Maxim Meyer-Horn

7 May 2023
Music

On Our Radar: Georgia’s Dystopian Pop Princess Creams Is Ready to Emerge From the Underground

For many, Natia Chichinadze is already among the most exciting names in the underground fashion and culture world, but with her musical project Creams, she is ready to rise to the surface. Originally born in Georgia, the artist now lives in the German capital of Berlin, where she is putting the finishing touches on her new EP. The first singles, “Gemstones” and “Need to Talk”, already show her groundbreaking vision of pop music, but with her new single, “Almighty”, we want to introduce her to those of you who don’t know her yet. Creams is the next artist within our On Our Radar series and will undoubtedly surprise you with her music.

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

If someone is not familiar with who I am, I would introduce myself as a musician who enjoys experimenting with different styles of music. While I primarily make pop music, I produce it myself, which gives it an experimental touch. I rely on my instincts rather than knowledge when creating my music.

Which artists have inspired you to make the music you’re making now?

There are many artists who have inspired me, but if I had to name my top three, they would be Patti Smith, Björk, and PJ Harvey. Each of these artists has had a profound impact on my perspective of music. Their influence on me is so deeply rooted in my subconscious that I will never be able to erase it. Patti and PJ showed me the beauty of expressing oneself unapologetically.

They taught me to simply create whatever comes to mind without being overly concerned with being neat or polished. Rather, they encouraged me to embrace a more grungy and authentic approach to music. Björk introduced me to classical arrangements, which I continue to use actively in my own music. She taught me the value of being experimental and to never be afraid of trying new things.

You were born and raised in Georgia’s city of Tbilisi. What’s the impact of your heritage on your music?

Just a slight correction: I was actually born and raised in Batumi, a beautiful seaside place in Georgia. Although I moved to Tbilisi seven years ago, Batumi has remained the main influence on my music. The combination of its unique culture and vibrant youth scene played a significant role in shaping my artistic direction. Being situated on the Black Sea, the location of Batumi itself had a profound impact on my creativity. I believe that growing up in a coastal town has a unique effect on artistic inspiration. Batumi gave me so much in terms of musical influence, as almost all of my friends there knew how to play guitar or piano, and singing was a common pastime.

Your music has a dystopian, destructive energy. What attracts you to these soundscapes?

Honestly, I’m not entirely sure how I ended up creating this type of music. It’s crazy because my friends always tell me that I come across as a positive and happy person, yet my music tends to have a more melancholic and dystopian feel to it. It has a lot to do with my tendency to overthink things. When I was a child, I used to be afraid of being alone. Growing up in a big family, the first time I experienced being alone, it was quite overwhelming. My mind would always race, mostly with negative thoughts. Since I was 17, I’ve experienced panic attacks, which only added to my anxiety. I needed something to comfort me, and I found solace in music. Music has always made me feel happy, so I started filling those silent moments with music.

We were immediately obsessed with your single, “Need To Talk”, which opened many doors for you. How have you experienced the reaction to this song?

To be honest, I didn’t have any expectations when I released the song. When I first started, I used to check every five minutes to see the views and engagement, but I don’t do that anymore. I’ve come to realize that I can’t control it, so I just let it be. With “Need To Talk,” we put a lot of effort into the video, but the interesting thing is that it was more praised for the song itself. This might be because people are becoming increasingly detached from YouTube and spending more time on platforms like TikTok and Spotify. Regardless, I’m grateful for the reception the song has received, and it’s been an amazing experience to see people connect with it.

Your new song, “Almighty”, sounds moody and intriguing as well. What’s the story behind the song?

The song, “Almighty”, is about feeling powerful and being in control. It includes several different stories, as I like to write little fiction tales and imagine unreal things, often involving half-human, half-creature beings. In this song, I am that creature, unbeatable and fierce. I believe that the most potent force is the power within ourselves, and we need to learn how to harness it and use it to our advantage.

How are you currently developing your sound? What direction are you going for?

I am attempting to learn something new every day, or at least every week. Last week, I tried to create a core sound using granular synthesis. These unknown and experimental moments guide me in determining the direction in which I want to go sound-wise. I entirely rely on my instincts and taste, and my sound develops each time I try something new.

Your music gets even better because of the great visuals. How would you describe your style?

To describe my style, I would say that visuals play a crucial role in my music. Even while working on a track, I imagine different scenes and visuals that help me to feel the song and guide me emotionally and musically. Personal style choices, such as what I wear and how I do my makeup, also help me feel more involved in the creative process. As a musician, it’s not just about creating music for me. In addition to writing, producing, recording, and arranging my music, visuals are equally essential. Whether it’s designing a single cover or selecting performance outfits, everything contributes to creating a world that reflects my innermost dreams and aspirations.

We’re almost halfway through 2023. What else can we expect from you?

I am hoping to release at least one single every month. I understand that this goal will be challenging to achieve, as maintaining consistency can be difficult. There are times when I feel extremely motivated and follow my to-do list diligently, but there are also weeks where I lack motivation and feel unmotivated to do anything at all. This inconsistency makes the task challenging. However, I will strive to release a single at least once every two months, as I have a lot of music to share with the world. The challenge is to prepare it for public consumption.

Follow Creams on Instagram and Spotify.

Pictures by Salome Esabutashdili

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