meta-scriptMeet The First-Time GRAMMY Nominee: Anitta On The “Insane” Success Of "Envolver," Representing Brazil & Reshaping Global Pop | GRAMMY.com
Anitta
Anitta

Photo: LUFRE

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Meet The First-Time GRAMMY Nominee: Anitta On The “Insane” Success Of "Envolver," Representing Brazil & Reshaping Global Pop

After a decade of building a massive career in her home country of Brazil, Anitta took her success to a global level in 2022. The singer discusses her “brand new career” and the Best New Artist nomination that came from it.

GRAMMYs/Feb 1, 2023 - 04:45 pm

Before Anitta released her album Versions of Me last April, she already had four albums in her catalog. But as the title insists, Versions of Me is the project that showed Anitta has many layers to her success — and now, she has a GRAMMY nomination to show for it.

The Brazilian star is nominated for Best New Artist at the 2023 GRAMMYs, which may feel like a long time coming for those who have been a fan since Anitta's self-titled debut album arrived in 2013. After becoming a household name in her native Brazil, and then in Latin America, she finally cracked the U.S. last year with the worldwide hit "Envolver." Ten years in, Anitta almost feels reborn.

"In Brazil I got the recognition before, but internationally, it's amazing because I've just started a brand new career," she tells GRAMMY.com. "I feel really special. I feel like things are happening really fast and I'm really happy about it."

With Versions of Me, Anitta explored and embraced her cross-cultural appeal, even singing in Portuguese, Spanish and English across its 15 tracks. The album opens with "Envolver," which blends reggaeton music with an electronic allure; later, she put a trap music twist on the Brazilian bossa nova classic "The Girl From Ipanema" in "Girl From Rio," a tribute to her hometown of Rio de Janeiro.

Those personal details helped Versions of Me resonate with a global audience, and they were amplified by Anitta's unabashed ability to push pop music to new places. She embedded elements of funk carioca (Brazilian funk music from the favelas of Rio De Janeiro where she grew up) into genre-bending collaborations alongside stars like Cardi B, Khalid, and Saweetie.

Anitta has also become widely acclaimed for her show-stopping performances, from Coachella to the Latin GRAMMY Awards to the viral "Envolver" dance challenge on TikTok. Her charming transparency with her fans helps uplift women, her country of Brazil, and the LGBTQIA+ community (she publicly identified as bisexual in 2018) — in turn helping Anitta become one of Latin pop's most refreshing and boldest artists in recent memory.

Ahead of the 2023 GRAMMYs, Anitta spoke with GRAMMY.com about her first GRAMMY nomination, the viral success of "Envolver," and what's next.

How do you feel about being nominated for Best New Artist?

I feel really special. First of all for the nomination, to be part of the GRAMMYs. That makes me feel like I'm doing a good job. I'm on the right path. But also, I felt really special that I was nominated for the Best New Artist category. I feel happy that people understand that for me it's a whole new world.

Even though I have more than 10 years of a career in Brazil, for me, in these other markets, like singing in English and Spanish, it's brand new stuff. I am a new artist in these other markets. I feel really happy that people can understand that and see it like I do.

You're also representing Portuguese and Spanish music in the Best New Artist category. What does it mean to you to be able to represent those languages within the category?

I feel like it's really important. My country feels very special about it. They've never seen something like that. Last time they saw something like that was like 57 years ago [when Brazilian artists Astrud Gilberto and Antônio Carlos Jobim were nominated for Best New Artist], so they're really happy for me to be part of this. To be representing so much for my country, I'm really glad that I can do that.

Your song "Girl From Rio" interpolates one of Jobim and Gilberto's classic songs.

"The Girl From Ipanema"! It's crazy, it's like a cycle. It's amazing!

In your album Versions of Me, you sing in English, Spanish, and Portuguese. Why did you decide to record music in those three languages?

Portuguese is my first language, obviously. And then I started to learn English when I was still a kid. I started to learn Spanish after I went to Spain for the first time because one of my songs in Portuguese, "Show Das Poderosas," was playing in Madrid. So I went to Spain to sing for a radio show, and I didn't understand anything that people were telling me, so I decided to start learning Spanish, and I loved it. And I started singing [in that language].

