Interview by Brooke Gibbs.

Townsville-based euphoric pop singer Winifred, has released an ethereal, gritty, sultry alt-pop number in anticipation of her EP Carpet of Flowers due in May.

Futuremag Music caught up with Winfired to talk about the upcoming EP.

FMM: Congrats on the release of Blue Fire. What’s the reaction been like so far?

Winfired: Thank you! The response has been positive so far and I’m looking forward to sharing the rest of the EP soon.

FMM: Can you tell us about the inspiration behind this release?

Winifred: I’ve been spending a fair amount of time in the UK over the last year, immersing myself in the culture, especially the music. I’ve been writing lots of music over there. I think some subtle UK dnb beats snuck their way into Blue Fire. 

I wrote Blue Fire last year in Melbourne on a writing trip. I’m originally from Townsville, North Queensland, but I lived in Melbourne for nine years. Coming back to Melbourne and writing Blue Fire, reminded me of the detachment and high-speed bustle of living in a big city. I wrote Blue Fire from the point of view of being stationary while everything moved around me at double speed. I think Blue Fire has a blurry, long exposure feel to it. 

FMM: You’ve also released a music video to support the single, which you have described as a whirlwind one-night shoot. How many takes did this take?

WInfired: We shot the whole thing in around five hours so we were on a tight schedule! But, it was as a smooth process. It definitely helps when you work with a great team. 

FMM: You collaborated with Luis Campbell for the video. How did you know he was the perfect fit for how you envisioned the look?

Winfired: Everything Luis creates has a very distinct visual signature. I knew that Blue Fire’s mood and production feel would pair well with Luis’ work. We wanted to go for something with a bit of grime and chaos without losing beauty or overall quality. I was pleased with the end result. 

FMM: How does Blue Fire fit into the overall theme or concept of your upcoming EP, Carpet of Flowers?

Winifred: Blue Fire is in its own lane. Production-wise, it isn’t trying to compete. I would say Blue Fire’s twin on the EP is Fixed On You. They’re both in this textured, ethereal, dance world. 

FMM: What can fans expect from the rest of the tracks on Carpet of Flowers?

Winifred: I’m very excited to share the title track of the EP Carpet Of Flowers. It’s one of my favourite songs I’ve ever written.  The final track You Know How It Ends, is a bit of a tear jerker.

FMM: How do you approach songwriting? Is there a specific process or routine you follow?

Winifred: Winifred is a highly collaborative project. Most of my songs come out of studio sessions with the intention to collaborate and write. I’ve been fortunate enough to do writing trips to London and LA, too. Generally, I like to come prepared with some sense of direction, a concept, top-line idea, or strong reference. If I’m writing with a stranger, I like to spend the first hour at least getting to know the other person, even talking about things unrelated to music. It’s important to get comfortable especially when you’re doing something as vulnerable as writing music. It’s hard to establish a specific routine when the process forces you to continually surrender to the unknown. It can feel daunting and high pressure especially when you’re writing with someone you’ve never met before or you’re on the clock and feel that underlying pressure to execute and deliver something great in a short amount of time. But, sometimes I find the more out of my comfort zone I am the higher the chance of reward. 

 FMM: What do you hope listeners will remember most about Carpet of Flowers after hearing it?

Winifred: I write Winifred songs with the intention of connecting and resonating with listeners. I love it when people get my melodies or lyrics stuck in their head, to me that’s the biggest compliment.

FMM: You’ve had an interesting experience with both the local and global music industry. I’d love to hear your thoughts on where the music industry is at at this time and how you think it might progress over the next year or so?

Winifred: It’s an uncertain time to be an Australian artist or work in the industry at any level right now. The landscape is shifting by what feels like the hour. I think we are shifting gears culturally and generationally. Artists have to work harder than ever to protect their craft and not fall into the trap of creating so the algorithm might thrown them a bone once in a while. It’s never been more important to support music at the ground level. Go to your local gigs, buy merch, do what you can. It’s never been easier to release music, but it’s never been harder to form a fan base around your music. Smaller and emerging artists are facing unprecedented challenges as part of the blowback in these strange times. So stream their music, add them to your playlists, show online love, rock out with them at shows. 

In saying that, there’s also a new hope that comes with recourses and information being so readily accessible. Everyone these days has some form of a home studio and that’s exciting. The democratisation of who can now make music allows true, unblemished artistry to shine and make its way to the surface. 

FMM: In saying that, do you have any advice for any new upcoming artists trying to get their first foot in the music industry?

Winifred: I would say taking the road less travelled will eventually reward you. There are many paths to success and there are many definitions of success. There are alternate ways to monetise your music outside of streams and touring. 

My practical advice would be to create a sound and body of work you are proud of before rallying a team around your project. The more creative control and direction you determine in the beginning, the more likely it will be to stay that way. Taking criticism is important, but creating to earn the approval of others, especially someone you work with is nothing short of creatively debilitating. Do everything you can to avoid that. 

FMM: What’s next for you?

Winifred: Focusing on getting my next EP out and then I’m keen to get back into writing, I’ve been missing being in the studio a lot. I look forward to continuing writing and creating.