LEE ANN ROBERTS | ADE EDITION

Originally from South Africa and now thriving in Amsterdam, Lee Ann´s journey reflects not just a career path, but a deeply personal exploration of sound and identity. With her unique blend of hard techno infused with subtlety and soul, Roberts invites listeners to embark on an emotional journey, one that resonates with the raw energy of her roots and the vibrant culture of her adopted home. Each track she crafts is a piece of her story, a reflection of her determination to carve her own space in a bustling scene.

At the core of Roberts’ artistry is her label, NowNow Records, a name that carries the spirit of immediacy and presence. Drawing from a South African colloquialism meaning “soon,” the label embodies her philosophy of surrendering to the moment and allowing music to guide the experience. It is here that Roberts cultivates a sense of community, showcasing not only her own innovative productions but also nurturing emerging talents. This commitment to collaboration and inclusivity is a testament to her belief in the power of music to connect people and create shared experiences, making the electronic music landscape richer and more diverse.

Roberts’ journey has been filled with defining moments, from her early days hosting a show on Cape Town’s Mutha FM to electrifying performances at some of the world’s most iconic festivals, like Timewarp & Awakenings. Each gig is not just a performance; it’s a communion with the audience, a moment where she shares her passion and energy. The high-pressure environments of these festivals have not only shaped her sound but also deepened her connection with fans, transforming her sets into cathartic experiences. Lee Ann Roberts’ music is more than just a collection of beats; it is a heartfelt expression of who she is, inviting everyone to lose themselves in the moment alongside her.

The Emotional and Creative Journey Behind ‘Always In Flux’

At the heart of Lee Ann’s latest EP, Always In Flux, lies a narrative of transformation and reflection. Each track serves as a snapshot of her life—a personal diary set to music. In crafting this collection, she delved deep into her own emotional landscape, revealing the highs and lows that shape her existence.

“My ‘Always In Flux’ EP has been a very personal journey for me. Each track feels like a snapshot of a different moment in my life, whether it’s a high point or a struggle and the creative process was really about tapping into those raw emotions”.

The EP encapsulates both the beauty and complexity of relationships, It’s a striking reminder of how art can act as a vessel for healing and catharsis.

“The creative process was all about experimentation and pushing boundaries within the techno space. Working in Ableton gives me the freedom to dive deep into sound design, and that’s really where this project started. I spent a lot of time crafting and manipulating textures, building layers and exploring different rhythms to create something that felt both hypnotic and dynamic but still very powerful”.

“As for the inspiration behind the tracks, they come from a mix of experiences, mostly after my Mother’s passing. Some are rooted in relationships, both the beautiful and the complicated parts of them. There’s a lot of introspection, but also hope and a sense of moving forward”.

Through hours spent experimenting with sound design in Ableton, she conjures textures that feel both hypnotic and invigorating. Her desire to create music that captures the essence of raw emotion reflects a philosophical belief that sound has the power to transcend language, allowing listeners to connect on a profound level. As she describes her tracks, they emerge not just as compositions but as emotional journeys—each note a step toward understanding, each beat a heartbeat of shared experience.

The launch of NowNow Records’ first merchandise collection marks a significant milestone for Lee Ann, intertwining her passion for fashion with her musical vision. Drawing from her previous career in fashion, she envisioned a line that would serve as an extension of her artistic identity. The rapid sell-out of the collection underscores a deeper connection with her audience—a shared commitment to the music and the lifestyle it embodies.

For Lee Ann, merchandise is not merely about fashion; it represents a form of engagement, a way for fans to express their connection to the sonic world she creates.

“It’s a bold step, but also something that felt really natural. I was in fashion in my previous profession so its really something I have always wanted to do - have my own line at some point”.

“To me, the merch is an extension of the music, it’s another way for people to engage with the vibe I’m creating. It’s all part of the larger vision, creating a space where the music, the visuals, and the community all come together. Knowing that people are resonating with that and want to be a part of it means everything to me. It’s more than just clothing, it’s a shared connection”, she emphasizes.

This seamless fusion of sound and style showcases the multidimensional nature of her artistry, reflecting the vibrancy of the community she aims to cultivate.

As the founder of NowNow Records, Lee Ann embraces the dual role of artist and curator with fervor.

“Balancing my artistic vision with the role of running NowNow Records is definitely a challenge, but it’s also something I enjoy so much, it’s my baby. As an artist, I have a certain sound and style that I’m deeply connected to, but running NowNow, my job is to create a space where different voices and perspectives can thrive. It’s about finding that middle ground where the label has a cohesive identity but still allows for variety and experimentation”.

While her sound remains paramount, her dedication to nurturing emerging talent adds a rich layer to her creative journey.

