For Flora Fiora, there was no obvious route into the music industry. Growing up in Chedworth, a small village in Gloucestershire with no music venue, she was far removed from the traditional places where aspiring artists might find a scene, a network or a way in.

So she created her own.

The indie-pop singer-songwriter has built a career independently, amassing more than a million streams and earning ongoing support from BBC Introducing before signing with Right Tracks, the boutique label and publishing venture founded by Chrysalis co-founder Chris Wright.

Now, after recently enjoying a KOKO Studio Session and BBC Introducing airplay for her single ‘Getting Out’, Flora Fiora is taking another step forward with her new single ‘Mad In The Head’.

The song explores the uncomfortable moment when instinct tells you that someone you thought was a friend may not have your best interests at heart. It is a deeply personal subject for an artist who describes herself as “overly emotional and a tad extroverted” and uses songwriting as a way to express feelings she might otherwise struggle to discuss.

“I always want to show the most vulnerable and emotive side of myself,” says Flora. “‘Mad In The Head’ explores a side of my music I think I’m yet to show.”

Written solely by Flora Fiora, the track was produced by Mike Batt, known for his work with Katie Melua, and Luke Batt, who has worked with the Jonas Brothers. Musically, it captures the uncertainty at the heart of the song, moving from tense, nervy verses into a dramatic indie-pop hook that finally lets the emotion loose.

It is also a sign of where Flora sees her music heading next.

“I’m really looking forward to my music going in this direction,” she says. “I think we’re in for an emotional rollercoaster over the next few weeks!”

That willingness to embrace the emotional extremes is central to Flora’s appeal. Her music can move from sparse indie-folk to full-throttle pop-punk, drawing on the energy of Olivia Rodrigo, the drama of Florence + The Machine and the storytelling of Taylor Swift. Her background in theatre adds another dimension, with an already larger-than-life personality becoming even more magnetic when she performs live.

But behind the ambition is a story that will be familiar to many young artists outside the traditional music hubs.

Chedworth may have been a long way from London’s venues and industry offices, but Flora refused to see that as a reason to wait for an opportunity. Instead, she wrote songs rooted in her own experiences, developed her audience independently and built momentum one step at a time.

That journey has now taken her from a village with no music venue to KOKO, BBC Introducing and a new deal with a label carrying the name of one of the British music industry's most influential figures.

Both ‘Getting Out’ and ‘Mad In The Head’ will feature on Flora Fiora’s forthcoming EP, due later this year and marking her first release under the Right Tracks deal.

For Flora, though, the bigger ambition goes beyond her own career. She wants to show that where an artist comes from should not determine how far they can go.

The next chapter is already taking shape, with live dates across Gloucestershire and beyond, including Beautiful Days Festival in Devon and shows in Cheltenham, London, Chippenham, Cirencester and Stroud.

The village girl who had no obvious route into the music industry has made her own route. And with ‘Mad In The Head’, it looks like Flora Fiora is only just getting started.

Author: Andrew Braithwaite

Andrew is the founder and chief editor of Music Talkers. He's also a keen music enthusiast and plays the guitar.