This chat was recorded for the ‘My 30 Minutes’ podcast. You can listen to it here.
Connect with Amy on Instagram here.
Amy, welcome to 'My 30 Minutes and thank you for having me in the home studio. This is where the Sheppard Magic happens.
It is. Right here. I mean, we've written a lot of songs in this house, including Geronimo and Let Me Down Easy. All of them, basically, were written right here.
It's pretty cool. And it's a surprisingly cosy little space.
It is. It's a little nook. It used to be a cinema room. We're in my mum's house. So, we've taken over. We were like, 'You don't watch movies in here. We're going to use it as a studio.' So yeah, we’re really lucky to have the space. It's really central in Brisbane and yeah, it's nice to have a space you can just come and be creative whenever you want any time of the night. Sorry, mum!
Yeah, that's cool. How often or how many hours a day would you spend in here?
We spend a lot of time in here. Every day, we come in about like mid-day or one o'clock and then we work up until seven or eight depending on what we've got to do. So, it's really not that hectic, but I've spent many hours in here over time.
I love that - the music kind of lifestyle where you start at mid-day or later.
No, there is no starting before midday. That's why I like it. When we're on a promo run, it is hell for us because we’re like, you know, early morning TV. We're just not equipped for that kind of life, Kendall.
As a band, you've set a huge task this year, and you're releasing a new song every month. So, artists typically will work on a full album. There'll be some really strategic plan around how you release it, why you release it at that time, and in what way you choose to do it. So, what you're doing really breaks the mould. What's been the process behind that as a band?
Look, we decided this year that we really wanted to knuckle-down and write the album that we wanted to write. And for that you need a lot of time and I think since we released Geronimo, our schedule has been hectic. It's just been like flying here, flying there, promo run and then so often the job isn't about the music. So, we kind of just wanted to focus. Before COVID happened, we wanted to focus on writing more music and releasing more music for our fans. So, that was our goal. And we're lucky, I guess, in the sense that COVID did happen and we were equipped and ready. We had a plan already. And yeah, we were just going to release, write and release as much music as we possibly could. So, that turned out really well. It has been quite challenging, because to write a song.. it doesn't happen that easily and we've had to put a lot of effort and time in but it's going well. We've got to, what are we September, and we’re going to get the September song done. We'll probably finish that one off today. And yeah, it's just nice to have a music every month and have each single have its time in the sun because the way that people consume music these days is just so fast paced and rapid that when you release an album, sadly people don't listen to every track and so many songs just get, I guess, not wasted, but just get overlooked. And it's nice to have every single song have their own personality and moment in the sun. So, no songs get left behind.
I love that moment in the sun and very true because you've got a whole month to listen to it, to enjoy it. And then the next one comes out, which is awesome.
Yeah, exactly. And there's not too much pressure because for so long we'd release a song and we'd be riding on that song to do really well. Whereas, now we're like, 'Oh, well, the next one's coming. So, no pressure.’
You're constantly looking ahead.
Right!
On the Sheppard website, it describes this music that you're making at the moment as the 'most anthemic, uplifting declaration of love we've ever written.' That's a huge call from a band that wrote Geronimo.
Hmm. Well, yeah, I don't know. It's just that we've had the chance to focus and write a whole album that we want to write. I think, when we wrote Geronimo, like that song, obviously is great. We love that song. But for the rest of the album, I don't think we got enough time and chance to really work on the songs that we wanted to release.
We weren't ready to have a song that big, I don't think.
But I mean, you can't choose timing of things. But we're really proud of this album. We've worked so hard, and it's exactly how we want it to sound. And I think, yeah, we're probably going to be the most proud of this album when it comes out.
It's interesting hearing you talk about the success of a song like Geronimo, because that went to number one, not just in Australia, but around the world in so many different countries. Do you want to sing a little bit of the chorus just to...
(Laughs)
(Sings) Geronimo...
(Laughs)
It's the kind of song that there wouldn't be too many people in our country that couldn't sing along to that chorus. It's so catchy. And I find it amazing that you are describing this new music as anthemic, but everything you write is a real anthem. It's catchy. And I feel like as a listener, you can grab a hold of anything you're putting together. What's the ambition when you sit down to write music?
We just write what feels good to us and we write what we want to hear.
