London-based singer/ songwriter Amethyst enters our consciousness with her latest single titled "What You Call It," a mellow jazz-R&B infused tune that explores the domino effect of greed and addiction. Inspired by the constant wave of bombardment of our senses from social pressure, and corporate-sponsored ads that feed human materialism, Amethyst pens a thought-provoking piece that takes audiences deep into the never-ending cycle of trend chasing and seeking the next thrill.
The track unites her with a host of instrumentalists who lay down a blissful and atmospheric backdrop over which she paints a sad tale that audiences can relate to.
Armed with a powerful vocal tone that cuts through the mix with pained emotions and heart-wrenching lines like: "I don't want to get to me/'cause I'm too scared of getting weak/tears in my eyes," we get to feel what she is going through at every turn.
The track is produced by JFlames with additional production by Andrew Smart.
According to a press release: Amethyst first discovered her love for music by singing along to Disney soundtracks in her living room from age 3 and listening to classical and soca music with her dad on the way to school. She started learning classical piano and violin at 4, then went on to learn drums, whilst also teaching herself clarinet and guitar all by the age of 11.
She attended the Academy of Contemporary Music in Guildford where she studied vocal performance, then completed a songwriting and production Masters at Tileyard. Amethyst was lucky enough to have the opportunity to be mentored by Joy Crookes through winning a female artist programme with Hypertribe and has received backing from the MOBO Help Musicians funding as well as the PRS Open Fund for this upcoming project. With two previously sold out headline shows at The Grace and Paper Dress Vintage as well as support slots for artists Charles, Loie, Nia Chennai and Saint Joshua as well as multiple sofar sounds, performances at The Ned, Ronnie Scott’s and a slot at The Great Escape Festival, Amethyst’s beautiful vocals combined with her unique sound and distinctive look certainly makes her one to watch.
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