FEATURE: Spotlight: Alemeda — Music Musings & Such

FEATURE:

Spotlight

Alemeda

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HEADING back to last year…

PHOTO CREDIT: Kaio Cesar

I want to highlight a few interviews with Alemeda. An artist that I am really excited about, if you have not heard her music, you will do very soon. Someone whose sound and brilliance is really capturing attention and getting plenty of love. I only discovered her a few weeks ago, but I am committed to following where she heads next. I am going to start out with an interview from Galore:

“Sudanese-Ethiopian rock & pop star Alemeda is not only the future of these genres but there is no doubting that she is destined for greatness. Stepping outside of cultural norms, Alemeda always knew she had to follow her heart and live her life for no one other than herself. We chatted with her about her upbringing, music and all things beauty – keep reading below for the inside scoop!

“What are some of your favorite things about your Ethiopian and Sudanese cultures?

My favorite parts of Ethiopian and Sudani culture are definitely the food and the music.

What was it like being raised in Ethiopia and Arizona?

They were very different in many ways but the biggest distinction would probably be the communities and their values. Ethiopian culture is incredibly community-oriented and inclusive whereas Arizona felt very isolating and secluded.

Growing up, what type of music did you listen to?

A lot of radio pop and rock.

When did you get your first introduction into the music industry?

I remember posting covers on Instagram. One day, my now manager reached out and flew me out to Los Angeles for my first real introduction to the music industry.

You’ve spoken about not having much support from your family as an aspiring artist, do you still struggle with that, or have they become more accepting now? How did you persevere with your career knowing the people closest to you didn’t agree with it?

I was the rebellious child in my family so I didn’t really care about going against them. They still aren’t supportive of it and they’ve never heard my music, but I actually appreciate the separation. It was never an expectation of them so it never disappointed me.

What advice do you have for anyone who may be going through the same thing?

My biggest advice that I’ve learned is that it’s your life and no one else’s opinion matters but yours.

Early this year you went back home to Ethiopia for the first time in a decade. Talk to us about what that experience was like and your favorite memory from it.

It was very surreal. I really enjoyed seeing my family and spending time with them. It reminded me of how truly incredible it is to have community and the importance of connection.

What interested you about the rock and pop music genres?

Growing up I wasn’t allowed to listen to music for religious reasons, the only exposure I had to music was from the radio. I would sneak my family’s clock radio into my room when they were asleep so I could listen, and that’s how I discovered artists like Coldplay and whatever was on the top hits in the early 2000s. That time period really shaped my taste today.

In 2021 you released your debut single “Gonna Bleach My Eyebrows” which has over 12 million streams to date. Talk to us about the inspiration for this song and how you felt when it blew up.

The song was inspired by a previous relationship I was in and how I felt about that person trying to rekindle things. I was honestly shocked it blew up. Out of all my songs that was the last one I thought people would like.

The following year you released “Post Nut Clarity” which was well received by your supporters. What was the post nut clarity that inspired this song?

“Post Nut Clarity” was a song I wrote about an issue I feel all women face with men and I felt it needed to be vocalized!

Your latest song “Guys Girl” has an accompanying visual that was released back in May. Talk to us about the concept of this song and the process creating this video.

The song’s video has a storyline of a friendship that begins to suffer due to one of them being boy crazy. It was one of my first storyline videos so it was super fun and different to film and I really love how it turned out.

Are you a guy’s girl or a girl’s girl? What’s the difference between the two?

I would say I’m definitely a girls girl. I never really sought validation from men – if anything that’s the last place I’d look for it!

When can we expect a full project from you?

My EP “FK IT” is out everywhere now!

What rock star would you love to work with one day and why?

Everyone in Coldplay – I can’t choose! I think the whole band makes such amazing music and so many of their songs I would consider my life tracks.

What’s your current makeup routine?

Recently I have been really into black eyeliner and red lipstick. I specifically use Maybelline lipstick and Kajal, which is an Arabic eyeliner.

What are two items in your closet can you not live without?

Cowboy boots and ALL of my denim.

If you could only eat one meal for the rest of your life, what would it be?

