Maxim Meyer-Horn

8 Feb 2022
Music

On Our Radar: Amsterdam-Based Singer Joya Mooi Is a Modern Storyteller

We love to discover new artists every day and recently came across a very promising new talent. The Amsterdam-based singer Joya Mooi has her roots in Soweto, a township of Johannesburg in South Africa, and has a voice that feels like a warm embrace on a cloudy winter day. Inspired by her debut EP Blossom Carefully’ and her recent singles, we wanted to get to know the artist behind the enchanting music and asked our lovely photographer Ines Vansteenkiste-Muylle to join her in Amsterdam.

How would you introduce yourself to someone who isn’t familiar with what you’re doing?

Basically, I’m Joya Mooi, and I’m a musician. I love to write honest tales: that’s my thing.

Your music is often described as feel-good music. How do you feel when you make music?

It’s funny that a lot of people view it as feel-good music. I really enjoy making music, but it comes from a very personal place. Sometimes, it’s a little bit dark or a little more cynical. It could be joyful as well. Making music comes very naturally to me, so I just feel human and feel like I’m listening to myself. From the little stories trapped inside of me to the bigger perspectives, I take what goes around in my mind seriously.

Your debut EP Blossom Carefully came out in 2020. Would you say you blossomed carefully throughout the past years?

I do think that I blossomed carefully, but I also learned to take my time with my music. Nowadays, everybody is focussing on speed, traction, and making content, but it works better for me when I take time with my music because then I’ll enjoy it as much as I can. So I’m finally blossoming carefully, yeah.

Could you guide us through that creative process of writing a song?

I do a lot of sessions, but not day-to-day. I couldn’t write a song every day. I find it quite impressive when artists do that, but I can’t pour my heart out every day. I write songs all year long, and maybe I’ve been working on a theme without realizing that yet. I sit with the music, talk with people, and ask what they hear.

I’m mostly focussing on the little tales that I collected. Once I have the story drawn to what I want to tell, I’m heading to Pinterest to create what I see and slowly start to call people up to ask them if they want to help envision my story. I’m into the visuals, but I really want to have them right to accentuate the story. That’s the main focus.

Do you think you can write a song based on visuals you find inspiring like a painting or photography?

I mostly write from situations, and it could be fiction or nonfiction. Anything that could inspire me. Sometimes, it’s personal stuff, but most of the time, it’s drawn from the book I’m reading. Sometimes, it’s also art like fine art, but I don’t think that I’ve already come across a picture and thought of a tale. Maybe, when it’s from a photograph I know well; for example, my father or a family member, but then it triggers something else in me.

Writing is a big part of your life, so is it something you prefer to do on your own, or do you like writing in a group?

No, I always write alone. I try to take my thoughts seriously, and I do it better when I’m alone by myself or sometimes when I’m working with one producer. I think I wouldn’t be able to work if there are too many people in the room.

Is it frightening for you to release songs since your music is something very personal?

When I started releasing music—or maybe still—I’m aware that I’m putting out music, but when I hear the music aloud or hear other people reference it, I sometimes forget that they can listen to my music. (Laughs) I’m still making my way feeling okay with me being so personal in my music. It’s hard for me to not make music, so I rather have all my thoughts out there than hide in a closet and not let anyone in.

It’s probably also a bit of a relief to release music?

Yeah, the biggest.

We got a couple of singles last year. Is there a common theme throughout these songs?

They are really in line with each other, and I’m also figuring out the upcoming project we’re doing. I’m not sure yet what the form will be, but it’s definitely part of a series or a project.

Having that in mind, what are your plans for 2022?

Last year, I created a lot of music that I really like, so I’m still figuring out what I’m going to do with that project-wise. I think soonish there will be reworks and remixes coming out from three different producers. That’s first on my list.

Do you think that these reworks could inspire you to explore new sounds or genres?

Yeah, definitely. I’m always open to different sounds, and I don’t tie myself to any type of music. I’m very open when it comes to music. Sometimes, you need to hear somebody reworking your music to be able to think you can actually do that.

So what would you say is the most important part of your music?

My voice. I’ve been playing some different instruments, but my voice is the key ingredient to my music. When I create—when it’s sounding more dreamy, for example—I always try to counterbalance it with a sonic tale that is more out there or even more aggressive. I love balancing out and telling different stories within a story that’s where I get the most joy out of. To say something very raw with a dreamy sound that’s what I love to do the most. Visuals are very important, but that comes second to crafting the musical tale.

Talent: Joya Mooi
Photography by Ines Vansteenkiste-Muylle
Assisted by

Special thanks to Stijn Kierkels (MOTEL)

Interview: An Introspective Dive Into Ego, Art, and Raw Sound With Pop Icon Agnes After nearly two decades in music, Swedish artist Agnes is entering her rawest, most personal era yet. Her new album…
PREMIERE: GET INTO BIBI SECK’S BOX! Bibi Seck, Belgium’s celebrated DJ queen, known for her vibrant mix of house, disco, techno and all things funky, now…
10 Things Chibi Ichigo Says “BUH” Too Chibi Ichigo is nothing less than a lyrical genius. The Brussels-based artist has been grabbing our attention repeatedly over the…
INTERVIEW: PinkPantheress about Fashion and Self-Expression PinkPantheress has never been one to play by the rules, whether in music or in fashion. Just as her sound…
X

Subscribe here for free pizza*

(*Pizza might actually be our newsletter)

This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies.