The indescribable star fought for control over her career and won. With an acclaimed album and headlining tour under her belt, she's inspiring independence in others.It's not easy to describe <keyword id="12736927" type="UNKNOWN" weightage="60" keywordseo="tinashe" source="Orion">Tinashe</keyword>. The 28-year-old has lived so many lives — <a href="https://www.imdb.com/name/nm0434186/">child actor</a>, <a href="https://www.youtube.com/watch?v=3IUGsBJAgKs">girl-group frontwoman</a>, <a href="https://www.hotnewhiphop.com/tinashe-reverie-mixtape.63164.html">rising R&amp;B singer</a>, <a href="https://www.stereogum.com/1671509/tinashe-2-on-feat-schoolboy-q-video/news/">breakout pop star</a>, the disembodied voice rattling around in your brain, <a href="https://www.youtube.com/watch?v=I3mrYxPLSH4">singing</a>, "All my friends are wasted" — that no title or label ever feels quite right.Indeed, only one descriptor comes to mind as genuinely true: Tinashe is free.This comes across in conversation without needing to use the word, though she does happily and often. During an <keyword id="11905869" type="UNKNOWN" weightage="60" keywordseo="interview" source="Orion">interview</keyword> with Insider, <a href="https://www.youtube.com/watch?v=n7OAhzJq208">the self-proclaimed "slim baddie"</a> spoke of straddling genres, enjoying creative control as a newly independent artist, and living without limits. She's not even convinced she can't jump between alternate realities. "I was just thinking that the other day," she told me, laughing, "because some stuff was going on that I never, ever, ever saw coming in my personal life, and I was like, 'When did I shift timelines?'"But Tinashe's freedom is most palpable when she assumes her rightful place in front of a crowd.When she took the stage at New York City's Terminal 5 in late September, swathed in a silver ensemble fit for a high-fashion reboot of <a href="https://www.youtube.com/watch?v=6OnAM446lRA">"Zenon,"</a> the room's gravity shifted. Singing her own songs, surrounded by a set of her own design, Tinashe became seemingly weightless. "I'm just so happy to finally be back in the same space with my fans and have their energy around me," she said.As she envisioned the "333" tour, which will <a href="https://www.axs.com/events/415170/tinashe-2nd-show-tickets">return to Los Angeles on December 30</a> for a special year-end performance, Tinashe similarly hoped to "create different worlds."The multilevel set mixes industrial scaffolding with leafy decor, coaxing the audience to detach from a traditional, terrestrial mindset."Some of the songs I perform in the boxes are a little bit more nuanced. They're sexier, they're darker," she explained, referring to the rectangular structures built on her stage. "Whereas when I'm on top of the box, those are a lot of the songs that are more hopeful, more energized, more excited."And then when I'm in the middle platform," she added proudly, "that's my main universe."<div type="image" title="tinashe terminal 5 concert" height="2000" width="3000" msid="88282269" hostid="261"></div><hr />This fall was Tinashe's first time touring independently. She released her first album as an independent artist, "Songs for You," just a few months before <a href="https://www.businessinsider.com/who-declares-coronavirus-pandemic-covid19-2020-3">the novel coronavirus was declared a global pandemic</a>.When she was forced to cancel her original tour plans and self-isolate, she dived back into <keyword id="11898471" type="UNKNOWN" weightage="60" keywordseo="music" source="Orion">music</keyword> and became "hyper-focused" on her new project."I was like, 'OK, I think the best way that I can pivot this is to just create a new body of work that when the world opens up again I can be excited about that and have a fresh energy to perform,'" she said."I didn't want to make music that felt the way I was feeling, which was nervous for the future, lethargic, just mopey sitting in the house," she continued. "I wanted to create something that felt the opposite of that and inspired me, and then hopefully it would inspire others." Self-isolation bred Tinashe's latest project, "333," which she named after the idea that repeating <a href="https://www.cosmopolitan.com/lifestyle/a37079416/angel-numbers-numerology/">angel numbers</a> provide divine protection and purpose.On the opening track "Let Go," appropriately named after Tinashe's current mantra, she introduces her album with a line that she spends the next 47 minutes disproving: "Waiting on somebody else to save me."The sentiment stands in stark contrast to the self-sufficiency Tinashe exhibits elsewhere in her music and that she radiates in real life."Within the course of the album, you see moments where I feel liberated. Then sometimes we backtrack, which is a big part of life as well — the cycles that we go through and how we're able to come out of each of those with a little bit more perspective," she said.<hr />Tuning in to Tinashe's story now, it might be difficult to believe she's ever lost her grit. But as the "Bouncin" songwriter explained, she's had to overcome many obstacles on the path to her divine purpose — and several that might feel awfully familiar to pop-music fans.Tinashe, born Tinashe Jorgensen Kachingwe, grew up in Kentucky idolizing Britney Spears and Janet Jackson. She moved to Los Angeles as a child and landed a few gigs in Hollywood, including a motion-capture role for "The Polar Express" and a recurring part in the CBS series "Two and a Half Men," but she dreamed of following in the musical footsteps of her favorite women."Growing up, I noticed how the public has painted those women — incredible, talented women who have both had to face some type of scrutiny at different points in their career," she said, calling their ongoing resilience "inspiring." "I definitely feel like that still happens to me and to other female artists," she continued. "But I could even say that now, since the beginning of my career, people treat me differently. People talk to me differently in interviews. That's encouraging."<iframe width="560" height="315" src="https://www.youtube.com/embed/8gueFdP9WI4" frameborder="0"></iframe>The stories of Spears and Jackson have been rehashed in recent years, freshly painted as miscarriages of justice rather than self-wrought downfalls.While Spears <a href="https://www.insider.com/britney-spears-officially-freed-from-conservatorship-2021-11">recently emerged</a> from <a href="https://www.insider.com/britney-spears-conservatorship-unraveling-timeline-testimony-2021-7">a lengthy legal battle to regain her autonomy</a>, which was stripped in 2008 after a series of public mental-health struggles, Jackson was <a href="https://www.insider.com/adam-levine-nipples-super-bowl-halftime-show-janet-jackson-criticized-2019-2">ostracized</a> after Justin Timberlake tore off a piece of her costume at the 2004 Super Bowl halftime show, briefly exposing her nipple onstage. Both women were subjected to harsh, unrelenting media coverage and <a href="https://www.huffpost.com/entry/les-moonves-janet-jackson-career_n_5b919b8ce4b0511db3e0a269">ire from influential men in the industry</a>.For her part, Tinashe alluded to similar struggles for control. She signed to RCA Records in 2012 after releasing two critically acclaimed mixtapes but quickly became disenchanted with her contract's "psychologically limiting" expectations.The messaging was, she explained, "I'm an R&amp;B artist. I have to make music that my fans are going to expect to sound like this, or vice versa. I'm pop now so I can't make music that's too urban or quote-unquote R&amp;B." She felt pressure to make music that was "trendy," asking, "What do I think my label is going to get behind and push?""I was made to feel like I had to choose that I couldn't be who I am, which I do think is somewhere in the middle of genres," she said.Tinashe <a href="https://www.rollingstone.com/music/music-news/tinashe-no-longer-signed-rca-795297/">severed ties with RCA in 2019</a>. Now she hears stories of younger artists using her as inspiration and taking control of their careers from the jump."Not taking any of those pressures into consideration has led me down a much more instinctual creative path, and it's been very liberating," she said. "Those blockages are not issues anymore."<div type="image" title="tinashe 333 press photo" height="3000" width="2000" msid="88282272" hostid="261"></div><hr />Although Tinashe began making "333" with no expectations, she said the essential themes of self-discovery and empowerment were "somewhere inside from the beginning." She described the creative process as an "excavation."Listening to the album feels like traversing new terrain, and you're not sure whether it's a simulation, foreign planet, or glitchy version of Oz. ("Let Go" interpolates the melody from "Soon As I Get Home," performed by Diana Ross for "The Wiz," a remake of the classic 1939 musical.)The cover art is similarly surreal, showing Tinashe in a natural setting, posing in the center of what she called a "postapocalyptic brutalist structure" — as though proving that she can ground herself anywhere."Having that juxtaposition is important," Tinashe said. "A lot of the themes for the project and the videos were about where spirituality and tech meet and what that means for people moving forward."Though she may not necessarily "subscribe" to theories of simulated realities or alternate universes, Tinashe said she isn't afraid to keep her options open.Common assumptions and systems don't intimidate her. Perhaps that's precisely what gave her the strength to imagine and execute a better career for herself.In that sense, the bold claim of "I Can See the Future" — the final song Tinashe added to the track list, her self-described "missing puzzle piece, if you will" — doesn't seem very outlandish at all.