Anything from Ethiopia!

You recently announced that you’ve now signed with Top Dawg ENT and Warner Records. What made you choose to sign with these labels and what are you most looking forward to now?

I’m honored to be the third woman ever to join the lineup of groundbreaking talent at TDE. My manager Moosa, who is also TDE’s President, discovered me four years ago and has been instrumental in helping me develop my sound and grow as an artist at my own pace, and for that I am truly grateful.

Being a part of TDE means being a vital contributor to black art and culture, which is something I deeply value. Warner recognizes my vision as an artist, and their long history of success within my genre fills me with excitement about what lies ahead. I believe I chose the right teams to nurture my growth, and I can’t wait to see what we achieve together.

What’s next for Alemeda besides new music?

I would love to branch out and spread my creativity around more industries so we will see!”.

I think more people in the U.K. are discovering Alemeda. It is a competitive music scene, though it is clear that there is so much that stands her out from her peers. It is amazing she has such an incredible and fully-formed sound considering that Alemeda did not grow up around music. Quite unusual for any artist. In NME’s interview from last year, we get to what it was like when she discovered music and what it provided her:

“The 24-year-old has really had to fight for her spot. Her mother is a devout Muslim who banned all forms of music from being played at home – even TV theme songs. Despite this, Alemeda would secretly get her musical fix by tuning into pop radio stations on an AM/FM clock radio and watching culture-defining Disney Channel originals like High School Musical, Hannah Montana and Camp Rock. Alemeda’s dreams of pop stardom frightened her mother, who told her daughter she’d “go to hell” if she continued to pursue it. In the end, Alemeda was 17 when she was kicked out and her mum moved to Africa, forcing her to figure out her music career alone.

After two years of hustling, she found some unlikely saviours: Top Dawg Entertainment. She signed to the superstar-churning label back in 2020, loving the way that they championed dark-skinned people, especially Black women like signees SZA and Doechii. But even this milestone was a struggle for Alemeda as her style wasn’t an instant match with the hip-hop and R&B musical intel TDE had on hand.

Already proving her virality on TikTok with ‘Don’t Call Me’ and ‘Gonna Bleach My Eyebrows’ – tracks which showcase her vivid tales of heartbreak – Alemeda is intent on blazing a path for Black Muslim women in pop-rock music, no matter how long it takes.

How is it like being a Black Muslim woman navigating pop-rock?

“I’m Ethiopian and my dad is Sudanese. There are no Ethiopian women who are in any way mainstream. There are no Sudanese women who are mainstream. It’s crazy that I get a lot of text messages or DMs from people who are Ethiopian or Sudanese and they’re like, ‘Oh my god. You’re gonna be our pop star!’

“There’s a lot of Black women like Rachel Chinouriri and Hemlocke Springs who are killing it. Before, pop-rock was such a white-dominated space. It looked like a club you cannot get into because they are so quick to put Black people in the R&B space, even if you make alternative [music].”

“Music is a therapeutic thing: I get to say my feelings, let it out, and then move past it”

You said you grew up listening to no music at all…

“A lot of Muslim parents don’t like to play music, period, and my mom was definitely more on the extreme side. Even Ethiopian music was awesome, but the only time I would hear it was at a wedding or some sort of celebration.”

What was it like when you discovered music?

“I was addicted. I discovered music at six or seven on the home clock radio where you could switch stations between AM and FM. I knew what radio stations played good music because my stepdad would play it in the car and when nobody was home I’d listen.

“When I started going to high school, kids had iPods and [would ask], ‘Have you heard this song by this person?’ and play it on the computer. That was the only way I could because, if my mom was home, you couldn’t even play a theme song from a show. You had to mute the TV.”

Was music a form of escape or rebellion for you?

“Now, music is more of a therapeutic thing. I get to say my feelings, let it out, and then move past it. When I used to put out covers, my mum would have interventions with me and say, ‘Please don’t do it. You’re going to hell.’ Bro, that was so dramatic. There was a point where I lost respect for her back when I was 17, 18 and had to live my own life. I didn’t think it was going to go well, but there was definitely spite.”

What is it like navigating the music world whilst being a Muslim?

