Interview: Jujulipps Chats About Her New Single, ‘Game Over’

Back with her first new project since the rapper’s Taite Prize Best Independent Debut winning debut EP ‘Get That Shot’ last year, Jujulipps has returned with the release of her cutthroat single and accompanying music video, ‘Game Over’. To celebrate the new release, we caught up with Jujulipps to find out about the single and more!

Your younger self was once teased with the nickname “juju lips.” How do you think that girl would respond to seeing you now, reclaiming that name as a powerful stage persona? 

OH MY GOSH she would genuinely be so proud and obsessed, it’d probably be too much for her little brain. That’s funny you mention that because I was genuinely one of those young girls that would stare at older women in awe and hope I’d look somewhat like them. Younger Juju would lose her mind looking at my life, my career as well as the way i carry myself. I always admired the strong women i grew up around and to know that I’ve now become one of them would honestly blow my younger mind.

You’ve mentioned that the COVID lockdowns were a turning point for your music. Looking back, what is one creative habit you developed during that time that you’ve deliberately left behind, and why? 

That period of time actually enhanced my creative nature so much more. Having no distractions allowed me to focus solely on writing, conceptualising and manifesting what I wanted out of this new journey. I’m the opposite in that sense because i’ve picked up and taken habits with me as opposed to leaving any behind.

Game Over feels like a declaration of strength. Critics can sometimes push us to grow, but they can also echo our own insecurities. If you could sit down with your harshest critic—whether it’s someone else or your inner voice—what would you want to tell them? Do you think they’d take your advice? 

It’s unfortunately my inner voice. I’d tell them that the imposter syndrome stands no leg anymore. I’d say that hard work beats talent any day and we’re blessed to have both those attributes. I’d tell them there’s no timeline, there are no expectations and that life is about the journey. I’d remind her that you often dont realise you’re living the life you dreamt off because you’re so focused on the insecurities. Most of all I’d say “No point putting me down cz either way we climbing up”

Your music is often described as bold and assertive, but every artist has layers. With Game Overushering in a new era, is there a softer or more vulnerable side to Jujulipps that you haven’t fully explored in your music yet? What holds you back from revealing it, or are you just waiting for the right moment?

Ooh please don’t get me in my feelings lol. There’s definitely a softer side to Juju that I’m excited to continue tapping into as i make music. To be completely open and honest I’ve noticed that I push myself away from any kind of real vulnerability in art. As a refugee born- immigrant child I think I hold a lot to myself because I’m meant to be strong and because “other people have it worse” -this mentality is something that I’m really working on as it’s not healthy to diminish my VERY REAL struggle just because others have it worse. I have a lot to share, I don’t think people know much about Juju besides the fun upbeat version and for a long time I was really comfortable with that, but with comfort comes stagnant energy. I felt a calling to write about the not so bright parts of my life and have recently been doing a lot of it. I’m so grateful to be an artist and to have the freedom to express myself uniquely and vulnerability is something i’m truly tapping into as I create music lately. I’m anxious but also can’t wait to show this side of Juju as the newer music comes out.

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You’ve performed on some of New Zealand’s biggest stages, sharing them with both local and international artists. Can you share a moment during these performances that made you feel truly seen, not just as an artist but as a person? 

When I opened for Sudan Archives and i heard her sound checking one of my favourite songs “Selfish Soul” and I just stood there in awe while she rehearsed for myself, her drummer and the sound engineer – when i TELL YOUUUUU i literally said “well juju you’re clearly doing something right to be standing where you are”. She hugged me after her rehearsal and we spoke about South Africa and how I need to show her around if we were ever there at the same time. Man as a upcoming artist tryna figure shit out speaking to such an inspirational talented and likeminded artist was so insane and then opening for her? My life was made, I finished my set, it went amazingly, she did hers, it went amazingly, we shared a green ciggy after and life’s been great ever since to be honest hahah

Your South African roots and New Zealand upbringing create a unique blend in your music. How do you navigate the balance between honoring your heritage and embracing the culture of Aotearoa in your sound and lyrics, especially in tracks like Game Over? 

I think every project has an underlying driving force and I had the privilege of exploring so many genres like afrobeat and gqom in my first ep Get That Shot which paid homage to my South African upbringing and i think i’ve been able to sort of flip that and focus on the sounds that exist within the diaspora, more importantly the alternative influences i enjoy so much. Game Over is alternative hip hop track that has taken influences from music that fueled my creative journey as an adolescent and adult.

The title of your debut EP, Get That Shot, suggests a sense of urgency and determination. With Game Over signaling another step forward, how do you handle the pressure to continually prove yourself, both to others and to yourself? 

I made a rule for myself that the only person that needs to be happy with the work is myself so for the most part I try to tune out the pressures from outside. I’m still human though so I do go through periods of doubt and insecurity but trying to prove oneself when society’s expectations are constantly changing is a recipe for disaster. I’m constantly trying to better myself and improve my craft and I hope I carry that belief system as I continue this journey. 

As someone who writes about themes like self-assurance and resilience, how do you deal with moments of doubt or insecurity in your personal life? Do those experiences find their way into your music, or do you keep them separate?

I’m a bit hard headed so I genuinely just push through the doubts or push them aside but I would say as much as I doubt myself I push myself twice as much so it’s a difficult balance. I’m bringing those experiences into my music now and I’m really excited to delve into that world. All my experiences somehow find a way into my music, art imitates life and that’s exactly what I do. It would be impossible to keep them separate as an artist I think because beauty is in the process of creation. Music is therapy and healing for everyone whether they know it or not so I think its important to have those life experiences depicted in my work.

You’ve mentioned that you’re constantly learning and evolving as an artist. What’s a recent lesson or realization that has shifted your perspective on your music or your career, especially as you enter this new phase with Game Over? 

I’ve recently been understanding that you really need to treat your creative career as a 40 hour full time job. You must clock in if you want that raise, you must write, rehearse, practice,be somewhat organised, and be passionate if you want to see a level of improvement in all aspects of your creative work. It’s honestly easier said than done but treating your artist project like a business model is something that needs to be done. There’s no point making the ‘biggest hit of the summer’ with no knowledge on where to go from there. Keep asking questions, keep reading, keep watching live performances, learn how to make that tiktok/reel/short whatever. You really need to educate yourself on what it is you want and how you want to achieve it. Make a moodboard/visionboard/goals and aspirations for each ¼ of the year. Treat it like you’re working overtime on a full time job- except it’s more fun because it’s your dream. I still have so much to learn and it really takes a lot of self instruction and self education as there’s truly no crash course or guideline for success. I’ve been lucky enough to be able to lean on my team at Bigpop in terms of mentorship and growth and as long as you’ve got a question and a will to learn someone will be there to help. I’m telling you you just have to put in effort and show you’re trying to better yourself and the universe will reward you accordingly.

Looking back on your journey from your early days in music to now, especially with the release of Game Over, what’s something you would tell yourself at the start of your career that you believe would have made the path a little smoother? 

Don’t set expectations 

There is no timeline

Your understanding of success will change as you grow