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Introducing Jewelia: A Melodic Journey Through Self-Discovery

Welcome to the captivating world of Jewelia, where introspection meets infectious melodies, and vulnerability is celebrated as strength. With her upcoming album “Little Wins,” Jewelia invites listeners on a profound musical journey, exploring themes of self-acceptance, resilience, and the beauty found within life’s everyday triumphs.

In this introductory piece, we delve into the essence of Jewelia’s music, discovering the inspirations behind her latest album and the evolution of her distinctive sound. From the poignant lyricism of tracks like “Loser,” delving into the depths of self-doubt and procrastination, to the buoyant rhythms of her pop-rock anthems, each song serves as a testament to the human experience, resonating with authenticity and emotional depth.

Join us as we uncover the creative process behind Jewelia’s mesmerizing music videos, where DIY charm meets imaginative storytelling, and unexpected guests, like her beloved cats, add an endearing touch to the visual narrative. Through candid reflections on her own journey, Jewelia shares insights into the balancing act of vulnerability and positivity, infusing her music with a sense of hope and empowerment.

As we navigate the ever-changing landscape of the music industry, Jewelia offers her perspective on the impact of technology, embracing innovation while honouring the irreplaceable connection forged between artist and audience. From the intimate engagement of live performances to the boundless reach of streaming platforms, Jewelia remains dedicated to fostering meaningful connections with her fans, channelling her authenticity into every aspect of her musical endeavours.

So, come along on this melodic odyssey with Jewelia, where every chord strikes a chord within the soul, and every lyric speaks to the resilience of the human spirit. Embrace the “Little Wins” and discover the power of self-acceptance through the universal language of music.

Congratulations on the upcoming release of your album “Little Wins”! Could you tell us a bit about the inspiration behind the album title and what it represents for you?

All the songs on the album have a common theme: self-acceptance. We all do the best we can at a particular moment in time, with the resources we have at that moment. Those resources can mean anything: time, energy, knowledge, confidence, money, love, other people, self-belief, self-love. So really, there’s no point in beating ourselves up, and instead of constantly focusing on the climb ahead, we should take some time to look back and see how far we’ve come, and learn to celebrate the little wins!

“Loser” seems to touch on themes of self-doubt and procrastination. What motivated you to explore these themes in your music, and how do they resonate with your own experiences?

“‘Loser’ is about all those times when we couldn’t push ourselves out of our comfort zones, when we wanted to say something but were too embarrassed or shy to say it, when we let an opportunity slip away because we lacked the courage or the confidence or found excuses not to do something. It’s something we all struggle with in various degrees, and I have been struggling with a lack of self-confidence my whole life. You know how some people have the talent to big themselves up and sound like they know what they’re doing even when they don’t? I have the opposite talent. Even if I’m perfectly knowledgeable I can look like I have no clue what I’m talking about!

“Loser” has a feel-good early 2000s pop-rock sound with a contemporary bedroom pop edge. How did you approach blending these different musical styles, and what do you hope listeners will take away from the song?

I love the music of the 90s and 00s as it’s what I grew up on. The influences are there, but of course, brought into today’s world. The contemporary edge comes from the production techniques and the advances in technology which influence the sound. In terms of what I would like my listeners to take away from this song, that would be that they’re not alone in struggling with things like self-doubt and procrastination; these feelings are normal and they are part of what makes us human.

The music video for “Loser” depicts a state of mind of being ‘stuck in one’s head’ and procrastinating. Can you share more about the creative process behind the video and how it complements the message of the song?

The music video was filmed in my flat, some parts in the bedroom and some in the living room using a green screen – all very DIY! I had a general idea of the visuals, the color schemes, and the aesthetic, but nothing set in stone; Andy and I made it up as we went along. I tend to be quite creative when I procrastinate, in the sense that I would do anything else apart from the task that I am meant to do, so we tried to depict this via the quirky imagery suggesting an imagination that runs wild. The song is about being stuck in one’s mind, and I feel like the music video does a great job at portraying this, but in an upbeat and colorful way.

Jewelia, you mention your cats “crashing” the music video shoot for “Loser.” Can you tell us a bit more about how they ended up being part of the video and how their presence added to the overall vibe you were going for? Additionally, do your cats often influence or inspire your creative process in any way?

