i.am.afiya returns to Wild Paths Festival this October for what will be her third appearance at the much-loved Norwich event. Ahead of her set, we caught up with the rising artist to talk about her eclectic sound, emotional songwriting, music videos, Radiohead, her dream collaborations, and everything in between. NMR // Thank you for this interview Afiya, let’s get stuck in. This is your second time performing at Wild Paths. Last year you played on a stage out in a field, and this year you’ll be at one of the city venues. How was your experience of Norwich, and are you excited to come back? // Afiya: Thank you for having me! This is actually my third time playing it, although my first time was a last minute fill in slot. We were lucky to get to play the Wordplay Magazine stage way back in 2021 in the old shoe factory. But we’re all really excited to be back playing for Wild Paths as we always say our 2022 performance in St Laurences Church has been our favourite so far, as well as Wild Paths being my favourite festival. I love Norwich and how open-minded and supportive the audiences always are, so I’m definitely excited to come back! We were really able to experiment and develop our sound as well as having some incredible opportunities, so I have a lot to thank the city for. NMR // How would you describe your sound to someone who hasn’t heard your music before? // Afiya: I think I still struggle to define it myself as I have a really eclectic taste in music, so the influences in the music can vary from track to track, but I guess we do have a “sound” now. The Line of Best Fit described it in the most fitting way so far as “indie-emo-soul”, so I do like that description. My chord choices are influenced by people like King Krule or Lianne La Havas but with the epic/moody feeling of Radiohead. NMR // Your Spotify profile lists Radiohead as one of your influences. I have a Radiohead tattoo, so I’m definitely a fan. Are there any of your tracks where you think that influence shines through? I feel like I can hear something in ‘You’ and ‘Better Off’. // Afiya: Love that you have a Radiohead tattoo! They are one of my favourite bands! I think the joke people sometimes make is how depressing some of our songs sound (lyrically or sonically) and I know that description is always linked with Radiohead, so I’d say the sadness is where the inspiration shine’s through. I guess it comes through in all of our full band versions of the songs, as we try to play them in a way where the audience can “feel something” if that makes sense. I think Radiohead does a really great job of that. I see what you mean about ‘You’ and Better Off’. I guess with ‘You’ I was trying to do what Radiohead do so well in terms of ending a song on a huge climax. Both songs I wish I could remove from the internet though, as they were definitely experiments at the time. The way we play them as a band now is so much better! NMR // Your latest track ‘And So It Goes’ takes a bit of a different direction from your earlier singles, leaning more into an indie-pop sound. What influenced that shift, and how do you see your musical progression from then to now? // Afiya: It was actually when my friend Christian (and one of our live bassists) who was helping me come up with a bassline and a chorus for the track. Initially, I had no fixed idea on the feeling I wanted for this track, and I think I remember originally writing it as a more laid back piece. I then showed it to Christian as I couldn’t come up with a chorus and wanted to see what he thought should be a bassline in the verses. He started playing this really dancey kind of rhythm and the chorus that really reminded me of noughties British indie, so I got out of my comfort zone and decided to finally piece together an upbeat tune. I was happy for the change as I was annoyed about being constantly labeled as R’n’B, so I guess this was kind of rebelling against this. We also joke that it’s our mainstream tune, although, funnily enough, the songs I’ve produced at home have been received better- streaming wise anyway. In terms of musical progression, I think we will always have elements of indie in our sound, this one being a more obvious choice, but I think our roots still remain in that “indie/emo/soul” sphere with emotive lyrics, a good groove and an experimental feel. NMR // How did your video shoot in LA go? Any fun stories from the trip? Were you out there just for the video or also touring? // Afiya: The shoot in LA was fun, although it made me realise how much I hate being in front of the camera! Everyone always goes on about socials and content, so I forced myself to be uncomfortable and finally make a visual for the track. I was in LA with a friend exploring and also there to visit family but I remembered showing the track to one of my friends and she said it reminds her of driving down a Californian freeway in the sun, and I was on the complete same page, so we did just that! I did get yelled at by another driver for recording out of the window on the freeway (because it’s really dangerous and silly idea) but it was worth it for the feel of the video. I wanted it to be really low budget feeling and fun, so me and a friend just got some clips of us around Venice Beach and other shots around LA to create the video. I have no clue about video editing, but I’m happy with how it turned out. NMR // When writing a track, where do your lyrical ideas usually come from? Are they more rooted in personal experiences or in observing the world around you? // Afiya: I’ve only written one song observing the world around me, and wish I could say I’ve done more of that, but all of my lyrics come from personal experiences. I either write as it’s going on, or after some reflective time. NMR // I haven’t seen you live yet. What should I expect from one of your shows? // Afiya: Overall, and no bias, but I’d say some really great musicianship from my band. Matt (my lead guitarist) always says he wants to take the audience on a journey, so I think we try our best to do just that. My band are all so ridiculously talented, and I’m so lucky to have them on board with this project. So that, and me chatting absolute rubbish in between songs. NMR // What’s something in your creative process that would surprise people? // Afiya: How long it takes me