Rochelle Humes has moved on from music - what she's doing now might surprise you
Rochelle Humes is still getting used to Zoom quirks – 'I start every conversation muted,' she laughs – but that's about the only part of her day-to-day that's not polished to a shine.
As a presenter, entrepreneur, brand founder, and now podcast host, Humes has become a widely recognised force in British media after leaving pop groups S Club Juniors and The Saturdays.
Now, she's turning her attention to a new kind of stage: UK House, where she'll host a Ladies Who Launched lunch on June 3 as part of a three-day celebration of British creativity and entrepreneurship.
'I'm so passionate about connecting women in business, that's why the podcast exists,' Humes tells Metro, referring to her new podcast, Ladies Who Launched, which came out on January 1st this year.
'It's built a community really organically. And I know that's such a buzzword now, but what I love is that it's real. Women are arranging to meet up, sharing ideas and supporting each other.'
This spirit of connection is core to Humes' vision, and a thread that runs through her many projects.
Humes rose to fame as a member of The Saturdays, the girl group that dominated UK charts in the late 2000s. But her pivot into television and later entrepreneurship has defined the last decade of her life – leaving music in the rearview mirror.
'Music feels like forever ago,' she reflects. 'We called it a day when my eldest, Alaia, was one – she's just turned 12 now. Since then, I've built a career in television, and then gradually started building my own brand.'
Humes says music is a closed chapter she can't imagine herself revisiting: 'I've got so many fond memories, but I really love what I do now.'
Now, her focus includes My Little Coco, her award-winning children's skincare and lifestyle line, which launched in 2020. 'It's my baby, outside of my actual babies,' she jokes. 'It's what gets me out of bed in the morning. It's also my main stress!'
The transition from music to media, to business and now podcasting may seem like a sharp turn, but for Humes, it has always felt natural.
'I've always been one for a pivot,' she says. 'There was a time when people would frown at that, like 'Oh, of course they've left pop and now they're trying TV.' But I think it's different now. Creatives are much more fluid. Singers become actors, actors become presenters, influencers become founders.'
Now, she says, that kind of cross-platform approach is not only accepted, it's expected. 'Social media has changed everything,' she says.
'That's great in some ways, especially for creators building their platforms, but I'm also cautious, especially as a mum. My kids aren't on social media, and I'm not rushing that.'
It's motherhood, and the constant, imperfect balancing act it brings, that underpins Humes' work today. 'I've made peace with the fact that something always has to give,' she says.
'Some weeks, I'm a great mum – I've hosted playdates, I've been to everything. But that probably means I've missed meetings and fallen behind on emails. Then the next week, I've smashed deadlines, but I haven't made it to netball practice.'
She pushes back against the myth of perfect balance. 'You can have it all, but not all at the same time. Society sells us this version of balance that's not really attainable. It's okay to be stronger at different things at different times.'
But this year's UK House isn't just about startups and stories. It also coincides with the debut of SXSW London and a two-night showcase from the British Music Embassy, spotlighting some of the UK's most exciting new music talent.
Taking place just around the corner from UK House at Devonshire Square on June 2 and 3, the BME event will feature performances from Beth McCarthy, Charlotte OC, Master Peace, Joviale and more.
As with UK House, it's all about collaboration and cross-industry energy, bringing together the best of the UK's creative economy. More Trending
It's a perfect event for Rochelle to be a part of, she notes, as it's all about the fluid relationship between business and creative industries.
As for advice to artists and business people alike, Humes thinks storytelling is a common thread.
'You've got to really know who you're speaking to. You can have a big following, but if they're not engaged in what you're doing, it's not the same. Community isn't about numbers, it's about alignment. Be clear on who you are and what you bring, and the right people will come along for the ride.'
With everything Rochelle Humes is building, her music career may soon become a footnote in a much bigger story.
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MORE: 'SXSW London will be a love letter to the city – we ought to be here'
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