Ama is addicted to healing

Ama’s bullshit detector is top of the line. On her song “So…,” an honest bop about emotional distance, the London singer-songwriter knows exactly when she’s being played and how not to look like a dummy: “I’ll keep it a buck that I liеd,” she sings, “I made sure I did not catch any feelings for you.” Ama can also clock when she’s lying to herself. A year ago, she decided to change her longtime alias, Ama Lou, after she realized it no longer spoke to who she was. As her therapist likes to tell her, “she has an inner dialogue like no other.”

On a recent video call from Los Angeles, the artist now going simply by “Ama” joins me camera-off with her handle still reading “Ama Lou” (though she assures me she’ll be updating it as soon as we hang up). She’s here to talk about her forthcoming new album, and when I mention one of my favorite tracks the air in the call shifts. “When people tell me their favorite song, it's really quite telling of their inner world,” she says, suddenly dropping her guard. She asks me for my sign and I tell her I’m a Scorpio. “Now I found you're a Scorpio, I'm unlocked,” she says. The real Ama is ready to chat.

Ama is a bit of an enigma online. Despite amassing over 40 million views on YouTube across her music and music videos, there are but a mere two interviews with her on the platform. So who is Ama? Ask the one section of fans on the internet and they’d say she’s Zendaya’s twin; ask the LGBTQ+ community and they’d claim her as their favorite “stem” (though she’s never spoken explicitly about her sexuality). Knowing who she is, and more importantly, who she isn't, is what Ama’s latest project is all about.

Ahead, Ama talks about her forthcoming record, signing with Brent Faiyaz’s imprint, ISO Supremacy, losing her ability to write, and finding it again.

THE FADER: So, you're back and you’re “Ama.”

AMA: I'm back. Back in the fucking streets, let me tell you. And I’m Ama. Even though my display name says Ama “Lou,” I can see that right now, but that's fine. I'll change that.

What have you been up to since you last dropped?

Oh my god, it's like another lifetime to be honest. I feel like I've completely changed as a person. I mean, obviously finishing this album, making videos, getting reacquainted with a new team, just creating and living life.

Let’s get into the banger R&B song the internet cannot stop talking about. "Need You Bad" with Brent Faiyaz. Did you have reservations about coming back?

I feel like when I release music, it’s not really mine anymore. I like to see people's reactions and how they interpret stuff. If I gave an upfront explanation, it might not hit someone else the same way. You can't be too precious about music once it's released. It’s a present for the world to integrate into their lives however they want to.

Brent’s not only on the song but you also signed to his imprint. How’d that happen?

I’ve known Brent for years. Honestly, he randomly FaceTimed me and was like, Bro, what the fuck? You're not signed? He told me, I’m the best and worst CEO, I just give you whatever you want. He’s a great friend and it just seemed natural. I felt at ease getting into the details because he understands the process.

Did him being an artist make the decision easier for you?

For sure. He champions individuality. I’ve been signed to a massive label before, and people come in with ideas that have really nothing to do with you. They’re systematic instead of personal. Being signed to an artist who has figured out the game — he only makes a space where he wants me to have complete autonomy.

You posted about your return and dropping "Lou" from your name. Why was making that announcement important?

I wanted to start how I meant to go on: showing up very much as myself and not with a character or some aesthetic world to hide behind. With this album, it's the first time I've ever written 100% from my own perspective. My last project was buried between cryptic lyrics and complicated production. I haven't really revealed anything about myself in the past, so I’m stepping to the plate. I’m closing the loop to be one continuous person rather than having shields to hide behind.

After my last album, I just felt a little bit lost and I actually kind of lost the ability to write, which had never happened to me, ever. I've been writing since I was 11 and it was so jarring and I was like Okay, well where do I turn to? I didn't feel great about um, the post-situation of my last album and I just, yeah, just felt super lost.

How did you get that ability back?

I realized the pressure was making it not enjoyable, and I find it hard to do things that aren't fun. I went in the studio with my engineer — no pressure, no label — and just said, I'm going to make stuff for the fun of it. These songs only solidified when I would show up with the truth. If I tried to write conceptually, nothing would stick.

How do you make sure you’re being truthful when you write?

I have a very strong inner dialogue. As my therapist says, I'm "addicted to healing." I'm always calling bullshit on myself because I want to be the best version. I don't gaslight myself. I’ll ask the self in my head, "Is that actually how you feel? How would you say it to someone in person?" It doesn't have to be clever all the time. I try to have a good bullshit meter on my own vibes.

This feels like your most R&B album. Would you agree?

Yeah. My favorite album is Brandy's Never Say Never, and from top to bottom that album is so cohesive and so easy to listen to. It's so digestible to a point where you sometimes don't know when it starts. And that was really my goal. I based my album around having that feeling, not necessarily copying Brandy in any way, but that was my basis of wanting that feeling.

When I started writing, I was very much into pop structures. I love pop music and those structures came very naturally to me. So I was like, "Well, I don't listen to necessarily always very complicated music. Why don't I just go back to my roots of what I'm actually good at?” I definitely think it’s the most R&B album that I have. I think it’s got the essence of pure R&B in it, but still sounding like something I would do.

People online have described your style as "stem" (stud + femme). Does this new era feel more feminine-leaning to you?

People who have known me for a long time don't understand why anyone thinks I’m masculine. My style was always quite girly, but being more masculine presenting was a protective thing, wanting to hide a little bit. I just didn't want to be seen. In this hiatus, I dissected that. I’m just showing a more well-rounded version of myself. Women are the most multifaceted people. We can do what women do and what men do. The "dude" will come back at the right time and place, but sometimes I’m trying to have the legs out, knees out.

What are you looking forward to most with the release of the new album?

Reconnecting with listeners and touring. I went to a show last night and remembered how much I miss being on stage and hearing people sing your songs from their heart. I’m just very excited about being outside again.