interview by NIA TOPALOVA
British girl band Say Now just released their brand-new single Met my match through Atlantic Records. Amelia, Maddie and Ysabelle have co-written the EP opening an ambitious and exciting chapter for the band, who have spent 2026 immersed in writing and recording in New York, LA and the UK.
How would you describe the new era of Say Now with your new single Met My Match, and what do you feel has changed most since your earlier releases?
Amelia: I would describe our new era as British, fun and cheeky, and I think what's really cool about where we are now compared to where we were earlier is that the new music is so authentically us. The music has brought out a lot more of who we truly are at our core, and I think that's why it's resonating with people even more than before.
What drew you to the concept of being misjudged and finding someone who truly matches you? And what does meeting your match mean to you?
Nicole: It means meeting someone with the same energy, which could be negative, but that's not necessarily a bad thing.
How important is it for you to challenge people's assumptions and explore themes that might be considered taboo?
Amelia: I feel like we're never scared of a little bit of taboo. It's in our name, we always say what we mean. We're very honest, and I think it's quite exciting to do something thats the opposite of what people expect you to do. This new era kind of feels like that for us. People might've expected us to stick with the sound that we were going with, but then we just did a big 180
How have you managed to push your sound forward while staying true to the identity you built as a group?
Ysabelle: Working with Pink Pantheress, she really brought out who we are, which is cheeky, fun, girly, feminine, as well as bringing out a different sort of sound.
You've spent much of 2026 writing and recording between the UK, New York, and LA. Did moving between these different environments, influence the music you were making and in what ways?
Ysabelle: Yeah, definitely. We had new experiences. Being in different places, especially in New York and LA, meeting new people, experiencing different types of environments, you can't help but be inspired by your surroundings.
Maddie: It’s so important to keep experiencing new things as an artist because you can get a bit stuck in your environment. How can you write about life if you're not experiencing it?
As you were very much involved in writing your upcoming debut, what was the most rewarding part of writing your own music and how does being able to express yourselves creatively affect your connection as a group?
Amelia: It was really fun, hearing back the music when its finished is probably the most rewarding part, when you actually get to hear what you’ve produced and then when you get to see it in a music video.
Ysabelle: I feel like it's helped us become more in tune with each other too. We are not as chaotic anymore, so we can really focus. We're honed in on who we are at our core.
You've mentioned writing the new material to feel unfiltered and authentic. Was there a particular moment when you decided to let go of expectations and trust your own instincts more?
Maddie: We had a whole year, so it happened gradually. I think we learned more things about ourselves and to let go of old expectations and habits.
Ysabelle: Our team helped us, they pushed us to make our own decisions and trust our own knowledge and taste.
Your visual identity is also evolving, drawing on 2010's tumbler talk culture, British eccentricity, and fashion references from the 60s and 90s. How do you translate the feeling of your music into the way you dress and present yourselves?
Amelia: I feel like a lot of what we're doing aesthetically is super pop and authentically British. We like having our own accents in the songs.
Maddie: We describe ourselves as British roses.
Ysabelle: The 2010s were a really pivotal time in our childhood. What was shaping fashion and culture and the songs we're making are now reflecting that vibe.
How has your relationship with your audience changed as your career has grown and how do you stay connected to the people who supported you from the very beginning?
Maddie: We do a lot fun activities together, and I feel that our fans have become our friends. Our relationship will never change.
Your debut EP arrives in November, marking an exciting new chapter for say now. What are you most excited for people to discover about you through this project and what would you love the next this next era to make possible?
Ysabelle: I'm excited for people to discover us as artists. I'm excited for people to find our new British sound, our British fashion and our friendship. And I think having a full project is gonna give people a really strong impression of who we are.
Maddie: I'm excited about our live performances too. I feel like that's a special part of what we do.
Amelia: Hopefully that is what the next era brings us, an opportunity to perform at some amazing venues. Hopefully a tour, that'd be so fun.