And that just so happens to be that anthemic, really like crowd pleasing songs. I mean, we never set out to write a particular song and I think you can hear that when you listen to whole albums, rather than just singles. But it just so happens that people really gravitate towards those, you know, those big stadium-esque songs. So, Geronimo and Coming Home and Symphony, people love to hear that from us. And luckily, we love to write those songs.
You've been doing this for the better part of a decade, and you've written so many hit songs, but as artists, you do rely on touring to make money. And you mentioned COVID before. What sort of impact has that had on your ability to make a living, to have a livelihood?
Yeah, look, it's tough. And I can't imagine what some musicians are going through, you know, we are lucky because we are such, I guess, strong songwriters. And that's a huge chunk of our income comes from royalties, and also from having our songs being synced to ads and whatever else. So, we're really fortunate to have the publishing side of things. But yeah, we've missed out on hundreds of thousands of dollars this year in touring. My heart goes out to the other artists who really, really rely on touring. But I guess we've just had to like pivot a little bit and make sure that we're putting everything we can into the writing this year, and I think there's not much more you can do. You've just got to keep going and make it work.
I imagine the plus side is that your home a bit more and when Geronimo hit and it did so well, as you said earlier, it would have been a pretty tough slog, and you wouldn't have spent a lot of time at home. You would have been traveling a lot. So, has it been strange to be home so much?
It's actually been really nice. I've got to admit. I'm not, you know, I don't want to jinx myself because when you say something like, 'Oh, I love staying home', and then you'll never get a gig again. That's how I feel but it's been really nice just having that chance to be home and not have to hop on a plane. Because that is honestly one of my least favourite parts of the job is having to go to airports and wait and wait and wait. Hurry up and wait. That's our lives. So, it's been really nice just to not worry about all of that stuff, well the extra stuff that doesn't matter and just focus on the songs, which is what we set out to do in the beginning when we started this band. You know not to hop on planes, and that's part of the job, what can you do?
When we talk about your livelihoods? Are you able to make a living out of what you guys are still doing this year when you can't tour? You're big band and there's a lot of people, so it's a bit different to being a solo artist who's reaping the rewards of the music they're writing and making. You've got to spread that out between a whole lot of people.
Yeah, it's challenging. It's not going to be our best year but hopefully next year is going to be better and hopefully we'll have a massive hit from this album and it'll work out. But yeah, it's a tough year. It's always tough. I think some people might think that we're like just absolutely rolling in it and buying designer bags every day. But no, the reality is we're putting all of our investments back into the band and paying wages and making sure there's enough money in there to tour when we can tour and keeping the business afloat. So, I think any business owner can relate to that and how hard it is to keep your head above water, especially in a time like this. But we're going to be okay. We're going to get through. I don't know, we'll see, not our best year, but we'll be okay.
As independent artists, marketing and branding are really crucial. So, things like social media are so important for promoting your work and your partnerships. You said earlier that in the early days, you thought you're just making music, but it becomes so much bigger than that. It becomes a real machine and you've got to be doing so many other things to make it all come together to actually make money and get people to listen to your music. How do you feel about having a public profile?
Look, fame is a bit of a beast. I never set out to be famous!
If I could just write music and be successful, and run a business without having to be famous, I would definitely choose that option!
Not that we're the most famous people on earth, but when we had Geronimo, we did get to a level of international fame and it was so scary! Just the thought of losing your freedom, not being able to go down the street without someone stopping you. And my heart really went out to people like Justin Bieber and Ariana Grande, those mega famous people that can't go anywhere, it must be suffocating, not to be able to leave your house and just switch it off! I think if I was in that position, I'd be wearing disguises when I went out because it is suffocating. And nowhere in the world can they go without being stopped or recognised and yeah, it's scary. Plus all the trolls that come with being on public forefront and yeah, it can be a nasty place, but I've just got to be grateful for what we have been given and try not to complain or take anything too personally, which is hard at times. But yeah, it is funny all the things that you have to go through just to release music and be an artist.
Well speaking of your public profile, you had a breakthrough moment last year. You were editing a photo and you decided to post it without a filter at all. And that sparked your 'Kiss My Fat Ass' campaign. Can you tell me about that moment?
