With roots in Cape Town and a sound that blends soul, R&B, and Afro-Pop, Annie Swartz is crafting her own rhythm — on and off the stage. In this special MOVER cover story, the artist, designer, and storyteller opens up about finding her voice, building Labella Couture, and embracing the beauty of becoming.
Annie, your artistic journey spans music, design, and global inspiration. Can you take us back to where it all began for you, and how Cape Town shaped your creative roots?
Growing up in Cape Town was instrumental in shaping my artistic journey. The city’s vibrant culture and stunning natural beauty sparked my creativity, drawing me toward music, design, and storytelling. While I also spent part of my upbringing in Scotland, it was Cape Town’s rich heritage and diverse influences that had the most profound impact, instilling in me a deep appreciation for the power of art to unite and transcend borders.
You’re currently working on new music. What can you share about the projects you’re developing right now, and how would you describe the sound you’re creating?
I’m currently working on new music that blends R&B, Pop, Soul, and Afro-Pop. The sound is a fusion of emotive storytelling, catchy melodies, and infectious rhythms. I’m experimenting with production techniques and collaborating with talented artists to shape something that feels both authentic and innovative. This new work reflects my growth as an artist and my commitment to pushing boundaries while staying true to my roots.
As a young adult navigating the music industry, what have been some of the biggest lessons or challenges you’ve faced so far?
Balancing artistic integrity with commercial success has been one of my greatest challenges. As an artist exploring a range of styles such as R&B, Jazz, Pop, Soul, Afro-Pop, and Amapiano, finding my unique voice while staying true to my roots has been a journey. I grew up listening to everything from soulful R&B to country, and that diversity continues to shape my sound. It’s a delicate balance, but I’m excited to see where my artistry leads.
You describe yourself as a multifaceted artist. How do you approach blending genres in your songwriting, and what message or feeling do you hope your listeners take away from your music?
As a multifaceted artist, I approach blending genres by drawing from a range of influences and weaving in elements that align with the message I want to convey. I aim to craft a sound that reflects my diversity and feels true to who I am. I want listeners to connect with the emotions and stories in my music, whether it’s love, empowerment, or self-discovery, while also celebrating cultural heritage and individuality.
Travelling seems to play a big role in your creative process. How has seeing the world helped you grow not just as an artist, but as a person?
Traveling has been a major source of inspiration for me, both personally and artistically. Experiencing different cultures, meeting new people, and immersing myself in diverse environments has broadened my perspective and fueled my creativity. It’s helped me grow as an artist by exposing me to new sounds, rhythms, and storytelling styles. On a personal level, traveling has taught me to be more open-minded, adaptable, and empathetic. It’s also helped me tap into my identity and discover my unique voice.
You’ve recently started learning music production and composition. What has it been like stepping deeper into the technical side of your sound?
Learning music production and composition has been an exciting journey. It’s opened up new creative possibilities and allowed me to bring my ideas to life in fresh ways. Stepping into the technical side of music has given me greater control over my sound and made it easier to collaborate with other artists and producers. It’s been a challenge, but I’m enjoying the process of learning, experimenting, and shaping a sound that feels uniquely mine.
Outside of music, you’re also the founder of your own fashion brand, Labella Couture. How does fashion tie into your identity as a performer and creator, and what inspired the new bikini line?
Fashion is an extension of my artistry and a form of self-expression. With Labella Couture, I can design pieces that reflect my style and aesthetic. The new bikini line is inspired by my love for confidence, comfort, and femininity. Through my brand, I want to empower women to feel like the best version of themselves.
Looking ahead, what’s your vision for the next chapter of your creative life? Where do you see your art, music, and style evolving from here?
I’m excited to push boundaries and explore new creative avenues. I envision my art, music, and style evolving through continued experimentation and meaningful collaboration. I’d love to incorporate more storytelling, visuals, and immersive experiences into my work. My goal is to continue growing as an artist by staying true to my vision while innovating and inspiring others. I look forward to sharing more of my journey and connecting with my audience on a deeper level.
Annie Swartz is not just shaping sound or style — she is shaping a narrative that is entirely her own. With every song, every design, every step forward, she reminds us that becoming is not about arrival, but about owning the journey.
