PREMIERE: Rella - Eternal (Album) + 10 Questions

Primed for a breakthrough in 2023, rising artist and musical innovator Rella is set to share his debut album “ETERNAL” on September 29th across all platforms and DSP’s. With seductive melodies and melancholic, introspective lyrics, the album is primed to propel Rella to the next level.

Home to recent video singles like the Astari-directed “ROCKSTAR”, “ETERNAL” plays out like a series of memories, regrets, and half-hearted resolutions running through a troubled mind on a sleepless night.

Kicking off the spiral with the dizzying atmosphere of the intro track, “BELONG” the 26-year-old rapper’s first full-length project quickly pivots into “BROKEN,” a high-energy yet melodic track produced by sound architect SOGIMURA. The album ebbs and flows comfortably through somber guitar melodies and irresistibly catchy hooks, effortlessly telling the tale of Rellas journey through lovelorn grief and the dizzying highs and lows of a music career.

As the project progresses, Rella begins to put the past behind him on the emotional project highlight, “SELFISH” and though he soon discovers it’s not so simple, he finds closure in realizing his pain is as valid as it is inescapable, and he’s only as real as his ability to feel it. The album then flows into “ALL ON MY OWN”, a catchy, nostalgic emo-track featuring one of only two project guests, Tommy Ice.

Rella is a rap artist from New Zealand. His music is best described as being both melodic and emotional, with an emphasis on rap and bedroom pop vocals over melancholic guitars and heavy drums.

With over twenty million total Spotify streams and collaborations with popular underground artists like Tommy Ice and 6obby, Rella has managed to cultivate a following that has seen him grow to over 200,000 monthly listeners. Despite this success Rella has been independent since the very beginning, as he believes this allows him to communicate his message in the most authentic way possible.

Rella sat down with Wordplay Magazine to answer our infamous 10 Questions:

1. So tell me, how did it all begin? What sparked your love for music?

The first sort of spark that I remember getting from music was learning to play guitar with my dad when I was really young. He had plenty of guitars both acoustic and electric and even though he played lots of older rock and roll, that feeling of awe and childlike happiness inspired me to keep going down that track. He was left handed however, so even though I couldn’t play them properly I’d just pick them up and pretend I was on stage somewhere. Eventually I got my own and started getting lessons and it just went on from there.

2. Who are some artists that influence you and that you want to work with in the future?

It’s sad to say that unfortunately most of my influences have all passed on, from the early ones like Big L and Tupac/Biggie right up to Mac Miller, Peep, X, 6dogs and JuiceWrld. The ones that are still living would definitely have to include Trippie Redd, Stevie Nicks, 50 Cent, Lil Mosey and strangely enough - Morrissey. Although I’m not quite sure how some of those collaborations would come out hahaha.

3. What projects do you have coming up and can you give us any info on them?

This album has been a long time coming, most of this year has been spent developing it and culling/adding songs until it got as perfect as I felt I could get it. Since it’s been finished though I’ve continued recording and almost finished another album, however I’m planning to release each song monthly going into next year. So stay tuned plenty to come!

4. How would you describe your sound?

I would describe it as melancholy and introspective, a mix between sad rap-pop like Post Malone and more melodic hip hop like Lil Mosey or Juice Wrld. I really like both sounds so I try to stay somewhere in the middle. I guess it’s a sound that on some days could make you cry and go through your camera roll, whilst on other days it makes you want to turn up and enjoy life.

5. What's your proudest moment to date so far as an artist?

It would certainly be a toss-up between my last show when it packed out with everybody singing my songs back to me, or getting an IG dm from Trippie Redd’s label 10k Records. The show was insane because I wasn’t even sure if people were going to like my music much less have listened enough to be able to sing my lyrics back. Shit was insane, and for someone without a lot of self esteem it really gave me a sense of self to hear that and then see the whole venue exit right after my set finished. Also getting that message from 10k was insane because I could never imagine getting on their radar when I’m all the way in New Zealand, it really showed me that grinding away in a bedroom can work. Getting that phone number was just nuts. Waking up and seeing that gave me chills.

6. Do you have any advice for our readers who may be trying to play the mad game of music?

I think the biggest thing I could tell someone is that everything you see, everything - in this industry is smoke and mirrors. The sooner aspiring artists really truly understand what that means, and then learn how to utilise that for yourself is how you break in to the industry. Also understanding that raw talent is cheap. Labels care about what you can build on your own, they look at that and then decide how serious you are about this life. If anything, they respect someone who isn’t that “talented” more because if you’ve managed to build a big brand, it shows you have resilience and a will to succeed. Back in the day record labels would just find a good looking decent singer and then hold their arm every step of the way, stylists/media training/PR all that. That doesn’t happen anymore. By the time a label reaches out to you nowadays, you’re already doing everything that they are offering you. It’s a paradox, but believe me it’s true. I’ve had calls where a label is showing me their press contacts and don’t even realise that everything they are trying to ‘wow’ me with are the very same things and contacts I’ve found all on my own. The final piece of advice is that everything leaves a trail, and by that I mean if one artist has managed to crack it then you can follow their activity and do the same things. Labels host press releases on their websites, on Spotify you can see the exact non-Spotify playlists an upcoming artist is on and try and track down the curator of those. You can Google their name and submit to the same press outlets and YouTube channels that they did. You have to think like a detective, once you figure out how they did what they did - you can do it too. One more thing is to never, ever, ever give up. There are only winners and quitters in this game and that’s the unfortunate but absolute truth.

7. Are there any artists on your radar right now that we should check out?

If you had asked me six months ago I would have said BLP Kosher and Zzz. Thinking about it now I would still say the same thing even though both have had pretty decent media coverage. They’re both hyper self aware and understand their fan base, they’re young and full of potential but also have taken obvious inspiration and then improved upon it. I really like them and think they will both have an enormous 2024.

8. What albums are on heavy rotation on your Spotify playlist currently?

At the moment I’ve been listening to all sorts, BLP Koshers new album Bars Mitzvah absolutely slaps and same with Dro Kenji’s Wish You Were Here. Both really good projects with a mix of vibes for however you wake up that day.

9. What do you like to do when you're not making music?

I’m into cars and driving, I have a tuned 335i so if I’m not in the studio I’m usually just driving around by myself thinking about things. Also just gaming and reading all sorts of stuff, I’m into the macabre a bit so crazy true-crime stories and strange articles are my thing. Most people aren’t really into those things too much so I just keep myself mostly besides a couple close friends. Helps keep things a little less complicated in an already complicated world.

10. Name Three things you can't live without when in the studio?

Hmmm good question. I’d have to say some coffee, a clear head and some silence. I don’t really need much but I can’t really record in earshot of other people. It really throws me off and I can’t concentrate, so a close fourth would be a bit of distance from others until I can show them something I’m proud of!