You have to listen to: EMAA - A Ground-Breaking Change in Romanian Music

Promoting local artists is a priority for Electric Castle. Whether we talk about the guys performing on the Courtyard, the lesser-known bands who have performed in the Hangar or the Own The Stage competition, dedicated to artists wanting to make their debut in the festival, Romanian artists play an important part in the festival’s lineup. It is also an investment, because such an opportunity provides them with the self-trust they need to move forward in their careers. This means a lot to them, since, unfortunately, artists and bands come and go in Romania, even when they’re very talented.

One of these immensely talented artists is EMAA, also known as EM or EM44. Let’s hope she will eventually stick to the EMAA stage name, and that she won’t change it to EEMA or, God forbid, EMMA. We have enough of those. She first performed at Electric Castle in 2017. Back then, she was the voice of Timișoara-based band, BAB. Presently, she has a solo career which is generating a ground-breaking change on the local scene. You have got to listen to her. Her music creates a bridge between mainstream and underground. Here is her story:

Once upon a time in Timișoara...

BAB’s major problem was that they had failed to build an audience in Romania. No one is a prophet in their own land. They were into experimental rock and they had some cool musical ideas, it’s just that they were in the wrong place at the wrong time – with a highlight on the wrong place. They couldn’t connect with the audience, not even compared to other bands performing on the same stage. No doubt, they had huge potential, but something didn’t quite add up. As the project slowly faded, EMAA was only beginning to emerge.

Under Silent Strike’s wing

The first collaboration between Silent Strike, one of the best electronic music producers in Romania, and EMAA occurred in 2016. She is featured in the chorus of the track Mâine, a highlight of the first album released by Deliric and Silent Strike. It still sounds amazing four years later. Their collaboration continued with It’s Not Safe To Turn Off Your Computer, a Silent Strike solo album, where she appears in six tracks, the Invaders EP, and an appearance on the second Deliric and Silent Strike record. Her contribution was outstanding every single time. So much so that she caught the eye of the Global Records label.

She signed with one of the biggest record companies in Romania

When an underground artist signs with a huge record company, everyone thinks that all is lost. She sold her soul to the devil and her sold-out is imminent. This is what people initially thought when EMAA signed with Global Records, a label dominating the Romanian pop segment. Everybody expected EMAA to become mainstream. But the exact opposite happened. Global Records made the jump towards underground, or at least this is what it’s trying to do. EMAA is the living proof that big labels are investing in good music, which was only a dream several years ago. EMAA creates a precedent. And she does it her way:

Poppies blossom in winter and her music stays fresh all year long

She continued to release with Global, but the latest record signed by EMAA is the EP Macii înfloresc iarna (Poppies Blossom in Winter) with a cover reminiscing of Alexander McQueen, bears her very own signature. From a stylistic point of view, the artist combines pop with rap, but her true gift resides in the harmonies she creates and her ability to make every chorus memorable. She will probably continue on this path. She has a huge record company beside her, which means that her talent will reach a larger audience. This is how the education of mainstream audiences begins. It is a ground-breaking change, whose shockwaves will be felt by radio stations and demanding audiences alike.

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