ASH

Beijing raised, NYC-based artist ASH has just dropped her debut EP Holding Water.

Combining elements of alternative r&b, rock and neo-soul, the 7-track EP was entirely written/produced by ASH herself. With the help of Zach Giberson on one of the tracks; and the help of mixing engineer, Jeff Ellis, the artist created an atmospheric and mesmerizing project.
It is definitely one of the coolest projects I’ve heard this year. ASH is a complete artist and this whole project brilliantly showcases her talents. From the music to the visuals. ASH is a name you have to remember.
Holding Water is now available worldwide !

Hi ASH, how are you? What's your story?

I’m well, thank you for having me! I’m ASH and I’m a singer, songwriter, and producer from Beijing. I’ve just released my very first EP called “Holding Water”, written and produced by me. 


Do you remember your earliest musical memory?

Probably learning the song and dance for my preschool performance. I just remember being so determined to do it right and they ended up putting me front and center. When I think about how much music and performing is my calling I just think of that story!


What did you grow up listening to?

Growing up my all-time favorite artist was always Beyonce. Some of my mom’s favorite artists were ABBA, Norah Jones, and Aretha Franklin so those are also some of the first artists I came into contact with as a kid. I also listened to The Beatles a lot growing up with my cousins, we used to know all the lyrics.


When did you know you had to be an artist and release your original music?

The pandemic came at the end of my third year in college and I decided to take a gap year back home in Beijing before returning for my last year. I liked what I had been studying to do up to that point but I wasn’t driven by it and the pandemic really forced me to be honest with myself for the first time in a long time. I I knew deep down since I was a kid that I always wanted to do music so, finally having the time and energy in my gap year, I knew that if I didn’t try I would forever regret it. It just completely sparked a new passion and determination in me and that’s how I knew it was the path I had to pursue. I applied to do my masters in music to get the foundation I wanted and have been just learning and creating music since!


Who was the first person to ever believe in you?

This question really made me think for a second, because looking back since I was a kid, I feel like people always kind of believed in me. I was always thriving in any performance or music-related activity but at some point growing up I also knew music wasn’t realistic so I just didn’t really entertain it. When I actually came back around to deciding I wanted to pursue it seriously, it was after having had a lot of non-music experience and with a new passion. I just needed to learn and grow a bit in order to fulfill my potential.


You've just released your debut EP Holding Water - how does it feel like to release this first project?

It feels really freeing! I feel like I’ve been on the precipice of my music career for a while and this project has been four years in the making. As a first project, I really wanted to capture the first chapter of my life and I can’t wait to share those stories. Once it’s out, I can also get more excited about what’s to come after and continue to develop my sound and style as an artist. 

Could you describe the songwriting/production process behind this project? When did you start working on it? Who helped you create it?

The first track I wrote and produced for the project was my first single “Infatuated”, which was in 2020. Since I was teaching myself production and really diving into making music for the first time, it was also a learning experience for me on what my creative process could be like. In terms of logistics and order, each song is different, but the main thing I’ve learned is that I tend to look for an emotional core first, then build the sonic world around that. Each song can be about an emotion that has passed through me for a single second, but if I can tap into that, I can create a whole world of it through a song. I wanted each song in this project to allow you to sit in some of these winding, turbulent emotions, each one being its own distinct energy and lesson. The people who helped me create this project were all so great at stepping into that bubble and understanding how to cultivate this emotional essence of each song, like my co-producer on one of the tracks Zach Giberson, and my mixing engineer on the whole project Grammy-winning mixer Jeff Ellis.



What different topics are you talking about on this EP? What's the story behind each song?

Beginning this project in 2020 came at a time when I was able to step back and tend to my soul the way I always needed to through music. I leaned into writing and producing to release old knots. I learned that letting go of emotional agency was the only thing that could create space for the mental freedom I really craved. Each of these songs is something I'd been holding onto released back into the universe. ‘Holding Water’ is the moment in time where you have the mirrored sky in your hands, before it inevitably falls away. This project taps into my moody ponderings on emotion through a learning of transience and acceptance.


