You might not be familiar with her yet, but we know that you’ll soon be hearing a lot from Lottie Jade. The nineteen year old’s soulful voice and raw, honest lyrics have made her one of the most exciting acts in London’s vibrant music scene – and it’s only a matter of time before she goes global. Already, her song ‘Oh Well’ has amassed nearly half a million listens on Soundcloud and she was highlighted as ‘one to watch’ in 2018 by RnB tastemaker DJ Ace. She’s quickly built up a wide fanbase across social media, with her eye-catching style and outspoken advocacy of self-love winning scores of Instagram followers. We caught up with Jade after the release of her latest single ‘Southside’ and in anticipation of her appearance at Bisou Events later this month to chat self-love, song-writing as therapy and the change she wants to see in the music industry.
When did you first start making music?
When I was in secondary school.
How would you describe your sound?
I describe myself as fresh, urban and honest .
Who are your primary musical influences?
Some of my primary musical influences are Michael Jackson, Queen, Britney Spears… I grew up listening to a lot of different genres, which I think definitely has helped with the music I make today.
On ‘Oh Well’ and ‘Run Down’ you sing about a troubled relationship. Were these songs based on your real-life experience? If so, would you say that creating music about this has been a therapeutic experience?
Yes, the songs were based on life experiences. I feel I wrote the songs once I was able to see the bigger perspective of the problems I had in my previous relationship. It did become something that was very therapeutic for me and I believe my experiences were able to help others too which is wicked to know.
Your lyrics seem very personal in nature, yet the beat and backing track are relatively upbeat and defies the expectation that when an artist is being raw and honest in their tracks, they have to be producing more melancholy songs. Is this something you’ve thought about, or is it natural for you to approach these topics in an assertive, empowered way?
With my audience I want them to have two different perspectives whilst listening to my music depending on what emotions they are feeling. Whilst feeling positive that up-tempo beat just lifts the spirits a lot more you know… if they’re more emotional they will eventually go deeper into what the lyrics actually mean. Either way, I’d like my audience to enjoy the song with whatever emotions they’re feeling, which I think is very important with making music. Whilst creating my content it’s been quite a natural thing that’s happened to have an up tempo beat with meaningful lyrics. I never planned it to work out that way but it seems to be the way most of my songs come out which is cool .
Your latest single ‘Southside’ makes reference to your London background. How has living in London, specifically the South, influenced you as a musician?
Being from South London has definitely influenced my music; from the things I’ve seen, to the things I’ve heard, to the way people react to certain actions… I think every area of London is different with how they deal with things, so for me with making my music, I’ve always looked at situations from the perspective of someone coming from South London. I know people have quite a bad perspective of South London thinking it’s always full of issues, but I’ve always wanted to show the best side of being from South London with my music. Being from South – you are free to be creative. We are not afraid to express our opinions, our emotions… I think that definitely shows in my music.
On Instagram, you are also a vocal advocate for self-love. Why do you think it is important for you as an emerging artist to love yourself and to encourage others to do the same?
When you do music people almost look up to you as a source of encouragement. Your actions can affect many people so you suddenly have a responsibility to keep others in check with themselves as well as yourself. So I thought it was important to express the need to self love and self-care as much as possible because sadly there is not enough people showing it these days ….I know a lot of my supporters are female and young and that right now there’s not a lot of good role models out there, so for me it’s important that I continue to tell everyone how important they are. I know growing up I never had that artist that I could relate to who actually encouraged me to feel good about myself. It’s such a beautiful thing for me walking down the street and having young girls come up to me and tell me that I make them feel good about themselves .You never realise how much power your words have on other people. So just spread as much love as possible because it does make a huge impact.
Following on from this, how do you think the music and fashion industries need to change in order to contribute to a healthier society?
I think people need to stop worrying about what other people are doing and focus on what makes them happy. I feel there is a lot of pressure to look a certain way, or to act a certain way. We are moving backwards rather than moving forward. In the upcoming music scene everyone looks the same, sounds the same. No one is really expressing how they feel. People are making music like it’s nursery rhymes just to make a quick banger or a quick hit single. The music has no meaning, not many people are talking about real situations. People are taking about materialistic things they have never even had and know nothing about; clothes they’ve never had, money they’ve never actually had, it’s all just imagination and a lot of the kids are listening to it thinking this is the real life style. No-one is really making real music any more and that’s very worrying and not healthy because it’s filling minds with unrealistic fantasies from a young age. A lot of the music made today has explicit content which obviously isn’t healthy for our young kids to be hearing. I could go on for ages, I just feel there needs to be a change in what we talk about as musicians as we are the voice of our generation & we have responsibilities to address topics that perhaps our audiences can’t do for themselves.
What are you working on right now?
Now I’m working on more music, music videos, more collaborations. Just a body of work really.
Looking towards the future, what do you hope to achieve in the next few years?
I would love to be nominated for some sort of award whether it’s at the Rated Awards, the Mobo Awards…just some sort of award. To be recognised for my positive messages in my music would be great.