COVER STORY
LEE ANN ROBERTS: CRAFTING DEEP, HYPNOTIC JOURNEYS THROUGH SOUND AND SOUL
Originally from South Africa and now thriving in Amsterdam, Lee Ann´s journey reflects not just a career path, but a deeply personal exploration of sound and identity. With her unique blend of hard techno infused with subtlety and soul, Ro- berts invites listeners to embark on an emotional journey, one that resonates with the raw energy of her roots and the vibrant culture of her adop- ted home. Each track she crafts is a piece of her story, a reflection of her determination to carve her own space in a bustling scene.
At the core of Roberts’ artistry is her label, Now- Now Records, a name that carries the spirit of immediacy and presence. Drawing from a South African colloquialism meaning “soon,” the label embodies her philosophy of surrendering to the moment and allowing music to guide the expe- rience. It is here that Roberts cultivates a sense of community, showcasing not only her own inno- vative productions but also nurturing emerging talents. This commitment to collaboration and in- clusivity is a testament to her belief in the power of music to connect people and create shared ex- periences, making the electronic music landscape richer and more diverse.
Roberts’ journey has been filled with defining mo- ments, from her early days hosting a show on Cape Town’s Mutha FM to electrifying performances at some of the world’s most iconic festivals, like Timewarp & Awakenings. Each gig is not just a performance; it’s a communion with the audien- ce, a moment where she shares her passion and energy. The high-pressure environments of the- se festivals have not only shaped her sound but also deepened her connection with fans, trans- forming her sets into cathartic experiences. Lee Ann Roberts’ music is more than just a collection of beats; it is a heartfelt expression of who she is, inviting everyone to lose themselves in the mo- ment alongside her.
The Emotional and Creative Journey Behind ‘Always In Flux’
At the heart of Lee Ann’s latest EP, Always In Flux, lies a narrative of transformation and reflection. Each track serves as a snapshot of her life—a personal diary set to music. In crafting this co- llection, she delved deep into her own emotional landscape, revealing the highs and lows that sha- pe her existence.
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“My ‘Always In Flux’ EP has been a very personal journey for me. Each track feels like a snapshot of a different moment in my life, whether it’s a high point or a struggle and the creative process was really about tapping into those raw emotions”.
The EP encapsulates both the beauty and com- plexity of relationships, It’s a striking reminder of how art can act as a vessel for healing and ca- tharsis.
“The creative process was all about experimen- tation and pushing boundaries within the techno space. Working in Ableton gives me the freedom to dive deep into sound design, and that’s really where this project started. I spent a lot of time crafting and manipulating textures, building la- yers and exploring different rhythms to create so- mething that felt both hypnotic and dynamic but still very powerful”.
“As for the inspiration behind the tracks, they come from a mix of experiences, mostly after my Mother’s passing. Some are rooted in relationships, both the beautiful and the complicated parts of them. There’s a lot of introspection, but also hope and a sense of moving forward”.
Through hours spent experimenting with sound design in Ableton, she conjures textures that feel both hypnotic and invigorating. Her desire to create music that captures the essence of raw emotion reflects a philosophical belief that sound has the power to transcend language, allowing listeners to connect on a profound level. As she describes her tracks, they emerge not just as compositions but as emotional journeys—each note a step toward understanding, each beat a heartbeat of shared experience.
FASHION MEETS MUSIC: THE SUC- CESS OF NOWNOW’S MERCHANDISE
The launch of NowNow Records’ first merchandise collection marks a significant milestone for Lee Ann, intertwining her passion for fashion with her musical vision. Drawing from her previous career in fashion, she envisioned a line that would serve as an extension of her artistic identity. The rapid sell-out of the collection underscores a deeper connection with her audience—a shared commit- ment to the music and the lifestyle it embodies.
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