SXSW Artist Spotlight: Amber Jaii

360°Sound caught up with Amber Jaii, a multidisciplinary artist, producer, and DJ. The Detroit native creates high-energy music rooted in confidence and self-expression, and her genre-blending performances entice audiences to move freely and be unapologetically themselves.

Amber Jaii will be performing at Wanderlust Wine Co. in downtown Austin on March 15 as part of the CareFreeBlackGirl SXSW official showcase. In this exclusive interview, Amber Jaii talks about being influenced by the house music of the Motor City, her inspirational single “BEWHOUR,” and why you don’t want to miss her live show.

Editor’s Note: This Q&A has been edited for length and clarity. Scroll to the bottom to view the full video interview on our YouTube channel @360degreesound.

360°Sound: You are a multi-hyphenate artist – singer, rapper, producer, DJ, radio host, content creator, etc. Have you always had a creative spirit?

Amber Jaii: I have. I’ve always been in front of the camera, even back when they had those VHS cameras. I was always into art. My favorite classes were always the art classes. In ninth grade, I got into a theater program. I love art, music, and fashion.

How did growing up in Detroit shape you and the music you make?

Detroit had more of an impact on me and my music than I even knew for a long time. Once I moved to Atlanta and started in radio, I noticed that the culture was super different. I come from techno and house. Our DJs make their own mixes, which is basically what they call mash-ups nowadays. We’ve had DJs creating their own production, and then mashing up three, four different songs.

Detroit has some of the best DJs, especially radio DJs. Detroit has top-tier radio DJs. I think that helped shape me. When I moved to Georgia and I started to create music, I would tell the production team I was working with the type of things I wanted to make. And a lot of people were like, “What do you mean house music? Who does that?” I’d be introducing them. I’d go on YouTube and find old radio mixes. We created my HouseLoveRage project, which has a lot of alternative-infused sounds.

And then, when I moved to L.A., it was more dance out there. I’d be introducing the house sound and meshing the rap with it because I was in Atlanta for so long. It’s still real rap in Detroit as well. So, just meshing all that together and creating my own little melting pot of music.

Your new single is called “BEWHOUR (AFFIRMATIONS).” Tell us about the inspiration for that track.

I had released HouseLoveRage, which was more dance and alternative. For “BEWHOUR,” my next release, I wanted to incorporate more of who I am. I’m a big sister of eight humans. I’m big on inspiring, motivating, and working with the youth. I mentored a lot of up-and-coming DJs and artists. I have a soft spot for helping people and motivating them to grow and be their best selves and have confidence. Just be who you are.

Waking up and not questioning who you are, waking up and not comparing yourself, waking up and just living your truth. I feel like you can restart your life at any time. So, if you want to go back to school, or you want to change your career, or you want to leave a relationship, or you want to move to a new city, whatever you want to do, you do it. Continue to be great.

I wanted to bring out my affirmations: I am one. I am great. I am whole. Just things that we can all say. Are you one with yourself and one with the universe? I wanted to incorporate that, and then I wrote and directed the music video. We had a little acting part where I had a child actress, and I was just motivating her to be the singer that she wanted to be. That’s my favorite video, aside from “Fierced,” because I had her there, and I was able to guide her and see her smile. I saw some of her vision come out because she wants to be a singer/actress. It was just a heartwarming thing for me. “BEWHOUR” will always be in my heart.

Another song of yours is “MoshPit.” I associate mosh pits with punk and metal, but I imagine it’s a great club song as well.

It’s my alternative record. I’ll definitely be performing that at SXSW. “MoshPit” is one of my OG records. I did that back during the pandemic. It was like 7 a.m., and we were in the studio. I was jumping on the couch, just trying to find that sound. I had so many house sounds that I liked, but I knew that I couldn’t come out with a straight house record. I’m living in Atlanta. These people don’t even know what house music is. I wanted to incorporate something people would relate to.

I’m still an alternative girl. I’m more than just a rap girl. I had to bring in some craziness and energy and go deeper than just rapping. I wanted to bring an experience. I knew it would go crazy at a show. I wanted to see people jumping around, and I wanted to jump around myself.

What should SXSW attendees expect from your live show?

You have to come to an Amber Jaii show because we are gonna rock out every single time. I’m coming with surprises every single time. And it’s gonna be memorable every single time. Come see me. It’s gonna be a vibe.

Check out the full video interview on our YouTube channel, @360degreesound: