23 Feb Modeling, Fashion & Music with MADDS

Modeling, Fashion & Music with MADDS

By George Ferris

*This interview is older and was in our Issue 66 magazine.

Madison Louch, aka MADDS, is a South African-born, L.A.-raised, DJ and producer. Her style leans towards the full melody and deep beats of seductive house. She delivers party anthems who’s lyrics and themes leave no questions as to their meaning. MADDS’s seductive sound shouldn’t come as a surprise, since MADDS is also a well-established model.

Just don’t let her good looks fool you, there’s a lot more to MADDS than a pretty face. Madison dreamed of being a DJ since the age of fifteen. Since that’s not a reasonable goal for a young girl, she became a world-class model instead. We can’t all have such cool fallback careers, but we can at least appreciate the journey DJ MADDS has had to take to get to where she is today. 

After touring Europe and hitting all the big shows like EDC and Coachella, MADDS was named one of the top ten women in EDM. Since then she’s been adding to her repertoire, putting out hot sets, and releasing a few singles of her own. The most recent of which, “Never Forget,” also features a music video in which MADDS and her friends model her bikini line AKOSHA x MADDS. I had the distinct pleasure of interviewing MADDS about her career, both past and present, as well as her future plans. Scroll on to learn more!

How did you get started modeling? What is one thing modeling has taught you about yourself? Did it prepare you to become a performer in any way? 

I started modeling as a child. My mom represented the Barbie brand globally. Fun fact, during her time with Barbie, she got pregnant with me so they decided to give Barbie a baby sister named Kelly, which is my mom’s name! 

With all of her experience, my mom represented me during the early stages of my modeling career. It was so, so, helpful because I had someone truly looking out for my best interests personally and professionally when I was at such a young age and wouldn’t know otherwise. 

Modeling taught me that being healthy and being kind to yourself portrays the best version of yourself in media and print. Modeling did help me become comfortable with being in new settings constantly and meeting so many new people. It also taught me how to be professional in a business setting, as well, which are really important lessons and cross over to the music industry.

What is one of your favorite, and least favorite, memories from modeling? What makes them stand out? 

My favorite memory from modeling is being able to learn a lot and evolve my own personal style and look while also allowing my personality and mood to come through my selections. I am more vocal about saying what I like and don’t like. It shaped me into who I am today. 

My worst memory from modeling is having to wake up super early and go into full glam all the time and then being too tired to take it off, so I would just sleep with a full face of makeup on (LOL). I love makeup, but I prefer more of a beach glow and natural look. However, when you’re shooting for a brand, they have more input on the looks they’re going for and they typically get their way!

Did you learn production while you were modeling and who were some of your mentors early on? 

In a way, yes. Modeling has always been natural to me since I’ve been doing it from such a young age. As for music production, that did not come as easy, so it was actually exciting because I saw it as a challenge and I wanted to fully dive into that world and industry. I do music full time and adding my modeling background into that world with artwork or music videos keeps me sane and creative. It mixes all of the things I love! 

How did you go about making the transition from model to DJ? 

I started DJing around fifteen years old, and mostly just doing it for fun while I was modeling. After a couple of years and with more experience, I started to collaborate with more artists. I then got comfortable enough to fully dive into such a male-dominated field. I have always been DJing however, just no one really knew about it because I was still full-time modeling. 

What have been some of the biggest challenges you faced becoming a DJ? What about them was so difficult and how did you overcome them? 

One of the biggest challenges I’ve dealt with was having a lot of men question my capabilities and allowing them to get to me and start doubting myself. When there are a lot of negative comments it tends to get overwhelming. 

I used the doubts and negativity as fuel to work harder, be better, and blow their expectations out of the water. When I wanted to give up, I pushed even harder and now I am here today super proud of myself. 

What was it like performing in your first show? Did it live up to your expectations? Would you change anything about it if you could? 

I was very nervous for my first show. It wasn’t the best show I’ve done, but I learned a lot from it. Even though my nerves were present, the feeling of fulfillment totally offset it. I knew that this was what I was destined to do in my life. If I could change anything, I would have definitely tried to relax more before my show, rather than let my nerves get the best of me. 

It’s been a little over a decade since you decided to become a DJ. What do you think the fifteen-year-old version of you would say if she could see you now? What are some ways you’ve surprised yourself?

“Thank goodness you stopped listening to others and started trusting yourself.” I’ve surprised myself with how far I’ve come and how many sleepless nights I’ve had to get to where I am today. I truly love my job.

When did you realize you were ready to share your own music with the world? 

I knew I was ready to share my own music when I would collaborate with other artists, and saw the crowd’s reaction. Getting recognition for my creative skills was important to me. When I would see tracks that I worked alongside other producers and artists play at events, I wanted people to continue enjoying their time while listening to my music, as well. 

How would you personally describe yourself? How would you describe your music? Does your personality match your sound or are they different? 

I would describe myself as someone without an off button. I’m energetic, caring, and funny! I’m maybe even the funniest person you will ever meet! I always like to show my personality and emotions to the fullest whether it’s by meeting people personally or through the music I create.

