Interview: British Indian rock artist Pryti releases new album ‘Searching for Now, Lost in Again’
Words and Interview by Naz Toorabally
Out today is the new album from British Indian rock musician Pryti, released via her own record label Welcome to Pariahville. ‘Searching for Now, Lost in Again’ is a 10-track album blending metal, alternative pop, indie and electronica, and is bursting with emotive melodies and lyricism. The 36-year-old Brummie solo artist continues to tug on heartstrings and captivate listeners with her dreamy vocals and musicality.
I caught up with Pryti over Zoom ahead of the album release to find out more about the album and her journey as a musician. We talked about everything from an industry professional telling her that “Indians don’t sell” and the road to a more inclusive music industry to the unwavering support of her family and her experience of being an independent artist. Scroll down to read the full interview.
I’ve always written my music for people who don't fit in
Hi Pryti! How are you and how are you feeling about the release of your upcoming album?
I'm good, thank you! I hope you are too. I'm really excited about it. It's been a long time in the making and I'm excited for people to hear it. If you've been with me since the beginning, then this album is very different to the last one - and that's what I wanted it to be. Lots of different genres, all amalgamations of all things I love about music.
Can you tell us a little bit about the inspiration behind your album ‘Searching for Now, Lost in Again’?
It's pretty much about when you’re kind of stuck in the past. Maybe it's good times or you're going through bad times and you're kind of stuck there. So, it's about coming out from that and into something new. And I’ve always been a dreamer, like ever since I was little, I can get lost in my own dream world, so it's got an element of that - as you see in the artwork, it's like a dream world. My music's very imaginative and I love exploring different things in my music.
I’ve always written my music for people who don't fit in, who are last, who are going through shit. That's who I've always written for, but it's for everybody. I'm never like, “Oh, you can't listen to my music,” there's no gate keeping here. It's for anyone who loves it.
What was your process behind writing this album?
I spent the past few years writing it. The first song I wrote was ‘Warning Sign’, and I was really wanting to do something completely different from my last album, and I wanted it to be up there with my favourites.
And I was really pushing myself vocally and songwriting-wise, like I write all my songs myself. Then I bought my keyboard and that was kind of a game changer for me because then you hear all the synth and piano stuff come out.
I recorded it with my producer, Justin Hill, and he's been working with me since the beginning. I wrote all the songs, sang, played guitars, bass, keyboard, synths - I love working with him, so it's just a really good time in the studio with him.
the hardcore metal fans probably won't like this one, but I'm cool with that
Who or what are some of your influences in general and specifically for this album? I saw that you’re inspired by Linkin Park who are one of my favourite bands, too.
Linkin Park got me into metal when I was 15 - their first album is what got me into metal. I was very much a pop girl before then - like Mariah, Britney, all those. And then I didn't fit in at school, but when Linkin Park came, it was like, “Oh, it's something different,” and then I found friends through that. I think that was kind of like a game changer for me then. I've loved metal ever since and loved rock. But I'm also a huge fan of nineties dance music, so you hear that in ‘Battlefield’ – it’s kind of my ode to nineties dance.
I just love lots of different genres. One of my favourite albums ever is George Michael’s ‘Older’. I'm a humongous John Mayer fan and Paris was definitely an influence for this album. Halsey was definitely an influence, Bring Me The Horizon, Sarah McLaughlin influenced my singing and Alicia Keys. I also love Architects.
There's something in there for everyone - the hardcore metal fans probably won't like this one, but I'm cool with that.
someone in the music industry told me I'll never get signed to a major label because “Indians don't sell”
Can you tell us a little more about your label Welcome to Pariahville Records? What made you choose to set up and release your music via your own label?
I think for me, personally, it's because I've always loved the business side, so it made sense for me to do it. But also, you can't wait for other people to make it happen for you.
You can't wait for that manager to come along or that label that wants to sign you. When I was at university studying music business, that was when independent music started to come through more. You had Myspace and social media came which really changed things.
