Music | Rina Sawayama is breaking down barriers for the online generation

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When it comes to the online generation, it’s fair to say a lot of people shy away from speaking out and confronting their online struggles. Tackling the issues of the internet one lyric at a time, Rina Sawayama takes her online insecurities and communicates them through her musical talents by making them the central concept of her music. The former Cambridge graduate is the

Music

Rina Sawayama is breaking down barriers for the online generation

Published on 01 April 2016

art direction and words Elizabeth Jane Bishop
photography Luc Coiffait
styling Alicia Ellis
make-up Nina Faye Robinson
talent Rina Sawayama at Elite Special BookingsShow more

jacket Acne Studio, trousers Danielle Romeril

When it comes to the online generation, it’s fair to say a lot of people shy away from speaking out and confronting their online struggles. Tackling the issues of the internet one lyric at a time, Rina Sawayama takes her online insecurities and communicates them through her musical talents by making them the central concept of her music. The former Cambridge graduate is the definition of a digital age princess. Her thought-provoking music, self-described as “twinkle heavy R&B”, is influenced by a mixture of Jpop, noughties R&B and fellow female creatives Arvida Byström and Alessandra Kurr (who have codirected her videos).

In her latest track and video “Where U Are” cyberbae Sawyayama is seen sitting alone curled up obsessing over the glowing screen of her iPhone. “Where U Are” is a clever twist on Micheal Jackson’s hit “ I Wanna Be Where You Are”. However the London-based artist brings MJ’s music into 2016 with a deeper and somewhat darker message about losing yourself in the digital age. I caught up with Rina Sawayama in Soho over a bowl of ramen to find out more about her deeply interesting artistry and how she developed into a voice for the younger generation.

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How did you discover you wanted to pursue music as a full-time career?

I studied at a London-based performing arts school where my passion for music first began. During high school and college I also developed a love for politics and psychology and went to pursue these subjects at Cambridge University. It was intense and completely different to what I was used to. I would describe my high school as colour blind in comparison. No one would question your ethnicity or make assumptions about you based on your looks whereas in Cambridge people would naturally assume I was an international student which I came to quickly realise is extremely racist and closed minded. Part of being creative is being open-minded so after graduating I released my first single “Sleeping in Waking”.

Your music is based around the digital age - what inspired you to pursue and make this the central concept within your music?

I’m very much inspired by photographer and artist Arvida Byström who is also one of my closest friends. She has a unique view when it comes to the digital world and has opened my mind to a lot of different issues and complications when it comes to creating an online profile and persona.

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"I’m trying to break down barriers for the coming generation and highlight certain issues by making them realise that what you see isn’t necessarily what you get."

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What message are you trying to put out to your fans through your music?

I’m part of the first generation of digital natives, I remember dial-up internet and the moment I was given my first smartphone as a teenager. I used the internet as a measure of success and it was difficult to understand all these amazingly beautiful young girls who seemed to have perfect lives – it left me feeling vulnerable and depressed, wondering how I could be like them. I guess with my music I’m trying to break down barriers for the coming generation and highlight certain issues by making them realise that what you see isn’t necessarily what you get. We are all in the same position when it comes to the digital world.

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Why a Michael Jackson cover for your latest single? Who inspires your music?

I became inspired to do a cover of “I Wanna Be Where You Are” after hearing Beyoncé cover the song. I started to mess around on garage band and that’s how “Where U Are” was developed. I’m also very inspired by Japanese artists Sheena Ringo and Utada Hikaru.

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Who would be your dream musical collaborator?

Justin Timberlake!

What’s coming next?

I’ll be releasing my new EP, coming out this summer, called “Alone Together” which is named after a book published by Sherrie Tucker. I’m also developing live performances which I want to be very interactive – hopefully with a lot of vintage TV’s and motion graphics which I’m really excited about!

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