Miss Velvet’s Unique Approach to Launching Music
Launching music in a new country or market can be a daunting task, but American solo artist Miss Velvet took a unique approach by starting with the conclusion of the story she wanted to tell. Her debut in the South African market with the release of Hallelujah, the final song in a trilogy of audio-visual material, introduced local audiences to her sound in a way that was both unconventional and captivating.
Miss Velvet, also known as Constance Hauman, has had an unconventional career trajectory, transitioning from a successful classical music career as an opera singer to rock and pop. With her band, Miss Velvet & The Blue Wolf, she gained global attention with releases like Feed The Wolf and Dare. Now, with Hallelujah, she delves into a more stripped-down and spiritual confrontation, showcasing a different side of her artistry.
The track was co-written and produced by Grammy-nominated South African-born producer Esjay Jones, who also serves as Miss Velvet’s guitarist and creative collaborator. The Triptych series, which includes Pistols at Dawn, Strut, and Hallelujah, explores themes of transformation, identity, and emotional release, with each song representing a different stage in emotional evolution.
The project was a deeply personal journey for Miss Velvet, who used music as a means of catharsis and self-expression. The accompanying short film, shot in the Mojave Desert and winner of a Best Music Video award at the International New York Film Festival, adds a visual dimension to the storytelling.
Esjay Jones, who spent two years working closely with Miss Velvet on the project, emphasized the importance of understanding the artist’s essence in the creative process. Hallelujah is described as a track that embodies release and shedding the weight of the past, with acoustic instrumentation, ambient textures, and gospel undertones creating a timeless and urgent sound.
Miss Velvet’s introduction to South African audiences with Hallelujah reflects her fascination with the country and its spiritual connection. She hopes that listeners will feel the honesty and intention behind the song, transcending borders and connecting on a deeper level through music.
With her unconventional approach to launching music and her commitment to storytelling through sound and visuals, Miss Velvet continues to push boundaries and inspire audiences around the world.
