Written for Influencer Intelligence
This week, we spoke to our One To Watch, Joy Crookes, the 19-year-old singer-songwriter from South London who is making waves in the music industry with her unique R&B sound, described as Amy Winehouse meets Lauryn Hill. Joy has a huge 35.26% engagement rate on YouTube and claims the likes of Riz Ahmed, Lily Allen and Maverick Sabre in her influencer network.
We caught up with the rising star to talk about alternative careers, go-to beauty products and learning to say no...
You released your EP, Reminiscence in January - What is your favourite track from it, and what was the inspiration behind it?
I don’t really have a favourite track. The track that sits close to my heart is ‘For A Minute’ which is about growing up in an area that was deemed as a ‘shit hole’ by the rest of the city. For some reason, I still think it’s one of the most beautiful places in the world. And that was the motivation of the song - not everyone grows up in West Kensington with birds chirping out your window but “it’s not about where we’re living, make the most for a minute”.
Biggest career highlight so far?
I think I’ve had a few highlights and I wouldn’t want to put one over the other as they’ve all been so different, but recently when I sold out Jazz Cafe in 30 minutes, I had a little cry. I lost a close family member last year and I couldn’t really get my head around them not being here to celebrate it with me. It’s a venue I’ve been going to for years, has had my favourite bands and artists play there and so to headline it - as opposed to even selling it out so quickly - was so humbling and motivating for me.
In another life if you weren't a singer, what would you be?
A professional pool player. Or river-dancer.
What kinds of projects or campaigns are you interested in being a part of?
Anything that fits what I believe in, really. Provided the project or campaign is ethical and I feel I can bring a voice to it, then I’d love to be part of it. I’m not really the type to involve myself in things I don’t really believe in - regardless if there’s money involved, etc. I’m a musician and I’m lucky to be one - I have to use my voice wisely.
What causes are you most passionate about?
Treating your neighbour the way you would want to be treated. Respect. And that plays out in so many issues in today’s society - the gender pay gap, the Rohingya refugees, poverty. I just want people to be treated for who they are, not judged or stereotyped and give them a space to be heard.
Is there a fashion or beauty product you can't live without?
I can't live without my cocoa butter Palmer's lip balm. It's an integral beauty product - free of crusty lips forever. As for fashion, it would have to be jewellery. I love Shami Official, which is an online site and other places such as pawn shops and small boutiques.
If you could go back in time and give your younger self a message, what would you say?
Learn to say no. Stick to your instinct - it’s there for a reason.
What social media platform are you most addicted to?
Probably Instagram. F*ck dopamine.
What does the term influencer mean to you?
I just think ‘millennials’ when I hear that word.
Tell us about an account we might be surprised to hear you follow?
Gluten Free Brummie. I’m gluten intolerant. I also like food.
Which TV show are you binging right now?
Jane the Virgin.
What are 3 things that most people wouldn't know about you?
I'm pretttyyyy low key
I'm a grade 10 Irish dancer
I'm the least confrontational person in the world, until you bad-mouth one of my friends.
What inspires you?
People inspire me. Corny, I know. I just love talking to people, any chance I get. Sharing stories, experiences, highs and lows. It’s so inspiring and it always feeds my subconscious with songs.
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