Meet Pop Experimentalist Alfreda
Dream-pop, experimental, and full of style are three ways to describe Alfreda and her music. Based in New York City until the age of 16, the emerging songstress then moved to London, where she wrote and recorded her own songs. After some time honing her craft in the UK, the rising artist was introduced to the Berlin music scene. Meeting with a string of creative producers and songwriters who’ve worked with the likes of LCD Soundsystem, PJ Harvey, and Outkast, Alfreda created her unique sound and style. Along with releasing music, the singer-songwriter wears the hat of a businesswoman, starting her independent music label, aMotive Records. With her string of successful singles, including her newly released track and video ‘This Room’ and plans of releasing an EP in the new year, Alfreda and her artistry will be making massive waves in the months to come.
We got to chat with Alfreda about everything from her single ‘This Room’, moving to London at 16, aMotive records and more…
What’s your earliest music memory?
Listening to Radiohead’s Ok Computer in the back of the car while my parents were driving us from Amherst (Massachusetts) to New York City. We used to do that drive a lot while we were moving from A to B. And that was the record in the CD player. Those are the first songs I hummed to.
You partially grew up in New York City. Did the city have an influence on your music preferences and style?
Definitely! I feel like it contributes to why I’m pursuing pop music. I grew up in New York during the best time for female pop music. In a city like that, you couldn’t escape the shiniest releases of those years: Britney Spears, Gwen Stefani, Madonna, very early Gaga. I loved the performances and the videos, and from a very early age, I saw myself doing some kind of version of what they were doing.
Was it overwhelming to move to London at 16? How did you cope with such a huge change at a young age?
It was a huge moment but also felt very natural. I always knew I’d find my way back to a city. The real shock was when we moved from New York to Sussex. I didn’t get along with England for the first couple of years. My protest after the move was hiding in my room with Garageband and iMovie, escaping through making songs and videos. And I guess that was the catalyst for me choosing this career. So I’m not sour on the move, I loved those long weekends and summers at home.
Is there an artist(s) that has influenced you creatively?
The first person I was drawn to was Lady Gaga. I didn’t get it when it was huge at the time, but since then I’ve fallen in love with her. She is the writer of her songs, which are/were experimental, fun, and accessible, but then if you listen to her when it’s just her and a piano, she has this very emotional, powerful voice.
The other most important artists in my life are David Bowie, Madonna, Grimes, Grace Jones, Amanda Palmer, Harmony Korine, David Lynch, and Kanye West. And I’m thinking in terms of all-round artistry and performance style. To this day, those are the people who I still feel mostly creatively stimulated by.
‘This Room’ is a dream-electro pop masterpiece! What went into the making of the record?
Thank you!! It was produced in Paris by Thierry Fournie, who is a genius producer, and together we found the most beautiful sounds for this track. It’s funny because Craig Walker and I originally wrote it as an up-tempo, guitar-based pop-rock song, with the intention of pitching it to someone else. But after a few months, while I was putting together which songs of mine to use for this project, I thought This Room went well with the story arc of the EP. The story being about my feelings in an intense, emotionally abusive relationship, and the words sung through the voice of a magnified, caricature version of myself, with the caricature growing through each song.
Each single is so refreshing and different in its own right. How would you define your sound?
Someone described my music as ‘Chic Pop’ the other day, which I like. I want to write catchy pop songs that a listener can enjoy, whether they’re listening to the lyrics or not. But for those who do listen to my lyrics, will learn more about me and my character and the story I’m trying to tell. I personally don’t like throwaway singles, that’s clearly only a thing because of streaming, but I think it’s fickle. I don’t think it’s a great way to get to know a new artist.
So with four tracks out, will you be releasing an EP or album soon?
Girl of Our Dreams and Thunder both came out last year, and they were both to test the water of releasing music while I was working on other music. Their songwriting style and sonic style are very different from each other and different from the kind of songs I am releasing now. Anyone and This Room are part of an EP project which is currently in its release cycle, with the last two songs coming out in January and February. With the whole EP out soon after!
On top of singing and songwriting you also have an independent label aMotive Records, how did that come to fruition?
As I am currently orchestrating every relevant aspect around my releases by myself, I thought it made sense to create my own label. aMotive is the umbrella under which all my music can be released, being released in a place I can fully control.
What do you want to achieve as an artist and owner of aMotive Records?
Right now, I’d just love to find my audience. I would love to go on tour and express myself through performance and costumes and sets. Work with and learn from lots of creative new people, record albums. Of course, I’d like to be an artist who does all the big things. And as someone who underachieved at school, I want to achieve a lot now. But I’m trying to take it one step at a time, otherwise, I stress myself out. I’m now focusing on writing the songs I have in me and putting on more shows.
In terms of aMotive Records, it’s really meant to be the ‘safe harbour’ for my own music, securing me my creative freedom and independence. I am not ruling out any interesting future signings by others, though, but that’s still up in the air.
Get a first look at Alfreda’s new video for her single ‘This Room’ below…
