by alex grainger
photo by roy freiha
Abby Sage released her new EP The Florist on October 21st. The soft-pop EP came together during a period of solitude and transit, largely dipping into the minds of others — their experiences, their stories, their struggles. From the alluring gentle vocals backed by subtle pop beats to an excerpt of a conversation with her Nanna, The Florist projects the message to “not be afraid to reach out to one another.” Read more about The Florist and Abby Sage below!
Can you tell us what your EP The Florist is about? Are you telling a story through the EP?
Abby: “Of course. The Florist I leaned heavily into a ‘fly on the wall; mentality. I was spending a lot of time alone but surrounded by many people in transit. I wrote the project with others in mind; others and their experiences and stories, particularly struggles people face through the various stages of life. For example, ‘Pool Party’ really zeroes in on moments of youth feeling unprepared, overwhelmed, and a bit out of sorts. To contrast this, I included a conversation I had with my Nanna where she speaks on the troubles she faces and her overarching feeling of falling behind, regarding technology in particular. I think we really glorify youth and there are a lot of pieces of work out there that focus on ‘firsts’ — first love, first heartbreak, etc. My Nanna really inspired the project because I wanted to get both sides of the timeline. The beginning and the end.”
What’s the meaning behind the EP title, The Florist?
Abby: “‘The Florist’ is a song on the project that I felt fully encapsulated the project. It’s about asking for help. ‘The Florist’ is someone who for a living makes a space more beautiful while delivering a message (of love, of forgiveness, of condolences). Amidst moments of trouble we ask for help from friends, family, partners. That’s who I wanted ‘The Florist’ to be. Someone who helps make our lives a little brighter. The project represents the power of leaning on one another.”
What was the creative process behind the EP?
Abby: “I was in London for most of the writing portion of the project. Most of the songs started as poems, particularly ‘Pool Party.’ I would bring these to Roy Kerr and Tim Bran who helped me build the project out and we would take it from there. It was a really beautiful process and we all worked so well together. It feels really special when you find that. I would take the tube every morning to their studio and that time in transit really helped me gather my thoughts, observe my surroundings, and start the studio day with a really clear mind.”
You note how you’re ready to “speak directly and eloquently” to your audience. Do you have a message you are sending to listeners of The Florist?
Abby: “Yes! I think I touched on it a bit earlier. I think I would want to tell listeners not to be afraid to reach out to one another. Whether it be for help or just to show appreciation. There’s a lot of power in communication. That can get lost so easily since I feel like we’re in a rather isolating period of time. ‘I love you, thank you’ goes a long way.”
How would you describe your sound? How has it evolved since your first SoundCloud demo to now upon the release of The Florist?
Abby: “I don’t really know. I want it to feel really grand. I think that’s the biggest difference compared to the beginning. I wrote everything acoustically, so leaned into a more singer-songwriter style. Growing up listening to Florence and the Machine, I always craved building it out to that big big feeling. Fill an amphitheater with emotion type feel.”
How did moving from LA to London influence this EP, your music, and who you are as an artist?
Abby: “I am still in LA, I just spend a lot of time in London. I have close family there so have always felt close to the music that comes out of it. I think it felt natural more than anything to make the project there.”
Is there a song off The Florist you are most proud of? One that was the most challenging to create? One that was the most fun to create?
Abby: “I think the most challenging was ‘High Five.’ I had a concussion the week we planned to work so felt very out of sorts. We recorded this one in LA and Miya Folick came in to help write. It ended up being such a moment of relief having her there. She really helped with the writing process and was such an incredible addition to the song.
The most fun was ‘Backwards Directions’ since Roy, Tim, and I started it pretty late into a session day. We were working on something and scratched it the minute I found the melody for backwards directions. It was a really fun organic day, Roy and Tim really took the switch in their stride and we made something we were all really proud of.”
You mention how at the start of your career music was a way for you to mature and grow your confidence. How have you grown through the process of creating this EP?
Abby: “It’s weird to look back on where I was before I wrote this project. It feels like an entirely different person. I feel so sure of everything I created and so sure of how to build it out visually. I’ve never had that sense of clarity before.”
What are you most proud of upon the release of The Florist?
Abby: “I think the project as a whole feels really special to me. I created everything as honestly as I could and looking back at it all I don’t think I could have captured myself and my vision any more truthfully. I haven’t felt that in a while so that alone makes me the most proud.”