Following the release of her debut EP ‘Get Comfortable’ earlier this year, London based soul/R&B singer-songwriter Amethyst returns with her latest single ‘Boys’, out everywhere now. 

Amethyst also shares a stunning music video to accompany the track. Directed and styled by Amethyst and Kimberly Fua, and featuring an all female / queer team, the music video highlights the beauty, vulnerability and strength of womxn. 

“I wanted the video to be as simple as possible and not be highly edited or over the top. I wanted it to highlight the true beauty of women, our vulnerability, our strength and the support we have for one another. All those women in that video will have gone through some kind of abuse by a man and it’s sad to know that fact. I wanted to show our anger and disappointment about the way we are treated by men and how we long for them to do better, whilst equally showing that we are incredible beings of our own and not to be messed with.”

Tell us about the genesis of your single ‘Boys’

Boys was really a soundtrack to calling men out on their behaviour. I wrote this song shortly after the news of Sarah Everad’s tragic death. I was sick and tired of seeing men, (boys), being able to get away with anything and abusing their power, whether that be within the workplace, relationships or just day to day life and seeing no repercussions. Of course there are elements of my own heartbreak and experiences in there as well, but I was sadly inspired by the fact that every woman I know has gone through one of the above scenarios in her life. Men need to start changing how they act towards woman, queer, trans, non-binary and all LGBTQIA+ people. I hate the fact that so many people will resonate with this song, but I hope it will help to create change.

What should a song or piece of art communicate in your opinion? 

For me it’s all about emotion. I feel if you can get your emotions across clearly to a listener, or make others connect with your song a certain way that they can feel their own emotions, that’s when you know it’s a good song.

Who were your top 3 artists last year?

It would have to be Cleo Sol, Jazmine Sullivan and Ogi

What do you do when you’re feeling uninspired?

Normally I will take a stroll around London after work or hop on a bus and take in the city and people around me and write down anything I’m seeing or feeling.

What are your 2022 projects and goals?

I have another single and I’m also working towards the next EP. I would love to just keep gigging and hopefully sign a publishing or distribution deal soon! 

Favorite movie or TV show?

My favourite TV show is the Night Manager, it had me on the edge of my seat every episode.

Tell us about your latest release and how it came about?

Boys was such a different experience for me, because normally I write and produce with my friends Jordan, Max and Ted. I was looking to meet other producers and try out different sounds and my mentor at uni introduced me to HYLNU. We wrote and recorded Boys in our first session together. I had never written and recorded a song in just one day before. It really pushed me to sit with my feelings and focus on exactly what I wanted to say whilst also challenging me to come up with interesting lyrics and melodies within a short time period. It clearly was a good exercise for me, because we came out with a song I absolutely love.

What is something you would want to change in the music and entertainment industry?

Equality and diversity. We need to see more women and people of colour in leading roles in the business. 

Can you outline your creative process?

It really depends who I’m working with but normally I love to have a laugh and a chat beforehand with whoever else is in the room, to dust off the cobwebs and also see what kind of mood we are in and what vibe we want to go with the track. And then we’ll normally create a loop that I can go away and topline too whilst the producer carries on with the beat and then we will come back together to finesse what we have. Other times though I will write and produce a really rough demo from start to finish myself and then just work with the producer to build on what I already have. I don’t enjoy rushing things, I like to really take my time and try out all options to challenge myself and see what I can create. 

Who inspires your style and aesthetics?

My style and aesthetic is hugely inspired by the Hollywood glam era and burlesque outfits. Specifically Sofia Loren and Marilyn Monroe. I love the over the top hair and costumes and the amount of effort that was put into each look! Big hair and lots of diamonds and of course it has to be purple! 

What is the achievement or moment in your career you are the most proud of and why?

I would probably say selling out my first headline gig at Paper Dress Vintage. To see all those people coming down to support me when I had only released 3 singles beforehand, and singing along to my songs meant the world to me and is something that I will never forget. 

What do you think an artist should sing about nowadays?

Anything that inspires them or makes them feel deeply about something specifically. There are no rules or restraints because everyone connects with different topics. 

Do you have any regrets?

Only that I didn’t believe in my sound sooner, but I’m a strong believer that everything happens for a reason.

What is some piece of advice you would give to yourself right now?

Keep believing in yourself and the direction you’re going in. Keep practising, keep writing and just make sure you give it 110% when you’re out there on the stage and have fun.