Double page spread interview

Shaniya - formally known as Shaniya Purchase is one of the UK’s most popular young female R&B artists. Rising to fame at the age of 14 in late 2011, Shaniya begun by performing songs she had written and posting them on social networking sites. After seeing her videos on YouTube, she was contacted by a small Indie record label and asked to join. She was there for 3 years and already was a major hit with the 12 – 20 audience. At the age of 17, early July – Shaniya got the most important call of her life, which would change everything and lead her to world wide fame. After receiving a call from Roc Nation (Jay-Z’s record label) Shaniya up and went to live near their UK base.

How did you get into music?

Well, music has always been around me. Growing up with older siblings and parents that enjoyed music, I guess it became a part of me; like an arm or a leg and it got to a point that it would be all I could think about. As a child I would pick up on things really quickly so I always liked to try new things. At the age of five I decided that I would try out the guitar – I loved it instantly, that then lead to me learning as many instruments as I could. As soon as I was able to get a job I started saving up to make a studio in my room. It had microphones, tech equipment, instruments. There’s something else, though, about music, it’s a way of expressing emotion, feeling, motion. I always used music as a release because it’s the one thing that you can change during time, but also stays the same.

When writing songs what is your inspiration?

The songs I write are mainly based on feeling and what is happening around me. I've always just been able to write songs, I've never had writers block because the song comes together as I go about my daily life. When I put a pen to paper things just flow and it’s amazing what your mind picks up that you didn't notice before.

How did it feel being signed by Jay-Z?

I spent the early years of my life trying to make something of myself. Juggling school and work from the age of 12, so that I could make my dreams come true. When I got the call informing me that Jay-Z wanted to sign me, it was honestly the best day of my life; for that whole week I went round with a smile on my face and nothing could bring me down. Everything I had worked for was finally paying off.  What made this whole experience so exciting was the fact that it was JAY-Z that called to sign me; I idolised him and to know that he noticed me, was one of the greatest feelings ever and 4 years later I still don’t think I have ever recovered from that day.

What were your aims when joining the music industry?

I wanted to make the world feel what I feel, when I think about music. When I write or listen to music I feel as if I'm being transported to another world, where everything is perfect and peaceful and nothing could go wrong. I also wanted to be an inspiration to my fans, so many people in this world don’t have anyone and if myself or music can make them feel secure – it brings me joy and makes me feel as if I have accomplished something.

Was the pressure high, being a young star?

No one fully understands the level of determination you need to be able to make it in the music industry. You always have to be alert and ready for anything that is thrown at you and worst of all you have no say in the matter. Although there are many benefits of being signed to a major label, there are many disadvantages too. At times I thought as though my voice couldn't be heard or decisions about me were being made without my input. It is a consuming business and if you let yourself fall, you’ll fall hard. Trying to meet deadlines and please everyone can really break you; I barely slept or ate and honestly at times I felt to give up and let the hopelessness consume me. The hardest thing about all of this is that you start to lose yourself, having to be all these different people and changing your image to suit the trends. After a while it became a battle of me vs. me, I started to believe what that I was this talentless, selfish person just like the media and critics had portrayed. In this industry there are two people – people who see light and people who see dark. For most of the time I was in-between and if it wasn't for my fans, I would be consumed by total darkness and everything I had worked for would have been pointless. Fans are the most important thing and I have never been as grateful as I am, to have so many; they are family.

Now that you are back on track, what are your aims?

I feel that I need to give back and thank the people who helped me become who I am. I plan on starting a portable record label; going round recruiting young stars and helping their dreams come true. Being in their shoes 4 years previously, I think this would benefit a lot.