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Maude Latour’s first brush with viral fame got here in early 2020 when she posted a video on TikTok of her singing her unique observe “Furniture” to the tune of the piano. “It was during a time that I didn’t think my music was going to be growing because of quarantine,” the singer tells AP over Zoom from Los Angeles, the place she fittingly had simply completed a gathering with TikTok. “Everything was canceled.” At the begin of the yr, she had set her plans — a competition slot at SXSW and a tour throughout the fall; as a substitute, she discovered herself at residence in her New York condo.
“It actually still was a time that totally changed everything,” Latour explains. “The platform has such an ability to highlight someone or find the people who love it. And when it works, it works.” With the inhabitants remoted throughout the pandemic, they discovered new music they might relate to utilizing the app. Singers went viral for merely performing in the consolation of their front room, amassing hundreds of followers with out ever leaving their properties. It was a approach for folks to attach throughout the pandemic with musicians and followers.
Read extra: How Victoria Anthony went from singing with P!nk to creating pop-punk-inspired anthems
Latour skilled this firsthand. Her effervescent pop songs (suppose Lorde’s “Green Light” and Hayley Kiyoko’s “for the girls”) supplied the final high-energy escape for customers scrolling for the subsequent sticky earworm. “People on the app are so funny — when they love something, they love it so much,” the 22-year-old singer says. It was evident for Latour in the almost 100,000 followers she rapidly amassed.
It can be a year-and-a-half till Latour was again on campus at Columbia University, and when she returned as a senior, loads of her classmates had heard her music (due to TikTok, after all). “People would pass me notes in the library saying, ‘Oh, love your music,’ or I’d go into the library and people would be whispering my name,” she remembers.
The New York-based pop newcomer, who went to an all-girls college rising up, has change into recognized for utilizing her music to replicate on the complexities of feminine friendships and sexuality. In February 2021 she tweeted, “its really the binary/phallic constraints on love and emotion that cause us to put love into boxes. feminine love is fluidity, boundaryless, friendship and romance blur, it is true feeling and it has no ends.”
In March, she shared “Lola,” an ode to her greatest good friend. The TikTok the place she performed the track for Lola occurred to obtain greater than 220,000 likes. One commenter wrote, “Maude really out here blurring the line between friendship and relationship,” to which she replied, “i wish i could tell u the whole story. This song will have to do in the meantime.” Another requested if the single can be “playing when you walk down the aisle to Lola,” and queer icon FLETCHER declared, “i’m so here for this.”
[Photo via Warner]
“I’ve been an advocate for this, blurry, indescribable love that’s friendship, but [it’s] so much deeper, and all of your relationships are confused by it.” Latour describes her traditionally all-girls college as “a place where all these feelings mush.” She’s nonetheless navigating these difficult relationships, which she’s “starting to realize are not fully sustainable” as she grows up and develops deeper emotions. She described these relationships on TikTok as a “complex lovefriendblur.”
Focusing on these friendships has repeatedly confirmed to be important lyrical fodder for her. “I’m not in love right now,” Latour confidently declares. “But I am nurturing friendships. It took me a second to realize that they need as much care as a romantic relationship. If it’s done right, this gets to be a source of love and life for you for years.” As she figures it out, she calls her music “an actual real-time reflection of how I’m feeling.”
On her newest observe “Probabilities,” Latour appears destined for superstardom, prepared to affix her icons, together with No Doubt’s Gwen Stefani. Her upcoming EP is slated for launch Sept. 30 and follows her 2019 EP Starsick 2021 EP Strangers Forever.
Rather than romance, she has different issues to concentrate on — like making ready to embark on a significant tour. She’s hitting the competition circuit, enjoying Lollapalooza, ACL and Music Midtown. Her exhibits, which she describes as “rave parties,” have created an unimaginable group for her. “It’s this intangible world, and promoting and sharing comes to fruition in a concert,” she says. “[The music] gets the closure it needs, and it’s cool to meet people and be a real person off the screen.”
She additionally plans to put in writing songs day by day, spend time in the studio and watch Love Island — a notoriously time-consuming endeavor. Latour is concentrated on crafting “perfect pop songs and a sonic universe, the way No Doubt does, or the way that every artist I love has done.”
Latour, nevertheless, might want to navigate some change, although alongside the approach. Much of her music and video content material — largely shot on the Columbia campus — has been instantly linked to New York. With a whirlwind yr forward, she’s bracing for a departure from the metropolis she’s known as residence for the previous a number of years. “I’ve lived my life through the lens of New York City for so long,” she notes. “Once I lose New York as the backdrop for everything, I’m curious what will replace it.”
FOR FANS OF: Lorde, Hayley Kiyoko, renforshort
SONG RECOMMENDATION: “Cyclone”
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