At the young age of 19, Peterborough, ON’s Jayde has already captured the attention of both executives and artists within the music industry. Artists like Bishop Briggs and Jessie Reyez gave their stamp of approval after hearing their respective songs in her Instagram cover series. Not to mention, Jayde has previously landed on official Spotify playlists like New Music Friday and she currently sits high up in Indie Pop Chillout — a playlist followed by over 150,000 people.
As if it couldn’t get any better, the indie pop artist is gearing up for her episode on CTV’s The Launch to air this week. Artists selected for The Launch perform in front of a panel of music industry veterans for their chance record their own version of an original song produced by a world renowned songwriter/producer.
In anticipation of Jayde’s exciting future on both The Launch and beyond, we had the opportunity to chat with the incredibly humble and articulate artist about her early life and future aspirations. Read the full interview below and be sure to catch her on this week’s episode of The Launch on Wed February 20 at 8pm (EST).
The Press Release: First off, tell me what the past six months have looked like for you!
Jayde: [Starting in Summer 2018], I went on a couple writing trips, working on original new music with the producers that I work with in Montreal. We came up with a lot of cool stuff. That’s actually where we came up with “Ultraviolence” which came out in November. I’ve just been prepping for filming which happened in October. That was a week of not sleeping, not eating, and just working the whole time. I actually took a bit of a break. I’ve just been writing at home and relaxing for the last month or so before The Launch got announced because I knew that was going to be crazy. And now, I’m just focusing on promoting the show!
“Please tell me this isn’t a joke!”
When did you find out about the launch?
They actually called me when I was on a writing trip. I’ve known about it since July. We couldn’t tell anyone about it so it was something that was in the works up until October. Then it got really hard to keep it a secret until it was announced!
Do you remember getting the phone call that you were going to be on the show?
When they called me and told me that I was going to be on the show, I said, “Wait a second…You’re kidding! No way.” Overall, I was like, “please tell me this isn’t a joke!”
Have you felt yourself grow throughout the process of joining The Launch?
The experience of actually filming and working with all the people, I learned a lot about the industry. Everyone was super nice so it was refreshing in that sense. I learned a lot about how fast everything works and how fast you have to work with recording. It was a growth in professionalism on my part.
You’re an independent artist, right? Has that pace of work changed since joining The Launch?
I’m still independent as of now — you never know what’s going to happen after my episode airs or whatever! [laughs]. I’m just trying to be hopeful. But, it hasn’t really changed. When I released “Ultraviolence”, we had just finished filming. I was just thinking back to what worked with the first three songs and what didn’t work. It didn’t really change that process at all mainly because that process wasn’t a part of The Launch so much. We weren’t talking strategy for releases because the show is more about creating music and the artistry — not really about the business aspect. That stuff doesn’t come into play until after the episodes are out.
Going back to the previously singles you’ve released, either under Jayde or another name, which was the first song you released? Do you remember what it felt like when it went live?
[laughs] The first song I ever released was actually under a different name and it was a song called “Maybe” — and it’s not out anymore. But, I remember I released it on my mom’s birthday because I thought it was a nice birthday present (sort of!) I got it released on her birthday and actually didn’t come out until later in the evening and I was super stressed out about it. I was out for dinner with my family and we were waiting for it to come out. My friend texted me and said, “I’ve never bought a song so fast in my whole life”, and I was like, “Wait, it’s out?!” because I had been refreshing iTunes all day waiting for it to come out and it never did. Then she texted me because I was not aware! That was pretty crazy. But it was really exciting because a lot of my family members were down for my mom’s birthday. It was nice to share that moment.
Things have changed obviously since then, can you tell me about your upcoming releases?
A song [comes] out with the episode that I [am] on but whether or not that’s my song or not you’ll have to wait and see! It might be a while but I do have a lot of [my own] new music that I’ve recorded and worked on. There is definitely new music coming within the year.
What sort of vibes can listeners expect from those songs?
I would say it’s a little bit more pop which is ideally what I want to go for. It’s a lot of depressing stuff — I went through a breakup so you’ll hear a lot of that in it. I haven’t come out with a happy song yet so we wouldn’t know what sounds like anyways.
“I don’t like talking to people about how I’m feeling so if someone makes me mad, I don’t know how to deal with it. I guess I started writing songs about it instead.”