to finish anything and how much I overthink every step. I think all musicians do that though, but I think if I didn’t overthink every single little detail, things would be released a lot faster! I also try to demo everything myself. As I love to produce, I usually lay down my own basslines, drums etc and send them over to the band for us to work on and then we work on a live version around that. Lastly, I really love arrangement and was lucky to arrange all of our string parts for our Wild Paths show in 2022. NMR // Is there anybody you plan on collaborating with in the near future and who would your dream collaborator be? // Afiya: I hope to collaborate with Sam Eagle in the near future. Sam is one of my favourite songwriters and artists as a whole, and I’m lucky to also be able to call him a friend. He writes the most beautiful songs, so I’d love for us to create something together. My dream collab would be Tyler, the Creator. He is one of my all time favourite artists and producers and I remember those days logging onto Tumblr and being absolutely obsessed with him and Odd Future. I’d love to do some vocals on one of his tracks. NMR // Do you write with live performance in mind, or does that come later? // Afiya: I would say so, yes, or at least always with a full band version in mind. I get carried away and always think about how big the track could sound. If we could add strings, how backing vocals could sound etc. NMR // From weird venues to wild travel stories, what’s one of the strangest experiences you’ve had while playing live shows? // Afiya: There was a time we played Voodoos and I could hear this barking, thinking it was coming from an audience member which started to crack me up as I feel like anything goes in Norwich. It turns out someone had actually brought in their little chihuahua. NMR // Are there any instruments, sounds, or bits of production gear you’re currently obsessed with? // Afiya: I never thought I’d be into guitars, but I’m definitely a total guitar girlie now. I’m a visual person, so I’m currently obsessed with how pretty my Gretsch is, (and of course how great she sounds) but mostly how she look… I say she, because I’ve embarrassingly named her Lianne after Lianne La Havas. I do also really love my shaker pedal as well! NMR // What’s next for Afiya, do you have an album coming out soon, any upcoming big gigs or tours you’d like to plug? // Afiya: I hate saying things before they are finished, but we are working on something, I’ll say that for now…. Emotion, Identity & Vulnerability NMR // What’s the emotion you find hardest to write about, and why? // Afiya: Love surprisingly. I love, love, but it’s the hardest emotion to convey through a song sometimes, because it’s so complicated. I’ve only ever written one actual love song- One Again, but everything else has been about the complications of it. I’d love to be able to write another pretty love song though if the mood takes. NMR // Have you ever written something that scared you to share? // Afiya: Yeah, I think all of my songs about mental health, mainly because I didn’t want to worry my mum haha. But yeah songs like ‘Promise Me’ or ‘Lost’ are about being in a really bad place mentally, so that was really personal to share, but also great as I know it resonates with people. Both songs were really therapeutic to write though which was great. I was also really scared to share ‘And so It Goes’ as it’s also very personal and I worried about it coming across as defamatory as the verses are written from the perspective of someone else. I think I was also scared to share my version of that particular event. But I think the thing with songwriting is, you can always change its meaning depending on where you’re at with the situation. NMR // When did you last surprise yourself creatively? // Afiya: I think with all of the newer things we are working on now. We’ve started playing a track called ‘Reflective’ live and I just think the band arrangement and the songwriting on it is really great. Sonically, moving from the softness of the verses and somewhat chaos of the choruses, perfectly conveys the sadness and frustration in the lyrics. NMR // Where do you feel most like yourself, on stage, in the studio, or somewhere else entirely? // Afiya: On stage for sure! Sometimes I can really get in my head though and not enjoy the performance. But for the most part, the stage is home. NMR // How has your relationship with your own voice, literally or metaphorically, changed over time? // Afiya: I think finding my own voice has been key and has only really developed from creating this project. I think when I was younger, I tried to sound a lot like my favourite singers, but writing my own music means I’ve had to literally find my own voice. NMR // Is there a memory or feeling you keep trying to write into a song, but haven’t quite nailed yet? // Afiya: It’s always love! And this is why I think Sam Eagle is amazing. I was lucky to do some backing vocals on his track ‘Heaven Is with You’ and the title alone is just such a beautiful representation of what love can feel like. I wish I could write that way about love, but maybe one day! NMR // Has your relationship to music changed over the years? // Afiya: I think it’s always been the same in the sense that I’m absolutely crazy for it. I’m a huge fan both creatively and as a listener. I’m that fan in the front row screaming all the lyrics at you, and also the nerd sitting for 8 hours on Ableton figuring out vocal layers. NMR // Do you believe artists have a responsibility beyond just making music? // Afiya: Yeah definitely and I never believe the notion of separating the artist from their art. Our art is an extension of us, and our actions outside of that, still reflect on it. I don’t think that someone being a bad person means I can ignore that fact if they make good music. I think we have the responsibility to make change/ inspire people through our music, which is why I think if you have any kind of platform, it should be used responsibly. NMR // What part of your creative process do you resist the most, and what happens when you lean into it? // Afiya: I think finishing a song is my worst trait. I get bored really easily or feel like what I’m writing isn’t good enough. Outside of music, I work with young people, creating