Artist Interview: Maisi
Maisi's new EP, 'u could be something,' is a raw, hyperpop-infused journey through the anxieties and overthinking of a generation. Known for her candid songwriting, her co-founding of the LOUD LDN collective, and her massive TikTok presence, Maisi is quickly establishing herself as a distinct voice in alternative pop. We sat down with her to discuss the personal potential she's unlocking, the emotional core of her music, and how she balances vulnerability with viral fame.
Tori: The EP title, 'u could be something,' is both a plea and a statement of potential. Since you said the EP is the most personal project you've ever made, what part of your own potential are you actively trying to unlock with this release?
Maisi: Oh, that’s a great question. With this project, I’ve really tried to tap into a more vulnerable and honest side of myself. I deal with a lot of existential dread, and this EP is a reflection of that—it’s how I truly feel. I also think I’ve found the sound I’ve been chasing for a while, a real blend of all my different influences. Making music can be tough; it’s often demoralising and challenging, but this project is also a reminder to myself to keep going and to keep doing what I love.
Tori: Your latest single, 'try,' is a slower and vulnerable track. In a genre known for frenetic energy (hyperpop), how did you approach the production to ensure the quieter, intimate message of 'try' didn't get lost?
Maisi: I worked with an amazing producer called Jonny Parry on this track, so I really have him to thank for how it sounds. Our original inspiration was to make something in the vein of "Paper Planes" by M.I.A., and you can kind of hear that in the main synth. But as we kept working on it, it grew into something completely its own. I wanted the song to feel sweet and simple, and I think we managed to capture that.
Tori: How does the EP as a whole capture that sense of overthinking and struggle, beyond the track 'try'?
Maisi: I think all the other tracks explore different sides of overthinking. "idk" is about being a people pleaser, which is something I really struggled with in the past. It’s about that feeling of losing track of who you are because you’ve spent so long trying to be someone you’re not. "Am I In My Prime?" is about worrying that you’re wasting your best years, but ultimately realising there’s no such thing as “your best years.” And "shut up!!!" is more of a tongue-in-cheek take on how chaotic the world feels right now. It’s a bit lighter and less serious, which I think the EP needed—a little fun to balance out all the doom and gloom.
Tori: If you had to distill the emotional journey of your latest single, 'try,' what is the single, core feeling you hope listeners walk away with?
Maisi: I think at its core, "try" is about hope, even when things feel heavy or uncertain. It’s that feeling of pushing through when you’re not sure you can, of still showing up for yourself. I wanted listeners to walk away feeling a sense of comfort in the fact that trying, even when it’s messy or imperfect, is enough.
Tori: What specific form of self-sabotage do you think is most common in your generation, which made you want to write a song about it?
Maisi: I think a lot of us in Gen Z struggle with anxiety, especially around not feeling like we’re doing enough or being enough. We’re constantly comparing ourselves to others online, and that pressure can be really paralysing. I think that’s a big form of self-sabotage for our generation, overthinking everything to the point where we stop ourselves from actually living or trying. "try" came from that feeling of wanting to break out of that cycle, to remind myself and others that it’s okay to not have it all figured out, as long as you keep going.
Tori: You take cues from artists like Charli XCX, Caroline Polachek, and The 1975, pairing glossy production with introspective lyrics. Which of these influences pushes you toward the glossy sound, and which pushes you toward the raw lyricism?
Maisi: I think The 1975 definitely pushed me toward the glossy, pop-influenced sound. I’ve always loved how their production feels so big and polished but still emotional. Charli XCX has that same energy; she makes pop feel exciting and unpredictable, which really inspires me. Caroline Polachek has such a poetic way of writing. Her lyrics feel so personal and layered, and that’s what pushes me to be more raw and honest in my own writing. I love that balance between something that sounds shiny on the surface but still hits you emotionally underneath.
Tori: You've mentioned Charli XCX's how i'm feeling now changed your perspective. Can you describe a specific "lightbulb moment" you had while listening to another artist that fundamentally altered your approach to your own work?
Maisi: I think the biggest lightbulb moment for me was hearing "Love It If We Made It" by The 1975 for the first time. It just felt so unapologetic and real. The lyrics are chaotic and messy, but they capture exactly how it feels to be alive right now. It made me realise that songs don’t have to be perfectly neat or polished to hit hard. You can be direct, even a bit uncomfortable, and still make something beautiful. That song really opened my eyes to how powerful honesty in songwriting can be.
Tori: The hyperpop sound often has a frenetic energy. Does that energy reflect your inner emotional landscape, or is it a sonic tool you use to process internal chaos?
Maisi: I think it’s a bit of both. The frenetic energy of hyperpop definitely mirrors the chaos and overthinking I feel inside, but it’s also a way for me to process it. Making music like that lets me take all that overthinking and emotions and turn them into something fun and expressive. It’s almost like a release, a way to make sense of the noise in my head while still creating something people can connect to.
Tori: In what ways has your DIY, self-producing approach forced you to confront or overcome your own creative insecurities?
