Please tell us your story! How did you get to where you are today?
In terms of music I’ve been doing music full time for about a year now but really dove head first into creating about 3 years ago. I’m someone that has never been afraid of a challenge which means I’m very hardworking and strong willed, I’ve done every job you could think of, from pretzel making to road marking and I was just never fulfilled enough. It was in university that my passion was rekindled. A close friend of mine would joke around and make beats and I spit some terribly written bars on them and genuinely it was through that fun silly process that I found my love for music. Comparing it to everything I was doing , my
job, my studies, I just felt so much more drawn to the unpredictable life of the creative. That’s where everything began, Covid19 hit badly in 2020 and the whole world went into lockdown and that lockdown truly changed the course of my life. I re-evaluated everything I was doing and found that I wasn’t happy with the people around me, the work I was doing, and the direction in which my life was heading. I’ve always been an extra girl, I needed an extra and unpredictable life and that’s exactly what propelled me into doing music. I graduated when things just started opening up again and was lucky enough to be put in touch with an amazing man, Abraham Kunin, who produced my debut EP. We continued that process of creating and I then met my Bigpop family though him and it’s been go, go, go ever since.
Why did you want to get into the music industry?
I thought I had something different to offer lol. I’m actually really grateful that 21 year old me was so ambitious because it takes a lot of guts to start something alone (with no guidance, no support) ; no friends in the industry, literally standing on pure delusion). I genuinely believed in myself so much that I thought “can do this impossible thing and it’ll be an exciting ride too”. If it wasn’t music, it would be somewhere else in the entertainment sector, creating and curating of some sort. I’ve always wanted to live an exciting life, to me working a job for the next 40 years until retirement sounds like hell, so what better than to make your life the job. When I write music I’m writing about my life, things I’ve seen, admired, found and lost, my art imitates my life and it’s a beautiful life I’ve chosen.
“I’ve always been an extra girl, I needed an extra and unpredictable life and that’s exactly what propelled me into doing music.”
For those who aren’t familiar with your music, how would you describe your art?
I would say my music is an alty, hip hop, rappety rap pop punk fusion of things lol but I always lean more on the hip hop side.
Have you had to overcome any challenges or adversity in your career, and if so, how did you approach them?
I’ve definitely had lessons I’ve had to learn during this journey. If I could tell Jujulipps from 3 years ago everything I know now she wouldn’t even be able to comprehend the growth. I’m happy to learn from my mistakes, and honestly, I try to go into everything prepared for most outcomes so even the challenging times don’t affect me too much. I think overall belief in oneself is so important. I can learn, unlearn and relearn, nothing is the be all and end all and as long as you’re open to growth and learning, any challenge that comes is already less of a problem.
“Tokenisation is a step behind diversity, its seeing the need for diversity and instead of fulfilling that need, they close that diversity box up by placing someone that fits the mould- meanwhile others may be missing out on opportunities once that box is ‘ticked.'”
Let’s talk about the highs vs the lows of your career. What is your greatest achievement? Are there any moments you would like to share that you learnt greatly from?
Probably winning the Taite Prize earlier this year for Best Independent Debut was the high and unfortunately the low, I made a mistake in my speech and it caused quite the uproar afterwards, I still don’t think I celebrated the win the way I would have wanted to because of the chaos caused. We live and we learn!
Who has been your biggest champion in your career?
My manager Helena Bakker – we’ve literally been through so much together, it’s not everyday you get to plan your career and travel the world with such an amazing friend. I’m very blessed my friend Caitland de Raadt, she’s not even in the same country but has been theeeee most supportive person from day one, she even has demos so horrific of me that I might hurt her if she ever were to release them (jokingly).
What is the best piece of life advice you’ve ever received?
Shade coming from a tree bearing absolutely no fruit, will never bother me bad associations spoil useful habits (religious trauma coming out lol but it was an amazing quote I’ve taken with me my whole life)
What would you tell your younger self if you could tell them anything?
Don’t you ever dim your light for these boring people.
“Shade coming from a tree bearing absolutely no fruit, will never bother me bad associations spoil useful habits.”
What have been your career highlights to date?
Performing on the biggest stages and arenas in New Zealand, finishing my SUPERSTAR EP (fully dropping in November this year). Travelling with revenue from our shows – real full circle moment & meeting Sudan Archives.
What has been your proudest achievement so far?
Travelling outside of the country for work. I used to dream about exciting moments like those.
“There’s something so moving about everyone having the same vision, in alignment and on the same path. Music gives us the opportunity to come together and share souls , it’s as old as time and brings out the most innate human factor – connection.”
