Grimes: âI always feel weird selling artâ
Sheâs the pink-haired fury signed to Jay Zâs label but Grimes â aka Claire Boucher â doesnât want to break musicâs mainstream. Instead the alt-pop star is resurrecting the art of DIY recording and wooing fashionâs power players in the process.
Grimes is bouncing between the bed and the floor of a nondescript Berlin hotel room, laptop in hand, her oversized purple shirt flapping as she stalks the room in search of better Wi-Fi. From her screen, my pixelated face stares back at her. âWe could try the Skype call without video,â I garble. âWe need video,â says the Canadian musician, settling into a lotus position on the floor. âI need peopleâs mouths moving, otherwise I canât understand what theyâre saying.â Dressed down in sweatpants, her bleached-blonde hair tied up in a topknot, she swims into view. This is what a night off looks like. âIâm just wearing pyjamas. Jesus, Iâm not even wearing underwear.â
Grimes â Claire Boucher to family and friends â is wound tight as a spring after a 28-hour flight from Melbourne. Itâs been a whirlwind few months. The release of her album Art Angels last November catapulted the 27-year-old from queen of the indie scene to mainstream stardom, scooping NMEâs Album of the Year with its otherworldly synth hooks and infectious beats â think Kate Bush meets LCD Soundsystem, with a side of J-pop thrown in. Sheâs been signed to management at Jay Zâs Roc Nation since 2013, where her stablemates include Rihanna and Kanye West. Sheâs also been on a headline tour since September, ticking off the US, Japan, South Korea, New Zealand and Australia, with a European leg that takes in a sold-out Brixton show next month. Elton John recently ranked her alongside Ed Sheeran as one of the young artists he most admires.
The fashion world has embraced her with similar enthusiasm: Louis Vuittonâs Nicolas Ghesquière used her to soundtrack his A/W 2015 show; Karl Lagerfeld dressed her in Chanel for the 2013 Met Gala; Donatella Versace has named her as one of her favourite artists and invited her to play at her Versus Versace parties. Not that all this commercial recognition has compromised her artistic integrity. A quintessential indie auteur, she still records for the small independent label 4AD, writing and producing her own work, playing all her own instruments. When she and her âpeopleâ clashed over her unshaved armpits in a round of press photos last year (she wanted them in; they didnât), it was âBig Jayâ who signed them off. âHeâs pretty open-minded,â says Grimes, a just-discernible lisp on the âsâ. âThe company is really into artistic freedom. I think heâd feel horrified if he ever felt anyone at Roc Nation was not having freedom. And I think thatâs rad.â Â
She isnât used to the gravy train. âI always feel weird selling art,â she says, rushing to the door as a plate of vegan spaghetti arrives, wolfing it down between rapid-fire answers. âThe fact that Art Angels was going to cost $10 caused me so much stress,â she says. âItâs a good fire under my ass, though, to feel the pressure of not wanting to disappoint someone whoâs paid for something.â
I wonder if her leap into the cultural mainstream from indie musicâs left field gives her a different take on popâs top table. âThereâs always going to be the upper echelon. Thatâs where the money is,â she says. âI donât know if thatâs a bad or a good thing. Itâs never going to be perfect. Especially when youâve got people making money off it â I mean, itâs always going to be inherently f***ed as a machine.â Does she think the music industry is unrepresentative? âItâs hard to say. Indie music can be very white and very male, and at least in pop you have the BeyoncĂŠs and the Kendricks and the Taylors. With stuff like the Grammys, it has to be monetised otherwise it wouldnât exist.â
Grimes, who is of QuĂŠbĂŠcois, Ukrainian, Russian and Italian descent, lives in LA and grew up in Vancouver, the only girl out of five children. At 18 she began studying neuroscience at Montrealâs McGill University, with a minor in Russian language. Her success as a musician meant she began to miss classes and ultimately she was kicked out. Although her parents are divorced, itâs all happy families at home. âMost people have terrible step-parents, but both my step-parents are really f***ing cool.â She pauses. âI feel terrible saying this, but the divorce didnât really affect me. Maybe Iâm a sociopath.â But although the talent is genuine â genius, in fact â thereâs more to Grimes than meets the eye. âPeople see me as this pink-haired faerie girl,â she says. âBut Iâm pretty bro-y. I mostly wear trousers and I only realised the other day that concealer and foundation are different things.â