In your video intro for The Launch, you talked about how your sound falls in the middle between “mainstream” and “weird”. Musically, how did you land in that space?
It kind of happened by discovering who I was as a person first versus an artist. When I did my first project under another name, it was very mainstream and I came to realize I didn’t like that as much as maybe alternative music. I found myself listening to a lot of that kind of stuff versus mainstream. I was like, “I’m not a mainstream person, I don’t like to hangout with the popular kids. I don’t like to listen to a lot of mainstream music so why am I trying to make it?”
Why did you start writing or releasing music?
I started making music because I suck at talking. I don’t like confrontation. I don’t like talking to people about how I’m feeling so if someone makes me mad, I don’t know how to deal with it. I guess I started writing songs about it instead. So, what I’ve done is found a way to play them the song that I’ve written without telling them that it’s about them. That’s my way of getting my point across. It’s a way to talk about feelings without actually talking about it. It sounds so much prettier than my speaking voice [laughs].
You’ve talked about what music has done for you. What do you hope your music will do for other people?
That’s a really hard question. I hope that people can listen to it and see themselves in it. Because that’s what I love about music. If I’m going through something at that time and I find this song that pretty much explains exactly what’s going on then I feel so connected to that artist. It’s hard for me to say because I listen to things that [most] people don’t listen to in music. I’ll be listening to a song and be like “Oh my gosh that combination between the melody and the chord progression is so cool!” Everyone else I would say that to would be like, “What are you talking about?” [laughs] It’s hard for me to say but I hope that people feel what I feel, I guess. This is going to sound so cheesy but they’ll know they’re not the only person feeling like that.
“I find those places where there’s so much diversity in culture and music that it’s more inspiring that way.”
Where or when do you feel most creative?
Lately, I’ve felt the most creative when I’m not in my city. When I go other places I feel more productive.
Growing up in Peterborough, did you find that was a creative city or did you find yourself seeking out other places to write?
Peterborough is very musical but it’s very folk. There’s not a lot of variation in the music scene here. There’s a lot of the same stuff so I found myself trapped in that. I just graduated from high school two years ago so I’ve been doing my own thing which ended up taking me on a lot of writing trips like in Toronto. I find those places where there’s so much diversity in culture and music that it’s more inspiring that way.
What are you hoping to do within the next five years? I know that sounds very corporate, but musically!
“Where do you see yourself in this company in five years?” [laughs] Within the next five years, I hope that I at least have an opening tour under my belt and that I have two EPs already out. Within the fourth or fifth year, to have a full album out. I also hope that I can hit 5 million monthly listeners on Spotify. That’s a really specific goal [laughs].
“I think doing music and having people want to help me — surrounded by humble people — really helped me get to a point where I [knew] I needed to stay on the same level as everyone else.”
With growing popularity, what will it mean to you to be grounded or humble?
Well, I’ve come across a lot of people that are not humble. I’ve found myself, especially through high-school, when I was in grade nine, I tried to hangout with the popular kids. I think I started to realize that definitely was not the life I wanted to live. It kind of brought me down a bit. I think doing music and having people want to help me — surrounded by humble people — really helped me get to a point where I [knew] I needed to stay on the same level as everyone else. At the end of the day, I’m not doing anything crazy!
Which artists are pushing boundaries? Who are you listening to and what are they doing that’s innovative?
I’m listening to a lot of Billie Eilish — I mean, everyone is! But, I feel like her and her brother have this style [that’s] so similar to what we’ve heard but so different at the same time. [Also], a lot of Maggie Rogers because her album just came out! It’s crazy; it’s such a good album. I’ve been listening to a lot of weird, alternative pop music.
[pauses] I’ve been listening to a lot of James Blake — I don’t know if you’ve heard his new album. 10/10 would recommend listening to that because it’s really different. It’s like hip-hop but also singer-songwriter. It’s really cool. It’s experimental and I think it’s really different.
Including or excluding those artists, who would you love to write with?
Lorde. 100%. Her writing is insane and every time I listen to anything that she’s done I’m in awe! I saw her live the last time she was in Toronto and it literally blew my mind.
With an exciting start to the year, what else can fans expect from you in 2019?
Hopefully new music, shows. I don’t get to perform a lot because I don’t live in Toronto. It’s really hard to get that kind of a thing going. But hopefully I will be able to tour with a smaller artist!
Keep up with Jayde below:
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