LUVATOY is a Russian-born electronic music artist and vocalist based in Dubai, UAE. Blending dark Afro House, hypnotic rhythms, atmospheric melodies, and intimate vocals, she creates music that is both emotional and made for the dance floor.
An independent artist with a bold creative vision, LUVATOY is building her international music career on her own terms. Her debut single “MA TKHAF” marks the beginning of a journey driven by ambition, reinvention, and a fearless approach to electronic music.
Where are you based?
Dubai, United Arab Emirates.
How long have you been making music?
I launched my music project LUVATOY in 2026. I’m still at the beginning of my journey, but I’m approaching it with serious ambitions. I believe it’s never too late to reinvent yourself and pursue something you truly want.
What genre would you consider your music to be?
My sound is rooted in Afro House and electronic dance music, with influences from melodic techno and darker, atmospheric electronic sounds. I love deep basslines, hypnotic rhythms, intimate vocals, and powerful drops. I want my music to feel emotional but also make people dance.
What inspired you to pursue a career in music?
My biggest inspiration was actually my husband, Alex PLHN. I watched him work incredibly hard, spending countless hours writing and producing music. Seeing his dedication made me realize how much passion, patience, and effort goes into creating even a single track. At first, I fell in love with him. Then, somewhere along the way, I fell in love with music too! (laughs) Watching him create inspired me to find my own sound and begin my own musical journey.
What are your biggest musical influences?
I’m inspired by the atmosphere of underground electronic music, the energy of Ibiza’s dance floors, and the hypnotic rhythms of Afro House. I also love artists who aren’t afraid to experiment and create their own identity. For me, inspiration is less about copying a particular musician and more about creating a feeling people remember.
Are you signed to a label or are you an independent artist?
I’m an independent artist, and I love having the freedom to experiment with my sound and image. I’m building LUVATOY step by step, without a major label behind me. It’s not always easy, but every achievement feels personal.
What have been the biggest challenges in your music career?
The hardest part is getting people to actually hear your music. Creating a track is one challenge, but getting it noticed is a completely different story. I’m learning that being an independent artist means being a musician, a marketer, a creative director, and sometimes your own biggest fan. (laughs) But I genuinely enjoy the process.
How many songs or albums have you released to date?
“MA TKHAF” is my debut single, built around hypnotic Afro House rhythms, atmospheric electronic sounds, and intimate vocals. The title means “Don’t Be Afraid” in Arabic, which reflects the spirit of the song and, in a way, my own journey as a new artist. It’s about stepping into something unknown and finding the courage to keep going.
Can you tell us a few things about your latest release?
“MA TKHAF” is my debut single, built around hypnotic Afro House rhythms, atmospheric electronic sounds, and intimate vocals. The title means “Don’t Be Afraid” in Arabic, which reflects the spirit of the song and, in a way, my own journey as a new artist. It’s about stepping into something unknown and finding the courage to keep going.
Any plans for new music or upcoming projects we should know about?
Absolutely! My next single, “KHALAS”, is scheduled for release on November 6, 2026. I’m exploring a darker, more hypnotic side of electronic music, with powerful drops and an atmospheric sound. I’m also working on new material and developing my identity as a live performer. My dream is to take LUVATOY beyond Dubai and onto international stages. Ibiza, I’m looking at you! (laughs)
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