“It’s very contradicting. My personal life is more aligned with my religion. I don’t smoke, I don’t drink – I’m not a rock star in real life. I’m really a boring grandma. I just have my two cats [Cinnamon and Truffles]. I feel like if you grow up in a religious house, you have that guilt. I’m trying to balance it out.”

You finally released your label debut, ‘Fk It’ – what do you think about the response?

“The reception I got has been amazing. I was very anxious at first because TDE fans always expect some quality production, quality lyrics, real storytelling. I had a fear they might think my music was too pop. I definitely had imposter syndrome like crazy and it’s slightly going away [because] I’m starting to feel like an artist. Before, it felt like a game.”

You have a raw emotive way of putting things…

“I’m very dramatic, feel things very deeply and very impulsive so I write how I speak. Most of my lyrics are just straight from my diary. A lot of people try to dumb down their emotions and pretend issues don’t affect them, but shit be affecting people and it be affecting me like crazy.”

Your debut single ‘Gonna Bleach My Eyebrows’ and ‘Post Nut Clarity’ are drum ’n’ bass songs and not your usual pop-rock songs…

“When I was 12, I really locked into the UK’s whole music scene like Ella Eyre: she has a lot of drum ’n’ bass in her music even though it doesn’t sound like it.

“But [when I made ‘Gonna Bleach My Eyebrows’] I had just discovered PinkPantheress. She truly is one of a kind and [her music] in 2020 and 2021 was amazing. I didn’t want to be too late to hop on this cool-ass sound. Drum ’n’ bass is almost like a variation of pop or rock if you think about it, but it wasn’t my sound. I don’t see myself making any more”.

I am going to end with this interview from Grunge Cake. Reading about how difficult it was for Alemeda when she first discovered music and embarked on this path. Consider how far she has come and where she is heading. A truly inspiring story that will motivate other artists and give them strength:

“In a recent in-depth conversation with Alemeda, Richardine Bartee delved into the artist’s journey from her early days in music to the breakthroughs and challenges that have shaped her unique sound. Alemeda opens up about the struggles she faced when starting out, including overcoming self-doubt and a steep learning curve, from being relatively new to studio work to navigating industry expectations. She reflects on the impact of her cultural background, growing up in a conservative Ethiopian-Muslim household where music was limited, and how this shaped her understanding of and connection to various genres and artists over time. Through determination and self-discovery, Alemeda has developed a distinctive voice in the Alt-Pop genre, challenging stereotypes and redefining norms. Her story exemplifies resilience and highlights the complexities of representation and genre classification in today’s music landscape. For those young in spirit or mind, who appreciate exploring diverse musical styles and discovering inspiring journeys to success, you’re in for something special. Don’t miss Richardine’s interview with Alemeda below.

Introduction of Alemeda

Richardine: I would like to start with your beginning. If you could, talk to me about what it was like making music early on. Then, take us through the journey from then till now.

Alemeda: Okay, well, in the very beginning, it was extremely hard for me. Like, I honestly wanted to quit, like, all the time. Like, this is not for me, you know? And I was… I didn’t feel like I was good at it, because when TDE found me, I was so new. Like, when I tell you I had only been in the studio maybe five times… I was so inexperienced. When I first came [to America] I didn’t know who Lauryn Hill was. Now I’m like, one of the biggest Lauryn Hill fans… I didn’t know who Erykah Badu was. I didn’t know all these people.

I know every session I would go through it, and we wouldn’t even make a song. Like, they were like, “Okay, we gotta make you a playlist!” Like, you gotta get tapped in. The first two years… was education. It was almost like college — like the Introduction to Music! It’s been four years now. Yeah, so the second two years is when I really found my sound and actually started to make music.

Richardine: Why didn’t you know about Lauryn and Erykah? Is it because of how you grew up?

Alemeda: Yeah, so, like, the way my mom… she just didn’t like music, even though she’s Ethiopian. We didn’t like any music because in our religion, music necessarily, isn’t forbidden, but it’s just like guitars… stringed instruments. So, she was kind of like, you know, just no music. Like, even, [if] it’s a theme song played on a show on TV. If she’s walking to the room, I have to mute it, because she’d be like, “Hold on, what’s going on here? Y’all trying to start a club in my living room?”

