Renowned marketeer-turned-R&B singer Edwina Gray has built a following with her latest body of work. In this interview, Gray discusses her musical roots, artistic aspirations, and plans for her debut project.
Can you share with us the journey of transitioning from a successful marketer to a rising R&B artist? What inspired the shift into music?
Okay, first, I want to note that marketing is still a love of mine. My agency is Lady in the Red Dress, and red stands for “realize every dream.” But just doing marketing, I felt disconnected. Even with amazing things happening, I still felt unfulfilled.
During the COVID lockdown, I had time to really consider things differently. My business actually tripled because everyone was pivoting. That’s when I started singing more seriously. The real turning point was working on Dileesa’s “Develop the Artist Within You” program. I was handling branding for artists, and helping them made me realize – I want to try this for myself too.
Your latest EP, Terms and Conditions, explores themes of love, self-worth, and healing. How did your marketing background influence this project?
I wanted to create a genuine narrative that connects multiple themes. This is my first time approaching a project this way – building those connections intentionally. When you release teasers and photos, everything ties together cohesively. What’s interesting is how perfectly the title fits, especially with some exciting news I’ll be sharing soon. It all relates to how contractual life has become. Everything feels transactional now – not just business, but love and relationships too. I’m not saying that’s necessarily bad – it just is what it is. The EP plays with this idea that everything has its terms and conditions. It’s important we understand them, whether in love, life, or business – knowing what people expect from us matters.
The overall range of songs on your latest release showcases different emotional tones. How did you navigate these while keeping the EP cohesive?
Each song represents a different clause, tying back to the terms and conditions theme. Straight Line is about that first clause – clarity and submission in relationships. It’s about a woman who finally found someone worth walking that straight line for, even when it’s hard. She’s doing it proudly, like she’s on prime time.
You gained traction on the Voisey app. How did this shape your confidence?
The Voisey app was truly special – I’m not sure what happened to it, but it was incredible. As someone who’s been singing since age five (in church, in college), this was my first real dive into a singing app. What made Voisey unique was its collaborative nature. Producers would upload beats, and we singers could create original pieces with them. Unlike other apps where you’d just cover existing songs, this let me explore songwriting in a whole new way. The community was amazing – I built real supporters there. Most importantly, it showed me that every artist can find their audience. You just need to discover your niche.
How has your agency influenced your music branding?
Working with other artists showed me how many struggle with strategy and resources – things I already had. My agency lets me create the full package – the music plus the visuals and narrative around it. That’s so important because talent alone isn’t enough – you need the whole picture.
How do you balance marketing strategy with artistic freedom?
Balancing both worlds is like walking a tightrope right now. With marketing, I’m always on time—it’s structured, numbers-driven, almost formulaic. But music? That comes from inspiration. It demands a deeper, more creative connection. You’re essentially working two completely different sides of your brain. I haven’t mastered the balance yet—just this week, I had to ask two clients for an extra day (which never happens!). It’s been a hectic week, especially with a major announcement coming tomorrow and a special deal finalizing tonight. Part of me wishes I could share it now—it would add so much to this conversation—but I have to follow the rules. So yes, it’s a constant balancing act, and I’m actively figuring it out as I go.”
What are your music career aspirations?
I aim to create high-quality work—well-written, produced, and presented—with narratives woven into every deliverable. I want to be recognized for both artistry and execution, striving to join the ranks of legends like my idol, Whitney Houston.
Be’n Original
