STEP INTO THE MIND OF IVRI AND THE THEORY OF YOU
ivri | Baby’s All Right | Brooklyn, New York
September 3rd, 2025
Photographed by Haley Petrone
New York City’s own, ivri is a 23-year-old artist who is taking the internet by storm. Originally from Florida, ivri began writing music all the way back in 2017 before sharing it online in 2020. Throughout her time writing and releasing music ivri has experimented with a wide variety of genres, but recently has come into her own following the release of her first EP star factory in 2023 and debut album the theory of you on August 14th. The album and EP exist together conceptually, the story begins with star factory and after coming out of the factory ivri discovers a book filled with things about self fulfillment, which is where the theory of you begins. ivri’s music is brought to life by herself as well as T.K. The Architect, friend and guitarist, who both co-produced every song.
Her track “tower of memories” began garnering attention on social media, especially Tiktok, immediately following its release back in July. It began with people making video game edits using the song, with its lyrics overlayed on top, but has grown to a much wider audience than ever expected.
Almost three weeks after the release of her debut album ivri kicked off her first headline tour, The Theory of You Tour, beginning in Washington, D.C. on September 2nd, before stopping in Brooklyn the next day for a set at Baby’s All Right. Crave Music had the opportunity to attend the show in Brooklyn and interview ivri about her music, the inspiration behind it, and her perspective on internet virality. Stay tuned to the end for the exclusive interview!
Concert goers crowded the floor of the packed venue for the chance at a good view for ivri’s set at the iconic Brooklyn venue. As the stage lights dim a small screen covered in moss, controlled by ivri, turns on displaying visuals that establish the beginning of a story. The tour expands on the narrative storytelling seen in her first album and EP, as purposeful visuals and voiceovers referencing the book throughout transitions between songs.
ivri’s band takes the stage and begins the opening track “erosion” before ivri joins them on stage. ivri and her band commanded the stage through the entire performance, and the crowd matched the energy right back. During the track “loser :(“ ivri takes a moment to scream into the mic, encouraging the crowd to do the same. The front of the crowd did not disappoint, allowing the person front and center to join her screaming into her microphone.
New York proves again again that they are like no other, towards the end of the show the crowd began to open up mosh pits, ivri calling out to them in disbelief “are we really moshing right now?”
ivri saved the best for last, ending her set with “tower of memories,” the track that skyrocketed her career. Guitar hums through the speakers before the drums and vocals from ivri kick in, the entire crowd screamed every lyric back to her perfectly. The lyrics hit close to home for attendees, who might have discovered her through the song. The track was the perfect end to an incredible night.
This is only the beginning for ivri and while her headline tour has just ended, she is set to open for VIOLENT VIRA this November.
INTERVIEW
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INTERVIEW ★
CRAVE: Hello guys. This is Haley with Crave Music Magazine and I am here today with ivri. The first question I have is: is ivri a stage name or is it your actual name?
IVRI: ivri is my actual name! My full name is Ivrianna, but I go by ivri.
CRAVE: Oh I love that, that's so pretty!
IVRI: Thank you!
CRAVE: I didn’t know if you got it from somewhere.
IVRI: But people think it's cool!
CRAVE: It is cool, yeah! Okay, and this is your first headline tour. Congratulations! I know it's early, but how has the experience been so far?
IVRI: My first headline tour, yeah. Honestly, insane, I didn't expect the turn out to be like this, and people to become knowing all the words to songs and just, like, I don't know, I also think with the virality of a song I had recently dropped, so, like, people are now, like, discovering me more and getting into it coming to the shows. It's really cool. Yeah. It's only second stop, but its going to be a packed house today.
CRAVE: Oh, is it sold out?
IVRI: Almost!
CRAVE: Are you feeling nervous? Or are you more excited?
IVRI: I was feeling extremely nervous yesterday, but I think the jitters are out today.
CRAVE: Yes, play the first show, get it over with. Is this your first time playing Baby’s?
IVRI: It’s my third time playing Baby’s, yeah, I was a part of a showcase and something else.
CRAVE: But it's your first time headlining Baby’s?
IVRI: Yeah!
CRAVE: I just feel like everybody has to play it once. It's such a cool venue! You live in New York City, right?
IVRI: I do. I'm from Florida, but I live here, I live in Bushwick.
CRAVE: When did you move here?
IVRI: I moved here when I was 19. I'm 23 now.
CRAVE: That's so cool. What is your go to spot for food here? Or just your favorite kind of food to get in New York? Because there's so many different kinds.
IVRI: Go to spot for food, The first thing that came to my mind was actually candy. There's this place called Bonbon in Williamsburg, and I love it. They have the best Swedish candy ever.
CRAVE: What would you recommend somebody do or see visiting here?
IVRI: I would say, you gotta do like a Bushwick house party.
CRAVE: Yeah, right?
IVRI: You gotta do something like that, because it's going to be a strange experience that way.
CRAVE: Yes, yes. And I know you started making music all the way back into 2020?
IVRI: Well, like 2016, 2017. But that was only like online. Streaming platforms, yeah, 2020.
CRAVE: So did COVID affect the way that you made music at all?
IVRI: It didn't really, actually, because I was living in Florida at the time and unfortunately, Floridians weren't giving a fuck about COVID.