I think it's just part of my personality to enjoy learning languages. When I was a kid, I also learned Italian, so I have songs in Italian. I really enjoy it.

The album cover art features different versions of yourself throughout your career. Why did you decide to bring together those images from your past and present?

I think controversy is good when people talk about a subject, and they can see it's accurate and real, and they can get to know you a little better. I think it's a little fun.

I like being open about the [plastic surgery] procedures I've done. Being open about all the things in my life. I don't like to fake or hide situations. I feel like I would feel stuck in some kind of prison. I feel better if people just get to know me from a 360 point of view.

In the album, you explore genres like pop, R&B, trap, and reggaeton music. What was experience like to work with those different genres?

I wanted to show different types of music that I like singing. Like different versions of myself. I'm fascinated by people's music — the different countries and cultures. I love traveling and getting to know the way people consume music, the way people create music. It's really special when I can travel and get to know a new culture, and sing, and get that feeling running through my blood.

I love playing with the biggest amount of places and rhythms, and everything that I can, because I think that's what it is about, when you can create music that's more than just something fun to listen to. If you can bring cultures and bring people together, I think it's even more of a special thing.

How did the song "Envolver" come together?

The [COVID-19 pandemic] quarantine was over, but still the gates were closed to Brazil from America. To go to America, you had to quarantine for 15 days somewhere. I was in Punta Cana waiting for these 15 days to pass, and I decided to bring some friends of mine — artists to write songs with. It was Phantom and Lenny Tavárez. We started writing, [and when] we got to "Envolver," it was really special. We wrote it so fast. It was insane. It was amazing.

What was the inspiration behind that song?

We wanted to talk about a woman that is always in control and not the opposite. In songs, we always see guys talking like that to women, and I wanted to bring exactly the opposite — when a woman is in power.

Did you think that "Envolver" would become the massive hit that it was?

We did think that — but we also think that about so many songs, so it's like, we never know. It was insanely big. I think it wouldn't have been that big if I didn't have the support of the foundation of my country, and also if I [hadn't] done so much work in the Latin community. It got big because we were already doing a lot of stuff.

You've become known for your electric live performances. How important is it to express your music through dancing as well?

Even more right now, with TikTok and things like that, I think people are so engaged to dancing. They want to feel involved somewhere, so that's one way of how people are getting into music right now. Getting involved with the artists in some way more than just the music. I think dance is a very good way of doing that.

You incorporate elements of Brazilian funk music throughout Versions of Me. How important was it for you to bring that genre into some of the songs?

I put in a little bit. Not as much as I wanted to. I think in the next albums I will do more. I'm trying to introduce a little bit of [Brazilian] funk to the worldwide audience, and then I will [release] something really cultural that I really believe in.

Since I started traveling around the world, I'm fascinated about showing people where I come from, my origins. I think funk is my origin. It's so different, and it has the power to be the next big thing, so I feel really special about it. I feel like people are starting to get into funk and making more Brazilian funk music, and I really love that I'm part of this change.

You announced that your next album will be a Brazilian funk album. How is that coming along?

I'm still waiting. I'm working on the album. I have most of the songs kind of ready. I'm still adjusting some things and the features on it. But I'm going to wait for the best time to release it. I'm not going to do it in a rush.

I'm going to put effort behind it because this is the thing I always dreamed about doing. I always dreamed about having an album where I can truly feel my culture and what I really love about funk and Brazilian music. I think I'm going to wait for everything to be completely perfect for me to release it.

Throughout your career, you've proudly represented the LGBTQIA+ community, collaborating with artists like Brazilian drag pop stars Pabllo Vittar and Gloria Groove and being open about your own sexuality. How do you feel to be helping raise that representation and visibility?

I think it's amazing the more we can [do that], because it's still very hard for the LGBTQIA+ community to show up and to get a space to talk and be open without prejudice. The more that we can open room for artists who are openly gay, or trans, or drag queens — I think the scene needs more representation, more artists. The more I can do to bring people to me, or bring visibility to new artists like that, I will do it. It's really important.

Coming off of such a huge year in 2022, what can fans expect from you this year?

