As a steady beat eases you into the first track on her latest EP, “Insanity,” Toni Esther’s voice comes in strong.
The song, titled “Dejavu,” fits into hip hop of the 21st century — catchy, with some edge — until it doesn’t. The beat stops and the track softens.
“They say that doing the same thing over and over and expecting a different outcome is insanity Toni. You’re insane,” the voice of local artist Kenya T breaks the silence, softer with a laugh. “You’re insane.”
Esther, based in Columbia, describes her music as soul hop, but her genre can’t be pigeonholed. Artists like D’Angelo, Laurryn Hill and Sam Cooke influenced her sound, but so did her childhood church choir, her grandfather’s guitar riffs and the country music her dad played on the radio every morning.
“Because I listened to country music growing up, you know, they actually tell stories,” the Lamar, SC native said. “I really tapped into that.”
The storytelling within Esther’s music carries over into another passion: her work as a counselor.
Performances of her 2021 album “The Vulnerability Project” evolved over time into group counseling sessions, which are now held monthly. With a licensed therapist in the room, Esther describes the meetings as a form of free therapy where attendees can express themselves through music and art.
“We're just trying to show people it's OK to be yourself," Esther said. "It's OK to go to therapy."
Toni Esther performs from her album, "The Vulnerability Project." The Columbia-based artist uses her roots, her birthplace and her expertise as a counselor in her work. Photo by Hadley Schaffer/Provided
“It's OK to just open up people's eyes to what it may feel like in order to express themselves in a room of people.”
Local musician Alexis Pipkins Jr., known by stage name AP, said Esther’s work outside of creating music allows her to better connect with people through her art.
“I think what Toni showed with 'The Vulnerability Project,' it’s even in the name: vulnerability,” Pipkins said. “You have to be fully vulnerable with someone for them to really, fully understand you, to connect with you.”
Esther’s own vulnerability escapes when she’s crooning on a stage, baring her soul to an audience.
“When I was in the room, I was able to connect with her, I was able to feel her,” Pipkins said. “That’s her canvas at that moment. She's painting a picture for everyone to be able to connect.”
She also feels vulnerable late at night, when her anxiety keeps her from sleeping.
“I just want to be better at what I’m doing,” Esther said. “And that’s something that keeps me up at night. How can I be better?”
This drive has yielded high returns for her. In six years of making music, Esther has performed across South Carolina and in Charlotte and Atlanta. She’s released two albums, three EPs and a handful of singles.
Pipkins co-produced and played keys on her latest single, “Carry,” released at the end of 2023.
Toni Esther is a Columbia-based artist uses her roots, her birthplace and her expertise as a counselor in her work. Photo by Thinking Kingdom Media/Provided
Esther introduces the song with a disclaimer: “I don’t know, I feel like switching it up a bit if y’all don’t mind.”
But true fans of Esther’s aren’t surprised by this. Switching it up is her forte, whether that’s therapizing through hip hop or storytelling like Johnny Cash.
“Everytime I speak to her, she's like, ‘OK I got an idea for this,’” local artist and musician Yyusri said. “But it’s not just the new ideas. She’s already started it, as well.”
There’s one thing that remains a constant through Esther’s music: the soul of South Carolina. She doesn’t see herself living anywhere else, and loves places like her hometown of Lamar.
“That’s a very, very small town,” Esther said. “Only one stoplight, you blink and you miss it.”
Though her influences are diverse, her creative process usually begins at a local artist’s show in the palmetto state.
“Just to get that homegrown feel, I love going to a local show. I don’t care who it is,” Esther said. “And if it’s so good, I’m going home to write. I don’t care if it’s 2 o’clock in the morning.”
In 2024, Esther plans to continue The Vulnerability Project and perform in Columbia and out of state. She’s also finalizing her new album, “Esther Be Thinking.”
