FEATURE:
Spotlight
Chxrry22
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AN immense artist…
who has just been tipped by Spotify as a rising names to watch, there is a lot of love behind the brilliant Chxrry22. I cannot recommend her highly enough. Her Siren E.P. came out in October. It is one I would advise everyone to listen to now! Chxrry22 is such a remarkable artist who is not going to be stopped. You just know she will go all the way in the industry. I adore her music. The Canadian definitely has some huge fans here in the U.K. I hope that she gets to see us soon. Prior to getting to some interviews with her, it is worth getting some background to this amazing artist:
“Singer Chxrry22 is known for her sultry and atmospheric blend of pop and R&B. After signing a major-label deal in 2022, she issued The Other Side EP, followed a year later by Siren.
Born in Toronto to Ethiopian immigrants, Chxrry22 (pronounced Cherry) became interested in music at a young age and began posting videos of herself singing online. By 2017, several videos had gone viral and, after moving to Atlanta, she caught the attention of label executives who signed her to the Weeknd's XO Records. In April 2022, Chxrry22 released her debut single, a lush and moody ballad called "The Falls." A second single, "Call Me," followed several months later, and both appeared on her debut EP, The Other Side. Over the following year, Chxrry22 issued a string of similarly dreamy singles like "Worlds Away" and "Never Had This" featuring Vory, the latter of which appeared on her sophomore EP, Siren, in October 2023”.
Understandably, there was a lot of interest around Chxrry22 and Siren. With her 2022 debut E.P., The Other Side, getting acclaim and putting her on the radar, Siren is a work that takes her to new heights. Confirmation that she is a major talent to watch. I am going to come to some interviews soon. First, this feature from Rolling Stone Australia highlighted just why Chxrry22 is the first woman to sign to The Weeknd’s record label:
“Two weeks after our interview, Chxrry22’s excitement was curtailed by the news that The Weeknd had postponed his Australia and New Zealand shows “due to unforeseen circumstances.” The wait is on now until she gets to support him Down Under once the shows are rescheduled for 2024.
Luckily, though, Chxrry22 was an artist who had so much more to discuss aside from the tour in the meantime, including a recently released EP, Siren. And as the first woman signed to The Weeknd’s XO Records, big things are definitely in the emerging artist’s future.
Siren contains two huge collaborations: “Favourite Girl”, which features a guest spot from Offset, and “Never Had This”, a joint effort with Vory. “I actually made the song years ago. I sat down with my team, and for the first time ever, I had them pick their favourites. I could tell the direction of the music that they were choosing,” Chxrry22 revealed about the latter track.
The connection Vory, facilitated by her cousin, added an extra dimension to the track, Chxrry22 expressing her excitement at discovering a perfect match. “He [her cousin] DMd it to Vory. Vory texted me and he was like, ‘I want to get on this,'” she recalled, emphasising the organic nature of the collaboration.
The Canadian was quick to highlighted the collaborative aspect of the EP as a whole. “This project was very much a mishmash of a lot of people working on it at different times,” she explained, a far cry from her usual style. “I do generally like writing alone and I do like starting things with a very tight knit team,” she added.
Drawing parallels between her current release and her previous EP, The Other Side, Chxrry22 spoke of her artistic growth. “I feel like I’ve reached a new level in my career and in my life,” she insisted. “I think when I made it, I was very lonely, fighting to be seen, and wondering like, ‘Will any of this work?'”
Chxrry22’s experienced a somewhat meteoric rise in her career, rising from posting covers on social media to signing with the aforementioned XO Records. “I didn’t really have a plan,” she admitted. “I didn’t know what I was doing, and I think that’s why it worked out so well!” It was this fearless approach that allowed her to navigate the tricky terrain of the music industry with determination.
The subject of XO Records naturally came up in conversation, and Chxrry22 was only too happy to acknowledge the transformative impact signing with a record label associated with one of music’s biggest names had on her.
“I’m very lucky because I know that there are two sides to this industry,” she said. “It’s very scary for women.” She expressed gratitude for the level of protection and respect provided by the label, enabling her to navigate the industry with a heightened sense of assurance. “I feel very lucky,” she added.
Working with The Weeknd – or Abel to Chxrry22 – was also a huge influence on the artist’s musical journey. “When Abel and I speak, I learn a lot from him,” she said.
Both The Weeknd and Chxrry22 grew up in Toronto, and the Canadian city proved formative to the latter’s rise. “Growing up in Toronto is very interesting because you do see a lot of different people that come from different walks of lives and different cultures,” she explained. “The music you hear is kind of all over the place.”
“It makes you feel like – especially as a black woman – I can make any type of music. It’s very liberating knowing that you can make anything you want.” For Chxrry22, iconic artists such as Celine Dion, Whitney Houston, Nickelback, Shania Twain, and Avril Lavigne proved instrumental to the development of her own sound.
