The 24-year-old multi-instrumentalist found fame on TikTok with her nostalgic songs. But her dedication to her followers may be holding her music back.About 20 minutes into her set at Town Hall on Wednesday night — the first of two sold-out shows at the Midtown Manhattan theater — the nostalgic TikTok star Laufey put down her hollow-body electric guitar. With her hands free, she started singing “Dreamer,” the barbershop-pop tune that opens her second album, “Bewitched.” As she moved across the stage, she struck a new pose for each line: bending forward at the waist, as if to share a morsel of gossip; leg straight, hip bent; head turned sideways, as if mid-sigh.The act of posing is a key component in the Laufey equation. So is the big sigh.If you are one of the millions who have fallen for Laufey (pronounced LAY-vay) in the past 12 months, you are probably online enough to consume a good deal of your music through 15-second video clips; young enough to feel powerfully seen by a song about the catastrophe of a crush; and only vaguely aware of the midcentury pop repertoire that she so precisely draws upon.Laufey Lín Jónsdóttir, 24, is a cellist and multi-instrumentalist who grew up between Washington and Reykjavik. Half-Chinese and half-Icelandic, she is a third-generation musician, and as a youngster she often tagged along to her violinist mother’s orchestra rehearsals. She studied music business at Berklee College of Music in Boston, and when the pandemic sent students home, she returned to Iceland and began posting videos of herself covering tunes by Billie Eilish and Chet Baker — always in a throwback style swelling with overdubbed vocal harmonies and jazzy acoustic guitar. (Mind that word, jazzy. We’ll come back to it.) Amid the pandemic, this content was a comfort, and a following developed fast.Laufey likes to remind interviewers that she considers herself “old-fashioned.”Maansi Srivastava/The New York TimesLaufey’s vibe is somehow both hopelessly nostalgic and ideally suited to our extremely online world, where huge feelings are best delivered in Pop Tart-size bites. Almost everything except her lyrics — which sometimes mention social media, or the disappointments of digital-age dating — would have sounded at home on the American radio waves between 1940 and the mid-1960s, before the Beatles and the Stones started breaking the rules.Before 2020, Laufey hadn’t written much original music, but as a talented, classically trained musician, she discovered a knack for piecing pleasant parts into a satisfying whole. (The jazz musician and YouTuber Adam Neely in September released an erudite explainer of the science of her music, and he had little trouble decoding its DNA.)One of the first original tunes Laufey wrote was “Street by Street,” which she recorded with the help of a music production major living across the hall, the day she left Berklee’s campus for lockdown. That song became popular in Iceland, and then all over the internet. It showed up on the EP that she released the following year, “Typical of Me,” which pulled some yellowy pages out of the old jazz and bossa nova books, but also felt lodged in a wishful dream of Laufey’s own making. With an unfussy drum machine sound and a Corinne Bailey Rae-adjacent grooviness, there was something distinct and precarious about this music. Like most of us in that moment, it wasn’t sure where it stood or what the future held.Since then, you could say that her process has become subsumed into her profile. She now has over three million followers on TikTok, plus another two million on Instagram, and her feed has gradually turned into a kind of direct-to-fan service. Putting a premium on relatability, posting almost daily, Laufey — who writes music primarily with the composing partner Spencer Stewart — says that her followers dictate much of what she writes and covers. When someone asked her to write a song about being a love interest’s second choice, she came up with “Second Best,” a doleful and catchy but hard-to-place tune from “Bewitched,” on which she laments, “You were my everything/I was your second best.”Onstage at Town Hall, Laufey sang in front of a dark-blue drape dotted with little stars and a set of big movie-set spotlights. It looked like a set from “La La Land.” (A follower recently said her music sounded “like if La La Land had a sequel”; she loved this feedback.) Joined by a four-piece band and a string quartet, she alternated between guitar, piano and cello, playing each one with an expert’s touch. She motored expediently through a set that fit 17 songs into almost exactly 75 minutes (not including a short encore).About 70 percent of the audience was in their 20s, but there was also a significant contingent of older listeners who seemed grateful to see that Laufey’s pleasant, everyday-can-be-Christmastime aesthetic had caught on with a younger crowd. We live, after all, in messy and anxious times. Laufey’s amalgam of bossa nova, romantic pop and show tunes is here to reassure us that, yes, some old standards do still apply. (Mid-set she played “I Wish You Love” and quoted “Misty.”)Laufey says that her followers dictate much of what she writes and covers. Maansi Srivastava/The New York TimesLaufey likes to remind interviewers that she considers herself “old-fashioned,” a term that, on her lips, sounds like it’s splitting the difference between quirky and virtuous. She talks often about her love for Chet Baker and Ella Fitzgerald, and their influence is obvious. But the swooning syrup of her voice has a lot more to do with, say, Patti Page, the grande dame contralto of the 1950s, known for “Tennessee Waltz” and “(How Much Is) That Doggie in the Window?”None of this is necessarily a problem. But it can be off-putting to hear Laufey (and her now formidable P.R. apparatus) proclaim herself an ambassador of jazz, a genre that she says has been “gate-kept” by an older crowd. “Jazz music was created in the first place as kind of like a deviation from rules, and something that was meant to be free and for everyone,” she told the podcast host Zach Sang recently. “So the fact that it’s become something that feels like it isn’t for everyone is kind of sad, actually. And I think is the death of the genre.”Equal access, openness, nonjudgmentalism. All important. And yes, it’s possible that her music will bring some listeners to the very much alive and wide-open creative landscape that is jazz. But Laufey — who does not improvise on her instrument, play music with even an ounce of swing rhythm or engage with the chancy collaborative spirit that is the real joy of jazz — is not the music’s ambassador. She is, in fact, making a kind of antiquated radio pop and calling it jazz — precisely the kind of thing that holds the music back, and leaves casual listeners confused about how jazz could possibly still be relevant.Meanwhile, there is a bumper crop of young, alchemical jazz singers who are smartly engaging with the past, reinventing it in the present, and trying to figure out how its values might translate in our increasingly isolated, digital future. Samara Joy, who won the Grammy for best new artist this year, knows what it means to celebrate the classics while pushing ahead. Esperanza Spalding has been doing it with peerless creativity for over a decade, and she too has caught on with young people by the millions. Melanie Charles’s live show is bold and joyous and well-crafted, but anything but careful or predictable.The biggest tell at Town Hall was how Laufey played her own tunes: more or less exactly as they appeared on record. It seemed not unrelated to her process on social media: When your followers are dictating what you make next, then you’re trapped in a loop of familiarity. What’s known of you is also what’s expected, and that becomes what you make. To take her music to another level, Laufey may want to take a cue from Mitski — a musician she has covered and for whom she’s expressed admiration — and log off for a while. More
