Laufey discusses reviving jazz and her artistic evolution
Icelandic jazz-pop artist Laufey Jónsdóttir has reflected on a remarkable year in her career, highlighting her efforts to revive jazz through a modern lens and sharing insights into the creative process behind her music and videos. Known for blending classic jazz vocals with contemporary songwriting, Laufey discusses reviving jazz by infusing it with personal storytelling and diverse musical influences.
The music video that unleashed her primal side
One of the standout moments for Laufey was filming the music video for her song Mad Woman. The video features a striking scene where Laufey slaps actor Hudson Williams with a wet red snapper fish, an experience she describes as both cathartic and primal. The shoot took place in Los Angeles and included a 1960s aesthetic with a notable cast, such as Olympic medallist Alyssa Liu and singer Megan Skiendiel.
Laufey explained that the fish-slapping scene required multiple takes and involved improvised insults, allowing her to channel deep-seated emotions. Although she is not typically an angry person, the scene gave her a chance to express frustration and anger she had previously kept inside. She tapped into memories of feeling wronged in relationships, which helped her access a raw emotional state that contrasts with her usual musical style.
Musical style and career development
Laufey’s music is characterized by a fusion of jazz, pop, and classical elements. She developed her unique sound while studying at Berklee College of Music in Boston, drawing on her upbringing in Reykjavik where she learned piano and cello from a young age. Her influences include movie musicals and artists like Taylor Swift, which contribute to her blend of lush orchestrations and confessional lyrics.
Her debut song, Street by Street, was difficult to categorize into a single genre, leading her to label it as “singer-songwriter.” Laufey notes that while older audiences often try to define her music within traditional genres, her younger fans listen without such biases, embracing her multifaceted style. She feels fortunate that genre boundaries have loosened, allowing her to express different aspects of herself through her music.
Latest album and artistic challenges
Her latest album, A Matter of Time, released in August, explores the emotional trajectory of a relationship, marked by themes of anxiety and insecurity. The album incorporates a variety of sounds, from soul and Brazilian rhythms to discordant piano and strings, reflecting her willingness to push beyond conventional musical boundaries.
The album’s opening and closing tracks, including Sabotage, showcase a break from traditional jazz forms, with intentional imperfections and vocal cracks that reveal vulnerability. Laufey describes the album as a personal challenge to embrace fear and imperfection in her artistry.
She credits her classical training for instilling discipline but also acknowledges that it made her early experiences with love and life feel chaotic. Writing about relationships helps her process complex emotions and anxieties that she continues to navigate.
Expanding reach and audience connection
Following the album’s success, including winning a Grammy for Best Traditional Pop Vocal Album, Laufey has expanded her audience globally. She performed at Coachella and collaborated with the video game Fortnite, signaling her crossover appeal beyond traditional jazz circles.
Her sold-out shows at London’s O2 Arena demonstrated her ability to create immersive experiences, with fans dressing in period-inspired attire and engaging deeply with her music. Laufey reflects on how social media and globalization have allowed her to connect with fans worldwide, creating a unique community united by her music.
Looking back, Laufey recalls a moment six years ago when she wrote down her dream of making a living as an artist while sitting on a park bench in Boston Public Garden. She recently revisited that spot, reflecting on how far she has come and the ongoing excitement of her career’s momentum.
Despite the pressures of rising fame, Laufey embraces the continuous flow of new opportunities and experiences, including the memorable moment of slapping a man with a fish on camera, which remains a highlight of her artistic journey.