← Dream Life Club
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Hi friends, and welcome to another episode of Dream Life Club. This is Sumi, and I am so excited to be back here with you guys. I'm just gonna tighten my mic real quick. So today I wanted to talk about world building as an artist because it's been something that, you know, a lot of us have heard all the marketing advice for so long in terms of, like, if you're a music artist, it's not just about creating songs anymore. It's about creating a world and creating a whole artistic universe that the listener can enter into when they're listening to our songs. And that is something that, I will be totally honest with you guys, has been really challenging for me. I, I, you know, I started writing songs like, 15 years ago. I started by learning the guitar and the piano and writing lyrics and singing. And I, to be honest, couldn't even really hardly sing back then. So many years of developing my voice, I never really got great at the piano and guitar. I kind of just stayed at, like, beginner level as using those instruments as tools to help me write songs. And then, you know, when I was working and I was building my company in D.C. and I was really trying to figure out, like, if this was something that I could do more seriously, more professionally. And when I moved to LA a few years ago, that's when I really decided to give it go all in and give it a real go. And so I started releasing music. Started, started releasing songs. And if you're in the field, you'll know that, like, everybody talks about it's a singles game these days, right? Like, that's the line that everybody says over and over again, like it's a singles game. And basically so much advice out there is around not doing an album and just putting out single after single after single. Many people even say, like, every week or every two weeks. In fact, I was under management with somebody who I found just wasn't a right fit for me, who kept advising me to just do a single at minimum every two weeks. Every week, even better. But at least every two weeks so that we could find something that sticks, that find something that takes off and then you use that momentum to build. And as a creative, as an artist, what that did was so damaging to my sense of creative expression, it became a game of playing the algorithm. And I actually think that it was counterproductive because it didn't even take into account that most singles that hit don't just hit because you market them for one or two weeks. Like so much time and energy and money and is spent marketing that single. So just because something doesn't hit right away doesn't mean that it's not a good song or that it won't hit with the right content around it. For example, there have been so many bands that I've seen that, you know, the whole content strategy on TikTok is, do, you know, like, the mouthing the lyrics to your song in various. Various outfits and various scenes, and you just have, like, a written hook on top of that video to see what written hook will get the most attention. Just like, you know, trying to go viral with that video. Depends so much on the written hook on top of your video. The visual hook, like what you happen to be doing in the first couple seconds of the video and the sonics, right, like, what they're listening to. But I was reading this anecdote of this one band who used this same exact video and tested, I think it was 65 different headlines written hooks on the top of that video. Nothing was taking off. Nothing was taking off. There were like thousand, two thousand views on everything. And then all of a sudden, one of the hooks she wrote that was like, this is for all the bad bitches that refuse to get given to something, something. Something. Like, it was just like, super direct and honest and authentic to her. And that blew up. And she had, like, 60 million views on that video. And then therefore, that song blew up. And anyways, I say all that because it proves to me the point that it's really, like, you could have so many good songs out there, are going unnoticed, and they're going unnoticed because of this really bad advice of keep releasing a single every one or two weeks until something hits. Because. Because actually, if you just kept Mark, if you have a good song, right? And as artists and creatives with any sort of experience, like, we know when it's a good song, or, like, we'll be able to, you know, if it's a quality song, like, there is a gonna be. There is gonna be a group of people that fuck with it, right? Like, and so I am just now, like, such a big believer of, like, not trying to be, like, desperately throwing spaghetti at the wall to see what sticks, but instead focusing on creating really good art that I love that speaks to me, that speaks to people in my circle, and then taking enough care with that piece of art to actually put it out there into the world continually, right? And put all of the creativity behind now the world that it exists in. So what I mean by that is not necessarily just making, you know, and it could include just creating 200 pieces of content behind it and changing up the written headlines like that story I was mentioning. But also, what's more exciting to me is focusing on creating right music and a world around it, visually, aesthetically. That gives, like, the listener a sense of what we're entering into, a sense of the world that, like, involves my ethos as an artist that expresses the feelings that I want people to take away when they listen to my music. And that part is the part that I'd been ignoring, not even really giving a thought to previously. And so I, about a month ago, started, like, going down this path, and a friend of mine who is an artist in her own right came on board with me and decided to help me do this. And we're so excited about what we're now creating because, you know, I have a visual aesthetic that really fits what I'm trying to say in my music. And I've always known that my music is more than just being a fun pop girly. Like, I always knew that I. Yes, I like to have fun, and I want to, and I do pop music. But like I've said on this podcast so many times, like, I do think that the role of an artist today needs to be also helping reflect the times that we're living in through our own unique point of view. Like, the role of an artist is to reflect the times through our own unique point of view. Like, to me, that is what art is, right? And when I say the times that we're living in, it doesn't have to mean politically, socially, culturally, but it can't not include that, because that is part of the world that we're living in, right? We're living in our personal experiences, right? With, like, our own aspirations and relationships and disappointments and love and, you know, all of that. And we're also living in the outside forces that we don't have direct control over. We're living in a society, we're living together with people, and right now, we're living through really challenging times. Really challenging times. And so it has to include that as well. So the album that I'm working on right now, so to kind of close, what I was talking about is that instead of just releasing singles like I had been doing, that didn't really have, like, a common theme or didn't. Weren't really tied together with any sort of project thesis or anything, right? Like, what I'm working on now, and the songs that I've been writing over the past six months have been toward the album concept. Called American Dream. And as the daughter of immigrants, my parents came here from India. I think that I do have a unique perspective of America and the kind of vision of America that had been sold around the world. And also, you know, the evolving definition of what America stands for. And look, I still believe in the best of what