Tinashe can see the future, and she's bringing us with her

We were in a taxi headed to Grand Central Terminal, the perfect place for a rainy-day photo shoot in New York City, when <keyword id="9222114" type="UNKNOWN" weightage="60" keywordseo="rei-ami">REI AMI</keyword> had a sudden jolt of pop-star panic: "What if there are creepy fans there? What do you even do with creepy fans?"That may seem odd coming from an artist with 2 million monthly listeners on Spotify and a cosign from <a href="https://www.insider.com/category/billie-eilish">Billie Eilish</a>.But REI AMI's viral breakout single, <a href="https://www.youtube.com/watch?v=wtZskz4zo24">"Snowcone,"</a> was released mere months before the pandemic forced everyone inside. She built the majority of her fanbase in a virtual world, and said she'd only met one fan in real life. (Now, she's met at least two: A fan did approach her at the train station, and their mutual awe was precious to behold.)A member of her creative team reassured us that anyone with a creepy vibe would be swiftly handled.She also told us about another musician she works with, who was recently greeted at the airport by fans holding posters of his face, edited to look like the sun baby from "Teletubbies.""Honestly?" REI AMI paused, smirking slightly. "I would love that."<div type="image" title="REI AMI exclusive photo 1" height="2008" width="2677" msid="84064361" hostid="261"></div><hr />One year ago, <a href="https://www.insider.com/rei-ami-interview-runaway-dictator-snowcone-make-it-mine-2020-5">when REI AMI and I were introduced over Zoom</a>, she was holed up in her parents' basement. The laptop for her corporate nine-to-five was propped open inches away. Her off-the-clock hours were filled, as she described ruefully, with "drinking alone" and "recording s---, God, just always alone."This time around, the 26-year-old greeted me with a warm hug, jumping up from a crowded table that also held her publicist, her label's indie marketer, and her producer-turned-boyfriend, <a href="https://www.instagram.com/chrstianblue/">Christian Blue</a>. Wearing just a white tank top and blue jeans, she still managed to vibrate with that intangible kind of star quality."This is tofu. This is sesame. This is Kimchi," she began excitedly, shocked to learn I'd never had Korean barbecue. "We can get a bottle of soju! No, wait, we probably shouldn't. I want to show you a good time. But this is a busy day."It's hard to imagine any day soon that won't be busy for REI AMI. In the months since our first meeting, the rapidly rising star quit her day job, moved to Los Angeles, <a href="https://www.billboard.com/articles/business/record-labels/9453564/alt-pop-artist-rei-ami-signs-with-visionary-records-exclusive">signed with Visionary Records</a>, walked in Rihanna's <a href="https://www.instagram.com/p/CF0Cl7-j2X4/">Savage x Fenty show</a>, dropped five singles, and finished recording her first full-length project. The cocoon-to-butterfly metaphor writes itself."It's true, I've been working hard. I've been feeding these motherf---ers! My babies, my Reibies," she said, referencing her fans' moniker. "They were getting so full, they were like, 'OK, where's the mixtape? Entrée time. We're sick of the appetizers.'"On Friday, the "Reibies" were finally sated. REI AMI's debut mixtape, <a href="https://open.spotify.com/album/7D2GIBF8kzc2WDouhqoRa4?si=M1IZjOwoRZysXzCHI46xlQ&amp;dl_branch=1ch=1">"Foil,"</a> is a 10-song joyride through her restless and fascinating brain.<div type="image" title="REI AMI exclusive photo 7" height="3000" width="2250" msid="84064363" hostid="261"></div> <div type="image" title="REI AMI exclusive photo foil 2" height="3000" width="2400" msid="84064365" hostid="261"></div>The Seoul-born, Maryland-raised artist has made contrast her calling card. Born Sarah Yeeun Lee, her stage name combines the energies of two "Sailor Moon" characters: the in-your-face Rei Hino, aka Sailor Mars, and sensitive Ami Mizuno, aka Sailor Mercury."Foil" builds upon that dynamic. The title refers to a type of literary character that clashes with the protagonist, so as to illuminate the latter's true nature. REI is a foil for AMI, and vice versa. The tracklist darts back and forth between misty soul-searching, mosh-worthy guitar licks, glossy pop hooks, and brash trap beats - sometimes even switching gears halfway through a song. It's jarring by design, as if REI AMI is daring you to make assumptions so she can laugh when you're wrong."It's chaotic, but that's me," she agreed. "I didn't want to put pressure on myself to come up with something that's super cohesive and put-together and perfect, because that's not how I feel. I have a lot of pent-up frustration, and I have a lot of s--- to say.""I want to shock people," she continued. "I wanna train my Reibies to never expect anything specific. But I will never feed them something that is not nutritious. Call CPS, try me, I swear to God."<blockquote class="pullquote-wrapper"><q class="pullquote-quotation">If Suki from 'Fast and Furious' and Ricky Bobby had a love child, that would be me.</q></blockquote>The first voice you hear on "Foil" is the artist's own, though it might not be immediately apparent. On the 33-second intro track, <a href="https://www.youtube.com/watch?v=IlpXKowMbNw">"Reivelations,"</a> REI AMI imitates her mother scolding her for falling asleep in church. "Sarah, Sarah, wake up," she hisses in Korean.A few seconds later, you hear the voice of a fake pastor - convincingly impassioned, but doling out some unholy advice."On chapter nine of the Book of Reivelations, here says, 'Thou may be a dumb b----, but you are not a weak b----,'" he proclaims.In reality, that voice belongs to Blue. They were playing with those airy piano chords when REI AMI asked him to improvise a church sermon. (He took the assignment "so seriously," she said, he ended up freestyling in character for 45 minutes.)"My religious upbringing, that side of me, I think it was definitely the main contributing factor to who I am as an artist," she explained. "It's weird. Because it's the one thing I tried to run so far away from. But I thought it was important to add that personal touch so that I could set the scene: This is the reason why I'm a crazy b----. Here you go.""It's that constant battle I had with religion growing up, not understanding it, not believing in it, but being forced to partake in it," she continued. "It fueled a rebellious spirit."<div type="image" title="REI AMI exclusive photo 2" height="3000" width="2143" msid="84064368" hostid="261"></div>The "trauma and pain" of a strict Christian childhood took a toll on the singer's relationship with her parents. REI AMI has mended that relationship now, and they're supportive of her career, but not the "content" of her songs. They still haven't heard any of her mixtape, and she hasn't asked."My parents have worked very hard to prove to me that they do want to repair our relationship. That's all I can ask for," she said.In fact, she said their reconciliation gave her "so much hope," a sense of clarity about how she deserves to be treated. "Like, if you really care, you'll show up."This newfound optimism came in handy when she started falling for Blue, whom she met last year through a mutual friend. She was initially worried about mixing business and pleasure - until the first song they worked on together, <a href="https://www.youtube.com/watch?v=qdBM1wspq4A">"Saturn Emoji,"</a> quickly became a love letter."I was obviously writing about this guy," she said, gesturing to Blue with faux exasperation. "It just came out. I didn't even have to try.""That song just strikes the heart chord," Blue added. "And that's what makes me fall in love with her."<div type="image" title="REI AMI exclusive photo 3" height="3000" width="2143" msid="84064370" hostid="261"></div> <div type="image" title="REI AMI exclusive photo 4" height="3000" width="2143" msid="84064372" hostid="261"></div>She never actually utters the titular phrase in the song, but decided to name it "Saturn Emoji" because it was a symbol for their budding romance."I would always send that emoji to him. In my head, it belonged to him," she explained. "And also, it's such a cute-ass name. Like, who isn't gonna click on that?"REI AMI wrote the self-titled fifth track purely so fans would chant her own name."I have an obsession with cults," she half-joked, leaning dramatically toward the audio recorder. "Worship me, please! Give me attention!"This is a common songwriting strategy she employs: Start with an intriguing "buzzword" or character and construct a world around it. In the case of "REI AMI," it was her own public persona. The visuals for <a href="https://www.youtube.com/watch?v=Xz-YPi-yFwk" target="_blank" rel="noopener noreferrer">"F.R.A."</a> were inspired by Lindsay Lohan's Lola from "Confessions of a Teenage Drama Queen."The most obvious example is the irresistible single "Ricky Bobby," which shares its name with Will Ferrell's lovable schmuck from "Talladega Nights."<iframe width="560" height="315" src="https://www.youtube.com/embed/jAA4yRmlpJQ" frameborder="0"></iframe>For the <keyword id="6354530" type="CITY" weightage="60" keywordseo="music">music</keyword> video, REI AMI gave her stylist a singular, vivid directive: "If Suki from 'Fast and Furious' and Ricky Bobby had a love child, that would be me.""That song is all s--- talk, braggadocios. It's about confidence, being self-assured, going after what you want, and winning," she explained."But in the movie, Ricky Bobby gets checked. Life checks him: 'You aren't No. 1 and you treat people like s---.' He goes downhill in order to grow," she continued. "So that's why it's followed by 'Damn.,' which is a super 'AMI' song and super reflective."REI AMI wrote <a href="https://www.youtube.com/watch?v=ZhHCikPn2Y8">"Damn."</a> in just one hour and recorded the vocals while wrapped in a blanket fort. The tender takedown of an egocentric ex is rivaled only by <a href="https://www.youtube.com/watch?v=ZxuKljz3n_A">"Do It Right,"</a> the mixtape's final track, as her most intimate song to date. They're both her personal favorites.<iframe width="560" height="315" src="https://www.youtube.com/embed/ZxuKljz3n_A" frameborder="0"></iframe>REI is "all talk," she admitted. AMI's unflinching openness is actually "scarier," more precious."Upbeat songs, high-tempo songs are great. Shake your ass, have fun. But at the end of the day, there's something about songs that are emotional and vulnerable that live in you, under your skin," she said. "I want to have that effect. Like, I hyped you the f--- up, now sit and reflect."

