Emei is stepping onto one of her biggest stages yet. With less than two weeks until Margins United 2025, the LA-based alt-pop force is gearing up to join a lineup that celebrates East and Southeast Asian creativity in all its forms. Known for her sharp lyricism, fearless storytelling and livewire presence, she’s carved out a cult following that bridges continents. Her new single Stereo with Jax Jones has already underlined her global potential, but it’s her ability to connect deeply with fans, on and off stage, that makes her a standout voice of her generation.
On Saturday 27 September, London will host the festival’s second edition across Exhibition in White City and Scala in King’s Cross, blending music, fashion, food and art into one communal celebration. Alongside Japanese pop icon Kyary Pamyu Pamyu, Jax Jones & Friends, and fresh faces like Peterparker69, she brings her own alt-pop universe to the mix: a sound rooted in honesty and charisma, shaped by her Chinese-American upbringing and honed on stages worldwide. For Emei, this London date is more than a performance: it’s a chance to stand shoulder to shoulder with a community rewriting what pop can be.
Emei, we first talked with you in 2022. Since then, many changes have occurred. How have your life and music evolved in these past few years?
Wow! Yes, it’s been a while. Thank you for your support back then and now! It means a lot. A lot has changed! I’ve put out two (three if you count End of an Era, which Trust Issues was a part of!) bodies of music, and I’ve met so many of my fans in cities all over the world. It's insane even saying that now. My music has definitely evolved with my life. Not only has my life changed quite a lot over the past few years, but also the style of my music and understanding of why I make my music have changed. I’ve always loved performing live, and after touring my music now, I’ve gained a better understanding of what I like to play live as well, so of course, my music has been changing with that in mind as well!
You’re now a key part of Margins United 2025, Europe’s only festival celebrating alternative East & Southeast Asian culture. What does performing at an event like this mean to you?
Being a Chinese-American first-gen has always been so core to who I am and my music. It’s so special to be a part of a festival that uplifts people like me and is also specifically aimed at fans like me. As a kid, there was nothing like this, and it’s really very special to be a part of Margins United!
Margins United brings together music, fashion, art, and community. How do you see your music fitting into this diverse celebration?
All things I love!!! And also all things that are so heavily influenced by culture and upbringing. It’s extremely fitting that Margins United covers so many bases, and I’m excited to add to the diverse celebration.
Your recent single Stereo with Jax Jones has made waves. How did that collaboration come about, and what was the creative process like?
Stereo is so fun! I’m very honoured to be a part of the song and to work with someone as influential in the Asian music space as Jax. I was sent the demo of the song a while back, maybe a year now, and I immediately connected to it. I recorded the vocals in one afternoon, not thinking much of it, and sent it over to Jax. Jax loved it, and we finally met in July this year to play the song together. It’s so awesome how technology can now make it possible to bring together all these creative moments across an entire ocean.
As a Chinese-American artist based in LA, how do you blend your cultural background into your music and performance?
My songs are just journal entries, so my upbringing and my roots are a huge part of my songs just because they’re such a big part of who I am. I grew up going to China every summer and listening to my grandparents’ favourite Chinese songs. I learnt to sing with a Chinese-speaking vocal coach, and the first songs I ever sang were in Chinese. So it still brings me a lot of joy to sing in Chinese at my own shows and hopefully eventually even in my own songs.
The festival takes place across two iconic London venues, White City’s Exhibition and Scala in King’s Cross. What are you most looking forward to about performing in London?
London is where my very first headline shows were held, so it’s always going to be a special place for me to perform in. I absolutely adore my London fans and have always thought of coming back to this city as coming back to a second home and to my OG supporters. Excited to see my OG emeiniacs and to meet even more awesome Asian listeners as well! And don’t even get me started on the sausage rolls.
Margins United is rooted in underground spirit and global solidarity within the ESEA community. How important is that sense of community to you?
So, so important! I’m so grateful to be living in a time where there’s so much movement forward for Asian artists. Representation in the arts is so unbelievably important, and it’s cool to have a space where everyone can gather together and celebrate culture.
Your live shows are known for their energy and charisma. How do you translate your studio work into such vibrant performances?
Thank you so much! I live for playing shows. It’s by far my favourite part of my career, so writing music that translates on stage has always been a priority. Sometimes they naturally translate well, and sometimes my amazing band and I will spend a few days rearranging the songs so that they hit harder on stage as well!
The festival features exclusive merch and fashion collaborations. Does fashion play a role in how you express your artistic identity?
Oh definitely! I love building a world around each project, and fashion is a big way for me to do that. With Rabbithole especially, it was so fun to get creative with fashion, of course with the help of my genius stylist, Mariposa. Seeing that world come to life on stage and in the outfits that emeiniacs wore on tour was one of my favourite parts of the tour.
You’ve built a strong international fanbase. How do you maintain the connection with your audiences in LA and abroad?
Socials and my Discord have been an integral part of continuing to connect with fans even when I’m not literally in their city. Of course, my first choice of connection is always in person with live shows, but also with impromptu fan meet-ups. But when I can’t be there with emeiniacs in person, I make sure to keep them fed with videos but also with biweekly Discord events like watch parties, writing workshops, and game nights. The community that’s been built around my music has been incredible, and it’s so fun to be a part of.
Margins United features genre-blurring and experimental artists. Are there any future collaborations or new directions you’re excited to explore?
Ohhh yes. I can’t say too much yet, but I’ve been working on so much music, and this next batch is truly the best and most honest music I’ve made in my life. I can’t wait to show you guys.
How would you describe your sound to new listeners discovering you at the festival?
I definitely touch upon a lot of genres in my live shows, but I’d say specifically live, they’re all tinged with a bit of pop rock.
Which of your songs or lyrics do you feel best represents who you are as an artist?
Scatterbrain and Cynical. Always.
With Asian artists gaining more global attention, what role do you want to play in this cultural moment?
I’ve touched upon this a bit in the above, but I just want to make a few more little Asian girls like me feel that they are absolutely capable of going for their dreams. My parents are Chinese immigrants who came to America in 1988 with almost nothing. I grew up in suburban New Jersey with a house full of very practical engineers, and now I sing for a living! Insane! Anything can happen!
Lastly, what can fans expect from your set at Margins United 2025?
My band and I love to rock out on stage together, so expect a lot of fan interaction, sing-alongs, and a ton of jumping together! And maybe I’ll play an unreleased song while we’re at it! The goal is to make the set feel like the shortest and most fun set you’ve ever been a part of, so let’s gooo. I can’t wait!
