In today’s age, technology has flooded our lives with content. Caught in the mire are today’s musicians who champion an artform that’s more widely distributed than any other throughout human history. And we, more often than not, overlook the music created by unfamiliar faces because it’s challenging. We’d rather have an easy listen, a known quantity to skim through while we think about something else.
Hearing is easy, but listening is difficult. Welcome to “Why We Like It”, where we rebuke the trends in favor of thoughtful analysis and underknown sounds.
Froya: “Halloumi Honey”
Listen On:
How We Found It:
We first came across Malaysian DIY artist Froya and her seductive track “Halloumi Honey” when she submitted to our portal at SubmitHub last week. “Halloumi Honey” is Froya’s first release of 2019, and is part of a long string of singles following her acclaimed album Panic Bird, which won the title of “Best Engineered Album” at Malaysia’s premier music awards, AIM22. If you like Kilo Kish, Billie Eillish, or FKA Twigs, you need to check her out.
Why We Like It:
Whew! Anyone have a fan I could borrow? I need to cool down. Froyas “Halloumi Honey” is as bewitching as it is sensuous. As a self-producing, self-engineering artist, Froya creates a cohesive sonic terrain built on throbbing bass, airy synths, and dynamic percussion as it builds toward climax. Her sultry vocals drift in and out of focus as the powerful bassy and percussive undercurrent grows in magnitude, until her own voice begins to multiply and match its force. At certain points, it seems like the entire room is filled with Froya’s voice as she skillfully weaves her vocals into the catharsis-inducing depths of her production. By the time “Halloumi Honey” concludes its 3 minute run-time, you find yourself drifting back down to Earth with an insatiable craving for more.
From the Artist:
I see production as just as personal as songwriting, in that it goes hand in hand in setting up the mood to tell the story. Handling the production myself means I’m crafting my version of the story – it doesn’t matter if it’s right or wrong because it’s just an expression. My creativity flows better when there are no rules, no expectations, no stress and no judgement from whatever’s out there. I handle my own engineering because I find at times that audio engineers might not have the patience to tinker over recordings like I would by myself… When I’m alone I’ve got all the patience and time I need to create a “stress-free” and “real-creative freedom” environment to stretch my imaginations.” – Froya
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