We caught up with Alice to talk about where she’s been, bad boyfriends, and why she refused invitations to do The X Factor.

Dress Millia London / Shoes Dreaming Eli / Necklace Vintage Chanel / Rings Swarovski, APM Monaco

You’re back after a break.

Yeah. It’s been actually probably the busiest time of my life. I’ve never been this busy ever in my life, but I am, I’m excited about it, and I’m so happy.

You have a fantastic new single out called “Bed Of Lies.”

The new single, “Bed of Lies,” felt like the right continuation from “Come Alive.” “Come Alive” was very dance-focused, but also quite dark, and I loved the infectious beats. I was obsessed with that beat from day one when I heard it. It is very pop, but it has my favourite throwback influences too. It’s super danceable and aggressive, with a lot of feistiness in it. That’s another side of me. That’s why it’s so fitting that I call my fans “The Swans.” I love everything about swans—they’re beautiful but also fierce and not to be messed with. They can be a little crazy, too, which I think reflects me a bit.

In what way?

Ultimately, I’m quite shy and sensitive, but I’m also an Aries, so I can be feisty and a little crazy. I’ve had some very crazy relationships, and this next song is inspired by one of them.

Dress Alessandra Rich / Shoes Giuseppe Zanotti / Earrings Maudella London

I was about to ask—what’s the story behind the song?  

The inspiration for the song comes from feeling deep betrayal—lots of lies—and being blindsided. I wrote it during a very hard time in my life. In this particular relationship, I thought everything was perfect, like I’d been saved by this Prince Charming. So, the whole album, really, is about betrayal. Unfortunately, I haven’t had the best track record with relationships. Maybe it’s me; maybe I’m just choosing the wrong ones.

Sounds like it.

I’ve always hated liars, and the last couple of boyfriends I had were excellent liars. It’s a big trigger for me—it’s like trauma. So, this song is about lies and desperately wanting them to change. I’d be so forgiving because I was so in love, but ultimately, it’s really hard to change somebody. They have to want to change themselves. But yeah, the song is about betrayal and lying.

You’re doing nothing wrong—it’s them. They’re the ones in the wrong. Surely it must be hard to perform songs like this as they must bring back those memories and the trauma?

Absolutely. To be honest, that’s the really hard thing about being an artist, which people don’t really talk about. If you personally write the songs and have a deep connection to them, and they’re about a trauma or something terrible you’ve been through, you have to keep reliving it. I’m a very emotive singer and performer—I always have been. So, performing these songs over and over again, I put everything into it. I connect to the song, and I really go back to how I felt every time.

Yes, it must be hard to shake off the past if you relive them through your songs.

It is difficult. Even when I was filming the music video, I had a moment where I thought, “This is pretty sad.” It’s hard because you’re reliving it, and it makes it tough to fully move on. That’s something I’ll have to work on because it’s quite difficult. But that’s art. That’s about being authentic. If that means showing people how these songs make me feel every time I perform them, then so be it. I have a thick skin, but I guess I’ll need to grow an even thicker one now.

Top and Trousers Amor Mia / Shoes Azalea Wang / Earrings Dolce & Gabbana / Rings Swarovski

You’ve previously said before that some of your older songs, from four or five years ago, were about certain people or events in your life. Can look back at those songs and feel like you’ve come to terms with them?  

Absolutely, yes. Some of the older songs—I’m over them now, so you’re right. Maybe it just takes years. But yes, I think at some point, I’ll look back on these songs, too, and feel the same way.

Are you in a happy place now? That’s the most important thing.

Yeah, I think so.

When it comes to boyfriends, have you learned lessons? Do you have stricter rules now? Do you put them through any kind of test before deciding to go out with them?

Major tests! Actually, my best friend is a private investigator – well, she’s not really, but I joke about it. But yes, I’m very aware of red flags now. I try to be careful, set boundaries, and take things slow.

It must be hard because we live in an age where you just can’t trust anyone, can you? There’s so much out there now. Especially with technology—phones, for instance. It’s like having a whole world in your hand

Yeah, I don’t trust anyone. There’s so much out there. With Instagram, for example, there are so many people, so much quick access. It’s definitely a problem in this day and age.

