ALPHAMAMA is not here for ageism in ‘3×11’
ALPHAMAMA is a force. Having been on the creative scene for years as one of Australia’s most formidable soul singers and rappers, the artist also happens to be skilled as a stylist, music producer and manager. Oh, did we mention she has also established her own women-only record label God Queen to help other female artists recognise their potential? Because she’s done that too.
Now, Alphamama is back to challenge the status quo yet again with new single ‘3×11’, a track targeting ageism within the music industry. The artist describes the track as a big F-U to the industry, saying that your age shouldn’t define your level of success as an artist. Alphamama is now in her thirties herself (a spring chicken as far as we’re concerned), and in her own words says, “It can make you feel like a flop or a failure and I really didn’t and don’t want to subscribe to that mentality. I had to dig deep into my own personal psychology and internal world to find out what success meant for me. Who I was and how I was going to walk my own path as a creative, as a truth speaker, as a mother and a healer. Not trying to conform to external opinions and rules and strategies.”
Sonically, the track features stunning and soul-filled vocals that the artist has become renowned for, as well as some FIERCE rapping that really drives home the message of the song. These elements are complemented by 90’s inspired, R’n’B style production that quite simply oozes sass *zig-zag clicks across the body*. It’s a track that blends nostalgic musicality with modern themes, as ALPHAMAMA dares to tackle the real issues she encounters in her own life, something that she has always strived to do through her art.
‘3×11’ has also been released with an accompanying music video which is bright and pastel-hued, featuring Alphamama as multiple characters (we won’t give to much away but you can watch it for yourself). This single is a true testament to ALPHAMAMA’s longevity as an artist and furthermore an incredible, self-empowered woman and great role model for women everywhere.
Words by Clare Neal.