Cindy-Louise is a South African-born singer-songwriter currently based in the Netherlands whose bold and innovative artistry has been captivating audiences from a young age.
Immersed in music since she was 16, she built a strong foundation through classical singing and piano lessons, setting the stage for an evolving career that seamlessly blends diverse musical influences.
Having mastered opera halls and captivated TV audiences, Cindy-Louise is now channelling her theatrical sensibilities into bright, dance-floor-ready pop. In this interview, we discuss her shift toward indie-dance-pop, the personal stories behind her love anthems, and how she balances vulnerability, branding, and advocacy as an independent artist blazing her own trail.
EXPRESSION AFRICA: Your new song ‘Follow You’ marks a shift to a feel-good, indie-dance-pop sound. Which artists inspired that spark of summer-ready joy, and how did you make the track uniquely your own?
CINDY-LOUISE: I listen to a wide variety of artists, but when it comes to feel-good music I’m especially inspired by people like Dua Lipa, Mabel, Becky Hill and, of course, our very own Tyla. The shift in my sound came from a very personal place: I’m stepping into a new phase of life, moving out of my twenties and embracing all the self-discovery that came with it. I wanted to create music that genuinely makes me feel good – something that brings joy and makes people want to move.
With this track, I really made it my own, because let’s be honest, there’s no one quite like Cindy-Louise! From the vocal tone to the lyrics, everything reflects who I am and where I am in my journey. The beat is also super easy to dance to, which is important because I always give it my best when I’m on the dance floor! At the heart of it, I want to spread positivity and empowerment in a way that’s fun and relatable. It’s about dancing like no one’s watching and reminding both myself and my audience that we’re the main characters in our own stories – and we get to own that.
The lyrics of ‘Follow You’ are dedicated to your husband. How do you balance vulnerability and pop polish when you’re writing love anthems from personal truth?
I stopped overthinking vulnerability and just started writing whatever came to mind. I’ve found that the more honest you are in your lyrics, the more people can relate to them. So, with this track, I kept the lyrics sweet, catchy and simple. I think that’s what makes it such a strong pop anthem – it’s easy to connect with, and people can sing along and see themselves in the message.
You studied pop songwriting in London – what was the most surprising lesson you took away from that experience?
I realised how over-complicated my songwriting process had become, so it was incredibly refreshing to collaborate with other creative minds and see how they approach writing. Up until that point, I’d learned everything independently, so working alongside top UK songwriters – who pen hits for major artists every day – was a game-changer. It unlocked a whole new level of creativity in me. The experience was not only inspiring but also empowering, and I took away so much from being in that environment. You can really feel that energy in the song; it has that undeniable spark. Honestly, it sounds like a UK number one hit, and I truly believe in the power behind it.
The music video for ‘Follow You’ mixes TikTok-style candid moments with ’90s glam. How important is visual storytelling to you, and how do you translate that into social campaigns like the #FollowYouDance?
I think TikTok has become one of the most powerful tools for artists today – whether you’re emerging or already signed. It’s an essential platform for getting your music out there and connecting directly with listeners. I also wanted to create a song and a dance to go with it because it makes the release more engaging, fun and relatable. These days, it’s not just about storytelling through lyrics; it’s also about grabbing people’s attention in those first few seconds so they’re drawn in and hear what you have to say. It’s all about creating a full experience around the music.
Looking back at your BBC-featured anthem ‘Woman of My Own Damn Mind’ (featured on the TV series Devil’s Peak), how has your message of empowerment evolved up to your latest releases?
My latest release is more fun and centred on love, whereas ‘Woman of My Own Damn Mind’ carried a more rebellious tone. Both tracks share a fierce energy, but they were written at very different stages of my life. Back then, I was carving out my identity and needed to assert myself. Now, I’ve grown into a more easy-going version of myself – I no longer need to prove anything because I know I’m the main character in my own story. Every song has its time and place, and this new release reflects where I am right now: confident, light-hearted and joyful.
You’re also an advocate for the coeliac community and mindful eating. How do these personal passions weave into your life as a touring artist?
Being coeliac is truly life-changing – it affects almost every aspect of my daily routine. It’s not just about avoiding gluten; it’s about constant planning, vigilance and sometimes emotional overwhelm. When I’m hungry and can’t find a safe place to eat, it can be incredibly frustrating and isolating. Every outing requires careful preparation: if there’s no dedicated gluten-free restaurant, I must bring my own food.
This makes touring especially challenging, and even social interactions can be stressful. I live with the constant anxiety of getting sick – to the point where I can’t even stand next to someone eating a bread roll without feeling uneasy. That’s why I’m passionate about raising awareness and creating inclusive spaces. I’ve started hosting fully gluten-free events so that people in the coeliac community can enjoy themselves without worrying about cross-contamination or their health being at risk. Everyone deserves to feel safe and included.