I spent the day with REI AMI, who just dropped her debut mixtape and is ready to be worshipped

<ul class="summary-list"><li>We launched the <keyword id="9131107" type="UNKNOWN" weightage="60" keywordseo="stay-insider-sessions">Stay Insider Sessions</keyword> to connect with artists while the world practices social distancing.</li><li>Next up, <keyword id="9222114" type="UNKNOWN" weightage="60" keywordseo="rei-ami">REI AMI</keyword> opens up about juggling her nine-to-five job and burgeoning <keyword id="6354530" type="CITY" weightage="60" keywordseo="music">music</keyword> career, dubbing herself "the Asian Hannah Montana."</li><li>She also discusses growing up in a religious household, getting diagnosed with depression, and how these experiences inform her songwriting.</li><li>"Music really has been the best form of therapy for me," she says. "The diagnosis came around the same time I first started making music, officially. So it was just kind of full f---ing circle. I feel like, sometimes you have to hit rock bottom to kind of blast off."</li><li>After the release of striking alt-pop singles like "Snowcone" and "Dictator," REI AMI is planning to release her debut EP later this year.</li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit Insider's homepage for more stories</a>.</li></ul>Insider launched the <a href="https://www.insider.com/category/stay-insider-sessions">Stay Insider Sessions</a> to connect with musicians while they, like many of us, are grappling with isolation and unprecedented downtime. Next up: REI AMI."B----, I'm on the clock!" REI AMI exclaims when I ask if she's still holding down her nine-to-five, picking up her work laptop for me to see. "I'm literally the Asian Hannah Montana."She's not kidding. While the rest of the world knows her as one of the most exciting new stars in the alt-pop music sphere, largely thanks to her breakout hit "Snowcone" and millions upon millions of streams, coworkers at her packaging company had no idea about her burgeoning second career. That is, until a fan outed her at a Dallas business conference earlier this year, when she offhandedly shared a photo of an auditorium on her Instagram story."My fans knew I was in Texas, but what are the chances of them exactly knowing where I am?" she explains, her eyes growing wide."So Wednesday morning, I go into the auditorium and two-thirds of the company's there already. They're all looking at me and I'm smiling and I'm just like, 'Okay, everyone's in a good mood. Whatever. I have my AirPods in. I got my tea and coffee, I'm chilling.' But as I'm trying to find my seat, you know when you can feel people's eyes just following you? I feel that 110%."<blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~540;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><a href="https://www.instagram.com/p/B8128IhjEOV" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by REI AMI #REIPOP (@rei.ami)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2020-02-21T19:59:43+00:00">Feb 21, 2020 at 11:59am PST</time></div></blockquote>Eventually, one coworker began to pepper her with questions about being "famous," and when REI AMI tried to brush it off, she told her, "Your fan came," followed by, "They follow you on Spotify."Turns out, the fan worked upstairs in the same building. He had rushed to the auditorium, found her coworkers, asked them, "Is REI AMI here?" and proceeded to show them her Instagram account."The f---ing director of marketing, he's like, furiously Googling 'Snowcone,' watching 'Snowcone.' My project manager is blasting the song, like, 'This is Sarah!'" (Funnily enough, she actually recorded the song's original demo in the bathroom at her office.)"For the following week, when we were all back in Maryland, my project managers and coworkers were all just sending me Hannah Montana memes and GIFS on our team's chat," she laughs.I add: "If you were wearing a blonde wig in any of your music videos, that would have been it.""Oh my god, I should do a Hannah Montana theme, a music video," she gasps. "That'd be hilarious. In an office, too."<div type="image" title="rei ami zoom interview" height="504" width="1052" msid="75739724" hostid="261"></div>REI AMI brings this level of animation and humor to every story she tells, whether it's a throwaway anecdote or in-depth memory from her childhood.She flits between topics with disarming speed and sincerity, offering credos on everything from <a href="https://www.insider.com/category/studio-ghibli">Studio Ghibli</a> ("I personally think it's better than Pixar") to her dream collaborator, <a href="https://www.insider.com/category/rihanna">Rihanna</a> ("She has done more for me and my mental health than any f---ing therapist"), and <a href="https://www.insider.com/category/kanye-west">Kanye West's</a> astrological chart ("He's such a stereotypical Gemini, it gives us a bad rep"). "I feel like I'm very much a Gemini, except that air signs are known for not being in tune with their emotions and not being open and avoiding commitment," she says pensively. "I am very open and honest about my emotions, and I am more of a relationship-type person.""I crave commitment. I enjoy solid relationships more than hookup culture or s--- like that. I want a boo. Like, who doesn't want a boo?"It's a far cry from the take-no-prisoners persona she's displayed in her <a href="https://www.youtube.com/watch?v=dhjiRQPJhgQ">fiery, blood-red music videos</a> and pseudo-rap verses that <a href="https://genius.com/Rei-ami-dictator-lyrics">name-drop sadistic assassins</a>.But it's exactly this unsettled, in-between space where REI AMI thrives as an artist. Many of her songs begin harsh, then transition suddenly to a slower, more vulnerable tone, like she's shedding armor halfway through — or climbing into a cab after a night of curving guys at the club and immediately bursting into tears.<iframe width="560" height="315" src="https://www.youtube.com/embed/wtZskz4zo24" frameborder="0"></iframe>Indeed, her stage name was inspired by that very duality. Both pieces come from "Sailor Moon" characters: Rei Hino, aka Sailor Mars, is passionate, moody, and assertive; Ami Mizuno, aka Sailor Mercury, is still capable of holding her own, but tends to be more sensitive and reserved."<a href="https://www.youtube.com/watch?v=2lDJn7nrXIg">'Runaway'</a> is straight-up REI," she explains, referring to her most recent single. "I do have AMI songs — straight sad-girl, vulnerable songs — where I talk about my feelings and how I'm not feeling OK, which I'm not personally ready to release yet.""I also have unreleased songs where the lyrics maybe very like, let's say AMI, but the production and the delivery is very REI," she continues."No matter what, I love the concept of contrast and duality. I've always been obsessed with that. And so I really like to deliberately apply that to my music, whether it is those distinct transitions, or the production might be really happy, but I could be talking about f---ing going on a f---ing massacre."<h2>REI AMI, who was diagnosed with depression in college, describes making music as 'the best form of therapy'</h2>REI AMI's family moved from South Korea to Maryland when she was 6 years old. She and her older sister were raised in a strict Christian household, where she says creative expression was generally "frowned upon."She was diagnosed with <a href="https://www.insider.com/category/depression">depression</a> during her freshman year of college, but began to deal with its effects during high school."Growing up in a religious household, I feel like it contributed heavily to my mental illness," she tells me. "Because with Christianity, it's like, 'If you don't do this, you're going to f---ing burn in hell for eternity, and if you do this, God hates you and you're not s---.' Nothing is ever good enough.""And so when you are constantly told that, it takes a toll on your self-esteem and your perception of yourself and your self-worth," she continues. "And certainly, now it's internalized. So even at college, when I was away from home, I was like, 'I'm still f---ing depressed. I have this freedom that I've wanted for so long, but I'm still so completely, utterly confused and upset and can't get out of bed.'"