‘Keen, loose and a bit of a recluse’ is neatly shortened into stage name Kloos by Tāmaki Makaurau rapper Mel Bailey. As an artist, he shows laid-back restraint in his personal brand of hip hop. New single ILU, is what you could call a ‘brand appreciation track’ showing some love to his personal favourite, homegrown fashion brand I Love Ugly. NZ On Air Music added the song to their NewTracks compilation this July.
Mel Bailey (he/him/his). I’m originally from Cape Town, South Africa. I don’t play an instrument but use Logic X to create music.
I didn’t undergo any music training per se but the Crescendo Trust of Aotearoa provided the foundation for me to get started.
Little Village – a rap trio that included Beau Jeffries, Gino October and myself.
It’s been quite the journey but in short, I set out to make a mixtape in 2014/2015 which led me to find CTOA who offered me free studio time. It was there that I recorded my first single titled Tweety with Dave Atai. During this time I’d left a job and received a healthy payout which I used to fund the music video I created with a handful of my film mates. In the end, the visuals turned out surprisingly well and I fell in love with the process… nine years on I’m still addicted to doing this, day in and day out.
This question was really difficult for me to answer as so many key moments and individuals have led me to where I am. A special shout-out goes to Zaidoon Nasir, Chris Bunt, Marcus Powell, Beau Jeffries, Gino October, Jonny Dyas, Sash Samaratunga, Nathan Foon and Elton Noyer for being a part of my journey.
In the early days, I tried to be someone I was not and that was reflected in my writing, whereas now, I do my best to bring myself to the table. Speak on life as I know it. I feel a lot more comfortable with being vulnerable on a track.
Haha! Well, 22-year-old me defined himself as being keen, loose and a little bit of a recluse – that’s how I ended up with my name.
Having shot a music video with both my mum and my grandmother. There’s something so special about sharing your passion(s) with the ones you love and them enjoying themselves.
To be honest, when I initially wrote ILU – I didn’t think too much of it. I set myself the challenge to write a jingle for a brand I appreciate and there was no vision beyond that. I viewed it more as an exercise, so it stands out to me because it earned ‘single’ status over time.
If you really know me, then you’ll know that I’m a huge I Love Ugly fan and advocate of the brand. I simply wanted to capture their aesthetic through sound.
I love the twinkling keys that feature throughout the track, shout out to Jonny Dyas for his contributions.
I wrote the lyrics myself and co-produced the record alongside Jonny Dyas and Beau Jeffries. Actually, we were 95% done with the first version when Beau decided there was too much going on and recommended we simplify what we had. It set the release back a month, which was painful for me, but I trust my man’s judgement so we re-addressed the beat and I’m glad we did because this version hits the mark. It reflects the ILU aesthetic a lot better.
I want them to feel good about themselves, their vibe, the energy they’re putting out to the world. To use that same energy to go after their dreams and desires. When I feel good about myself, what I’m wearing, that gives me the confidence to put my best foot forward and that attitude has an impact on everyone around me. Positivity is infectious, so let’s start with ourselves and then share it with others.
I go with what my gut says and run it by a close circle of friends, a lot of whom make music themselves. If I don’t cringe whilst listening to it with them in the same room then I know I’ve got a good one on my hands.
Outside of those who contribute to the music, Nathan Foon is my go-to guy. Whether it’s logo design, music video concepts, merch ideas, album artwork – he and I will happily discuss all of it for hours on end. He is a humble and extremely talented individual. I owe a lot to my bro.
Yes, you can expect a Kloos and Gino October collaboration in the near future and a follow up to my debut EP ‘Black Canvas’. 😉
Yes – I applied last November with a track I really believed in and was rejected. My advice to others would be to put in the work and be consistent. Don’t let a failed attempt discourage you, use it as a learning opportunity to come correct the next time.
Applying for NewTracks wasn’t a struggle, it was more of a challenge meeting the criteria to apply for NewMusic Single funding which I missed out on in July. Ticking 10/33 boxes has taken me a number of years to achieve. It really is a test to see whether you’re serious about pursuing a career in the music industry. I strongly believe if you’re willing to sacrifice the time and effort to make a proper go of it, you will hopefully reap the rewards.
I love this question. I frequently visit the NZ Musician, Sniffers & Wordplay magazine websites. Podcasts! The I Love Ugly Audio Show with Valentin Ozich, Diaries Of A CEO with Steven Barlett and The Cheat Code with Wendy Day, Ferrari Simmons and Rapjuggernaut (Kingpin) are incredible. To aspiring musicians, I can’t recommend The Cheat Code enough.
Thank you for providing the opportunity for me to share my experience and for the support you offer musicians across Aotearoa.
