We spoke to Emei as she gears up for her headline tour ‘RABBITHOLE’, reaching audiences across the UK, EU, and US with an impressive 37-show extravaganza. Following the success of her singles “RABBITHOLE,” “ALL THESE KIDS,” and “9 LIVES,” this global sensation released her much-anticipated EP, ‘RABBITHOLE’ in November, 2024. Drawing inspiration from the classic film Alice in Wonderland, this work explores themes of love, friendship, young adulthood, and mental health, channelling the whimsical yet poignant essence of the tale.
Fresh off a live session on BBC Radio 1’s ‘Future Pop’ show, where only a select few artists perform annually, Emei’s impact is undeniable. The EP’s genre-defying tracks invite listeners into various rooms of her mind, capturing the intricacies of navigating young adulthood. With endorsements from prominent outlets like Teen Vogue, Billboard, and The Face, Emei’s music has unsurprisingly garnered international traction. Her hit “Scatterbrain” has not only appeared on Spotify’s Best Pop Songs of 2023 but has also received multiple “single of the week” nods from BBC Radio 1, solidifying her place in the industry. Selected for the Goldhouse Committee’s partnership with Live Nation and Spotify, and collaborating with Riot Games for a performance to 20,000 at the Valorant World Championship, Emei’s meteoric rise continues to resound.
You’ve cited “Alice in Wonderland” as a significant inspiration for your EP, “Rabbithole.” What connections do you see between your experiences and the themes of the story?
I grew up watching Alice in Wonderland, and I always thought Alice was so relatable. She was curious, excited, and even though she was scared, she navigated the world with curiosity and a whimsical nature. I’ve always felt a connection to her.
You mentioned that your EP was heavily inspired by your anxiety and panic attacks. How do you hope to resonate with listeners who may be experiencing similar struggles?
I write songs as genuine journal entries based on my life experiences. It’s been amazing to connect with people through that, even though I’m not necessarily trying to resonate with anyone—it just naturally happens. And I feel super lucky that anyone relates.
You’ve collaborated with notable producers like Timfromthehouse and Yung Bae. What do you look for in a collaborator, and how do they influence your sound?
In creative industries, finding collaborators can be tough because you need to feel like you can finish each other’s sentences. The sounds they choose and the ideas they bring to my songs have to align with what I hear in my own head. And honestly, I’ve been really lucky to work with so many amazing producers and collaborators who truly understand and complete my vision.
You mentioned “The Part” reflects a transition in your journey. Can you discuss the creative process behind that track and how it manages to wrap up your journey in the EP?
I wrote “The Part” when I was feeling stressed and anxious about the project—what I wanted to say and how I wanted to sound. I felt pressure from the outside world and the internet to make a certain type of music and be a certain type of person. The song is about staying true to myself despite that pressure to “play the part.” It came directly from a journal entry, and I wrote it with Buzz and Boy Blue. It was such a fun and meaningful experience.
Your tour has garnered a lot of attention, selling out in various cities. What has been the most memorable moment from your live performances so far?
I love performing—it’s definitely my favorite part of my job. My most memorable moments are when the crowd and I lock in and just have so much fun together. I remember one night in Berlin; it genuinely felt like the best night of my life. The audience just gave so much energy, and I felt such a deep connection with everyone there.
As you prepare for your headline tour, “Rabbithole” this year, what can fans expect in terms of performance style and atmosphere?
The Rabbithole tour is going to be a step up. I’m so excited to fully lean into the world we’ve created with this EP and bring it to life on stage. I’ll be playing a mix of my classic songs and tracks from the new EP. It’s going to be dramatic, immersive, and so much fun—I can’t wait for fans to experience it.
Being named an “Artist to Watch” by Spotify is quite an achievement. How do you plan to build on this momentum in the coming year?
I’m so thankful for Spotify’s support, literally since day one. I plan to build on this momentum the same way I always have—by continuing to make music that feels genuine to me, playing shows, and connecting with fans! I just want to keep working hard and creating music that makes both me and my fans proud.
What future musical directions or themes are you excited to explore beyond the “Rabbithole” EP?
The Rabbithole EP really tapped into something exciting, and I want to dive even deeper into that world. All the new music I’ve been working on has been incredible, and I’m so excited to share this next batch of songs with my fans and the world. It’s been such a thrilling process, and I can’t wait for everyone to hear what’s next.
With a significant social media following, how do you engage with your fans, and what role do they play in your musical journey?
My fans are everything in my musical journey. I always try to stay connected with them by talking to them regularly, meeting them in person, and interacting online. Their support means the world to me, and they play such an important role in everything I do.
Can you share any messages or responses from fans that have particularly touched you?
I get so much fan art and letters on tour and through my P.O. box, and they always touch me deeply. I’m a very emotional person, so whenever I get something like that, I tape it on my wall at home—I actually have an entire fan wall. The messages that touch me the most are the ones where people say my music makes them feel less alone. It’s so special because I feel the same way about my fans. These songs are my journal entries, and their connection to them makes me feel like I’m not the only one going through these experiences.
How do you see your music influencing the younger generation, particularly in terms of mental health awareness and self-acceptance?
My songs are genuinely just my journal entries, and the more people who relate to them, the more we normalize the things we’re going through. If my music helps even one person feel seen or less alone, that’s the most meaningful thing to me.
In light of your success at such a young age, what advice would you give to aspiring artists who face similar challenges you’ve experienced?
I’ve always relied on affirmations and manifestations because the world is full of noise that can get in the way of creativity. One of the biggest things I’ve learned is to trust my intuition and instincts. The moment you lose touch with your intuition, you start overthinking and that can lead to writer’s block. My advice is to always trust yourself!
Looking back at your journey so far, what are some lessons you’ve learned both personally and professionally?
I’ve learned so many lessons, but one of the biggest is to trust my intuition! If you can’t trust yourself as an artist, what are you really doing? At the end of the day, the choices I make—musically and otherwise—are what I have to live with. Following my instincts, even the unexpected and weird ones, has been crucial to my growth and creativity.
How do you envision your music evolving as you continue to grow as an artist?
My projects are like journal entries, so they evolve chronologically as I grow and experience new things. My music will always progress as my life progresses. I don’t know exactly where it will go, but I know it will always be genuine and reflective of my journey.
Follow
@its.emei
Rabbithole is out now: https://beacons.ai/emei
