RS: There's a definite rock feel on the album. Have you been inspired by bands like Scissor Sisters, The Killers, Bravery?
Amber: I'm not really so much into listening to a million other artists. If I turn on the radio and happen to hear a song, I can say that's good or I like that. I'm not the kind of girl that goes out in clubs and dances all night long or drinks or smokes. I have my own little world, my kind of world. I'm in there and I'm doing what I feel at that moment is right.
RS: Talking about the moment being right, you've released this new album on your own record label. What's it like running a whole label by yourself, JMCA?
Amber: Oh it's very difficult, but in the end I call my own shots and I know where the finances are really going. I have a great team around me, that I picked, who are helping me with alternative marketing opportunities and situations and we are on a very, very limited budget. The shows that I work bring in income to finance the project. There are still a few big companies out there that put $5 million towards an artist making sure that they get extreme marketing so everybody within one week knows that a record is coming out. I don't have that option, so for me it's a slow burn approach where I have to continuously do things and perform as much as possible, promoting myself as much as possible to get the word out there. Album sales are pretty steady and it shows that there's just so many more people who do not even know that I have an album out. I'm very hopeful that this will turn out great and I'm happy that I was able to come out with an album that I really can fully stand behind and am artistically happy with. That was my main goal in the first place. I know for some people it's maybe tough to understand because they feel I should only copy myself and I should do another "Sexual" or "Above the Clouds." What people have to understand is that I'm growing as an artist and they have to give me that space.
RS: Is there a song on the new album that's gaining extra special reaction in your live shows?
Amber: The album is pretty fresh so people are very hooked to the songs that have already been big like "Sexual," "Above the Clouds," "If You Could Read My Mind," and "This is Your Night" which are very familiar. When you perform an unfamiliar repertoire, people are listening and they enjoy it, but you see that they still have to take a lot of these things in. Everything is so fresh that I cannot really sense that yet.
RS: This connection with your audience is also happening on your website, amber-mcc.com, where you personally respond to many messages. How important do you think the website has been for your career?
Amber: I think it's very important to connect with fans - that has gotten lost over the past years. People are getting too distant and the artists forget who they ought to be thankful towards. For me it's always interesting to see what their thoughts are and its ends up being good research to see what they like. It's a lot of fun to go from town to town and meet the people and put a face to the name on the message board. If you look at my website, I think it has about three hundred and sixty something thousand hits right now, which is really pretty great.
