Approaching the release of her sophomore EP Why's It Gotta Hurt, ASHWARYA is feeling as confident as ever.
It’s been just over two years since the release of her debut EP Nocturnal Hours, and since then, her mindset towards life and music has shifted entirely. This time around with her second EP, the Australian-Indian artist is on a mission to push the pop genre as far as she can, while simultaneously stamping her own unique flavour onto the genre. On Why’s It Gotta Hurt, we see her draw inspiration from her creative and ethnic communities, as well as the Bollywood music she grew up with.
Over the past couple years AHSWARYA has collaborated with artists among the likes of Vic Mensa, amassed millions of streams, opened for Dua Lipa and released an EP. While these achievements are impressive by themselves, they’re all the more so when you consider she’s yet to sign a record deal.
The latest achievement on her lengthy list is being the star of JD Sports’ latest Adidas Terrace campaign, alongside Soju Gang, Cinnamon Doll, Jaidathecreator and JassyFizzle.
Speaking to Complex AU, ASHWARYA chats about the creation of Why’s It Gotta Hurt, opening for Dua Lipa, and her latest campaign with JD Sports.
You’re new EP Why’s It Gotta Hurt is almost here, but I want you to cast your mind back to your previous EP: Nocturnal Hours. What's different for you this time around?
When it comes to Nocturnal Hours, I feel like I was experimenting with a lot of different things. Coming out of that EP, I knew I wanted to continue pushing the pop sound, but also tie in elements of other influences that I grew up on. Going into this EP, I know that I'm actually doing the right thing. I get restless if I'm only making one type of sound—I just want to continue pushing the boundaries of pop and trying to create something fresh.
What's your process like when it comes to making music in the studio?
For me, it's super important that I have a very strong connection and relationship with the producer or the songwriter I'm working with. It goes beyond just creativity. I feel like the [people] I work with need to understand me holistically as a person before we can even start writing. For this EP I've been lucky enough to work with my very good friend Sam on most of the tracks. We spent maybe two weeks together where we just played around with a bunch of ideas. We got to know each other really well and [the process] almost felt like we were having a combined therapy session. So my approach [to making music] is more about building relationships with the creatives around me—and trying to make something that comes from the foundation of our relationship, rather than just writing a random song.
Do you think that's how the best music comes about?
I do—I think it's really powerful. Conversations are so important when it comes to music and writing music. On some days Sam and I would just be talking and then we'd look at the time and be like “Oh shit, it’s late!”
Between this EP and the last, what do you think has been your biggest level up?
I think this time around I'm feeling a lot more confident about the release. There's definitely an element of confidence I have now that I feel maybe I didn't have the first time round.
Not to say that I didn’t have the creative control for Nocturnal Hours, but for this EP I've had creative control on pretty much every aspect of the campaign—from the song writing to the visuals and branding.
Being an independent artist, as much as it comes with its adversities, it's empowering because you call the shots on literally everything. So, when it comes to decision making, it's high stakes. You're not relying on anyone else to tell you if the work is good or bad, you're just kind of trusting your gut. So I think this time around, I've felt a lot more confident rolling out the music, because I've [done] it before.
What’s the best lesson you’ve learnt on your journey as an independent artist?
Just to follow my gut. I get rid of all the noise around me and have [complete] tunnel vision when it comes to my creativity. Another lesson I've learned is that growing with the creatives around me is and has been really important. Without collaboration, [you have] nothing. So yeah, I feel like I really tapped into my community and people that I work with beyond just the projects we do together. I'm going to be working with these people for ages because we’ve formed relationships as homies, first and foremost.
That’s dope. Amongst your many other recent achievements, you’re also the lead in JD Sports’ latest women’s Adidas Terrace campaign. Congrats! How did it come about? And what's it been like working with them?
It came about really organically—JD have always been really supportive. So yeah, it was awesome. When it came to shooting the campaign video, I got to be in it with my friends. My stylist Jaida was in the campaign with me, and my real-life director and videographer was too. It's insane. All the people that got to be in it I love.
Another sick thing that I wanted to talk about was opening for Dua Lipa last year in October. What was that experience like?
It was so good. When I found out I was going to be supporting her I was like, "What the fuck?" When I got the offer I was like “Holy shit this is an artist who has broken so many records as a female pop artist,” and to be able to support her was and is wild to me.
I was just happy to be there and enjoyed it. I watched her performance after I was done, and I was focusing more on the audience than her—the way she was commanding her audience was so inspiring. I hope to do that one day.
You can shop the latest JD Exclusive Adidas Women's Terrace Collection online and in store, only at JD Sports.
