Forever HOOKS

HOOKS Forever Artwork

HOOKS is an intriguing new electronic project and the release of ‘Forever’ (via XELON Entertainment) serves as the perfect introduction to what is only the beginning of what you can guarantee is going to be a delirious ride. In the style of virtual band Gorillaz and duo Daft Punk – HOOKS music asks its audience to focus on the art and allow mystery and intrigue to surround the creatives themselves. In order to lift the lid on the mystery slightly we spoke to HOOKS about ‘Forever’, the creative vision behind the project and the hopes of a Winston Surfshirt collab.

For those that haven’t heard your music before , how would you describe the 'Hooks' sound? 

HOOKS is alt pop, it’s main focus is creating a fun, energetic vibe - 

It wants you to dance, be happy and celebrate anything that needs to be celebrated.

We spent a lot of time referencing that kind of carefree 90’s music.
Using that as a blueprint, we then tried to incorporate interesting rhythms, ad libs and other sonic treats to keep you guessing.

Most of the lyrics are quite visual, or at least want to illicit a kind of cheeky montage of thoughts and memories  that are vivid, funny and relatable. 

Tell us about your new song 'Forever'?

‘Forever’ is about the elation that a new, positive relationship illicit’s.

I don’t really want to get too specific with what it means to me, or where the thoughts came from when we were fleshing out the idea, because songs and the way we interpret them can be so wildly different from person to person.

Ultimately it’s about acknowledging the person, people or things that make you happy.
Taking a moment to tell them how you feel.

Kind of like being someone's hype man because you just wanna let them know they’re great.

The irony though, is that the relationship this song was about lasted for a little over a month…

So.Much.Shade…

What does the song mean to you?

The song's meaning has evolved for me, as I said before, the guy that I had in mind when we wrote this song wasn’t a life partner - which is hilarious to me.

However, it’s taught me the value of what I’m gonna call ‘concentrated bliss.’

People, situations, even songs, all find you in moments when you need them, and they last as long as is cosmically necessary.

Don’t fight it - learn from it and love what it was. I rated his awesome highly, and still do.

But I also appreciate what we had, no matter how brief, no matter how hard.

In learning that - I was able to compartmentalise my emotions very quickly.
It was an awesome and translatable life lesson.

You worked with some big names on 'Forever', Simon Oscroft, Simon Gooding & John Davis. How did secure such talented people's help on such a new project? 

 I guess I was lucky.

Simon Oscroft, my producer and all round amazing guy had just come back from America due to Covid.
My manager hooked me up with a writing session and it flowed so well.

After talking to him about potential co writes I mentioned an NZ band called Balu Brigada.

Henry Beasley (one Half of the duo) was already working with Simon on some other projects and said he could make it happen.
The first session was so good that we just kept working together.

If it ain’t broke don’t fix it.

I’d worked with Simon Gooding before on a couple of projects, and knew he would do an amazing job.

So he seemed like the obvious option.

Luckily he had some space and liked the songs, so he was happy to help.

John Davis, I don’t even know how that happened, but If you look at his discography, you’ll understand why I’m so chuffed about it.

“The video is ambiguous, anonymous and super moreish”

— HOOKS

Your aim is for fans to 'Focus on the Art and allow Mystery and intrigue to surround its creators'  was this the brief you gave to Mardo El Noor, who created the video for the 'Forever', do you think the video is representative of that concept? 

The video is ambiguous, anonymous and super moreish. It’s aesthetically satisfying, but leaves you curious.

You don’t know what’s really happening, but as it progresses you start to fill in the gaps and create your own narrative. 

That’s exactly what I want people to do with HOOKS.

What is HOOKS?

Is it a band? Is it a group? Is it one person?

For the moment let the music take over, and enjoy it for what it is.

Can we expect a full Hooks album out soon?  If so, what can fans expect from the new release? 

The plan is to see where this song and the upcoming releases lead to, and to go from there.
Letting the way the content’s received, direct the way we pivot is the buzz for the minute.

No pressure, no expectation, just music and good vibes.

Do you have plans to tour now the world is starting to open back up?

The world’s still in such a weird place, the focus is to keep creating content for now. Always brainstorming though.
I feel like a HOOKS show wants to be a synaesthetic experience.

How and when that’s gonna happen is very audience / demographic dependant.

The idea gets me buzzing though, I can’t wait to turn that thought into a reality.

“At some point the music industry was hijacked by the fashion industry, it’s kinda sad.”

— HOOKS

Your music is compared to Daft Punk , Gorillaz and Groove Armarda, how does that sit with you? is this the genre you would place yourself in?

It’s hard to compare or have your music compared to such prolific artists, it feels cheeky.

In HOOKS’ formative stages, those bands were among those we were referencing.

Whether or not the music’s reminiscent of those artist - I don’t know.

I’m too close to it to have a clear perspective.

The fact that we need to compare and assess art to draw people in, is an issue within itself.

At some point the music industry was hijacked by the fashion industry, it’s kinda sad.

Do you play a part in the production side of your music?

No, not at all - I’m not very good at the production side of music / tech in general.

Would love to learn though, I need to get on the tools!

How did you get your start in music?

I had a manager who was more than willing to push me in the right direction, and open doors for me 

I really feel like having people that you trust and creating a network is the best way to start out.

Who do you credit as your musical influences?

My musical influences are pretty broad.

I grew up listening to heaps of music that was more alternative and less pop, but as I got older I started to appreciate different music.
I feel like that’s the best way to be, open to listening to things that you don’t even like initially.

I’m a huge fan of Carol King, Josh Rouse, Shuggie Otis, the Velvet Underground and so many more.

But I also love Curtis Waters, Dua Lipa and that song ‘Peaches’ by Justin Bieber slaps.

Who would be your ultimate Collab Partner be? 

At the moment it would have to be these three

Daniel Cesar

H.E.R

Winston Surfshirt 

Who in your crew or team deserves a shout out but never gets one? And what is it they do that keeps your world turning?

Big ups to Angie Young who does so much behind the scenes to help make the most out of everything we do.

Also, Mikee - my manager, he’s got a whole lotta love to share.

What's next for you? What can we expect in 2022 ? 

Who knows, I’m just taking it in my stride for the minute.
It feels nice being in a position where I’m not hyper conscious of where this is going or what needs to happen.

I’m just focusing on the Music and letting people listen and seeing what happens.

HOOKS - Forever YouTube / Soundcloud

Interview by Michelle Symes

February 2022