Maxim Meyer-Horn

4 Mar 2023
Music

Introducing: We Met the Rising Hyperpop Phenomenon LVRA in Berlin to Talk About Their Upcoming EP

It is a grey Sunday afternoon when we meet LVRA in Berlin. The producer and artist made their big debut at Berlin’s HÖR the day before, where their DJ set was incredibly well received, showing what we have known for a long time: LVRA is an artist to carry on hands. In a cozy coffee bar, we were introduced to the Scottish-Chinese multi-talent and their vision of music. Thanks to a spectacular new EP coming in March, their big breakthrough seems imminent and more than justified because LVRA wants to do much more than just make music. They want to stimulate all the senses with their art.

*LVRA goes by them/them and she/her. In this interview, we have opted to use they/them pronouns continuously to ensure continuity and clarity.

 How would you introduce yourself to someone who isn’t familiar with who you are?

I would say: “Hi, I’m Rachel. I’m a producer, singer, and artist. I live in London now, but I’m originally from Edinburgh.” I’d say that my music is quite hard industrial pop with a lot of influences from dance, drum ‘n’ bass, techno, and all of those things. I love things that make you want to move and love to create energy. I also have a full-time job as well. I’m not just this musician and do a lot of stuff on the side. My dream is, of course, to be a full-time musician.

You grew up in Scotland, but your parents are actually Chinese. How does your Chinese heritage reflect in your music?

Obviously, my experiences as a person will be so shaped by my family. My music is quite conflict-driven. I like to seek, to explore conflict and strong emotions, such as anger or progression. It comes from having a strong family where we all have strong personalities. We have a very direct way of thinking; we’re very pragmatic, and it’s all been passed through this Chinese way of thinking. The music that I make is definitely inspired by the culture I grew up in. When I first started out in music and tried to understand the sound that I made, I was going to China a lot before COVID.

I was very much inspired by connecting to the natural beauty, the people, and this whole different thing I can connect to. My first EP basically was a love letter to China, and me really trying to explore my love for it. I was really trying to connect to something I was quite detached from because I lived in Scotland. It was like making up for the lost time. Now, it’s more subtle, and the music has developed. I’m less self-obsessed, and it’s more about exploring bigger topics, the world, and a bit of philosophy. I want the music to touch on things outside of me.

Where does your love for these loud, industrial sounds come from?

During COVID, I was listening to a lot of these East-Asian underground producers. There’s this whole scene in Shanghai that’s bubbling, and a lot of cool stuff happening in Vietnam. It’s dark and experimental, which doesn’t follow social restrictions. In the UK, you have the mainstream that dominates, but there? Anything goes. The underground scene is whatever someone decides it to be. I love extremity and having the feeling that you can push against something by experiencing something that is challenging. I just have a very emotional reaction to heavy electronic music. It puts me in a relaxing mood in a weird way. I respond very well to low frequencies. When I hear a bass, that makes me feel good. I came from a songwriting background, where I was just singing at the piano, but I also have a love for electronic music. That’s when I knew that my project needed to combine these two. I want to take the things I love in pop melodies and mash them together with these dark, experimental sounds. It’s interesting to find the middle way to make it work.

Do you still start writing songs on the piano, or did your process change?

It’s so random. It can be a thought that comes up to my head, like a sentence, and then continue with a very simple piano melody to which I’ll add a lot of production. Sometimes, I’ll have heard a song where I really liked the bassline and want to create something that sounds like that. I like to flow from whatever the input is. That’s also why I started to produce myself. If I come up with something at the moment, I want to be able to get my idea on my laptop instead of waiting to get into the studio with someone else. It gave me a lot of control. I could decide what I want to write about and when I wanted to create things. Music is my way of releasing, coping, and being able to process thoughts and emotions that I don’t have someone to speak to about or maybe I don’t wanna speak with someone about it.

You released the single “Anxiety” in January. What’s the song about? What’s the emotion of it?

