Amila – MNZ Interview: Cross Section S01 / E10 – Amila

Aiming to dissect the cross section between the creative process and the industry side, Cross Section is an exciting interview series hosted by Shannon Coulomb.

Camila Roa Nunez, who writes and records as Amila (pronounced ‘a-meela’) is a bright new bilingual voice in the New Zealand music scene who currently has over 1.7 million Spotify streams and commercial radio success. Amila made her first impression as a natural talent in 2018 when she released her debut single and music video Owe It All To You – both of which are dedicated to her family who sacrificed everything in search of a better life. Amila’s ‘give anything a try’ attitude has forged an exciting start to her promising career, which she says will forever be inspired by her love for her family.

Her new five-track EP Life Changes includes tracks, Love Language, Break The Pattern, Must Be A Dream, Changes, and Missing Out.

What did the creative process look like in regards to creating your new EP, Life Changes?

My creative process was very fun, I had been making music that was all very different! I guess I was experimenting and trying to find my sound. It was very fortunate enough to work with Dan Martin and Rory Noble, they were super excited to incorporate my Spanish sound into this EP. We worked really hard to find the perfect mix! Writing life changes was really fun, it was the first time I felt I had a clear purpose on what I wanted my music to sound like! And I really had the opportunity to create what I wanted to make that felt authentic to me.

Do you apply the same creative processes to other aspects of the Music Industry, for example, in your approach to marketing yourself?

You definitely need to separate yourself from your artist self! Personally, I don’t really like posting that much but as “Amila” is it a crucial part of my career! I do love interacting with people it’s the best part! Seeing all the lovely messages on how my work has helped them through tough times is very special. You always just need to have full confidence in your work, you need to believe that it’s a great project otherwise how would you convince others to listen.

Is your creative process something you feel to have locked down or does it generally change on a song by song/release by release basis?

It’s always changing, I’m always inspired by new music that comes out. My songs reflect on what goes on in my personal life so if something changes it will definitely appear in my music. It’s always changing literally but music wise I love to have fun and see what happens at the studio!

It’s also really fun to invite new writers and musicians, everyone has such different views on how something should sound like, and it often helps push me out of my comfort and try something new.

What qualities do you appreciate the most in other musicians?

I love great song writing especially story telling. I think that’s why I specially love Olivia Rodrigo and Abba! They find very rare and unusual words you can’t tell what they’re going to say next. It’s so interesting and refreshing.

If you could collaborate with another NZ musician/band, who would it be?

I would love to collaborate with Teeks, create a beautiful ballad! Imagine singing with a massive orchestra, that would be a dream!

How do you keep an eye to the future in regards to your work and work ethic? Do you generally focus on just the project at hand or are you considering how it fits into a larger plan?

Always looking at the bigger picture, planning ahead is key to ensure you’re constantly on people’s minds and it’s key to just keep releasing.

The globalisation of Latin American music and artists is becoming one of the primary drivers, and successes of the international music market, out growing the broader industry. Where have you had the most success in terms of marketing both internationally and to the Aotearoa audience?

It’s very interesting, I have a look of support from my Chilean community in NZ and in Chile. I find it the most successful when I do songs in both English and Spanish, in a way you’re merging both communities together without having to keep it separate. The Chilean community is very support of what I do and I’m very grateful for it

There are so many resources available to musicians in Aotearoa, such as Muzic.net.nz , Music Managers Forum Aotearoa, APRA/AMCOS and Recorded Music NZ. Have any of these (or other) NZ resources played a significant role in your journey so far?

I mean we’re so incredibly lucky to have such amazing support! Being a musician often means you’re playing multiple roles and that can be difficult. I personally have been lucky enough to participate in the APRA Song writing week, I meet so many people it really does help make long lasting relationships both internationally and in NZ!

Has having access to these resources led to any break-through moments for you, particularly in regards to crafting a successful narrative in your online presence?

Yes definitely, being booked for shows by seeing the contacts available in the Manager Forum, as well as participating in song writing camps and meeting new people.

Are there any other resources that you would recommend to NZ musicians who are coming to terms with the business side of the craft?

I love following all these amazing organisations on Instagram! I find it’s best to be subscribed to their newsletters, etc. that way you don’t miss out on any news. I find its incredibly helpful to reach out to other musicians that you find are doing well! Asking for help or how they managed to get certain things. All NZ musicians are so lovely and almost everyone is willing to help. I have found so much success by just asking, emailing brands, and getting collaborations with big artists all by sending a message.

Amila – Media links:

Facebook Page

YouTube Page

Instagram Page

Spotify Page

Apple Music Page

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Shannon Coulomb is the co-songwriter, guitarist and producer for Auckland Based band Impostor Syndrome. He also plays bass for Swerve City and is currently the Head of Music at Birkenhead College, Auckland, as well as a tutor for Music Education at AUT University.

Impostor Syndrome:
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Swerve City:
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