Posted On 01 May 2019
Meet the Swedish alt-pop artist AMWIN. She creates edgy sounds – an epic collision of pop, electronic, and hip-hop. Her debut EP, AMWIN in Wonderland, was released on March 29th via UMG Sweden / Island UK / Dew Process.
With just three singles out, AMWIN is racking up support and is regarded as an artist to watch from the likes of Clash, Allure, Hypebae, Highsnobiety, MILK, and more. Her edge, dope aesthetic, and creative appetite has appealed to many attracted new opportunities, including recently walking in her stylist Selam Fessahaye’s show at Stockholm Fashion Week (VOGUE).
Learn more about AMWIN in the following All Access Music interview:
Thanks for your time today! Where does this interview find you?
I’m actually in London, working in the studio, at the moment.
Now that we are into the 5th month of the new year, how has 2019 been treating you so far? What are some goals that you have for yourself this year? How are those New Years Resolutions going?
Honestly, I’m not much for new years resolutions. I kind of believe in trying to be your best in every moment possible. But I was very determined to release my first project this year, and now it’s out! So I guess my non existing new years resolution promise to myself, is going pretty well this far, thank you.
Growing up, how important was music in your life? Can you recall the moment when you decided that you wanted to be a musician? Was it an easy or difficult choice to make?
Incredibly important! But it took me a while before I even realized, as it was such a natural part of my life. I don’t even think I ever talked much about it or expressed it in an apparent way for quite a long time. To me it was natural to always come home from school and listen to music or watch youtube videos trying to learn dance choreographies. When I watched performances as a kid I remember always planning what I would do different if I ever got the opportunity to stand on a stage. I always kind of neglected those thoughts as nothing but dreams and it wasn’t until I was older, 16 maybe or 17 years old, I realized I had to approach it. Or else I would never feel complete. And yes, it was scary to make that choice. It still is.
Was there ever a time when you thought about doing something else? If you weren’t a musician today, what else could you see yourself doing? Would you be as fulfilled in life?
My whole life I thought about doing something else, as I never thought working with music would be an option. I just didn’t know where to start. Where do you turn to when you have a creative passion and need to express but no experience? I was planning to become a lawyer for a long time, I started studying law and I’m still interested in that. I’m still fascinated by having to use your creativity in order to be “right” in that way. For a long time I didn’t even realize for myself that I was a creative person, I just thought I was weird. Now I realize that I’m a weird creative person, which is cool. Before I realized and accepted that I was very frustrated and by that I know for sure I wouldn’t be fulfilled in life if I didn’t have this opportunity to express myself.
Why did you decide to go by something other then your own real name? Where did this name come from?
It wasn’t something I gave that much thought really. It just happened naturally, as we where all talking about me and my project my using shorter versions of my real name, Amanda Winberg. I went by “AW” “AmWin” etc. Thereby it just felt natural to go by the name I was already using for myself, as it didn’t really mean I had to change my name, just make it easier to remember and shorter to type (I’m very impatient and want things to go fast).
What was it like releasing your debut EP, “AMWIN in Wonderland”? Did anything surprise you about that process? How did you celebrate the release of it last month?
In many ways just working on the project was a surprise. I basically hadn’t been in the studio before we started working on it and there were many moments of “Aha, this is what Logic is” “Oh so this is the process of recording a verse”. Apart from that it’s really been an interesting and giving way of getting to know myself better. In the studio, while writing, I’ve had to learn that there really isn’t any dos or don’ts, no fronts to keep up for yourself or others in the room. I’ve found that very challenging and scary, I still do. Although it’s what I really love about it too. When the EP was finished I celebrated by hosting a big party in Stockholm, I think we were over 500 people who had a lot of fun and listened to the new music. After that I just went home to Gothenburg, where I grew up, and spent over a week just enjoying life and hanging out with friends and family.
How did you go about choosing your single “Dua Lipa” to be the first one released from the EP? What was the inspiration for this song?
It felt super clear me that it was the single for the project, even before we had all the songs. I just wanted to make a garage song and a song that’s unconditionally about love. No playing it cool or putting up a front, as I think it’s so easy to do in order to protect yourself from love, at least for me. The song and the lyrics makes me happy and I wanted my happy song to be the face of the EP, even though there’s of course more to it.
What has it been like keeping up with your social media accounts and all of the different platforms? Is it hard to stay up to date on it all? What would you say is your favorite way to connect with your fans now?
I don’t think much about it really. Whenever I feel like sharing something, I share it. Whenever I don’t feel like it, I don’t. I just try to keep it being something fun I do whenever I feel inspired. I think it’s a great way of expressing myself, as well as fashion, words or music is. My favorite social media platforms is definitely Instagram (@amwinmusic).
Who are some of your favorite artists or rather, what musicians have continued to inspire you and your music? Who would you absolutely still love to work with in the future?
I’m inspired my so many people and artists. Although my two biggest inspirations, right now, both visually, creatively and musically is FKA Twigs and M.I.A. I feel like they never compromise their vision for anyone or anything, that’s super inspiring to me and I obviously wouldn’t mind working with either one of them in the future.
Where can fans see you perform next? Got any upcoming tour dates planned?
I’m doing a summer tour here in Sweden, starting 8th of May, which I’m so excited about. Hopefully we will have a couple dates outside of Sweden aswell. Longing to do a mini tour in US and Australia as well.
If you had an unlimited budget and your schedule was free, what would your dream music video look like?
First of all, there would absolutely be a flying giraffe in it. All the other ideas I need to keep to myself as I plan to make this video, one day.
If you were going to be stranded on a deserted island, what musical item would you take with you and why?
A voice recorder, to remember and capture moments.
If your music was going to be featured on any TV show that is currently on right now, which would you love it to be on? Or if you prefer, what is a movie that you love that you wish your music was featured in?
Aaah, so hard. Love the question though! Any movie with Leo in it, or whenever they make a modern version of something like Carmen or Phantom of the opera with modern songs. I also love Grown-ish, they always play good music on that show.
Do you remember the first time you ever heard one of your songs on TV, in a movie or elsewhere? What was it and how did it feel? Where were you when you heard it?
I do! Such a weird feeling, I didn’t quite know what to do with it. Since I love film and TV, I honestly think that’s one of the most honorable things that can happen to you. The first time was in a commercial
At the end of the day, what do you hope people take away from your music?
I kind of hope that my own creative journey might spark a new sense of freedom in others: the freedom to feel too much, to make an extraordinary mess of your heart, and—maybe most of all—to wildly contradict yourself whenever it feels right.