The Coming of the Qveen
For many, like myself, Qveen Herby seemed to have erupted out of nowhere with her languid lyricism, bossy beats, and sharp style. However, Amy Noonan, the talent and creator behind the pseudonym, has plenty of experience in the music industry. Noonan began her musical career as part of the hip-hop pop fusion duo, Karmin. The duo consisted of her and her husband, Nick Noonan. They debuted in 2011 with covers of popular songs to build a strong online following, then transitioned into releasing original music, with their last album being released in 2016. In a YouTube live stream in May of 2017, Noonan revealed the new chapter in her musical journey, announcing the launch of the first EP under the new name and entirely new look. She addressed the fan base in the stream, stating, "Today is the day the queen takes over the land and we usher in a new chapter in our adventure together."
I will be analyzing this new persona, using the music videos for the songs "Busta Rhymes", "Love Myself", "Wifey", and "Holiday" as reference. Noonan has not only created an interesting, trendy character but has also welcomed listeners into that character's world, offering products that help make the queen's reality more accessible and authentic. Qveen Herby is that girl you see on the street who you want to know where she got her clothes, her makeup, her posh accessories, her whole aesthetic.
In the music video for "Busta Rhymes", Qveen Herby makes her first appearance, she makes clear who she is and what she is about with rapid fire lyrics accompanied by understated, complimentary beats that honor the legendary speed rapper to whom the title refers. The video is primarily spent on this antique navy blue suede sofa, surrounded by palm leaves and muted Pollock-style paintings, giving an air of modern royalty. It is the type of royal aesthetic that oozes mature intelligence and sophistication, far from the typical gaudy and frivolous style. The gold rimmed glasses and metallic, pointed-toe pumps paired with the bottle opener necklace add the right amount of lighthearted personality that offset the pitch black ballgown and fur stole. The ensemble plays with the threatening style of a mob boss's wife who has a stronger influence in the business than just posing as a trophy wife.
The visuals for the song, "Love Myself", feature Noonan's business partner, Audrey Napoleon, who is also a music producer, singer, and DJ, specializing in electronic music. The video is simplistic, using projections, symbols, smoke, and optical illusion editing to support the rhythmic, electronic beat of the song. The video also doubles as a marketing tool. Napoleon is wearing a gold necklace that says "Wifey" in reference to another of Qveen Herby's singles. The necklace is available for purchase on her official merchandise shop, qveenstudio.com.
In one of the flashing projections, the symbol of a dragon in the shape of a "q" is shown, which serves as the brand symbol for all of Qveen Herby's cosmetics, apparel, and accessories.
The music video for "Wifey" from EP 2 is overflowing with visual interest to support its anthem style composition. Qveen Herby refuses to simply sit and look pretty, which is best summed up in the lyric "“No Becky in distress. I’m a dragon in a dress.” The inspiration carried in the words "queen" and "dragon" is the main focus and influence for the visual's fashion. When you think of lavish, upscale fabrics, lace, silk, satin, and fur are likely at the top of the list. Jeweled embellishments and unique jewelry, like the dragon ring, "Wifey" necklace, gold chain bracelets, and intimidating claw rings accent the contrasting implications between "wife" and "wifey". The color scheme plays a role in the driving theme of the song, consisting of golds, champagnes, ivories, and crimsons, with purple being the accent color, drawing on its royal origins. Noonan also name checks luxury brands Versace and Tiffany & Co., staples of the modern heiress. The video also serves as another promotional for her line of matte liquid lipsticks from her brand, Qveen Cosmetics, modeled by the three women of varying skin tones on the couch, Napoleon being among them.
In the most recent release, the song "Holiday" deviates from the usual opulence of previous videos. The song itself chronicles how even the Qveen takes a break from the hustle every now and again, which is apparent in the casual, street style ensembles. The visual content itself is simplistic, similar to the style of "Love Myself". Atmospheric lighting, image overlay, and mirrored editing all play up the fun, celebratory vibes of the song. The wardrobe consists of street style basics such as the long sleeved crop top, turtleneck, bandeau top and joggers combo, and quilted puff coat. The crop top is short enough to reveal a triangle bralette with Qveen running around its band, reminiscent of the notorious Calvin Klein bras. The bra is also featured on the online store, along with a matching set of panties.
Overall, I am intrigued by Noonan's bold transition and self reinvention. The image and message are clear. The style and aesthetic are equal parts empowered beauty queen and intellectual style goddess, which is something that I am particularly partial to. I am sure I'm not the only one in the age of girls discovering just how much power they hold within themselves. She is not only talented in regards to music production and lyrical prowess, but she also demonstrates her strategic business and marketing skills, taking full advantage of the influence of music. I look forward to the expansion and growth of the kingdom. Long live the Qveen.
Qveen Herby's EP 1 and EP 2 are available now for streaming and digital purchase where music is available.