She might be dropping stylish EPs and touring – until postponement, of course – with R&B superstars, but that doesn’t mean Chxrry22 has stopped working on herself. “I have a vocal coach, and she is very big on me trusting my own style and not singing like anyone other than myself,” she revealed. As for her future projects, there’s lots on the way, including a debut album.
What advice does Chxrry22 have for artists looking to follow her path to musical success? “Stick to what you like and stay very rooted in your decisions,” she advised, also stressing the significance of authenticity in one’s journey, and the need for genuine connection with fans”
Rated R&B hailed a burgeoning R&B artist who was finishing off a huge year. Chxrry22 discussed her upcoming tour with The Weeknd, in addition to a magnificent E.P. that showcases her staggering voice. This is an artist I am new to but compelled to follow for as long as possible. I know there are a load of people in London that would love to see her on the stage. Maybe that will happen later in the year. I am pumped to see just how far she can go in the industry:
“How would you compare your mindset going into The Other Side vs Siren?
I didn’t even have a mindset for The Other Side. I was like, “God, I hope this works.” With The Other Side, I was definitely more unsure and more hungry. I think you could hear that in songs like “The Other Side,” where I’m talking about: “You never know where you’ll be in five years.” I was really manifesting [and] talking myself down the ledge because, at the time, I didn’t believe half the things I was singing about.
I didn’t have that confidence. Now, I do because I’ve seen the growth. I see some results. I know what my fans want out of me. I know what they think of me. I want to put that in my music and get closer to them. Making Siren was a lot easier and fun because I got to be myself and tell all the fun stories that I wanted to tell without the pressure of, “Am I gonna make it?” (laughs).
I feel like once you’re in the door and you have somewhat of a fan base, it feels good to know somebody’s waiting on something from you. Honestly, my fan pages keep me going. They talk to me every day. They update me on things that I don’t even see. They’ll post my accomplishments. It makes you feel like, “Oh, okay, somebody’s watching and somebody’s waiting.”
What’s the inspiration behind the title Siren?
Originally, I didn’t name it Siren. I had a different name, which I won’t disclose because I might use it in the future. It was a very dominant and powerful name. I was talking to my friend and describing myself. I was like, “I just have siren energy.” Then I was just thinking on it like, “I need to name this project Siren because there’s so many women and people in general that fit the description of what a siren is.” I think it’s a cool way to tie it all in and put a name to this type of energy.
Sirens are known for their enchanting voices. How intentional were you with incorporating the sense of allurement into this project?
Very intentional. I feel like my perspective, my ways of writing, and the way I approach music is very much due to my upbringing. I was raised by three men in one household. I had to figure out how to get my point across or how to get my way without being too aggressive. I feel like that’s carried me through my adult life and my teen years. The way I write is based on that and a lot of my experiences.
I think there’s a misconception that sirens are very manipulative and that they use their beauty to get what they want. It’s almost like a negative thing, but I feel it’s a very smart way to get what you want out of life. I don’t think it’s just about beauty. I think it’s about the way you carry yourself and saying things the right way to get the result that you want.
What was your creative intention for the Siren cover art?
I was in a studio in New York. I don’t remember the name, but I walked in and saw this picture. It was huge, and it was this girl lying down for a Playboy cover. Her hair was really long [and] covered in her body. I looked at my boyfriend and was like, “That has to be my album cover one day or cover for something I do.” I took a picture of it, and I sent it to my manager. I was like, “Keep this in your phone.” When it came time to do the cover and we had a creative meeting, I was like, “I think this is what I want to do.” Everybody was like, “This is fire. Do it.”
My friend [Alexandra Alva] shot it, and it turned out perfect. It became my own interpretation because, like I said, I don’t think I had the name Siren at that time. I was just going off of the picture and my own taste. It just happened to be long mermaid hair, like a siren, and it all tied together. This project is really me. Everything is really me. I don’t have an A&R [or] a big creative team. It’s just very much my taste and my story. I think the cover is another representation of, “Oh, that’s some Chxrry sh*t,” because it’s very me.
What message do you want to leave to fans after listening to Siren?
I want them to feel like: “I want to be this girl’s friend” and “I feel like my best self when I listen to this person. I feel like I could do anything and be anybody I want to be.” This project wasn’t to be sad. I didn’t want it to be super emotional. I wanted it to be a declaration of confidence, dominance and fun. I want people to have a good time with it. In the album, we’ll dive into stories and sad stuff.
What can you tell us about your upcoming stadium tour stops in Australia with The Weeknd?
