Meet IamYola, the singer-songwriter giving country a soulful spin.
Yola, also known as the British queen of country-soul, will soon be on your radar. If you need proof, simply look to Yola’s music video “Ride Out in the Country” from her debut album. In it, the singer wears a floral blue dress and drives through a bucolic countryside in a custard yellow Chevrolet pickup truck. As she looks out at the horizon, she sings the following lyrics: “I take a ride out in the country/Get some wind in my hair/Let it all go like I ain’t got a care.
Speaking to Yola, who now lives in Nashville, she explains the concept further: “Lyrically the song is about escapism, and the video adds an awesome twist. We wrote the song about getting away from an oppressive environment." The sound is addictive—a sweet earworm with a come-hither twang. It’s a song that would convert even the staunchest of country-music nonbelievers—and Yola is fully aware of her ability to lure people into this divisive genre.
are also breaking the country stereotype of mournful white guys strumming guitars. Yola, who is black and British and grew up in London, is aware of her position at the forefront of this new country movement and has the electric, booming vocals to back it up. She remembers growing up on a mix of hip-hop and R&B, but eventually she cut her own path towards the folksy, country-adjacent music of Willie Nelson and Vegas-ready Dolly Parton.
Finding her place in the music world has not been easy. Yola bounced between genres and from band to band. She grew up in a strict household in which her mother was wary of the music profession and strongly encouraged her to pursue a useful degree. “If you have a trust fund to fall back on, you can take all the risks you want to get a classics degree, then figure out what you’re gonna do with a classics degree,” says Yola.
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