I'm going to rest a little bit. I thought I was going to do that last year, but with everything that happened with "Envolver," I ended up not resting the way I wanted to, so for sure this year, I'm going to take more time for myself.

2023 GRAMMYs Performers Announced: Bad Bunny, Lizzo, Sam Smith, Steve Lacy, Mary J. Blige & More Confirmed

Anitta performs in Sao Paulo, Brazil

Photo: Mauricio Santana/Getty Images

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Enter Anitta's Brazilian 'Funk Generation': 5 Takeaways From Her New Album

Anitta brand-new album 'Funk Generation' is the culmination of a long-held dream to bring Brazilian funk to the world. Read on for five ways Anitta's genre-bending album showcases an "energy that's very unique to Brazil."

GRAMMYs/Apr 26, 2024 - 01:31 pm

After establishing herself as a global pop star, Brazilian singer Anitta is bringing the music of her country to the forefront. On the just-released Funk Generation, the Latin GRAMMY nominee puts a spotlight on funk carioca — Brazilian funk.

On the 15-track album, Anitta sings in Portuguese, Spanish, and English over funk carioca beats, which are Brazil’s aggressive and hyper spin on genres like hip-hop and Miami bass. As with her previous releases, Funk Generation has elements of EDM, reggaeton, and pop, but the rhythms also known as baile funk are the star. The album represents a new era for Anitta, which she first kicked off in June with "Funk Rave," a single and video that captures the spirit of Brazil's favelas where funk carioca was born. 

Anitta later introduced Brazil's melodic funk subgenre to her global audience with the dreamy "Mil Veces." Now Anitta is expanding her funky world by bringing artists like Sam Smith, Brray, and Bad Gyal into her funky world.

"I'm going to accomplish making a lot of artists and people like funk," Anitta tells GRAMMY.com, adding that she hopes listeners "start embracing this rhythm that's very good, that invites you to dance, and that has an energy that's very unique to Brazil."

Funk Generation follows Anitta's rise to international stardom. Following a decade of making her mark in Brazil and later Latin America, Anitta went fully international with her 2022 album Versions of Me and the viral hit "Envolver." The album helped Anitta garner a GRAMMY nomination for Best New Artist in 2023 and a Latin GRAMMY nomination for Record Of The Year. She later told GRAMMY.com that "dreamed" of putting out a Brazilian funk album.

Anitta has made that dream come true with Funk Generation. Here are five takeaways from her genre-bending album, including insight from the Brazilian superstar herself.   

Anitta Said Making A Funk Carioca Album Was A "Challenge"

In March 2023, Anitta revealed that she was trying to get out of her contract with Warner Music, alleging a lack of support from the label. After parting ways with Warner in April, she signed a new deal with Republic Records and Universal Latin shortly after. It seems that her new label home offered the support she was looking for: She released "Funk Rave" in June 2023. 

"This funk album has been a challenge for me because it's not a rhythm that people are doing out there," she says. "It's something that’s very new that I'm going to introduce to people so they like it, listen to it, and try to do it as well."

She Wants to Continue To Breaking The Divide Between Latin America & Brazil

While Brazil is a part of Latin America, there still exists a bit of a cultural divide with Spanish-speaking Latin American countries because of language differences. On Funk Generation, Anitta aims to bridge that gap by featuring Latin music acts who embrace her  Brazilian funk vibes. 

On the sultry "Double Team," she is joined by Puerto Rican singer and rapper Brray and Barcelona-based artist Bad Gyal, who performed with Anitta for the first time at awards ceremony Premio Lo Nuestro in February. They get into the groove in Spanish with no problem alongside Anitta.

"It's been many years since Brazil has gotten to this international level, that a lot of people are listening to Brazilian songs, and I know I've worked a lot for this to happen," Anitta says. "More Latin artists coming to Brazil, who are curious and interested in making a career there.

"It's been very important for me to create this cultural exchange because the Latino countries and Brazil are side-by-side, but it's like there's a big barrier between them because of language," she continues. "With music, we can break through."

