By Jocelle Koh
Since emerging on the Laos pop scene in the early noughties as a fresh-faced 16 year-old with chart-topping 2003 album Dream, Laotian-Bulgarian singer-songwriter Alexandra Bounxouei has long been considered Laos’ first pop princess.
With clear, lilting vocals and easy-on-the-ear melodies which borrow from folk tradition while incorporating western pop and R&B elements, Bounxouei’s clean image and sound introduced Laos to a new era of pop culture which could be enjoyed alternatively from a traditional-heavy market at the time.
Fast forward over two decades later, Bounxouei who first emerged as a child star has cemented her legacy as a skilled musician, singer-songwriter and actress, and her place as a passionate activist for women’s rights and Laos culture with a bulletproof back catalog of well-loved tracks including ‘Bor Luem Sunya’ and ’Boor Hoo Pen Yung’.
Additionally, she has grown into a true woman of the world, receiving further education in Japan which she credits with a shift in her perspective of her career and agency as an artist, and developing her career not only as an artist and actress, but also as a philanthropist establishing the Bounxouei Foundation and advocate for spiritual wellness and meditation.
We took the chance to pick her brain on how her experiences have been deeply intertwined with the history of Laos pop culture across her career, and the differences and similarities in her own experiences with fellow women in music all over the world.
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Q: I’m interested to know how being raised Laos-Bulgarian may have changed our outlook on Laos and sharing Laos culture. Can you tell me a little more about that?
A: I’ve always seen my mixed race as an advantage. Being able to grow up in an environment of both, collecting the best of each has broaden my perception in life in general professionally and personally. I do not take that for granted. One very easy example about our culture is family. I think it’s Asian culture in general where families tend to stick together more than western cultures who are more independent. However, it’s still varies on the individual. I was fortunate to study in an international school and being homeschooled during the summer with an Australian family shaped my way of thinking academically and professionally.
Q: You started in the music industry very young and mentioned that you pioneered many firsts in the Laos pop music industry, including being the first woman to perform on stage in pants. You were very young at the time, I’m curious to know how much agency you had in making creative choices for your first album “Dream”.
A: Honestly, at the age of 14 and being raised very traditionally(despite my mixed race), I was always in the frame where most of my activities including my career, was managed by my parents. Back then I focused mostly on discipline practicing my violin, taking vocal training lessons and studying. I would say not much creativity was involved career wise back then especially when both your parents are musicians.
Q: You touched a bit on ‘idol’ culture in Laos as a relatively new thing when you just debuted at 14 in the early 2000s. Can you share your understanding of the Laos music industry, what it’s influences are and what the market’s tastes traditionally have been?
A: Back then, pop music was something very new, seeing people hyped up when seeing a singer on stage, asking for a signature and even screaming their lungs out at a show what’s absolutely outrageous but of course in a good way. It felt like a completely new era, a new movement. That being said, I would like to tell you a little bit more about Lao culture.
Laos is considered a laid-back calm country, most people are shy and considerate of each other. You will not see people coming into you and asking for a photograph because that is considered bothering the person and in general the culture just wasn’t that way. Most of the music was traditional, folk, loud dancing, and with Lao traditional costumes.
Western culture was not considered acceptable yet. Here comes my other half, the Bulgarian half. I didn’t know much back then because I was too young to even understand stardom or idols. However, looking back now, I think it was quite risky, since the culture was long preserved, most people are listening to folk, society was used to the traditional style. Fortunately, being able to incorporate, pop music into my songs was the beginning of a new era of pop music in Laos.
Q: You’ve recently returned to the music side of things after a long hiatus. How has the industry or music landscape changed? Has it become more vibrant and open to global tastes? What do you feel is most unique about the local music scene?
A: After leaving social media for so long getting back at it was not easy for me because nowadays everything needs to be done through social media. You need to be super active and put yourself out there. It took me a few months to study that, it’s a still ongoing process for me.
Music wise, pop music now has broadened itself to many sectors just like pop music all around the world. However, there is still that vibe of Lao pop music when you listen to it whether it’s L pop, Lao pop R&B, Lao pop fok, the Lao-ness sound is always there. I personally call it the Lao identity in music which comes from our language. It’s a certain way of pronunciation the words that need to be adapted to the sound…The Lao pop music scene has grown a lot since 20 years, the creation side(westernized ) has also evolved, which is a great thing for us.
Q: You’ve worn many hats in the entertainment industry as an actress, singer and producer. Can you share with us your experience learning all these skills?
A: For me, I’m most comfortable with being a singer. Although my popularity in Southeast Asia grew mostly from acting. When I sing, I can be myself completely and being an artist, you are able to express yourself in so many ways. Being a singer is natural. I don’t need to think about anything except for the song that I’m singing and put all my emotion on that. Being an actress on the other side, takes a little bit more time to get into the character because you are playing someone else. So to adapt into other characters shoes, you need to do some homework in the identity of that person. It’s a bit harder for me, but I still enjoy it a lot. I mean, who doesn’t love to be someone else for a little bit right? ha ha
Q: You mentioned that after coming back from Japan where you studied, you left the music industry for a bit as you felt it was toxic. Is there support in Laos for young people navigating this industry? What challenges did you face as a young woman navigating the industry?
