Oslo’s music scene is buzzing with the arrival of MaVe, a compelling artist who transcends the typical pop persona. Emerging with a 2023 debut that shattered expectations, MaVe swiftly carved a unique sonic space within the music industry. Her inaugural album, the provocatively titled “Crap I Shouldn’t Say Out Loud and Shitloads of Ballads,” served as a potent declaration of intent. Eschewing industry norms, MaVe crafts music that is unflinchingly honest. Her sound resonates with a raw authenticity, akin to a shot of espresso – a jolt of energy that lingers long after the last note fades.

Fast forward to 2024, and MaVe’s dropping “Extraordinary,” marking a whole new chapter. The new single pushes the boundaries of her sound, taking her pop game to the next level, all while staying true to her signature blend of sass and vulnerability. We at Indie Boulevard got the inside scoop from MaVe herself, gaining insights into her creative process, her thoughts on the ever-changing music scene, and the inspiration behind the electrifying “Extraordinary.”

photo by Vegar Moe Nilsen

“Extraordinary” kicks off a new chapter in your career. Could you share what this new era means for you, both on a personal and professional level?

It’s a new era in life, being less scared of what people might think and trusting myself more. This all translates into the music as well. I’ve basically done a 360degree life change, quit everything insecure, stepped out of my comfort zone and I’m doing all the things I’d regret not doing when I’m old.  It’s all about developing. Developing as a person, developing skills and developing confidence. Always aim to get better.

You’ve taken a new direction with ‘Extraordinary’ by aiming for a danceable and less minimalistic track. What inspired this shift towards a more upbeat sound?

The inspiration for me always comes from how I feel that day and where my head is at when I sit down in the studio chair. The track came about when I was just experimenting with completely different sounds than I usually do. Harder synths and fuller beats. I also love playing live and I wanted a song you can go wild to! I love downtempo emotional stuff, but sometimes you just need to let go of some steam!

In “Extraordinary,” you touch on the theme of using one’s weaknesses as strengths. Could you share a personal experience that inspired this perspective?

I’m a person that picks up on everything around me. Call it emotionally intuitive, highly sensitive, empath or whatever. If someone is not genuine or just silently judging me I know it straight away. And if someone I meet is anxious I get anxious as well. It’s extremely tiring, but as I’ve gotten older I’ve also learned that being this way gives me the advantage of not having to waste time on people that don’t wish good things for me or pull me down. I meet a new person and two minutes into the conversation I know if this is a person worth building a relationship with or not.

Having self-produced your debut album and now this single, how has your approach to music production evolved over time?

I think that since my skills have developed I can create in a wider way. Whereas earlier I was limited on what I could actually do, I can now get what I hear in my head into the track. I’ve also learned that if a track isn’t working it is sometimes best to strip it all back and try something totally different, instead of nitpicking on elements that just aren’t there.

photo by Vegar Moe Nilsen

Could you share more about your songwriting process? Do you start with lyrics, melodies, or instrumentation when you begin crafting a new song?

When I started producing my own songs I based everything on the vocals and some chords on the piano and built the tracks around that. This often meant that the lyrics and melody were already done when I started the production. I still do that sometimes, but now I’m more into starting off with a beat and building a sketch of a track and then writing the lyrics and melody. I do write little lyric ideas constantly though. On the bus, at 2 am when I’m about to fall asleep… Sometimes I end up writing lyrics with no melody for a full song in 15 minutes. If it flows it flows.

Considering your background in popular music studies in Liverpool and your critical view on industry norms, how do you balance commercial success and artistic integrity in your music?

The industry norms are there for a reason – to appeal to a wide audience and actually make money. And that’s necessary. But these norms change with trends. When a new artist comes along with uniqueness and something completely different, after a while that becomes the norm. So I just try to stay true to my art and focus on trying to convey the emotion and intention behind the song. 

Are there any hidden meanings or personal stories in “Extraordinary” that you would like to reveal, which might have gone unnoticed?

Hidden meanings are there for the listener to interpret their own meanings to a song. 

Sixth sense consciousness. I say no more.

If  “Extraordinary” could be turned into a feature film, who would be the director and what would be the main plot?

Gary Ross [writer and director of Pleasantville, Seabiscuit, The Hunger Games, Ocean’s 8]. Six girls with sixth sense consciousness were chosen for a secret mission to single out top politicians internationally that do not tell the truth and don’t want the best for their citizens. 

What are your thoughts on the current landscape of popular music, especially in terms of originality? Do you feel that today’s music scene fosters genuine creativity, or is it overly influenced by market demands?

I feel it’s 50/50. Give it two more years with AI though and it will be a different story!

With “Extraordinary” making waves, do you have any big announcements on the horizon, perhaps a new album or another exciting project?

Big announcements are coming for sure! Keep your ears open and your eyes peeled!

*This interview was made possible by BTD Sounds PR