<div type="image" title="rei ami purple:red.JPG" height="1080" width="810" msid="75739727" hostid="261"></div>So REI AMI visited a therapist and a psychiatrist without her parents' knowledge. She was prescribed antidepressants, but found relief in just having an explanation for her struggles."Music really has been the best form of therapy for me," she tells me. "I think that's why I was just always drawn to it so much, because of how it comforted me. And also, the diagnosis came around the same time I first started making music, officially. So it was just kind of full f---ing circle.""It was like, 'S---, this is a serious thing you have to deal with now. But now you have these opportunities to make music and vent and heal in some kind of way,'" she continues."And so it was just really perfect timing — even though it sounds crazy to say that, 'Oh me being diagnosed with a mental illness was perfect timing,' but it really was. I feel like, sometimes you have to hit rock bottom to kind of blast off."Now, at 24 years old, REI AMI says her parents have given her the space to express herself and grown to support her career choice."They do not support the content, which is fair," she adds. "I'm so grateful. I mean, obviously they hate all the songs. I'm cursing and I'm talking about, like, sugar daddies. Thank God it's all in English, and they don't really understand most of it."<h2>Songs like 'Dictator' showcase REI AMI's sharp wit and knack for lyricism</h2>When REI AMI began making music with producer <a href="https://genius.com/artists/Elie-rizk">Elie Rizk</a> in college, something clicked.The pair's very first single together, "Make It Mine," was written and produced on a whim <a href="https://www.onestowatch.com/blog/rei-ami-interview">when REI AMI went to Rizk's studio and got drunk</a>. They shot the music video the same night.<iframe width="560" height="315" src="https://www.youtube.com/embed/JwqtYP0YY0w" frameborder="0"></iframe>"I'm just so proud of the hook on that song," she tells me, beaming. "Because it's like, 'cross your heart, hope to die.' That's a saying, but I was like, 'Cross my heart, I hope you f---ing die!' So I was very proud of that."I mention my own favorite REI AMI lyric, which appears on the second verse of "Dictator," her third single: "Red dress Latrodectus on his mattress, I'ma kill it." "Dude, you read my mind! That's also Finneas' favorite, he also really loved that line," REI AMI replies, casually name-dropping <a href="https://www.insider.com/category/finneas-oconnell">Finneas O'Connell</a>, Billie Eilish's brother and producer. "He was like, 'I didn't know what that was, but that sounded so cool that I had to look up what Latrodectus meant.'""I had bought a new dress online," she explains. "I was like, 'I want to talk about this because it's so cute. But how do I talk about a red dress being f---ing deadly?' So I started Googling deadly criminals, animals, and then insects.""I fell into this rabbit hole of researching black widows, and Latrodectus is the scientific term for that genus of spiders."<iframe width="560" height="315" src="https://www.youtube.com/embed/dhjiRQPJhgQ" frameborder="0"></iframe>For the record: REI AMI wrote those masterful lyrics while she was out of her mind, high on prescription Vicodin."I wrote that song so f---ing fast," she grins. "I had my wisdom teeth removed and I couldn't do anything. So I was like, 'I'm f---ing bored. I feel insane. I've never felt like this in my life.' I was feeling f---ing crazy. And then I just started talking s---. And that became 'Dictator.'"<h2>Although the pandemic has sullied some of REI AMI's plans for 2020, she's still on the path for pop domination</h2>She had originally planned to release her debut EP in May or June, but now that she's been productive in quarantine, that previously polished tracklist may be getting a makeover."Right now, I'm just making sure that I capture everything in the moment, because there's vulnerability and rawness to that," she tells me. "I'm just trying to capture those really special moments in my songwriting.""Some of the best songs come when you think you're done. Yeah, the EP is ready to release and drop, if I wanted to drop it tomorrow," she continues. "But it's like, I'm an artist, I should give a f--- about how my content is released.""With the coronavirus posing so many limitations with how I can release things, in terms of creative content, it has caused a few bumps in the road. But you pivot and you adapt. 'Cause I'm not going to compromise the quality of my s---. I'm sorry. You guys can wait."<div type="image" title="rei ami zoom interview" height="635" width="1114" msid="75739728" hostid="261"></div>REI AMI and her team are now eyeing a release date in the late summer or early fall, depending on when she can get back in the studio. She remains tight-lipped about potential collaborations and features, but suffice it to say that she has caught the attention of major pop heavyweights — like Charli XCX, who's been habitually liking REI AMI's posts on Instagram.And in addition to the aforementioned O'Connell sibling, who <a href="https://twitter.com/reiamimami/status/1192169662659923968?s=20">gives REI AMI shout-outs during interviews</a>, Eilish has expressed her own admiration."The O'Connells are the most genuine, warm, authentic people I've ever met," REI AMI says of <a href="https://www.insider.com/billie-eilish-second-person-win-four-major-grammys-one-year-2020-1">the Grammy-winning siblings</a>. "Despite all their success, you would think they would have some kind of ego, but they are literally the most straightforward people, no agendas. They f--- with you because they f--- with you.""Literally, they are the sweetest people ever. [Eilish] checked in on me last week. She texted me, she was like, 'How you doing? How are you holding up?' And I'm like, 'Damn, Billie f---ing Eilish is checking in on me. That's f---ing wild.'"<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—REI AMI #REIPOP (@reiamimami) <a href="https://twitter.com/mims/statuses/1185795895624900608?ref_src=twsrc%5Etfw">October 20, 2019</a></blockquote>As REI AMI's esteem continues to rise, it seems clear she's destined for bigger hits and bigger crowds.She's already dreaming about how many outfit changes she can manage during her first-ever tour. Current plans include a Sailor Mars costume, a Sailor Mercury costume, and "a sexy Pikachu onesie.""Listen, people are like, 'What's your favorite Pokémon?' And I'm like, 'Pikachu.' And they're like, 'That's so basic,'" she adds in a rush, as if she's anticipating a protest. "I'm like, 'B----, don't f---ing come for me. First of all, he's yellow. I'm yellow. He likes to eat, I love to f---ing eat.""Also, I have a picture of me when I was a child and I was in a Pikachu costume. I think we were doing a Pikachu dance at my kindergarten. I'm pretty f---ing sure I was lead Pikachu, because I was front and center."<div type="image" title="REI AMI Pikachu" height="1376" width="962" msid="75739731" hostid="261"></div>It's clear that REI AMI is itching to perform and put her powerful energy on display. More than anything, she says she's excited to "engage with fans in a physical space.""Because the touring situation for everybody is so f---ed up, I have to get really creative, in the way I want to plan my little gatherings of fans in live shows," she tells me. "It's a challenge, but f--- it, give it to me! Let's work. Let's figure out a way to make a nontraditional, nonconventional way of putting on a live show for my fans.""I just want to give back to the people that have supported me for so long and have been so patient with me," she continues. "It might not be a big goal for other people, but I consider it a very important milestone because I would not be where I am and who I am without the support and love from these people.""So I just really want to figure out a way to make that happen, in the fall or winter. I don't f---ing know. I don't f---ing care. I just want to make it happen."Read the original article on <a href="https://www.insider.com/rei-ami-interview-runaway-dictator-snowcone-make-it-mine-2020-5">Insider</a>