You went a little quiet during lockdown. What were you doing during that time?

So, I was in Sweden, and I met these two amazing people, Violet Days and Kris Erickson. Kris is a producer from Sweden, and Violet Days is a writer from Sweden, and they’re married. I had a session with Violet, and we hit it off right away. We wrote a song called “Lone Wolf” together, and from that point on, we just fell in love with working together. We wrote every single day. During COVID and that whole time, I was in the studio constantly, writing and writing with Lena. We wrote a bunch of terrible songs, but we also wrote some of the best songs I’ve ever done—my absolute favourites. Kris is probably the best producer I’ve ever worked with—the best pop producer. He’s been helping me mold my sound, and it’s been incredible. During that time, I parted ways with Virgin EMI because it just wasn’t working out. When COVID hit, the guy who signed me, left the label and My entire team at the label was let go, and I was known as “Ted Cockle’s artist.” The new team didn’t want to push me. It was a really hard time. Then COVID hit—it was a mess of a label. Luckily, they let me go, which turned out to be the best thing they could have done for me. After that, I started working on a new body of work, and it got into the hands of Jeffrey O. and Tricky Stewart. Tricky fell in love with the music and sent it to some people at Epic. A week later  they offered me a record deal.

Dress Dreaming Eli / Shoes Dreaming Eli / Earrings Maudella London / Rings 24/7 Anonym

As an artist and as a person, you’ve obviously changed over the past four years. Are you a different kind of songwriter or a different kind of woman, now that you’ve got this new direction? Is it like a rejuvenation?

Absolutely. When I started, even as a kid, I was always a pop girl. I’ve always loved performing, dancing, acting, and singing. That’s never changed. I’ve always wanted to be a pop star who could do all three. But my approach to songwriting has evolved. This time, I’ve started with vocals and melody first, often with really stripped-back tracks—just piano chords, really focusing on getting the chord progressions right. Chord progression is the most important thing—it’s what makes a hit song. Then we build the production around the songs I write with my co-writers. That’s been key for me because, in the past, I worked with loads of different producers. While that was amazing, now I’ve found consistency with Kris Erickson and Tricky Stewart. I have “the Swedes” and “Atlanta,” and that mix is magic. They each bring something unique, and the combination is beautiful.

In what way?

Before, some producers would just hear me, think, “Oh, she’s got a good voice,” and make me do one take. Then they’d focus on the production, assuming the vocal was good enough. But Tricky taught me that even if something sounds good, spending three or four extra days perfecting the vocals can make it extraordinary. Every detail—the tone, the breath, whether I’m using mix voice, chest voice, or head voice—is intentional now. I’m really proud of this body of work because every single element is deliberate. We’ve spent hours and hours working on it.

These days, a lot of young artists like Madison Beer, Nessa Barrett and Billie Eilish are known for being deeply involved in their music, writing personal songs, and having control over the process. You seem like you’re in that same space—you’re in charge of what you produce, how it sounds, and even the visuals.

Absolutely. That’s so important to me. Once upon a time, pop singers didn’t always have that kind of opportunity, but now we do, and I want to make the most of it. I’m very thankful and lucky, actually, because I don’t think it was like this back in the day. Artists didn’t have as much freedom—they were often quite manufactured. So I’m really grateful for the artistic freedom I have now. I love visuals, and I adore music videos. Even when I’m writing songs, I’m already thinking about the music video. I love movies, and I have a very cinematic mind. I try to make everything dramatic and cinematic in my head. It’s wonderful that I’ve been given the space to express that, because I am a bit of a control freak—like many artists, I think. When the lyrics are so personal, the songs feel like my babies, and it’s scary putting your personal life out there. As artists, we give a lot.

Top and Skirt Millia London / Rings 24/7 Anonym / Bracelets Mejuri, Bottega Veneta

Do you think your fans connect with you because they identify with what you’re going through?

I think my fans definitely connect with the lyrics. A lot of people struggle in relationships, and their partners don’t treat them well. Many find it hard to leave those situations, so I think my relationship struggles resonate with them. It’s not always easy, and they can see that in my music. But it’s not just the lyrics. My fans also love the performances and the videos, especially the dancing and the glam. I think they enjoy the whole package.

