Cover Zee Avi
Zee Avi
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As the world leans into algorithms and virality, Zee Avi stands for authenticity. Here, the ‘Bitter Heart’ singer reflects on the true value of time and energy, her commitment to heartfelt creativity, and the advice every artist needs in today’s fast-paced industry
Starting her career at the age of 22, Zee Avi (Izyan Alirahman) reflects on how young she was when she entered the music industry—an industry in which she feels the creative aspect is the smaller consideration to success. “I learned that 70 per cent of this industry is business and only 30 per cent is creative.”
When Zee’s debut album—Zee Avi—was released in 2009, it received critical acclaim and commercial success in several countries in the region. Her breakout song Bitter Heart became widely popular, and her unique blend of folk, jazz, and indie sounds captured a global audience.
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Zee’s relationship with music today is spiritual and deeply personal, a contrast to the commercialised, numbers-driven world of today. Her call for more talent-driven music that touches the soul, rather than focusing on virality, resonates deeply in a time where content often feels commodified. Her advice to young musicians is to remain authentic and create from the heart, resisting the pressure to produce music solely for algorithms and social media trends. She shares her thoughtful and candid take on the industry in this Tatler exclusive.
What music have you been listening to recently?
I’ve been listening to a lot of classical music and composers, especially Henry Mancini, who did Breakfast at Tiffany’s. His work is amazing. I also love everything Karen Carpenter touched.
Is there something you wish you had known when you started in the music industry?
I learned that 70 per cent of this industry is business and only 30 per cent is creative. When I started, I was young, and we didn’t have easy access to information like we do now. I was only 22, so I didn’t know much about managing finances or even about the industry itself. Knowing as much as possible at the beginning would have helped.
What would you say has been your best investment, in terms of time, money, effort, or energy?
For me, time and energy are the greatest currencies. Money can always be earned back, but time and energy are invaluable. I’ve invested a lot in myself—self-care, reflection, and upskilling—to continue growing both as a person and an artist.
Does this mean a lot of self-care?
Yes, but it’s also about reflection. As an artist, you need self-awareness to understand your surroundings, meet different types of people, and broaden your perspective. This helps you create from a place of wisdom and experience.
In the last five years, what belief, behaviour, or habit has most improved your life?
I wish I could say I started going to the gym! But in reality, it’s practising gratitude. It’s not always easy, but it has had a profound impact on my life.
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What advice would you give to aspiring artists and musicians? And is there advice you’d consider bad?
Sing and create in the language you dream, think, and feel in. Ignore what you think the market wants and stay authentic to yourself.
We need more of that in music right now. Don’t focus on creating for numbers or algorithms; create from the heart.
If you had the power to develop the music industry, what would you focus on?
Talent. I’d want pure talent—the kind where you can close your eyes, listen, and feel something without worrying about how it will sell or go viral. My approach to music is unorthodox and spiritual, and I believe authenticity is essential.
What’s your view on originality in music?
The originality lies in your unique experiences. When you’re honest about your story, you can connect with people who may feel alone. For example, one of my early songs, Poppy, was very specific to my experience, yet it resonated with listeners globally who’d felt the same.
If you hadn’t become a musician, what do you think you would have done?
I get asked this a lot! I’d probably be in linguistics or something related to languages, which I love. Or I’d still be in the music field, but maybe not as a performer.
How many languages do you speak?
I speak English, Malay, Sarawak Malay (which I consider its own language), Mandarin, and I’m currently learning Japanese. I’ve also studied a bit of French, but if you don’t practice, it fades.
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If you had a slogan, what would it be?
“Kind is the new grind.” I should copyright that!
What’s an unusual or absurd thing you love about Malaysia?
Our humour—it’s very specific and spicy. You can’t translate it!
What was the last great Malaysian meal you had?
My mom’s home-cooked meals! She makes a fantastic Indomie goreng and a traditional Sarawakian dish called nasi aruk.
Above Nasi Aruk
Above Indomie goreng
Nasi Aruk
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This interview has been edited for clarity and length.
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Lynette loves travelling and dancing to Latin music almost as much as she enjoys period films and pastry desserts. She is constantly in search of the perfect nude lipstick and finds her best ideas through walks in nature.
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As the Editor-in-Chief of Tatler Malaysia, Lynette leads the content teams for print, digital and social media platforms of the brand. She has over 20 years experience in media, having been editorial director and editor-in-chief for lifestyle titles such as Cleo, ELLE, Esquire, Men’s Health, and Women’s Health.
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