Kelela, the genre-defying R&B artist, is back with a fresh set of sonic explorations in her latest album, *New Avatar*. This release marks not just a significant evolution of her sound but also a profound statement about her identity and the complexities of navigating the contemporary landscape as a Black woman. With a blend of shoegaze, rock, and her signature soulful vocals, Kelela is poised to captivate a new generation of listeners while maintaining her uncompromising artistic vision.
A Surreal Promotional Journey
As Kelela embarks on her promotional campaign, her presence on social media has become a striking blend of surreal visuals and engaging performances. From blowing kisses to a massive crowd in Soho, New York, to posing against atmospheric backdrops reminiscent of dystopian video games, her imagery is as eclectic as her sound. Clips of her strutting down a corridor like a scene from an avant-garde film have gone viral, showcasing her ability to connect with audiences in unexpected ways.
“I feel like if there were a fan competition among artists, I’d win,” Kelela quips during our meeting in an East Williamsburg recording studio, dressed in a graphic mesh top and sporting chic acrylic nails. Despite her playful demeanor, there’s a palpable depth to her artistry, reflecting a maturity forged through years of navigating the music industry.
Evolution of Sound and Persona
Since her breakout mixtape *Cut 4 Me* in 2013, Kelela has steadily expanded her musical repertoire, moving from R&B to a more experimental realm. With collaborations alongside notable artists such as Solange and Danny Brown, her influence on emerging musicians is undeniable. PinkPantheress, who features on Kelela’s new single “The Bridge,” praised her ability to push musical boundaries, stating, “Her work has opened doors for other Black female electronic/pop artists.”
The title of her third studio album, *New Avatar*, aptly encapsulates her journey. Each release has seen Kelela reinvent herself, exploring diverse sonic landscapes while maintaining a cohesive artistic identity. The latest iteration showcases a stunning fusion of silky vocals laced with rock and shoegaze influences, marking a bold departure from her previous works.
A Personal and Political Perspective
Interestingly, Kelela’s musical roots trace back to indie rock, where she first honed her songwriting skills with the band Dizzy Spells. This foundation has allowed her to draw from various genres, creating a unique sound that defies categorisation. Her previous work, *Raven*, was marked by personal struggles and societal issues, while *New Avatar* emerges from a place of renewed ambition.
This album was shaped through collaboration with a trusted team of producers and creative partners, including Oscar Scheller and Asma Maroof. Kelela’s creative process involved tapping into her “White Bag” playlist—music previously labelled as ‘white’ that she adores—and experimenting with a blend of guitar and electronic sounds. Tracks like “Linknb” showcase this dynamic interplay, where genres seamlessly converge.
A Commitment to Authenticity
Kelela’s collaboration with painter Janiva Ellis adds a visual dimension to her work, as they draw inspiration from dystopian narratives and the shared experience of navigating societal challenges. “Our ethics line the fuck up,” Kelela notes, underlining her commitment to addressing issues of race and gender through her art. The pair’s songwriting reflects a profound understanding of the world’s complexities, with tracks like “Idea 1” capturing the essence of disintegration amidst chaos.
Kelela isn’t afraid to take a stand on social issues, having previously joined over 400 artists in the No Music For Genocide campaign, which withdrew music from Israeli streaming platforms. She acknowledges that her outspoken nature has cost her opportunities but remains steadfast in her beliefs. “They were just like, we don’t want to fuck with the [bottom] line,” she recalls, illustrating the challenges that come with standing up for one’s values.
Why it Matters
Kelela’s *New Avatar* is more than just an album; it’s a testament to resilience, experimentation, and the power of authenticity in the music industry. As she navigates her evolving identity and the complexities of societal expectations, Kelela continues to push boundaries and challenge norms. Her art not only entertains but also inspires a dialogue about race, gender, and the nuances of modern existence. In a world rife with challenges, Kelela’s work serves as a beacon of hope and renewal, encouraging listeners to embrace their truths amidst the chaos.
