Glowie

“It’s so loud and overwhelming,” she blurts over an Americano in the one desirable cake shop next door. “I feel like my favourite moments in London are when I leave the central area and further myself out where it’s more quiet. I need those moments to cool down.” Reinvigorating is in the schedule, assumedly so after a weekend of shenanigans with touring partner Ed Sheeran, performing in front of 30,000 frosty Icelandic souls.

 

At a hometown show you’d expect a high wire buzz from playing to a sea of your own people, but as an individual who openly struggles with mental health, these pinnacle moments are often delirious. “There was so much anxiety going on that sometimes when there’s so much it for long periods all of those days become a blur and it doesn’t come back to you till later.” The pop-wanderess refuses to let it bother her, notoriously bagsying a seat in BANKS’ tour bus whilst she’s at it, uniting with the witchy goddess to caldron up R&B/Pop spells all over Europe.

 

Becoming a fully-fledged jet setter allows Glowie the freedom to meet cosmic numbers of faces each time she steps onto a stage. “When I was supporting Ed I was in front of an Iceland crowd and that's very different from everything else,” She begins. “As someone who's Icelandic, we're a bit shy and don't really express ourselves. We're quite critical people and have a cold attitude even when we're having a good time, we always have a poker face but I'm totally used to that.”

 

Poker face or not, the craft of the Icelandic when creating is second to none. “It feels like people are free to create anything they want,” She pauses. “They’re not trying to fit into anything and that’s what I find great about Iceland and growing up and developing my sound there.” Further discussion into how “dyeing my hair Rihanna red,” and “piercing my nipples,” were some of the riskier choices made by Glowie, it’s easy concurring that growing up in Iceland was a rollercoaster experience.

 

“My dad really talked to me and my siblings in a way that didn't really matter what we wanted to do or what our passion was, just to follow our dreams,” She touches on life in the North Atlantic. “He really encouraged us to do that no matter what it was.” In classic Iceland style, Glowie had enabled total freedom as she chose her career path. “No matter what it was, he never pushed us into anything specific but I guess because it was such a big part of my life and something that I truly loved I ended up really wanting to be a singer.”

 

Glowie’s father pursued his own dreams of being a musician, passing crucial advice down the line to his children. “He said ‘it's going to be hard, it's not going to be easy, you might not even make it, it's a tough world out there’” these warnings acted as encouragement and furthered her sparkling progression with music.

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Glowie spreads positive energy not only through her music but through the form of hashtagging. The release of ‘Body’ came with its very own #fknbodyproud tag – a safe space for self-assurance. “I really wanted that song to be about body positivity instead of something sexy. I started the hashtag to encourage others to use it and for them to feel comfortable and confident with themselves. They can use it and show people that they're fucking body proud.”

 

This energy radiates through Glowie’s ‘purposeful pop’ touching on sensitive subjects like mental health and bullying. “I want to say something.” She states. “I grew up with gospel music and it was all about positivity, something helpful and encouraging.” New single ‘Unlovable’ follows in vein. “It’s comforting and feels soft. Maybe you've had a shitty day or month and you can lean on this song and it'll be there for you. I hope people will love it and listen to it when they need some comfort, that's the purpose of it.”

 

Empowerment flows in Glowie’s style also, where’s she’s just been named ambassador for Tommy Jeans. “I love retro things and I'm always looking at styles from the 80s and 90s and mixing them together,” She claims. But when there’s no occasion to glam up, Glowie tones down with the winning combo of jeans and a fleece. “I try not to wear anything black, ever. I love colours and I think it affects the way I feel about myself during the day. I wear a lot of red, yellow and blue.”

 

Style plays a vital role in being a musician and role model in the 21st century, with responsibilities to uphold an image that the public ooze over daily. “You’re in a position where you’re affecting so many people’s style choices just by the way you dress every day,” Glowie admits. “It’s quite a responsibility to have and I take it very seriously.” Glowie’s awareness of her status within the industry is something she keeps on top of, but doesn’t let it control her. “I don't let it change myself but I'm conscious to how I dress all the time and make sure that's the message that I'm bringing to my fans. Especially when it's young girls, to just be themselves and not too glamorous all the time.”

 

We’re now approaching the awakening of music’s glowing new product. Glowie has her eyes set on the pop prize, introducing her own Icelandic twang into the mix. “It’s going to be hectic” She prepares. From touring the planet to unleashing new creations, Glowie is blossoming into a pop wonder, a wonder that shines purpose through lyrics, style and conversation.