Ami Alex: Busking Her Way to Success

One thing that annoys me is the attitude amongst many Gen Xers that there is no good new music anymore. The fact is not only is there great new music, every year, but there is a lot of fantastic artists flying under the radar still.

Some of my favorite music right now is relatively new bands like Idles, Sleaford Mods, Wet Leg—among others are in regular rotation. I still discover new artists, like I did in my promoting days.

I love social media for this reason, finding new music. Not just those who are signed, putting out professional videos, but the many folks making music with little or no funding. Over the next several weeks I will be profiling some of my discoveries. I will be trying to get some quotes from them, if possible, but mostly letting their art speak for themselves. 

I want to start this series of underground artist with one I came across a few years ago. Her name is Ami Alex from Lancashire, England. Her story is one of perseverance and vulnerability as an artist. A DIY artist, Ami has created a sound of her own which draws from the 80’s, 90’s and today’s low-fi scene. She has released several singles on all streaming platforms, including a 2023 album ‘Exile’–which has an acoustic version as well. Her live feeds on Tik Tok draw a consistent audience and her YouTube channel have several self-produced videos. 

Having been raised in a musical household her creativeness was a natural progression. Her mother played her Amy Winehouse, Pink Floyd, and Sting in the car while she was a kid. Ami’s father played in several punk bands—so along with his influence musically there were instruments available for experimentation. During the Covid lockdowns during 2020, in a Sheffield University dorm, Ami started attending the few open mics that were still happening. At one of these events, she would meet The Voice sensation ‘Norskov’, who would introduce her to the world of fulltime busking. 

‘Norskov’ on the Voice https://youtu.be/cEz54VJ9hVE?si=91u_940ZRS39dXa7

Since that time, Ami Alex has been performing around the UK for the past 3-4 years—documenting it on social media. Her live feeds show the reality of the street performer, both the positive and the negative. She has showcased the heartwarming kindness of strangers juxtaposed with the ugliness of people who make derogatory comments. Ami allows her fans (and haters) access to the unpredictable world busking while sharing stories about her life. These intimate moments give a close perspective to her day-to-day life and career. 

My personal draw to Ami’s music is here ethereal vocals that complement the soft cosmic vivacity of the lo-fi keys, synths, and electronic drums. Inside her contemporary sound is a throwback to New Wave but also reminding me of 90’s Bristol trip hop. I am a big fan of Cat Power, which Ami Alex certainly has similar qualities and with contemporaries like Billie Ellish. There also is a natural soul to her work that comes from the grittiness that is needed for street performing. It is a path that many musicians try but few really stick to it. That willingness to give oneself to the musical process despite the elements and other obstacles the outdoors bring is admirable.  

Ami Alex draws influences from the 80’s new wave synth sound mixed with more contemporary lo-fi artists. She says “When it comes to my original music, I have many influences. Some date back to the music I grew up on like the quirky Beatles songs from the ‘White Album’. Popular bands from my teenage years such as ‘The 1975’ and some more recent discoveries like ‘The Japanese House’. All these artists use synthesizers/synthesized voices and ambient sounds in some capacity. It’s all very 80s-esque!” 

On her latest single ‘elizab3th’ Ami tells the story of a close friends changes over time. It is an ambient pop ballad that is emotionally and intimately moving. The large cinematic drum track and an atmospheric soundscape, wraps the listener a warm hug of sonic intimacy. Stylistically, ‘elizab3th’ has drawn comparisons to Phil Collins, which I agree captures the dramatic feel of “Another Day in Paradise” from the 1989 album ‘…But Seriously’. Others have said it resembles the airiness of Buckinghamshire indie artist ‘The Japanese House’.” 

The video for ‘elizab3th’ that was just released on social media captures Ami’s DIY spirit. She says of her videos, “Visually, I try to incorporate the landscapes of Lancashire and the places that I visit into my music videos. I want my music to almost be an extension of myself and tell the ‘story’ of my life.”

‘elizab3th’ video   https://youtu.be/TO2zklqjoWo?si=ZQZ9NFO0VEREHKzr

If you’d like to hear/see more of Ami Alex, check her out on the following @amiialexx on all social media platforms. (Instagram, Tik Tok, X etc.)

Her linktree: https://linktr.ee/amialex

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