Well, my set list is fire! It’s so large and dramatic. This is a project that when people see it live, they’ll really connect to it and it’s really going to make a lot more sense. But, I feel excited. I’m trying not to have imposter syndrome anymore, where I’m like, “Well, why me?” And it’s like, “Bitch, because you’re fire!” I think I’m stepping into the role of like, “Okay, I work my ass off. I do everything myself. I deserve to be here.” I want to keep working hard and being the best artist ever.
You mentioned your debut album. Have you started working on it?
I’ve started making some songs. There’s definitely songs from the past that I know are very fitting for an album. I don’t have a name yet. That usually comes later in the process. But I know that I’m going to be a lot more vulnerable on this album and just more hits. My songwriting is evolving. I’m working with more artists now. I think when you do a lot of things yourself, you forget there’s a world of people out there [who] want to work with you. I’m definitely tapping in with more artists and just building”.
I am going to wrap up with this interview from Russh. If you do not know about Chxrry22, then you really need to tune in! Connect through social media and listen to Siren. Definitely a name in music who will define 2024. This year is going to be made so much richer by incredible women putting out the most wonderful and strong music. I love what Chxrry22 is doing:
“Posting a video of yourself to the internet and reaching the kind of virality that changes the path of one's life and career is a relatively common experience in today's TikTok-driven climate. But back in 2017, before Gen Z took over the internet with choreographed dances and political hot takes, a story like that of Justin Bieber (who was discovered on YouTube as a pre-teen) was hard to come by.
But that's exactly what happened to Chxrry22 (pronounced 'Cherry'), the Ethiopian-Canadian singer-songwriter who posted a video of herself singing song covers to Instagram and soon became the first woman signed to The Weeknd's record label, XO. Growing up, Chxrry22 knew she wanted to be famous — she just didn't know what for. But singing was always what she was known for, whether that be in church or in the choir, she just didn't realise it was possible until she got the call to come to Los Angeles for a meeting — something she initially thought was a joke.
Now, technically, living in L.A. with time split between her home city of Toronto, Atlanta and New York when she's not on the road, Chxrry22 released her highly-anticipated EP, Siren, last week to a cult-like audience — who already knew every word four days later at the intimate release party in L.A. on Monday evening. She's been announced as the opening act for the Australian and New Zealand leg of The Weeknd's tour (which was recently postponed with dates to be announced in 2024), counts SZA as a fan (if IG follows are anything to go by), and sat front row, beside Emily Ratajkowski, at New York Fashion Week in September
Here, we speak about the creation of Siren, communication with fans, and what's to come.
Congrats on your EP, I’ve been listening to it all weekend. It’s really so good. The response online has been amazing, too. How did it feel to finally play it live last night?
I was very taken aback. I wasn't expecting everyone to know all the words already. But they knew every single word. I was honestly so shocked. I think that's why there were so many points where I would stop singing because I was looking at them very puzzled, like, 'Huh?'
You have really great stage presence. Do you get nervous beforehand?
As I do more performances, I get less nervous. But I definitely get overwhelmed sometimes when I see so many faces in the crowd. I feel like I have out-of-body experiences when I'm on stage sometimes. Because I'm like, 'How are all these people here? To see little old me?'
You looked amazing last night and have such a specific aesthetic in general, how much do clothes and beauty have to do with the way you communicate with your fans?
I think it plays a big role because they love me for my music, but I think they really appreciate the whole package. They appreciate how much I put into my creative and how intentional I am even just with colours. A girl at the show yesterday came up to me and said that she'd made me clothes, specifically in red and black. It just made me realise that they really appreciate all the little things that go into it. I think it plays a huge role in the way we connect and communicate.
What did she make you?
She made me bunch of designs. But the one that she was really excited about was this strapless dress which was sheer in the middle and had belts and lace on it, it was very intricate.
So cute! So back to Siren, can you talk me through the process of making it? How long did it take? An how did it all come together?
I started making this project last year. Once I finished my first project, The Other Side, and it came out, I let it live for a couple of months. It was my first project ever. So I was just seeing how people reacted to it and what people gravitated towards, and just naturally living with the music in the real world. I took a lot of notes. And around December, I started making Siren. I would say, honestly, until a month before it came out, I finally was like, 'Okay, this is done.' I'm very picky and very particular, so I was going back and forth about which songs I wanted to put in and which songs I didn't”.
I shall leave things there. It is going to be a busy and huge year for Chxrry22. With some massive tour dates ahead and the likelihood of festival demands, it is no wonder she is begin tipped as someone to watch very closely. I have not heard her much on U.K. radio. I hope her music gets more airtime here. Siren is a stunning E.P. that should be played far and wide. Confirmation that she is a very special artist indeed. Many might see her as ‘rising’ right now, though it is clear that…
MAINSTREAM success awaits.
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