ALUS - The DOPE MAG Interview - Pure DOPE Magazine

ALUS is the urban pop artist with the elegant aura and contemporary punk-Hop sound the labels are buzzing about. The 20-year-old Jersey girl channels 50’s era divas such as Brigitte Bardot and Audrey Hepburn when conceptualizing her sound, fashion, and music videos. This because, for Alus, all of these art-driven mediums coordinate into one unifying statement she’s making with her songs. Her music captures a moment, photographs a sound. Her debut EP, Alustrious, presents an artsy edginess we haven’t seen served on one palate, at least not in a while. The rock-opera “Relapse” cleverly uses darkness to shed light on a tortuously on-again-off-again relationship, while “Forever” and “What We Do” are sonically diverse. But it is perhaps Alus’ strong cover of Coldplay’s “Atlas” - and the preceding track “Chasing Miracles” - where the range and depth of the artist’s vision and voice are most viscerally felt, seen and heard. Alus spoke with editor Tone Swep during her DOPE Magazine photo shoot in New York.

Written by Tone Swep

MUA & Creative Direction by: Eve Chen of Melange NYC

Art Direction by: Cardae Green

Images by: Corey Daniels

Hair by: Jenever Forbes

Styled by: Rock CDG

Location: Melange NYC in New York, NY. April 22, 2014

Read the Full Length Interview

(ToneSwep: TS) Is Alus your given name? Or an acronym for something?

(ALUS) It is not my government name, but… it feels like it. It started as a nickname when I was younger, especially during my high school years. Of course, when my mom is yelling at me she doesn’t use it (Laughs!). It’s a combination of my first and last names.

(TS) You’re high energy. Good energy. Nice vibes. Where does that derive from?

(ALUS) I just love what I do. I’ve wanted to be an entertainer since I was a little girl. I always knew what I was going to end up doing. And I’m so excited and passionate about each and every aspect of creating, from image concepts, to videos, to the music and even down to the mixing. I love writing and recording. It’s all a great process that I truly enjoy. Life excites me.

(TS) The “Alustrious” EP is quite an introduction. I specifically enjoyed the Coldplay cover. What statement were you and your team making with the project? This is a very strong introduction from you.

(ALUS) It was originally supposed to be a compilation of music for the fans on Twitter. Then we decided to offer an entire project, an EP, to give listeners a range of music from me. All of the songs were written from a personal perspective of stupid boys and nice gentlemen. And coming from such a personal place, I wanted it to look like my love life. Like a movie. And, too, I wanted women to unite around the anthems found in the music. The ideas of self-preservation, or girl power, or whatever they draw from it that encourages them to keep going.

(TS) What’s urban pop? That you?

(ALUS) (Laughs!) Oh-my-God, that’s so funny. Like: “Hi, I’m urban pop. Nice to meet you.” (Laughs!). It stems from a lot of the influences I embrace. Mariah Carey, Whitney Houston, Janet Jackson, Aaliyah. This is where I feel at home most. Taking the nostalgic aspects and adding my spin for my look and music. It takes me to a comfortable place. Urban and pop. R&B. Dark fantasy and bright world. Fire and ice. Relapse is a good example, I feel.

(TS) What do you desire from the industry? What do you feel the industry, in turn, is desirous of you?

(ALUS) I just kind of feel blessed to have a voice and to be in a position to share my opinion through my music. I am very big on women’s empowerment. We have to unite against all these dudes out here trying to bring us down (Laughs!). We have to stand together. As far as the industry, I play piano and guitar too, and I feel the industry wants another true musician. A singer. A fashionable presence who puts her all into every song, video, performance, appearance, and photo shoot. Everything. Someone who gives their all. Someone like myself who puts everything they have to give into their art and career.

(TS) Fire-red hair. Mad mascara. Your sense of style is pretty audacious. We like that.

(ALUS) I’m very inspired by different classical eras in fashion. Brigitte Bardot, Marilyn Monroe, Audrey Hepburn, Billie Holiday. Heavily inspired by the 50’s era films. I love character acting and portraying that element into my music. I felt like a monster in a way in “Relapse”. It was such a toxic love situation. Kept going back to the wrong guy. So I’m like, how can I depict that visually too. With skulls and fashion and imagery.

(TS) You are with Water Publishing, but so many major labels are trying to swoop you up. Trying to put a ring and contract on that finger. What will a record label have to bring to the table for you and your team at Water Pub to sign on?

(ALUS) One of the most important things is promotion and marketing. Otherwise it’s just a great product with no attention to it. You can make the best music, videos, and shoots ever, but that real marketing and promotion is needed to go next level. Especially with R&B or Pop music, with singing. The label would also help me work with different producers. Different video directors, the creative side. Collaborating with other artists and so on.

(TS) We know you’re a sexy Jersey girl. And I know you get a ton of questions about your unique ethnic background often.

(ALUS) Yes, I do. And thank you for asking so I can clarify (Laughs!). I am Puerto Rican, Russian, and Austrian.

(TS) Oh, sh!t. Is there an embattlement there? An internal conflict? Do all of you get along at all times?

(ALUS) (Laughs!) Hilarious! I know right? Well, since I’m sort of crazy anyway (Laughs!). So I’m sure there is some sort of battle going on. Maybe that is what happened in the “Relapse” video. I was at war with myself! My mom is the Puerto Rican so she is the feisty fighter. So that side of me I definitely get from her.

(TS) You are from Jersey. What does that mean socio-culturally?

(ALUS) Wow, yes. I’m a Jersey girl. It means going down to the Jersey Shore. To Long Beach Island. It means having memories of being at the shore house playing in the sand. Just being a kid. Musically, there is a lot of talent that comes from Jersey. A lot of people reppin’ New York are actually from Jersey. I was raised in the suburbs and you wouldn’t expect me to have so many soulful and urban influences but Jersey is just that cool mix of hoods and hills, of various types of music and people.

(TS) Does having a plan B compromise your plan A? Does your family want you to have a backup plan?

(ALUS) Well there are a lot of people, including my parents, who feel like I should have a plan B. I was accepted to Berkeley College in Boston, but I don’t have a plan B. I have a lot of faith in my plan A. In my talent and in my work ethic and desire to make it.

(TS) What’s next?

(ALUS) I’m always working hard. You can expect a lot. A ton of music. Meet and greets, appearances. And I will be releasing a new song within the next couple months. An actual single that will be on sale.

(TS) Ooooh, I know the video is going to be crazy. How I get in the video?

(ALUS) (Laughs!) What would you… who would you be in the video?

(TS) See, that’s the thing because… didn’t someone die in “Relapse”? See, nah. Maybe I can be an extra, like off to the side. So I have room to run away if you “Relapse”.

(ALUS) (Laughs!) You are crazy! Nothing will happen to you in the video I promise.

(TS) To quote you: What is the point of being alive if you don’t at least try to do something remarkable?

(ALUS) I agree with that. There is no point. We all have a purpose in life. All of us. Each and every one of us. We were all put on this earth by God to pursue what we are most passionate about. So if you don’t, you are cheating yourself.