Exclusive Interview with ML Underwood

Artist Spotlight: JULY 

At its core, “Fashion Week” thrives on simplicity. The record is intentionally stripped back, allowing JULY’s storytelling and tone to take center stage. Subtle distortion weaves throughout the track, adding an element of intrigue that mirrors the song’s theme: beauty that feels tangible yet impossible to fully hold on to.

In this exclusive Q&A, July opens up about the stories behind the music, lessons learned along the way, and what keeps their passion alive.

HipHopNow: How has your relationship with music changed as your career has developed?

JULY: It’s evolved from just creating instinctively to really understanding the why behind the what. The studio used to be a place where I’d chase ideas at a thousand miles per hour, but now I value slowing the world down. I’m sitting with my records longer and making sure the music actually reflects where I am mentally before I let it go. It’s about quality over the hustle.

HipHopNow: How do you typically move from an early idea to something that feels complete?

JULY: It always starts with that first instinctive spark. Once that core feeling is out in the room, the rest of the process is just about refining the details. I’m looking for that point where everything feels cohesive emotionally, making sure the technical side doesn't drown out the original feeling.

HipHopNow: How do you know when a song has reached the point where it no longer needs anything added?

JULY: I know a song is finished when adding more starts taking away from the

feeling instead of enhancing it. There’s a specific moment where the song communicates exactly what it’s supposed to—if you keep going past that point, you’re just adding noise.

HipHopNow: Have there been any recent shifts in the way you think about your sound or style?

JULY: Definitely. I’ve stopped trying to over-define or box the sound in. I’m trusting my natural instincts more and letting the music evolve in a way that feels authentic to who I am right now, rather than who I think I’m supposed to be.

HipHopNow: How intentional are you about the emotional or sonic atmosphere of a release?

JULY: I’m very intentional about it because the atmosphere is the identity of the track. From the production choices to the way I deliver a vocal, I’m looking at how every tiny element contributes to the overall mood. Nothing is accidental.

HipHopNow: What felt most important for you to express through your latest release?

JULY:  I just wanted the honesty of my current headspace to come through. "Fashion Week" wasn’t about forcing a specific message onto the listener; it was more about capturing a real moment in time and letting it breathe.

HipHopNow: How did the process behind this project differ from your earlier work?

JULY: The direction came from reflection rather than trying to force a rigid structure from day one. I gave myself a lot more space to experiment without immediately judging the ideas as they came. That lack of pressure led to a much more natural sound than my earlier projects.

HipHopNow: Is there a particular song on the project that feels especially significant to you?

JULY: "Fashion Week" is incredibly significant because of the sheer intention behind the emotion in it. It’s one of those rare moments where the vision translated naturally from my head to the speakers. It actually serves as the perfect introduction to the upcoming album—it’s the "Quiet Luxury" blueprint. The upcoming album will go even deeper into that instinctive, reflective space, and a range of various styles. I can’t wait for people to see the full picture I'm painting.

HipHopNow: What do you hope listeners notice or connect with most on this release?

JULY: I want people to find pieces of their own lives in the music. My goal is for this single to become the soundtrack to their most reflective moments—the kind of record they can return to whenever they need to find their own center.

HipHopNow: What are you most interested in exploring next, creatively or sonically?

JULY:  I’m excited to keep exploring these instinctive sessions—just building from a feeling in the room and seeing how far we can push that sonically. I truly believe there’s a lot left to uncover in that pace where the music is allowed to just be.