Em Beihold
Article by Brittany Ormiston
Hosted by: 1824 - UMG’s creative solutions team
“...The truth is that life is good and bad existing at the same time. And that is okay.” Republic Records artist and quirky-pop icon Em Beihold is the topic of conversation these days with her recent single ‘Maybe Life Is Good.’ The track encompasses the mindset of manifesting more positivity, and learning to look at the glass half full versus half empty. Writing the song was considered a “life vest out of depression” for Em, and a track she personally revisits when feeling pessimistic. Sammy Witte (songwriter, producer) and Casey Smith (songwriter) were very vital to the creative process for the single. After what felt like endless revisions, ‘Maybe Life Is Good’ was crafted to perfection. Em did not plan to release the single at first, but wanted the message it portrays to be out in the world for all to hear.
The animated lyric video for ‘Maybe Life Is Good’ was directed by Kelly Emrich, and is “Alice in Wonderland-y” according to Em. She discovered Kelly on TikTok back in 2020, and the video “walks the line between beauty and sadness the way the song does.” Em focuses a great deal of attention on the visual representation of her music to complete the experience for listeners. Her style centers around very colorful and vibrant, but a little bit off at the same time. Em portrays her dedication to the vision by creating sketches for the cover art of her songs, and sending them over to an artist to finalize the designs. She has shared the sketches and final products of numerous designs, including ‘Maybe Life Is Good,’ on her Instagram for supporters to be a part of the process.
This unique and ethereal style has transferred from Em’s cover art to the stage on her first headlining tour. From Em’s flower-designed outfits on stage to the fans dressing up with outfits and makeup inspired by her music videos, it is clear the visual representation Em has created in her head has made an everlasting impact. Deciding to name the tour the Maybe Life Is Good Tour was not a second thought for Em. “It summarizes the energy of what I am trying to capture as an artist, which is the truth of the good and the bad,” shares Em. Constructing a safe space for those who attend has been at the forefront of Em’s mind since the get-go. She has partnered with two exceptional organizations this tour: HeadCount and Active Minds. HeadCount is a non-profit organization that helps promote democracy participation, and encourages individuals at concerts to register to vote. Active Minds is also a non-profit that supports mental health awareness and education specifically for young adults. At every show, concert-goers have the opportunity to easily access the resources and knowledge these organizations have to offer.
Em is determined to make the world a better place with everything she does. The vulnerability in her music, transparency with her mental health, and ability to be unapologetically herself resonates deeply with her fanbase. “As an artist, if I am going to be anything it’s going to be honest, blunt, and true. And that will always remain,” states Em with the utmost confidence. If you need to find Em, she is either in the studio, spending quality time with family and friends, or leaning into her current hobby of embroidering. In the wise words of Em Beihold, everything is gonna be alright.
