Digital cover #14: NYK and Ashley Lau redefine creativity in CHANEL Coco Crush
Watch the duo shine bright as they carve their path by seamlessly blending their diverse passions into multifaceted careers.
In today’s vibrant creative landscape, having one career path is no longer the norm, as pursuing multiple passions is seemingly becoming the new standard. Enter L’OFFICIEL Malaysia’s July 2024 digital cover stars — Ashley Lau and NYK — who exemplify this dynamic trend. While the former is a content creator who’s honing her skills as a DJ on top of being a tattoo artist and an entrepreneur, the latter is a singer-songwriter who is also pursuing his passion as a model and a chef.
Effortlessly blending their diverse talents into one-of-a-kind professional paths, the multifaceted duo perfectly embody the essence of the CHANEL Coco Crush collection. The pieces, including earrings, ear cuffs, necklaces, bracelets and rings, are defined by the House’s signature quilted pattern. Eye-catching yet refined, they don’t only symbolise the varied nature of modern luxury — they also transcend gender and style.
Below, we speak to NYK and Ashley about their career growth, their thoughts on their respective industries, and, last but not least, their personal style.
NYK
Can you walk us through your creative process when writing and producing a song?
My creative process is flexible; it can start from a melody while I’m in the car, a beat I’m making in the studio… Anything can be an inspiration, but it always starts from my personal experiences in life.
You released your album The Draw recently. Which track is your favourite and why is it so special to you?
It has got to be Exist/Exit. I think it perfectly summarises the lowest point in my life while being fully self-aware that I was equally responsible for bringing that upon myself. It’s the most honest song I’ve ever written.
Two of your songs — NO 808 & AAA — went viral in China a few years ago. Have you ever felt the pressure to keep up with that level of virality?
Never. I think it’s fun and surreal to go viral and see people appreciating my music globally, but I’m doing this for the music first, and everything else after. It keeps the process pure.
In another interview, you mentioned that you’re not an ambitious singer. What does ambition mean to you?
This is somewhat tied to the previous question. Ambition means pursuing greater heights in my career; going on tours, selling out tickets, and hitting millions of streams. I’d like to have those but I honestly love music too much to bother focusing on marketing and selling myself online.
What has been the most memorable performance or moment in your music career so far?
AAA went viral while I was on holiday in Tokyo. It was hilarious; I never had my phone blow up like that before. I suddenly had to film videos because I wanted to thank China for supporting me — so there I was standing outside a random street in Meguro speaking Mandarin to a camera. The locals probably thought I was making a TikTok.
What’s the biggest challenge about being a singer in Malaysia?
It’s the restrictions on art. We’ve never had much support as artists here. That is understandable as I’m sure there are other priorities for this country right now, but festivals being cancelled and a lack of financial aid does bring a huge challenge to local artists.
How do you view the current music scene in Malaysia? Are there any changes you’d like to see?
I’d like to see more financial support from our government, and I’d like to see more musicians utilising social media to the fullest to build their brand as artists. I don’t feel comfortable constantly churning out content but I don’t deny its effectiveness.
Let’s talk about fashion. Describe your style in three words.
Subtle, relaxed & confident.
How would you describe your style when it comes to jewellery?
I like very understated jewellery with maybe one standout piece at most. I chiefly stick to plain silver chains and simple rings. I don’t dress to be loud — some people do that way better than I ever can. I prefer to just feel comfortable in whatever I put on.
Who is your current musical crush?
Charli XCX.
You released your first single in 2017. It’s been 7 years now — looking back, is there anything you would have done differently in your career?
I wouldn’t have joined a record label. It was a waste of time.
Aside from being a singer, you also work part-time as a chef and a model. What do you enjoy most about each profession of yours?
I love everything involved in those jobs. I love music, the culinary arts, as well as modelling. Modelling to me feels like a gentler version of acting, which I used to do (I was in theatre before starting music).
What’s your ultimate goal for your music career?
I’d like to do shows around the world. They don’t have to be big but I’d love to see people come to my shows in London or Tokyo, far away from home.
What can your fans look forward to in the near future?
Another album is already in the works.
Ashley Lau
You started being a content creator very early on thanks to your sister, Jane Chuck. How has your approach to content creation and engagement with your audience evolved over the years?
I experimented with different types of content to understand what resonated best with my audience. Currently, my focus has shifted towards creating DJ content.
Aside from being a content creator, you’re also a DJ and a tattooist. How did the career progression come about?
The progression into both careers came about through a passion for music and art. Both paths have allowed me to express creativity and connect with people in meaningful ways, making them fulfilling full-time careers for me.
You also dabble in a few businesses with Drink Potent, Cultured and Pretty. What are the best and worst parts about pursuing a diverse career?
The best part is getting to engage deeply in multiple passions which keeps work interesting and fulfilling. However, juggling careers can lead to exhaustion if not managed well. Maintaining a healthy work-life balance is crucial for sustaining long-term success.
Who were your biggest influences growing up, and how did they shape your diverse career path?
My family and the people who are around me have constantly supported and encouraged me to explore diverse interests without limitations. They fuelled my passion and encouraged me to pursue all the different paths with creativity and dedication.
How would you describe your DJ and tattoo style?
I play techno and house. As for tattoos, I only do anime fine-line style.
What do you enjoy doing on your days off?
In my free time, I do Pilates, read books, swim, spend time with my dog and watch anime!
Let’s talk fashion. Define your style in three words.
Versatile, adventurous, evolving.
How would you describe your style when it comes to jewellery?
Understated elegance with a touch of uniqueness. I prefer pieces that are minimalistic yet distinctive.
What’s your most memorable DJ gig so far?
It has to be the New Year’s Eve countdown party at TRX.
Who is your current musical crush?
Lilly Palmer.
What advice would you give to someone looking to pursue a multifaceted career like yours?
Follow your passions, manage your time wisely and keep learning.
What’s the most valuable lesson you’ve learnt from juggling multiple careers?
The importance of prioritisation and focus. It’s essential to allocate time and energy efficiently to each career to maintain quality and progress.
What are your long-term aspirations for your career?
In the long run, I aspire to excel in both DJing and tattooing, build a strong reputation, expand creatively and possibly mentor others in these fields.
Credits:
Photography Nelson Chong
Creative direction, styling & words Joan Kong
Makeup Chu Fan Gan
Hair Juno Ko
Manicure Rachel Yap / POSH Nail Spa
Styling assistant Amelia Tan
Photography assistants Bernard Chong & Siang Lun
Talents Ashley Lau & NYK
All jewellery CHANEL Coco Crush collection