CRAVE: Obviously, I have to talk about your track, “tower of memories”, because that's what's going viral right now, how has that experience been compared to when your song “glow worms” went viral?
IVRI: It was so crazy because “glow worms” going viral is so different than this one. “Glow worms” going viral was mostly – it wasn't even viral. It was just the algorithm was just pushing it and pushing it. Mostly the Spotify algorithm, but a lot of people, you know, know that song and it's still one of my highest streaming songs, but “tower”, this is more like, people are… They're perceiving me. They're not just listening to me, they're seeing it online. They're seeing my TikTok, they're connecting the face to the music, and it's more like everyone's using the sound. It's like video game nostalgia, texts over screen, so many different things. It's very TikTok. Like, people were saying, it's a TikTok song, but, people who actually know me, they know it's not just a TikTok song. They're very different experiences. I think this one is just more real, not just online. Also just in time for my headline tour!
CRAVE: I listened to your debut album. I loved it, it was so good! Your debut album blends so many different genres. Like, I feel like you go from lo-fi, to dream pop, to indie rock, psychedelia, you do a lot of surrealism in your lyrics and I really, really love that. I think it makes your music super unique and appealing. Where have you looked for for inspiration when you write an album?
IVRI: I am a huge sci-fi fan. I love cartoons, anime, reading books, movies. I love adventure time. I love the Midnight Gospel. I love anything Cartoon Network. I love movies like Interstellar. Weird sci-fi, like, Killer Clowns from Outer Space. I love comic books. I'm a big Doctor Strange fan. I am into anything, anything sci-fi and weird. I like weird shit.
CRAVE: I love that! And you are also a producer, right? Did you help produce the whole album?
IVRI: I was a co-prod on a lot of music with my producer. We always start from scratch, and I'm, like, I need this like this, I need this like this. Some of the songs started from my guitar loops, and it really got brought to life with the help of T.K. the Architect, who's also my guitarist, and my LD, and my production manager, and the producer that helped me do this. and he's also my friend.
CRAVE: Does being a producer on the album make releasing the music feel more vulnerable?
IVRI: Definitely. I don't know what to say about it, but, yeah it's definitely more, like I'm putting myself out there and what they're hearing is what I imagined it like straight from my head.
CRAVE: I'm glad that everybody's like taking it the way that you wanted it. Because I feel like everybody's receiving it, and it's appealing to so many people.
IVRI: Very different from the star factory, which was like my first EP. But the lore is connected. It's the same world.
CRAVE: How do your visuals and cover art play a role in expanding the storytelling of your music?
IVRI: They play such a huge role, I go to all my visuals and cover art to one person. His name is vanished. He is in a whole different country. There's a language barrier, but the ideas are there. I usually sketch what I want, I send it to him, he makes it so much more beautiful, he brings it to life. He's very talented. talent. He does almost all my cover arts. Recently, I started to merge real life with those with that art, like the theory of you cover art was that, like, mixed media type of thing and there are so many pieces to the story. One little piece is that in the star factory cover all the producers' names are hidden, but also that there's a time capsule that was the cover art for my first LP, it was a self- produced tape on Spotify that I just never promoted called Sometimes and that time capsule is on the star factory. In these visuals, like, for instance, limbo the music video, there's this creature who's covered in like leaves and sticks and branches, and it looks pretty similar to the person on the cover of the theory of you. So I wonder what that connection is.. There's a lot of things that connect. Yeah, it's very complex. During the set, a lot of things are connecting too. I think there's going to be some weird moments where people are like, what the hell's going on? But I think it'll get across very nicely.
CRAVE: Is there any reason behind having things lowercase or in all caps? Like, what's the purpose, if any?
IVRI: Aesthetic.
CRAVE: I get it! So, listening to your music can be so therapeutic. You have a way of writing about your own experiences, I think, that allows so many people to appreciate it and relate to it. Do you use writing as a way to process your own emotions?
IVRI: I think I'm a better poet than I am a singer. I definitely use writing as a way to process emotions. Usually, I'm thinking of or feeling something, and I'm shoving it with metaphors in my writing, so no one knows what I'm talking about or so it can be interpreted by anyone.
CRAVE: Is it as therapeutic for you, as is it for listening for me?
IVRI: Probably.
CRAVE: Probably?
IVRI: Yeah. Like theory is a full — I went through a lot, and it's all in there. The whole story is the star factory is your head. It has your subconscious, your dreams, your hopes, everything. It’s the infinite building, infinite rooms, infinite floors, and then the theory of you is coming out of the star factory and getting hit with real life and so with heavier feelings, come heavier sounds.
CRAVE: What’s next for ivri? Is there anything we should be keeping an eye out for?
IVRI: There is so much going on right now, especially with the virality of “tower of memories.” Lots of things I can't talk about just yet, but so excited for doing more shows in the future, releasing more music, releasing more music videos, and having a lot more interaction with my core fan base online. I am very excited for the future.
CRAVE: Well, that's all I have for you. Is there anything else that I didn't ask that you would have wanted me to?
IVRI: Oh, no. No, at all, I think you hit some pretty cool topics. Thank you so much!
Get tickets to see ivri live this November
Keep up with ivri
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