. Reinvention isn’t easy, especially in public, but for JAHVER, that vulnerability is the point. It’s not about chasing algorithms or applause, it’s about creating music that grows alongside the people who have been watching from the beginning.
images courtesy of JAHVER
You’ve been known to millions as part of North Star Boys. What made you decide it was time to create something entirely new as JAHVER?
I’ll always be grateful for what we built as North Star Boys. It was a chapter that shaped me. But as time went on, I started to feel like my creative voice was evolving faster than the space I was in. JAHVER was born to express my personal life.
Reinvention can be both exciting and terrifying. What did it feel like to start over, and to do it in such a public way?
It’s definitely a new world, to let people watch you rebuild yourself in real time. But I think there’s something beautiful about that vulnerability. I didn’t want to disappear and come back “perfect.” I wanted people to see the growth, the challenges, the mistakes, the moments that make the journey real.
How would you describe JAHVER’s sound to someone hearing it for the first time?
It’s emotional and cinematic, a mix of dark pop, alt, and electronic influences. There’s a sense of nostalgia in everything I make, but it’s wrapped in something modern and raw. I like music that feels like it’s living inside a memory you’re still trying to understand.
Your fans literally watch you create music live — from the first draft to the final cut. Why was it important for you to share that process so transparently?
Because connection has always been the foundation of everything I do. My fans grew up with me online, and I never wanted to lose that relationship. Letting them into the creative process keeps me grounded. It reminds me that the music doesn’t have to be perfect, I just want it to be authentic.
Does creating in front of an audience ever make you feel more pressure or more accountability to be honest in your work?
A bit of both. There’s pressure because you know people are watching every detail, but there’s also accountability. When you know your audience sees you as human, not just as an image, you stop hiding behind production and start focusing on truth. It keeps me from faking it.
You’ve said JAHVER is about “less gloss, more truth.” What kind of truths are you exploring through this project?
I like to say that we are imperfectly perfect. I think everyone curates their life to look perfect, and that’s what they choose for themselves, which is fine, but I've experienced what it’s like to live that perfect life through social media/music and now I’m discovering that the impact I want to make is through showcasing both the ups and the lows. JAHVER is me stripping that away. It’s messy and imperfect, but it’s real.
How do you balance fan input with your own creative instincts — especially when people have watched your process from day one?
It’s a conversation, not a compromise. I listen to what people resonate with, but I never let it dictate who I am artistically. The best art comes from a feeling, not approval. When my fans see me being unapologetically myself, it gives them permission to do the same.
You’ve talked about the cost of reinventing yourself in public. What’s been the hardest part of that process, and the most rewarding?
The hardest part is letting go of people’s expectations, realizing not everyone will understand why I’ve changed. But the most rewarding part is the freedom that comes with it, and the responsibility of having a platform to inspire those that may want to create a positive impact as well.
The world of pop can often feel polished and performative. How do you stay grounded and keep your authenticity intact?
By remembering where I came from. I built my career from a bedroom with a phone and a $100 microphone. That humility doesn’t go away. I still read the comments, I still connect with people one-on-one. When you treat the art like a conversation instead of a product, it stays real.
Looking ahead, what’s your vision for JAHVER — both musically and personally — as you step into 2025 and beyond?
JAHVER isn’t just a name. It’s a universe that I am building. I want to blur the lines between music, fashion, and storytelling. Every song, visual, and livestream is part of that world.
Personally, I just want to keep growing, to keep finding beauty in the chaos and turn it into something that makes people feel seen.