So, I think it was for a couple of years, like social media just wasn't really sitting right for me. I started posting photos next to each other - one with the filter one without. But I never went the full like, 'Here's cellulite’, because that was such a 'Dun-dun-dun!' My weight has always been something that I've been really, really self-conscious of. I grew up and I was an overweight child and I was bullied for that. So, that's something that I've struggled with my whole life and being, I've been bullied for being larger for my whole life, even up until now. Like, it's crazy that the weight that people put on how you look it's just so ridiculous. So anyway, I was a victim to those pressures and I found myself editing photos and posting photos that were like my best angles and I'd taken them a thousand times and I just got really sick of it. Sick of that front, sick of people praising others that were putting up a fake front. And on the day that I did post that photo, my boyfriend took the photo. I saw the photo and I hated it. So, I spent about five minutes airbrushing the back of my legs, and I was like, 'Ah, now I'm perfect. I can upload it.' And then I just got this pang of guilt because I was like, you know, the majority of my followers are young women and how could I post this photo and pretend that this was my body..
They're comparing their real bodies to my fake ass?
So, I posted a photo as it was and then it started a whole movement, which is insane. Like, it just goes to show I actually was shocked at how people reacted to that one photo. And #kissmyfatass started from that because women from all over the world were joining in and posting their 'Kiss My Fat Ass' photos.
It's incredible too, because social media is such a game where you're trying to post a photo that will get some traction and it can rely a lot on the algorithm and it's just a weird, weird place to hang out.
I know, isn't it?
But this particular photo, I mean, there is a lot of pressure to post stuff that's perfect in order to get traction and have followers. The photo that you thought was probably not going to do that got you more likes than any before?
I know, it's so funny. And it shocked me so much because it just goes to show how much a little bit of cellulite shocked people and, you know, got people talking and got people involved and it just goes to show the kind of climate we're living in. When it comes to body image.
I think people crave that level of honesty. So, it's very refreshing to see someone like you who has a public profile actually show, "I'm just like you, too.' And what I love about you, anyone that follows you would know, you work out like every single day. So, we're not talking about someone who neglects their body, or you know, you're doing all the right things to look after yourself, but we still have cellulite. You can go to the gym and still have cellulite.
The only time I've ever been able to fit into a size 8 is just by starving myself and I'm just not willing to do that!
I want to live my life. I want to take care of my body and part of taking care of your body is going to the gym and part of taking care of your body is eating the cake when you want to. So, finding that balance has been a lifelong struggle for me but since I released this Kiss My Fat Ass Movement, it's just been so healing for me and hopefully others. And yeah, I just feel like a new person because I can eat, you know, I can eat the cake and be fine and I can go to the gym and I'm not punishing my body. You know, celebrating what my body can do, and really getting involved in gym challenges and things like that. Make it fun, and it's no longer a punishment.
Able to embrace who you actually are, which is incredible. The campaign did gain instant traction, and that led to you writing a song by the same name. You then did an incredibly inspirational music video with a whole bunch of other women in it. You're now known for these really raw, unfiltered images on Instagram, and they're inspiring a whole generation of social media users. It's been over a year and a half since you kicked this off. So, it was January 2019 when you first posted that photo. Do you feel like you've lost any momentum for the campaign? I'm just curious whether sometimes you don't want to be the Kiss My Fat Ass girl or is it something you can see yourself doing for a long time to come?
I think I'll be doing it for a really long time because I still get messages to this day, of women saying, thank you, because of your posts, it gives me permission to go to the beach with my child and not feel judged. And that's what really keeps me going. So, until messages like that stop and I can really feel people getting tired of my fat ass then I'm going to continue because I feel like, one, it's authentically me and two, I feel like I'm helping other women just break through some of those body image barriers. But of course, I have to pepper it with a bit of Sheppard because that's part of me, too. So, I think I'm just going to be as raw and real as I possibly can be on social media.
You're preparing to celebrate a milestone birthday.
Dun-dun-dun!
You turn 30 this month, which is very exciting. I actually turn 30 a few days after you, so.
Really? When's your birthday?
The 30th of September. I'm 30 on the 30th.
What you've achieved in your career and at such a young age and being able to have this traction with this campaign and so many followers on social media. All that is very ground-breaking for someone who's not yet 30. Why do you think you're so successful?
Oh, thank you. I don't know, I don't really like look at myself as really successful and under 30. I just keep going and I keep pushing myself and I think that I have a really strong work ethic. You know, I'm not really good at that many things. I remember growing up, I used to get really upset because I wasn't the fastest at anything. I wasn't good at sports. I wasn't good at music even and it's all something that I've worked on. And I think that's my strongest asset..
