Tell us your real names, country of birth, date of birth and childhood experience.
My name is Sally Caitlin McRoberts and I am from Manchester, UK. I was born in 1993 and grew up in a very nonmusical family. I have one brother who is two years younger than me and my mum was a chemical engineer and my dad an accountant. So pretty boring really!
Tell us how you start your music career, your band name, musical background, experience and skills.
I have always loved to sing, but it wasn’t until I was 15 that I started writing songs at the piano. Up until I was 18, I was writing constantly but not sharing them with anyone, however when I got to university I started travelling to London to record some of my music. I released my first single, Stuck In Limbo, in 2015 following my graduation from university and I have been making music ever since.
Tell us about your genre, concept and idea behind your music video and the song.
My genre is electronic pop music, but for the Experiments EP I took inspiration from many different genres, such as drum & bass, tropical house and soft-rock and incorporated touches into my pop sound. Take It All is a song I wrote years ago and hadn’t really done anything with. When I started working with Electric Bear Productions, it felt like the right song to start the new EP with, and they suggested referencing artists like Chase & Status for the track, which I was really excited for. The song is about escaping from a relationship you feel trapped in by finding someone new. As it deals with infidelity as a way to break free from a controlling partner, there are a lot of conflicting emotions present in the song. This is something we wanted to portray in the video and we did this by layering different coloured versions of me on top of one another, so when they move it looks like different personalities trying to escape from one body.
Tell us everything that we need to know about you as a musician and the ups and downs you have faced in the music business.
As a musician I’m most passionate about songwriting, so that has always been my driving force. The studio is my happy place, but for many years I had terrible stage fright so the live side was more of a struggle for me. I’m now finally at the point that I really enjoy performing, but it took a lot of practice to get there. I like to experiment with different production styles a lot and I’m still finding myself as an artist, but one thing that remains constant is my focus on storytelling. My recent EP is a concept EP, so when you listen to the tracks in the running order, there is a narrative woven between them. My upcoming album is an extension of that storyline too. I’m an ‘album’ artist, in that I’m focused on making a complete and cohesive body of work rather than just a collection of singles. My career has been a roller coaster so far, but completing this album has definitely been a high point for me.
Tell us about other members of your band, crew or music video director and how the music video was shot.
The music video was shot with Cosmic Joke, a production company from Manchester. We shot the video in a studio in order for us to have the blank canvas needed to create the coloured shots. I’m not very confident in front of the camera, but this was a very relaxed shoot and the team was great at coaxing me out of my shell! I usually have to get a little bit tipsy to shoot a video, but for Take It All that wasn’t necessary.
Tell us how long you have been in the music industry, your experience and your future goal.
I’ve been in the industry for a couple of years now, but I have only been singing full time for the past year. I think the music business can be very difficult to navigate and make sense of at times for a new artist, and it takes a lot of determination and drive to keep pushing forwards. I have learned a lot in a short time and I’m looking forward to continuing to learn and grow. My future goal is to be an international touring artist… I’m aiming very high!
Tell us what inspires you to write, compose and sing.
I’m very inspired by my own experiences and I think writing this way makes the emotion in the song more genuine. I like to tap into some feelings I have about a situation and use that as a starting point for a song and see where it goes. I try to tell stories in my tracks and address topics that are easy for people to relate to. I’m not a very open person in general when it comes to my emotions, so songwriting is almost like therapy for me! It’s such a great release to get thoughts out of my head and do something productive with them.
Tell us the secret behind making a hit song.
For me, passion and true emotion is the key to a great song. I think people can tell if a song is forced or fake and those songs tend not to have as much staying power.
Tell us the message you will like to pass to your fans out there.
I really appreciate every single fan I have and I love hearing from them in comments and messages! So feel free to get in touch or approach me after a gig! There’s nothing I love more than to hear that someone gets what I’m trying to do and that they identify with my music. It’s extremely meaningful and humbling.
Tell the kind of advice you will give to an upcoming artist.
Take your time; don’t rush to get your music out there before it’s ready. You only have one debut song and one chance to make a first impression, so you are doing yourself a disservice if you don’t make it the best it can be. Also, trust your own instincts above everyone else. Take in advice and opinions from people around you but if you have a gut feeling that they are wrong, don’t be afraid to trust that.