REI AMI was the 'Asian Hannah Montana,' until her coworkers discovered she's a pop star who raps about assassins and sugar daddies

<keyword id="10879" type="General" weightage="20" keywordseo="Youtube" source="Orion">YouTube</keyword> has announced the new <keyword id="316990" type="General" weightage="100" keywordseo="foundry" source="Orion">Foundry</keyword> <keyword id="14587422" type="General" weightage="20" keywordseo="Class-of-2022" source="Orion">class of 2022</keyword>, the company's global artist development programme that focuses on discovering and supporting talent around the world. <keyword id="10569922" type="General" weightage="20" keywordseo="Noor-chahal" source="Orion">Noor Chahal</keyword> and <keyword id="2103988" type="General" weightage="20" keywordseo="Kayan" source="Orion">Kayan</keyword>, both Indian artists, are among the 30 artists from various genres and continents chosen for the Foundry class of 2022. Foundry, founded in 2015, is YouTube's independent music incubator, supporting indie artists at all stages of their careers through annual artist development classes and ongoing release support campaigns. Foundry artists are next generation entertainers, recognized for their innovative approach to music and storytelling. To date Foundry programs have supported 250 independent artists, with alumni including Arlo Parks, beabadoobee, Clairo, Dave, Dua Lipa, ENNY, Eladio Carrion, girl in red, Gunna, Kenny Beats, LostStories, Natanael Cano, Omar Apollo, REI AMI, Rema, Rina Sawayama, ROSALIA, <keyword id="8799842" type="General" weightage="50" keywordseo="seedhe-maut" source="Orion">Seedhe Maut</keyword>, Snail Mail, Tems, Tenille Arts and many more talented musicians. Pawan Agarwal, Director, Music Partnerships (India &amp; South Asia), YouTube, "Helping discover and break new artists, while helping them navigate every stage of their career is one of YouTube Music's core goals. This is especially important for independent artists, who are navigating today's increasingly digital landscape to find stability, creative fulfillment, and a global community of fans. Foundry gives independent artists a springboard to success and we're excited to support such emerging artists and reduce barriers along their journey." The latest Foundry class includes a global collection of artists from the US, India, Korea, Japan, Brazil and Sub-Saharan Africa. Featuring genres such as country, afropop, soul, latin urban and many more, the new class of musicians includes: . Amari' Noelle (US) . Ashley Cooke (US) . ART (DE) . AVUA (BR) . BabyTron (US) . BIBI (KR) . Black Sherif (SSA) . Bruses (MX) . Danielle Ponder (US) . French The Kid (UK) . Genesis Owusu (AUS) . HaruNemuri (JP) . Joeboy (SSA) . Jossman (CO) . Kader Diaby 4Real (FR) . Kaike (BR) . Kayan (IN) . Magdalena Bay (US) . Mehro (US) . Nemahsis (CAN) . Noor Chahal (IN) . Obongjayar (UK) . RIMON (NL) . Roxane Bruneau (CAN) . Skiifall (CAN) . Snow Tha Product (US) . <keyword id="14587421" type="General" weightage="50" keywordseo="sudan-archives" source="Orion">Sudan Archives</keyword> (US) . Thuy (US) . TSHA (UK) . <keyword id="14587420" type="General" weightage="50" keywordseo="yoss-bones" source="Orion">Yoss Bones</keyword> (MX) Noor Chahal said, "Being an independent artist always comes with an essence of absolutely being true to your music as well as your audience. An artist's success cannot be measured by definite parameters, everyone has their own definition of success. I see Foundry helping my music reach new people and ensure that my potential does not go undiscovered or unacknowledged. Every independent artist needs a push like that and I am nothing but grateful to YouTube for this opportunity." Kayan said, "Freedom. To do what I want. It also challenges me in so many ways which teaches me a lot. I guess if you're happy doing what you're doing you're successful, having said that. It doesn't hurt if I can pay my bills, fund my own music, own all of it and still have the drive to want to do better. YouTube is a crucial platform for artists. To connect with my audience and fans and to have a place to share my work with them is super important. Also to understand my audience better and work with that kind of information is such a great strength to have. Foundry is the perfect program to help me really grow what I'm working for." Foundry is intended for independent artists with a vision for their own success, as well as to assist them in navigating the demands of today's music industry. YouTube offers partner strategy support, marketing promotion, and seed funding for content development, which can be used for anything from trying out new music to diversifying video creation formats. 2021 Foundry alumni Seedhe Maut shared, "We constantly strive to push our creative limits to the maximum, and our vision has always been about creating as well as experimenting with music that pushes our boundaries. Being selected as part of Foundry gave us the opportunity to expand our vision and share our music with a wider community. YouTube as a platform has been exponential in sharing our work and connecting with more people across the globe." SEE ALSO : <a target="_blank" class="c-link" href="https://www.businessinsider.in/business/news/top-10-most-chosen-fmcg-brands-of-india-as-per-kantar-report/slidelist/93206746.cms">Parle, Amul and Britannia are the most chosen FMCG brands of India in 2021: Kantar report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/explainer-why-is-americas-largest-crypto-exchange-coinbase-in-trouble/articleshow/93207659.cms">Explainer: Why is America's largest crypto exchange Coinbase in trouble?</a>