When I was a teen, I had a meeting with someone in the music industry and they were like, “Oh, you'll never get signed to a major label because Indians don't sell.” I was 17 I think at that time, so ever since then I've been really independent minded ‘cause you kind of have to be. That was nearly 20 years ago - completely different landscape to what it is now, and you're seeing so many more bands and artists of colour coming through now, which even 10 years ago you didn't have. I think that is also because of the independent, the landscape of social media, you have TikTok - there is a way now to get through where there wasn't before.
I didn't think at times it [being a musician] would happen, but then my gut started to be like, “No, no, no. Try it, try it,” and my dad was like, “Yeah, why don't you? You can do this.”
It doesn't surprise me that you had an experience like that. I'm sorry to hear that, but glad that it's not deterred you from pursuing music, writing music and doing what you do. We’re definitely seeing more artists of colour in the alternative scene being supported by the industry, although there’s still a long way to go, and social media is playing a big role in helping artists to break through.
Definitely, the more of us that come in, we keep that door open, then it will change. Otherwise, it won't because we're kind of always waiting. There's a lot of stuff with social media to kind of tear us [musicians of colour] down, divide us and everything. But I do think that's one of the things we do have in common and it's like a negative thing we have to get over.
I was excited to see that your music has been featured by the likes of Kerrang!, Rock Sound and New Noise. And you were even named as a global artist to watch by Rolling Stone India. How has it felt to have your work recognised by these big music outlets?
It's a really cool thing when these big magazines that have been around for so many years are like, “Oh yeah, yeah, this is cool.” That's so awesome! A lot of hard work that goes behind [making music]. I have been lucky that I've had people be really supportive of me. Especially since Black Lives Matter and all these conversations opening up, I think it’s changing. And people in the music industry, in the business side, whether it's print or radio, I think they are seeing that and starting to become more inclusive.
Going back a bit, can you tell us a little more about how you got into music? Have your family been supportive of your journey? It sounds like your parents have been really encouraging!
Oh, very. I probably wouldn't have continued without my family ‘cause it's been very hard at times to get through [in the music industry]. Sometimes it's how it is, you know, luck isn't always on your side and things like that, so it's very hard and it can be very defeating at times. I've been singing pretty much since I could talk. That was always my dream – to do this.
Even after that conversation where I was told Indians don't sell and the label saying they tried an Asian group and it didn't work. Nobody white would ever have that conversation. “Oh, this woman with brown hair didn't do well, so we are not signing anyone with brown hair anymore,” that that would never be a conversation. And my dad was with me, and I remember telling him, and we just accepted it because that's what you do, isn't it? But then I told [my dad], “Oh, I'll do it myself.”
I’ve been playing piano since I was little and in my teens I played guitar - I had really good teachers. I wasn't interested in being in a band - I was always wanted to be a solo artist, and my dad was like, “Yeah, you can do it. You can play guitar, you can write metal music.”
My parents have always been really supportive - my sister as well. I was just played on BBC Introducing Rock and Radio One at like 1:00 to 2:00 AM in the morning and they woke up to listen.
It’s lovely to hear you have that kind of support. It definitely makes a huge difference. What's next and will you be touring the album?
[My band and I] are getting the live side together - there's a few bits that we have to do first, so I'm hoping that next year I can start playing gigs. I have no booking agent, so if anyone reading is a booking agent and wants to work with me, let me know!
Is there a final message you’d like to leave readers with?
I hope they really enjoy the album and that they can get lost in it with their other favourite artists - that would be like really cool. It’s nice to see more South Asians being seen in the alternative sphere of things, and I hope that keeps coming through and it keeps building. And if you're really talented and you have a dream and you've got the guts to do it, then do it - try and keep going.
‘Searching for Now, Lost in Again’ by Pryti is available on all streaming platforms. Support her on Bandcamp and follow her on social media.
Naz Toorabally is a queer, British Indo-Mauritian musician, model and zine maker based in north London. She fronts post-punk band Dogviolet and is the founder of WEIRDO which she created to confront the lack of alternative South Asian representation across the mainstream, alternative and South Asian spheres. When she’s not making music or zines, Naz is hanging out with her cat.