JULI is an Argentinian-born, Los Angeles-based pop artist creating emotionally driven electronic pop rooted in personal storytelling and real-life experiences. Her music explores confidence, vulnerability, and identity, encouraging listeners to feel emotions fully while transforming them into strength rather than victimhood.
Currently developing her upcoming EP with producer Luke Baker, JULI is building a cohesive creative world that connects music, visuals, and lifestyle. Alongside her releases, she is the founder of 99collective, a fashion brand that extends her artistic identity through mood-driven design and self-expression.
What version of yourself shows up in your songs that doesn’t always show up in real life?
I feel like my songs reflect the extreme versions of my emotions. Music lets me experience feelings without filtering them and becomes a space where I can process emotions honestly and turn them into something creative. If I feel confident, angry, nostalgic, or vulnerable, I allow those emotions to exist at their fullest instead of softening them the way we often do in everyday life. While I tend to move through emotions more calmly day-to-day…
music gives me a safe and empowering outlet to express those feelings openly, process them and move forward.
What’s a creative risk you’ve taken recently?
Together with my producer, Luke Baker, I’ve been experimenting with genre and language in ways that feel very natural to us but still unexpected — starting songs with a reggaeton foundation and evolving them into electronic pop, blending English and Spanish vocals, and playing with contrasts in tone and energy. It’s about creating a sound that reflects what we genuinely enjoy while discovering something new in the process.
What’s something people misunderstand about being an emerging artist?
A common misconception is that it’s only about releasing music, when in reality emerging artists — especially independent ones — are building entire creative worlds. That includes shaping sound, visuals, identity, and storytelling while often managing much of the process ourselves. There’s a lot of freedom in independence, but also a constant balance between creativity and wearing multiple roles behind the scenes.
Right now, are you more focused on building an audience or building a body of work?
My main focus is building a strong body of work and staying authentic to what I’m creating. Of course, I care about people discovering the music, but I believe that when something is genuine, it naturally finds the right audience. So alongside creating, I’m simply sharing and promoting the work with the hope that the people who truly connect with it will grow with me.
If someone discovered your music five years from now, what would you want them to understand about this phase?
I would like them to see this phase as a foundation of experimentation, growth, and emotional honesty. It represents allowing myself, for the first time, to fully explore every emotion — including anger, frustration, and vulnerability — and understanding that those feelings are natural and don’t take away from strength or identity. Rather than always needing to appear calm or agreeable, this period reflects embracing emotional complexity and learning to be comfortable with every part of myself. Songs like COPYCAT capture exaggerated confidence and frustration, particularly the feeling of navigating situations where narratives feel distorted or misunderstood. Overall, both my released and upcoming music reflect a process of emotional self-acceptance that I hope listeners can relate to in their own experiences.
Did your clothing brand grow out of your music world, or did it always exist alongside it?
My clothing brand exists alongside my music as part of the same creative universe. It began slightly before my releases, but naturally evolved into an extension of my sound and personality — with pieces that reflect lyrics, moods, and themes present in my music.
What are you still trying to say that hasn’t fully come out yet?
There’s still a lot I haven’t fully expressed. With this EP, I’m exploring the space between confidence and vulnerability — moving through emotional stages while navigating moments that felt misunderstood behind the scenes. It reflects growth that’s still unfolding in real time, and there’s still a lot that hasn’t come out yet, but it’s slowly finding its way into the music.