The cats weren’t meant to be in the video, but since we were filming in the flat and they usually want to be part of anything that I’m doing, they ended up hanging out with us and they were so cute that I decided to keep the shots with them in. I think it’s actually brilliant, how it’s showing me sitting by myself in the house, talking to my cats – a perfect representation of a ‘loser’. And no, I wouldn’t say that the cats ever inspire my creative process, but they definitely help me relax, and during the busy period prior to the album launch, they have offered much-needed comfort.

Your album “Little Wins” marks a valiant evolution in your style, focusing on laser-sharp pop hooks and nostalgic sonic influences. What inspired this evolution, and how do you feel your sound has evolved since your debut album?

My new sound is more straightforward pop, more upbeat, and with more synths. I wanted to experiment with higher energy songs for once and use only tools within my reach – essentially sounds that I could produce myself. I also wanted to create catchy melodies that people would remember and that would be fun to play live later on. That said, the next release could be completely different – I like to explore different facets of pop with every release!

Jewelia, with the rise of streaming platforms shaping how music is consumed today, could you share which platform you find most impactful for your music? Additionally, how do you engage with your followers and fans on these platforms to build and maintain a strong connection with your audience?

I am most active on Instagram, Facebook, Spotify, and YouTube. Though I know that many people have moved away from Facebook, I still get good interaction on the platform and lots of my fans are still there. YouTube was the platform that I started on, and I still put great care into creating videos and engaging with my audience in this way. I have experimented in the past with streaming on Twitch; it’s great fun but it is also time-consuming; I’d like to get back into live streaming as soon as I have more time on my hands. Spotify is also great, but it’s hard to feel like you’re interacting with real people on there.

You mentioned exploring in your music feelings of inadequacy and feeling like a failure. How do you balance sharing these vulnerable experiences with maintaining a sense of positivity and resilience in your music?

I suppose the music is quite upbeat and a lot of the songs are in a major key, which gives that sense of optimism, while the lyrics are sharing all these vulnerable thoughts. It’s not a trick that I invented, but it works well within this concept! The whole album is about celebrating little victories and learning not to be so hard on ourselves. This is still something that I’m struggling with, and still experimenting with various ways of achieving a healthier mindset.

Jewelia, with the advancements in technology, especially in the realm of artificial intelligence (A.I.), we’re seeing its increasing use in the music industry, including music writing and production. What are your thoughts on this trend? How do you perceive the impact of A.I. on the music industry, particularly in terms of music creation, and how might it affect your own approach to making music?

I haven’t tried to use AI in my music at all yet, so I don’t really feel like I’d have the most informed opinion. But ultimately a tool is just a tool, and it depends how it’s being used. I think that there are certain genres and certain music fans that will not be satisfied by AI, no matter how good it is. Human connection cannot be replaced, people want to follow an artist for their unique characteristics, personality or brand. I do see it having a massive impact for things like library music or music for sync and film, which are already prompt-based. AI I will sadly be able to put some people out of work, but just like with any other technology, we have to adapt and find ways to work with it, or around it.

Your journey as an artist includes studying law in Romania before pursuing music full-time in the UK. How did you navigate this transition, and what advice would you give to others facing similar crossroads in their lives?

Moving to a new country where I didn’t have any family or friends it was very difficult, and in hindsight, I will never know if it was the right decision, as I can’t tell what the other path of staying in Romania would’ve look like (this theme of coming to terms with the choices we make is actually present in the last on the album, ‘Comfort of Falling’). But I know for sure that law was not my calling, and I am proud of myself for still making music. I would advise people to try and become known within their local scene and garner local support before moving on to bigger, brighter horizons – the power of a community is not something to neglect, and it can lead to opportunities that are hard to come across by oneself.

Your fans have shown incredible support, contributing £8000 worth of advance backing for your album via a Kickstarter campaign. What does this support mean to you, and how does it impact your approach to creating music?

The album would have definitely not sounded as good without the Kickstarter support. I was able to work with some amazing mix engineers who used their craft to take my songs to the next level, adding that extra spark and polish that was needed to bring them up to commercial standards. I also wouldn’t have been able to release on CDs, vinyl, and cassettes, or to put any budget into promotion, advertising, or making music videos.

Finally, you have an album launch show coming up at The Lexington in London. What can fans expect from the live experience, and what are you most looking forward to about sharing your new music with a live audience?

On Sunday I will perform the whole album for the first time with my band. We also have two amazing support acts, and there will also be an after show hangout. I haven’t played live gigs since the pandemic, so this would be my return to the London live scene, and I’m very excited for it!

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