Биография

YVA is the "hyper emotional outpouring" of Newcastle artist Amy Holford, borne from a decade-long identity struggle; one that’s incorporated mental health crises, fruitless stints with London-based producers and a first-hand view of the lesser discussed trials facing young creatives in a cut-throat industry. But despite all this, YVA released her covers EP in 2019, with Pink Lemonade amassing millions of streams, before her debut EP, HYPE MACHINE arrived in 2021. Startling in its sprawling scope, the release mapped a broad sonic and thematic landscape – a disconcerting dystopia dictated by ‘new gods’ and dominated by shadowy algorithms, impenetrable online bubbles and rampant hyper-commercialism. She combined cathartic emotional release in an engrossing composition and a soaring vocal to deliver a stirring letter of caution against an unchecked, self-perpetuating system. Recorded, produced and mixed in her home studio in a flat in London with her partner, the EP was quickly played on BBC6 and earned over a million streams and support with nearly 100,000 monthly listeners. After a brief hiatus to give birth to her daughter at the end of 2021, YVA is back with a new EP, this time more emotional, more raw, and ready to unveil more of Amy at her truest than ever before.