Q&A: Alicia Clara on SXSW, Her Evolving Sound, and the Realities of Being an Indie Musician
INTERVIEW
INTERVIEW
☆ BY SHERIDAN AGUILAR ☆
ALICIA CLARA IS EVOLVING AS AN ARTIST - Montréal-based singer-songwriter Alicia Clara has been making waves with her ethereal, genre-blending music, pulling from dream pop, folk, and shoegaze influences. Fresh off her performances at SXSW 2025, Clara sat down with The Luna Collective to reflect on her experience at the festival, the evolution of her sound, and the realities of being an independent artist.
Clara's 2021 debut EP, Outsider/Unusual, showcased her versatility as a songwriter. Tracks like "Hazemaze" echo classic '60s pop, while "Stones Like Eyes" infuses a swaggering funk undercurrent, and "Five" presents a gossamer ballad with poignant lyrics (Exclaim).
Now, Clara is shifting her sound to focus on blending dreamy folk elements with lush shoegaze textures and ambient atmospheres. Her new music is set to be released summer 2025.
Read below how Alicia Clara continues to push boundaries, crafting music that resonates with authenticity and emotional depth.
LUNA: Tell me about your SXSW experience! I know you had a couple of shows. How have things been so far?
CLARA: I played three shows, and it was good—not too exhausting. I played at Swan Dive on Thursday night, then a brunch show yesterday morning, and wrapped up at Hotel Vegas in the evening. Hotel Vegas was well attended, which was nice. I actually played there two years ago as well. This time, I’ve been focused on tightening my set with my band, and SXSW felt like the perfect place to test it out. Overall, a really positive experience!
LUNA: Were you able to catch any other shows or bands you liked?
CLARA: Yeah! The first day was a bit chaotic—I got stuck in traffic renting guitars, and my credit card got flagged for fraud, so I had to go back and get my guitarist to rent them instead. But once that was sorted, I finally got to enjoy the festival. Yesterday, after my sets, I saw hernewknife—so good, incredible. I also caught Mary in the Junkyard at Mohawk, which was great. Then there was this crazy band from Manchester called Maruja. And we saw our friends, Knitting, from Montréal. It was a really fun night! I’m hoping to see at least five shows today.
LUNA: Wow, that’s a packed day!
CLARA: Yeah, we’re leaving tomorrow, so I’m trying to make the most of it. That’s what SXSW is all about!
LUNA: It is! You mentioned playing here two years ago. Do you feel a difference between then and now?
CLARA: Definitely. Last time was more last-minute—I only played one show and wasn’t able to book anything else. I ended up spending almost a week here, thinking other shows might pop up. It felt more like a vacation because it was my first SXSW, and I was mostly hanging out, going to shows, and having drinks. This year, I came in with the goal of playing at least three shows, and I did it. It’s a good balance. Some people play eight shows, which seems exhausting. If I ever do that, I’ll need a system because even three shows in less than 24 hours was a lot.
LUNA: That makes sense! SXSW can be chaotic. I appreciate your honesty—being a musician isn’t all glamorous, right?
CLARA: Exactly. When I first decided I wanted to be a musician, I imagined this really glamorous life. Now I realize it’s a lot of carrying guitars in the heat and sweating through my clothes.
LUNA: So what did you play while you were here? Any new stuff?
CLARA: I barely play my old stuff anymore. I have an upcoming album dropping late summer. I started writing it four years ago, so some of these songs I’ve been playing live for two to three years now.
LUNA: Tell me about the writing process. It sounds like you’ve been sitting with these songs for a while.
CLARA: Up until recently, I would just let songs come to me as inspiration struck. I’m trying to move away from that and be more disciplined. It’s hard because I don’t have a specific process. This upcoming album was written over three years—I just kept what felt right. A lot of songs didn’t make the cut.
LUNA: How does this album compare to your previous work?
CLARA: It’s darker for sure. I recorded it with my guitarist Chris Steward, who’s also in Bodywash, a Montréal band with a shoegaze sound. There are more guitars with effects, but also wider atmospheric tracks—kind of folk-ambient in some moments. I struggle with genre because I’m interested in so many different sounds. This time, I’ve tried to blend them all into one record, so it’ll feel a little less “pop” than my past work.
LUNA: That sounds exciting! The shoegaze sound is really popular right now. What’s the Montréal music scene like?