music programmes. So, through one programme I created, they had the challenge of writing a new song in three days. I tried to do it myself, and somehow finished a song in under three days. So I know if I really lean into it, it can be done! NMR // What’s something you had to let go of in order to grow as an artist? // Afiya: That not everything is going to be perfect or in your control. That mostly relates to live shows, although I’m still working on it. NMR // How do you stay grounded when your art feels bigger than you? // Afiya: I think when we first started, things moved quickly and we had some label interest within only a year of a release. I think realising that these things won’t always materialise into something keeps you grounded and also means that you always keep creating for you and not in a way you think labels want you to. NMR // Is there a song or project you look back on and now understand differently? // Afiya: Maybe Songs from Above. That whole EP i was asking myself a lot of questions that I think I already knew the answer to now looking back. NMR // What’s something about being a musician today that most people completely misunderstand? // Afiya: That not everything is as it appears on Instagram. I think everyone always makes things look like they are going better than/ are easier than they appear. A friend made a great point saying we should document the graft more, and the days you were really grinding, rather than just focusing on the finished or successful product. Another thing some people may not know is that a lot of labels won’t give you a look in if your following isn’t at least 10k! It’s a shame as there are so many incredible artists out there. NMR // If streaming disappeared tomorrow, how would you get your music to listeners? // Afiya: I think TikTok is great, as much as it’s an effort sometimes to post. It’s honestly the best way to get your music out to new potential fans. NMR // How do you feel about Spotify and other streaming platforms? On one hand, they help emerging artists get discovered, but on the other, they’re often criticised for low payouts and opaque algorithms. What’s your take? // Afiya: I’m a hypocrite as I love Spotify’s layout and accessibility, but they pay musicians pennies, if even that. For a company that makes as much as it does, I think how they treat musicians is awful. They also lower your sound quality as well! In terms of helping emerging artists, I’m obviously forever grateful to have been put on their ‘Our Generation’ playlist, but it’s also funny how it happened as I’d put that same song up for consideration (One Again) when I released my first EP. It wasn’t until the BBC said it was good a year later, that they decided to pick it up. So is it really about helping emerging artists or is it about going with what’s cool? NMR // If you could change one thing about how the music industry works right now, no matter how big or small, what would it be? // Afiya: Pay the artists more! And this is in all instances. Venues, labels, DSPs, promoters, I could go on. NMR // Do you think social media helps or harms artists more in the long run? // Afiya: I was going to say it helps, but this incredible up-and-coming artist, who I’m pretty sure will be everywhere in the next few months, has shown that even having minimal social presence can still work. His name is Dove Ellis. If the music is good, people will jump on board. NMR // How do you personally balance the creative side of music with the business side? // Afiya: If you couldn’t already tell, I’m not a huge fan of the music business and all of its politics, so I really wish I could just make the music and not be involved with the rest of it. I try to always make music for myself and make things I enjoy, without feeling forced to create what will sell. In addition to this, I guess I just try and negotiate good fees for myself and the band, whilst also making sure we’ll be able to represent ourselves creatively wherever we play. NMR // Do you feel pressure to constantly release music to stay relevant, or do you allow yourself breathing room between projects? // Afiya: Yes all the time! Social media is bad for this as it makes you feel like everyone has everything going on, while you’re doing nothing. My friend, an artist called Tahn Solo (who you should check out!) took 2 years to release his latest project and put emphasis on just taking your time and releasing when it feels right for you. This is something I am really taking on board. NMR // What’s your favourite festival to perform at, and which one do you love attending just as a fan? // Afiya: Wild Paths to perform at for sure! I think Ben Street is an amazing taste maker and is someone who really supports and puts on local talent. Being from London, the scene can be quite gate-keepy and you always see the same people, but with Norwich or even with Ben, he always tries to put forward the newest and most interesting talent. To attend though, it’s still Wild Paths as the artists are a mix of those who have really made it and the up-and-coming. I also love day festivals like Cross the Tracks or All Points East. More recently, Download has always been a favourite. NMR // Will you be hanging around Norwich and checking out some other acts at Wild Paths? // Afiya: 100%! I love the fine city, so I’ll be about for the whole week I reckon. NMR // Your favourite place/city in the world which you could pack up and move to right now? // Afiya: LA. LA was always a place I dreamed of visiting from a young age and I was always obsessed with the idea of Hollywood. Being there really just feels like home. And I love being anywhere that’s by the water. NMR // Describe your perfect day. // Afiya: Seeing my old school friends in a London park, listening to music and snacking on fruit. NMR // Who are your 3 favourite music artists right now? // Afiya: Spiritbox, Tyler, the Creator and Sasha Keable. NMR // What was the last completely useless thing you purchased from Amazon? // Afiya: A £30 “guitar amp” and I put that in quotes because what was I really expecting from a £30 amp?? NMR // Favourite movie you’ve watched recently? // Afiya: Infinity Pool. Great movie! NMR // You get to choose your last ever meal, what are you choosing? // Afiya: Something Caribbean. Specifically Jamaican or Bajan.