What is your big picture career goal?
Create albums around the world, tour my own shows and the biggest festivals, as long as I’m happily creating with stability I’m happy. But I’m also very ambitious and hope Jujulipps will one day be a household name lol
Who are your role models in the industry be they local or international?
I don’t really have role models I have people whose art I love like Rico Nasty!
Who are your top 3 artists to watch?
Where are you based? What is the music industry like over there?
I’m based in Auckland, New Zealand, and the music scene is just starting up. I’d say, we’re a very young nation and it’s only in the last 30 or so years that I feel like the industry has truly blossomed. There are a lot of upcoming stars that are just building their grounding but yeah we’re very fresh in terms of hip hop specifically, I think it’s a great history to be a part of and I’m excited to see where we go from here.
What are examples of tough conversations that your local music industry isn’t having that it could greatly benefit from if confronted?
Oh most definitely diversity and inclusion, I think it’s something our industry does try to tackle, but being a colonised state we must try harder. I’d hope the NZ industry prioritising Tangata Whenua’s needs more than what is on display, but I know with our growing industry these conversations are always changing and flowing as they should be in this day and age.
Do you think your music industry is where it needs to be in regards to diversity? If yes or no, what would you like to see/have you seen?
We’ve always got work to do in terms of diversity. We live in a colonised nation therefore there will ALWAYS be work to do in order to close that gap. I’m glad the industry in NZ is having conversations and putting plans in place to make this happen (so much is happening behind the scenes).
“your favourite artist in the world struggles with imposter syndrome. It’s you verses you and you can’t let the little voice win.”
Why does representation matter?
Representation is everything, I wouldn’t be where I am without seeing a woman of colour in my position and that’s why it matters. It gives people will and drive to know that they can do it too.
What does true allyship look like to you?
Supporting the needs of the individuals at stake. Standing up when it’s needed and using your voice.
Have you always felt safe in the industry?
I’ve always felt safe around my people and my team and they go with me anywhere that seems fit. So I carry that safety net with me
What does a safespace look like to you?
A place where I can openly and freely be myself with no fear of judgement
What is tokenisation?
Tokenisation is a step behind diversity, its seeing the need for diversity and instead of fulfilling that need, they close that diversity box up by placing someone that fits the mould- meanwhile others may be missing out on opportunities once that box is ‘ticked.’
Music & activism have always gone hand in hand, when together it is powerful & influential? Why do you think that is so?
There’s something so moving about everyone having the same vision, in alignment and on the same path. Music gives us the opportunity to come together and share souls , it’s as old as time and brings out the most innate human factor – connection.
“I think overall belief in oneself is so important. I can learn, unlearn and relearn, nothing is the be all and end all and as long as you’re open to growth and learning, any challenge that comes is already less of a problem.”
Have you experienced discrimination within the industry?
I think discrimination comes in different forms and I’m so grateful that I’ve yet to blatantly experience a direct attack on my being. This is partly because of the amazing team that surrounds me. If we are talking about growing up in NZ in general, that’s a different story…
What was it like growing up & experiencing the industry outside looking in? Now that you’re in it, what has your experience been like?
I just didn’t understand anything about the industry until I took a step in. I’m grateful I’ve been surrounded by supportive men and women that really rally behind me as friends and mentors and my experience so far has been amazing.
Self identity & imposter syndrome are issues Women & GNC Folks in the industry struggle with. Have you faced this issue? If so/not, what tips can you give to encourage others to stand in their truth?
I’ve definitely struggled with imposter syndrome, and still do. I would say honestly, your favourite artist in the world struggles with imposter syndrome. It’s you verses you and you can’t let the little voice win.
We’re all out here trying, no need to focus on the fact that your brain is saying you don’t belong when you’re simply there to do what you do best and that’s to create.
Would you like to give a shout out to anyone in the industry on our platform?
My Bigpop whanau 100%. They have been the best team ever! Special shoutout to NZ on Air and the NZ Music Commission for the support they have given me throughout my career, it’s really been a blessing to have my industry back me in my endeavours.
What is the rest of 2024 looking like for you? Anything you can let us in on?
MY UPCOMING EP “SUPERSTAR” will be out in November hehe
Aside from that I have a busy time ahead- After travelling Europe this past September, I then will be travelling to Asia, and Australia later on in the year- a very full 2024
What does music mean to you?
It’s therapy, physical and mental. Honestly, I can’t describe how much we as humans need this.
What is your go to song for Karaoke?
Anything Whitney Houston – I love her!