Q&A: Embarking on the 'Ego Ride', Asha Jefferies Unveils Debut Album and the Anthemic "Brand New Bitch"
Photo by Cody Wood
ASHA JEFFERIES, THE INDIE-POP LUMINARY HAILING FROM BRISBANE - is ready to enter a new era with the release of her upcoming album, Ego Ride. The revelation of this musical odyssey is accompanied by her new anthem "Brand New Bitch," an exploration of emotional duality and the powerful surge of becoming a new version of oneself.
At the tender age of 21, Asha commenced the creation of Ego Ride, and as she approaches 25, the album stands as a testament to the parallel evolution of her life and artistry. It's a narrative that unfolds like watching a cherished storybook character mature and venture into the world, resonating with an authenticity that only time and experience can carve.
"Brand New Bitch," a standout track from the album, emerges as a catalyst for Jefferies' journey into self-empowerment, capturing the adrenaline and live energy of a transformative moment. The song propels with a dynamic force, weaving through the complexities of impatience and the exhilarating fear of stepping into a new version of oneself.
As Asha Jefferies breaks free from the cocoon of her earlier EP, The Pinnacle, the evolution in her songwriting is palpable. The album promises a more profound and natural approach, both lyrically and in arrangement. Drawing inspiration from a diverse range of influences, including the melodic finesse of early Coldplay, the soulful resonance of Carole King, and the atmospheric allure of Sigur Ros and Radiohead, Ego Ride is a symphony of musical influences converging into a singular, authentic voice.
Read below to learn more about the evolution of her sound, the influences shaping Ego Ride, and everything “Brand New Bitch”.
LUNA: Congratulations on the announcement of your debut album, Ego Ride! How does it feel to share this project with the world, especially considering its deeply personal nature?
JEFFERIES: Thank you! It feels really surreal and exciting. I was 21 when I started making Ego Ride and I’m turning 25 in a few months. The process of creating the album has gone side-by-side with my life for so long! It’s almost like watching a kid grow up and see it go off to college or something. You’re on ya own, kid.
LUNA: "Brand New Bitch" carries a powerful message of self-discovery and empowerment. Can you share more about the creative process behind this track?
JEFFERIES: For sure! I wrote Brand New Bitch about this emotional duality of feeling impatient AND scared as hell to become a new version of yourself. It’s kind of like when you’re driving on the road and another car pulls out in front of you at like 30 km's an hour. And you’re just sitting there like COME ON. But at the same time, you’re also terrified of actually arriving at your destination/fate. We had so much fun capturing the adrenaline and live energy of the song on the recording, it’s very different to anything I’ve ever made.
LUNA: Ego Ride is described as a story of growth and opening, capturing a range of emotions. Could you delve into the overarching concept of the album and how it reflects your experiences and identity revelations?
JEFFERIES: I’ve been thinking a lot about what Ego Ride means and I’ve come to a conclusion that it’s a term to describe the human experience. The album shares a story of love, loss, grief, surrender, self-discovery, joy, community and my relationship with my ego. It speaks to a time of growth in my life and I think this quote by Rumi captures it well -
“You have to keep breaking your heart until it opens”
LUNA: You've mentioned the collaborative nature of the album's creation, recorded live with your band and produced by Sam Cromack. How did this collaborative process influence the overall sound and feel of the album?
JEFFERIES: Since day one, recording music with Sam has felt so magical and fun. His whole thing is like, “you’ve got the song, let’s play it live in the room together and press record’. There’s something so innocent and natural to making music like this and I think you can hear it on the album. My band are total weapons and are made up of my close friends - George, Kaleah and Jo. I think you can hear the amount of fun, joy and celebration on the album as well as the raw honesty in it too.
LUNA: Your 2021 debut EP, The Pinnacle, was well-received. How has your approach to songwriting and your sound evolved in Ego Ride, and what can fans expect in terms of musical progression?
JEFFERIES: Songwriting has always been a source of self expression and catharsis for me, but I think I leaned way deeper into songwriting as a way of processing on the album. I think there’s definitely a more honest and natural approach, both lyrically and arrangement wise. There are also songs across the album that depict a lot of joy, independence and celebration which I think represents an evolution of myself and my writing too.
LUNA: Your music draws comparisons to a diverse range of artists. Can you talk about the musical influences and inspirations that played a significant role in shaping this album?
JEFFERIES: Lots of different musical influences played an integral part in creating Ego Ride. I’m fundamentally such a diehard early Coldplay fan and I think that really comes through melodically on some songs. When writing the album, I was consumed by piano driven music and listened to a lot of Carole King and Leif Vollebekk too. In the studio, we would often play and reference Sigur Ros, Radiohead, Big Thief.
LUNA: The music video for "Brand New Bitch" seems to have its own intriguing story. Could you share some insights into the creative process and the narrative you wanted to convey visually?
JEFFERIES: It was so fun and challenging making this video with my friend Cody Wood. We shot it in various places around Meanjin and sort of knew what we were doing and also had no idea at the same time (which I think speaks to the feeling of becoming a brand new bitch). The song is about the frustration of wanting to let go and become a new version of yourself. We wanted to loosely convey the push and pull of that through our friend Brendan Shoenmaker acting as a really annoying companion in the video, pulling me along and holding me back.
LUNA: Having played at various festivals and won awards, how do you approach translating the intimacy of your songs to a live setting? Any memorable moments from your live performances you'd like to share?
JEFFERIES: That’s a really good question! I think I try my best to show up as authentically as possible when I’m playing live. It’s always so overwhelming and special hearing people sing the words back when we play, moments like that have definitely been my favourite!
LUNA: With the album release and more live news to come, what are you most excited about in the coming months?
JEFFERIES: I’m of course, so excited to finally share the album and echo the songs out on stage. And after thankfully finding my passport recently (lost under my bed), I’m also really excited to travel a lot this year.