Sam Smith Embraces Funk Carioca For The First Time 

It’s not only Latin music acts who are getting in on funk carioca with Anitta. British superstar Sam Smith joins Anitta for the freaky "Ahi," and Smith's soulful voice soars over the sleek Brazilian funk rhythms. The collaboration shows how determined Anitta is to push the music of her country into the mainstream with Smith being one of most prominent pop artists from the UK to embrace the genre. 

The song also marks an important moment for LGBTQIA+ representation with Anitta, who is bisexual, teaming up with the non-binary GRAMMY winner.

Funk Generation Spotlights Brazilian Talent 

Anitta shares her platform with more Brazilian acts in the alluring "Joga Pra Lua," an EDM-infused funk banger that invites the listener to a block party where they get lost in the music. 

Translated to "play for the moon," the track is produced by fellow Brazilian DENNIS (who recently scored a global hit with the remix of "Tá OK" featuring Kevin o Chris, Karol G, and Maluma). Anitta is also joined on the track by Brazilian hitmaker Pedro Sampaio, who sings in Portuguese.

Anitta Is Looking Toward The Future Of Funk Carioca

Despite the few features, Funk Generation is an album where Anitta largely shines solo. She not only puts a spotlight on the Brazilian genre with this LP, but pushes it to new places. One of the standouts is the frenetic "Grip" where Anitta blends Brazilian funk with elements of Miami bass music that’s reminiscent of the ‘90s. She sings in Portuguese, English and Spanish throughout the song.

Whereas funk carioca played second fiddle to many other genres in her previous album, now the tables are turned in Funk Generation. She seamlessly blends pop with funk carioca in the fully English track "Love in Common" that could sneak those rhythms onto Top 40 radio. Anitta also finds a common thread between Brazilian funk, reggaeton, and Afrobeat in the multicultural banger "Aceita."

 The future of baile funk looks bright in Anitta’s hands.

Meet The First-Time GRAMMY Nominee: Anitta On The "Insane" Success Of "Envolver," Representing Brazil & Reshaping Global Pop

Women's History Month 2024 Playlist Hero
(Clockwise, from top left): Jennie, Janelle Monáe, Anitta, Taylor Swift, Victoria Monét, Ariana Grande, Lainey Wilson

Photos (clockwise, from top left): Emma McIntyre/Getty Images for Coachella, Paras Griffin/Getty Images, Lufre, MATT WINKELMEYER/GETTY IMAGES FOR THE RECORDING ACADEMY, Paras Griffin/Getty Images, JOHN SHEARER/GETTY IMAGES FOR THE RECORDING ACADEMY, Kevin Mazur/Getty Images for The Recording Academy

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Listen: GRAMMY.com's Women's History Month 2024 Playlist: Female Empowerment Anthems From Beyoncé, Ariana Grande, Jennie & More

This March, the Recording Academy celebrates Women's History Month with pride and joy. Press play on this official playlist that highlights uplifting songs from Taylor Swift, Victoria Monét, Anitta and more.

GRAMMYs/Mar 8, 2024 - 04:44 pm

From commanding stages to blasting through stereos, countless women have globally graced the music industry with their creativity. And though they've long been underrepresented, tides are changing: in just the last few years, female musicians have been smashing records left and right, conquering top song and album charts and selling sold-out massive tours.

This year, Women's History Month follows a particularly historic 66th GRAMMY Awards, which reflected the upward swing of female musicians dominating music across the board. Along with spearheading the majority of the ceremony's performances, women scored bigtime in the General Field awards — with wins including Best New Artist, Record Of The Year, Song Of The Year, and Album Of The Year.

Female empowerment anthems, in particular, took home major GRAMMY gold. Miley Cyrus' "Flowers" took home two awards, while Victoria Monét was crowned Best New Artist thanks to the success of her album Jaguar II and its hit single "On My Mama." As those two songs alone indicate, female empowerment takes many different shapes in music — whether it's moving on from a relationship by celebrating self-love or rediscovering identity through motherhood.

The recent successes of women in music is a testament to the trailblazing artists who have made space for themselves in a male-dominated industry — from the liberating female jazz revolution of the '20s to the riot grrl movement of the '90s. Across genres and decades, the classic female empowerment anthem has strikingly metamorphosed into diverse forms of defiance, confidence and resilience.