“Walls” is your only track to feature a rapper in it so far, Taylor Bennett, the brother of Chance the rapper. Why did you choose to feature a rap verse and a regular chorus in this song? Why reach out to Taylor Bennett specifically? 

“Walls” was an emotional song for me. I wanted the storyline to be between a woman and a man to make the song more emotional. I sent Taylor the track, he sent back some vocals, and it ended up being one of my top favorite songs. I’m not going to lie. I still listen to that song whenever I’m in the feels.

Who are three other rappers you would want to work with? What about their style or sound do you think would complement your own? 

In a perfect world, it would be Mac Miller, Kid Cudi, and Drake. In this generation, you see a lot of hip hop and country artists working with EDM producers. It’s nice to see some branch off while keeping to their sound but also for EDM producers to flow with hip-hop sounds while bringing their flare, too. You get the best of both worlds. 

What was your first tour of Europe like? Did it live up to your expectations? Was it a learning experience? Have you changed anything about your tour routine since then? 

My first tour in Europe was the biggest blessing and eye-opening experience I have ever had. I didn’t have any expectations going into my first international tour. It was a major and super important chapter in my life. If I could go back in time, I’d want to take in every moment that I had all over again. 

I 100% changed. It’s funny that I didn’t notice I changed my routine until I was around my friends. On the road there’s a certain way that I pack, unpack at the hotel, decompress, and everything. I adjusted my life to being on the road. I find myself not struggling to wake up for early flights, getting to the next place, where my friends have not exactly mastered how to move on from their hangovers (HAHA)! 

What were three of your favorite venues to perform at so far? What gives them that special connection to you? 

Papas at Beer in Rosarito, MX which is my second home so it will always be my all-time favorite. 

Live Out Festival in Monterrey, MX because everyone that I meet in this city from the airport to hotel, to the venue, to the fans have been so loving and uplifting. These kinds of experiences are the best and remind me of why I do what I do.

Medusa Festival in Valencia (Europe) was one of the biggest crowds I have ever played. My friend and YouTuber, Jay Alvarez and some of his friends came out to do a video at the show. They already had come to some of my other shows, but having them at this one specifically was such a proud moment. Having my friends around me, and doing what I love at the same time. 

However, it’s really hard to choose just three because I’ve played tons of shows all over the world and can’t wait to play more!

What has been your least favorite place to perform so far? What made it so bad, and what would it take for you to go back again? 

I try to make the best out of any situation and perform at 110% no matter where we are in the world or how big or small the venue might be. Sometimes you run into issues with sound, or my laptop overheats, or whatever problem could come up, so you just have to roll with it and still make it the best time for people at the show. So no matter the circumstance (and I don’t want to name names!), I learn from every show and always do everything in my power to make sure my fans are never left unsatisfied.

I’ve heard you brought your mom to see an EDC show. What was that like? Have you brought her to see one of your shows yet? What did she think? If you had to choose, what concert would you bring her to next? 

It was a funny and weird experience because I got her a pass for the last day but I couldn’t find her all day. Somehow she ended up on the Main Stage with Calvin Harris wearing a bunch of kandy bracelets. She said she felt like a unicorn at the show because she felt like the only parent out there at the time. 

I am super lucky to have her as my mom and for her to be there with me and be so supportive in everything I do. I will definitely bring my mom and dad (best party parent duo) to my new residency in Vegas at Resorts World 1000%!

Where are you most excited to perform next? Why do you want that stage in particular? 

It is difficult to pick just one event to perform! I am so happy to be back on the road and performing again. It’s been so long and I can’t wait to feel the energy, play some new music, and connect with people again. Give me a few months and I will let you know my favorite after my Endless Summer Tour!

Unless I’m mistaken, your line with AKOSHA is your first work as a clothing designer. Are you looking to continue working in fashion? If so, what would you like to design? Are you thinking of doing more bathing suits or something new? 

Yes! I will continue working in fashion. I have a crazy creative mind that also comes with a perfectionist side. I just love the creative process in the fashion industry and creating wearable art. I will definitely do more bathing suits down the line and I want to venture into clothing and possibly jewelry. Honestly, I watch too much Shark Tank so I might come up with a new invention while I’m at it!

Do you feel any connection with your birthplace, South Africa? Do you ever visit, or try to incorporate any of its styles? 

Being born in Johannesburg along with the way my parents raised me has definitely kept me grounded and driven. I last visited South Africa about five years ago. I still have family over there and plan on going back to visit soon. Part of my bikini line was inspired by China that my grandmother used in South Africa! I love listening to South African music. I love black coffee! Everything I live by has definitely been all thanks to my mom and dad for making sure to keep a piece of South Africa close to home in California. I’m proud to be from South Africa. 

What is one thing we haven’t discussed you want your fans to know about you? 

I have had a lot of ups and downs in my life and career. Situations, no matter how big or small they seem still can have a huge impact on you and how you live your life. Sometimes just venting about it can help you feel better and feel like you’re not alone. I check my DM’s every day, so if my fans ever need someone to talk to, reach out and I will try to be there for you as much as you’re there for me!

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