FEATURE: Spotlight: Amanda Reifer — Music Musings & Such

FEATURE:

Spotlight

PHOTO CREDIT: Jamar Harding

Amanda Reifer

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A divine and simply extraordinary artist…

PHOTO CREDIT: Jimmy Fontaine

that everyone needs to listen out for, Amanda Reifer is someone very much equipped to go the full distance in music. She has an extraordinary sound and songwriting style that is so distinct and different. There are not that many interviews with her from this year. I want to start by going back to 2022. Following on from the 2020 single, Shitty Day, Amanda Reifer was in the process of putting the video together for the phenomenal single, Bag. Although I would argue this year has been important in terms of her career and evolution, 2022 was a big one. Poptized spent some time with Barbadian artist. Someone whose best days, I feel, are not too far away:

“Amanda Reifer is making 2022 her year, and she’s making sure it’ll be your year too. Infusing affirmations and good energy into her upbeat music, her songs are the perfect soundtrack for manifesting your goals. Her latest single “Bag,” her first release with Republic Records, is a vibrant pop song that combines a variety of genres, and it’s the perfect song to kick off your new year.

Brigid Young: Hi! Thanks so much for taking the time to hop on this call with me!

Amanda Reifer: Of course! Thanks for taking the time to talk to me! The feeling is mutual.

BY: So congratulations, first of all, on your release!

AR: Thank you!

BY: This is your first release since “Shitty Day,” which was back in 2020. How does it feel to have put out a new single?

AR: I’m really excited. I’m really excited, too, that it’s with the Republic partnership. It makes me feel like I’m moving forward after working for so long as an independent artist. It’s nice to have that support, and it’s a good start for me in terms of what’s to come for the rest of the year. Just super excited about it all.

BY: Do you feel like you have sort of a different goal or mission now with your music, since becoming a solo musician?

AR: Oh, for sure. In exploring my voice as a solo artist, I’ve found a lot of power and a lot of strength in expressing my womanhood so openly. My music gave me that experience of expressing myself without worrying if it resonated with the group members, and it gave me that power. I really want to share that feeling. When I write my songs, I want them to empower the listener. Definitely women listening, but also men! I want you to feel like there’s nothing you’re incapable of doing. That’s the energy I want to give. I also want people to understand the importance of expressing, not just the strength and the power, but also the vulnerability and softness, and the power that’s in acknowledging those parts of yourself. So for me, it’s just about pure expression, and the power behind that. I want people to be able to feel that.

BY: Definitely. Do you feel like it’s sort of therapeutic, in a way? To be able to write so authentically?

AR: Yes! Definitely. I’ve been working on this now, as a solo artist, for a few years, and being able to express myself through song in the way that I have has really helped me to grow as an individual, and to grow as a woman, and I love that, you know? I definitely feel it’s a lot more… you get a release from it when you talk from your own experience.

BY: For sure. So, “Rich Bitch Juice” was your first track to really blow up, and like you’ve said, you’ve been a solo musician for a few years now, so how did it feel to see that success after working so hard at your craft for a while?

AR: It feels great! I love that people enjoy the song as much as I do, like that song is a vision board for my life, really. It’s like an audio vision board, so to speak. It was me speaking into existence: the mood, the energy that I wanted to carry through. I love that it resonated with so many people. If someone turns it on in the morning and it gets them started in the right way, and gets them going after things they want in life, then I’ve done my job! I love that, it makes me very happy.

BY: That’s awesome! You have a really interesting sound to your music, it’s sort of a fusion of many genres. Who are some of your inspirations, when it comes to music?

AR: This is a tough question because I’m inspired by so many different things! I love old reggae artists, like Bob Marley. I’m also inspired by Gwen Stefani, in her earlier projects. I have a broad source of inspiration! I have an eclectic taste, so I pull from a lot of different things. It’s interesting, it’s not just musical artists that inspire me, it’s also films, characters in movies that I resonate with, there’s different things like that. I pull from those things. That’s just to name a few.

BY: For sure. So, let’s talk a little bit about “Bag!” Can you tell me a bit about the writing process?