No matter how Women's History Month is celebrated, it's about women expressing themselves, wholeheartedly and artistically, and having the arena to do so. And in the month of March and beyond, women in the music industry deserve to be recognized not only for their talent, but ambition and perseverance — whether they're working behind the stage or front-and-center behind the mic.

From Aretha Franklin's "RESPECT" to Beyoncé's "Run the World (Girls)," there's no shortage of female empowerment anthems to celebrate women's accomplishments in the music industry. Listen to GRAMMY.com's 2024 Women's History Month playlist on streaming services below.

Beyonce 2023 GRAMMY Rewind Hero
Beyoncé at the 2023 GRAMMYs.

Photo: Michael Kovac/Getty Images for The Recording Academy

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GRAMMY Rewind: Watch Beyoncé's Heartfelt Speech For Her Record-Breaking Win In 2023

Relive the night Beyoncé received a gramophone for Best Dance/Electronic Album for 'RENAISSANCE' at the 2023 GRAMMYS — the award that made her the most decorated musician in GRAMMY history.

GRAMMYs/Feb 2, 2024 - 05:12 pm

Six years after her last solo studio album, Beyoncé returned to the music industry with a bang thanks to RENAISSANCE. In homage to her late Uncle Johnny, she created a work of art inspired by the sounds of disco and house that wasn't just culturally impactful — it was history-making.

At the 2023 GRAMMYs, RENAISSANCE won Best Dance/Electronic Album. Marking Beyoncé's 32nd golden gramophone, the win gave the superstar the record for most gramophones won by an individual act.

In this episode of GRAMMY Rewind, revisit the historic moment Queen Bey took the stage to accept her record-breaking GRAMMY at the 65th Annual GRAMMY Awards.

"Thank you so much. I'm trying not to be too emotional," Beyoncé said at the start of her acceptance speech. "I'm just trying to receive this night."

With a deep breath, she began to list her praises that included God, her family, and the Recording Academy for their continued support throughout her career. 

"I'd like to thank my Uncle Johnny, who is not here, but he's here in spirit," Beyoncé proclaimed. "I'd like to thank the queer community for your love and inventing this genre."

Watch the video above for Beyoncé's full speech for Best Dance/Electronic Album at the 2023 GRAMMYs. Check back to GRAMMY.com for more new episodes of GRAMMY Rewind. 

Tune into the 2024 GRAMMYs on Sunday, Feb. 4, airing live on the CBS Television Network (8-11:30 p.m. LIVE ET/5-8:30 p.m. LIVE PT) and streaming on Paramount+ (live and on-demand for Paramount+ with SHOWTIME subscribers, or on-demand for Paramount+ Essential subscribers the day after the special airs).

A Timeline Of Beyoncé's GRAMMY Moments, From Her First Win With Destiny's Child to Making History With 'Renaissance'

Coi Leray

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Meet The First-Time GRAMMY Nominee: Coi Leray On Why Breakthrough "Players" Was Just The "Icing On The Cake" For Her Multifaceted Career

With two GRAMMY nominations in two different Categories at the 2024 GRAMMYs, Coi Leray is already proving to be a versatile artist. But as she promises, she's building a brand much bigger than her music.

GRAMMYs/Jan 24, 2024 - 03:00 pm

Even after a flight and an hours-long photo shoot, Coi Leray exudes brightness and warmth as she discusses her monumental year. She carries a vibrant energy that matches her music — all of which is reminiscent of hip-hop's beginnings and bright future

Leray brought that vitality to "A GRAMMY to 50 Years of Hip Hop," where she held her own among genre legends with a dynamic performance of her smash hit, "Players." Exactly one month prior to the Dec. 10 event, Leray added another milestone to her booming career: her first GRAMMY nominations.

"Players" earned Leray a nod for Best Rap Performance at the 2024 GRAMMYs, where she's also nominated in the new Best Pop Dance Recording Category, for her collaboration with David Guetta and Anne-Marie, "Baby Don't Hurt Me."

