Loui Lvndn Talks Music, His Creative Process and His Upcoming Debut Album

Loui Lvndn, the singer, song writer, rapper, performing artist, visual artist and writer, who began his musical career at an early age from a hip-hop vantage – performing on stages alongside South Africa’s highest musical ranks – has since evolved into the genre defying and unifying art/fun house he is today.

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From his salient vocals to intricate rhyme schemes on progressive alternative Hip-Hop tracks to his witty Brit-rock sass on his funky indie-rock stage burners. His ever growing audience get to enjoy a masterful and unique blend of subversive and commercial appeal from this phenomena.

We had a chat with Loui Lvndn about; his love for music, his creative process and the very interesting title for his upcoming debut album.

IceKream: Can you tell us who Loui Lvndn is?

Loui Lvndn: Loui Lvndn is a dude, born in East London, with art blood. I’m currently, beyond song-writing/singing and now producing. I’m also a graphic designer and art director.

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IceKream: Can you tell us a bit about the first time you fell in love with music?

Loui Lvndn: I’ve always been in love with music. Since I can remember it has been my solace. It started with me listening to what was in the house, y’know. My mom had a bunch of stuff but I remember really playing her Michael Franks, Brandy, Mariah Carey, R Kelly and Sinatra.

I started curating my own little collection by recording songs I dug on the radio on top of my moms gospel cassettes. By that time I really got into Tupac, Nas and Eminem. My grand gesture to music though was becoming a musician, I think.

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IceKream: Your EP is titled “Hikari” and now your upcoming debut album will be titled “Your Princess is in another Castle”… how do you come up with such distinctive names? Is there a special thinking process or mind-set that you have to adopt during that process of coming up with titles?

Loui Lvndn: It’s more an experiential thing for me. It happens gradually and over time. My state of being during the writing process informs the sound, the style and of course the concept. Where Hikari means “light”, which I translated sonically into a completely new sound in the South African context where not a lot of artists were stepping into such a experimental and progressive territory – Light in a dark room.

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Your Princess Is In Another Castle is more of a conceptual title borrowing from my memories of the SuperMario TV game and how I’d blow adapters staying up for days, clearing levels, trying to find the elusive princess. Whom I never found. This became a metaphor I used in my writing for the elusive nature of happiness in real life… and love.

IceKream: Does your degree in Creative Brand communications come into play with the music side of what you’re doing or did you leave it all behind at graduation?

Loui Lvndn: I already am in the creative industry as a Designer and Art Director, doing work some really great brands. The experience has broadened my understanding of how people interact with brands and vise-versa. The academic, “visual communications and branding” knowledge does in-fact help me tame the wild nature of my art. But at the centre of it all is really a child-like adoration for art and creation.

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IceKream: You are a singer, song writer, rapper, performing artist, visual artist and write; how do you balance so many roles in your life?

Loui Lvndn: I have a tendency to think it’s all one thing. It all comes from the same place. “Creative Intelligence”, if you will. So I approach each role with the same energy. I guess it becomes tricky when you wear different hats at different times. That makes balance of time hard to achieve. The only way I have found that allows to me to indulge in all these mediums at once is the devotion of  my entire life to all them.

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IceKream: If you could work with any other musician / artist in the world, who would it be and why?

Loui Lvndn: Truly the hardest challenge I’ve ever faced, this question. Uhm… I got a whole lotta love for a whole lotta music. Buuuut, commercially, Pharrell. I think he balances art-house and fun-house the best.  He has a great understanding of sound but most importantly the different ends of the spectrum of music and how to blend them seamlessly in a way that really connects with people.

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Here are 5-scoops-of-facts you didn’t know about Loui Lvndn:

 

#Scoop1: Name three songs on your playlist right now?

I’m kind of rinsing these right now:

  • Highly Suspect – Bath Salts
  • Kid Cudi – Frequency
  • Weeknd – Starboy

#Scoop2: In terms of career, what did you want to be when you were a kid?

I always knew I’d be a musician and artist. Always. Knew!

#Scoop3: Which TV character have you always resonated with?

{Laughs} I’ve got a few; Tetsuo from Akira and both the ‘good’ Ryuzaki and ‘evil” Light Yagami from Death Note.

#Scoop4: Bungee jumping, sky diving or getting inked?

Getting inked for sure. Although I’m not opposed to any of the above.

#Scoop5: Gin, vodka, Jäger or tequila?

G!!!n

Loui Lvndn’s EP titled Hikari is available HERE and for FREE download/streaming

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