Ella Mai On The North Face's 'Explore Mode' Campaign, New Music And Living In The Moment
Ella Mai is in her own age of exploration. Her eponymous debut album scored her a platinum plaque with her breakout hit, "Boo'd Up" earning her a Grammy for Best R&B Song. But the accolades aren't driving her creative path. The arc in her compass is all about the places she's traveled, the people she's met and the lessons learned along the way.
"To be honest, personally, exploration is like growth. I feel like if you don't explore new things, whether it's going outside, meeting people or trying new food, you won't ever grow because you're just stuck in your little comfort zone which can be super scary to come out of," she tells VIBE at The North Face's Explore Mode event in New York on Monday (April 15). The singer is one of three women (including model-activist Gabrielle Richardson and chef Angela Dimayuga) who teamed up with the brand to share a message of enjoying the outside world without digital confinement and the global initiative to make Earth Day a national holiday.
The London native's urge to explore came in handy over the weekend when she performed in the brisk desert of Coachella. Inspired by artists like Rihanna and Ms. Lauryn Hill, Mai helped fans enjoy the hazy sunset as she performed hits like "Trip" and her latest No. 1 song, "Shot Clock."
"It's such a good feeling, especially when it comes to radio," she shared about her track reaching No. 1 on the airplay chart. "I wasn't even sure if people listened to the radio because people have so much access to streaming platforms, but obviously having all three of my singles from my debut album, go number one on urban radio is incredible."
That energy was brought to the Coachella stage with the festival being her biggest artistic exploration so far.
"My favorite part of the performance would have to be when I performed "Naked" and because it was dark, and I performed when the sun went down, I couldn't see how far the crowd actually went back. But during "Naked," it was such an intimate moment I asked everyone to put their lights up (phones) and when I saw how far it went back I was like, "Woah." That moment sealed it for me."
"Even there were two people in the audience, I still would've done my best," she added. "But just to see the crowd be so engaged, even if they didn't know the music, was a really good feeling. I had so much fun."
As the festival energy in Indio, Calif. continued to thrive, another rested on the streets of Los Angeles following the loss of Nipsey Hussle. With the singer having ties to those close to the rapper like DJ Mustard, she says the shift in the city was hard to ignore.
"As weird as it sounds, you felt it," she said. "Even in the weather, it was super hot and then everyone got the news and it started raining. Just a weird energy shift." As a new L.A. resident, the singer says Nipsey's influence cannot be denied.
"I feel like the energy shift went both ways; everyone was really sad, grieving and mourning but everyone feels more inspired by what he was doing that they want to go out and do something and change in their community. It's still a very touchy subject in L.A., especially the people that I'm around since they were very close to him. I think everyone is super inspired to do better and try to be more like him, which is great to see. YG's whole set at Coachella was dedicated to him, I know Khalid had a dedication to Mac Miller. Everyone is super aware of what Nipsey was trying to do and how he wanted to change the world."
Engaging in The North Face's mission to explore seemed to be in the cards for Mai. Like many of us, Mai was familiar with the brand's effective coolness factor. "I remember running home and telling my mom that I needed a Jester Backpack because my cousin had one as well, and it's similar to the other stories, I wanted to be like my older cousin (laughs) so my mom ended up getting me one." But there's also the incentive to showcase the importance of stepping away from the phone screens and into leafy green forests.
"I'm such a live-in-the-moment person," she says of her lack of identity on social media. While she might share a thought or two on social media, Mai is interested in appreciating the world around her. "I feel like everyone is so consumed about documenting the day, you don't really get to live the day. You just watch it back but I like to have the memories in my head. Of course, sometimes, I'll take out my phone but I try to live in the moment as much as possible."
Part of that mission is ensuring Earth Day is celebrated the right way. With the support of Mai, Richardson, and Dimayuga, The North Face officially launched a petition to make Earth Day a national holiday.
“The North Face is no stranger to exploration and this Earth Day we are proud to join our partners and fellow explorers in a global effort to make Earth Day a national holiday,” said Global General Manager of Lifestyle at The North Face, Tim Bantle. “We believe that when people take time to appreciate the Earth, they feel more connected to it and are more likely to protect it. Explore Mode urges us to unplug from our digital lives to connect in real life to the world, each other, and ourselves in the effort to move the world forward.”
Mai hasn't hit her all of her exploration goals just yet. "I really want to go to Indonesia or Bali," she said. "That's one of my Bucket List places I really, really, really wanna go." For her essentials, the singer knows she has to bring along a windbreaker set and of course, a jester backpack. "I think the backpack is the most important thing."
In addition to a few trips around the globe, one destination includes the studio for new music. While she hasn't had time to lock down a moment to record, the inspiration is sizzling.
"When I work in the studio, I like to be like there for a good amount of time," she explains. "I like to block off two to three weeks at a time, I don't like to go to different studios and different places, it's just a comfort thing but I'm very excited to get back cause I have a lot of talk about. I've seen so many different places and met so many new people and a lot that I didn't get to experience last year."
Learn more about The North Face's petition for Earth Day here.