CLARA: It’s great. We’re all friends, so anytime you go to a show, you see like 50 people you know. Sometimes it’s a reason to go out, even when I’m low on energy. There are so many talented bands—Knitting, Ribbon Skirt, and others. There’s a definite “Montréal sound” that makes sense when you see us on a showcase together.
LUNA: Does the scene influence your songwriting?
CLARA: More so in terms of live performance. My songwriting is really subconscious—even I don’t always know what my songs mean until later. But seeing other artists perform inspires me to try new things on stage.
LUNA: You’ve got some festival appearances coming up, right?
CLARA: Yeah! I’m playing a big festival in Quebec City, on the same stage as Men I Trust and Thundercat. I’m opening the night, which is exciting because I might reach new audiences who wouldn’t otherwise find my music. I’m also playing on the same day as Avril Lavigne, which is a full-circle moment for me—she was a huge influence when I was ten.
LUNA: That’s amazing! Playing festivals, SXSW, what’s next? What are your goals for the next few years?
CLARA: I want to reach more people. I’ve had great opportunities—SXSW, festivals, good playlist placements—but I don’t feel like I’ve made strong personal connections with fans yet. I need to play more shows and put myself out there.
LUNA: You mentioned Avril Lavigne as a previous influence for your music. Are there any artists inspiring you right now?
CLARA: I’ve been obsessed with ML Buch from Denmark—her album was my top listen in 2024. Helena Deland from Montréal is also an exceptional songwriter. And Liana Flores, a London-based artist with a bossa nova-folk sound. I’m really into a mix of electronic, folk, and shoegaze influences.
LUNA: It’s cool that you pull from so many styles. Does that make it harder to define your sound?
CLARA: Definitely. In the past, I’d write songs inspired by one particular style, but now I’m trying to blend everything into one cohesive sound. It’s challenging, but I like the idea of having a distinct, multi-genre approach.
LUNA: Tell me about your band. How did you all meet?
CLARA: My bassist, Michael, has been with me the longest—he produced my first two EPs. We met through a mutual friend in the band Sorry Girls. In 2020, Michael and I put a band together, but it eventually fell apart. Later, I met Chris from Bodywash, and we clicked right away. He plays guitar, Michael moved to bass, and Michael introduced me to Mitch, our drummer, who also has his own project on Arbutus Records. We’ve been playing together in this lineup for about three years. We’re definitely friends. Even our manager is a close friend—we’re all going to a barbecue later today.
LUNA: Love that! Outside of music, what else do you do?
CLARA: I work part-time as an art gallery assistant. It’s not a creative job in itself, but I’m surrounded by creativity every day. I read a lot of artist statements and press releases, and I’ve noticed it’s influencing my lyrics. My new songs are more visual in a way.
LUNA: That’s really cool. The reality for many musicians is balancing work and art. I know SXSW can be costly for artists. How has it been balancing everything?
CLARA: Canada has a great grant system. I received funding from the Québec Arts Council and Factor, so I didn’t have to pay anything out of pocket. Most Canadian artists here are funded, which makes a huge difference. Without it, I wouldn’t be here.
LUNA: That’s amazing—glad other countries have programs that support artists! Okay, last big question—I’ve been asking artists, who identify as women, about their experiences in the music industry. What’s yours been like?
CLARA: I’ve definitely had frustrating moments. One that sticks out: I did a Paste session a couple of years ago, and someone commented on YouTube saying, “I can’t stand the voice, but she’s pretty to look at.” That really annoyed me. I’m not here to be pretty to look at. If you don’t like my voice, fine, just move on. But don’t comment on my appearance. Also, sometimes when I’m with my band—who are all guys—people assume they are the band and I’m just...there. That’s annoying.
Also, there have been men in the industry who have led me to believe that they wanted to collaborate, offer me opportunities, or help with my career in some way. But then it turns into something completely different—like them asking if I want to come over for a glass of wine. And I’m just like, absolutely not. And when they realize the answer is still a hard no after multiple tries, I stop hearing from them. It’s frustrating to see people use their power in that way, especially when I’m not even remotely interested.
But on a more positive note, I’m really inspired by all these women-fronted bands and projects. I was actually saying in another interview last night that I naturally gravitate toward listening to and watching women-led bands because I care deeply about what they’re doing. There are so many incredible ones out there, and while we do face a lot of unfair treatment, we also make up such a huge part of the scene. So, I just want to say thank you to all the women pushing forward in this space.
