Shoegaze rocker Wisp is Gen Z’s ambassador for the opaque and brutal—even at rap festivals

As a music enthusiast who has been following the indie scene for quite some years now, I must say that Natalie, the enigmatic artist behind Wisp, has truly captured my attention. Her unique blend of subdued vocals and crushing production is something I’ve never heard before, and it’s exciting to see an artist breaking boundaries in such a captivating way.

Within seconds of opening her computer, Natalie Lu was under attack.

As a 20-year-old musician from San Francisco’s shoegaze band Wisp prepared to discuss her rapid ascent in heavy rock via Zoom, she was suddenly interrupted when her two playful cats barged into the frame and commandeered the video chat.

Lu expressed her apologies and hurriedly attempted to hide them from the camera’s view. However, her guests suited her music perfectly – unexpectedly soft yet forceful, drawing a substantial amount of attention.

Within a year and a half, Wisp’s song “Your Face,” characterized by its foggy and distorted sound, gained immense popularity on TikTok (with over 4 million likes so far). This recognition led to her signing a major-label deal with Interscope Records and securing a prominent performance slot at this weekend’s Camp Flog Gnaw Festival, which is primarily known for rap music.

Lu looks to be Gen Z’s new ambassador for the opaque and brutal.

When ‘Your Face’ was released, one thing I really aimed for was creating music that people could connect with,” Lu explained. “Shoegaze genre, with its ability to evoke strong emotions, seemed perfect for this purpose. To me, expressing genuine feelings through my songs is far more significant than crafting a tune merely to gain popularity.

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Many of Lu’s touchstones – the dark vibe of Deftones and the elegance of Cocteau Twins – are older than she is by more than twice her age. (Guitarists from Generation X, who are still making payments for their pedalboards, will find a lot to admire here). Other sources of inspiration, like the influential Bay Area band Whirr, were drawing from similar pools a generation ago – Lu’s humorous Instagram handle is still “whirrwhoreforlyfe.” The shoegaze revival among Generation Z reached its peak last year, as veteran artists such as Panchiko, Duster and Slowdive attracted new fanbases on social media.

As a passionate cinema enthusiast, I found myself drawn to Lu, a unique artist with copper-dyed hair and a guitar reminiscent of Hello Kitty that could produce an astonishing volume of sound. Her music seemed to resonate strongly with the youth, reflecting the influence of generational tastes and the advancements in technology. Similar to many Soundcloud rap artists, her track “Your Face” was initially composed over an online instrumental created by indie producer grayskies. Her intricate lyrics, evoking a sense of solitude underwater, mirrored the ambient feelings of her peers.

Lu stated, “Many of the shoegaze bands I’m familiar with tend to be male-dominated and predominantly white. Having artists like Jane and Yeule, who represent minorities or the LGBTQ+ community, I believe is extremely impactful. It creates a path for others to feel comfortable exploring any alternative genre.

Recently, Lu had been engrossed in computer science at San Francisco State University, not far from her childhood area adjacent to Ocean Beach. Apart from this, she was actively participating in Reddit communities dedicated to shoegaze music and refining her unique style. “I’ve always had a fascination with Greek mythology and mermaids,” Lu shared, “and I wanted my project, Wisp, to incorporate the mystical elements that I cherished from my childhood years in San Francisco, where the fog was ever-present near the beach.

After her music project “Your Face” gained popularity, she found herself needing to expand rapidly. Initially, she chose to remain anonymous and seldom appeared in videos or photos. (Her quirky merchandise features the phrase “Mysterious 19-year-old Shoegaze Artist”). She aimed to protect her private student life, but that secrecy didn’t last long. “I thought I could balance music with college and earn my degree,” Lu reminisced. “However, when I discovered I would be touring extensively, I realized I couldn’t continue like this anymore.

Lu exerts a strong influence in Wisp, standing apart from mainstream pop music yet appealing to a generation captivated by disjointed atmospheres (with “Your Face” amassing nearly 86 million streams on Spotify). She placed her trust in Interscope, a label that has achieved success with independent-minded young female artists such as Billie Eilish and Olivia Rodrigo, to achieve the right balance between direction and creative liberty to experiment with an unconventional sound. “They assured me I would have full control over Wisp, that I would be the one making the decisions,” Lu shared.

Max Motley, an A&R executive at Interscope, remarked that Wisp’s music embodies a captivating duality. Her soft, hushed vocals seem somewhat incongruous with the heavy production, yet it’s this contrast that instantly grabbed our attention. What intrigued us most was the freshness of this blend, as it felt like an unprecedented sound, which ignites our excitement more than anything else.

The Flog Gnaw concert symbolizes her broader aspirations, as stated by Motley’s Interscope colleague Sean Lewow. In his words, “From our very first meeting with Natalie, it was evident that she is an artist who aims to create something unique and groundbreaking. We are confident that Natalie’s fanbase will expand beyond any limitations that belonging to a specific genre might impose.

The April EP “Pandora” significantly elevated her songwriting and emerging popularity. Tracks such as “Enough For You” and “I Remember How Your Hands Felt On Mine” added a level of sophistication to her growing sound, with the help of notable producers like Photographic Memory and Elliott Kozel. Unlike many artists who focus on catchy hooks, Lu’s songwriting is more about painting vivid impressions, capturing fleeting emotions swiftly. As she sings on “Pandora,” “You once said you love white roses / So, I’ll grow flowers beneath my lungs.

In the span of just one year, she transformed from an obscure bedroom performer into gracing stages at renowned festivals such as Lollapalooza and Outside Lands. She openly admits that managing crowds of such magnitude so swiftly presented a steep learning curve for her.

She expressed that she feels significantly more at ease performing on stage these days. Previously, her delivery had a timid quality, almost as if she were hesitantly inviting the audience to leave if they wished. However, now she exudes far greater self-assurance, both in her abilities and the way she presents herself.

As the events grew larger, she realized that Los Angeles was demanding more of her time. She had been scheduled for a spot at the unfortunately canceled Desert Daze festival, which would have been the perfect platform for her dreamy music. However, due to its cancellation, she’ll take the stage at Camp Flog Gnaw instead, sharing it with Tyler, the Creator and Playboi Carti, marking her largest local show to date.

She’s never attended Flog Gnaw as a spectator, but she expressed, “It seems like many festivals are featuring more alternative musicians these days.” She added, “I find that really exciting for both hip-hop and pop music fans.

To date, she’s discovered the Los Angeles music scene to be far more laid-back and welcoming to collaboration and socializing, even inviting her past idols from Whirr into her circle. “I never imagined I’d have the opportunity to meet them here,” she reminisced, still feeling the starstruck awe.

Did she fess up to her IG handle?

Lu chuckled, saying, “They really enjoy it! The first time we met, they expressed their surprise about my label not having influenced me to change it. I replied that, even if there’s trouble ahead, I don’t believe I’ll alter it.

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2024-11-15 14:32