Lori J Ward, known professionally as HiFi Princess, is an accomplished artist in the electronic music scene, associated with labels such as Flavorite, Platform B, Is This Music, Kaato, Sound of Acapulco, Neverending, and Caballero. Based in Toronto, Canada, Lori has garnered substantial support for her recent releases from notable DJs and producers including Lützenkirchen, Alex Flatner, F.Sonic, Adam Jay, Harvey Mckay (Soma), Head Tunes, John Selway, Mastik Soul, Paco Osuna, Patric Lindsey, Sergio Mega, Stanny Franssen, Deko-ze, and Markus Wesen (Ohral, Blu-Fin), highlighting her global success over the past decade.
Lori's journey in electronic music began in 1995 in her hometown of Victoria, where she started performing at HIFI on Monday nights at the Limit, alongside DJ Koosh, who introduced her to the art of DJing. She was also influenced by established DJs such as Rennie Foster, Calvin Tang, The Mole, Tyger Dhula (Cobblestone Jazz), Noah Pred, and Jon Delerious, who remain long-time friends and inspirations. Within two years, her talent took her across North America and eventually to London, where she held two residencies before spending six months as a resident DJ in a Luxembourg club. It was during this time that she met Simmer from Shimmy Recordings, which marked the beginning of her production career; her first vinyl release came in 1999, with three more following that same year.
In 1998, Lori relocated to New York City, immersing herself in the music industry through work and internships at LIFT, a prominent record promotion company. This experience provided her with knowledge in music distribution, college radio promotion, and A&R, paving the way for her DIY approach as a solo artist. Since 1998, she has operated her own booking agency, which began in New York City as Futuretech Artists and has since evolved into Flavorite Music—encompassing a music label, a booking and management company, and the name for her monthly label parties in Europe. Lori is the driving force behind all these efforts.
Despite her many responsibilities, Lori manages bookings for five key artists on her label, organizes label events for up to 500 attendees across various cities in Slovenia, Croatia, and Austria, and coordinated 19 releases last year, comprising 67 tracks. Additionally, she promotes the label, licenses her artists’ tracks for various compilations, and undertakes three-week tours for her Canadian artists. Alongside these tasks, she produces music for her label as well as for the well-regarded Kaato Music from Bjorn Wilke and Neverending Recordings. Her dedication stems from a deep passion for music and a commitment to advancing the electronic music movement.
Reflecting on her career, Lori states, "I have given half of my life to music; after 16 years, there is no turning back. I take the ups with the downs, the good with the bad, and remember how lucky I am to have my passion as my job. It is sort of an addiction."
In 2002, Lori moved to Graz, where she partnered with Tobias Frick to form the musical duo Phonix. Tobi is responsible for the artwork, graphic design, and videos for both Phonix and Flavorite Music, while Lori serves as the lead singer and co-producer. Together, they have released 15 tracks, toured Austria, and achieved a ranking of 37 in last year's Top 100 year-end charts for Austria, alongside notable performances, such as opening for Moderat on the electronic beats stage.
In addition to her work with Phonix, Lori ranks among the top female DJs globally, being one of the first women in Canada to help shape the electronic music scene on the West Coast. She has continued to expand her influence in London, New York City, and Austria over the past decade. While known for her intense passion and candid personality, Lori is also a private individual who enjoys solitude. However, her vibrant presence on stage reveals why she has maintained her status at the forefront of the industry for over 15 years.
With plans for monthly releases in 2011, a new Phonix album, and a downtempo project with T. Orlando, along with a full DJ schedule, Lori's move to Toronto in June 2011 marks an exciting new chapter in her career. Eager to reconnect with long-time friends like Deko-ze and Robb G, she looks forward to contributing her talents to the thriving Canadian music scene, where she proudly belongs.
