Girl Group Flo Discusses Challenges for British R&B Artists

Flo, the London-based girl group, experienced significant early success leading into 2023. Their debut single, “Cardboard Box,” a defiant track aimed at a cheating ex, drew comparisons to the sounds of girl groups like En Vogue, SWV, and Destiny’s Child. Selling 205,000 copies, the song enabled the trio to top the BBC’s Sound Of 2023 poll, placing ahead of Fred Again, and to become the first girl group to win the Brits’ Rising Star prize. Following these accolades, they achieved their first Top 40 hit with “Fly Girl,” which featured a rare guest appearance from the elusive Missy Elliot. Subsequently, a period of quiet ensued. The band’s debut album, “Access All Areas,” was initially slated for release last year but faced repeated postponements. Such delays typically suggest underlying issues, including internal disagreements, personnel problems, or record label complexities. However, Jorja Douglas, Renée Downer, and Stella Quaresma dismissed these common assumptions. Instead, they stated their intense focus was on creating the best possible album, even if it meant their fans had to wait. Douglas explained, “We can’t just release any old piece of music.” She added, “We take it very seriously and, especially for our first album, we want to represent ourselves in the best way with the best message.” Ultimately, this commitment led to the decision to discard a substantial number of completed tracks midway through the recording sessions. This action was taken on the advice of LVRN (Love Renaissance), the US management company credited with launching the careers of Summer Walker and 6lack. Downer recounted, “They came on board during the recording process and they were like, ‘Come on, guys, this ain’t gonna cut it’.” She continued, “It was hard to hear because you become biased [towards the songs you have] but they really opened our eyes to the fact that we could do better.” Downer further explained, “We’re very open to criticism, even if we felt a little emotional at the time.” She concluded, “But then we quickly realised that, OK, this is for the good.” Feeling reinvigorated, they intensified their efforts, traveling across the Atlantic to collaborate with new writers and producers while “filling in the blanks” in their lyrical themes and “honing their sound.” Downer clarified, “It was a long process because it was very detailed.” The extended wait proved to be worthwhile. Released last month, Flo’s debut album “Access All Areas” quickly received enthusiastic reviews. Pitchfork commented, “If a girl group’s main job is to supply harmonies for days and kick out songs that roll around your head like marble, Access All Areas achieves it all,” awarding the album 8 out of 10. DIY described it as “a definitive debut,” while Rolling Stone posed the question, “Are Flo the next great girl group?” In the UK, the album debuted at number three on the charts, making Flo the highest-charting British R&B girl group in 23 years, matching the chart position of Mis-Teeq’s debut album, “Lickin’ On Both Sides.” Douglas stated, “We’re grateful everyone’s enjoying it.” She added, “It feels like our artistry is a bit more real, like we’ve got a bit more credit to our names and we’re moving in the right direction.” From a certain perspective, their success appears to be destined. Since the disbandment of Little Mix, a void for girl groups has emerged in the pop charts. Moreover, given that pop music often follows 20-year cycles, there is a renewed interest in the harmony-driven hits of the 2000s. Flo possesses extensive knowledge of these songs. Although Quaresma stated she “wasn’t even born” when Mis-Teeq reached the top three, all members were raised on the music of artists such as Brandy, Faith Evans, and Mariah Carey. This musical upbringing originated at home. All three members are only children, and each was raised by a music-loving single mother. Their shared backgrounds fostered a unique bond – initially at stage school, where Renée and Stella met, and subsequently during auditions for Flo, when Jorja joined them. Jorja commented, “Being in a girl group is one thing, but finding each other has given it a totally different meaning.” She continued, “I wouldn’t feel the same if I was with two other girls that kind of came from a different background.” She humorously added, “It’s like we’re one person that’s got some kind of personality disorder!” This collective strength enabled them to remain steadfast when, in their early stages, managers attempted to alter the band’s lineup. It also empowered them to advocate for “Cardboard Box” as their debut single, contrary to record label advice. Their immersion in R&B music provided insights beyond vocal harmony, revealing how the music industry, particularly in the UK, often disadvantages Black women. Numerous promising artists, including Jamelia, Sadie Ama, and Raye, have reportedly been failed by labels lacking expertise in promoting R&B to a UK audience. Consequently, others, such as Mahalia and Ella Mai, have concentrated on achieving success in the US, where the genre has more established foundations. Trevor Nelson of Radio 2 informed The Guardian last year, “That’s the music I love the most, and it’s probably the hardest music to sell in this country.” He added, “It just is. It’s always been.” On the album track “I’m Just A Girl,” Flo addresses this specific situation with a dark, electronic beat, singing, “How many black girls do you see on centre stage now? / Yet you wonder why they going to the States now.” Douglas remarked, “I actually think we’ve been pretty lucky, but we’ve definitely seen little comments here and there, or people not being accustomed to the music that we make.” She elaborated, “When we go out in the UK, people love R&B, but I think people who make the decisions in the industry in the UK aren’t so familiar with it. So I think it can make people feel a little bit unappreciated.” Downer asserted, “I think what sets us apart is that we speak about it.” She added, “We’re all thinking it, all the R&B artists in the UK. We’re not content with making music and it reaching fewer people.” Quaresma further stated, “We’re very happy that we’re starting to be seen as the catalyst for change,” but acknowledged, “but it’s obviously a problem.” Presently, the trio is navigating the industry strategically. The initial single from “Access All Areas” was “Walk Like This,” an undeniably catchy track with a pop appeal rooted in R&B. Subsequently, they aimed for urban radio with the smooth, intricate rhythms of “Caught Up.” Downer explained, “We’re constantly doing a push and pull between ‘this is a bit more pop-leaning,