Her personal life is something thatâs ânot open to the publicâ â although sheâs said to be dating LA-based musician James Brooks. But for all her Versace trenchcoats and Dr Martens boots, the public gaze is not something she wears comfortably. âI think,â she hesitates, âI was always a very ugly person until recently. I had terrible hair and bad skin. So the whole thing is pretty odd.â Her image frowns in the centre of my screen as she struggles for the right words. âItâs just⌠my self-identity is so strongly based on my abilities as an artist and as a producer and an engineer, Iâm allergic to the idea of ever being evaluated on my physical appearance. When people are like: âMarry me, Grimesâ â Iâm like, AGHHHGH. Like I canât⌠itâs every day. Marry me, marry me. Itâs so weird.â
She used to be associated with drugs, telling the music publication CMJ that she was on them while producing her 2012 break-out album Visions. Since then sheâs been clean â and thatâs a point sheâs keen to drive home. âIâve had a couple of very close friends die related to complications due to drug abuse.â She pauses. âIt canât be part of my life any more. And I donât want it to be part of Grimes either, because whether I like it or not, people do what I do â or think what I do is cool. If you meet kids after a show and theyâre like, âYeah, Grimes, I want to do drugs with you.â Itâs f***ing scary when 13-year-olds are like that. Youâre like: âOh my God, Iâm like ruining the world.â â
When you scratch beneath the surface, her songs often bleed achingly sad, dressed up as upbeat techno pop. The video to her 2012 single âOblivionâ, which music magazine Pitchfork described as the song of the century so far, sees Grimes dance giddily among half-naked jocks and screaming crowds at an American football game. Itâs a haunting melody with the bittersweet refrain âSee you on a dark nightâ, but itâs not one of lost love. The song was inspired by an assault she suffered, which left her terrified of men. She pauses as she tells the story: âI was just a bit shell-shocked, I think. I feel like making a video was cathartic, like doing a voyeuristic thing in a traditionally masculine space.â
Grimes is as tough as the combat boots she rocks. But occasionally she lets her vulnerability creep in. BeyoncĂŠâs Super Bowl-stealing show was âpunk as f***â. Has she met her? âOnce or twice. I donât like meeting my heroes, though. You have to be cool. You donât want to say dumb shit to BeyoncĂŠ.â Itâs another âpunkâ sheâs looking forward to meeting in London. âI love Jme so much,â she gushes about the London grime MC. âIt think his name sounds rad.â Sheâs a huge fan of the capitalâs grime scene. Her own nom de guerre is â you guessed it â taken from the genre. She stumbled across it in the early days as she tried to define her sound on her Myspace profile. âItâs like the new punk. Jme doesnât even have a label or a publicist. I think he does his own videos, too. I really feel akin.â
Then thereâs that darkness to Grimes that glints beneath that whip-smart frenetic exterior. She struggles to sleep after shows and has taken to using a skipping rope before them to burn off energy. âI have terrible insomnia. I stay up all night and just worry. You get sick, because if youâre only sleeping two or three hours a night, you just do.â What does she want to do when she quits? âOh, I would never retire,â she grins, a heavy, drawn-out beat falling on the last syllable. âIâd rather just die than not have anything to do. But Iâd like to have a big bookshelf. Comics â and all sorts.â She sighs. âI just want to sit in a dark room and make beats, and people see me as this elfin princess.â Grimes is right â she does need video. This girl shines so bright she needs to be seen to be believed.
Grimesâ Brixton Academy show is on 10 March. Her album Art Angels is out now