Interview: Sevana On SXSW, Going Indie And Her International Journey
One of Jamaica’s brightest young stars, Sevana, has been making waves from the island to international markets lately. First, there was the release of her new single, Keep Going (Chosen), an inspiring self-empowering reggae R&B anthem that was well-received and even sparked discussions around deeper meanings within her wordplay. Shortly after, she performed in Beyonce’s own Texas for the first time at SXSW, an American music festival and conference, as part of the Caribbean ‘Island Wave’ showcase presented by Trindad’s Kalpee.
Just days before her debut SXSW performance, Sevana also announced that she would be joining this year’s Reggae Sumfest lineup. This is after blessing everybody with a stellar performance at Protoje’s annual “Lost In Time” festival, alongside some of the best talents that Jamaica has to offer.
Did we mention she is doing all of this as a newly independent artist? Eeee. While in Texas, DancehallMag got to chat with the rising reggae-R&B empress about her new music, her journey going independent and what it’s like taking her gifts from Westmoreland to Worldwide. Tap in.
Big up yourself on the SXSW showcase and your first time performing in Texas. What was that experience like and how did that come about?
It was really special, a large number of people followed me backstage to share how the performance impacted, I felt truly welcomed and appreciated. Came about through
‘Island Wave Stage’ pioneered by Kalpee and Ms. Vivianna. The emotive premise is to platform Caribbean artistes so that they can be seen and heard by the music industry’s best.
What have been some of your favorite places to tour internationally and why?
London, Texas, Switzerland, Amsterdam, NY cause dem vibesy and love music.
Respect! What are some of your favorite songs to perform live for a new audience to help them understand who you are as a women and an artist?
Lol I love performing Haul and Pull, If You Only Knew, Mango and Bit Too Shy — they show good range and are a lot of fun to sing at the same time.
Your songs tend to have an empowering message and your new song ‘Keep Going (Chosen)’ is one of them. During your SXSW performance you said you would try not to cry while singing and the lyrics had a powerful impact on the audience as well. What inspired that song and what makes it so dear to you?
Well, it’s the song I wrote to remind myself to keep going when I wanted to end it all.
You recently went independent after landing a label deal with RCA via Protoje’s InDiggNation collective. Many of your appearances and bookings have come since going indie, such as the COLORS, Bob Marley:One Love Movie and now Reggae Sumfest. What have been some of your challenges and successes since going independent and how do you maintain drive and momentum?
After establishing my label in 2022, everything is lead 100% by me, so I have to find the team member, then I have to delegate, I have to advocate for myself in the meetings with executives. I have to lead my team and there’s a real challenge in finding the right people to work with. I’ve been experiencing great successes in the way of connections I’ve been able to make and deals I’ve been able to negotiate.
Reggae has become somewhat of an umbrella genre with your music being classified by many as reggae R&B. You also found success with ‘Nobody Man’ which was heavily ‘inna dancehall style.’ What is the key to blending these native and global genres while staying true to your unique sound and heritage?
Response: Finding capable producers and musicians is key. Big up Pantha (UK), Kelsey Gonzales (LA) and JLL (Jamaica).
You’ve noted Anita Baker, Beyonce, Beres Hammond and Celine Dion as a few of your musical inspirations. What has it been like creating R&B, soul and pop music from Jamaica, which is primarily known for reggae and dancehall?
Well all of my music is Jamaican, it’s just that you can hear the different genre influences in my music which I think is beautiful. It feels like I’m creating a sound legacy.
If you could look back on your journey and give advice to young Anna back in Westmoreland just developing a love for music, what would that be?
Honestly? Everything in my song “Keep Going (Chosen)” <3
What’s next for Sevana and what do you hope fans gain from the new music?
More music, more collabs, want to evolve, want the people to get to know me a little better.
The music I’m releasing is my best so far and I want them to have fun with it and use it in the ways that’s most meaningful for them.