«Sticking with the right people is a form of independence»: interview with Aminé

Aminé's music is bright like summer, a vibrant yellow like the logo of his brand Club Banana, a brilliant green like that of a freshly mowed lawn. We meet the rapper a few days before his first show in Milan, on July 17th at Circolo Magnolia, an event for which he says he is excited, not so much for the nervousness of getting on stage (he's been touring for seven years, so he's used to it by now), but for the surprise of discovering a different audience, an ocean away from the Californian sun, New York skyscrapers, and even his hometown, Portland. With a Grammy nomination, a platinum record, an album with internationally renowned rapper Kaytranada, and a collaboration with New Balance under his belt, chatting with Aminé is actually an extremely grounding experience. His approach to music and fashion is intentional and honest, anchored in a strong sense of gratitude that is rare in the glitz and glamour industry. Sharing how he has learned to protect his mental peace and carve out his own space in the overwhelming chaos of the entertainment world, Aminé reveals that it was enough for him to recognise the beauty in the little things of everyday life - «whether it's a dead bug on the sidewalk or a random guy drinking coffee on the corner who's got the coolest outfit» - and dedicate any free moment to creation.

Aminé's story starts in Portland, Oregon. Physically removed from the cultural centres where American rap was actually developing, the rapper tells us he had to build a resume on his own, taking inspiration from the internet. It was those formative years that helped him develop a creative direction so focused on colors, he tells us, mainly inspired by the movies he watched while dreaming of making it as a shoe designer. «When it came to making music, I just approached it in a sense where I wanted to feel the same way the movies made me feel, colourful and full of life,» recalls the rapper. Thinking in visuals, his music essentially also reflects his style. «I'm not really a dark guy, I don't wear black, ever,» and he adds that although the world of hip hop has historically been tied to the world of black&white, there have been offbeat artists like De La Soul and even Kanye («when he wore the pink polo,» he specifies) who have been standard-bearers of the countertrend.

Paradoxically, the technicolor visuals and even the upbeat rhythm that blends techno and hyperpop elements shield dark and deep lyrics. «I love writing depressing lyrics to the happiest beats because it's funny,» says Aminé. «You'll be dancing to something you love and then you realise the lyrics are really sad.» A recent example that particularly struck him was Brat, the latest album by Charli XCX that has been making waves on the web since its release. Like Good For You, TWOPOINTFIVE, and Kaytraminé, he is passionate about the sensory clash between a cheerful rhythm and a dark reflection. «It actually isn’t just hype,» he says, aware that Charli XCX's album has already gone viral. Discussing the pressures contemporary artists face today to make it in the music world, the rapper offers an interesting reflection on the double-edged sword that are social media. «You can't ignore the fact that TikTok and being viral is the only way music blows up these days, but it is a sad time for artists,» comments the rapper. «It feels like some of the art can't be as genuine as it once was, but the best shit that people like is always made by accident, it's always about somebody speaking from their heart.» Similarly, he emphasises the importance for emerging musicians of not trying to make it on their own at all costs. «Having the right team is really important, because sticking with the right people is a form of independence itself. You have got to find the right independence and not take it so literally.»

Despite songs that talk about loneliness, depression, and nostalgia, the colors Aminé chooses for his visuals have nothing to do with emotions, like green for jealousy and blue for sadness. As he shows us the shirt he is wearing, an upcoming release from Club Banana inspired by a vintage soccer jersey, he tells us that he loves using color for narrative purposes. «You can throw a bunch of colors at a shoe and it looks great, but the proudest moment is when you use color from something that has a sentimental story behind it, like the leaf or the tree that you grew up seeing in your front yard.» This "natural" approach that the rapper dedicates to the creative process of Club Banana is reflected in his conscious vision of fashion and consumption. «Not every brand needs a million pairs of socks,» he observes. «I'm trying to make sure the things we're making feel intentional and have a purpose, that you keep that shirt because it means more than just your average t-shirt.» As the idea strikes us that Aminé's next date at Circolo Magnolia will inspire the rapper to design a collection outlined by Milan's saffron yellow, we ask him what motivates him most to create. «If I'm not creating, I get very depressed,» he says bluntly, but then adds: «music is something that people can carry with themselves, of course, for years, but being able to physically touch something that we made is also really cool, and I love walking down the street and seeing a kid wearing my shoes.»