(26 November 2001)
Emmi has something in common with Cinderella; their story is based on simple
things and a humble attitude. She first saw the stars from distance, but now
she is shining as one of them on the European music scene.
Background. At 21, Emmi has been named "The Best Nordic Artist" this year. Her singles
"Breakable," "Crashing Down" and "Green Car" are widely played at various
radio stations and MTV Nordic. Legendary Roxy Music selected Emmi
to join their European tour and Nokia signed a contract with her for a
major advertisement campaign. Later this year she will sing with the
legendary Celtic rock band Runrig.
Emmiís start and career so far is like in a Hollywood movie. She started to
play guitar in her teens and the idea for first songs was discovered that
time. She comes from a musical family, so obviously the first notes were
given already in the mothers milk.
At 17, she went to the United States to work for a while and, after returning
to her home country Finland, the first demo tracks were made in the friends
garage with her father's assistance. EMI, as one of Finland's leading labels,
immediately realized the potential of the artist and she was signed for her
first singles. The debut album Solitary Motions
(Parlophone (Finland) 07243 531257 2 1) was released in 2001.
At this writing, Emmi is the number one female artist of the Finnish pop /
rock scene. Her strengths are the full dedication on musical aspects, nice
melodies and a unique--a bit soft--singing style. She does not fit to the
usual pop / rock star profile, but must be looked at more from the alternative
singer / songwriter perspective. "Only music counts, all the rest around
it is useless," she comments.
We reached Emmi in the middle of studio session, but she still spared some time on the phone for
Musical Discoveriesí audience. When we asked about her schedule lately, she said, "Yes, itís true
that the speed of events this year, one after another, has generally surprised positively. Just
yesterday and day before we had two gigs in the north of Finland to finish the local tour."
We asked her to comment on the touring outside Finland. "Have to say, from experience
perspective it was very valuable time to participate the tour with Roxy Music and
actually next Saturday (8th Dec) Iím going to start a new tour on the continent Europe
Today you started recording new songs for your next album. How will the style of Emmi
continue with these new songs? "Well, all the pop elements we will put aside and
concentrate on basic instruments and vocals. Pperhapps weíre going to a bit more rocky
on the next album."
People seem to wellcome your way of saying things on the lyrics, attitude on fan-relations
and the close contact you generate with people. Your success is growing, does this mean a
certain distance coming in between? "Hmm, not necessary at all, this is just how the things
are. May sound a bit flat, but Iím just making music about the things that I see around, or
that I think or dream about. I would like to maintain the close contact with the life around
me, anyway thatís the one that inspires me."
You have also done some work for Nokia, one of the leading brands in the world. What have
they prepared for Emmi? "We made cooperation for Nokiaís advertisement and this is also a
remarkable part of my international promotion. "Breakable" is playing to support their
campaign. They just liked my songs and picked me for cooperation."
That is a huge media opportunity anyway. Further itís been written about you for example,
'little girl in the machinery.' Do you feel the music world and related media that way
'big'? "Yes and no. I know what I want to do and will find my way there. Of course it may
happen that if you let others handle you uncontrolled, you will be thrown everywhere also
without any serious connection to the original idea of your existence, which is - the music!"
Ok, thanks a lot Emmi. Letís not waste any more studio time for talks, better to remain listen
now. Solitary Motions is showing the capability of Emmi as singer/songwriter from the
first degree. We look forward to hear her soft, but powerful and well balanced voice again
on the next album, which is to be released later spring 2002. Stay tuned for more news and
reviews at Musical Discoveries.
--Mauri Osterholm (Scandinavian Correspondent)
Although the album is not yet released in all territories, copies may be
obtained at amazon.de
You can also find further reviews and soundbites at this location. Certainly
an artist we will be hearing a lot more from in the future, her debut album
Solitary Motions is a must listen!