A: I have not heard of this kind of help in my country yet, while I think it’s quite an important issue since the number of young people having mental illnesses, knowingly or unknowingly across the world is increasing tremendously. I think a lot of the things that I felt(the toxicity of relationships, society, social media) was just the process of growing up. As I mentioned before I was raised like in a frame, working at such a young age, and always being protected, I did not have much chance to learn about this world. Always being protected I was always seeing beautiful things hearing good things and that made me innocent.
But after experiencing a normal life in Japan as a university student(which I had the best time of my life and I don’t regret a bit), coming back home and meeting new people on my own, made me see the world was not pink as I used to see. Neither were relationships nor society. We all know that the music industry can be quite harsh. I experienced a lot of betrayals from close friends, being taken advantage of professionally, and finally being neglected when your fame starts to fade. Yes, I got to see an experience all of that…This world is SUPERFICIAL was my new lesson. that’s when I cut social media out, I stopped going out, and I started searching for what’s REAL?
The teachings of Buddha (vipasana) gave me all the answers, my perception in life, purposes in life turned to a different direction completely and miraculously my panic attacks, my sickness went away. Today, I live with a feeling of positive energy flowing inside me that keeps me going understanding that, compassion, feeling of “enough”(not wanting much), and peacefulness is most important in living a quality life. All material things do not matter to me anymore because we are in this world for such a short time. Imagine, in 100 years we would all be gone. It’s just the reality of life.
Q: Would you say that the entertainment industry in Laos is male dominated? Is there room for improvement in terms of gender equity? How do you think the industry can move forward in this regard?
A: I would say most industries in Laos and around the world is still mostly male dominated, although it’s changing a little bit more from back in the days. Even there are many female politicians, CEOs, and female bosses, we are still limited since we are the ones who need to get pregnant give birth and keep the population going right? As being a female in the industry, it’s still an issue all over the world. Female artists are still being taken advantage of, I was fortunate because I had everything handed to me and I never had to face with this kind of issue back in the days, but I’m speaking for many other female artists that had to go through that. The industry is tough as a starter, my only advice is keep your worth and take a different path if this path does not align to your values.
Q: You’ve lived in many places and speak many languages fluently. What kinds of influences have inspired your music over time, and also presently?
A: I listen to many styles, Lao-folk, pop R&B from global artists, 90s music. All of that has played a big influence in my music style. That’s why I like to incorporate some folk music into my pop style singing. Of course, not forgetting my classical background as well, which is the foundation of my whole being as an artist. Having the foundation has allowed me to experience many different styles in music career, but in the end, the audience still prefer me singing something more traditional. That’s just the way market is in my country.
Q: Tell me a bit about your music recently! You have a new song called “Destiny”. Take us through the story behind the song.
A: If you believe in rebirth, Karma, (both good and bad), then you would believe in destined love. The song destiny is defined as a déjà vu of Destined Love where you meet for a short period of time, but the world does not allow you to be together. No matter how hard you try to succeed in love, if your destined lover was destined to leave , you have no choice but to let go. I wrote this song understanding reality of life.
Q: You are also an activist for animal and human rights. What kinds of pressing issues are plaguing Laos and impacting on the world stage at the moment?
A: I was appointed wildlife ambassador for four years by the Ministry of agriculture and forestry(the contract has ended), but I am still helping out in anyway I can. The background about this was simple. I love animals and I love my country, so I wanted to be a voice in creating awareness about preserving our wildlife and ecosystem of our environment. I was fortunate to participate in the illegal wildlife trade conference in London in 2018 and give a small speech to many countries around the world.
Q: For people who have no idea about Laos, what is a perspective you would like to share with them? Why do you think it’s so important for others around the world to understand more about Laos culture and landscape?
A: Many people still see Laos as a mysterious unknown country. If you don’t know, Laos, we are a small landlocked country located in Southeast Asia. Our Land is bucolic. . The atmosphere is laid-back . Our culture is well preserved, and the people share smiles and kindness when you visit. Our food is amazing, you would love our country.
Q: What is your vision for how you intend to continue to bring positive change to Laos society and also entertainment scene?
A: Coming back this time is different. I’m focusing more on giving back. My actual goal is to have enough to build a meditation center in the mountains of Laos. The mind is the foundation of a quality life. Another goal is to have enough to open a cultural center through my foundation Bounxouei foundation. I think young people are the future of the country. Having a place where the young share the same interest in Music, art, education can express themselves is crucial in creating a quality society.
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While the Laos music scene has certainly developed over the last two decades, Bounxouei’s presence continues to be felt in the works of new generations of contemporary Laos pop and R&B artists such as Jojo Miracle, Overdance and Touly.
From being the first female pop star to appear on stage wearing pants to her constant cultural ambassadorship of Laos over the years as an educated, cosmopolitan mulitilingual female artist, she has set high standards for Laos artists who follow in her footsteps.
While Laos music continues to feel deeply rooted in folk traditions, it is exciting to see how its progress reflects a bridging of gaps between contemporary and the traditional, and evolving tastes within this landlocked country with much to offer.
Returning from a long hiatus and turning over a new page, Bounxouei’s story provides us another vantage point to understand the inner workings of a blossoming scene; one that poses many of the same challenges other entertainment industries around the world do, but nevertheless unique in how it resonates with the Laos language and audiences.
Follow Alexandra’s exploits on YouTube, Spotify or Facebook to find out more about her music!