Noor Chahal and Kayan, as part YouTube's Foundry class of 2022

<ul class="summary-list"><li><keyword id="99719" type="PERSON" weightage="60" keywordseo="Joe-Biden">Joe Biden</keyword> won the presidential election, Insider and <a href="https://www.businessinsider.com/why-ddhq-and-business-insider-called-the-election-for-biden-2020-11">Decision Desk HQ projected</a> Friday morning.</li><li>After <a href="https://www.businessinsider.com/joe-biden-kamala-harris-presidency-called-media-outlets-election-2020-11">major US media news outlets</a> called the race on Saturday, <a href="https://www.insider.com/photos-people-celebrate-president-elect-joe-biden-in-us-2020-11">people celebrated in the streets, </a>and <a href="https://www.businessinsider.com/joe-biden-presidential-win-reactions-world-leaders-election-2020-11">leaders around the world sent their congratulations.</a> </li><li>Reactions flooded the internet as well. Here are some key moments from social media.</li></ul>Joe Biden won the presidential election by winning 20 electoral votes in Pennsylvania and thus surpassing the 270 electoral college votes needed to win, Insider and <a href="https://www.businessinsider.com/why-ddhq-and-business-insider-called-the-election-for-biden-2020-11">Decision Desk HQ projected</a> Friday morning. On Saturday, President-elect Joe Biden became the projected winner in Nevada, securing 6 more electoral votes and a total of 279 electoral votes, per Decision Desk HQ. <a href="https://www.businessinsider.com/joe-biden-kamala-harris-presidency-called-media-outlets-election-2020-11">Major US media news outlets</a> including the Associated Press, CNN, The New York Times, and The Washington Post all called the election for Biden on Saturday. <a href="https://www.insider.com/photos-people-celebrate-president-elect-joe-biden-in-us-2020-11">People celebrated in the streets </a>and <a href="https://www.businessinsider.com/joe-biden-presidential-win-reactions-world-leaders-election-2020-11">leaders around the world sent their congratulations.</a> Celebrations poured online as well, with a collection of GIFs, memes, and videos cheering Biden's victory. <h2>Lots and lots of dancing</h2>Social media users are celebrating President-elect Biden and Vice President-elect Harris's victory with some dance moves. For example, Democratic Congressman-elect for New York's 16th Congressional District Jamaal Bowman posted a video where he was dancing, driving, smiling, and vibing. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Jamaal Bowman (@JamaalBowmanNY) <a href="https://twitter.com/mims/statuses/1325128225132056577?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote>Acclaimed filmmaker <a href="https://www.businessinsider.com/ava-duvernay-is-helping-women-and-minorities-in-the-film-business-2015-9">Ava DuVernay</a> posted a video thanking Philadelphia for Biden's Triumph. Biden won the presidency after winning <a href="https://www.businessinsider.com/joe-biden-wins-general-election-against-donald-trump-2020-11">20 electoral votes in Pennsylvania</a>, Insider and <a href="https://www.businessinsider.com/why-ddhq-and-business-insider-called-the-election-for-biden-2020-11">Decision Desk HQ projected</a> Friday morning. NBA star LeBron James retweeted DuVernay's tweet also thanking Philadelphia.<blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Ava DuVernay (@ava) <a href="https://twitter.com/mims/statuses/1325116550274195461?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—LeBron James (@KingJames) <a href="https://twitter.com/mims/statuses/1325119816231866369?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><h2>Madam Vice President </h2><keyword id="180909" type="PERSON" weightage="60" keywordseo="Kamala-Harris">Kamala Harris</keyword> is the <a href="https://www.businessinsider.com/kamala-harris-makes-history-first-woman-black-vice-president-elect-2020-11">first Black and Asian American woman vice-president-elect</a> in history. The Internet proudly toasted to this historic stride with lots of memes and gifs celebrating Harris. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Katie Jacobs Stanton (@KatieS) <a href="https://twitter.com/mims/statuses/1325116371340963840?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Julia Louis-Dreyfus (@OfficialJLD) <a href="https://twitter.com/mims/statuses/1325123962041364481?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><h2>Biden's 'Parks and Recreation' cameo</h2>Biden made a cameo appearance in an <a href="https://www.youtube.com/watch?v=NvbMB_GGR6s">episode of Parks and Recreation in 2012,</a> when the main character Leslie Knope, portrayed by Amy Poehler, met "her hero" — President-elect Biden. At one point Leslie Knope tells Biden "this isn't happening," to which Biden reacts "No, it's happening," which many users on Twitter are finding apropos for the moment. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Greg Pikitis (@gina_reis) <a href="https://twitter.com/mims/statuses/1325120220386586624?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><h2>"Ice cream for breakfast"</h2>President-elect Biden is not shy about his <a href="https://www.businessinsider.com/joe-biden-eating-ice-cream-photos-2016-5">love for ice cream,</a> and the Internet is celebrating his victory with GIFs and memes of Biden eating ice cream. Comedian Jimmy Fallon tweeted a GIF of him and Biden eating ice cream during Biden's appearance on the "Tonight Show" on NBC. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—jimmy fallon (@jimmyfallon) <a href="https://twitter.com/mims/statuses/1325155807684513795?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><h2>The return of the fly </h2>During the vice-presidential debate in October, the Internet was buzzing commentary on <a href="https://www.businessinsider.com/fly-mike-pence-head-vice-presidential-debate-photos-video-2020-10">the fly that landed on Vice President Mike Pence's head.</a> Social media users are back with references of the fly while celebrating President-elect Biden's victory. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Sam Stryker (@sbstryker) <a href="https://twitter.com/mims/statuses/1325178972284493826?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Colin Cowherd (@ColinCowherd) <a href="https://twitter.com/mims/statuses/1325115573726900225?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><h2>"Party in the USA"</h2>Singer Miley Cyrus tweeted out a compilation of videos celebrating Biden and Harris's victory with her hit single "Party in the USA" used as the soundtrack. <blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Miley Ray Cyrus (@MileyCyrus) <a href="https://twitter.com/mims/statuses/1325129567472766982?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Akilah Hughes (@AkilahObviously) <a href="https://twitter.com/mims/statuses/1325133233873321986?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—keely flaherty (@keelyflaherty) <a href="https://twitter.com/mims/statuses/1325134452532498435?ref_src=twsrc%5Etfw">November 7, 2020</a></blockquote><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/joe-biden-presidential-win-reactions-world-leaders-election-2020-11" target="_blank" rel="noreferrer noopener">World leaders congratulate Joe Biden and Kamala Harris on their victory in the 2020 presidential election</a></li><li><a href="https://www.insider.com/photos-people-celebrate-president-elect-joe-biden-in-us-2020-11" target="_blank" rel="noreferrer noopener">Photos show Americans taking to the streets in celebration of President-elect Joe Biden's victory</a></li><li><a href="https://www.insider.com/leslie-jones-viral-home-decor-commentary-cable-news-election-2020-11" target="_blank" rel="noreferrer noopener">Leslie Jones kept fans entertained throughout election week with her critiques of cable news contributors' at-home backgrounds</a></li><li><a href="https://www.businessinsider.com/chinese-state-media-laughs-after-trump-falsely-claimed-victory-2020-11" target="_blank" rel="noreferrer noopener">Chinese state media laughed at Trump after he falsely claimed victory in the 2020 election</a></li></ul>

Best memes, videos, and gifs from social media reacting to President-elect Biden's victory

<div class="image-container float_right"><div class="image"><img src="http://static2.businessinsider.com/image/523c7d9deab8ea1145cb58b9-1066-800/anthropologie-1.png?maxX=480" border="0" alt="anthropologie" width="480" /><a href="http://upload.wikimedia.org/wikipedia/commons/7/79/AnthropologieGlendale.jpg">Wikimedia Commons</a></div></div>Outdoor retailer REI was known as "Rental Equipment Inc." for years because of its lax return policy. 
"There's the mom who returned a stroller for no other reason than her children simply had outgrown it," writes Amy Martinez <a href="http://seattletimes.com/html/businesstechnology/2021116265_reireturnsxml.html">at The Seattle Times</a>. "Or the dad who took back an old bike rack because it clashed with his new car."
Recently, <a href="http://online.wsj.com/article/SB10001424127887324549004579068991226997928.html">REI announced it would curb its return policy</a> to products purchased within one year. 
But plenty of other retailers will let you return anything, any time, and for any reason.
Here are 10 retailers with ridiculously relaxed return policies.