I have a really strong work ethic and I put my heart and soul into everything that I do.
Do you think you're able to define success not just for yourself, but for other people? Like what would you say the definition for success might be?
I would say, it's if you're satisfied with your work ethic, and if you put in the hardest effort that you possibly can, or could have, and you're satisfied with that effort, that's all you can do.
You can’t determine success on money or fame or followers.
That's like the biggest mistake you can do. I think you can maybe compare. See, I'm even careful about saying you can compare yourself to yourself because I mean…
Comparison is the thief of joy.
That's a big trap as well. But I think, as long as you're happy and you're progressing.
The main measure of success is happiness.
I've spoken with your sister Emma, she's also a member of Sheppard. I asked why she thinks you've been so successful and been able to make such an impact. She said, 'Amy knows what she wants and has always had a clear vision. She's also such a strong woman and doesn't take any S-H-I-T from anyone.'
(Laughs) Wow, coming from Emma herself.
Where do you think you get that strength from? Do you consider yourself strong?
At times, at times, I do but it has been a long journey to get here to where I am. I think I've got a lot of growing yet to do.
I'm looking forward to turning 30 because I'm feeling more secure than I ever have in my life.
And I feel like I'm just coming into my peak. But I don't know where the peak is. I feel like it never, never ends. I'm just always striving. And I think that's all you can do is strive to be your best.
I've also spoken with your partner, Lachlan, who you've been with for six years. I asked him to describe you in three words, if he could only pick three, what would they be? And he said, 'generous, humble and fierce.'
Ooh! (Laughs)
I really love the word 'fierce' because it's a brilliant adjective, but it's completely in line with what Emma said that strength and fierceness. It also shows how much he supports you, your success and your strength rather than being intimidated by it. So, I particularly love the word 'fierce', but what I want to focus on is the word 'humble.' We have talked about fame and you are a music star. When you've got all of this influence and all of these attention, how do you find a way to stay humble throughout all that?
I think it's my family. I mean, it's nothing like a sister and brother to bring you right back down to earth when you get, you know, a big head. But yeah, definitely family and good friends, and just keeping your loved ones close. I think is really important. And fame, it's not a real thing. You know, you've got to remember that anytime you're falling anyway. It's not real, you know, everyone has issues and body image issues and self-conscious issues, whatever it is. Nobody's perfect and we're all just human. And I think I've never forgotten that. And also, I think, you know, growing up in PNG, it's a third world country and having seen what other people, you know, how the other half live is just really humbling. You know, that's when you can go to a third world country and you really see how people live. There's no experience like that to bring you back down to earth.
I'm sure a lot of people don't even realise you were born in PNG.
Yes.
In Port Moresby and grew up there.
Yeah, yeah, yeah.
When did you move to Australia?
I moved to Australia for boarding school. So, I think I was 12 and I went to an all-girls boarding school, which was a really life changing experience, crazy experience because I was so used to living with my family behind barbed wire, you know, really sheltered life. And then I came to an all-girls private school and I tell you what, I was in for another thing. But yeah, I think growing up in PNG has definitely shaped a lot of the person that I am today.
I also asked Emma to describe you in three words, and Emma did something that no one's ever done before. So typically, people pick three words. Emma's three words were a statement.
Oh. What is it?
It is, 'The ultimate influencer.'
Oh, it's nice.
When we talk about influencers often it is tide to that idea of social media, but it is possible to be influential even without a social media platform. Do you feel comfortable with influence?
I think I do now because it's authentic. Up until a year and a half ago, not so much because I was posting stuff that wasn't really authentic to me. So, but now, yes, I do. Yeah. But that's nice. That's a really nice statement.
So true. I imagine it must be very freeing for you to post stuff. And gosh, you must save a lot of time on not filtering things.
Yeah, I do. Look, like I still filter stuff because I like the colour aesthetic, but I don't use Facetune. I don't use, you know, I'm not always posting the best angles. And I think that is so freeing. It's a weight off your shoulders and you can just be yourself and no matter what anyone says, it doesn't matter because I like me and I like the way I look. And my boyfriend likes the way I look and he's very supportive, and nothing else really matters.
Lachlan also gave me a beautiful insight to you by saying, 'She genuinely has a burning desire to achieve and create change with what she does. She understands that not everyone will support her and she's fine with that.' And I love that concept as well because there's no element of you that's just going to bow to public pressure. Do you find you do get a lot of backlash or opposition in anything you do?
