‘Going Mad’ - Behind ism’s DIY Album
Creating your debut album in your living room, scrapbooking your promo and recording songs in what used to be a sauna - the process ‘ism’ took for their debut album ‘Going Mad’ is pure DIY. It embodies everything they stand for: layers of artistic, experimental ideas brought together entirely on their own terms. So who are ism?
Led by vocalist and creator Tyra Tvedte Kristoffersen, the Brighton-based project formed in 2023 while studying at university. Their sound sits somewhere between alternative and melodic rock, with theatrical elements that extend far beyond the music itself and into their live performances.
“The concept is that we’re evolving, we’re changing, we are very conceptual, but then our concept is that there’s no concept at all. It’s almost, I’d say, like a project, which is like a musical project, but also just like an artistic project, which can be anything and everything. You can put ism at the end of a word and it will become something new.” Their fluid identity is reflected in their shows, which often take on distinct themes, from weddings to funerals, turning gigs into immersive, conceptual experiences. “We did a memorial when we released our first single... the name of the song was My Life Left Me for Another Woman.” It’s an approach that feels refreshingly different within the current music landscape, offering audiences something more than just a performance. “Entering the music industry these days is not the nicest thing in the world, so I was like, it would be fun to just announce our death already.”
Like many emerging artists, making a debut album as students meant working with very limited resources, but the band made it work. ‘Going Mad’ was released in March of this year built largely from a home set up. “We did a lot of the groundwork and the foundation of it in a living room that used to be a sauna in a student house where everything was wooden, and we were just crammed together.” With guitarist Matt Jones handling much of the production from his home setup, the band were able to build the album themselves, only paying for select studio time to pull everything together.
Rather than feeling restrictive, recording at home became part of the project’s identity. “We used to meet every Wednesday morning at nine, and we’d bring croissants and then have breakfast together and then plan and record. I think we had a really nice time doing it.” Of course, the process wasn’t without its challenges – though not in the ways you might expect. “It was kind of a struggle sometimes because we had to wait until everyone was gone and then we could record. On some of the vocals, you can sometimes hear that someone’s in the background cooking.”
What makes ‘Going Mad’ stand out most, however, is its approach to recording. Some of the tracks were recorded live, with only one or two takes before being added to the album. It’s a decision that gives the record a raw, immersive quality, bringing listeners closer to the band’s live sound and energy. “I think things are too polished these days in a way. There’s no crackle. There’s no sense of texture, in my opinion. That’s the opposite of what I want.”
The DIY approach doesn’t stop at the music, it runs through every part of ism’s identity. From collaborating with artists on single artwork to building mood boards around their live performances and stage costumes, the project exists just as much visually as it does sonically. It’s an approach many independent artists are beginning to adopt, taking on every element themselves, though it can come with its pressures.
“The good thing about being an independent artist is I get creative freedom; I can do things how I want.” “Right now it means doing everything myself, which feels kind of really overwhelming, I can’t lie.” Still, it allows ism to fully shape their sound and identity on their own terms. “I can have a break in the middle of a song that lasts for 20 seconds, and then people think the song’s ended, but it hasn’t - because I decided to.”
That same mindset extends beyond the band itself. Tyra co-runs Agenda Collective with Jessica Mcclatchey, a Brighton-based promotional platform focused on creating opportunities for emerging artists, particularly women and non-binary creatives who are underrepresented within the industry.
Each May, Brighton hosts The Great Escape festival, alongside its official counterpart, the Alternative Escape, taking over venues across the city. Running parallel to this, Agenda Collective are hosting their own event, Agenda Escape on 16th May. The line-up centers female, non-binary and LGBTQ+ artists, with all proceeds going to the Women for Women charity.
“We were thinking that it’s nice to be able to showcase the artists that might not necessarily be big enough, or have a platform to be booked for either The Great Escape or the official Alternative Escape.” “It could potentially give opportunities to a lot of young, new artists that we think deserve that recognition.” Hosted at Brighton’s Rossi Bar, the event aims to create an open, welcoming space where people can connect, discover new music, and be part of something accessible during one of the city’s busiest weekends.
But what’s next for ism? “We’re currently filming some music videos that might come out for the whole album. I’ve written so many new songs that I really want to turn into another album.” ‘Going Mad ‘feels like a refreshing release within today’s music landscape. It’s raw, textured, and entirely self-made. With their evolving vision and commitment to doing things their own way, ism are not only building their own world but creating space for others within it too.