"One of the biggest things and accomplishments for me as a artist is for people to know me and admire my versatility," Coi told the Recording Academy. "To be nominated for two of my voices — my melodic, my rap, my singing — it's a dream come true. I wouldn't want it no other way." 

Her versatility expands outside of her music, too. From her signature braided hairstyle to launching her own beauty and haircare products, the New Jersey-raised rapper is also building a name for herself in the fashion and beauty industries. What's more, Leray has entered the philanthropic space as well, with plans to launch her mental-health-focused Camp Courage World Foundation later this year. 

Even just a few years into her career, Leray is steadfast in leaving a multi-faceted legacy for herself — one that takes inspiration from icons like Beyoncé and J.Lo, but feels uniquely hers. And while she sees herself in every business venture, the rapper vows for one thing to remain true: she'll always be having fun. 

Ahead of the 2024 GRAMMYs, Leray sat down with GRAMMY.com to discuss what she learned in 2023 — and how her breakthrough year was the perfect setup for a long career. 

Congratulations on a wonderful year — from receiving your first GRAMMY nominations for "Players" and "Baby Don't Hurt Me" to opening up for Beyoncé at the Renaissance World Tour in Los Angeles. How would you describe 2023 for you?

This year was the icing on the cake to what my future entails. You know with "Players" being nonstop on the radio, getting nominated to all these big award shows, performing on Beyoncé's stage, and getting a written letter from Beyoncé. 

She told me that she's been watching me grow. It shows how hard I have been working. Most importantly, it shows them what to look forward to in the future. I feel like I'm one of those artists that is going to be here for a very, very long time.

As you described, "Players" has maintained a chart-topping position since its release. The single has a sweeter meaning to it because you are paying homage to the rappers, such as The Grandmaster Flash & The Furious Five, who have come before you.  The group has even publicly thanked you for re-introducing them to the younger generation. 

I wanted to ask about your decision to pay homage to them, because we exist in an era where a majority of songs have samples, but few artists go out of their way to pay respect to the pioneering artists.

I feel like it is my job to educate the youth as much as possible.

I'll be 27 in May. As I get older, I remember when I was 16, 13, 10, 18, 21. Everything that you hear now is inspired by so many great artists, such as Busta Rhymes and The Grandmaster Flash & The Furious Five; those icons in hip-hop made a huge statement. What's derived from Busta's creativity, his flows, his music videos and everything — a lot of kids have to understand the music they hear today and the videos they see are inspired by him and that's where it came from.

I remember the moment where I sat down and listened to Sade. She has one of the most beautiful tones in the music industry, and one of my biggest inspirations. When I go to the studio, I try to master my tone, my melodies, and my voice.  Sade helped me grow, and [I] realize how big she is to hip-hop, the industry, and music in general.

All the icons study music. The way in which you spoke about developing your melodies and voice speaks to that, and shows your dedication to the craft. Another icon that you have spoken of in high regard and worked with is Pharrell Williams. 

He's not only an icon in music, but fashion as well. You sat front row at his debut collection for Louis Vuittion and have become a regular attendee for other notable luxury fashion houses. Are you carving out your own path as an entertainer who has one foot in music and the other in fashion?

I have always been into fashion. I have been building my brand. To me, it's bigger than being an artist. It helps me build my brand. 

I've been building my relationship with YSL. When I landed my Fendi by Marc Jacobs campaign, I was on the frontpage of Fendi's website, alongside Kendall Jenner. I have done Fashion weeks and been dressed by amazing designers, like Jeremy Scott at Moschino, Alexander Wang, AREA, Diesel, and more.

As I continue to elevate and and my music continues to grow, "TWINNEM" ended up on the charts, the success of "Players" and to land with Pharrell, then sit front row at Louis Vuitton; it just shows how much I have been progressing. 

It's also a reminder that through all the hate and negativity that I am going through, even my personal tribulations, it's those moments that make me realize, "Yo! You are a star!" and this is happening in real life. Whether it's next week, next month, you're elevating.

The weekend where I sat front row at Louis Vuitton, I was in the studio with Pharrell. We made four records. I learned so much in my 24 hours with him. I built the most amazing relationship. Pharrell is a mastermind not only when it comes to not only fashion, but when it comes to music. 

