SZA on valuing authenticity and failure as a musical artist

July 1, SZAthe one-of-a-kind virtual performance streamed globally and fans everywhere were able to experience an ethereal, multi-sensory overload filled with soul and embodying everything the Grammy-nominated artist is while giving giving fans a much needed taste of her highly anticipated second album. With state-of-the-art drone technology and production to merge virtual and live sets to embody the iconic vodka brand’s new line, viewers were sure to be delighted with a sweet and refreshing treat of both. SZA and GRAY GOOSE. The event was filmed in Los Angeles’ filmed at Wisdoman immersive art and music dome.

“Working with an iconic brand like GRAY GOOSE and becoming their creative consultant has been a great experience. The opportunity felt like a perfect match for me,” said SZAin a statement sent to For(bes) The Culture. The Maplewood, New Jersey-born artist described the new low-calorie alcohol as “everything she’s been looking for” – “crispy, light and sweet in taste, and full of flavor.”

Her statement continued, “I feel like ‘In Bloom’ really captures where we are at right now, especially after a year and a half of lockdown, that’s also why it’s the best place to hang out. debut with some of my new songs. I’m so excited for my fans to see this performance. I promise it’s gonna be epic.

Luckily for For(bes) The Culture, we had the exclusive opportunity to catch up with the nine-time Grammy nominee after experiencing her performance virtually, her appreciation for “In Bloom” in partnership with GRAY GOOSE, and when we can. wait for another studio album.

“When GRAY GOOSE Essences first talked about ‘In Bloom’, I was immediately drawn to the idea of ​​herbs and essences. The whole ethos behind the brand is exactly the kind of vibe I ‘like to bring to my music’, SZA says For(bes) La Culture. For the first time, the 31-year-old alternative R&B singer performed previously unreleased songs from her upcoming studio album, including a new song titled “Shirt,” in partnership with GRAY GOOSE Essencesthe spirits brand’s new line of fruit and herbal vodkas.

In addition to performing new music for the first time, the “All the Stars” neo soul singer acted as chief creative consultant on all aspects of the “In Bloom” production, from script to lighting. . The RIAA-certified multi-platinum singer, whose music contains elements of soul, hip-hop, minimalist R&B and chill wave, will harness the same creative energy and unapologetic expression used in her music to create an experience of unique fan and bring the story of Essences to life in only a way that SZA could.

“We are very excited to be working with a creative maverick like SZA to help tell the story of Essences,” GRAY GOOSE Vice President for North America Aleco Azqueta said in a statement. “For a spirit with such vivid and distinctive flavor expressions, we knew we had to partner with someone so vibrant and exuberant. As a SZA fan myself, I know she’s the perfect choice to immerse consumers in this new world. His ability to take fans on a journey through his music is unparalleled and we can’t wait for everyone to see how Essences inspired his performance. Without revealing too much, I will simply say that the unexpected is to be expected.

“Now more than ever, authenticity, personal journeys and failures are important stories to tell,” SZA told For(bes) The Culture about the importance of storytelling and partnership for musical artists. . “They help everyone grow and the more artists collaborate and freely express parts of themselves, the more the culture progresses.”

As for the performance itself, which included live renditions of hit songs like “Hit Different” and “Good Days,” SZA revealed to For(bes) The Culture that nervousness wasn’t something too new. or of concern. “I’m just excited to be out at all! I was anxious before the “In Bloom” show, but also grateful to perform. The performance really got me excited for what’s to come.

When asked when fans can expect new music from her, SZA simply replied with a laugh, “Who knows!” she added. “I am anxious and excited. My music is constantly evolving so I don’t want to give away too much right now. His first and only studio album released so far CTRL has been critically acclaimed since its 2017 release and featured. The album went on to earn SZA a Grammy nomination for Best Progressive R&B Album, a Billboard Music Award nomination for Best R&B Album of 2018, and an NAACP Image Award for Outstanding New Artist, which she received. .

For now, SZA fans can enjoy her virtual performance “In Bloom: Imagined By SZA” on YouTube, created in collaboration by SZA and First Tube Media.