AR: Yeah! So “Bag” was like a no pressure record, you know, when you’re in the studio, just vibing and not really necessarily thinking about what you’re going to write. The producer played this track and I was like, “What is that?! This sounds dope!” I don’t know where it came from, but I just kept saying this line over and over: “that bitch fuckin’ with your bag.” I loved the playfulness of the tone, it was really just me talking at first. We turned that into the hook, and then I started to craft the concept around it. I sat on it for a minute, honestly, and I came back to it and I co-wrote the verses and kind of came up with this concept of, “what does being in your bag really mean?” It’s not really just about money, it’s about being in your zone. Living your best life. Going after things you want, and feeling good about yourself. We crafted the song around that concept, to encourage people to stay in situations, in environments, and around people that help you stay in your bag.

BY: It’s a great anthem to go into 2022 with.

AR: I hope you’re in your bag!

BY: I’m in my second semester of my senior year of college, so this is definitely the time to be in my bag!

AR: Oh, perfect! You gotta get your manifestations, and your playlists, you gotta be having the best 2022!

BY: You get me! I also wanted to ask about your partnership with Republic Records, how did that come about?

AR: Well that’s really exciting too, because, you know, being with the band I was also signed with the band, and I’ve been an artist for a very long time. So for me, it wasn’t just about just getting a deal for the deal’s sake, I really wanted to partner with the right people and the right team who understood the vision. People who could create what I see for my career, you know? Long story short, I started working with Title 9, they’re amazing, and it was through Sam and Wendy at Republic that we kind of decided that Republic was the right fit. It just made sense. They got the vision, they understood the nature of the partnership, and we decided to do that.

BY: That’s amazing! So, you just put out this awesome song, the new year just started, you’ve got this partnership, what’s next for you? If you can give any spoilers, that is.

AR: (laughs) I’m actually in Miami right now shooting a video for “Bag!”

BY: Oh, no way!

AR: Yeah, we literally just landed this morning, that’s what I’m doing right now. I’m working on my album, I’m really excited about it. I’m gonna say… it’s almost finished! There’s some surprises there with that as well, I’m really looking forward to sharing. I definitely want to put my album out this year, I’m really excited about that body of work that I’ve been working on.

BY: It sounds like this is the year you’re going to be in your bag, no doubts.

AR: Girl, you know! We’re doing what we came to do this year. We’re doing the things that feed our soul, that light us up, the things that make us feel good about our life here, you know? That’s 2022”.

If you want to read about Amanda Reifer’s previous incarnation, in the form of Cover Drive, then you can read an interview here. The British-based group are well worth exploring. To show where Reifer came from. Her new single, Colonize, was released earlier this month. It is a phenomenal song. Mixing Contemporary R&B with Reggae, there is this wonderfully powerful and heady blend. An instantly spellbinding artist who I have bonded with hard. I am looking ahead to see what comes from Amanda Reifer. I am going to end with a couple of 2024 features/interviews with Reifer. This Yahoo interview saw Reifer talking about going solo. She also discussed Colonize:

“Authenticity is rare in today’s music industry, and Amanda Reifer wants to be considered a needle in the haystack.

Hailing from Barbados, Reifer’s music is just as vibrant as her homeland. Her eclectic fusion of pop, hip-hop, soul and reggae is a testament to her artistic diversity and commitment to uniqueness.

Reifer’s musical journey began in London as the frontwoman for the band Cover Drive. The band snagged a No. 1 hit in the U.K. with their single “Twilight” and were regulars on the Top 10 and Top 40 charts.

Although Reifer saw success with the band, she knew she wanted more. In 2020, she chose to put herself first and took a leap of faith by moving to Los Angeles to pursue a solo music career.

“Stepping out on my own, from something that I had been a part of as a young girl and starting over, was the first step in defining myself as a young woman and knowing my voice,” the singer said.

She continued, “It meant leaving behind everything I had known and built. I had no finances, no support or an individual public platform. I found confidence and support in my family and friends.”

Reifer supported herself as a songwriter and creative collaborator until her leap of faith paid off. In 2022, she was in a recording session with Kendrick Lamar, co-writing and singing on “Die Hard” feat. BLXST from his No. 1 album Mr. Morale & The Big Steppers.

“I was in the studio working on my project, and I was introduced to Kendrick,” Reifer said, recalling the life-changing moment. “So when I played him my records, he complimented my pen, which was such an honor; I’m humbled that he took the time to sit and listen to my work at that point.”

“Die Hard” was nominated for best melodic rap performance at the 65th Grammy Awards, a moment Reifer says left her in “disbelief.”

“I’m just a little girl from Barbados. I watched [the Grammys] on TV; I see these incredible artists and people I admire,” she stated excitedly.