2024 GRAMMYs: Meet The Nominees

In previous interviews, you referred to yourself as a "walking brand." As of late, you have garnered partnerships with brands such as Yves Saint Laurent, Tommy Hilfiger, Ray-Ban, and more. In your interview with Angie Martinez, you mentioned the possibility of a haircare line. I would like to hear more about the business components of your brand and how you are building an empire, adjacent to the music industry?

I have always had braids since I was a kid. When I did my first song, "Huddy," and throughout the beginning of my career, I always wore braids. I always had my baby hairs out.

It was important to me when I signed my deal to make sure that I'm good in the long run. So I sat down and thought about, what is going to help me be a better person? 

Create longevity. Create an asset. 

As much as I did my baby hairs, I ended up inventing a baby hair brush. I'm just getting my first mold. It's been a process because I want this brush to be perfect, and it's crazy because once it's complete, I want to go add something else. It's a learning process, and it feels so good to be able to financially invest into myself, grow my brand, continue to learn, have errors, make mistakes at this age and in my career.

I got my first top 10, but I never got a top five. I'm aiming bigger and everything is on God's timing. With my branding, my music and my YouTube series, "Cooking with Coi Leray," my skincare products, and my nail line products that's coming, it's all going to come in perfect timing because everything's on God's timing.

It brings me joy to hear a young woman artist, especially a Black woman, discuss their plans on building their legacy and ensuring longevity for the duration of their career. I saw this in your decision to have Trendsetter Studios, your creative agency, direct the music video for "Players." Could you walk me through the decision making process to start your agency?

I started Trendsetter Studios because I have always been into content. I've always been the creator behind everything I do. They say that I'm big on TikTok and a lot of these platforms, which I am, and I take pride in it because I'm good at what I do.

I'm great at making content. I'm great in front of the camera. I love the camera. When I signed my deal, I invested in a lot of equipment because I knew this is something. When I want to do a video, I want to be able to just grab the camera whenever I want to. Be able to create my own thing.

There's so many music videos up that Trendsetter Studios produced. I'm very grateful for my team. We're still learning. We're still growing. 

It's still in development. The goal and the key is longevity, having access and being able to build, do what you want, when you want, and how you want it.

**When you look at the projects you have worked on in 2023, such as "Self-Love" on  Spiderman: Across The Spider-Verse soundtrack and your sophomore album, Coi. What are some lessons that you've learned from those projects that you're going to apply in 2024?**

I learned to have fun. This [past] year, I kind of got wrapped up in it. It's hard to not get wrapped up in the political stuff or the numbers or the fans. I don't pay attention to the negative comments and stuff like that. But, it was at a point where I was paying attention to what someone else wanted versus myself.

I realized, in 2024, I'm only catering to what I want to do. I'm going to live in my truth. I'm going to keep growing as a young lady, as a young woman. Do what I want to do, and keep making great music, and just have fun, not get too wrapped up in the other stuff.

I want to have fun. Life is about having fun, and I'm at an age where I need to have fun. In 2024, we're having fun, and I feel like everybody's gonna feel that in my music, in my videos, in my vlogs, and whatever it is I'm doing, they're gonna feel that energy, and I'm gonna make sure of that, because that's the goal.

It seems to be a trend that icons release self-titled albums. 2023 was the 10-year anniversary of Beyoncé's self-titled album. When you look back at Coi, an album that will always be synonymous with you, where do you place that album in your legacy as an artist? 

It's gonna be here forever. It's gonna be one of those records where people are gonna go back and they're going to be like "Yo, what the hell?!"and I know that because it's such an amazing body of work. 

I write through experience, so as I go through new experiences, as I learn new things in the studio or work with more amazing creatives — creatives in all aspects, whether they're producers, engineers, songwriters, videographers, directors, creative directors, labels. As I'm working with all those people. I'm learning and every single time I just end up scoring better.

My next body of work is always my best body of work, but that doesn't mean take away the greatness from that work. It just means that I've been elevating in every single way. Coi is one of those projects where I elevated it, it has amazing music just like Trendsetter.

The more I create and the bigger I get, the more people will go back, listen, and really appreciate the body of work for what it is.  

