Joya Mooi recently sat down with Finessed Media to discuss her latest single, ‘Poster Child,’ and the cultural and personal influences that shaped her upcoming EP. Drawing deeply from her South African heritage, Joya’s music weaves together introspection and celebration, capturing the complexities of life's journey. Her new work promises to resonate with fans, offering a poignant exploration of identity, history, and resilience.

‘Poster Child’ draws inspiration from Nola Hatterman’s 1930 painting ‘Op het Terras,’ continuing the famous quote “life imitates art” from Oscar Wilde. Reflecting on the song, Joya explains, “While I've previously penned songs about art, this particular piece made me think about all the people we gaze at in museums, yet know so little about. The song reflects on Lou Drenthe. Did he ever know he got mistaken for someone else in this painting?” ‘Poster Child’ captures the essence of feeling unnoticed or unrecognized for who we truly are, echoing the untold stories of those often forgotten in history.

Joya’s upcoming EP tells a story of transition as she balances the weight of history and personal boundaries with a mixture of joyful moments in life – embracing daily life. Each track on the EP serves as a narrative thread, intertwining personal introspection with broader historical reflections. Collective human experiences are told through a mosaic of stories, offering an intimate escape and a celebration of strength found only through vulnerability.

Reflecting on her career, Joya expresses immense gratitude for her journey. “I think that I've always made music from an authentic place. I write about what I care about, and a lot of listeners have shared that my music brings them solace. But of course, my first billboard in Times Square was amazing! I never expected Spotify to give me that huge platform, so that's something I'm grateful for.”

Resilience, another significant theme in her work, is something Joya has embraced over time. “Being resilient is not something I would aim for, but I have learned that I am. To embrace my emotions; the good, the bad, the ugly. I've even written an EP about the loss of my brother. I think many people find pride in being numb or careless. But I crave moments that are vulnerable and introspective.”

For women in the music industry, Joya offers a message of resilience and community. “The music industry can be challenging, but staying true to your artistic vision and maintaining a positive outlook is crucial. Focus on your intention and strive to grow continuously. And reach out for help; it's not possible to do it alone! Make connections, receive feedback, and celebrate together, of course!”

For more on Joya and her upcoming EP , read our interview below:

The following interview has been slightly edited for context and clarity:

Daniel: What can your fans expect from your upcoming EP and what are you most excited for? 

Joya Mooi: They can expect some deep dives into stories that have captivated me. I love to shine light on stories that are unknown to me and celebrate them. I think the EP really has become a joyous record and I hope people are gonna feel seen by me creating this.

Talk to me about your lead single ‘Poster Child’ what inspired you to create this record and why did you choose it to be the lead single for your upcoming EP 

I think the story behind Poster Child is so incredible! It's inspired by a portrait of a Black man, who migrated to the Netherlands from Suriname and ended up on an iconic art piece - but never saw it in a museum. "Op het Terras" was recently also part of the exhibition The Harlem Renaissance and Transatlantic Modernism in NY. His family found out only recently about the existence of this painting. It's about pride, overcoming. I think this story is telling for how often Black history is hidden in Europe and the US.

What are some of the challenges you faced while creating your next EP and how did you overcome them? 

I think I've always struggled a bit with claiming space: is what I say really that important to put on a record? And practically it was ambitious to create this in Amsterdam, Joburg and Copenhagen - but I think it really paid off.

For anyone new, who is Joya Mooi and how did you get to this point in your career? 

I'm a singer, writer. I'm obsessed about big feelings and identity. I really had to overcome my shyness to become a singer - but now I really can't stop writing songs. It's how I process life. I think I make honest music about social and personal matters and for some people that really resonates. I've toured in the Netherlands, South Africa and last year I did my first shows in Paris and London.

How important is representation to you and how do you plan to showcase that importance through your art? 

I think representation is one of the main theme's of my work. Since my parents migrated, the sense of (not) belonging has been there for my entire life. And I think knowing that you have a place, history and a future is so important. It's probably the reason I've started writing in the first place.

Your upcoming EP will touch on identity. For yourself how has creating this EP help you learn more about your own identity and how would you like for your music to help others also explore their own identity?

I write about the things I care about; identity, heritage and spirituality. I hope I am very much a: 'what you see is what you get' kind of artist. The topics I discuss might not resonate with everyone, but that's not my aim. My goal is to be vulnerable and open, hoping that my music can help others on their own journeys of self-discovery.

Resilience is another topic which you touch on. Talk to me more about that? 

Being resilient is not something I would aim for, but i have learned that I am. To embrace my emotions; the good, the bad, the ugly. I've have even wrote an Ep about the loss of my brother. I think many people find pride in being numb or careless. But I crave moments that are vulnerable and introspective.

For our audience ,explain the beauty of South African heritage. 

South Africa is truly inspiring. Our nation had to deal with an intense past, and I think that has really shaped our identity, our authentic self-expression, and especially our humor. I think the many traditions that exists within groups (I'm Tswana) makes SA very diverse with amazing music scenes, writers and thinkers.

Looking back at your career, what are you most grateful for? 

I think that I've always made music from an authentic place. I write about what I care about; and a lot of listeners have shared that my music brings them solace. but of course my first billboard in TimeSquare was amazing haha! I never expected Spotify to give my that huge platform, so that's something I'm grateful for.

For women in the music industry, what message of inspiration would you like to share? 

The music industry can be challenging, but staying true to your artistic vision and maintaining a positive outlook is crucial. Focus on your intention and strive to grow continuously. And reach out for help, it's not possible to do it alone! To make connections, receive feedback and to celebrate together of course!

For your fans what message of encouragement would you like to share with them? 

You matter! your feelings are valid, you're lovely and hope you know that