Montreal – June 16, 2025 — VAYA VAYA, an independent artist known for integrating personal conviction with performance, is preparing to release her new track HELL’ YA on June 25. The project marks a continuation of her exploration of the relationship between spirituality, culture, and creative resistance. Framed not only as a musical release but also as an intentional engagement with contemporary artistic and ethical challenges, HELL’ YA reflects a multilayered effort to question prevailing narratives within the music industry and society at large.
The 10-track album is released under the direction of her newly launched creative umbrella, ELUSIVE THUGS, which serves as both a label and a collaborative platform. According to VAYA VAYA, the initiative is designed to prioritize integrity and long-form artistic development over short-term recognition or algorithm-driven output. Central to the ethos of HELL’ YA is the idea that music can act as a form of sacred activism—a space where personal belief and public expression can converge.
One of the conceptual anchors of the album is a reference to biblical episodes, particularly the moment when Jesus cast merchants out of the temple. VAYA VAYA cites this moment not to moralize but to question how sacred spaces—whether religious or artistic—can be overtaken by commercial interests. She views her creative process as one of spiritual obedience, not branding. “When I perform, create, write, play my guitar, sing, I am simply connecting to the source,” she states, indicating that her musical practice is inseparable from her personal discipline and ethical commitments.
The songs on HELL’ YA incorporate lyrical references that ask pointed questions about value and authenticity. In one track, she sings, “Would you have sold love for a few bills on the table?” — a line that calls into question compromises made in pursuit of commercial gain. Another lyric, “Cracking my words on your bones,” suggests a desire for the audience to experience art both physically and emotionally rather than passively consuming it.
In interviews and past performances, VAYA VAYA has expressed concern about what she terms the “fast food” approach to music—emphasizing rapid production and viral marketing over depth or longevity. She draws parallels to artists like Prince, whose later work criticized industry practices and the commodification of artists. Like Prince, she positions her work as part of a larger critique of systems that extract value from creativity without reciprocal investment in artists’ growth or autonomy.
Beyond the album, VAYA VAYA is preparing for a three-day live performance series at Toronto’s Tranzac Club, scheduled for September 18–20. These performances will be structured less as conventional concerts and more as staged rituals that blend music, spoken word, and symbolic gestures. Her team has confirmed that rehearsals for the series are already underway, with additional announcements expected in the coming weeks.
HELL’ YA emerges not simply as an artistic output but as a reflection of its creator’s effort to reconcile belief, critique, and cultural participation. Whether audiences agree with the framing or not, the project raises questions about the current conditions of artistic production and the place of conviction within it.
Links:
Instagram – https://www.instagram.com/vaya.vaya_am/
Website – https://vaya.am/
YouTube – https://www.youtube.com/@VAYA_AM12
HELL’ YA Teaser – https://www.youtube.com/watch?v=WTCpZIDeI3Y
