Greta Isaac is preparing to release her next EP, I think you would hate it here, which will be released on April 1, and today the 26-year-old Welsh artist shares a taste of what’s to come with ‘NUH UH’. A sequel to his previously released singles, “5’1” and “Polyfilla,” his latest plow with a huge catchy chorus: “You’ve never seen a flower like this before,” Isaac says, as the electro grizzly – Pop production crash lands around her.
“‘NUH UH’ is manic, delusional, desperate and super charged to the point where I don’t really feel like I’m singing it when I listen to it,” Isaac says. “Soundwise, it’s like the moment you have a ‘spark’ with someone – a spike in energy, your eyes go black, your skin gets hot and clammy.”
The music video “NUH UH”, premiering on PAPER, leans into song mania with a surreal take on the classic home fashion spread – only Isaac takes place without any of the glitzy designer labels and decadence you’d typically see in a magazine. His roast beef dinner is actually an old boot, his soles are made of wire, and the heel of his shoe is a glass penis. It’s all a bit quirky, but it’s glamorous nonetheless – just in Isaac’s twisted way.
Watch Greta Isaac’s “NUH UH” below and learn more about the extreme collaborative process that led to its creation.
What inspired the lyrics of “NUH UH”?
The lyrics are my favorite part. Even though the choruses sound like a very confident and sexually liberated woman, the verses give a bit of her vulnerable and unbalanced true identity. I was inspired by the electricity we all feel when we meet someone we might be compatible with – that undeniable “spark”. Our eyes blacken, our skin becomes clammy, we have butterflies. Witnessing this feeling inside me always felt like urgency and panic, like that special someone could leave at any moment. I think the “NUH UH” character just wants to be liked and says he doesn’t have to be extreme to be remembered.
How do you think you’ve evolved since your last EP, PESSIMISTIC?
I definitely feel a lot more confident in my decisions and my abilities as an artist. For a while, I doubted myself so much that I thought everyone had the answers for me. I’m learning to work with it and understand where it’s coming from, but eventually I’ve learned to trust my ears, my eyes and my instincts so much more for this EP. A product of practicing this self-confidence is that I learned to feel grounded and really enjoy the creative process – something I always found very difficult, even as a child. The result is that I’m much more ambitious with my ideas and even though the things I create, from images to music, are all quite different from each other, it still feels like there’s a common writing between all the aspects of my project — and that, for me, as my partner would say, is that I am “always in the making”. I like this.
How do you see “NUH UH” as a reflection of what will come out of your next EP?
For me, “NUH UH” is a song that embodies everything I love about music making. I love dressing up, as you might be able to tell through all of my work, and for me songwriting has always been used as a tool to ‘try out’ different versions of myself, or characters. completely different. This song sounds off balance, chaotic, a bit manic, but still super playful and fun. It’s something I try to encapsulate in every song I write, sometimes in varying degrees of drama It’s the most dramatic and dumbest of all the songs to come, that’s why it’s my favorite.
Who did you work with on the video? How do you see the treatment as an extension of the song itself?
The video was shot by a good friend of mine, Blake Temple, who also worked alongside me on the videos I made for other artists. We trust each other completely and even though I wear some pretty crazy clothes, Blake has always made me feel comfortable in front of the camera. The video is a curated moving image from a shoot me and my creative director and stylist, Suzie Walsh, conceptualized together last year. I wanted to bring my audience to my “house” where I showed them a typical day in my dream life. Suzie and I came up with the idea for a magazine called ‘At Home with Greta Isaac’, a concept we often associate with very clean, thoughtful and expensive shoots, but in the video we see that I’m desperately trying to meet this expectation. We found ourselves watering “plants” made of wire and grapes, a roast beef that was actually an old boot with teeth, and, if you look closely, a fabulous shoe made with a glass penis heel.
I love how goofy and funny it is, but it’s all so thoughtful and meticulously chosen by me and my team. Everything you see is intentional. The video’s visual palette tells me everything I need to know about the “NUH UH” character – she’s desperate to please, digging her nails into anything and anyone that would give her the validation she is the greatest thing that ever happened. There is a performance that resembles the urgency of the lyrics and the fear of being abandoned. “Look at this weird boot I made!” I also had the insane privilege of working with Liza Radlov, who made all the beautiful props in the video, as well as the designers whose pieces I had the honor of wearing: Itiya Studio, Jie Huu, Congregation Design, Lady P, Ella Douglas, Geneviève Devine and Cenci Vintage. A huge thank you must also go to Lukasz and Rebeca for allowing us to parade around their house all day. They are a very special couple.
Talk more about going in such a wild and experimental direction with beauty and style.
I hadn’t really thought about styling, makeup and hair as a tool for artistic expression for myself until last year. I started working as a creative director for my friend Orla Gartland, and along the way I met some really talented, hard-working creatives who really opened my eyes to the idea that we can always push the boundaries of what we think we are or what is expected of us. to introduce ourselves. Since I started working with Suzie, she has taught me a lot about sustainable fashion, innovative processes of making clothes, ingenuity and reusing simple things to make them look beautiful. Karina Barberis, my good friend and longtime photography collaborator, taught me a lot about storytelling through photos and finding wonder and life in the mundane. For so long I was conscious of my appearance, that I could never deliver what was expected of me as a woman in music. Giuseppe Stelitano, my hairstylist, and Lauren Webster, my makeup artist, are truly my partners in crime and through them I’ve learned to access parts of myself to explore what I never would have done without them. aid. Through breakups, lots of therapy, enjoying the ordinary in life, and working with all these amazing people, I’ve found so much more confidence in just trying things. Have fun, play, dress up.
Photos courtesy of Greta Isaac
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