Meet Parri$, the pop star the world needs now

[“][Y]ou know, it’s a funny thing to say, but I feel like I was born to dance,” laughs Parris Goebel over a crackly phone line from New Zealand. It’s a few days before Christmas and Parri$ is at home on a very rare day off. She’s recounting the steps that led her to become one of the biggest names of her generation in choreography. “I would come home from school, turn on MTV and start watching music videos. Missy Elliott’s ‘Get Ur Freak On’ was one of my biggest inspirations, and anything from Destiny’s Child and Usher. I guess it just went from there.”

Speaking to Parri$, it’s clear that she plays down her stratospheric rise in the dance world, but her achievements at the age of 25 eclipse many double her age. A stint on America’s Best Dance Crew to launch her career? Check. Dancing for Jennifer Lopez’s world tour at 21? Check. Choreographing one of the Step Up films? Been there, done that. Working with Nicki Minaj, Janet Jackson and Rihanna? Yep, she’s ticked that off too. But it was in late 2015 that Parri$ saw her career reach fever pitch, when she was approached to choreograph a video for every song on Justin Bieber’s Purpose, the album that would usher in his renaissance and turn him from tween brat to bonafide artist. No one could have predicted just how big the video for “Sorry” would become – especially seeing as it didn’t even feature any face time with the Biebs – but the viral smash has since racked up enough hits (over two billion) to turn it into the third most watched video on YouTube ever. Now everyone wants a piece of Parri$.

And while Parri$ could easily sit back and watch the work roll in, this year she’s adding another accolade to her already packed CV – singer. The first track “Friday” hit the internet last year and was quickly followed by “Nasty” and “FIYAH”, all unapologetic, thumping hip-hop tracks that wouldn’t sound out of place on a classic Missy album. The videos too – with dance breaks, in-your-face krumping from Parri$’s crew and styling that definitely isn’t shy – mark her out as a strong contender for hip-hop’s crown. So get ready to bow down, 2017 could be Parri$’s year.

Hunger: Did you grow up in a musical family?
My parents raised us on music. My dad would always play RnB and funk, a lot of Michael Jackson and then loads of 90s slow jams. As soon as I could walk I was trying to dance, it wasn’t really a matter of discovering it, it was something that came naturally. And it was when I took my first hip-hop class at about 10 that something clicked. I fell instantly in love with it. That was the moment that my life took a new direction.

Why hip-hop over other genres?
The music was easy to connect with and move to. When you’re younger you don’t think about the reasons you do things in the same way you do when you’re an adult – you just do whatever you enjoy. It was just something that was fun, but the older I got the more I began to love the fact that in hip-hop there is no right or wrong, it’s just about movement and feeling something. It’s pure expression without rules, it’s freedom.

Hip-hop has suffered from negative connotations though, and has come under fire for being misogynistic – have you ever witnessed that side of hip-hop? Or do you think these are misconceptions?
I think it’s partially true and does come into music videos and lyrics, but the dancers are generally completely different groups of people to the musicians. The dance world, I would say, is almost separate to the music world, and I was raised in the dance world, so didn’t feel that women were treated differently. I’ve never felt that I was unfairly treated, but I do understand people’s perspective when they say that misogyny in hip-hop exists because there is a history of it, but like anything else it’s what you make of it. It’s up to me as an artist to make what I want out of this industry, to highlight it or not, and to make my mark.

Do you think having female icons in the genre, who are very successful, like Nicki Minaj, is proof that this is a good time for women in hip–hop?
I think it’s awesome that there are women like that really bossing it in music, and whether you’re an artist or not you can’t help but be inspired by strong, successful female figures. It teaches people to do whatever they want and own it, to be confident and not afraid to use their voice and take charge.

Do you feel like you’ve put the hip-hop scene in New Zealand on the map?
I try not to think about it like that really! There are some people who would say that I have, but I feel a bit weird about it. I like to do my own thing and try not to overthink it or concentrate too much on who it’s affecting – I’m not sure whether that’s a good or a bad thing – but if it inspires people along the way then that’s cool. New Zealand is such a small country, so anything that brings attention to us like this makes me proud.

You choreographed the viral sensation that was Justin Bieber’s “Sorry” in 2015. How did that come about?
His team called and asked if I wanted to choreograph a video to each song on the album and obviously I was like, “Of course!” But I didn’t realise when I took on the project the short amount of time that I had, so it was a crazy time and a lot of work to get it all done, but it was a milestone – it changed my career and opened my work up to so many more people.

And now you’ve released an EP too. When did you realise that you wanted to move into music?
I didn’t start making music until about 18 months ago, but it was another light-bulb moment. I was constantly surrounded by music and musicians, so I thought that it was worth a try to see what happened and if I enjoyed it. I loved the idea of having another avenue to express myself, and as soon as I got into the studio I fell in love again. I very much live my life by what I enjoy, and when I realised that making music made me happy I decided to go for it seriously.

Does it add a different pressure? You’re really putting the focus on yourself when you’re a solo artist.
I guess it does but I think in dance it’s similar – you have to put yourself out there too. The confidence that I’ve built up as a dancer pushes me through. No matter what people say I have confidence in my vision and that vision [translates] to music well. Whatever I do I need to believe in it to the fullest extent.

What kind of artist do you want to be?
I want to be one that doesn’t exist at the moment! I think there’s definitely space for more, and I don’t want to copy anyone else. There’s only one of me and I just need to be the best version of myself, without compromising what I believe in. My vision is different and it’s something that I think the world would appreciate, so I want to share it.

Your music videos are full on and in your face, you can’t take your eyes off the screen, is that representative of what we can expect from you as an artist?
I hope so! I hope that people can’t keep their eyes off the screen; that would be great! I try not to plan too much for the future and approach each video with a fresh mind and new ideas and execute it as well as I can. It’s all what’s in my head already and if people connect with that I can’t really ask for more. Ideas just come to me, usually when I’m by myself – on a plane or driving – and after that I get quite anxious to recreate them before they disappear again.

Your EP was released at the beginning of the year. Did you know how you wanted it to sound, or did it evolve once you got into the studio?
It was really organic because I worked on different songs with different producers, so there was constant development. And the music that I’m working on now is very different again. It’s a constant journey, so as long as I’m genuine in that moment and creating a vibe that connects with me, then I feel like it works. I’ve already started working on an album, and that explores lot of different sounds. I’d love to work with A$AP Rocky, Kanye, Chance the Rapper – and working with Missy Elliott one day would be the dream.

You’ve already inspired a new generation of dancers, but what’s your overall message as an artist?
There’s only one of you, so there’s no point in trying to be anyone other than yourself, and as soon as I learnt that I really saw my whole career flourish. If you have a gift and a purpose you need to not be afraid to use it. You have to celebrate and appreciate yourself and what you have to offer, and that’s where the confidence comes from in me. I’m proud to be from New Zealand, I’m proud to be half-Samoan, and being proud of yourself and genuine in what you do is something that resonates with people and ultimately leads to better art.

Main image Parri$ wears jacket and shorts by New Future London, bra by Guess, headpiece by Pebble London, necklace and choker by Gogo Philip, shoes by Irene SJ Yu and vintage anklets 

Parri$’ EP Vicious is out now