FEATURE:
Spotlight
PHOTO CREDIT: Tabitha Brooke
EMMI IIDA
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AN artist who…
is very much more than just the music she is making, EMMI IIDA is someone who needs to be on your radar. What I mean by that is that music and this new artistry is a culmination of other things. A way to create something holistic through music. Someone who wants to not only create incredible sounds that are remembered and people embrace. There is this consideration towards mental and spiritual heath. Nourishment and fulfilment. I will come to some features and interviews in a minute so that we can learn more and getting a better impression of EMMI IIDA. Before that, from her website, is some detail and biography about this incredible creative:
“EMMI IIDA (Emmi Granlund), 33, is an internationally recognised Finnish visual artist, holistic interior architect & musician currently based in the countryside of Southern Finland. She creates art in unlimited forms through her company EFG Productions Oy, expanding her horizons consistently. Most recently, she has founded EFG Records Oy, a record label focusing on bringing holistic wellbeing and union with healing frequencies”.
I know that, among other radio stations, EMMI IIDA has received praise and airtime from Lauren Laverne on BBC Radio 6 Music. Craig Charles has also featured her work. I shall end with a feature about the amazing single, Trinity (perhaps her strongest work to date). There is a lot to recommend and love about EMMI IIDA.
I will wrap up with a couple of features relating to Trinity. It is early days still, so we shall see more music from EMMI IIDA this year. Someone I am excited about and would recommend to anyone. So different to other artists out there. You get the impression that, unlike most, EMMI IIDA is trying to make the listener feel better. Get inside their heart and mind. This holistic approach to music. The music itself is incredible! It does seem that she is going to be very busy throughout 2024. I shall come to an interview from back in October. Before that, Naluda Magazine spoke with EMMI IIDA about the single, Energy Guru, and what she has planned for 2024:
“Check out our interview with internationally recognized Finnish visual artist, holistic interior architect & musician EMMI IIDA who just released her new single ‘Energy Guru’ via EFG Records Oy.
The multi-faceted artist has hosted solo art exhibitions around the world, from Barcelona to Los Angeles. She now seeks to translate her artistic prowess into her music, with ‘Energy Guru’ set as her second official release, following the success of her song ‘Blooming’, which gained support from notable tastemakers METAL Magazine and CLASH Mag, as well as securing her an interview with MTV Finland. In addition, ‘Energy Guru’ was produced by #1, gold-disc selling songwriter and producer Jess Sharman, who has created music for shows and movies like Grey’s Anatomy, Love Island and The Inbetweeners.
Hi EMMI, please tell us a little about you?
I was born and raised in the countryside of Southern Finland, was the oldest of six kids with five younger brothers… we had kind of a free upbringing in a countryside environment so that leaves a lot of room for creativity, I’ve been painting and making things from scratch from a young age. For the past decade I lived in the States, in Minneapolis and Nashville, and recently moved back to Finland with my two kids, appreciating it all, the safety and pure nature, even more now.
Describe your sound in 3 words?
Ethereal, dreamy, meditative
Who influenced you and why did you choose to make music?
People who expand their limits inspire me. Music has always been close to my heart but it was only 4 years ago when I started getting these songs. Or should I say I opened up to the possibility of being able to write a song.
Tell us about your new single “Energy Guru?”
It’s about the connection with the divine, with it all. It’s about finding the truth, your own true nature and co-creating your world with the Source, feeling oneness, union with everything there is.
What’s the story behind the song?
The song started playing in my head summer 2020 when I was meditating at a cabin in Lapland of Finland. It was playing with the full orchestra, explaining to me that you can find the energy guru within you, when you calm your mind, listen to your intuition and get clear with anything that’s been bothering you.
How was working with popular producer Jess Sharman in the project?
Jess is such a talent, both in songwriting and producing. We were going through the lyrics and the song structure and tweaking it to find the best possible outcome for the song, and I feel like we did. I learned so much working with her this spring and I’m very, very grateful to have the honour to be working with her.
What is the most rewarding part of your work?