Fashion and lifestyle are part of your brand. How do you decide what parts of your personal style make it into your public image?
It’s all about having a clear sense of who you are as a brand – that includes everything from your aesthetic to your colour palette. For example, if you look at my social media, it’s filled with pink tones and joyful expressions; that immediately gives off a ‘pop and girly’ vibe, which perfectly aligns with my music. I’ve also worked with industry professionals to ensure my fashion choices complement my sound and the message I want to share. It’s important that every element, from visuals to styling, tells a consistent story.
When it comes to lifestyle, I like to keep things a little real and relatable – that’s why you’ll often see me with an iced latte and a book in hand. It’s authentically me. But I’ve learned that while it’s great to be personal, it’s also important not to overshare things that don’t align with your brand or music, as you risk confusing your audience. Consistency is key when building a connection with fans.
You’ve navigated opera, rock-theatrical and now pop. Which genre challenge has taught you the most about your own capabilities?
Each genre has challenged me in its own way, and I’ve learned a lot through exploring different styles. What I’ve come to understand most about myself is that just because I can sing a wide range of genres doesn’t mean they all reflect who I truly am as an artist. For example, I absolutely love theatrical rock – it’s powerful and works brilliantly for film and TV placements, which I also do as part of my work.
But when it comes to performing live, there’s a certain sass, confidence and positivity that I naturally bring to the stage. Not every genre allows space for that energy, and I’ve learned that it’s more important to choose songs – and make songs – that align with my personality and brand, even if they don’t showcase every vocal skill I have. At the end of the day, it’s about connection. When I perform songs that feel authentic to me, it’s easier to get the message across and give a memorable show.
As an independent artist, what’s been your biggest lesson in taking creative and business ownership of your work?
My biggest lesson has been learning how to market myself. Without a team to guide me, it’s easy to feel a bit lost or unsure of which direction to take. That’s why, in 2025, I decided to rebrand. I realised I was feeling confused – even about my own image – so I dedicated an entire year to planning a solid marketing strategy and refining all my social-media platforms.
As much as music is the heart of what we do, I’ve come to understand that your presence on social media is just as important – sometimes even more. It’s often the first impression, and it can be the key to unlocking major opportunities, including signing with a big label. If I could go back and give my younger self, or any aspiring artist, one piece of advice, it would be this: take a year, don’t release anything, and focus entirely on building your brand and strategy. Then commit to it with consistency. That foundation makes all the difference in the long run.
How did your experiences on Mediterranean opera stages prepare you for the pressure of live TV competitions like ‘Lift You Up’?
They taught me how to perform under pressure and the importance of being thoroughly prepared before stepping on stage. Without that experience, I don’t think I would’ve had the confidence to sing in front of such large audiences. It also helped me develop a mindset where I imagine myself in a bubble, tuning out the nerves and just being present in the moment. That’s when I can truly enjoy the performance and give my best.
You have more new music lined up in July. How do you map out your release strategy in today’s streaming-driven industry?
I follow a strategy of releasing a new song every two months. It keeps my fans engaged with fresh music while giving me enough time to properly showcase each release and build excitement around it. I’m always working with a plan, ensuring there’s at least one song ready to go at any given time. I’m fortunate to have my PR Agency, Devographic Music, by my side – this expertise has been invaluable in helping me map out each release strategically. Together, we make sure every song gets the attention it deserves, both creatively and in terms of promotion.
You’re about to feature in Vogue Netherlands – what does that kind of recognition mean for you as an artist from South Africa based abroad?
I’m still finalising all the details with Vogue Netherlands, but when it all comes together, it will be a moment of immense pride for me. It’s been a dream and a personal goal of mine for quite some time, so reaching this milestone will be a major accomplishment.
With fans discovering you through ‘Mr Sandman’ and ‘Follow You’, what would you most like new listeners to know about you first?
I want people to know that no matter what challenges you face, your dreams are possible if you believe in yourself. Keep pushing, keep working hard, and don’t let anyone stand in your way. Be that girl, because you already are.
Finally, as you step into what’s shaping up to be your breakthrough year, what legacy do you hope to leave with your music?
I hope my music resonates with people for years to come. My goal is to create something timeless – I want to be iconic.
From sun-lit dance pop to soulful advocacy and branding mastery, Cindy-Louise continues to evolve on her own terms. As she readies her next single this July and marks milestones like Vogue Netherlands, her independent spirit and unwavering authenticity promise to carve out a legacy in global pop music. Stay tuned – Cindy-Louise’s brightest chapter is still unfolding.
