In the ethereal expanse of Northern Norway, where the sun dances on the horizon in a perpetual game of hide-and-seek, emerges a musical luminary named Maud. 2023 has been a whirlwind for this artist and producer extraordinaire, who not only crisscrossed the European landscape as part of the esteemed Keychange cohort but also delighted her fans with a European tour.
Maud, the brainchild of the multitalented Kristine Hoff, a native of the sun-deprived landscapes of Northern Norway, has crafted a sonic universe that beckons the listener into realms of dreamy synths, pulsating beats, and vocals that undergo a metamorphic process. Her musical concoction seamlessly fuses the avant-garde worlds of hyperpop and trance, creating an intoxicating soundscape that is uniquely Maud. Having graced the world with sonic treasures such as “Remind Me,” “Stranger,” and “Can’t You See Me” earlier this year, Maud now captivates our senses with her most recent masterpiece, “Let Me Feel It.” In the words of Maud herself, “It’s a song about knowing your own worth. When you know your worth, I believe it is possible to remove yourself from situations where your emotions aren’t being validated as they should.”
Indie Boulevard has been granted a unique opportunity to connect with Maud and delve into the details of her new single, as well as uncover the artist’s plans for 2024. In an exclusive interview, Maud will share insights into the inspiration behind “Let Me Feel It” and provide glimpses into the creative process that made this track so special.
Hi Maud, thank you for taking the time to talk with us, and congratulations on your new single, “Let Me Feel It”! So, this track marks the culmination of your musical releases for this year. How do you perceive the evolution of your sound and style throughout 2023, particularly in light of the contrasting vibes found in “Remind Me,” “Stranger,” and now “Let Me Feel It»?
Thank you so much. As an artist I feel like it is important to constantly evolve and develop my style and sound, knowing that my DNA, my core, as an artist, will always follow me in these processes. I also feel like it is important to seek to give each song its own imprint, and give each song its own dedicated universe, while still staying true to my artistic identity.
Growing up surrounded by the extremes of sunlight in Northern Norway must have had a unique impact on your music. Can you share how the ethereal atmosphere of your hometown seeped into your compositions and added that dreamy quality we hear in your songs?
I have found a lot of inspiration and harmony in nature itself. The lights and colors are constantly changing no matter which season we’re going through, and this never stops fascinating me. I also feel a strong connection to the ocean, it makes me feel grounded and connected. At the moment I live in Oslo, but I do think I will end up back home at some point.
“Let Me Feel It” is described as a song about knowing your own worth. Can you share more about the personal experiences or emotions that inspired the creation of this track?
The song is based on a situation where I was chasing someone that wasn’t right for me, or at least the timing wasn’t right. Sadly, I didn’t get what I wanted or needed. To me the song reflects the importance of being true to myself, and tuning into my emotional needs. When you know your worth I believe it is possible to remove yourself from situations where your emotions aren’t being validated as they should.
With a busy year that included an EU tour, writing new music, and remixing for other artists, how do you maintain a balance between the demands of a touring schedule and the introspective process of creating music in the studio?
Honestly, this can be really difficult. I don’t have a management, label or booking agency, so there are a lot of administrative tasks to take care of as well. I think this makes it really important to have dedicated days or periods for only creating music. On the other hand, I feel like releasing new music and touring gives me a lot of energy and inspiration. So it’s an important symbiosis where you just gotta give and take, and most importantly of all – stay structured.
When you’re on tour, what is it that you enjoy the most or find particularly fulfilling?
Performing, meeting new people, experiencing new places and hanging out with my band.
As a part of the Keychange cohort, you’ve been involved in initiatives promoting gender equality in the music industry. How do you envision your role in shaping a more inclusive future for artists, and what changes would you like to see in the industry?
There are a lot of amazing initiatives promoting gender equality in the music industry, such as Keychange and shesaidso. There has definitely been progress made within this field, more people are speaking up and I feel like I’m seeing a lot more girls getting into music production and music technology. However, there are still plenty of gatekeepers in the industry. Women and underrepresented genres need allies to demolish the traditional structures. If we want to see a change everyone has to take part. Hopefully, by working as a female producer I can help to pave the way for a new generation of women that produce music.
The songwriting, recording, and production of “Let Me Feel It” are all credited to you. How important is creative autonomy in your artistic journey?
Extremely important. I believe creative control contributes to creating and shaping an authentic, artistic identity. It also gives me freedom and flexibility which I wouldn’t want to be without.
When you’re cooking up your music, especially with “Let Me Feel It” leaning towards that hyperpop vibe, how do you go about mixing different genres into your creative melting pot?
There’s not really a good answer to this, but I feel like I just go wherever I want to go. I don’t want to put limits on what I can or can’t combine.
What are your musical plans for 2024? Is there something special you’re looking forward to?
In 2024 I’m releasing my second album, which I’m obviously really excited about. I’m really proud of myself for creating this album, it means a lot to me and I hope it will resonate with others. I’m also hoping to play more concerts in Europe.
If your music were a drink, what kind of cocktail would it be, and what do you think it should be named?
Maybe something similar to a negroni, because it’s both sophisticated, sweet and bitter. It should be named «Land of Maud», haha. On the other hand, if I like became rich or something…it would be really cool to make my own white wine somewhere in Northern Spain or Italy.
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