The Artist Explains: Lauren Ruth Ward - 'Wise Gal'

Lauren Ruth Ward talks to us about her playful, statement making single and visuals for ‘Wise Gal’ which sees her challenging old fashioned yet prevalent binary gender roles and heteronormative living.

Where was the video for ‘Wise Gal’ filmed?
We filmed the entire video at Smashbox Studio in Culver City.

How does the video connect with the song?
My songs have been a continuation of me analysing who I am why. ‘Wise Gal’ roughly takes place in (my mind in) 2004 - 2013. I was so close to music, but told myself I couldn't "do" music for conscious reasons : a clear lack of confidence AND subconscious reasons : seeing so believing that it was a boy's game. BrAiNwAsHeD. (I'm not anymore.) Where I grew up 90% of the people around me strived for the OG "American Dream". I'm not saying I had it as bad as my mother; who was encouraged to start having kids n lieu of a college education, etc. BUT I am saying that the millennial apple doesn't fall far from the baby-boomer tree. Finding my place in life and surrounding myself with like-minded people was "breaking out". Dri Sommer and Nicol Biesek, (directed and) conceptualised me physically breaking out of old fashioned binary gender rolls which woman are brainwashed into thinking is they're only place.

Do you have any behind the scenes stories you can share with us?
It was just so much fun. Such an incredible team. My pal Robb Fidel KILLED the prop/set design. Everyone needs to hire him.

Could you tell us about the ideas/ themes/ imagery used?
Like I said above; Dri Sommer and Nicol Biesek, directed + conceptualised it. (Concept above.) I added an additional message; the normalisation of menstruation. See : bloody tampon curlers in my hair in the bathroom scene.

Is there a message the video is trying to convey?
Music video's message is in the above answer. // Though the binary gender rolls I am "breaking out of" in the music video are old fashioned, they still exist. Big media still represents heteronormative living which continues to perpetuate the same brainwashing that we, our parents and grandparents succumb to. Different generations, same bullshit. And the big media will continue to do so or they'll lose their "heteronormative life works for us" audience. But by only repping one lifestyle (in the media), they're setting up a lifetime of unhappiness, discomfort, etc. to the other half of the population that it does not work for. Spreading awareness is all that can be done. That's what ‘Wise Gal’ music video stands for.

Interview by Karla Harris