10 Retailers That Will Let You Return Anything

The 45 best music videos of 2020, ranked

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/566162508430761a008b7502-760-570/coldplay-to-play-2016-super-bowl-halftime-show-media-reports.jpg" alt="Chris Martin of Coldplay sings " data-mce-source="Thomson Reuters" data-mce-caption="Chris Martin of Coldplay sings &amp;quotAdventure of a Lifetime&quot; during the 2015 American Music Awards in Los Angeles" />Thomson ReutersChris Martin of Coldplay sings "Adventure of a Lifetime" during the 2015 American Music Awards in Los Angeles</div></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.1. <a href="http://www.businessinsider.com/snapchat-advertising-measurement-targeting-2015-12">Snapchat is taking big steps to improve its advertising offering.</a> Advertisers report that the photo-sharing app has opened up more targeting and measurement tools and that its sales teams are more proactive than they once were.2. <a href="http://www.adweek.com/news/advertising-branding/subway-taps-former-coca-cola-marketing-chief-joseph-tripodi-its-new-global-cmo-168416">Subway has hired Coca-Cola's former chief marketing officer Joe Tripodi to lead its global marketing, Adweek reports.</a> Tripodi replaces Tony Pace who stepped down in the summer to form his own marketing company.3. <a href="http://www.businessinsider.com/starboard-presented-to-yahoo-board-meeting-2015-12">Starboard Value, the activist investor that wants Yahoo to sell its core business presented to its board on Wednesday.</a> Yahoo's nine-member board concludes three days of meetings to discuss the future of its business today.4. <a href="http://adexchanger.com/online-advertising/layoffs-at-turn-as-company-restructures-sales-and-client-services-and-moves-away-from-saas/">Ad tech company Turn is laying off around 14% of its staff (57 of around 400 employees) in a cost-cutting drive designed to address its cash issues, AdExchanger reports.</a> The DSP (demand-side platform) is is also moving the business away from a SaaS (software as a service) model to focus on traditional ad sales deals, according to the report.5. <a href="http://www.businessinsider.com/ge-cmo-im-done-advertising-on-prime-time-tv-2015-12">GE's chief marketing officer Linda Boff told Business Insider she's done with advertising on primetime TV.</a> She's only spending TV ad dollars on live events.6. <a href="http://www.businessinsider.com/google-trial-run-ads-2015-12">Google's new ads let you actually play a game before you download it.</a> The new format, "Trial Run," is a form of mobile-app install ad.7. <a href="http://www.businessinsider.com/15-best-retailers-in-2015-2015-12">These are the 15 retailers that dominated in 2015.</a> From Nike to Aerie.8. <a href="http://www.businessinsider.com/coldplay-will-be-the-2016-super-bowl-halftime-show-act-2015-12">Coldplay will be the 2016 Super Bowl halftime act.</a> The show is sponsored by Pepsi.9. <a href="http://www.businessinsider.com/heres-the-truth-about-the-frightening-hacking-scenario-in-ciscos-ads-2015-12">Cisco recently released a string of advertisements with a frightening hacking scenario.</a> Security experts tell us the story is actually a fairly accurate portrayal of what could happen.10. <a href="http://digiday.com/platforms/twitters-promoted-moments-cost-1-million-advertisers-theres/">Digiday reveals the price of a Twitter Moments ad is $1 million.</a> Brands that have bought Moments ads so far include Starbucks, REI, and Verizon. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/tina-fey-amy-poehler-spoof-star-wars-2015-12">Tina Fey and Amy Poehler just made a hilarious behind-the-scenes 'Star Wars' parody</a></h3> <div> <div> <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="RnMnZheTrOoJk2apuxXEsy49-F6xpIJj" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> <script> if (typeof RunFunctions === 'undefined') { var RunFunctions = []; } RunFunctions.push(function() { var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'RnMnZheTrOoJk2apuxXEsy49-F6xpIJj',{ autoplay: 'false' }); }); </script> <noscript><div>Please enable Javascript to watch this video</div></noscript></div> </div> <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script> </div>