If you ask for emotion, you already get it with the title. I remember when I was making that song. Some people naturally can write about happy things like love. For me, I’ve always wanted to write about slightly more—not depressing—hard topics. That’s my way of processing and getting over them. I see it as a catharsis, where you can feel something at the end of the process. “Anxiety” was written when I was quite anxious. I’m always inspired by artists that can turn something negative, like a bad experience, into something positive. Most people will go through an anxiety attack in their life, and it’s an emotion that people feel more and more.

I wanted to turn that emotion into something where I knew that when I’m on stage, I have the feeling that I own it and am the voice in my head. When you’re on stage and can scream, “Anxiety!” from the top of your lungs, and people are screaming that back to you, that’s crazy. I love playing little characters in my songs and giving a voice to the voices in my head. The music is all about feeling a release, and “Anxiety” is part of this long narrative of the EP, which is this overcoming of a challenge. The song is part of a wider set of experiences that I had last year.

Is there an artist that opened the door for you to this sort of songwriting?

I love how Grimes is touching on really difficult topics, but I’m listening to it to feel great. I wasn’t expecting the dark meaning of “Oblivion”, as I was always thinking it was a cheerful song. I love that. I, too, don’t want people to feel sad when I go on stage. I don’t want to write sad songs and want people to feel good by giving them the energy to go out and smash it. I write a song in a day, basically, to get my emotions out and end up feeling decent.

You have an EP coming out in March. Is there something you can already reveal about the project that you haven’t told anyone else?

I haven’t really revealed a lot about the EP, yet. I created it very, specifically, with a purpose that was external to me, which was new territory for me. It’s coming out with a short film. For me, the EP is about world-building and creating immersive experiences, so the headline show will be a collaboration with a lot of different artists. We managed to get some funding for a semi-exhibition live show, where I want people to interact with this world, and they can be transported into it. I want everyone to feel free. The EP is called Soft Like Steel. I’m obsessed with texture, and I’m very feeling-driven. The whole point is that when you look at anything, like an idea or object, the human brain is hard-wired to look at it and immediately associate it with ideas. The brain makes us automatically think about things.

I studied free will at university and was really obsessed with different concepts. We know the mechanical working of our brains, and we all have different perceptions of beauty and what’s considered beautiful. I’d start getting inspired by things in life that are considered weird or disgusting. Someone can see steel and think it’s hard or cold, while I feel some way about that texture. The more you look at something and give it more thought, you realize how malleable the ideas you have are. On a wider scale, there’s so much subjectivity in the world, and I just want to be open to new ideas. The EP is about perception and finding freedom through being able to overcome the prejudice of the human race. We live more and more in a world where people just absorb things. I know that I don’t want to end in a mid-life crisis at the age of 45 and don’t know who I am. A lot of people are aware of it but don’t know what to do to prevent that. My advice is: to take a seat and take your time to work it out, talk to new people, and get inspired. It’s the first time that I have had an external message like that.

Is there an earth element that sums up the EP for you?

It’s interesting because I love conflicts and contrasts, so I would always put water and fire together. I have moments of water and moments of fire because I want people to experience the full spectrum with everything from pure rage to absolute peace. Sonically, there are songs on the EP that are like water and others like fire. I’m a Leo, so I got quite a fire in my nature, but I don’t want to have anger all the time. There are moments of passion and reflection. If I was visualized in music, I’d want there to be a lake to chill in but also a room that is very intense. That’s something we’re trying for the headline show as well. I want my audience to smell, touch, feel, and taste. It’s so fun to create a world where collaborations come into it.

There are so many people out there that are making such amazing art, and it makes me fulfilled if I can have a budget and bring creatives together. To do what I do and create spaces like that … that’s the best feeling. I feel very grateful because I never saw myself as having the ability to do that. I was so far removed from art. The biggest influence of art in my life was the Internet, and my brother and I listening to music. Apart from that, I was so isolated from art. At uni, I didn’t even have people around me that were doing something in art, so it’s amazing to now meet people that live in that world.

Discover LVRA’s new single “Venom” and follow them on Instagram

Pictures and interview by Maxim Meyer-Horn

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