Photo Credit James Edmond
In Conversation with LVRA at Connect Festival 0n the 26th August 2022
A great catch up with LVRA, a rising Scottish musician, and James Edmond from the Scottish Music Network at the Connect Festival 22 in the Royal Highland Centre, Edinburgh. They discuss various aspects of LVRA’s music career and upcoming plans.
LVRA explains the origin of her stage name, which is a combination of the last two letters of her surname (LU) and the first two letters of her first name (RA), with the ‘U’ turned into a ‘V’ to give it a more edgy feel, similar to how some churches use ‘V’ instead of ‘U’.
When asked about her musical influences, LVRA cites strong female artists and producers such as Grimes, Billie Eilish, and Cuckoo Chloe, as well as alternative rock bands like Radiohead that she grew up listening to that her brother would play.. She also mentions being heavily influenced by the current UK electronic scene, including genres like jungle and drum and bass and anything with a beat to it..
LVRA discusses winning the Sound of Young Scotland Award, which she describes as a “mixture of being so surprised and shocked, but also just felt like really fulfilled and quite grateful.” She explains that it was meaningful to her because it showed that other artists and industry professionals understood and connected with the music she was creating, even during the isolation of the COVID-19 lockdown. It was a nice feeling to feel she was understood with other musicians.
Regarding her upcoming music, LVRA promises a “harder, bit more developed production” compared to her previous EP. She says she’s been on a journey of exploring her voice and finding the best way to convey her message and make people feel through her music, which will result in a more aggressive yet thoughtful sound. It is going to be a bit more experiment and pop.
LVRA expresses her excitement about performing at the Connect Festival in her hometown of Edinburgh, noting that it feels “awesome” to play in a familiar venue in front of friends and family. She says the local connection helped her feel more relaxed and comfortable on stage. With the festival been on 15 minutes from her house. The weather was not great, if you can dance to it any state that’s fine by me.
When asked about the highlights of her music career so far, LVRA cites winning the Sound of Young Scotland Award as a major milestone, as well as the overall experience of creating music videos, collaborating with other musicians, and bringing her artistic vision to life.
In terms of advice for up-and-coming musicians, LVRA emphasizes the importance of finding your own path and not feeling pressured to conform to a certain idea of what it means to be a musician. She encourages aspiring artists to work at their own pace and do what feels comfortable for them, rather than trying to emulate the constant social media presence of some artists. The key, she says, is to never stop creating and have the confidence to pursue music in the way that feels right for you.
Overall, the conversation provides a detailed insight into LVRA’s musical journey, her creative process, and her perspective on the music industry, offering valuable advice and inspiration for other emerging artists.
Interview by James Edmond
