Alison Wonderland has been a staple in the electronic music community since 2014, injecting her passionate vocals and open songwriting skills into trap, hip-hop, and bass music all while headlining festivals across the globe.
But now she’s taking her artistry to an entirely different place. A place of experiential immersion under the moniker of Whyte Fang.
Whyte Fang is not a side project per se; it’s an experience. The visuals, sound, and feel all overlap to create a home for the alternative and experimental sides of Wonderland’s sound. The sound flourished while she experienced pregnancy, saying she has never felt more creative during this time of major transformation.
Whyte Fang just debuted her live show at Coachella this past weekend, the same day her debut Whyte Fang album GENESIS dropped.
We talked to Whyte Fang, the day before she got engaged (congratulations), about what to expect from this project and how it differs from Alison Wonderland. Read below:
EDM Maniac: So you first started Whyte Fang over 10 years ago and resurrected it only a few months ago. Why was now the right time to restart and what’s different this time around?
Whyte Fang: I think I’m able to execute my vision correctly now. I’ve established myself for a really long time as an electronic artist. I feel like I’ve learned a lot from doing that. I’m a better writer now and a better producer. I’m able to put on a live show that I really wanna put on and have the materials to do that now.
There’s a certain type of music that I make that doesn’t get the light shined on it like my other songs do. So I wanted to give that type of music a proper home and highlight it.
I always knew that that would be something that I would do and my vision for this has been extremely strong the entire time. I knew it felt right because I was feeling super creative recently and what was coming out of me was that kind of music, so I was like, okay, this is the right time.
I think I always have sounded like this and there are elements in all my albums that have this. I just found a home for those sections of my albums to live together.
So if you listen through my other albums, there’s heavy trap in there and drum and bass and garage elements and techno elements in there, but they’re not brought to the forefront.
EDM Maniac: Coachella this weekend is your first live festival performance as Whyte Fang. What makes preparing for Whyte Fang different from Alison Wonderland?
Whyte Fang: It’s less of me being the main part of the performance and it’s more about the show. I’ve worked for months with Tyler, who does visuals for me, to create an entire world for Whyte Fang.
I’m also not at the forefront of this and it’s really about the experience and the visuals dancing with each other. I’m inside an LED box when I perform that you can see through, so I am visible only when lit up with black light.
I want this to be about an experience that is beyond the person at the decks.
moments before stepping on stage at Coachella being 8 months pregnant @thewhytefang pic.twitter.com/DywRBn67i7
— Brownies & Lemonade🍫🍋 (@TeamBandL) April 15, 2023
EDM Maniac: FMU Records is your new label with tracks from sumthin sumthin, Jon Casey and Dabow, SIPPY and Dani King, and more. What made you want to start a full label?
Whyte Fang: My goal for the artists on the label is to give people any type of exposure I can. I think it’s very difficult in 2023 to be heard through all the noise. Everything’s moving very fast-paced now and I think a lot of really talented people get lost.
I think people expect you to be a content creator, blah, blah, blah. But like sitting in your studio and creating music for hours upon hours a day, that is content creation and people forget that.
So I didn’t wanna put pressure on anyone to do anything. We provide them with visualizers and we push it to Spotify, but we’re like, “Look, no pressure if this song doesn’t do the numbers that people expect, that’s not why we are doing this.”
They’re also single deals so they’re not joined at the hip to me. They can do whatever they want and I just want them to feel free when releasing music. And I think people do not feel that way anymore [with other labels].
It kind of destroys, well it did for me, your confidence and makes you a little bitter about putting music out.
All I know is that I want this to be artist-friendly, not statistic-friendly. I just want to hear the music that I fuck with, that I hear on SoundCloud, out on main stages.
EDM Maniac: What is next for Whyte Fang?
Whyte Fang: Well, I have to have a baby. And then after that I wanna play a bunch of shows. I wanna play as many shows as I can under Whyte Fang. I want everyone to see the show at Coachella first, and then let’s see how people feel.
Featured image provided by GetIn PR
