GET TO KNOW: ELSA

Dive into the moody yet soothing and sultry soundscape that is Elsa's next release 'Cannot Stay'. Her third single of the year is one that encapsulates the pressing desire to break free. Said to be accompanied by yet another self-directed music video, 'Cannot Stay' delves into the realms of escapism, resonating with anyone seeking solace beyond the confines of one's mind.

While 'Fall’ exudes jazzy undertones, 'Cannot Stay' unveils a moodier and grittier side to Elsa's artistry, showcasing her versatility as a singer and songwriter. The transformative track seamlessly captures the essence of London—its pulsating rhythms, its enigmatic beauty, and its underlying complexities.

As expected, the powerful track opens with raw vulnerability, laying bare the depths of one's struggles, only to slowly transform into a compelling anthem of resilience. As the song unfolds, listeners are guided through an evocative melody that mirrors the maze of emotions one faces when grappling with inner demons. 'Cannot Stay' Out October!"

What is your artist name? Elsa

Let’s start from scratch, when did you first believe/know you were destined to be a musician?

My family and friends say they always knew, but I never really took it seriously until after I left school and became surround by creatives. I played guitar and always wrote poems and songs as a kid, so I always knew I was a writer, but the music came once I had the freedom to explore my creativity. School definitely slowed this process, but now I sleep, eat and breathe music.

We loved your music video featuring your single “Fall”. Will you dive into its creative direction for us?

I am super proud of this one. It’s actually my debut as a director and I styled and produced the whole thing so I'm very happy to hear you love it. I wanted to take the reins this time, having learnt a lot on set for my first music video. I tried to play with the idea of the ‘fall’, with the actual motion of falling acting as a metaphor for falling in love, this also encouraged the idea of time passing, allowing the relationship between me and the mystery man to build quickly in those few minutes.

I also didn’t want to shy away from the intimacies of new love, so there were a lot of sensual and more emotive scenes. The close ups, the tender looks, the nuances that aren’t typically caught up close and personal. 

Who is one artist you feel is killing the music industry right now?

I mean there are so many amazing artists that I could name so picking one is quite hard BUT I am absolutely obsessed with Lizzie Berchie. She is really killing it.
I used to run live music events with some friends and we actually booked her to play just before she started releasing music properly - so I’ve really been watching her journey for a minute. She’s since gone on to release an EP ‘Am I An Adult Yet?’, which is an amazing body of work. Honestly, her energy and journey are both beautiful..

Describe your drive / motivation to keep your art as real as it can be.

I think the motivation behind keeping the art real is just the fact I have just always been this way, and I wouldn’t want to change for anyone or any industry.

I am unapologetically myself, as weird and wacky as that may be. It is relatable but it also heals me. I think the people I want to listen to my music will appreciate me showing up in this way. I'm raw, honest and I'm human. I lay my world bare in my music and I think that's beautiful. 

Being in South London, how would you say the alternative R&B scene is?

I think R&B has always been popping but there is just a lot more room for experimentation these days. South Londoners really love to mix it up. Ilove R&B  but you gotta add your own flare to it, I love making my music soulful but gritty. So yeah, the alt R&B scene is not dead, it’s very much alive.

Would you ever leave the UK if it meant furthering your career?

I plan to at some point. I am a traveller at heart anyway so why not? I feel like my music would be appreciated outside of London, even if London culture influences a lot of my music. For sure, I'd fly out but I think I’ll always come home.

What are some challenges you may have faced as a woman in the music industry, if any? 

I think I was quite naive to the challenges I would face as a woman in the music industry when I first started out. I think I learnt this the hard way. Truly, the industry is just over saturated with men and those men are often in positions of power, CEOs, managers, producers etc.. They’re also often encouraged to be assertive or and can freely be ambitious, while it's not quite the same for women.

I was sexualized a lot when first starting out, or promised things with ulterior motives. Power comes into play and it can get real messy. That’s why I love working with women - producers, singers, writers, event organisers - it just creates a safe, encouraging space. Of course, that’s not to say there are plenty of men in the industry that are doing it right. 

If you could write a brief note to your younger self, what would it say? 

Release the damn music. Also... I might just let her know that all the pain she’s about to go through is gonna make for some serious art so keep your chin up and write through it all.

Name a few artists that would be your absolute dream to collaborate with.

I always find the question quite difficult because there are so many artists I love and know that if given the opportunity we would make some serious bangers.  There are plenty of producers I’d love to work with, but off the top of my head, it would be a dream to jump on a tune with Fred again.. I'd also love to work with Gaidaa, Mayra Andrade or someone wild like Doja Cat. Too many to name.