GREATEST: Snoh Aalegra
The Swedish-Iranian singer chats about her cultural identity, why women in music need each other and how her encounter with Prince changed her life forever.
There’s no mistaking Snoh Aalegra’s sultry sound. The Swedish-Iranian singer—whose voice you might have heard sampled on Drake’s More Life—established her musical roots among the greats. Beyond her apprenticeship under the late icon Prince, she’s also worked with heavy-hitters like Common, Daniel Caesar and Boi-1da. We sat down with Aalegra to chat about cultural identity, why women in music need each other, and the moment Prince changed her life forever.
I know that your real name is Snoh, but what inspired the stage name Snoh Aalegra?
It took me a while to decide on a stage name to go with Snoh. Eventually, I came across the name “allegra” which means “joyful” in Italian. I switched up the spelling to make it my own with the two a’s. I wanted to bring a positive energy to my name since I really believe words are powerful.
When did you discover your love for music?
I knew my calling at a very young age. I would say I was nine years old when I made my first attempt to write a song. It didn’t make any sense grammatically since English is my third language, and I wasn’t too good at it as a nine-year-old. But the passion was always there from the start. I have an otherworldly love for music, something I have a hard time describing with words. It’s a strong feeling.
A few years ago in an interview, you mentioned you were signed to Sony at the age of 14. Would you recommend committing to a label at such a young age?
Things have changed so much since then, and I would definitely not recommend that anyone jump at a label deal. I would advise taking your time and building an organic, grassroots foundation. Now with the internet, there are endless opportunities and countless other ways to reach people.
Your career has really taken off since the release of your debut album, Feels, in 2017. Was there a pinnacle moment at any point where you felt like you had finally made it?
I still don’t feel like I’ve reached that point, but I definitely experienced a life-changing moment with one of my heroes, Prince. Having him acknowledge me and tell me I have “it” means the world to me. His love and words of encouragement are things I will carry with me for life. I don’t really need validation from anyone else. I’ve struggled with so much resistance in my life doing this work. I’ve experienced industry politics and insider people working against me during my journey, people telling me I’m never going to make it. I’ll never listen. I’m doing me, and I only care about my fans and the people I actually respect.
How was opening for Daniel Caesar on tour?
It was incredible and so much fun. I learned a lot and got to perform for his amazing, loving audience that welcomed me with open arms. I’ll never forget that experience, and I’m thankful to Daniel and his team for picking me to open for him.
What’s one thing you miss while touring?
My bed. I have the best bed.
You grew up in Uppsala, Sweden and also spent some time in the U.K. before moving to the U.S. and settling down in L.A. How do you view the difference between the U.K. music scene and music culture in the U.S.?
I really appreciate the music scene in the U.K. They have a great love for new artists and a great live music scene. I feel like they are always ahead of the game because they’re so much more open to new artists. The U.S. is tough. You’re always competing with what’s on the radio here, and I’m not really making the kind of music that is popular on the radio. But I can feel a slow switch happening. People are becoming more open to artists like myself.
I’ve struggled with so much resistance in my life doing this work. I’ve experienced industry politics and insider people working against me during my journey, people telling me I’m never going to make it. I’ll never listen. I’m doing me, and I only care about my fans and the people I actually respect.
How many languages do you speak?
I speak three fluently: Swedish, Farsi and English. I speak a tiny bit of Spanish, too, but I wouldn’t say I’m particularly good at it. I understand it better than I speak it.
Your parents are both Iranian. With what’s happening today in the U.S. right now, do you ever feel isolated from your culture or your cultural identity?
I’m an immigrant anywhere I go in this world. I was born and raised in Sweden, which to me is my home country, but I’m seen as an immigrant there because of my Iranian descent and dark features. I’m an immigrant here in the U.S. as well, and every day I get asked where I’m from, where my accent is from. With everything that’s going on—especially being from Iran—I definitely feel unwelcome knowing my family might get in trouble for wanting to come visit me in L.A. just because they are originally from Iran. It’s a scary, sad feeling.
Are you familiar with some of the rising U.K. artists like Ella Mai and Jorja Smith? Could you see yourself collaborating with either of them?
Yes, of course. Both of those ladies are super dope, and I could see myself working with both of them. I’ve actually already been writing in the studio with Jorja. We have great chemistry.
Boi-1da and Drake used your single “Time” as a sample for the song “Do Not Disturb” on the 2017 album More Life. What was that like for you, and do you think that ultimately helped build your fan base?
It was so cool to be sampled on the More Life album since I’m a huge Drake fan. And Boi-1da and I are already close; I love working with him, so it’s just all love. I feel like a few people have discovered me via that sample, but it wasn’t a feature, so it’s a slow discovery.
You worked with Prince, which is incredible. How did that happen and what was it like?
Long story, but he basically discovered me online when I had only two songs out. He reached out and told me he thought I was meant to be a very important artist. He said I have an analog voice and a special calling. He wanted to make a whole album with me. Unfortunately we didn’t get that far, but I’ll cherish the memories and everything I got to experience with him over the three years we knew each other before he sadly passed away. Having somebody like him tell me I’m good enough is the ultimate recognition—it’s the most I could ever ask for. I’m forever grateful.
If you could make a collaboration album with Michael Jackson or Prince, who would you choose?
Oh my god, you can’t ask me this. Prince would be so mad if I picked Michael Jackson. It would have to be both!
There’s a stigma that women in the music industry today compete rather than collaborate with each other. Is this something you’ve experienced?
This is something I’m definitely in my feelings about. I have the dopest queens in the world in my DMs congratulating me, telling me they are fans. Most are, like, 10 times bigger than me and have a huge voice with major impact on their social channels. I feel beyond happy when they reach out, but I can’t help but wonder why they don’t support me in public. If I love a female artist in my own lane, I scream loud with support and would be so happy if they did as well. In my eyes, the more people who do well with a similar sound to mine, the easier it gets for me to break through. I love good music, and I don’t discriminate in my support of it. Also, you never know; I was told Rihanna once opened for Ciara. You never know who is going to be who in the future. If female artists would collaborate and merge their brands the way that male artists and rappers do, our voices together would be larger than life and an unstoppable force. Shoutout to the handful of goddesses who do support on the regular. Not all females are that way!
What would you like to tell your fans?
That I’m coming! I’m going on my first North American headline tour, which I’m super excited about, and I also have a European headline tour in 2019. There’s also new music on the way. But beyond that, I want them to know that I appreciate every single person who truly supports me and listens to my music. I’m forever grateful for the ones who share my work—it’s all I can ask for. I really hope I get to see everyone on tour; it would mean the world to me.
Photography by Angella Choe, Interview by Tameka Abraham and Styling by Leslie Corpuz