Shingai: Pop music can be rat race
Noisettes star Shingai Shoniwa has said being part of the pop industry can feel like a rat race.
The Don't Upset The Rhythm singer is taking time out on holiday in Zimbabwe after producing three albums in the last six years, and she worries about bowing to pressure from record bosses.
Shingai said: "It's so much pressure on artists these days to deliver an excessive amount of music and promo, even before people have had the chance to digest your last output, you're already getting pressure to create something new.
"And then the more you tour and the more people see you or the more people download then the less the experience means to them, so you've just got to carry on evolving at a faster and faster rate.
"So you've got to know when it's natural evolution, or when you're just banging stuff out. So going to Africa or Asia where everything goes slower pace and a more considered pace can really help you decide - 'Am I just churning out bog standard stuff, or is this a step forward?'
"I think a lot of artists are just churning out stuff that isn't as inspired as it could have been if they'd had more time and less pressures."
But Shingai has found it impossible not to think about making more music in the inspirational surroundings of Africa.
She said: "Whenever you're not thinking about ideas that's often when they occur to you. I am thinking about my next musical offering, and Africa is a massive inspiration."
:: Noisettes are the official performers for Disaronno at the Bafta Film Awards after party (www.facebook.com/Disaronno).