For all the criticisms of Spotify as a company (many of which we at ATC Sound agree with), it still leads the way in helping people discover new artists they would not have heard of in a pre-streaming world. I, along with tens of thousands of other Americans who listen to Kehlani, SAILORR and the like, experienced this great pleasure when we we’re algorithmically introduced to Jazmin Ugapo — professionally known as JUGA — and the infectious single “Late Night Talking” during a niche but notable moment in the summer of 2025.
“Late Night Talking” wasn’t the only single from the New Zealand-based hidden gem that gained momentum last year, and her small but growing catalog already demonstrates a confident range of sounds and vocal styles in the R&B and pop realm. A year later, ATC Sound finally got the chance to connect with and learn more about the person and the artist behind these sleeper hits from all the way around the world.
Below is our email-facilitated conversation, lightly edited for clarity and brevity.
On Her Background and Influences
ATC Sound: How long have you been making music?
JUGA: I’ve been making music for almost three years now. I had my first studio session at the end of my last year of high school (2023) and kept going from then on – however, I didn’t start releasing music until last year (2025), debuting with my first single “Right Now”.
ATC: Where in New Zealand are you from? How would you describe it to someone who has never been to NZ?
J: I’m of Samoan descent but born and raised in Auckland, New Zealand, which is probably the busiest city in NZ. I think if you’re curious about the more beautiful sight-seeing parts of NZ, then it’s mostly out of Auckland haha. We got good food here though, especially the bakery pies that foreigners usually buzz out at. Oh also the slang here, a bit odd but it works.
ATC: You’re clearly influenced by a number of foreign artists such as Kehlani and PinkPantheress. Are there any notable local influences on you as an artist? Feel free to mention any other foreign artist influences
J: Local artists I’d say would be HALES and Sam V. Not to mention, they helped me find my footing in the whole music scene when I first started out. They don’t necessarily have the same sound but they’re both goated songwriters — and songwriting is probably my favourite thing ever.
I definitely draw inspiration from overseas artists like Kehlani and Victoria Monet. You probably wouldn’t think of Monet in terms of sound, but song-writing wise, she’s one of my favourite lyricists. I’ve spent hours listening and studying her writing, including songs she’s written for other artists (Ariana Grande, Fifth Harmony, Chloe x Halle). I enjoy her wordplay and strive to be as clever. I also got put onto SAILORR – I love the unapologetic route she takes with her writing & production.
ATC: How did you experience music growing up? What channels and devices were being used by you or others around you (e.g. radio, CD, vinyl, TV networks, streaming platforms)?
J: I’m so blessed to have had both sides of my family be so indulged with music. There was a lot of Church with its choir thanks to my nana, in contrast with 90s hip-hop instrumentals playing on my uncle’s PS3/TV off Youtube. Almost everyone knew how to play an instrument, as well as sing. My aunties would learn songs on the piano or guitar just for us kiddies to sing along to. My late papa was also in a band and under our old family house, he had a studio which was really cool to explore when I was younger; it’s such a wholesome sort of foreshadowing when I think about it, as I too, now work in the same field he did.
On The Artistic Process
ATC: What’s your creative process like? How do you begin to make a song or a project?
J: It usually depends on the producer I’m with at the time. For instance, when I have EDYONTHEBEAT producing, I’ll rock up with a reference and we’ll start from scratch. Ed’s a fast worker so it’s nice going home after each session with a finished demo. Then when I have HALES producing, I like to bring in ideas I’ve thought of or started at home. He’s got a knack for knowing exactly how you imagine an idea sounding. They’d focus on the beat and I’ll be at the back writing on my notes app with my voice memo recording for a few minutes or even an hour – my memory is terrible so I voice memo almost everything in a session. I hate forgetting a melody lol.
ATC: What do you like most about your music to date? What excites you the most about your next release?
J: I’ve been told that my music doesn’t sound like it’s from NZ, that it has an international sound and I think that’s something I like to go for. I think it’s easy to tell if a song is from here which is absolutely fine but I enjoy making things that differentiate who I am as an artist and who I am outside of that. 90s and 2000s R&B was the genre my parents would play religiously growing up, so I definitely pay a bit of homage to that with my music today.
What excites me about my upcoming release is what it’s about. I had been reminiscing on people and a time I thought would last forever. It didn’t.
I also didn’t want it to be a cliche sad song about missing someone but more like the beauty in being able to reminisce – “it might be over but it was still a good time” – and I think we (Edy and I) captured it quite well. It definitely sounds different to my other releases as it’s more on the summer, 2000s R&B side, but I’m glad to be releasing something that hits close to home.
On Marketing and Career Development
ATC: It’s very early in your career, but have you thought much about being independent versus label-backed?
J: Honestly, I haven’t really thought about it. Almost all of my muso friends are independent artists as well and I think we help each other out with different aspects in the industry which is pretty handy. Labels are big deals and I feel like right now, I still have a lot to figure out before I even play with that idea haha.
ATC: TikTok and Spotify seem to be the platforms giving you the most reach right now. How intentional was that?
J: I feel like I should be way more intentional with promo than I actually am. It’s the thing I like the least about being an artist but I know it’s got its importance. ‘Late Night Talking’ had its viral moment and drew in most of my audience so I’m really grateful. Keeping to a certain sound could do me well but I think artistry for me is ever-changing.
ATC: What does success look like for you five years from now?
J: Five years from now, probably to be doing shows overseas or even co-writing in sessions overseas. I want to be out in the world and travelling has always been a dream.
ATC: What is the next goal you have for yourself in music? This can be about any aspect of your career.
J: Right now, my next goal is to do my first headline show here in Auckland. Most of my listeners are overseas and so I wanna work more towards building a bigger audience here locally so I feel more confident to do my own show.
***
Submit Your Music To ATC Sound For Review
If you are an independent artist and would like your music considered for review by ATC Sound, please submit your song/project (released or unreleased) via our free submission form.
