MAGS' New Album 'Herified' Exclusive Interview

Today, we’re sitting down with Copenhagen’s independent pop powerhouse, MAGS, to dive into the kaleidoscope of sound and emotion that is her brand new album, Herified. Out on September 5, the eight-track record is a bold, colorful celebration of queer identity, radical self-love, and the electrifying highs and lows of big, messy, magical love.

With shimmering electronic pop and heartfelt ballads, Herified is MAGS’ most personal work yet, a vibrant sonic diary that charts her journey from self-doubt to self-acceptance. Its lead single, “blue,” captures the uncomplicated joy of falling in love, but the album reaches far deeper, painting a full emotional spectrum of what it means to come out, come forward, and fully come into your own.

In her own words, Herified is “the sound of fascination,” a bold new verb, coined by MAGS herself, that encapsulates not just love for another, but the powerful act of truly seeing and embracing yourself.

You’ve said Herified is about transforming emotion into action. What was the first spark that made you want to turn those private feelings into an album?

It was an uncontrollable desire to share the greatest love I have ever felt. Being in a healthy and happy relationship with the woman I love has really given me a lot of confidence (not only in songwriting but in life) in myself and love, and I want to share that. Want to scream it from the rooftop type of love, haha.

The word “Herified” is so unique—what does it mean to you personally, and when did it click that it should be the title of the record?

I love to break the barriers of what words can say as a way to come even closer to precisely how I feel. Just like I did on my latest EP, that is called “happimess” and not happiness. With Herified, it came to me early in the process as it totally reflects where I am in life at the moment and what this album stands for.

“Blue” captures the joy of love so beautifully. Why did you choose that as the lead single to introduce this new era?

Thank you! “blue" literally sounds like falling in love to me. Not only is the theme of the lyrics (being so in love that you want to know every single detail about someone) so quintessential to falling in love, but I also find the melodies and soundscape to capture the feeling perfectly. Furthermore, I picked this as the album single as I really want this album to be sent off with such positive vibes, as that is exactly what this album feels like to me. It is a pride-filled celebration about coming out and coming together.

Growing up without visible queer, female role models shaped you deeply. How does it feel to now be that representation for others?

I think representation is key in all aspects. I hope that by always being so authentically myself and using my platform and art to share what that looks and feels like, that some girls and women feel seen and, most importantly, feel inspired to do the same themselves, whatever their authentic self may look like to them. I back them 100% in that.

Across the album, you weave diary-like honesty with vibrant pop production. How do you balance being vulnerable while still making music that feels joyful and empowering?

This is a great question. I think that sometimes the vulnerability of my lyrics are only possible because I choose to make the soundscape joyful. Contrast is key. You need the silence to hear the noise.

You talk about love in all its forms—euphoric, messy, heavy, sexy. Which song on the album feels closest to your heart right now, and why?

It’s like picking between your children, so it almost feels impossible, haha, but right now, as I am sitting on my couch, talking to you I would say that “what movies are made of” is very close to my heart. I was playing it on my guitar earlier, and it just holds such a special place in my heart. One of my best friends, Sofie (who also happens to be a creative genius under the artist name Dopha), produced the song. It has been such a magical experience to have her creativity on this album. I couldn’t be more proud or excited to share the song with the world.

Sonically, the record flows between quirky electronic pop and big anthemic ballads. What guided your sound choices for this project?

My gut and Andreas Bendix Wilson (main collaborator and main producer on the album), haha. I always felt like I had the tone for the story and feeling, but then it was in close collaboration with Andreas that each song got its sonic home. It is quite a crazy and intense process to write an album. Andreas and I started on this project almost 3 years ago.

So before Sofie Daugaard and Nicholas Kincaid (who produced the final two songs on the album) joined the project this year, it was just Andreas and me. I actually want to take this opportunity to say just how much respect and admiration I have for Andreas and the way he works. This is an industry about real human emotions. I am beyond lucky to have worked with someone who did not take that responsibility lightly.

Can you tell us about a moment in the studio where the music suddenly clicked and you knew you had captured the feeling you were chasing?

When writing “one thing straight”, we had so much fun! I had had the concept for a while, but I knew that it needed a particular tone. Somewhere between serious, sassy, and funny. We ended up writing it on a hot summer day in one sitting, and I loved every second. It was such a safe space to write this with Sofie and Nichola, and I really don’t think I have ever laughed so much while writing a song. I think back on that day in the studio so fondly.

Pride and queer joy are central to Herified. How do you hope queer listeners in particular will connect with this record?

Exactly the way they want to connect or not connect with it. I think there are lots of expectations on the queer community. That we have to have certain opinions, wear certain things, act a certain way, and I don’t believe that any person, be it queer or not, thrives if they feel weighed down by expectations. So with this album, it is my love letter to myself, the woman I love, to all the women who were there along the way. I would smile at the thought of an anthem like Herified being played in rooms full of women making out with women, but what I really hope for is that someone out there feels seen.

Finally—if Monet had his lilies and you have Herified, what do you think you’ll still be exploring as an artist 200 songs from now?

I hope that I will still be exploring all parts of my emotional life, my thoughts, and my feelings.

Herified is a reclamation, a celebration, and an invitation to feel deeply and love freely. Through its honest lyrics, genre-blurring production, and unapologetically queer lens, MAGS offers more than pop music she offers representation, visibility, and a powerful reminder that love, in all its forms, deserves to be sung out loud.

Make sure to stream Herified, out September 5, and listen to the lead single “blue” wherever you get your music. And if there’s one message to take from MAGS’ vibrant new chapter, it’s this: Love has no gender, but it definitely has a soundtrack.