Allie X marks the music spot
Pop artist creates air of mystery around her songs and persona
Pop artist Allie X has carefully cultivated an air of secretive mystery, speaking of her upbringing sparingly and somewhat reluctantly.
The soft-spoken songwriter insists, however, that she is gradually revealing more of herself — she’s just doing it at her own pace.
“My relationship with the public I want to be very much like any other relationship, where you get to know each other a bit before you reveal information,” the Torontoraised artist said in a recent telephone interview.
“In my way, I am revealing personal information, with the story that I’m telling.”
She’s referring to the “abstractified auto-biography” of CollXtion I, a short electro-pop album that doubles as an ambitious multimedia, multi-part project spanning comic books, graphics, videos, digital installations and even a physical exhibit (titled “XHIBIT”), upcoming at Montreal’s Phi Centre.
The opaque mythology surrounding the seven-song set and accompanying series (which Allie predicts will be five parts) is probably best explained by her: “It’s the story of a girl who spins so hard that she becomes separated from her shadow and they reverse worlds, so the shadow is in the quote-unquote real world, pretending to be real, and the girl is stuck in the shadow world.”
“The story of X will be about their journey to reunite,” she added.
That elaborate backstory is starkly contrasted by the straightforward impact of Allie X’s sleekly futuristic pop, which could hardly be more immediate.
After bouncing around the Toronto indie scene, Allie shifted to L.A. and spent years polishing her chops as a songwriter.
Classically trained as a pianist and singer (one of the few personal details she’s willing to confirm), she won a crucial early endorsement from Katy Perry, who tweeted that she was “obsessed” with Allie X’s early single Catch.
That tune, a spurned-lover yarn loaded with medical imagery, reached No. 55 on the Canadian Billboard chart.
That was a year ago, and Allie X spent the interim polishing her accompanying visuals, writing more music, and preparing her highly stylized look.
And she realizes she’s not the first new artist to use curated mystery as a PR strategy.
“The Weeknd and Lana Del Rey, I think they both got to sort of pioneer this new ‘star is born of the Internet age’ thing,” she explained. “I won’t deny that I was inspired by that.”