The 10 things in advertising you need to know today

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5644d41b2491f92b008b49d0-3056-2292/rtr2d4sx.jpg" alt="Blankfein Cohn" data-mce-source="REUTERS/Natalie Behring" />REUTERS/Natalie Behring</div></div></div>Goldman Sachs has promoted 425 people to managing director."Our new Managing Directors represent the best of our firm's dedication to excellence, leadership and client service, and we wish them continued success in their careers," Goldman CEO Lloyd Blankfein said in a statement.It's a big deal to be named a managing director. The title is just one step below "partner," which is one of the most highly-coveted titles in investment banking. The next class of MDs won't be selected until 2017. In 2013, <a href="http://www.businessinsider.com/goldman-managing-director-selection-2013-3">Goldman changed its managing director selection process</a> from every year to every two years. That year, <a href="http://www.businessinsider.com/goldman-managing-director-class-2013-11">280 people</a> made the cut.The following individuals have been promoted:Catherine Addona-Peña Alokik Advani Sam Agnew Daniel Ahern Murtaza Ahmed Fusae Akamatsu Phil Almond Ana Alonso Roy Appelman Juliano Arruda Alex Ashwal Daniel Avery Misty Bailey Tom Barkes Jose Barreto Sushil Bathija Gregoire Baudot Olivier Belaich Sharon Bell Allison Beller Christine Benson Schwartzstein Sam Berberian Todd Berger Sandy Bernhardt Greg Berube Shashi Bhushan (Bengaluru) Lyla Bibi Julie Billings Alexander Blanchard Tristan Blood Katherine Bloom Alexander Blostein John Blythe Andrea Bonini Vijay Borkar Jean-Pierre Boudrias Dyson Bowditch Rhett Brewer Sean Brewer Cameron Brien Tyler Brooke Marios Broustas Melissa Brown Jacob Buitelaar Jason Burgess Manuel Camacho Tim Campbell Eliot Camplisson Susana Cao Miranda Nicholas Chan Sorubh Chandani Amy Chang Dennis Chang Scott Chastain Scott Chen (IBD) Yu Chikami Vikram Chima Sung Cho Caroline Chu Simon Clarke Ray Clifford Jorge Combe William Connolly Ron Cortina Daniela Costa Yasmine Coupal Patricia Creedon Brian Culang Michelle Daly Ranga Dattatreya Christopher Daur Brian DeCenzo Alexis Deladerriere Robert Devens Devanshu Dhyani Scott Dias Johanna Diaz Simon Dickinson Andrew DiMaria Darren Dixon Terence Donnelly Christopher Droege Lindsay Drucker Mann Frank Drury Caroline Dunne Steven Edwards (Internal Audit) Jeffrey Egee Naoko Ehara Inna Elyashkevich Jason English Andrew Erekson Joris Esch Ana Estrada Cristina Estrada Owain Evans Julia Feldman Jing Feng Albert Ferng Val Feygin Dan Fishman Dennis Fleck Terence Flynn Ian Foster (IBD) Kelly Galanis Ilya Gaysinskiy Libardo Gerardino Said Ghusayni Michael Gillott Arvind Giridhar Mark Glotfelty Chloe Goddard Lakshya Goel Peter Goertzen Andres Gonzalez Clara Gonzalez-Martin Claire Goodeve Anton Gorshkov Simon Gosling Jessica Binder Graham Michael Graham (Securities) Glenn Greilsamer Fabrizio Grena Alain Griveau Pierre-Yves Guerber Renaud Guidée Renu Gupta Christoph Haenschel Simon Hale Jay Handfield Deirdre Harding Nada Hassan Frances Hawkins Tobias Heilmaier Christoph Heuer Kenneth Ho Luke Hodges Jennie Holloway Matthew Hostasa Henry Howell Soomin Hu Victor Hu Andrew Huang Lee Hughes Michael Hui Shinichiro Ichiki George Ingram Francesca Innocenti Karen Ip Yuichiro Isayama Shubha Iyer Kristy Jago Matt Jahansouz Lear Janiv Jessica Janowitz Franklin Jarman Jabe Jerram Lei Jin Moritz Jobke Charles Johnston Ganesh Jois Katherine Jollon Colsher John Jonke Shrut Kalra Emiko Kamoda Markus Kant Yugandhar Karna Lotfi Karoui Vanya Kasanof Ting Ke Kyle Kendall Richard Kendrick Corey Kenyon Anthony Kim Seong Eun Kim Sean Kingston Teresa Kingswood David Kirschner Michael Klym Jared Klyman Andrew Knight Timur Kocaoglu Kevin Kochar Christina Kopec David Korpi Caroline Kraus Jennifer Krevitt Ajay Kumar Raj Kumar Kosuke Kurosawa Marc Kurz Takashi Kuwano Loredana La Pace Phil Labbe Marco Laicini Vidya Lakshmi Lia Larson Kinger Lau Max Layton Jerome Lebuchoux Andrew Lee (GIR) David Lee (IMD) Jay Hyun Lee (MBD) Jerry Lee Shane Lee Valerie Leeder Panayiotis Lemonidis Joe Lenehan Daniel Levy Yael Levy Olga Lewis Christina Sun Li Chuan Li James Li Edmund Lim Stephen Little David Liu Daniel Lochner Michael Loetzsch Donald Lu Rochelle Lucas Matthias Ludemann Christopher Lvoff Andrew Lyons Kristen Macleod Manju Madhavan Lynn Magnus Thomas Malafronte Sajith Maliakel Rakesh Manani Elizabeth Mann Jim Mannoia John Manzi Jia Mao Guillaume Marinacce Jeremie Marrache Matthew Mason Gaurav Mathur Yuji Matsumoto Tom McAndrew Scott McHugh Andrew McIlroy Jenny Meng Shahmil Merchant Joann Mercurio Maryline Mertz Marco Messeri Hideo Michiba Jared Miller Stacey Miller Elizabeth Milonopoulos Pascal Mischler Pooja Mishra Prahlad Doretta Mistras Matthew Mizrahi Hillel Moerman Soren Moller-Rasmussen Fausto Monacelli Q Montazeri Leonie Morel Owen Morris Daniel Motta Ricardo Mourao Christian Mueller-Glissmann Niladri Mukhopadhyay Mathieu Munuera Francis Murphy Thomas Murray Charles Myers Harsh Nanda Asad Naqvi Ryan Nash David Naulty Toh Ne Win Shapour Neshatfar Billy Newport Anya Newton Katrina Niehaus Christos Nifadopoulos Ryan Nolan Brian Nordahl Steven Nowak Matthew O'Callaghan John Olivo Oscar Ostlund Marco Paesotto Kanak Palanisamy Sundaram Pandiarajan Mrudang Pandya Francesco Paolicelli Dhaval Parekh Keyur Parekh Akash Patel Himin Patel Jatin Patel Cristina Patron Nicholas Peach Agostina Pechi Xi Pei Shlomit Perry Joseph Persky Carlos Prieto Ricardo Puggina Tim Quandt Stephanie Rader Emilie Railhac Amit Raje Sudarshan Ramakrishnan Akila Raman Vishaal Rana Robert Rancitelli Zeeshan Razzaqui Paolo Re David Reis Kevin Relihan Ben Reuter Matt Rhodes Clare Richards Brian Richardson Richard Rivero Duane Robinson Fabiano Romeiro Agustin Romo Calvo Karen Rossi Matias Rotella Anne Russ C. Kyle Russ Jamie Russell Isidoor Rutten Timothy Ryan Craig Sabal Carolyn Sabat Michael Sachs Hassan Salamony Nicholas Saunders Carly Scales Marc Schaffer Tom Schouwenaars Jameson Schriber Leonard Seevers Masataka Sera Arpan Shah (Internal Audit) Dhruv Shah Nitin Shah Ashoke Sharma Nik Sharma Salil Sheth Jonathan Shugar Aaron Siegel Eric Siegel Julie Silverman Jim Sinclair Balaji Sivasubramanian Neil Slee Martin Smith (IMD) Scott Smith Lin Smyth Douglas Spell David Sprake Jack Springate Sujatha Srinivasan Ricardo Stabile John Startin John Stecher Alexander Stiles Peter Stone Miruna Stratan Matthew Straughen Hiroyuki Sugiura Joseph Sumberg Philip Sun Lawrence Tankel Richard Tarling Ian Taylor Mike Taylor (Services) Sophie Taylor Latifa Tefridj-Gaillard Kurt Tenenbaum Prasanna Thati Radha Tilton Vincent Tiseo Jandirk tom Dieck Margo Topman Shinsaku Toriyama Dom Totino Joseph Traina Matthew Traina Alexis Tsang Tetsuya Ukai Silvia Valente Laura van Alkemade Carol Van der Vorst Alexis Vassilakas Kerone Vatel Thomas Vaughan Meriel Vessey Alexandra Vincenzi David Wade Dennis Walsh Alex Wang Jun Wang Moon Wang Katherine Ward Amy Watson Peter Watson Whitney Watson Gregory Watts Jie Wei Michael Weiss Miriam Wheeler Pete Williams Wes Williams Jiahong Wu Tony Xu Michael Yaeger Satoshi Yamagata Huan Yang Jonathan Yarrow Sylvia Yeh Vincent Yeung Derek Yi Jon Yoder Jaewon Yu Brendan Zeigon Daniel Zimmerman Martin Zoll <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/seaworld-end-killer-whale-show-san-diego-blackfish-2015-11">SeaWorld is ending its killer whale show after being criticized for how it treats them</a></h3> <div> <div> <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VjdnBxeDr7ABHNOUF_pwCshHV8m9AMwX" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> <script> if (typeof RunFunctions === 'undefined') { var RunFunctions = []; } RunFunctions.push(function() { var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'VjdnBxeDr7ABHNOUF_pwCshHV8m9AMwX',{ autoplay: 'false' }); }); </script> <noscript><div>Please enable Javascript to watch this video</div></noscript></div> </div> <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script> </div>

You Searched For "rei ami" and got 11 results

Tinashe can see the future, and she's bringing us with her

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I spent the day with REI AMI, who just dropped her debut mixtape and is ready to be worshipped

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REI AMI was the 'Asian Hannah Montana,' until her coworkers discovered she's a pop star who raps about assassins and sugar daddies

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Noor Chahal and Kayan, as part YouTube's Foundry class of 2022

IANS

Best memes, videos, and gifs from social media reacting to President-elect Biden's victory

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10 Retailers That Will Let You Return Anything

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The 45 best music videos of 2020, ranked

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The 10 things in advertising you need to know today

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The Goldman Sachs new managing director list is out!

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29. LaCroix, Canada Goose, and Carhartt are cool. Why?

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Apple, Amazon, Google, and hundreds of businesses vowed to meet Paris climate goals on their own 'in the absence of leadership from Washington'

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