[/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Shura is an artist who won’t be pigeon-holed. She wants to do something different on every record because artists like Madonna, who evolve from one record to the next, are her kind of artists. “For me, I wanted make a pop record that sounded incredibly personal but still had universal ideas and emotions and can speak for everyone. That was the challenge - stuff that’s very specific to me and could only have been written by me, but somebody who’s in the middle of Mexico or the Philippines or America can relate to as well.”
Shura: “I wanted to make a pop record”
As Shura's debut album drops, a proper pop star is born.
Published: 10:04 am, July 08, 2016
[vc_row][vc_column][vc_column_text]It’s the internet age. Everything is available at the click of a button, or tap of a screen, and everything is instant. So what happens when you post a YouTube video and, frankly, the response is mad? People expect more.
The year is 2014. Shura has posted ‘Touch’, a song and video so well crafted that the natural expectation was that it was the first snippet of a bigger picture. At the very least, it was so enjoyable that people at least hoped there was more ready to be unveiled. But there wasn’t an album, there wasn’t more than a few bits and bobs that Shura had been working on. But now there was a real want.
“People thought that because it was so fully formed and perfect in its own rough way, they were expecting an album announcement to be around the corner,” explains Shura, “or that I already had recorded it, or had a record deal. It wasn’t these things, it was just a demo that I had put out and I wasn’t prepared for the expectation or the attention that it got. All I had was a couple of other songs that I was happy with but even they weren’t finished - they were still in the middle of being produced.
“I could recognise that there was more attention and there probably was more pressure [in making an album] but I don’t think I felt it emotionally, because I was like - they’re just going to have to wait. I haven’t finished it, haven’t got a record deal or a publishing deal so they’re just going to have to chill.”
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[/vc_column][/vc_row][vc_row][vc_column][vc_column_text]‘Touch’ caused a lot of things to fall into place. On top of an album, people sought gigs, and that she could do with a few more songs in tow. Some songs were written in her bedroom, others tested early on in that live setting and formed further for the album later. “People were like, ‘Well when are you gigging?’. Well, let me write three more songs and maybe I can do a cover as well, and then I can sort of charge people £7 for the shortest show ever.
“At the end of the record-making process I wrote with Greg Kurstin, which was mental because he is probably one of the most prolific and successful songwriters of the moment. In a sense I’ve made a bedroom pop record but in places I’ve worked with one of the most famous pop writers in the world. I don’t know how I’ve managed to do both at the same time, but I have.”
From bedroom jams to collaborating with the best in the world, Shura keeps it relatable. Title track ‘Nothing’s Real’ is a particularly important song for her about a panic attack that she had. “It was the first one I’ve ever had and it’s about a big change in my life, coming to terms with that I have anxiety, but it’s sort of a disco number so I guess that that’s sort of my personality.” One half more serious “but also a massive joker. It kind of works because it’s such a serious subject but it’s also really happy.”
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