I can’t remember how we came across the enigma that is Brazilian electroclash artist Groovy Loff but boy did she wake us up.
What happens when a girl grows up in Brazil with a grandmother who runs a fashion agency and who is presented with vinyls of Kraftwerk at the age of six? Maybe this: teenage years spent in punk clubs before shifting to club culture and hanging out with drag queens…working as a freelance writer about music, art fashion and sex; before putting short stories to beats and introducing Brazil to the world of electroclash ala Groovy Loff.
A woman who is a true DIY artist and working hard to convince people that you can be young, blond and hot and still produce good indie art while embracing a weird perspective on everything, a woman who puts together not only her own outfits but her entire style, doing visuals in her bedroom and turning her short stories about crap dates and one-night-stands into off-kilter dance music, launched her first EP Swipe Right with zero marketing budget on VICE magazine and managed to get it to be trending on Spotify Brazil, ladies and gentlemen, I give you the indieBerlin Exclusive Interview with Groovy Loff. You heard it here first…
indieBerlin: You have a wild style – is it the real you or are you presenting a character? Or is it a bit of both?
Groovy Loff: Thank You! Oh well, surprisingly the style is the real me, most people think I’m going to a costume party… People ask me this a LOT. I take as a compliment.. hahahaha. Daily basis besides the glittering outfits I’m pretty chill and easy going – the style is loud but I’m pretty smooth.
I was blessed by Kraftwerk vinyls by my grandmother when I was just 6 years old
Groovy Loff: 10/10…fashion and music for me always walk together. I think I had to have my punk phase, my clubber phase to mix it with some weird tropical Brazilian flavor and create not just the looks but the songs..they’re all very fashionable. I don’t have the look without the music and vice versa.
indieBerlin: How would you describe the music you make?
Groovy Loff: I think it’s been kind of difficult to tag it, here in Brazil most of the people think it’s very crazy, experimental and avant garde. I don’t think so. I’m more like a story teller I think. Maybe it’s close to Miami Bass and Electroclash. Dance Trippy Music? Indie Dance?
I do my very drag queen makeup, I put my camera on a tripod and film myself expressing something I’m feeling, liking eating a lettuce with gloves
indieBerlin: We’ve really enjoyed watching you really work Instagram and use it as a platform to get attention for your music – do you do/plan everything yourself or do you work with a media team or something like that?
Groovy Loff: Thank you!!! I normally create a very cheap scenario in my room, I do my very drag queen makeup, I put my camera on a tripod and film myself expressing something I’m feeling, liking eating a lettuce with gloves…Also I write about it. Than I edit in a trippy way. I love to do that, I’m pretty bad being photographed to be honest. Amen Cindy Sherman.
“Had the anarchy and political talks but you know, with loads of makeup and iconic handmade outfits.”
indieBerlin: Tell us a little bit about your musical background.
Groovy Loff: I was blessed by Kraftwerk vinyls by my grandmother when I was just 6 years old… and well with some classics like New Order, Pet Shop Boys, also Afrika Bambaata, Beatles, Zeppelin, very young age. In my teenage years I was very into punk rock then at 17 I left the punk shows and started to go to drag queen gay clubs, where I fell in love and discovered myself. Had the anarchy and political talks but you know, with loads of makeup and iconic handmade outfits.
Inspiration? People, streets/city lights and sex
indieBerlin: How did you come up with the name Groovy Loff?
Groovy Loff: For me Groovy Loff is a character who see the future in a 70s eyes so, I love a lot the aesthetic in the 70s especially in the music scene…Groovy is my favorite word and Loff was the name of my first fashion brand, I kind of use as a surname, linked with minimalist architecture.
indieBerlin: Tell us something about yourself that you always wanted to say but no one has ever asked you yet.
Groovy Loff: I wrote a book, the name is “The ethic Virgin” and I’m pretty sure it’s my best work, I’ll wait 10 years to launch it. It’s a surreal novel…very Boris Vian style. I’m very proud of it.
indieBerlin: Where do you get your inspiration from?
Groovy Loff: people, streets/city lights and sex.
indieBerlin: How do you feel about covering a song?
Groovy Loff: most of the covers I do (rarely) is from a very different genre…Bonnie Banana, Portishead, Lovage… Work well with my voice.
indieBerlin: Do you want to greet somebody ;-))?
You guys from indieBerlin to open your platform not just to new artists but foreign ones!!! This is huge!! Honoured to answer these questions. And my fucking fab producer U.Got. This man is the man. Thank you !! XX LOFF.