Kelela’s Artistic Evolution: From Underground R&B to the Experimental Sound of ‘New Avatar’

Kelela, the genre-defying musician known for blending R&B with experimental electronic textures, continues to reshape her creative identity with her third studio album, New Avatar. Drawing from a diverse sonic palette that incorporates shoegaze-inspired reverb and bracing rock elements, the singer is navigating a career marked by both viral social media recognition and a steadfast commitment to avant-garde artistic expression. Her work remains rooted in a Black queer feminist vision, balancing a growing public profile with a deliberate focus on sonic experimentation.

The Creative Shift Toward ‘New Avatar’

Kelela’s latest project represents a departure from her earlier, strictly electronic-focused releases. While she gained significant acclaim for 2013’s Cut 4 Me and 2017’s Take Me Apart, New Avatar leans heavily into guitar-driven arrangements. The singer’s history with indie rock—specifically her time in the Washington D.C.-based band Dizzy Spells—provided an early foundation for this shift. According to the artist, her creative process for this record involved a “White Bag” playlist, consisting of music she previously associated with white artists that she personally admired, coupled with a goal of achieving a ratio of two-thirds guitar to one-third dance music.

The album benefits from a core group of collaborators, including producers Oscar Scheller and Asma Maroof, as well as creative direction from Mischa Notcutt and the visual influence of painter Janiva Ellis. This team has helped Kelela refine her vision, moving past the “rustiness” she associated with the production of her previous album, Raven, which she described as being hindered by broader social pressures and systemic alienation.

Artistic Collaboration and Visual Storytelling

A significant aspect of the New Avatar era is the interdisciplinary dialogue between Kelela and visual artist Janiva Ellis. Their collaboration on the track “Idea 1” was directly influenced by Octavia Butler’s dystopian novel, The Parable of the Sower. The song captures the anxiety of maintaining a personal relationship against a backdrop of societal disintegration. As Kelela noted, her partnership with Ellis is built on shared ethics regarding the preservation of humanity and the necessity of challenging systems that cause suffering for Black women.

PinkPantheress, who appears on the single “The Bridge,” noted that Kelela’s consistent ability to push boundaries and experiment with electronic sounds has opened doors for other Black female artists, allowing them to move beyond the status quo.

Professional Integrity and Industry Stance

Kelela has maintained a consistent record of taking public stances on social and political issues, often at the risk of commercial opportunities. In 2023, she joined over 400 artists in the “No Music For Genocide” campaign, which saw musicians withdrawing their catalogs from Israeli streaming services. The artist confirmed that her vocal advocacy has led to the cancellation of brand partnerships, noting that some companies opted to end agreements after she spoke out on specific issues. Despite these professional setbacks, she emphasizes that her focus remains on the “nuanced reality” of her work rather than chasing mainstream commercial metrics.

Key Takeaways

• Genre Fusion: New Avatar marks a transition toward a guitar-forward sound, integrating shoegaze and rock influences with her signature R&B and club music background.
• Collaborative Vision: The album was shaped by a consistent creative team, including producer Oscar Scheller and visual artist Janiva Ellis, to ensure a conceptually tight project.
• Artistic Purpose: Kelela prioritizes avant-garde experimentation over traditional commercial success, viewing her work as a vehicle for exploring Black queer feminist perspectives.
• Social Advocacy: The singer has demonstrated a willingness to sacrifice corporate partnerships to remain aligned with her personal ethics, including her participation in the “No Music For Genocide” movement.

Frequently Asked Questions

What is the primary sound of New Avatar?

The album features a blend of silky, hook-laden R&B vocals filtered through shoegaze reverb, heavy guitar loops, and electronic dance beats.

How has Kelela’s musical background influenced her current work?

Her early experience in the indie rock band Dizzy Spells and her interest in progressive metal guitar structures helped her develop an affinity for complex, non-traditional sonic landscapes.

Who are the primary collaborators on this album?

The project features production from Oscar Scheller and Asma Maroof, along with creative input from artistic director Mischa Notcutt and painter Janiva Ellis.