The name Mayaeni may not ring a bell, but if you’ve stepped into a Target in the last few months, you’ve probably seen her. Her face adorns posters and billboards as part of the company’s “One Star” campaign promoting emerging talent. Next month she’ll be in Rolling Stone and a host of other magazines.
When asked about the old stigma that labeled musicians doing advertising “sell outs,” Mayaeni doesn’t bat an eye. Her Motown-fueled single “The Right Way” has been blowing up on radio and she’ll do whatever it takes to get her name out there. Once people hear her poppy take on the big-belter sound, the music will do the rest.
Examiner chatted with Mayaeni in advance of her Mercury Lounge show Wednesday, March 24.
Is it weird to hear yourself on the radio?
Yeah. I actually got to hear [“The Right Way”] when I was driving. It was a special moment, like “Aww.”
What inspired the song?
I had a major record deal about a year and a half ago. We parted ways, so it’s a lot about embarking on something and feeling you’re on the right path. The wrong way ended up being awesome.
Do you write all your songs collaboratively?
Half and half. I actually used to be very against writing with other people because I’m very shy with it, but I gave it a shot. It started about a year ago when I was with the label. I started to love it, which was strange. I mean, there’s nothing like writing by yourself, but I actually enjoy it more with other people.
Are you still working with Toby Gad [Beyoncé, Fergie, Donna Summer]?
The main writers are I work with now are Sam Bisbee [Cat Power] and Wes Hutchinson. I wrote “The Right Way” with them. We’ll just get together one afternoon. That’s what I love about writing with other people. Like we’ll have nothing and then one of us will get on piano, one person will get on guitar and we’ll be stomping our foot or something, humming a melody, and it comes together. “The Right Way” was written in less than an hour.
Are the Target ads out yet?
Yeah, in Target stores there’s a big billboard of it and then it’s going to start in publications in April. They told me Rolling Stone magazine. In April I’ll have to start buying a bunch of magazines, looking for it. Then there’s the online, if you go to Target.com or whatever, they’ve got these viral campaigns going on. There’s actually a little video of each of us.
Were they good about connecting it to the music or was this just a modeling gig?
No, this One Star campaign they decided to choose people who are emerging in their professions. There are six of us and we’re all separate ads. We have a rooftop gardener, a pottery person, and so I was the musician. It’s completely about me and my music.
For decades there was the stigma of advertising being the same as selling out, but that seems to have faded.
When you’re an artist, you want to play for as many people as you can. There’s no shame in getting your name out there. Now you can tour more. Now you can eat more.
With artists like Hendrix and stuff, I think it was a different time. With how the music industry has gone, I think if those artists were living today and they had the opportunity to reach a lot more people, I wouldn’t understand why they wouldn’t take it.
Catch Mayaeni at the Mercury Lounge on Wednesday. Tickets are on sale now.
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