Oh, in everything I do! You can't please everyone, but if I let that stop me, I don't know where I'd be. I'd just be like sitting in my bedroom doing nothing. Yeah, when you do anything publicly, there's always going to be people on the opposite side saying you shouldn't be doing it. But I mean, I know that what I do comes from a good place, everything I do.
I think you can be humble and fierce at the same time.
You can be strong and shy as well, because I'm actually really shy, introverted person and I think you can't fall into this stereotypes of what it is to be a woman and you should like sit back and not have a strong opinion.
Yeah, sorry. Now I'm just rambling. (Laughs)
Such good points. I love that!
We mentioned that you're about to turn 30. You've obviously got a huge career ahead of you. But what does the future hold for Amy Sheppard? Obviously more music but is there anything else you'd still love to achieve? What can you see for yourself?
What can I see for myself? Look, I've got a few things up my sleeve that I'd love to share, but I can't yet but there's more coming, you guys. And I'm just going to continue being me and doing what I do authentically. And yeah, I would love to work out a little something more with 'Kiss My Fat Ass.' I'm not quite sure because there's a fine line between like giving a lot of yourself to the internet and not wanting to monetize it. And like giving the internet more. There's always people asking for more and more and more, but I'm not quite sure. I haven't worked out what I'm going to do with 'Kiss My Fat Ass' but I will continue sharing my photos. With the music, lots of new songs coming. I'd like to have a few more singles that I'm singing on because a lot of the songs that George you know, George on lead vocals. And it's funny because not a lot of, you know, on YouTube, there's a few comments like, 'Bring the boy back. I like George's voice more.' So, that kind of drives me to do it more. I'm like, 'Excuse me?' Yes, so a lot more Amy singles and a few things that I can't mention. But I will be announcing if you are following me.
We're desperate to know. We're going to have to stay tuned.
(Laughs) Sorry, I'm trying to dance around that without giving too much away.
Fair enough. You do have to keep some secrets. Something that's about to happen in Brisbane is the AFL Grand Final. It's due to happen.
What's the chitter-chatter about this?
There's been a bit of a chitter-chatter about Sheppard performing at the Grand Final. You guys aren't locked in.
We aren't locked in. But we've got our hand up.
Do you?
We do! We’re like, 'Please pick us.'
Confidently up.
We would love that opportunity. It's in Brisbane. It's at the Gabba, just around the corner from where I live. And yeah, but we haven't heard yet. But you know, we'll see. Maybe I'm sure they'll announce it soon, right? We've heard some talk, you know, but I don't know. It's really hard. This industry is always really last minute. It could be like, 'You’re going to New York tomorrow, pack your bags.' So, we probably won't find out until everybody else finds out, to be honest.
You'll find out when it hits the media.
Yeah, but our management knows. They've put us forward, so we'll see.
And a pretty amazing opportunity, because this kind of stuff, like to be in your hometown is just another silver-lining of COVID.
I know. I mean, we wrote a whole song about Brisbane, as well. So, I think we'd be a good candidate. Of course, we were like, 'Oh look, it's Powderfinger, we're going to have the gig, like wow, like we'll bow down to that.' We'd love this opportunity, honestly. And yeah, it'd just be nice to have some local Australian music out there because so often we lose out to those international acts. So, I think COVID is going to really like work in our favour when we can start doing a little bit, when the events start back, I think it's going to be a really good thing for Australian music.
What are you most looking forward to doing once COVID over or the borders are open or life is seemingly returning to normal?
I think I'll be ready to jump on a plane, soon. We really do miss that interaction with our fans because we do a lot of touring throughout the year and just being able to have your fans singing your song back to you and being able to meet them after the shows. It's just not the same as doing like an online, like we're doing a lot of lives. We do a live a week. It's not the same. It's not the same. So, we really want to get out there and meet our fans. I think we've made some new fans this year, as well. So, it'd be great to put on a show so we can show everyone what we've got.
Well, Amy, thank you for joining me for 'My 30 Minutes. I'll put all of your details in the show notes. So, if people want to follow Amy on Instagram, make sure you check out the Sheppard website. I'll have it there, so you'll be able to find it. Amy, keep making music. Keep spreading the body positivity word and we will be following you for the ride.
Thanks, Kendall.