I can remember my first time hearing Nicole Bus sing. It was actually early this year, listening to the radio. Her song titled “You” was playing and I wondered who was this young woman with such a unique voice. After the song played a few more times I learned a bit more about the emerging artist. First I learned she was a Dutch-born artist from Amsterdam. That was enough to move me to find out more and also make a choice to feature her in Weekly Music Commentary. Hopefully, for readers outside of Europe, and for those in the US, this week you will be introduced to one of the bright new lights of the music industry.
Growing up in a small Holland village, Nicole vividly recalls listening to Sade, Bob Marley, and various gospel artists a la Ron Kenoly alongside her dad. On weekends, she sang in church before eventually picking up a keyboard at ten-years-old and cooking up countless rudimentary beats on 8MB floppy disks.
In high school, a mentrix who gave her theater and dance lessons introduced her to Lauryn Hill by way of the artist’s seminal MTV Unplugged performance, and it proved nothing short of life-changing. “It showed me how to put all of my emotion and passion into music,” she elaborates. While studying at the Conservatory of Amsterdam, she received opportunities to perform around the globe. The budding talent’s travels saw her engage crowds in Nicaragua, Israel, Palestine, Morocco, Indonesia, and throughout The Netherlands.
It is easy to see that Nicole Bus started with a world view. She was able to interact with people of various cultures and languages, providing a backdrop for later international music success. “I’m half-Dutch and half-Curaçaose, so I get to see different sides of the conversation,” she says. “I’ve got an understanding of where people are coming from. In the current moment we’re living in, I think that’s so important.”
Nicole Bus has the type of background that could help her succeed in many endeavors. Music would be her chosen type of employment. She was able to take advantage of some notable opportunities on her way toward success.
In 2013, she participated in The Voice of Holland and emerged as a quarter-finalist as her profile dramatically grew. After winning another music competition, she met multi platinum producer Needlz [Drake, Cardi B, Bruno Mars]. That Voice of Holland competition really provided a picture of the type of artist Bus could be. When I started to research her start, I took time to look at some of those performances. Trust me, when you see and hear those performances you might also believe what Dutch audiences were thinking. Yes, the young woman would be a star some day. However, the meeting with Needlz provided a much bigger career push. Nicole spoke about this in a BET interview.
I met this producer, Needles, in Atlanta, and we started this partnership. We’re like, ‘Okay, we want to work together to create music.’ We wanted to create something… like when you heard Lauryn Hill for the first time. Something like that feeling. That real music that hits you inside. So we had this agreement like, ‘Ok, let’s make beautiful music,'” the singer started off. “I remember five years ago, we were standing at a traffic light, and [Needles] was like, ‘What else do you want to do?’ And I said, ‘Well, I will be signed by Roc Nation.’ So I said that, and I remember him looking at me like, ‘Ok, I guess.’
Nicole stated that Needles would sometimes upload clips of him and the singer performing and making music in the studio. “Four years later, the A&R reached out to [Needles’] Instagram… and in that 24 hour window, the A&R reached out like, ‘I don’t know who this lady is, but is she willing to come to a Roc Nation showcase?'” Nicole recalled. “That’s God all over it.”
When I heard Nicole Bus relate this story, it reminded me of a similar situation many years ago. I was working with a very talented vocalist who was more than ready for some label recognition. I knew a talent scout who worked for one of the major labels in the Southeastern US. I knew enough about the industry not to burden any associate with a lot of unsolicited requests regarding possible local talent. However, this was one opportunity I thought warranted at least a telephone call. Because I was not one that bothered him, he was more than interested to hear the young singer. Well, he heard her and took me aside and talked with me a while. He explained that he thought the singer was indeed what the label was looking for. He next explained that there was a label showcase upcoming, and he thought it would be good for the young artist to be a part of it. I agreed, as I realized what was at stake. The singer did not agree and blew the opportunity. Ah, what could have been.
The reason I related this experience was to explain the importance of industry showcases. Even in this world of YouTube and Instagram discoveries, the big break an artist may seek possibly will come via an industry showcase. Just like what Nicole Bus experienced. When asked about how quickly her career took off, between being discovered on Instagram, to her official Roc Nation signing day, Nicole Bus humbly replied: “Of course, with every contractual season and situation, it always takes time. It definitely takes time, but thank God I’m sitting here with you guys right now, so obviously it worked [out]!”
Yes indeed everything worked out. When you look at so many of the newer, emerging artists, Nicole Bus is ready to make her own statement musically. Her hit single “You”, has made a statement lyrically as well. Nicole explained the reasoning behind the song.
“In the media, the profile of black males is pretty negative,” she sighs. “In the heavy times we’re going through right now, we don’t have an encouraging song about the beauty, strength, and intelligence of our black men. I decided to write one. I thought it would be cool to turn it around make a love story about this subject. The ‘C.R.E.A.M.’ sample felt so perfect. (the song utilizes a sample of the original instrumental behind Wu-Tang Clan’s classic “C.R.E.A.M) It’s a very beautiful dedication to boost character and morale and share love instead of all this negativity.”
Certainly, Nicole Bus has experienced a warm welcome to this madness called the music industry. Her followup song “Big Shot” has been getting airplay and should give us more of an introduction. Get ready for a lot more music!