Dark and delicious vocals, smooth and slinky electric guitar, and glittery cymbals, all wrapped up in smokey-velvet basslines—that is the sound of Jimi’s new debut full-length album, “What A Feeling.” It is, as they say, a vibe, and that vibe is super-sultry.  

Jimi is the latest project by St. Albert raised musician, Julia Nicholson. The pseudonym is actually an old nickname given to her by her Grandpa, but in the context of her art, it represents a shift for the pop-leaning artist—to something more organic, more honest and more authentic.  

“In the recording sessions, the music I was playing were songs I had been working on basically my whole life—ever since I started playing music,” explains Jimi. “This music is me. I’m not trying to be anything else other than me, so I thought, ‘let’s go with my nickname that I’ve always had since I was a kid.’” 

Jimi has been playing guitar since she was just six-years old and has been an active and effervescent feature of St. Albert’s music scene pretty much ever since. From busking at the Farmer’s Market and winning the St. Albert Amplify Festival’s battle of the bands in 2015 as Julia Nicholson, to winning the Youth Artist award at the St. Albert Mayor’s Celebration of the Arts in 2016, to releasing dance-inspired, pop-driven singles under the name Lia Cole, Jimi has been learning, growing and adapting as a musician since she learned to play. Now, at 23 years-old, it feels like she’s done what all artists strive to do—find their true voice.  

“It was a journey, for sure,” admits Jimi. “I was a little bit young and naïve. And then in 2019—that was the year that changed my life. My best friend Taya [Martin] passed away by suicide. After that, you can imagine how devasted I was, and my life turned upside down. I had so many questions. I didn’t understand why—I had always been young and happy, and so was she. I didn’t realize.  

So I took a step back from music and I just healed, and I grieved. And I really decided what I wanted to do with my life.  I realized that life is so short—I don’t want to pretend to be anything. I just want to live in the moment, be happy, do my music and be with my friends, family and loved ones. So then I decided I’m going to make the most real music, the most raw music, for Taya. Everything I do now is for her. It made me not take life for granted anymore and not take music for granted.” 

The recording of what was to become “What A Feeling” started with a Factor grant, (which stands for The Foundation Assisting Canadian Talent On Recordings).  She quickly enlisted her friend and Toronto-based producer, Ari Rhodes to help with an EP. Using the demos Jimi had created in her room starting as early as 2016, they finished the initial few tracks. But Rhodes was so impressed, he asked Jimi to come to Toronto to finish the album and pulled in producer Mikhail Cronin to help. 

The result is luxurious. From songs like “Shy,” whose soft and silky groove feels gently alluring, to “Could’ve Been,” whose crying guitar licks play as vulnerable and earthy, the album feels rich, but natural and completely candid. The standout track is “Company,” with the associated music video, directed by Morgan Gold, pushing well over 200,000 views on YouTube.  

With a theme that’s all too appropriate for the COVID-19 pandemic, the song is a soulful anthem for the lonely, as, in the chorus, Jimi begs for someone to keep her company. The video features Jimi surrounded by lush golds, reds and blues, but completely alone in places where you’d normally be with friends or a partner—a club, a restaurant, a badminton court and more.  

“We all kind of brainstormed about it, because it was in the smack-middle of COVID, so we couldn’t really get anyone else to be in the video,” says Jimi. “I’m longing for love, for somebody to stay with me and keep me company. So the whole time I’m all by myself in all of these places that I should be with somebody.”  

It’s a clever concept, executed at the perfect time, and, as Jimi continues to grow her fan base beyond the borders of St. Albert, a stunning first-impression. The growth continues as she leaves home this summer for Vancouver. With more songs in the works, “What A Feeling” is certainly just a long-anticipated start for Jimi. And what a start it is. 

Follow Jimi on Facebook and Instagram. 

Listen to “What A Feeling” on Spotify or Apple Music. 

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