Rising Tbilisi artist and producer Creams is inspired by the realms of dark-pop, lightweight beats, and attitude-laden lyrics that she translates into symphonic waves of creativity. Natia Chichinadze's, aka Creams, intentionally reflects the geopolitical tensions of her small home in Georgia, a country that lies on Europe and Asia's borders, in her sound as well as the way she navigates a post-soviet environment.
She's seen it all. With multiple jobs to get by and long work hours, Creams and her friends still use all their energy to nourish their creativity. She writes, plays, and produces all of her releases herself, from the concept to the master, tirelessly racing to breathe life into her written materials. This emotional dedication radiates through her music sonically and lyrically. Combining her country's constant political pressure with the abundance of mythical landscapes, scarlet-hued sunsets, and mesmerising ocean views as inspiration for her music highlights this artist's talent and self-awareness. It also raises her as a pillar of the specifically Georgian music community.
Creams speaks three languages that add to her elastic originality and resourcefulness far beyond we could ask. "It feels like I am switching between my personalities," she says warmly, adding, "languages are somewhat equivalent to memory boxes." Far from 'just' a musician, Creams has caught the eye of many with her magnetic fashion style and her interest in cultural and political matters. The tracks on her latest EP Sleep On Me embrace all facets of the artist's life. Her tunes are laden with rich bass beats, subversive pop, vulnerability concealed with irony and cynicism, and her alluring free-spirited nature. Her influencers range from Joni Mitchell, Captain Beefheart, FKA Twigs, Tarantino, and Giovanni Bocaccio. We asked Creams about her magnetic debut EP, camaraderie in sharing feelings of sadness and loneliness through music, and the art of languages below.
Creams speaks three languages that add to her elastic originality and resourcefulness far beyond we could ask. "It feels like I am switching between my personalities," she says warmly, adding, "languages are somewhat equivalent to memory boxes." Far from 'just' a musician, Creams has caught the eye of many with her magnetic fashion style and her interest in cultural and political matters. The tracks on her latest EP Sleep On Me embrace all facets of the artist's life. Her tunes are laden with rich bass beats, subversive pop, vulnerability concealed with irony and cynicism, and her alluring free-spirited nature. Her influencers range from Joni Mitchell, Captain Beefheart, FKA Twigs, Tarantino, and Giovanni Bocaccio. We asked Creams about her magnetic debut EP, camaraderie in sharing feelings of sadness and loneliness through music, and the art of languages below.
Hi, Natia – your stage name is Creams. How did this name come into fruition and how does it relate to who you are?
Creams was just about creating another form of self, more brave, more stable, never questioning herself. The hardest thing about coexisting with yourself is that you often doubt, and self-doubt keeps you stuck. When I’m Creams I feel so powerful. A completely different person. It’s like wearing a mask but for a good purpose - to create, be fully myself, without limits. I can be many things with Creams. It feels easier.
Were you raised in Tbilisi, Georgia? Could you tell us a little about what it was like for you to grow up there?
I was raised in Batumi, but I’ve always had a strong connection to Tbilisi. Probably because of my friends who live there. Generally growing up in Georgia is a mind-blowing experience, the post-soviet vibe that definitely is present nowadays is quite dismal so you are lucky if you’re in a good circle of friends. Our generation has witnessed literally everything: political instability, revolutions, wars, conflicts… All of it is forever stuck in our heads so we have to stay true to ourselves and be sober to distinguish reality from fantasy.
You were born in the seaside town of Batumi. You mentioned how the beautiful landscapes and scarlet sunsets are intrinsic to your creativity. How do the experiences of your hometown playback in your sound?
It’s always present. Batumi is a magical place. It has that spiritual vibe that helps you to be in tune with yourself. For me personally it’s the most important factor when it comes to any type of creative process. You don’t need much: seagulls over the Black Sea, the old town, the smell. I grew up in the old town and near our house there was a big cathedral and pretty close to that cathedral was a mosque. Every day I would wake up either to the sound of Christian bells or a prayer sung by the muezzin. It really is a magical feeling to hear something like that when you are a kid. Now when I write something and choose some sounds to create my music I feel such a strong connection to the sound of bells, similar rhythmic patterns and different vocal samples. It blows my mind. It’s unimaginable how deep childhood memories hide in our brains.
Your Ep Die 4 You makes me want to turn the volume up to 100 and enjoy your electronic vibrations and poetic lyricism. The song is about the strange things couples will do for each other. What message can we take away from this track?
I’m quite emotional but when it comes to talking about love and relationships, but also I’m kind of ironic. I don’t know why, but it seems there is no other way to describe such deep feelings for me. I cannot get that serious and write about drama and discontent, it makes me even more vulnerable. It will not be natural. Maybe it’s even a self-defence mechanism, that’s why when I want to talk about love or anything connected to my feelings it’s either full of irony or sarcasm and cynicism.
Together with Buba Beboshvili, you created the visuals for Sleep On Me. From the badass motorcycling scenes, mirrored cloud box to hanging upside down like an acrobat - how was it filming all these scenes?
It was fun. I like acting. For me it’s the most pleasing and entertaining part. It feels like being fully united with your art - sonically and visually. Buba knows exactly what I want and what I like and I trust him more than anyone else. Even when it comes to scenes like riding a bike or hanging upside down like an acrobat it seems impossible until it’s done.
You and your friends have multiple jobs to fund your creativity. As creating music just won’t make the cut yet. Why is it difficult for creative people to find satisfying jobs that also pay a living?
The average salary in Georgia is so low that people are obliged to have multiple jobs. It’s impossible to survive having just 300gel(80$) per month, so many of us work even at night, in the clubs, or delivering packages and doing stuff like that. It’s not easy to make music after a 10-hour shift in the supermarket but still this is how the majority of artists exist in Georgia. The most important thing is that still their art is mind-blowing, edgy and revolutionary.
Yes! Your music shines a very powerful light on emotional topics. Many people find camaraderie in sharing their feelings of sadness and loneliness through music for example. What do you find solidarity in?
The most harmonious and peaceful thing for me is the process of creating music. Or even just listening and interpreting it.
We all know how hard it is to learn languages. You either have it or you don’t. So, it’s very impressive you speak 4 different languages. I find the barriers of language and communication a very interesting topic. How have these languages broadened how you see the world?
It really is a very big advantage to be able to speak, I think, 3 different languages. (I’m saying 3 cause my 4th one is pretty poor).It gives me extra space to broaden my flow of thinking. At the same time, it feels like I am switching between my personalities. Georgian language is quite specific, it kind of has its unique temperament and roughness that makes you feel like a fighter. English is more universal for me. My favourite albums, movies, books are all in English. Its like my 3 different treasure boxes or memory boxes.
Florentine poet, writer and humanist, Giovanni Boccaccio is one of your muses. What elements of Boccaccio’s work have made a lasting impression?
I mean it’s so relevant, the whole Decameron is still relevant. Especially when we’ve been locked in our homes for more than 11 months. But the most surprising and impressive thing about Decameron is that feeling of similarity and likeness despite the period, people, and cultures.
