Velvet Code / So Fierce Music

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Velvet Code / So Fierce Music

Where are you currently based?

Toronto, Canada!

How did you first start playing music?

My dad put me on my first musical instrument, the Mellotron when I was 3 years old. He could tell I had a love for music and insisted that they invest in getting me my first instrument and piano lessons. I’m not sure what my life would have been like if my parents decided on a different path. Being Canadian who also has a love for hockey,  I might have been thrown into hockey and would be toothless today LOL.

What’s been happening recently and how has your Covid experience been so far?

It’s been tough. A number of my close colleagues in the dance community have passed away and my mother has been battling pancreatic cancer while in isolation. I can see a light at the end of the tunnel though, and I’m hoping to come out on the other side. Doing my weekly mixshow “Rise To The Rhythm” definitely lifts me up and helps me get through this difficult time.

Please tell us about your latest release:

‘Break The Silence’ featuring FORD is an electro house track mixed with hard-style, which showcases the devastation that COVID has created during lockdown. Mental health issues have increased substantially. People are out of work with nothing to do. I wanted to show people that they are not alone, and that I’ve had my moments in the dark as well. 

You’ve recently launched SO FIERCE Music, how did the idea for the label come about?

I decided I wanted to create a platform for LGBTQ+ singers and drag artists who have been marginalized in mainstream music, and I wanted to offer them a way to create and grow during this Covid time. It’s been something I’ve wanted to do for a while, but it’s finally come to a reality.

What is the concept for the label?

We are a different type of label that actually helps promote the artist’s releases. The goal is to help artists step forward and release new content regularly while generating income to make a living in the music industry. Most artists aim extremely high without thinking of the steps in between. We are thinking about those steps.

How do you decide which artists to work with?

I analyze an artist’s daily regiment, intelligence, skill, and ability to create a following. This is a lot of hard work, and I reward artists who are willing to go the extra mile to reach their dreams.

Please tell us about the merch side of things:

Merch is an excellent revenue stream for an artist, and we create designs for artists on our label. The goal is to use music to promote the merch and bring fans to our platform. From there, we will be introducing new ways for artists to interact with fans. New developments are coming in early 2021.

So far what have you found most challenging and rewarding with starting and running SO FIERCE Music?

It is rewarding to see how many artists feel marginalized in today’s world. Even in North America, major and most indie labels do very little to help an artist further their career. They are only concerned about the immediate gratification of the single that is being released, and then they move on to the next one. We take a different approach. We are investing in an artist’s future, with So Fierce, and with themselves.

What areas do you focus on with each artist? ie recording, producing, marketing etc:

We are always happy to accept demos from artists who have completed masters, but we love to get involved in the production of a hit single as well. We provide full production and songwriting, including mixing and mastering, followed by distribution, publicity, radio and DJ promo, as well as influencer marketing of the single through our in-house partners.  

Who are you listening to at the moment?

Kylie Minogue’s new album is mint! I’m also listening to all things house and nu-disco. I feel there’s an energy shift, with the election in the US, and with new vaccines on the horizon. 2021 is hopeful and full of positivity, and that’s for music, that’s all I want to hear right now! 

What do you like to do away from music?

I’m a huge hockey fan, so I am looking forward to the start of the next NHL season. I work out regularly. Other than that, music defines me.

What’s planned for the remainder of 2020 going into 2021?

I’m spending the next 4 weeks working on new projects with artists signed to So Fierce, a few new remixes including a Kylie remix, and some new original material of my own.

Favourite food and place to hangout?

New York Pizza. Does Ray’s Pizza in New York deliver to Toronto? Haha.

Favourite place to hang out is my studio. I’m in there all day all night, with my puppy Jack McFarland who lies at my feet while I make music!

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