You have not only achieved success domestically, but internationally with high placements on the Global and K-Pop charts, as well as participating in Paris and Milan fashion weeks. You have crossed over to being a well-known performer across the world. You're a girl from Jersey who has received global recognition. How does that feel for you? 

Recognition is dope. When you go over to places like Australia and Paris, they treat you like a major star. The love over there is immaculate. I get really inspired overseas. There's so many great things.

For example, Paris has so many great music video directors. Their music videos are insane. I had to go out there to really understand that.

It made me want to be the voice that when I come to America, "I'm like, I want to use more videographers so people can see how amazing they are too." It's a blessing to be able to travel.

You mentioned a desire to work with music video directors in Paris and abroad. You have already worked with international talents such as David Guetta and TOMORROW X TOGETHER. It seems you are pivoting yourself as an entertainer who uses music to bridge the gap between these cultures. 

Well, David Guetta is an incredible artist.

He is a mastermind when it comes to the studio, and I want to continue to work with David. We have an incredible relationship, and amazing chemistry in the studio. He's one of the first DJs to bring hip-hop and EDM together. That's another life experience for me that I'm going to remember forever.

You know, being a young Black queen in the music industry and being able to have so much versatility, it allows me to collaborate with so many great artists. David Guetta, he's a mastermind. That's another way to educate the young kids on David Guetta too. I know he's already a major, but they don't know the history.

Some people might not know the history, and I feel like it's important. David Guetta getting nominated with me — I'm getting nominated with my rap song and the pop electronic recording record. It's just a dream come true, I'm telling you. 

**In your music video for "Wasted" with Taylor Hill from Blue Moon, you showed a side of you that is different from your previous works. The video displayed a tender and vulnerable side of you. Can we expect to see more of that from you in 2024?** 

I can admit that I haven't done my best at showing that side. I was under my rock a little bit, but I promised to myself that in 2024 I am going to show more of my process, bring people into my world, my fans, and I think I owe it to my fans 1000%. I think that they want to know Coi Leray outside of Instagram, The Shade Room, social media, and blogs.

I want them to also understand who I am as a woman, as a person. Music is important, but relationships are important. Just as much to me, and I admire that.

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Icons not only inspire us through music, but the way they invest in their community. In 2023, you organized a Thanksgiving Giveback in your hometown. What led you to start doing philanthropy efforts? I think people will always want to root for the girl who made it big and paid it forward.

That's why I started my Camp Courage World Foundation. I'm super excited to launch that at the top of 2024.

It's something I've wanted to do for a long time. I finally thought of an amazing name for it and I'm excited. We're focusing on mental health because I feel like that's something that I've dealt with my entire life, my childhood, growing up and now, and there's so many things that I do that I'm pretty sure that these girls would want to know and learn.

For example, just reading books and waking up every day, praying, finding my spirituality and sticking through it, staying consistent, going to church, even if they're not physical, online every Sunday, speaking to my pastors, my life coach, getting therapists, whatever it is that's going to make me better, that doesn't have me relate to anything that can self harm myself mentally, physically, financially, emotionally.

I'm excited for that launch because that's also going to be the next step in a big part of my career that I feel is one of the most important things. 

Having major records is cute. That's fire. Everybody wants a number one record, but with that number one record, you want to be able to give back and inspire because, at that point, what are you doing it for?

Since your debut, conversations about your body, your image, and your contributions to hip-hop have been a point of contention in the cultural zeitgeist. It seems you have decided to take control of the narrative in the media and the press. Whether it is through the development of your brands or the creation of your talent agency, do you feel as if you are on a path of reclamation? 

I'm taking control of it. I should be able to tell it. It's my life.  

I was sitting down talking to my people. I had told them. I said, "Yo. 2024. The future is so bright that the only thing that can stop me is me."

A lot of people don't know what I go through outside of this stuff. I go through a lot, you know what I mean? But going through what I went through, it taught me a lot about myself. 

I realized this year was all about self-awareness, and it prepped me for 2024. Like I said, I'm the only one that can get in my way. 

It's about just staying focused, staying level-headed, staying consistent. And staying prayed up. 

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