In a statement, Nicole talked about the song as well as the videos.
"In an imperfect world where friendships are fleeting, where money slips though our fingers faster than we can count it, when we often run out of time right before we reach the top of the climb, We are reminded to celebrate the things and people that matter most … while we still can.
"I see the little changes around me- friends that come and go, loves and losses and the lessons they bring, growing pains that come with each season… telling me to start over. As I take another trip around the sun, I would like to take this time to celebrate WHAT MATTERS MOST — all of you. This song is a little birthday treat to everyone who has remained in my life and inspired me to continue making music.
"'What Matters Most' was written with sleepless eyes in the midst of a hot summer sunrise after wrapping up another production session. I recall going down the media rabbit hole to de-brief from another song we had just finished. Producer Gabe Dandan and I found ourselves immersed in the soundtrack of the film 'Cadillac Records' featuring blues greats such as Etta James, Muddy Waters and Howlin’ Wolf."
The inspiration for "What Matters Most" was mostly quartet music from the 50s-60s. Nicole’s vocal versatility spans many styles and genres of music but she sounds at home and authentic in this setting.
“The main focus of the simple no nonsense arrangement was to keep the song era-accurate with modern treatment and post production. I wanted to carve a little a space in time where I could freely celebrate love and the astronomical feeling of being loved through and through.
"I had these lyrics and a simple melody for this song scribbled somewhere for weeks before. Bits and pieces of the song were scattered in lost minutes between production sessions of other songs. I had also casually jammed versions of this theme with some friends before but it was after revisiting the blues greats that the song and lyrics took its final form."
Gabe said: "Working with Nicole is smooth because our writing chemistry is instant and natural, we have a dynamic where we can both freely express ourselves and understand our creative palettes and processes, this is also why we get along so well. She usually begins by humming a melody, then I make chords that work with it and we build it up from there.
“There wasn’t much post production to be done, at most it was just choosing from ad-lib takes and minimal curing for some instruments. Nicole does all her vocal comp-ing in her home studio...
“What Matters Most” is a sonic ride back in time to a 60s diner in a dreamy, creamy-white Cadillac. The five minute-track encapsulates that nostalgic feeling of falling freely in love— no regrets, no holding back.
A classic yet crispy new take on no-nonsense blues. Nicole's one-of-a-kind vocals are a red-hot lipstick stain on a tall strawberry milkshake- tastefully showcased with the perfect balance of grit, grease, soulfulness and vulnerability while delectably dripping over the band's perfectly ripened musical sensibilities and honest expression—the cherry on top.
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