Cami Bear marks her return with the unapologetically sharp single, matchacoldbrew, ushering listeners into a fearless new era defined by confidence and contradiction. Rejecting expectations to fully embrace intuition, Cami unpacks her fresh artistic philosophy, inviting us into a creatively liberated space that feels both vivid and deeply personal. Partnering with Atlas Lens Co., whose cinematic credentials include groundbreaking films like Everything Everywhere All at Onceand The Batman, she crafts an emotionally tactile universe steeped in glamour and grit. Through this conversation, Cami candidly discusses the tension between digital experimentation and human imperfection, the courage behind creative reinvention, and the importance of celebrating chaos as much as polish. With characteristic wit and honesty, she offers a look into her newest chapter, challenging her audience—and herself—to boldly claim their own contradictions.
Welcome to A&R Factory, Cami Bear—it’s a pleasure to have you with us as you usher in a bold new chapter with matchacoldbrew. The single signals a new era for you creatively—what sparked the shift, and how did you approach reintroducing yourself on your own terms?
This shift came from finally giving myself permission to create without overthinking. I used to mold myself to expectations—whether industry, aesthetic, or sound—but matchacoldbrew is me trusting my instincts. It’s playful, sassy, and layered, like me. I wanted to reintroduce myself with something that felt effortless yet intentional, letting the music and visuals speak before I did.
Reinvention can be a powerful tool, but it also comes with risk—how do you navigate shedding past versions of yourself while staying rooted in your artistic instincts?
I don’t see reinvention as abandoning past versions of myself—it’s more like evolving them. Every chapter of Cami Bear thus far has been real to where I was at that time. I let my instincts guide what stays and what gets left behind. The key is staying honest. If a sound, a look, or an idea doesn’t feel real to me anymore, I don’t force it.
The collaboration with Atlas Lens Co. adds cinematic weight to your vision—can you walk us through how that partnership formed and what it meant to have their backing for your latest video?
The collaboration happened organically, Atlas Lens Co. teamed up with talented director and editor Max Lin to carry out this submission-based initiative called “MONTH2MONTH” where they hand-picked brands and artists to sponsor a video for and spotlight monthly. I submitted a pitch earlier this year and Max replied the next day, the rest was history. Having their lenses shape this video gave it a timeless quality. It means everything to know that a company of such high calibre, behind some of the most powerful films today (Anora, Everything Everywhere all at Once, The Batman) and ever is now part of my story too. I’m so grateful to their whole team and everyone involved. I’m still wrapping my head around it.
You’ve mentioned your commitment to building worlds for your fans—what emotional and visual cues were non-negotiable when constructing the universe of Matcha Cold Brew?
It had to feel tactile like you could step into it. I wanted viewers and listeners to relive that night and that morning with me. Channeling something so oddly specific through art is challenging but we stuck to our gut and opted for the details that bring you to that place, no matter how niche. Cinematic lighting and movement were non-negotiables. In terms of visuals, we wanted it to transport you to the darkest places of the morning after while still keeping it fabulous, this goes for styling as well. Emotionally, I wanted a balance of dreaminess and sass—something surreal yet unapologetically me. I played with contrast a lot: soft moments with sharp edges, fantasy with reality. It’s all about duality for me.
You often speak about embracing contradictions—how do those themes of chaos and polish, glamour and grit, surface in both the sonic and visual elements of this release?
High contrast is my thing, we really wanted to make it pop here. To put it in the most simple terms this whole song is about embracing the good in the bad. I took my Sunday Scaries spin on that. I asked my creative team: How do we make the ugly look and feel glamorous? How do we make lyrics about bad times feel cute? Listen to the song today and watch the video on April 18th, I think we did a great job at answering those questions.
You push boundaries not just musically but conceptually—how does technology inform the emotional layers of your sound, and where do you draw the line between digital precision and human vulnerability?
I’ve always said that a huge part of my mission as a creative is to bridge the gap between technology and emotions. I play with technology a lot. Technology allows me to explore textures and moods I haven’t quite found the words for. But no matter how much I experiment, I always leave room for imperfection. That’s where the human side comes in. I’m drawn to first takes, breaths between words, things that feel alive, and visuals that don’t feel conventionally perfect.
With reinvention at the heart of this project, how has your relationship with your audience evolved—and what do you hope they take away from this version of Cami Bear?
I think my audience is growing with me. They’re seeing me take creative risks, and hopefully, that’s making space for them to do the same in their own lives. I want them to take away the idea that reinvention isn’t about fixing yourself—it’s about uncovering who you’ve been all along. That means embracing your mistakes, your boldness, your messiness—every unpolished and chaotic part of yourself. I want them to feel unapologetically them and to take up space without second-guessing it. And honestly, I just think it’s hilarious that I’m conveying all of this through the time I walked home from a one-night stand. I love art!
As this chapter begins, what’s keeping you energised behind the scenes—are there any habits, collaborators or creative rituals fuelling this current momentum?
Collaboration keeps me inspired. I’ve been working with people who challenge me in the best ways, pushing me outside my comfort zone. Also, daily rituals—matcha in the morning (of course), working out, and spending time offline. Protecting my energy is key to keeping this momentum going.
Stream Cami Bear on Spotify.
Interview by Amelia Vandergast