9lives on Touring, Fashion, and the Evolution of His Sound
New Zealand producer 9lives brings a distinct, vibrant energy to the modern music landscape. His sound—bright, vivid, and joy-affirming—reflects a creator who believes the world could use a little more color. Currently, he is in the midst of a tour alongside Lucy Bedroque and Kuru, an experience he describes as a “dream come true” that has allowed him to bridge the gap between digital collaboration and real-world connection.
Hailing from Hawke’s Bay, 9lives has navigated a unique path to his current standing in the industry. Despite his distance from the traditional hubs of music production, he has cultivated a thoughtful, intentional approach to his craft. Whether he is discussing his meticulously curated wardrobe—featuring pieces from Ann Demeulemeester and Rick Owens—or reflecting on his early days in high school, his focus remains on the emotional resonance of his work.
Reflecting on his origins, 9lives recalls his first foray into production as a high school GarageBand project. While he admits the early results were “horrible,” the experience ignited a passion for songwriting that would eventually lead him to experiment with the intersection of hip-hop and electronic music. He notes that the current “digicore” wave, which includes artists like Lucy Bedroque, represents a natural evolution of these genres, fueled by an aesthetic and sonic crossover that feels both raw and intentional.
Life on the road has provided a new perspective for the producer. “Being from New Zealand, you don’t really ever get opportunities to hang out with someone for that long,” he explains. Touring has become the perfect environment to foster deeper relationships with his peers, turning the grind of travel into a shared creative experience. When asked about his ultimate goal, 9lives remains grounded: he wants to paint pictures in the listener’s head and make their days a little brighter.
As for his style advice? He encourages a return to vibrancy. “I think we got to bring color back,” he says. “Even if it’s just the belt or the chains or something small. I think just a bit or pop of color always makes the outfit a bit more interesting.”
