HYRA: A Nicaraguan Pop Princess on the Rise
Story written by Yesica Balderrama
HYRA photographed by Tom Bender
“I won't take no for an answer. And I think if you're passionate about anything, music, art, sports, anything - a no simply won't do.”
With bright orange hair and bouncy, upbeat songs, the Nicaraguan artist HYRA hypnotizes with memorable song lyrics and dreamy video effects. In her latest release, “Miss Understood,” she struts in a pale pink curtained room with low faded lights in a shimmering bodysuit reminiscent of early Y2K Juicy Couture velour sweatpants and bedazzled clothing. She is featured competing in a beauty pageant alongside women in similar sparkling gowns as the beat blares in the backdrop. Her electronic melodies and vocals harken to the golden pop age of Britney Spears, the Backstreet Boys, and Christina Aguilera.
HYRA’s first single, “Sad Lullaby,‘’ was released in 2020. Since then, she has released several other singles, including “All That I Said” and “Rendezvous.” We sat down to speak with HYRA about the inspiration behind her music and the anticipated new releases, “REM” and “Dirty Bitch.”
(Y) Yesica for The Mujerista
(H) HYRA
(Y): Can you tell me a little bit about yourself and your music?
(H): My name is HYRA, and I make pop music for the girls and the gays. I like making music that motivates people to be their most authentic [selves]. I hope people who listen to the music will be encompassed by the confidence the music emits. I was born in Nicaragua, moved to Miami in my early life, then to New York, where I went to school for filmmaking. I have been coast to coast.
HYRA photographed by Tom Bender
Y: How did you pick the name HYRA?
H: I would say I’m a pretty big nerd. I [played] a lot of Zelda that summer while going through a naming crisis. There is a realm in Zelda called Hyrule, which is H-Y-R-U-L-E. The story is mystical, and it’s also very soothing. The game was comforting as an anxious person. It was around the time when everyone was on edge at the start of the pandemic.
Y: When did you start making music? And what was the first project you can remember?
H: I’ve been in music for, this sounds so cheesy since I gained consciousness as a human. I remember writing songs and poems in English and Spanish. Then in college, I started taking it a little bit more seriously. I had some friends who were really into music. It wasn’t like, I’m going to be an artist. And then, after I graduated, I met my current producer Mads Mason in New York, and I realized what I wanted to write about.
Y: Which musicians or other artists are your main source of inspiration? And who are you listening to these days?
H: As I’m telling you this, I’m looking at a keychain. It’s my little Born This Way manifestation keychain. This is the biggest clue I can give you. I’ve been a huge Lady Gaga fan since she first came into the scene. You know, expect the unexpected with Lady Gaga, whether it be amazing music, crazy dresses, and fashion, or the most amazing visual art you can imagine. I actually just got back from a Charlie XCX concert, and I think she is incredible. I’m also really into Dorian Electro. I think their music is powerful and energetic.
The places that I’ve lived in have definitely influenced me. When I lived in New York, I went to electronic underground clubs, the same in Miami. I’m attracted to music that has a lot of emotion and good storytelling.
Y: How has your Nicaraguan-born, Miami-raised, and LA-based background influenced your music?
H: I think the different cities I've lived in and where I'm from have all been places where the people I've had the chance to connect with are lively, optimistic, and full of energy. I definitely like to bring that same aura to my music and project in general. A celebration and exploration of where we come from, who we've become, and what we believe in.
Y: It's rare to see Nicaraguan artists in entertainment, Hollywood, and media. Has the lack of representation impacted you professionally and/or personally? Does it motivate you?
H: It's definitely motivating to pursue a career of this nature when I grew up with few role models, if any, from my country doing the same thing. It was and sometimes still is a little intimidating, but the amount of support I've found within Nicaraguans has been inspiring and irreplaceable. I hope I can be a source of motivation for young kids back home who have the same dream that I still do. No dream is too big, even something crazy like being a "pop star." And I put that in quotes because I have a long way to go, and I'm excited for every step that's to come.
Y: When did you realize you wanted to pursue music? What advice would you give Latinxs interested in a career in the music industry?
H: I will say to just go for it. I know that sounds silly because some people have the impression that you need money or some education in music to take your first step. But really, it's all about just doing what you can.
In my case, it was working with my friends while I was in college, making any music we could, and just exploring our interests and creativity. I wish I would've started pursuing music before college, but as an immigrant, I grew up seeking financial stability and a more "formal" and "stable" career. But really, the desire to write songs and perform never went away after childhood.
One day I woke up and asked, "Am I going to be okay with getting old and saying that I never tried?" So that's been my mentality ever since. You never know if you don't try. And definitely, sometimes, a lot of the time, things don't go as planned. But that's part of it, I guess. I won't take no for an answer. And I think if you're passionate about anything, music, art, sports, anything - a no simply won't do. We'll find a way. It's in our nature.
Y: How would you describe your debut EP, Bad Bad Place? What was it like to work on your first EP?
H: I think Bad Bad Place was a taste of the different areas of music I wanted to explore. I write all my songs, so lyrics are usually where I get to express myself subtly, hidden between the usually driving pop sounds that I love to make sure my music has. There were slow songs, intense songs, and those theatrical intros. I love showmanship, so I'm hoping there was a hint of that in this project. It was fun and also very tricky to figure out what I wanted to share with the world as my first official "larger piece of work." I'm proud of what Mads Mason, producer for the project, created as well. He's really progressed as a producer throughout the course of the project thus far, so each song feels like a level-up to the last. We're a great team, and I'm excited to show the world what's next.
Y: What about your music videos? You have incredible visuals that accompany your music. How involved are you in the production of your music videos?
H: I have been very involved in my music videos so far. Especially “Miss Understood.” I have a filmmaking background, studying it during high school and college. I actually still have a full-time job aside from music, where I'm a video editor and producer. So my involvement in the visual side of the project comes naturally. That said, working collaboratively with the director, Elise Schatz, has been such a great process. She understands my ideas and inspirations and can come up with ideas of her own that go above and beyond what I thought was possible at this scale. We're both crazy, and I think it's a perfect fit.
Y: You've also been teasing snippets of a new song, "REM." What more can you tell us about this song?
H: I think “REM” can be thought of as Phase 2 of my project. I'm exploring sounds, visuals, and ideas that I was previously intimidated to touch when I first released music. Back then, I was thinking about keeping it "indie" and subtle enough to be digestible. But, this song is the most "HYRA" I think I've let myself get. It's loud, it's intricate and it's a good time. When I first started, I thought I had to leave the big sounds to the big artists. But, now I'm having fun and I think “REM” reflects that.