Interview: Ontario’s Em Armstrong is Loud, Campy & Completely Herself on Powerful Alt Track “Unapologetic”

Alternative artist Em Armstrong returns with “Unapologetic,” an edgy, powerful and campy new single that refuses to shrink, soften or explain itself. Honest, upfront and full of attitude, the track is a rallying cry for anyone tired of apologizing for who they are.

At its core, “Unapologetic” is about self-acceptance in a world that often rewards conformity. “It’s for anyone who’s sick of having to apologize for being themself,” Em explains. “People are so caught up in trying to be something they are not, which in turn makes them frown upon people who are comfortable in their own skin and being themselves unapologetically.”

That message of self-possession runs through every part of the song. One of Em’s favourite lines, “twisted copacetic,” captures the spirit perfectly. Playful and sharp, the lyric flips the meaning of “copacetic” on its head, suggesting that everything might be fine, just not in the way people expect. It’s a small phrase that says a lot about Em’s perspective: embracing what feels true even if it doesn’t fit neatly into anyone else’s idea of order.

“Unapologetic” also marks the beginning of a new chapter. Following the re-release of “Maybe Probably Never,” the single sets the tone for where Em’s music is headed next. “As always, we’re keeping it honest, upfront and real,” she says.

The track carries the same unfiltered spirit that defines Em’s wider body of work. Her songs are meant to feel like a safe space; a place where listeners can show up exactly as they are. “There’s only one ‘you’ in the world,” Em notes. “Better to be that person than someone else.”

A key part of bringing that vision to life was the trust of collaborators LESS KILLJOY and Lucky West. “They let me make it my own,” Em says. “I feel so unapologetically me.”

1. What did you enjoy most about the creation of this new release?
The collaboration between myself and my producer was sick! When we started working on the song, it was just a deep dive of “okay let’s do this and change this, take this part out” until it felt really good. Something that I’m learning to do as a solo artist is trusting my instincts more and I really tapped in while producing it!

2. Share a nugget of advice that has resonated with you most over the years.
Something my dad always says to me is “How do you get to Carnegie Hall? Practice.” Things are never handed to anyone, you have to work for it, and how do you put in that work? Practice.

3. Who would be your dream artist/band to co-headline a tour with?
Hayley Williams, no question! She is my biggest influence both musically and as a performer. She’s so effortlessly cool and an amazing storyteller and if I ever got the opportunity to work with her, I’d ensure we write something crazy!

4. What sets your music apart from others in your genre?
As the song suggests, it’s very unapologetic. I’m not afraid to be myself, this has actually been the most freeing experience, being a solo artist and my music reflects that. I’m going to talk about things others might be nervous to do and not apologise for it. I have a lot of big feelings regarding relationships, life, the world and I think it’s important, as artists, to share these big feelings cause there’s tons of people dealing with the same stuff. One song, one message could connect with someone and make them feel seen and that’s what I intend to do with my music.

5. Tell us what your favourite song is at the moment and why.
This is such a hard question… something I’ve been really vibing with recently is Adam Lambert’s “Whatya Want from Me.” He’s also got new music coming out and I’ve just been going through his discography in anticipation. His music just makes you wanna dance, which I think people of the world need to do more of!