You have a glorious old-school glamour about you. It’s lovely to see that kind of fantasy pop star image returning.  

I suppose so, yeah. I love Marilyn Monroe, Audrey Hepburn, and old movie stars. I’ve studied Vera-Ellen a lot and love the old MGM movies. That aesthetic has always spoken to me. I think I’ve leaned into it even more in this era.

Do you think you’ll ever move into acting?

I’d love to move into acting, especially musical movies. But I’d also love to do straight acting. I love all three—acting, singing, and dancing.

You grew up in Ramsgate in Kent?  How does life in LA compare to that?

One thing’s for sure: LA doesn’t do fish and chips like Ramsgate! They’re completely different worlds, but I love that contrast. It’s nice to spend time in LA but then go back to Ramsgate for the things that ground me – roast dinners, fish and chips, and a drink by the harbour. I’m a Ramsgate girl at heart. I love the culture of my hometown, and it keeps me grounded. But LA is amazing, too. I’m trying to get my parents to come visit Los Angeles – that’s the next box I want to tick.

Top and Trousers Amor Mia / Shoes Azalea Wang / Earrings Dolce & Gabbana / Rings Swarovski

You’ve said you didn’t have the easiest time in school and struggled when trying to break into the industry, even living in a YMCA at one point. Do you feel like you’ve reached the end of the rainbow now, with LA as your pot of gold?

It’s been a gradual journey. If I’d gone straight to LA after finishing drama school at 20, I don’t think I would’ve coped. It’s been a nice, gradual transition. As kids, we dream about Hollywood—it’s where the stars go to make it. For me, it was always a dream just to visit Los Angeles, let alone live there and pursue my goals. We didn’t go on holidays when I was a kid, so being here now and chasing my dreams is surreal.

That’s fantastic.

I’ve been in this industry for a long time, and it hasn’t been easy. I do it for the underdog because it’s so much harder when you don’t have connections, money, or famous parents. That’s not to take away from the talent of those who are more privileged, but it is harder. I’m very proud of myself for getting to Los Angeles with a deal. I’m still trying, but I feel like the best is yet to come. I’m still very much at the start of my career and just beginning to build it in America. I feel very grateful.

Look at people like Jonathan Bailey, who’s now a huge star in Wicked. He’s been working for 20 years, but people often think these successes are overnight. There’s so much hard work that goes unseen.

So much hard work! I’ve done so many shows—gigs in random pubs and clubs. I used to dance in clubs to make money to eat at the weekends. I was on podiums, dancing in clubs, and then going to work at Italia Conti during the week, probably hungover, but still working hard. I’ve been grinding for years, so I really respect people who’ve done the same. It’s all about artist development. The longer you train, figure out who you are as an artist, and refine what you want, the better your chances of longevity. People like Sabrina Carpenter and Charli XCX—they’ve had artist development, and they’re here to stay because of the years they’ve spent honing their craft. They truly deserve their success.

The X Factor years made people think you could become famous overnight, but longevity requires struggle and hard work.

It’s funny because since I was 17, the X Factor team invited me every year to audition. I’d go in and meet them, but I always said, “No, this isn’t for me.” I wanted to work for a record deal—I dreamed of being signed by Sony—but I wasn’t going on X Factor. It just wasn’t my path. I would’ve been terrible in that setting.

Dress Alessandra Rich / Shoes Giuseppe Zanotti / Earrings Maudella London

That takes such strong will. So many people would’ve jumped at the chance, even if it wasn’t the right fit for them. But you stuck to your guns, which is admirable.

Absolutely. I remember when Louisa Johnson won, I got an email from an executive saying, “See, that could’ve been you.” It really upset me, but I wanted to do things my way. Everyone has their own path, and for me, this was the right one.

You’ve done the right thing by staying true to yourself. You’ve built such a strong body of work, and when people discover you fully, they’ll look back and wonder how they missed you before. You’re doing Mighty Hoopla this year?

Yes, I’m so excited! I want to perform mostly new songs. I’ll probably include a couple of my older favourites, like “Hourglass” and “Heartbreak Hotel,” but the focus will be on the new material. I’ll also perform some unreleased tracks from the album. The album will be out sometime this year. For now, we’re just focusing on releasing the singles.

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