She continued reflecting on the big moment, “To actually be there, I was in a little bit of disbelief. I was just so humbled and grateful to be a part of something so much bigger than myself, part of a project so much bigger than myself. Even with that little small, small part I played. I was given the opportunity to create on something that has impacted my life in incredible ways.”

With the momentum of a Grammy nomination behind her, Reifer has begun the final tweaks on her debut project.

“I’ve been working on this album for three years. I’m so excited for people to hear this music,” she said.

The project’s lead single, “Colonize,” is the visual and audio personification of Reifer’s journey from the girl in a band to the artist standing alone. In “Colonize,” she advises a lover to resist the urge to impose, discredit and colonize her in his quest to obtain her heart. Having no restrictions and embracing the moments in relationships can be applied to love, business, creativity or friendships.

Like several other videos, Reifer co-created, co-directed and co-edited the striking visuals for “Colonize.” The singer went home to Barbados and filmed the video at her aunt’s home, which was one of the first plantation homes on the island. Reifer intentionally cast her family and childhood friends in the visuals to represent the beauty of independence and strength in Black women.

“My friends and my family have self-ownership and independence. We’re out here doing our things. We’re artists, we’re writers, we’re mothers and sisters. And to stand there in that competence and strength in support of one another and on the land we were oppressed upon was the statement I wanted to make,” she said regarding the stunning imagery.

Small details in the video exemplify Riefer’s dedication to her artistry, such as using her friend’s books, including a chair in her family for over two generations and wearing clothes made by local Black vendors.

Reifer’s voyage to find her voice and independence can be quantified by her genuine approach to her artistry, and she’s not looking to compromise anytime soon.

“All those different qualities, those complexities, those dualities, those things that exist all at once are now in this project, and being able to put that to pen and writing those experiences has given me a lot of liberation and freedom,” she said unapologetically. “And I’m just eager to share that”.

It is pleasing that an album seems close by. We will get this fully-fledged and expansive look into Amanda Reifer’s talent. You can tell she puts her heart and soul into everything she does. Growing stronger and more amazing by the year, I wonder whether she has any plans to tour the U.K. There will be a lot of demand for her here. An artist that is primed for world domination, I hope more and more eyes focus her way. Last month, HYFIN spent time with Amanda Reifer:

“Reifer’s creative process is deeply influenced by her experiences and the holistic way she views and manages her artistic expression. Her stunning and mature visuals are a testament to her growth and dedication to her craft. “The maturity that you see and that expression all come from the experiences I have had to go through to deliver something like that,” she explained.

One of the standout elements of Reifer’s visuals is the authentic representation of her roots. “I made sure that I went home to shoot all my visuals with a local crew, my friends from Barbados. I want people to get a sense of where I’m from and who I am,” Reifer shared. This authenticity and connection to her home are palpable in her music videos, which capture the beauty of everyday life and the environment that has influenced her.

Water is a recurring theme in Reifer’s work, serving as both an inspiration and a metaphor for her personal journey and artistic expression. She described water as a complex element embodying various qualities— vast, deep, playful, inviting, mysterious, and dangerous. “I think that’s a great metaphor for us as women and people who are complex beings,” Reifer noted. This complexity and fluidity are mirrored in her music, which spans different genres and showcases her versatility as an artist.

Reifer’s diverse artistic influences reflect her eclectic taste and respect for powerful, pioneering women in music. When asked about her personal Mount Rushmore of artists, she mentioned Lauryn Hill, Roberta Flack, Sister Nancy, Amy Winehouse, and Rihanna. These artists have left an indelible mark on Reifer’s music and artistic vision.

A significant milestone in Reifer’s career was her collaboration on Kendrick Lamar’s album “Mr. Morale & the Big Steppers.” This experience, she said, was a profound learning opportunity that has influenced her writing and approach to music. “To be in that space definitely just put me in a posture of being a student. I watched everything, received everything, and then gave my best,” Reifer recounted.

Looking ahead, Reifer’s upcoming project promises to deliver more of the heartfelt and genre-bending music that her fans have come to love. She hints at new sides of herself that listeners have yet to discover, urging them to keep an open mind for what is to come”.

If she is not in your life, spend some time with the music of Amanda Reifer. I am really looking forward to a debut album. I can see Reifer headlining big stages before too long. Such is the impact and popularity of her music. This year has been a busy one for her. There is a lot of good stuff to come. Everyone needs to follow…