Behind the Sound: An Interview with NVLA
NVLA (pronounced "novela") has been one of the most talked-about electronic producers in the Southern Cone for the past two years. Her blend of ambient textures, Latin percussion, and deep bass has earned her a devoted following that regularly sells out 400-cap venues across Uruguay and Argentina.
We caught up with her before her show at La Corriente in Montevideo.
You've been independent since the beginning. Was that always the plan?
Not really. When I started, I sent demos to every label I could find. Nobody responded. So I put my first EP on Bandcamp, shared it on Instagram, and it just... found people. By the time labels started reaching out, I'd already built my own thing. Why would I give that up?
Your live shows are very different from your recorded music. Is that intentional?
Completely. The recordings are for headphones at 2 AM. The live show is for bodies in a room. I rebuild every track for performance — heavier kicks, longer builds, moments where the whole room breathes together. If I just pressed play on my laptop, what's the point of anyone leaving their house?
How do you think about your relationship with your audience?
I think about it a lot, honestly. These are people who spend money and time to come see me. That's not nothing. So I try to make every show feel like it matters. I remember names when I can. I respond to DMs. I share works in progress and ask what people think.
The whole "mysterious artist" thing doesn't work for me. I'd rather be a person who makes music than a brand that sells experiences.
You've been vocal about fair ticketing. Why does it matter to you?
Because I've been on the other side. I've paid 2,000 pesos for a show and had a terrible time because the venue oversold it. I've also played shows where the ticketing platform took 15% and I had no idea who actually came.
That's why I use Volttt. The fees are transparent, I can see who's buying tickets, and I can actually communicate with my audience. It's not perfect, but it's built for artists like me, not for stadiums.
What's next for NVLA?
I'm working on a new album that's more collaborative. I've been recording with candombe drummers in Barrio Sur and a string quartet from the Sodre orchestra. It sounds insane. I can't wait for people to hear it.
And I'm planning a small tour — five cities, intimate venues, no more than 300 people per show. I want it to feel special.
Any advice for emerging artists?
Play live as much as you can, even if it's for ten people. Learn your sound system. Own your relationship with your fans. And don't wait for permission from anyone to start.
NVLA's next Montevideo show is March 15 at La Corriente. Tickets available on Volttt.