Indian-American artist Zoya. Photo: James Baxter

Indian-American pop artist Zoya hates being on the phone, but she’s figured out that “if you can’t beat them, you gotta join them” holds true when it comes to releasing music with a plan focused on social media.

His last album, Maybe it’s you is released as a “demonstration” via SoundCloud and its associated music distributor, Repost Network. Zoya has released five singles out of a total of 11 from March 16 with “One Way” so far. The outings take place until July 5th. “Basically I leak my own demos,” the artist said on Instagram.

In addition, at the end of last year, Zoya was also announced as a breakthrough artist of Amazon Music, which helped promote maybe it’s you with music videos in preparation. “We’ve shot six videos and none of them have seen the light of day yet…I’m thrilled because they finally will so soon,” she mentioned in another Instagram post.

Zoya, who has already released her album Dream about bad girls in 2020 and collaborated with hip-hop artist Jack Harlow on the title track, considers the current era to be a “metaverse music economy”. She added in an Instagram post in December“The music industry is weird and sometimes where the money comes from, talks more than the art. I’m trying to stay positive though and I’m excited for the day all this art comes out. I’m thrilled to see that hard work pays off.

Later in February, she Talk about that it was “more difficult for artists to be just artists”. Zoya said, “We’re expected to be content creators now and uploading our lives at such a rapid rate that we almost can’t just…live.” This led her to talk about maybe it’s you and how that gave way to a new publishing strategy. “The one who starts with social networks […] I want you to hear it and I’ll do everything in my power to find creative ways for you to love it as much as we do,” she added.

A press release states that Zoya’s partnership with SoundCloud “marks a joint effort to recreate the classic SoundCloud Come-Up, a path popular artists have followed in the past including Billie Eilish, Post Malone and Russ.” Of the four tracks released so far – “One Way”, “Could Be Magic”, “out of orbitand “Maybe It’s You” — Zoya showcases her honed pop sensibilities though her electronic sensibilities are still heard. Thematically, the fantasies of Dream about bad girls are exchanged for more realistic activities. She describe the album about his search for love. “The search ended and all I was left with was the girl in the mirror. It wasn’t until I learned to love her that other people’s love started to have meaning,” added the ‘artist.

write for maybe it’s you concluded last October, with singer-songwriter and producer Nick Smith, guitarist-producer Anthony Cammarota alias AC Music and Reggie Baril alias ToBy. Other songs taken from the album include “Life”, which has a live video and “If I Had A Daughter”. She said about its title track recently, “I was in the relationship that I wrote this song about. It’s weird to look back and listen to your own lyrics and realize how deeply true they can be…sometimes I think to myself, “Damn, can I predict the future?! What’s going on?” I think music makes you stand out, though… the truth, even when you’re not ready for it.

Before going out Dream about bad girls in 2020, Zoya has often been in constant reinvention mode. In 2014, she showcased fusion arrangements with an inimitable vocal style on records like Letters to Toska and The girl who lived in my room. From the folk and singer-songwriter space, she turned to electronic pop with the 2016 album Natural disasterwhile 2017 saw notable releases like “The Shaman & The Singer” and “Heart Rates”, his collaboration with producer Chrms aka Veer Kowli.

It was during these years that Zoya had moved to India from the United States after earning her music business degree from Berklee College of Music in Boston. Having become a regular on the touring circuit and performing at festivals such as Echoes of Earth and Control ALT Delete, the artist eventually returned to the United States for good, settling in Los Angeles in early 2018. EDM-informed euphoria like “Be Free” and “Collide” were also released that year and are among Zoya’s most streamed songs to date.