Shina Novalinga

Inuit throat singing is a cultural practice that became increasingly rare after Christian missionaries outlawed the songs as "Satanic" in the early 20th century. In Puvirnituq, Novalinga's mother Carolina Novalinga was one of four Inuit women who were taught the practice to pass on to younger generations.[3]

Novalinga first posted herself throat singing in her first video posted to TikTok in March 2020, and has posted dozens of such videos since. Novalinga's throat singing videos feature her facing her mother Carolina in an embrace, singing in a matched rhythm using their throat, belly and diaphragm. They often end in the two breaking song and laughing.[3] Novalinga has been vocal about the importance of throat singing both for her relationship with her mother and Inuit culture as a whole:

Throat singing is important in our culture because it had almost been a lost tradition due to missionaries. We are now taking it back and passing it down to keep it alive. Throat singing allows us to connect with the sound of nature and the animals. It also allows us to connect with our ancestors, our soul and our voice. The connection between my mother and I grows bigger as we throat sing together. It's always a beautiful moment for us.[8]

In June 2021, Novalinga released an album with her mother and Canadian producer Simon Walls, Mother and Daughter Throatsinging.[9]

Novalinga also uses her platform to model traditional Inuit clothing. She celebrates clothing handmade with local furs and animal skins by her mother Caroline, including atigik (parka), earrings, paaluk (mittens), nasaks (hats), and kamiks (boots).[8] In 2021, Novalinga modeled for a Sephora ad campaign featuring all-indigenous cast and crew in celebration of Canada's National Indigenous History Month.[10][11] In 2022, she was featured in Elle Canada modelling designs by Inuk designer Victoria Kakuktinniq.[6]

Novalinga has been outspoken about her desire to educate others about Inuit culture and history. She frequently adds "indigenous twists"[12] to trends on TikTok as a way of sharing her culture, and has collaborated with Cree creators including hoop dancer James Jones and model Michelle Chubb.[13] Novalinga has also created videos[14] drawing attention to the oppressive history of assimilationist residential schools and to missing and murdered indigenous women.[8][15] In summer 2021 she posted multiple videos reacting to the 2021 Canadian Indian residential schools gravesite discoveries.[16]

Novalinga has used her platform to raise support for various charity causes as well, raising over $12,000 for an indigenous women's shelter in Quebec in December 2020.[17]