What can you tell us about the visual for "Reverse Psychology"? What was the inspiration?

“Reverse Psychology” is an introspection into the inner workings of two people undeniably falling apart and for the visual I wanted to capture the emotional stuffiness and release of those final moments of a relationship. I was in a place where I felt so suffocated by my situation pretending to hold it together, but when I finally was honest with myself, it was the most exhilarating downpour of emotional release, followed by a lightness I had forgotten existed. The rain room set, delicately colored creative direction, and fluid choreography really brought this story to life.

What did you feel when recording "Holding Water"?

I guess I’d say “open”. It was my first recording experience and I did it all alone in my little home studio so I had no expectations about the process whatsoever. I think that really allowed me to just explore the process of recording, which is why I felt open. It was a very open and malleable process. I was figuring out how I wanted to record things as I went, which kept me really receptive to learning about what I found enjoyable and what worked for me.


What biggest challenges did you have to overcome while working on this whole EP?

I honestly can’t even pinpoint specific challenges to answer this. Like I said, I feel like I really approached this whole project as such a novel learning experience, so I don’t have a benchmark of ease or difficulty to compare to. I think it was all just a completely new challenge in every way so I just focused on figuring it all out until I was satisfied with the results. So a challenge that also came with that was learning the bounds of my perfectionism and how it interacted with ability to create.

And any favorite memories from the making of this EP?

So much of the making of this EP is me, alone, in the middle of the night in my little home studio – which is an ideal state for me – but I must say some of my favorite memories from the making of this EP are the collaborative experiences I had. There wasn’t a single session I had with my co-producers or mixer that I didn’t learn a lot from, both skill-wise and creatively. There’s endless inspiration that can be found in collaboration and I love that I was able to learn that through these experiences in the making of this EP.


What's your goal for this EP? What message do you want to deliver through this EP?

My goal for this EP is for it to serve as an entrance into my world and how my artistry will continue to develop from here. I hope each track gives a window into different facets of my style and sound and I can’t wait to continue sharing my creative expression through future projects. Through this EP, I want to establish myself as a new artist you’d want to tune into.


What can you tell us about the artwork?

The artwork is by Shuhua Xiong, a Chinese artist I’d been following for a while. I’m so happy that we were able to work together on this concept and she harnessed her soft, surreal style to bring it to life. I’ve also always loved her use of color in its subtleties and I think she brought that beautifully to this cover. I love how the artwork captures the transience of both water and emotion so delicately. 


Could you list a few records that influenced the music you are making today?

“Wading” by Jhene Aiko, “I Wanna Be Yours” by Arctic Monkeys, “Sierra Leone” by Frank Ocean, “Tears In The Club” by FKA twigs, “Ghost In The Machine” by SZA.

As an artist, what is the hardest part? And what is the best part?

I guess the hardest part would be that I become very withdrawn when I’m making music. I make a little cocoon for myself in my studio where I can be in the zone and just work away at my stuff, but I definitely get too antisocial. It’s all about balance but I’d say that’s been the hardest balance to find cause it’s just so easy to stay home and work. The best part is everything else. I’m just grateful I get to do what I love and get better at it each day. And I’m grateful other people connect with it.


What are your thoughts on today's music industry? If you could change one thing, what would it be?

I think it’s a great time in the history of music to be an independent artist with access to distribution and social media marketing. It really allows artists to have a lot more control over their work and also allows for more creative freedom because people are always exploring their niches. With this ease of access to so much music though, I do wish that streams and selling records could be profitable for artists again. We’ve gotten too used to records being an intangible thing and take for granted the amount of work that goes into being a recording artist. 


In your opinion, what would make the world a BETTER place? 

I think the world would be a better place if people connected with nature more. We’re so distanced from it now and I feel like it just makes everyone depressed and anxious, which causes all our other problems. I feel like anytime we do get in touch with nature it puts all humanly things into perspective and allows us to be far more appreciative of the things that connect us as living beings. I think music is a big part of that because it’s a connection with our sense of sound that is innate to everyone. 






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