I had a second to catch up with Jules, of Jules and the howl. We managed to catch up between our busy schedules. I’ve had the opportunity to catch her at Women Rock LA, but it has definitely been a minute. Jules is a superbly talented musician with intense energy and passion. A singer/songwriter, and boy can she shred on her keytar. She also let me know that she was recently accepted into the Recording Academy class of 2026, and is now a voting member of the Grammys. Here’s our conversation:
What is your opinion on being an independent artist versus signing with a label?
I think it’s truly a case-by-case basis. For most artists, I think it’s not a good idea. In the past, labels used to be incubators of talent and have an active A&R department. They would go out to clubs and find raw talent and invest in their potential to become a long-lasting artist. Today, there’s barely any artist development. Instead they look on TikTok and Instagram to find the viral artists so that they can just latch onto what they’re already doing, pour a little money into it and then get their cut. Instead of writing quality songs that tell a story as part of an album, they’re looking for quick catchy hooks and singles that will entertain viewers’ short attention spans on social media. I think many labels take advantage of artists – especially financially – to where they’re signing more new artists than actually supporting the ones already on their roster.
Now with all that said, there are also a few indie labels out there that are still doing the good work – finding, developing and supporting artists they truly believe in. But even then those are few and far between, and ultimately it has to be a good fit both for the artist and for the label.
For these reasons, I’m choosing to stay independent and am not actively seeking out labels. If the right opportunity came my way that aligned with my values and my career goals (preferably a woman-owned indie label), then I would absolutely consider it.
What is the best piece of advice you have received in the industry?
Don’t “ooh” and “aah” someone when they start talking about their credits – aka who they’ve played with, where they’ve toured, who they recorded with, etc. Remember they’re just people, and more often than not they’d rather talk about anything other than work.
How do you approach networking and building a fanbase?
When it comes to networking, you just have to be authentic. It’s amazing how much people open up once they realize that you genuinely care about getting to know them, especially in LA. It’s daunting to put yourself out there, but you can’t take yourself out of the game before it gets started.
It’s a similar thing with building a fanbase: have conversations over DMs, express your genuine appreciation for their support at the merch table, and remember that you’re also a human and not just an artist. Be smart and keep your boundaries, and always listen to yourself if you feel like a fan is not respecting your privacy or those boundaries. It’s a delicate balancing act.
What is your routine for dealing with performance anxiety?
I honestly get spooked if I don’t experience a little performance anxiety. So in a weird way it’s a comfort when it hits. It usually hits a few hours before a show. So I do my vocal and physical warm-ups, then say a quick prayer right before heading on stage and then I let it all go.
How do you interact with an audience that seems disinterested?
I have zero problem jumping right into the crowd and getting them going, or calling out the energy while I’m on stage. My job is to entertain and connect with the audience. If I do that and then focus on putting on my best performance, I usually win the crowd over – maybe sometimes not as much as I’d like, but that’s ultimately all I can control.
How do you handle mistakes or technical issues during a live performance?
You HAVE to keep going! That’s the one thing that doing theatre taught me – no matter what happens, you have to keep going. Remember that for that 30-40 min set, you are in control of how the audience reacts to the situation based on how you react. It’s your world, and they are in it. For me, if it’s a short fix I usually crack a self-deprecating joke and move on, because I’m human. And if it’s a more complicated technical difficulty, then I calmly ask the audience for a few minutes, and it’s all good. It’s all about maintaining your own calm, because the audience is watching you. This is what distinguishes a professional from a non-professional, in my opinion.
If you could only listen to one album for the rest of your life, what would it be?
Easy. Rumours by Fleetwood Mac. It’s the soundtrack I put on whenever I need to chill and get work done. Between the harmonies and the incredible songwriting, the music just puts me at ease.
Keep an eye out; she has a big show coming up on December 4th, her biggest show to date. She will be performing with Dirty Fest, and her set time is 6:40pm. Watch her social media pages for more information.
Jules & the Howl
Stream MY TURN out now!
Written and Photo by Denise Johnson
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