Kelela, the genre-bending R&B artist, has released her third studio album, New Avatar, which marks a bold shift toward shoegaze and rock influences while maintaining her signature soulful vocals. The album, out now, explores themes of renewal, defiance, and Black queer feminism.
A New Sonic Direction
Unlike her previous electronic and R&B-focused work, New Avatar features guitar-driven tracks with reverb-laden vocals. Kelela drew from her “White Bag” playlist—music she was told was “white music” but loved—and aimed for a ratio of “two-thirds guitar, one-third dance music.” The result is a seamless blend of genres, as heard in tracks like “Linknb” and the closing ballad “If We Meet Again.”
“I never made Raven as a bring-in record,” Kelela reflects on her 2023 mixtape. “That was for people who were already here. New Avatar is different—it’s more ambitious and self-assured.”
Activism and Speaking Out
Kelela has been outspoken on political issues, including the war in Gaza. Last year, she joined over 400 artists in the “No Music For Genocide” campaign, withdrawing her music from Israeli streaming services. She also cut ties with a collaborator who did not share her values and lost a brand partnership after speaking out. “After I said something they were like, actually, don’t worry about it,” she says, adding that she didn’t have to repay the money.
“The intersections that I have to deal with actually provide me with more mental fortitude and clarity around what’s happening,” Kelela explains. “Part of my talent is my ability to hone in on a nuanced reality.”
Fan Engagement and Viral Moments
Kelela’s fanbase has grown increasingly creative, with viral tributes and parodies of her music. “If there were a fan competition amongst artists, I feel like I would win,” she jokes. One notable clip syncs her track “idea 1” to a 90s RuPaul strut, while another shows her blowing kisses to a crowd in Soho, New York.
PinkPantheress, who features on Kelela’s single “The Bridge,” praises her influence: “Her work has widened the market and opened doors for other Black female electronic/pop artists. Because of her, we have more room to experiment.”
Collaborative Process
For New Avatar, Kelela worked with a core team including producers Oscar Scheller and Asma Maroof, artistic director Mischa Notcutt, and painter Janiva Ellis. Ellis, whose work often depicts Black characters in surreal, doom-laden landscapes, co-wrote two tracks, including “Idea 1,” inspired by Octavia Butler’s The Parable of the Sower. “She articulates the read of the world that we’re living through,” Kelela says. “Our ethics line up. We want to challenge systems that make us suffer, so we can find renewal despite the bullshit we navigate as Black women.”
Staying True to Her Vision
Despite growing fame, Kelela remains focused on artistic integrity over commercial success. “In the beginning, I thought I wanted a massive career, but then I realized I just want to make avant-garde music,” she says. “That’s the delicious thing, the juicy thing.”