Personally it’s been so healing to create these songs. The element of the healing frequencies in the songs and the messages of the songs are so therapeutic in themselves, that I feel success if one other person other than myself gets the same feeling of hope and love that has helped me. Also it’s so rewarding when my kids sing the lyrics of the songs, that brings me to tears every time.
If you were a book, what would be the title of the book and why?
I have written a book actually, related to the album! It’ll be published in 2024 so you’ll see.
What’s next for EMMI IIDA in the last months of 2023 and for 2024?
Exploring, grounding and expanding. Taking time for just being”.
Phuture Sound spoke with EMMI IIDA back in October. With the amazing Blooming out in the world, they wanted to know about her the defining moment in her career, in addition to what is her biggest inspiration as an artist. I would encourage everyone to spend some time with this amazing artist:
“EMMI IIDA is an internationally-recognised Finnish visual artist, holistic interior architect & musician currently based in the countryside of Southern Finland. She released a new single, ‘Blooming’, on the 22nd of September 2023 via her own label EFG Records Oy. The song is accompanied by a stunning music video filmed in the Peak District of England, produced by Sebastian Luke-Virgo. The multi-facetedartist has hosted solo art exhibitions around the world, from Barcelona to Los Angelesand now seeks to translate her artistic prowess into her music, with ‘Blooming’ set as her first major official release. Accelerating her artistic momentum, the track has already gained support from notable tastemaker METAL Magazine. We chatted with the multi-modal artist below.
Walk us through your creative process?
For me having space and time for creativity is vital, creating the right atmosphere for those subtle energies to flow and to get inspired. I have two boys, who are 2 and 4, so peace and quiet is such a luxury in our household, but I try to make time for my morning rituals every day: lighting up a candle, burning palo santo and grounding incense, taking a moment for a meditation session and journaling. That truly sets the tone for the day and uplifts your vibrational levels. And that opens up the space for new ideas and songs, too.
What has been the most defining moment of your musical career?
I opened up to the idea of creating songs about four years ago. It was all about curiosity and honouring the art form of music, as previously I had been focusing on my visual art, designing and creating clothing and interiors – I did my school for interior architecture and design. So at first, after writing down my first song, I started playing with Garageband and self-producing some sort of demos of them. I lived in Nashville at the time, for the past four years, and studied Logic Pro with an engineer for a spring, wanting to learn how to speak the same language with actual producers and learn more about the process. The eagerness of making the best versions of my songs was the defining moment of my career. I was lucky to find the talented team around me, Jessica Sharman as co-writer and producer and Femke Weidema as mixer and masterer. It’s been such an eye opening project, creating this whole album of 14 songs and I’m excited and hopeful for them to help someone with similar struggles that I’ve been going through.
@emmiidaworld BLOOMING MUSIC VIDEO PREMIERED BY CLASH MAGAZINE
♬ original sound - EMMI IIDA
What equipment or software are you using the most?
All of the instruments in the songs are produced electronically, we used Logic Pro for them. All of the songs are tuned into 432 Hz which has been shown in the studies that it improves one’s wellness levels by lowering stress, helping to get better sleep and bringing harmony instead of the constant chaos in our lives. I also studied sound healing and do sound baths with Tibetan singing bowls, gongs and koshis – sound is a great way to fall into a meditational state of mind, we’re re all vibrational beings and full of water, so that immediately takes us to peace and calm. Also the songs of this project have additional frequencies to unblock specific chakras, that are related to the themes, the deeper messages of the songs. For example, ‘Blooming‘ is for the sacral chakra, our sensuality and creativity, and Energy Guru is for crown chakra, our connection with it all, the oneness.
Whats your performance setup looking like?
The last time I was singing solo for an audience was with a choir as a kid, so we’ll see what kind of Beyonce level performance will unfold this time, haha.
Who are your biggest inspirations at the moment?
My kids inspire me every day. It’s fascinating to see the level of creativity when one hasn’t been programmed yet or doesn’t have any issues with self-confidence, it’s just pure joy, excitement and creation.
Whats next for you as an artist?
I have many upcoming projects, filming music videos, producing new songs and painting for art exhibitions.. and performing the songs of this project, too! I’m excited to expand my horizons as an artist and open to see where it takes me”.
Let’s wrap up with some more recent press. Muze.fm featured EMMI IIDA in December. Highlighting the incredible single, Trinity, it was another remarkable release from the multi-talented Finnish artist. Someone who is going to make some really big steps through this year. I do hope that there are some gig dates in the U.K. later in the year. Plenty of people here who would love to see her:
“Finnish multi-modal artist EMMI IIDA has released an avant-pop single, ‘Trinity’ on the 1st of December 2023 via her own label EFG Records Oy. EMMI IIDA is an internationally-recognised visual artist, holistic interior architect & musician. The single follows the success of ‘Blooming’ and ‘Energy Guru’, which saw support from notable tastemakers METAL Magazine, CLASH Magazine, and NOCTIS Mag as well as securing her an interview with MTV Finland. ‘Trinity’ premiered with an interview from Naluda MAG and received early airplay from BBC 6’s Craig Charles as well as over on RTÉ 2FM.
‘Trinity’, sees EMMI IIDA ramping up the attitude – her last two singles were distinctly spacey, ambient and ethereal – here, her vocal tone and instrumental backing are more upbeat, with more of a pop sensibility, while still retaining her holistic and spiritual intentions . Featuring a pulsating synth bass over a deep marching drum beat, distorted synth arpeggios, pads, and effects, the track is a gorgeously extraterrestrial sonic landscape.
EMMI IIDA shared: “Think about being an alien who arrives on Earth for the first time. She’s wondering what’s going on in here, all the madness, and if we still have time to make a change and save it all. ‘Trinity’ is all about finding that power within, activating our solar plexus chakra, through the frequencies and messages of the song”.
@emmiidaworld TRINITY OUT NOW
♬ original sound - EMMI IIDA
I will finish off with Wonderland. Magazine and their spotlight of EMMI IIDA. There has been a lot of positive press and praise of EMMI IIDA from the U.K. Her music is definitely hitting people and leaving an impression. Someone I am quite new to but was instantly fascinated by. I think she is going to go a very long way in the coming years. A name to keep your eye out for. Trinity is a magnificent song that showcases a wonderful and hugely creative soul that everybody needs to know about. Make sure you follow her on social media:
“EMMI IIDA, a versatile Finnish artist, seamlessly navigates between various creative pursuits, spanning from visual artistry to holistic interior design. In her latest work, ‘Trinity,’ Iida showcases a mesmerizing and experimental evolution in her musical repertoire, skilfully fusing avant-pop elements with her distinctive ethereal sound. The track features distorted synth arpeggios, pads, and effects, creating a sonic backdrop that complements the eclectic visuals which feels synonymous with retro science-fiction cinema.
Set against the desert backdrop of Joshua Tree, California, ‘Trinity’ captures the ethereal essence of EMMI IIDA, whilst evoking memories of late-90s sci-fi fantasy cinema. The narrative commences with EMMI descending from the expansive blue skies, adorned in a silver ensemble and futuristic visors. As she journeys through the desert, a radiant burst of light metamorphoses her into a more ‘human’ form, now clad in all black. A serendipitous encounter with a wanderer reveals a metaphysical connection, tapping into IIDA’s distinctive exploration of spirituality, as she activates his third eye.
Discussing the themes and inspirations behind the project, Emmi shared: “’Trinity’s music video is about an extra-terrestrial landing on Earth against her own will, as she has been given a mission of waking people up, trusting their intuition, activating their own willpower, solar plexus chakra and opening their third eye. She’s wondering about the state of our Earth and horrified by how it currently is: how we’re fighting instead of finding our way to union, oneness. She’s hoping there’s still time left for us to make a change. Is there?”.
I wanted to spend some time with the brilliant EMMI IIDA. You may not have heard of her name, though I guarantee you will love her music. A label owner who has that different approach to music, as EMMI IIDA is a visual artist and holistic interior architect, you get this different approach to music. Songs that are designed to heal, lift and inspire the listener. A debut album is out on 22nd February. She is a stunning artist who I predict good things for. Do make sure you follow EMMI IIDA, as she is very much…
SET for massive success.
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Follow EMMI IIDA