She used to get really angsty about that. But all the music that I knew as a child was just whatever was on the radio in the 2000s which was a lot of Rock, a lot of Pop, Beyoncé, you know what I mean? Like, everything that was just Pop during that time was just straight club music and that’s what I knew. Like, or, you know, Bruno Mars… all these big Pop artists from the early 2000s and late 2000s.

Richardine: Okay, [it] makes sense. And I think it makes sense for it to just be string instruments because if it’s based on religion, there’s really no interruption. It’s like a pure form of music.

Alemeda: Yeah.

Richardine: It’s just you and that instrument. It’s not like all of these other energies. So, I think I understand that.

Alemeda: Yeah.

Challenges and Influences in Music Career

Richardine: Okay, and then, so coming up as an Alt-Pop artist, and a Black one at that, what have the challenges been?

Alemeda: I think the biggest goal for me is like, just establishing myself as it. I’ve made it a huge thing with Warner and TDE to like, just kind of like, make sure that we establish that in the beginning. Because if, if I then go in the future and make a different [genre]… Like, the moment you start making R&B music, or you start rapping, it’s so hard for you to branch out. And, like, one of the biggest things for was kind of The Weeknd. He’s, like, one of the biggest Ethiopian artists out there. I watched him do R&B and then make it one of the poppiest albums of all time. He just… they, just weren’t. You know what I mean?

Richardine: Yes!

Alemeda: It’s like, if you were White, they would like, you know, go in and out of any genre and actually give you the award for that genre. Or, like, call you… call your project that genre at least.

Richardine: Like Post Alone.

Alemeda: Like Ariana Grande. She can do multiple genres. They’ll call her Pop song a Pop song and her R&B song and an R&B song. And there’s nothing wrong with that. But I do know for Black people, it’s so much harder for you to be diverse.

Richardine: Yes.

Alemeda: Alternative music is like, the most comfortable music I love making. I actually can listen to the songs and not get annoyed by my voice. So…

Richardine: Yeah, I’m just surprised to hear you even say that you could be annoyed by your voice because we love it.

Alemeda: Listen, oh, man. I used to walk out of studios when people started playing my songs. I was like, “Oh no!”

Alemeda: I’ll tell you. My confidence level built as I… the past four years, in the beginning… I just like, you know, you don’t know what you’re doing. Just have imposter syndrome and just feel like nothing’s good.

Richardine: How are you now? Like, how are you feeling about it all now?

Alemeda: I feel great now. Honestly. I feel so comfortable. I feel great performing my music. I feel great listening to it. It’s so easy to make it. I’m not spending six hours in the studio, just like, stressing about whether or not this studio time money is going to be worth it. You know what I mean? Like, I just go in there and actually create. And it’s like… I don’t know how to explain it. It’s like, making wonderful projects. And like, I don’t know…

Richardine: Okay, but how do you feel as one of the artists that is finally going to be seen as Alt-Pop and not R&B… Because I feel like there have been artists that have tried, but in recent memory, I think that you are the one that is being fronted and presented as such, from early on. And so there, it leaves no room for anyone to be like, “This person is R&B, or this person is Hip-Hop”, or what have you. Like, have you digested that yet?

Alemeda: Yes, because, like, I’ve heard so many stories of other artists and what they’ve gone through. And I see it like, you know? I mean, it’s right there, you’ll see somebody call somebody Alternative R&B. And I’m like, “Bro, that’s literally an indie song!” But whatever, right? Like, I’m so early into everything, and I hope that what we’re doing everything — like, how Warner and TDE are, like, just correctly, doing it — I hope that actually gets put forward. And then [make] other people [a] little open-minded”.

I will leave things there. Without doubt one of the most promising, extraordinary and strong artists coming through, the rest of this year will see Alemeda building her platform and bringing her music to new fans. With a growing fanbase in the U.K., I am sure we will see her soon. I am intrigued and arrested already. Someone with a very big career in her hands, this is an artist that you…