In this exclusive interview with PRI//, the boundary-pushing artist reflects on a year of bold sonic narratives and lyrical honesty that’s set the tone for what’s to come in 2025. Known for leaning into instinctive creativity and crafting albums that feel thematically cohesive yet unshackled by convention, PRI// explores themes of solace, self-expression, and connection through music. With a glimpse into the upcoming releases and a promise to amplify the visual element alongside the sound, PRI// offers a candid look at the passion and process driving their artistry.
PRI//, welcome to A&R Factory! Thanks for the opportunity to connect with you as you close out a hyper-productive year! What’s been the highlight of 2024 for you?
So many highlights but I have really enjoyed creating my albums – bodies of work which have told complete narratives from start to finish. Not quite concept albums but almost. I’m thinking of Begging, Manufacture and Vagina Den Tata.
I’ve also enjoyed developing a bit more in the live setting on TikTok and leaning into the visual elements too. There are exciting things to come!
We love that you’re not afraid to go bold with your tracks and track titles; how does it feel to be so free through sonic expression?
I think it’s important to hold true to your instincts when you are an artist creating, you need to be aligned with that little voice inside and honour it, without trying to stifle it!
If you had to name one, what’s the main component which ties your eclectic discography together?
I think the common thread is…me! Ha ha! People also seem to respond to the lyrics, and that is really great to hear. I want to create a body of work, a body of work that can help people, that can soothe them in times of distress and make them feel less alone.
Where do you typically find your lyrical inspiration?
Everyday life. Or it can be something I read or watch. A line of dialogue will set me off. Or it can be something that someone says or the way someone looks. It can take me by surprise.
You’ve teased a string of upcoming releases in 2025; can you give us an inside view into what will be dropping onto the airwaves?
There’s more stuff coming and I’ll be leaning into the visual element more. I don’t want to give too much away but it’s an exciting time!
How did these tracks come to fruition?
I am spinning a lot of plates, so I try to use my time in a productive way but that also feels free and conducive to making something honest. So I like to have my instruments on hand and easily accessible to create when the spirit moves me
How do these singles tie into your broader ambitions?
My main ambition is to create music that makes people feel less alone that is like a virtual hand, held out to give support. The artists I love have been like that for me.
Stream PRI// on Spotify.
Interview by Amelia Vandergast