By: Karen Steinberg
Photo By Matthew Kavanagh
Q) We last spoke in 2022. How have you evolved as an artist since then?
A) Oh my gosh, SO much has changed since 2022! I feel like I’ve really stepped into who I am as an artist. Back then, I was still figuring out my sound and where I fit in. Now, I’m way less concerned about fitting into anything. I’ve really embraced the electro-pop and hyperpop world, pushed myself creatively and become a lot more fearless with my music, visuals and fashion. I think the biggest evolution has been trusting my instincts and not being afraid to be a little weird. That’s where the magic happens.
Q) I love your new song “Grilled Cheese!” What inspired the track?
A) Thank you!! Honestly, the whole idea came from that feeling of being out with your friends, having the best night ever and realizing you don’t need anything fancy to have a good time. Whether you’re dancing until 6 AM or at home making a grilled cheese sandwich in your kitchen, YOU are the party. I love taking something completely ridiculous and turning it into a song that makes people feel confident and hot. It’s fun, it’s cheeky and it doesn’t take itself too seriously, which is exactly the energy I wanted.
Q) You dropped “Caviar” in August. What makes “Grilled Cheese” the perfect follow up single?
A) “Caviar” was actually the beginning of the whole “Grilled Cheese” world! It wasn’t a single, but the first introduction to the cinematic skits we created leading up to the release. I loved the idea of building a story around the music rather than just dropping a song and calling it a day. Everything was intentionally a little over-the-top, fashionable and ridiculous in the best way. I wanted people to get a taste of my personality and sense of humor before they even heard the track. It was really about creating an experience, not just a release.
Q) Erik Rojas directed the video for “Grilled Cheese.” How did his vision for the song connect with your vision for it?
A) Erik has honestly become family at this point. We’ve been shooting music videos together for the past two years and there’s such a creative trust between us. He just gets me. He understands my world, my taste, the sometimes crazy ideas I have in my head, and knows how to bring them to life in a way that feels elevated and cinematic. What I really appreciate about Erik is that he’s not afraid to challenge me. He’s honest, he’ll tell me when something needs to be pulled back or pushed further, and I think that’s so important in a creative relationship. I don’t want someone who just agrees with everything I say. I want someone who makes the vision better. We’ve built this creative shorthand where I don’t have to explain every little detail. He understands the NOVUL universe and together we keep finding new ways to push it further.
Q) Fans were introduced to “Grilled Cheese” through unique serialized content that blends your sense of humor with your unique fashion sense. Where did the idea come from to include vignettes for a short film to promote your new music?
A) I wanted to create something that felt more like entertainment than promotion. We’re living in a world where everyone’s constantly scrolling and I didn’t want to just post another video saying, “Hey, my new song is coming out!” I wanted people to actually get invested in the world around the song. I’ve always loved fashion, film and comedy, so creating these little cinematic moments felt like a natural extension of my personality. We leaned into that slightly absurd, indie-film kind of humor, where everything looks really serious and beautiful, but what’s happening is completely ridiculous. I love that contrast. It’s also been such a fun way to show people another side of NOVUL beyond just the music.
Q) You must be hearing from fans who are reaching out to tell you how much they love these new songs. What kind of response have you been receiving?
A) It’s honestly been so much fun seeing people connect with the new music. I love when fans pick up on the humor and attitude behind a song because it means they’re really getting the world I’m creating. And seeing people discover my music for the first time is always exciting.
My fans, the Novulties, have been with me through so many different eras and I love that they’re growing with me. I also really value having actual conversations with them. It’s not just about streams or numbers for me. It’s about building a community of people who genuinely connect with what I’m doing.
Q) Once again you work with NASHUP as producer. What is it about his style that continues to make him such a great contributor to the music that you make?
A) Nash [Overstreet] and I have such a great creative chemistry. He really understands my sound and knows how to push it without losing what makes it NOVUL. I love big, bold production, unexpected sounds and music that makes you want to move and he’s so good at bringing those elements together. He’s also not afraid to experiment, which is huge for me. I never want to make something that feels too safe or predictable. We can throw the craziest ideas around in the studio, and somehow, they turn into something that works. I think that’s when you know you’ve found a really great creative partner.
Q) As an indie artist you’ve had quite a year, including a tour supporting AQUA, performing at SXSW and even performing at NYC and San Diego pride. What were some highlights for you this year?
This year has been such a whirlwind in the best way. Getting to open for AQUA on their Barbie World Tour was definitely a full-circle moment. Growing up listening to their music in my little prairie town and then getting to share the stage with them was pretty surreal. Performing at two official SXSW showcases was another huge highlight, along with headlining Motor City Pride, performing on the iHeartRadio float at the NYC Pride Parade, and hitting the main stage at San Diego Pride alongside Krewella. I also got to open for Alyssa Edwards in Canada, which was such a fun experience! Beyond the live shows, seeing my music continue to grow, receiving support from SiriusXM Hits 1, and having my visuals recognized through VEVO editorial support have been really exciting milestones. But I think the biggest highlight is realizing how much I’ve been able to build independently. Every show, every release, every new fan feels like another piece of the puzzle coming together. Coming from a town of about 490 people, I still have those moments where I look around and think, “Wait, is this actually my life?!” And the crazy part is, I feel like I’m just getting started.
Q) With “Caviar” and now “Grilled Cheese” out is this a prelude to a full album or EP?
A) There’s definitely more music coming! I’ve been spending a lot of time in the studio, and I have a whole collection of songs that I’m really excited about. I love the idea of creating a full body of work where the music, visuals and overall world all connect. I’m not quite ready to give everything away yet, but I will say that this next chapter is going to be bold, unapologetic and a little unexpected. Very NOVUL. I’m excited for people to hear what’s next!
Q) Who are some artists that you would love to collaborate with on music in the future?
A) LISA would be an absolute dream collaboration! I love how she blends music, fashion and performance into this whole world that’s so distinctly her. She has such an incredible presence, and I think our styles could come together in a really unexpected way. I’d also love to work with Doja Cat. She’s fearless, constantly evolving and isn’t afraid to push boundaries or have fun with her artistry. I’m really drawn to artists who have a strong creative identity and aren’t afraid to take risks. I think the most exciting collaborations happen when two different worlds collide and create something completely new.
Q) What would you like to say to everyone who are fans and supporters of you and your music?
A) First of all, THANK YOU. Seriously. Being an independent artist isn’t always easy and there have definitely been moments where I’ve questioned everything. But having people believe in my music, show up to my shows, share my songs and genuinely support what I’m creating means more than they’ll ever know. I come from a tiny prairie town in Saskatchewan with about four hundred and ninety people and I was just a little girl with really big dreams. The fact that I get to chase those dreams and have people along for the ride is pretty incredible. And to anyone out there chasing something that feels impossible, please don’t give up. Keep going, even when it feels like nobody’s watching. You never know what’s around the corner.
I love you, Novulties. We’re just getting started!