LOVIET

Draped in ’90s nostalgia, Loviet’s catchy hooks and emotional lyrics may leave you crying in the club. With pop influences mixed with indie-rock and enough pep to keep you grooving — there’s a reason Loviet’s star is shining bright. Loviet is making a name for herself, opening for impressive acts including Milky Chance, JP Cooper and Morcheeba and performing this summer at major festivals, including Lollapalooza and the Ottawa Blues Fest.

The Toronto artist’s music combines an addictive pop beat with an emotional intelligence that makes her music mean so much more, and people can’t help but connect with it. Her cinematic EP, The Nighttime Is All In The Timing (produced by Now, Now band members Cacie Dalager and Bradley Hale), is a five-track banger that Loviet describes as “lots of guitars, energy, power and mess.” And you feel that mess with relatable and cutting with lyrics like, “Always pick me up, take me home/I become the person I swore I’m not/ And it’s killing us” from her single, “Broken Lips.”

Relishing in the dichotomy between a powerful beat and an emotional lyric, Loviet’s creativity expands. Her EP is primarily concept-based and paints pictures of people we know, the people we are and the people we are afraid to be. Taking on subjects like ambition, heartbreak and self-destruction, her music incorporates a vulnerability that allows her fans to see the real her and feel seen themselves.

Having pulled inspiration from artists like The 1975, Sam Fender and Hole, Loviet makes a mark in a self-realized way.

She self-identifies as “Nirvana-meets-Coyote-Ugly,” which goes beyond the shared long blond hair connection and comes to life in her performances. Her music has a story-telling aspect that allows for an ultimate zoom-out, allowing listeners to realize the deeper meaning she’s singing about. This music is about more than just the melody and lyrics, it’s an exploration and an understanding, all encapsulated into a fulfilling sound that makes you want to just scream (in a good way. We know you know what we mean).

Next on the horizon, Loviet will release her latest conceptual EP called Little Heaven, produced by Matt Tomasi, who has worked with the likes of Ethel Cain, Nicole Dollanger and 9Million. The EP tells the story of a desolate, rundown industrial town called Little Heaven. Loviet plays the main character as the audience’s eyes and ears — a lost girl in her mid-20s who is trying to navigate life on her own. Tackling the big feelings — as is canon for Loviet — this next EP promises to explore a woman’s second coming-of-age, the one where you find yourself surrounded by an emotional landscape. Songs from Little Heaven are continually dropping throughout the summer, designed as her very own “sad girl summer sampler,” showing off a new sound that edges her into the rock world.

If you jive with bands like Weyes Blood, Lykke Li and Ethel Cain, you’ll dig Loviet.