If you've seen the Marc by Marc Jacobs show video for NY fashion week (watch it now
if you haven't seen it, bottom right video link), you are likely wondering 'What is that song? I
must know! I can't get it out of my head! I'm dancing uncontrollably!''
That was my reaction after hearing the track Marc Jacobs used to open and close
his show, it suited the spirit of the collection perfectly (well,
maybe not the guys, they looked like eunuchs). After doing a few
fruitless Google searches for 'English female rapper' and variations
of, my light bulb went on (it's low watt). I recalled hearing '...and
I'll be rockin' em in that Goldilocks way' and 'Goldlilocks hoodie'
throughout the track and thought 'hmm....maybe that's a hint'. Bingo!
The song is called Neek Chic by Croydon, South London vocalist/producer Sarah 'GoldieLocks' Akwisombe.
the 23 year-old beatmaker wasn't aware her work had figured so
significantly in the show, until I contacted her and asked about it!
How did she react to the news? Read the interview for some insight into
this exciting new talent:
I won't pretend I know...what does 'Neek Chic' mean? And what is the song about?
It's loosely based on me and my mate making our own t shirts a few years
ago. Neek is like a Croydon word for a geek, and we didn’t care that we
were neeks, so we thought we were Neek Chic. The tees ended up having
‘Neek Chic’ on them. The chorus doesn’t actually make sense, I just
thought it sounded cool. I made it up behind the bar at Starbucks when
I used to work there. It was released back in May on the ‘Wasteman’
single as the B side.
Well I actually only found out cos you told me! It’s really
weird actually. Really cool but weird. Seeing them all walking straight
faced and taking such a stupid song so seriously. It’s funny, and I’m
very honoured! Hopefully I can go to the show next time ;) The girls in
my management office are working on blagging free clothes from Marc
Jacobs as we speak...
How do you feel about your track being used for such a major NY Fashion
week show? Hearing yourself while Marc Jacobs is taking his bow?!
I really like it actually! I need to watch it properly as I
was so excited earlier I just watched the bits with my song. But I like
it a lot.
What do you think of the collection?
Who or what do you like to wear right now? I sense of bit of a
fashion rebellion in your tracks. I think I heard a diss on Topshop in
Neek Chic? And then there's Mmm...Fashion "all you wanna do is talk about fashion, and I don't wanna hear it!"I usually wear big baggy cool T shirts with printed leggings,
or band T shirts. A lot of trainers, some heels on occasions but I
usually end up taking them off.. Anything with colour! Topshop here is good, they have good pieces and good value for money
but its just so ‘done’ here. You go out and everyone is wearing the
same clothes cos they all bought their outfit in Topshop. ‘Mmm Fashion’ was more a diss at the people in London who try so hard
to out do each other and look original that they all actually end up
looking the same, and how seriously some people take fashion.
Do you have any thoughts on Marc Jacobs using only female artists for his collection? Do you know any of the others?
Not really any thoughts, I guess it’s kinda cool! I didn’t recognise
any of the other songs apart from M.I.A whom I love. They all sounded
Listening to your voice in your tracks and how it works with the beats,
you make it seem so easy. When did you realise you're a natural for
rapping/singing and making beats?
Making beats I’ve been doing since forever, just in different
ways, I used to play the drums but I never had a band to play with. I’m
more of a producer than a writer but as time has gone on I’ve got
better at singing hooks and writing melodies.
Considering that your lyrics represent your views on the world
around you, your personal world, does it give you a kind of freedom to
be able to express yourself this way?
It does and doesn’t. It means you can say your opinion but you still
have to fit it into a 3 minute song that people can understand and doesn’t
go way over their heads. Also, people often get your opinions twisted
or think you are arrogant. One line can suddenly stop people listening
to your music from that point on.
It was about a guy who messed my sister about. She was kinda pissed off about it so I was trying to cheer her up.
Is Wasteman about someone you know, or a broader frustration?
Where are you looking to go with your music? Do you see yourself as
strictly an underground artist (referring to the electro and grime
influences) or do you have aspirations to reach as wide an audience as
possible and go stateside, or global? I’d like to be world known, but still on an indie vibe, if
that makes sense. Kinda like how M.I.A or Dizzee Rascal have done. I
would like to be well known as a producer, as that’s more important to
me than being an artist.
How is it that you're
not on your way already? You're obviously a huge talent, your voice has style, you can
write and produce and your tracks are immediately addictive. Never mind certain
aesthetic qualities that make you a marketer's dream. Seriously!!
Because some people find my voice annoying! I think also I
don’t fit into a box, which I like, but can be hard for people to make
their mind up on. I think I make music like Marmite, you either love it
or hate it. Most people are quite sheep-like when deciding if they like
music, it’s easier to say a song is ok and save face than saying you
love a tune and the person next to you hates it.
My new single is out NOW on itunes and as limited edition CD. Check out my merch shop at www.goldielocksmusic.bigcartel.com (Ed.note: you can buy the Wasteman / Neek Chic 7" vinyl here)
Aside from collaborations, you produce all of your own music?
I mostly make my own beats, occasionally make songs with other producers and produce / remix for other artists a lot. (Ed. note: She's made beats/written for Kate Nash, Example, Neon Hitch, Cerebral Vortex, Tinchey Stryer, Jeeday Jaws, Frisco,
Miss Odd Kidd, and Cock n Bull Kid, and done remixes for Mutya Buena,
Example, Eliza Doolittle, The Mitchell Brothers, Master Shorty, and Envy.)
Is there anything else you'd like to add?
GoldieLocks will be performing live tonight at the launch party for her
2nd single 'Kids / Drug Dee-La'. It's a free event and begins at 6 pm
at Puregroove Records at 6-7 West Smithfield, London, EC1A 9JX. RSVP
asap to sarah@ATCmanagement.com to be added to the guestlist.
And if you're finding yourself loving GoldieLocks' music, spread the word!