Earlier this year, we connected with Reno’s own music producer, singer, virtual music festival founder, and mental health advocate, Era Lø.
We chatted about her background in social services and how this experience has informed her artistry as well as about some exciting events she’s been working on all summer, including her very own virtual music festival, which is scheduled for September.
Coming up this month, Era Lø will be performing at Cypress in Reno as part of a Fem DJ Showcase on July 20, as well as during a benefit stream for Palestinian Families on Twitch on July 27.
Without further ado, let’s dive in.
A Chat with Era Lø
AM: Thanks for chatting with us! Would you please take a moment to introduce yourself to our MendoWerks readers?
Era Lø: Hola Mariposas! My name is Ashley Linette Loera, and I go by the artist alias, Era Lø. I am a multi-genre EDM producer based in the Biggest Little City–Reno, Nevada!
Not only am I a music producer, but I am a vocalist, songwriter and DJ as well.
E: I started producing music in college at the University of Nevada, Reno at the age of 21 and have been hooked on it since! 
It was during my [undergraduate studies] that I absolutely fell in
love with electronic music. I was captivated by anything and everything relating to EDM and that spark of interest lead me to learn how to produce EDM and DJ.
I was studying psych at the time because I had previous aspirations to become a therapist, but music was calling to me in a way that no other passion has; I graduated with my degree in psychology from the University of Nevada Reno, with an emphasis in substance abuse treatment & prevention in 2018. From there I pivoted my focus completely to Music and Healing myself. It’s been one of the best decisions of my life, thus far.
It was during this time that I felt a strong pull towards learning how to produce music and first started on an outdated version of Fruity Loops on someone else’s laptop. First, I learned how to develop drum loops, which then lead to learning how to record my own vocals. My curiosity and increasing passion for my craft led me to apply and attend the ICON Collective College of Music in 2020!
Although I didn’t graduate from ICON, I still had an incredible experience, met other passionate and talented artists that I still keep in touch with today, and had a blast learning from industry professionals and leaders.
AM: That sounds like quite the experience!
E: My experience there was truly invaluable and unbelievable.
AM: What have you been up to since then?
E: [More recently], I have had some insane opportunities to showcase my craft as direct support for BASSFACE this past January and have been planning and performing events in the Northern Nevada area. I am excited for what’s to come and so grateful for music, the people that I have connected to along the way and the teachers that I have learned from along the way.
There’s more to learn and to experience and I can’t believe I get to do this.
AM: How does your background in mental health impact your artistry, if it does?
E: Music Production energizes me in a way that truly brings incredible value to my life and from a mental health standpoint, has provided me with an outlet to express myself and grow interpersonally, as well as professionally.
I am passionate about mental health support and suicide prevention awareness. My personal experience led me to start and run my own virtual music festival called Lifeline Virtual Music Festival. All proceeds for this event go towards the 988 Suicide Prevention Lifeline and event fees!
This September will be my third year running the event and I am so eager to showcase the incredible talent the underground offers. Aside from producing music, DJing, and floral designs, I am incredibly passionate about giving back to this community and shedding light on truly deserving and passionate artists in the underground scene.
We already have an insane pool of applicants this year!
This year’s event will stream on Twitch from September 13th-15th! Please follow Lifeline Virtual Music Festival on [social media] for more event updates!
Follow Lifeline Music Festival: Facebook | Twitter | Instagram | Web
AM: As an artist, do you have a specific goal you’d like to accomplish?
E: Something that I’ve trained myself to start practicing is writing down my short-term and long-term goals from 1 year to 10+ years. These goals range from finding the right management and artist team, to producing a film score to starting my own record label and live festival.
There is one goal that I truly can’t wait to check off my list, and that’s playing at Tomorrowland, and to be able to bring my family up on stage with me.
My family has supported me through my entire journey, from the time I changed my mind about working in the mental health field to my decision to pursue music production, DJing and singing as a career. Their love and support have been pivotal in my journey, and I hope I get to show them how far that took me. Tomorrowland is a staple on my goal list.
AM: Lastly, in the coming months, what is something you’re most excited for?
E: [The upcoming] Desert Rose | Fem showcase is an all Fem Collective launch! We have a couple of shows planned this summer to showcase fem-identifying artists in northern Nevada! I co-founded this with my good friend and fellow artist, Opal, who has been a true friend since I have met her. I am honored to build something to support our fellow sisters in the scene! Our first event is on July 20th at Cypress in Reno, NV from 9PM to 1AM! Then again on August 16th at Tonic in Reno, NV from 9PM to 2AM.
I am also excited to be performing the upcoming Lo-Bar Social | Saturday Spin Series on Saturday, July 27th, in Reno, NV. This event stars at 8PM and I get the dope opportunity to my second late night set at 1AM!
I am very grateful that I get to be performing various events this month, especially since it is Art Town! Which happens every year in July in Reno. Vendors, musicians and artists from all around the world come to showcase their music and talents and being a part of Art Town is a checkmark off my list. I am so grateful.
Besides planning Lifeline, I have had the opportunity to work alongside some of the best in bass to create a Free Palestine DJ Stream on Twitch on July 27th from 5PM PST – 10PM PST. This is a benefit stream to raise funds for families seeking food, safety and medical support in Gaza. We are working alongside five families and hope to donate to Care for Gaza, Heal Palestine, and more!
Any and all information on how to donate and support Palestinian Families, please check out this link for more info.
[Lastly,] I am grateful to say that Lifeline Virtual Music Festival is in full swing!
This year we have 25 artists, duos and bands performing, which has been such a blessing. Seeing Lifeline grow and continue to be so supported in the community fills me with so much awe and gratitude. Suicide Prevention really hits home for me and I know it does for our artists as well. We have some returning artists this year, and it’s been amazing watching them grow since the last stream!
Want more Era Lø?
Check out the most recent episode of her ‘Kaleidoscope Radio’, linked below via Spotify.
Follow Era Lø:
Facebook | Instagram | Twitter | TikTok | Web
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