BRIT-winning songwriter Griff has experienced significant success in recent years. In 2021, she received the prestigious Rising Star Award at the BRITs and subsequently released her debut mixtape, ‘One Foot In Front Of The Other’, which featured her hit single ‘Black Hole’.
The UK artist later toured alongside major acts such as Dua Lipa, Ed Sheeran, and Coldplay, all prior to her debut album release. The escalating attention can sometimes overwhelm artists, and the surrounding hype may overshadow their creative focus. Nevertheless, Griff has remained dedicated to her songwriting, prioritizing her passion.
Griff brings a unique blend of emotionally resonant songwriting and a strong pop sensibility that inspires listeners to dance. It is no surprise that her debut album, ‘Vertigo’, released in July of last year, received both critical and commercial praise.
Following ‘Vertigo’, Griff commenced her own solo world tour and supported pop superstars Sabrina Carpenter and Taylor Swift. Recently, she released a ‘tour edition’ of her album, featuring the new song ‘Last Night’s Mascara’, which is accompanied by a bold and powerful music video.
Moreover, she has endorsed Casio and their pianos, which she showcased during her live performance at London’s Alexandra Palace. Clash had the opportunity to speak with Griff in Hammersmith, where she was participating in promotional photos for the brand, discussing topics such as touring, the pressures of seeking virality, her hands-on approach to her craft, and her new partnership with Casio.
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You recently released the music video for ‘Last Night’s Mascara’, which is part of the tour edition of your album ‘Vertigo’. Why did you choose not to include the song in the standard version of the album?
Honestly, I have a wealth of songs, with around 50 to 100 demos that will never see the light of day from that first album. During the Short ‘N’ Sweet tour, I wanted to try something different, so I included ‘Last Night’s Mascara’. It was initially meant to add some variety to the set for my band and me, but people responded positively, leading to its release. It was somewhat of an accident.
The response has been fantastic so far. The music video is quite creative; what was your vision for it, and what did you hope to convey?
I really enjoy the aesthetic of almost completely destroying a perfect room to represent the idea of trying to move on from someone. I thought it was a straightforward yet striking image, which is why we chose that approach. I also love performance-based videos, as they allow for emotion to shine without relying on a complicated narrative.
The song is currently doing very well on social media, particularly on TikTok. Last year, your rendition of ‘Apples’ by Charli XCX also went viral. Do you ever feel pressured to create a song that might go viral?
Definitely. There’s a lot of industry pressure to achieve that right now. The music industry is in a strange place, constantly pursuing virality, often at the expense of genuine artist development. I believe many artists feel that pressure, but it’s essential for us to stay focused on our passion for music and not be swayed by outside influences.
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Is this the final significant release from the ‘Vertigo’ era? The lyrics touch on moving on from a past relationship and starting anew, which seems fitting for transitioning into a new phase.
I wish I had that level of foresight. To me, it stands alone; it doesn’t belong to the old or the new era. It was just an unplanned occurrence that turned out well, so I don’t see it as tied to any specific project.
You’ve been on tour extensively for this album. Have you been writing and recording new music while traveling?
I find it quite challenging to write or record on tour. There are too many other considerations, and the skills needed for touring differ entirely. I don’t feel particularly inspired to create new music while on the road.
Touring can become quite routine. If you were encouraged to write and record new music, how do you maintain inspiration within that consistency?
Touring can be tough. Many young artists are often taken aback by the culture shock of being on tour, and the costs of touring have skyrocketed recently. Sometimes, you have to step back and wonder, ‘What am I even doing?’ It can feel like you’re losing a lot of money.
In terms of inspiration, it’s wonderful to wake up in different cities. Simple pleasures, such as finding a local coffee shop or being a tourist, help maintain sanity. Overall, I don’t pressure myself to write while touring; there are plenty of other things demanding my attention.
When you impose pressure upon yourself, it can result in forced and inauthentic creations.
I agree; there’s so much to navigate on tour. You must be mentally sharp, engaging with people constantly and presenting your best self during
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BRIT-winning songwriter Griff has continued to excel in recent years. In 2021, she received the prestigious Rising Star Award at the BRITs, and then