“I’m always looking for artists who bring something unique to the table, whether it’s a fresh take on techno or a willingness to push boundaries, it’s about the energy and vision behind the music. I look for tracks that evoke a feeling, that can transport listeners and rock a dancefloor”.

The challenge of balancing her artistic vision with the responsibility of guiding other artists is one she approaches with enthusiasm and commitment.

“At the same time, I feel a responsibility to nurture the talent on the label. I want NowNow Records to be a platform where artists can grow and evolve, not just a place to release tracks. So it’s about creating that balance, staying true to my own vision while also giving space for new ideas and voices to emerge. In the end, I think that diversity is what keeps the label dynamic and exciting”.

Lee Ann seeks out artists whose work embodies a unique perspective—those willing to explore the uncharted territories of sound.

The Amsterdam Dance Event (ADE) stands as a pivotal moment in Lee Ann’s artistic narrative—a celebration of creativity that transcends borders.

“Closing DGTL last ADE was definitely something special. I’ve also had the chance to do my NowNow shows for the last two years which felt like everything I’d been working towards came together in one place”.

Her experiences at ADE, particularly closing DGTL and hosting NowNow shows, represent the convergence of years of dedication and passion, culminating in a transformative experience that resonates deeply with her.

“The NowNow shows have been a huge highlight for me, not just as performances but as milestones in my career. Seeing people from all over the world connect with the sound and vibe I’m trying to create was surreal. It’s one thing to play in a club or event, but to do it yourself at ADE, where the entire global electronic music community is gathered, it takes everything to another level. These events have made realize how far I’ve come, but also how much more there is to explore creatively”.

At ADE, Lee Ann feels the electric pulse of the global electronic music community—a tapestry woven from diverse sounds, cultures, and stories. Witnessing the connection forged through her music inspires a sense of purpose that drives her to explore new creative avenues.

“On a personal level, ADE has been a place for growth. Being part of the shows is amazing, but it’s also about the conversations, the new collaborations, and the inspiration you get from being around so many creative people. It’s pushed me to think bigger, not just about the music but about where I want to take NowNow Records in the future. ADE has become”.

In an environment as frenetic as ADE, maintaining a sense of self can be challenging. Yet, Lee Ann remains steadfast, drawing strength from her artistic vision and personal philosophy.

“The only person who you should compete with is yourself,” she emphasizes.

A mantra that encourages her to stay true to her unique path.

“I think it comes from having a clear sense of who I am as an artist and knowing what I want to express through my music. At an event like ADE, where the pressure can be intense, it’s easy to get caught up in the whirlwind. But I’ve learned to stay grounded by focusing on my journey rather than trying to compete or compare myself to others”.

“I always say “ The only person who you should compete with is yourself“ this way you can only better yourself day by day, to learn more and grow”.

“For me, it’s all about staying connected to my creative process. Whether it’s preparing for shows or engaging with other artists, I make sure that what I’m doing aligns with my vision and passion. I also remind myself that I’m at ADE to contribute something unique, not to chase trends or blend in”.

By focusing on her individual journey rather than external comparisons, Lee Ann cultivates an authenticity that permeates her music. It is this unwavering commitment to self-discovery that allows her to navigate the high-pressure atmosphere of the festival while remaining grounded in her artistry.

Throughout her career, Lee Ann’s sound has evolved, yet its core elements remain unmistakably hers. Deep, hypnotic rhythms intertwined with driving energy reflect her philosophical belief in the transformative power of music. It is an evolution rooted in exploration, where she fearlessly embraces new textures and ideas while preserving the essence of what makes her music uniquely recognizable.

“The evolution of my music has always been about finding new ways to express myself while staying true to the core elements that define my sound. Those core elements are rooted in deep, hypnotic rhythms and a driving energy. I’ve always been drawn to the darker, atmospheric side of techno as well as the classic 303 and that’s something I consistently preserve in my tracks”.

Her willingness to experiment speaks to a broader philosophy: that art is a living, breathing entity, always in a state of flux.

“I’m always trying to evolve without losing the essence of what makes my music recognizable,” she asserts.

Reminding us that growth does not necessitate a departure from identity.

“I experiment a lot with textures and layering sounds to create something unexpected within that familiar framework. Whether it’s incorporating more complex sound design, shifting the structure of a track, or playing with unconventional elements, I’m always trying to evolve without losing the essence of what makes my music recognizable”.

Collaboration is a cornerstone of Lee Ann’s creative process, and her recent work with SMU exemplifies the magic that can unfold when artists come together.

“He brings such a unique and different approach to his music,” she shares.

