I met Louise Udin a.ka LOUUD in a Fulham pub. Contrary to it’s ‘Made in Chelsea’ rep, the borough is actually the home of rebellious creatives and strays I being one of them.
It was in Fulham that the Swedish artist honed her talent at the well hidden BIMM.
I first heard of LOUUD back in May 2014, while she and her merry band of BIMM artists and, after seeing them perform I employed slightly stalkeresque behaviour as I watched them gigging around town building up their courage enough to record their first sing pop with catchy melodies and a slight melancholy vibe having drawn inspiration from the likes of London Grammar, Banks and Tove Lo.
Debut single “ Fools “ that was released in early 2016 caught the attention of blogs like The Line of Best Fit, Popmuzik and Ja Ja Ja and got featured on Spotify playlists like Popjustice: New Music Friday and Tracks of the Week.
The latest sound that is playing LOUUD in our ears is Out of Love. The track was first released at the start of the year but the ever so savvy artist waited until the summer came to a close before revealing the epic music video which she happened to co-direct in order to inject a healthy dose of her 90’s pop influences.
I managed to catch up with Louise and, true to form, she was brimming with excitement. Talking about her latest release, the hotly anticipated music video for her stellar single ‘Out Of Love’. An addicting pop ballad about getting over a crappy ex. Speaking on the track she says:
“I wrote this song about that moment when you’re finally over an ex after a bad breakup and how liberating that feeling is. It’s about self-love and knowing that you don’t need to stick around in a relationship if it’s not good for you. It’s quite a sassy pop song with a bit of attitude, which is a side to me that I’ve never really shown before, so that’s been fun! Even though it was written from my own experiences, I’m hoping that a lot of people will be able to relate to it.”
Taking the microphone back from the LOUUD hands to ask some hard hitting questions and get to know Louise a little better…
When and why did you start playing?
I’ve been singing for as long as I can remember and I wrote my first song when I was 11. I’ve always loved music ever since I was a kid and even though my parents aren’t musicians, they always played music in the house so I think they’re the reason that music became my passion in life.
What band name alter egos have to tried out on your musical journey?
I went by the name Losec for a while in high school but it was very short lived, I did one or two songs. When I moved to London I came up with LOUUD that I created from my name and it just felt right.
What were the first songs you learned?
Probably the songs from Grease and Dirty Dancing when I was five years old, I used to love those soundtracks growing up and I still do.
What is the most embarrassing album in your music library?
I don’t think I’m embarrassed by anything, I mean I have all the cheesy pop stuff like S Club 7 and Britney Spears from being a 90’s kid but I think those songs inspired me to want to write catchy songs to sing along to, so no shame haha!
How do you handle a fuck up on stage?
I pretend like nothing happened and just continue playing. There’s nothing you can do about it after the moment has passed anyways so the show must go on!
Who or what is your ultimate influence, musical or otherwise?
Tove Lo has been my inspiration for years, she’s just always herself and she doesn’t care what anyone thinks and I love that, she’s a power woman! And musically she’s an amazing songwriter and singer. Her lyrics always hit home for me. But I have a lot of influences like JONES, Aquilo, Banks and Leon.
What scares you most in the world?
The future. I’m scared of what kind of world our children will grow up in.
If you were a superhero, what would your superpower be?
Invisibility. Could be fun to try that.
Where and when would you travel back in time to perform?
The places that I want to play are still happening, Glastonbury and Coachella are my dream gigs to play.
If I gave you an elephant where would you hide it?
In my back pocket.
Which instruments do you play?
I play a bit of keys, not so good that I would perform but good enough to write songs which is important. But I definitely want to get better at it.
Crunchy or smooth?
If you could have anyone locked in a room so that you could torment them for a day, whom would you choose and how would you torment them?
Haha, Donald Trump. I don’t know how but I wouldn’t be nice to him, that’s for sure, haha.
What was the last lie you told?
I can’t tell you that, then the secret is out 😉
Daisy Sells | WRITER