Maisi: Working DIY and self-producing has definitely forced me to face a lot of my own creative insecurities. I do work with amazing producers and did for all the songs on this EP, but I also like to produce my own demos sometimes when I want to experiment and get my ideas down. There are moments where I second-guess everything, wondering if it’s good enough or if it even makes sense. But it’s also empowering because it’s taught me to trust my instincts and follow my own vision. Making mistakes feels less scary when it’s my own process, and some of the best ideas come when I stop overthinking and just let myself experiment.
Tori: When you're struggling to write, where do you turn for that initial spark of unfiltered inspiration? Is it a place, a memory, or a single conversation?
Maisi: Honestly, I’m not sure! A lot of the time stuff just comes to me when I’m in the middle of something and I’ll voice note it or put it in my notes app.
Tori: If a song is a time capsule, which one of your tracks best preserves a defining, difficult moment in your life, and why?
Maisi: I would say "am i in my prime?" is the track that feels most like a time capsule. It captures a moment where I was really anxious about the future and questioning if I was wasting my best years. Writing it was a way to process those feelings and confront that pressure I was putting on myself. Looking back, it preserves that mix of worry, reflection, and the small moments of clarity I had, making it a really honest snapshot of that time in my life.
Tori: Your music is incredibly candid about navigating your twenties. What is the biggest misconception you think people have about that decade of life, and how does your music try to correct it?
Maisi: I think people who have already lived their twenties often assume that twenty-somethings now are going through the same experience, but the world is changing so fast that each generation has its own reality. Only people in your own generation can truly understand what it’s like to live through it.
Tori: You have a massive presence on TikTok with over 9 million likes. How do you manage the tension between writing deeply vulnerable lyrics and then having to perform them, night after night, for a crowd of strangers?
Maisi: I just love it, I’d love to do it more. I love singing to people, it’s my favourite bit. When I’m singing I don't even really think about the lyrics.
Tori: As co-founder of LOUD LDN, a community for women and non-binary artists, what personal experiences led you to recognize the necessity of creating such a space? Was there a moment you felt acutely alone in the industry?
Maisi: I co-founded LOUD LDN because I’d felt firsthand how isolating the music industry can be for women and non-binary artists. There were so many moments early on where I felt like I was navigating everything alone, from finding opportunities to just having someone to talk to who truly understood the challenges. I realized there wasn’t really a space where we could support each other, share advice, and celebrate each other’s wins without competition or judgment.
Tori: The name The Cxnty School Disco suggests a reclaiming of youth experiences. What is the emotional or psychological liberation you aim to provide for people who attend that club night?
Maisi: The Cxnty School Disco is all about reclaiming those awkward, messy, or exhilarating moments of youth and turning them into something joyful. I want people who come to feel a sense of freedom to be themselves without judgment, to dance, laugh, and let go of the pressures or insecurities they carry. It’s about creating a space where you can relive the fun and chaos of being young, but on your own terms, and leave feeling lighter and more alive.
Tori: Given your background (as Maisie Harriet Brand Bourke, daughter of Jo Brand), how have you developed your own sense of authenticity in a public-facing career, especially under the glare of external expectations?
Maisi: [No answer provided in original transcript.]
Tori: Your collaboration with piri on 'Head' reached number one on the TikTok charts. What was the most surprising thing about watching a song you created take on a life of its own through user-generated content?
Maisi: It was really cool and honestly quite unexpected. It was a really exciting time.
Tori: What does it feel like to have thousands of people relating to a song that was initially just a reflection of your private thoughts?
Maisi: It’s such a surreal and incredible feeling. When a song starts as something really personal, almost like a diary entry, and then anyone relates to it, it makes you feel seen in a whole new way. It’s amazing to realise that your private thoughts and emotions can resonate with so many others and create that sense of connection.
Tori: You've supported artists like Chinchilla and Mae Muller, and are touring with Sophie and the Giants. What is the single most valuable piece of advice you’ve received while on the live circuit that you now carry into your own performances?
Maisi: The single most valuable piece of advice I’ve received is to really trust your instincts on stage. One day I just stopped overthinking and just focused on connecting with the crowd and enjoying the moment. It’s easy to get caught up in perfection or what you think a performance should be, but the moments that stick with people are the ones that feel genuine and alive. I try to carry that into every show I do.
Tori: Your songs touch on themes of identity and self-doubt. What is the most profound thing you've learned about "who Maisi is" since you first started releasing music?
Maisi: I don’t know really - I think I’m still learning haha.
Tori: What's one area of your artistry—whether it's your singing, production, or songwriting—where you still feel like a student in that genre?
Maisi: Production, I still have a long, LONG way to go.
Tori: How has the definition of "success" changed for you from when you were just starting out to where you are now with a new EP release?
Maisi: I think as long as I’m still going and still releasing and making music, I’m succeeding. It is really easy to cave and give up with how difficult it is, so as long as I’m still going, I'm happy.
Tori: What is a habit or fear that you are actively trying to unlearn in your life right now?
Maisi: Stop overthinking lol.
Tori: In quiet moments of reflection, what is the core narrative you hope your entire body of work—both your music and your community efforts—will tell decades from now?
Maisi: I’m honestly not sure, I think if I answer that I’ll get extra existential hahah.
Tori: If your music could impart one single life lesson to every listener, what lesson would you choose?
Maisi: For someone to know they are not alone if they’re feeling how I feel.
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