The experience of remixing for SMU challenges Lee Ann to think beyond her established sound, prompting a refreshing exploration of ideas and techniques. This willingness to engage with other artists underscores a belief that collaboration enriches the artistic journey, offering new insights and avenues for growth. “Stay tuned!” she hints, teasing future projects that promise to continue this exciting trajectory.

Beyond the beats and immersive soundscapes, Lee Ann finds joy in the simple pleasures of life.

“My family, home and my cats are where I find the most joy and fulfillment. They bring a sense of grounding and calm to my life, which is essential when things get hectic in the music world. Spending time with them helps me disconnect from the fast pace and reminds me of what matters at the end of the day”.

These personal connections are a reminder that, despite the intensity of the music industry, fulfillment often lies in the ordinary.

“I also love being out in nature. It’s a way for me to reset and clear my mind, whether it’s going for a walk or just taking in the peace and quiet. it’s often in those quiet moments that new ideas come to me, and I bring that energy back into my music”.

The tranquility found in natural settings inspires her music, providing a backdrop for reflection and introspection.

“Nature has a way of inspiring me creatively,” she shares, revealing the powerful connection betwe en her artistic expression and the world around her.

It is in these moments of tranquility that new ideas flourish, weaving seamlessly into her sonic tapestry.

“Growing up in South Africa has had a profound impact on both my music and who I am as a person. The diversity and richness of the culture, the landscapes, and the resilience of the people all play a part in shaping my sound. South Africa has this incredible blend of genres and influences, this fusion of sounds is something I carry with me in my productions”.

Lee Ann’s South African heritage profoundly influences her sound and identity as an artist. The rich tapestry of her culture—its diversity, resilience, and beauty—serves as both a wellspring of inspiration and a guiding force in her music.

“The richness of the culture, the landscapes, and the resilience of the people all play a part in shaping my sound,” she reflects.

Reminding us that identity is intricately tied to the stories we carry. The spirit of ubuntu, a philosophy emphasizing interconnectedness and humanity, resonates deeply with Lee Ann.

“There was always this incredible focus on togetherness, whether it was through family gatherings or neighborhood support, coming together on Sundays for a lekker braai, It’s that spirit of ubuntu, that’s what I’m most proud of and I carry with me”.

Highlighting the importance of community in her artistic journey. Her music becomes a vehicle for sharing this spirit, inviting listeners to join her on a collective exploration of sound and experience.

“I’m also deeply connected to the natural beauty of South Africa, The Kruger National Park is my favorite place in the world, the landscapes, the wildlife, the sense of freedom that comes from being close to nature, nothing compares to this. I truly come from an incredible country and I am so proud of my home”.

As Lee Ann prepares for her upcoming NowNow shows, she hints at an experience designed to transcend the traditional boundaries of live performance.

“Fans will see a progression, not just in the music but in the overall energy of the show,” she promises.

“Each performance represents a convergence of artistic vision, community connection, and the magic of live music—a space where emotions collide and creativity thrives”.

“For the upcoming NowNow shows, you can expect an experience that pushes boundaries both musically and visually. It’s going to be a space where we can all connect on a deeper level, and I can’t wait to share it with you all soon”.

Lee Ann Roberts embodies the spirit of living in the moment, a philosophy that resonates deeply with those of us striving for authenticity in our own lives. Through her music and the creation of NowNow Records, she invites us to surrender to the present, to let go of our preconceptions, and to embrace the spontaneity that life offers. Her journey teaches us that the beauty of existence lies not in meticulously planned paths but in the unexpected twists and turns that shape our experiences. In every note she plays, Roberts reminds us to dance, to feel, and to connect with each fleeting moment, celebrating the here and now.

Her commitment to nurturing emerging talent through her label reveals her deep understanding of the importance of community and collaboration. She recognizes that every artist has a unique voice and story to share, weaving their narratives into a rich tapestry of sound that reflects the diverse experiences of life. This sense of belonging is vital; it reminds us that while our journeys may be personal, they are also profoundly connected to those around us. Lee Ann’s role as a mentor and guide highlights the beauty of lifting each other up, fostering a spirit of unity and solidarity in a world that can sometimes feel isolating.

Ultimately, Lee Ann Roberts represents a journey of self-discovery, passion, and the courage to be oneself. Her story resonates with anyone who has ever felt the pull of their roots while dreaming of new horizons. Through her artistry, she encourages us to reflect on our own lives, to embrace our authentic selves, and to share our unique gifts with the world. In every beat she crafts and every performance she delivers, Roberts invites us to celebrate our individuality while recognizing the collective heartbeat that unites us all. Her music transcends mere sound; it becomes a personal anthem that calls us to live fully, engage with our surroundings, and find joy in the shared experience of being alive, reminding us that we are all part of something much greater than ourselves.