Inside seconds of opening her laptop, Natalie Lu was beneath assault.
Simply when the 20-year-old singer/guitarist, founding father of the San Francisco shoegaze outfit Wisp, cracked open Zoom for an interview about her ferocious rise in heavy rock, she was promptly mauled by two of her cats, who crowded onto the display screen and claimed the video name for themselves.
Lu apologized and frantically tried to scoop them off digicam. However her visitors had been apropos — it suits her music to have one thing gentle but vicious arriving out of nowhere to assert a number of consideration.
In only a 12 months and half, Wisp’s foggy, distortion-churning single “Your Face” blew up on TikTok (Wisp has 4 million likes and counting). It landed her a major-label take care of Interscope and a primary slot at this weekend’s nominally rap-centric Camp Flog Gnaw Pageant.
Lu appears to be Gen Z’s new ambassador for the opaque and brutal.
“One of my main concerns when ‘Your Face’ came out was wanting to make music that people could relate to,” Lu stated. “Shoegaze is great for how emotional the music can get. Writing things that actually come from the heart is a lot more important than trying to write a song for the sake of going viral.”
Lots of Lu’s reference factors — Deftones’ menace, Cocteau Twins’ class — date again to greater than twice her age. (Gen X guitarists nonetheless paying off their pedalboards will discover a lot to understand right here). Different influences, just like the tastemaking Bay Space band Whirr, drew from related wells a technology in the past — Lu’s droll Instagram deal with remains to be “whirrwhoreforlyfe.” The Gen Z shoegaze revival hit full stride final 12 months, when veteran artists like Panchiko, Duster and Slowdive discovered new audiences on social media.
But Lu — sporting copper-dyed hair and a Good day Kitty guitar able to insane noise — locked onto one thing distinctly younger in her music. Wisp’s rise is a product of generational tastes and know-how; like a number of Soundcloud rap, “Your Face” was first written atop an internet instrumental from indie producer grayskies. Her personal pointillist lyrics and made-for-moodboards underwater imagery captured her friends’ ambient loneliness. Wisp — alongside acts like trans artist Jane Remover or Singapore’s Yeule — refract decades-old templates by means of new lenses of expertise.
“A lot of the shoegaze bands I know, they’re very male dominated, and predominantly white as well,” Lu stated. “I feel like having people like Jane and Yeule representing minorities or a queer group, I think it’s very powerful, and it’s definitely a gateway into more people feeling comfortable making any alternative genre.”
Simply final fall, Lu was finding out laptop science at San Francisco State College, near her childhood neighborhood close to Ocean Seashore, posting to deep-cut shoegaze Reddit boards and determining her sound. “I grew up loving Greek mythology and mermaids, and I wanted Wisp to involve the otherworldly things that I loved growing up in San Francisco, where it was always super foggy near the beach,” Lu stated.
As soon as “Your Face” took off, she needed to scale up shortly. At first, she saved nameless and barely confirmed her face in movies or photographs. (Wisp has a wry merch shirt that simply reads “Mysterious 19-year-old Shoegaze Artist”). She hoped she might protect her non-public life as a scholar, however that veil couldn’t final. “I thought ‘I’m going to do music full time, but stay in college and get my degree,” Lu recalled. “But when I found out that I’d be touring so much, I was like, ‘I can’t do this anymore’.”
Lu is an plain presence in Wisp — removed from pop music, however alluring for a technology that loves dissociative vibes (“Your Face” has nearly 86 million Spotify streams). She trusted Interscope, which has had a fantastic run with younger, autonomous feminine artists like Billie Eilish and Olivia Rodrigo, to strike the right combination of steering and freedom to discover a difficult sound. “They really reassured me that I had creative control over Wisp, that I would make the calls,” Lu stated.
“Wisp’s music has always existed in this beautiful duality,” stated Max Motley, an A&R govt at Interscope. “Her subdued whisper tones almost sit at odds with the crushing production, and the juxtaposition between the two drew us in immediately. It’s something we felt we had never heard before, which excites us more than anything.”
The Flog Gnaw gig is emblematic of her broader ambitions, added Motley’s Interscope colleague Sean Lewow.“From the first time we sat down with Natalie, it was clear that she is an artist who strives to do something first of its kind,” Lewow stated. “We have no doubt that Natalie’s audience will continue to grow far past any boundaries that being a part of one genre in specific brings.”
April’s EP “Pandora” raised the stakes for her writing and burgeoning fame. New singles like “Enough For You” and “I Remember How Your Hands Felt On Mine” introduced refinement to her waves of achieve (and a few in-demand producers, Photographic Reminiscence and Elliott Kozel). Lu’s songwriting is extra impressionist than hook-driven, writing shortly to seize ephemeral emotions. “You once said you love white roses / So, I’ll grow flowers beneath my lungs,” she sings on “Pandora.”
Inside a 12 months, she went from a semi-anonymous bed room act to acting at huge fests like Lollapalooza and Outdoors Lands. She acknowledges there was a studying curve to dealing with crowds of that measurement so shortly.
“I’m a lot more comfortable moving on stage now,” she stated. “In the very beginning I was kind of whispery, like ‘Hey, you guys can move if you want’. Now I’m much more confident in myself and the way that I deliver anything.”
Because the levels bought greater, she determined she wanted to spend extra time in L.A. She was booked for a slot on the the now-canceled Desert Daze fest, which might have been a super residence for her gauzy sound. As a substitute, at Camp Flog Gnaw, she’ll carry out on a invoice with Tyler, the Creator and Playboi Carti, which will probably be her greatest native date but.
She’s by no means been to Flog Gnaw as a fan, however ”I really feel like a number of festivals are having extra different artists,” she stated. “I think it’s super cool for rap and pop audiences.”
To this point, she’s discovered the L.A. scene rather more freewheeling and open to collaborating and hanging out — together with her outdated heroes in Whirr. “I never thought that I would get the chance to meet them here. I was so starstruck,” she recalled.
Did she fess as much as her IG deal with?
“Oh, they love it,” Lu laughed. “The first time I met them, they were like, ‘I’m surprised your label hasn’t made you change that.’ I told them, even if I get in trouble, I don’t think I’ll ever change it.”