America stands for, and I truly see all of those values expressed in this country. So many millions of people believe in the best of what America stands for, for. And fights for those values, right? Fights for actual freedom. Freedom of expression, freedom of religion, separation of church and state, right. Like human rights, all men are created equal, right? Like these principles that the best of America stands for and that I believe we have always aimed to be, I still believe in. And I don't believe that as an American, that any one of us needs to say, like. Like, you know, a lot of people are just, like, leaving the country and exiting and just being like, well, fuck you. You know, like, we're not the country I want to stand for. And I. And I agree with that. But I do think that, like, if we ever. I don't. I'm not giving up hope is what I'm saying. And, like, my album American Dream might be being called American Tarot. And this is just, like, raw behind the scenes. Guys, I'm literally just speaking stream of consciousness, so don't hold me to any of this. But I wanted to share, I wanted to bring you in to what it really looks like. It's part of this podcast's mission is to bring everybody into what it really looks like, to build an artistic career, a music career in la. And we're lining up some really amazing guests, too, in the field that I can't wait to share with you guys. But, like, this, what I'm realizing is that, is that if we fast forward 10 years and I look back over what, you know, my. This part of my career has looked like, I always. I ask, I. I did this thought experiment with myself. I asked myself the question, what would I be more proud of? Like, in 10 years, would I be more proud of putting out a single every two weeks? Which, by the way, is a huge creative feat, right? Like, it takes so much work, it takes so much energy. And I'm sure just by the effort of, like, writing and releasing that many songs that I would get so much better and honed in on who I am as an artist and what I'm saying, and my songs would be better and my songwriting would improve. And so I'm not taking away value from that or like the value that that has to offer. But would I be more proud of that? Or would I be more proud of maybe, say every year, you know, I release a project, whether it's an album or an ep, that I'm super proud of, where every song says exactly what I want it to say, where I've created a world around it visually, you know, aesthetically representing myself in videos and photos and other fun artistic concepts that we get to create as artists. Like I said, this album might be called American Tarot. Right? Like we're thinking creating our own unique tarot deck that goes along with this album. We're thinking of doing so many, like, just, just fun pieces that create a true world around the message that I'm putting out there. And so comparing the two options 10 years from now, would I be more proud of a single every two weeks trying to chase the algorithm to see what hits with no aligned theme or project? Right? Or would I be more proud of every year having a project that had all of these creative aspects included into it, that was really connected to a specific message and what I'm putting out? And it was so clear to me, and this is not right answer or wrong answer for everybody. It was so clear to me as an artist which lane I wanted to land in. And it was this lane. It was the lane of putting out a cohesive project every year. Because, you know, I think chasing fame this way almost feels like chasing fame. And while part of what, obviously as artists, we want our music to be heard. We need our music to be heard, right? If no one's going to hear my music, like, okay, it's great as self expression, but there's no need to put all this effort into it if it's just for self expression, right? So we need and we want our music to be heard and therefore we need and we want platforms. But it comes from a different energetic when we're chasing fame versus doing it really thoughtfully and putting out a single every two weeks to see what hits and trying to write a hit every time is chasing fame. And I did not want to do that. It was just so clear to me that that was just not the path for me. And you know, no shame on anybody who does choose that path, but it just is not the path for me. So anyways, that is what I've been working on over the past many months and. And we're going to have. It looks like I have about five songs on this upcoming ep and you know, I've written a lot more than that to kind of whittle down to these five. It's like the old school. Like when, you know, artists over the, you know, in the 70s, 80s, 90s, 2000s even, like, people would write 40 songs to then get 12 songs that would end up on an album, right? Like, you don't just like, release every song you write. Everything is not great. And that used to be the mentality, right? But now I think it is being looked at as a lot more disposable and it's just like write and release, which again, nothing wrong with that. Not my path. And so anyways, I think world building around your message and around the art that I'm creating has been a real challenge for me. So like I was saying, my friend came on board to kind of help me because. Because one of the hardest parts is like. And all the artists who break through, right? You'll notice this. Like, all the artists who break through have a specific aesthetic sound message ish, that they've decided on and stayed consistent with. It's like one laser signal that then breaks through. And lana del rey 2012, everybody can remember that album and it was very cohesive, right? She sang in a certain way, she dressed a certain way, she represented herself in a certain way. And she's been pretty. Every album she's put out has been. Has been Lana, right? Like Florence and Machine. Same way. Like Billie Eilish, same Charlie xcx same way. Like, you know what I mean? Like, every artist who has broken through is. Has been identifiable. And I remember when I first started doing this, like, one of my producers said to me, like, there's a difference between being a singer and an artist. And I honestly, like. And it seems so naive now that I would have said this at the time. I can't even believe I said this, but I did. I said to him, what's the difference? What's the difference between a singer and an artist? And to me now, that is just so comical that, like, I didn't know, I didn't think through that. I didn't have an understanding in my bones about what the difference is. Like, it's so obvious right now, but I didn't. And the difference, in case you may not know, and now it's like, you know, it's not obvious if you're not in the. In in this on the Daily, right? Like, if you're an aspiring musician or, you know, have a different career and want to launch this. Like, like, let me explain. Like, the difference between an artist and a singer is that. Is that being a Singer is. Is literally only, like, I would say, like, 30 to 40% of being an artist. Like, being an artist is standing for something. Is. Is. Is a. Is a vibe that you're putting out there in the world. It's your personal expression that's cohesive and consistent with her, who you are as an artist. Being an artist is representing something for people. It's being a representation of something that people can connect with. It honestly has pretty not much to do with being a singer because there are really amazing artists that range from 0 to 100 as good vocalists, right? Like, you do not need to be a good vocalist in order to be an artist. And by artist, I specifically mean, you know, a music artist that performs their own music. Okay? So I know there's tons of types of artists out there, but that's the context that I'm using the word in right now. So, like, and I have so many friends who don't focus on great vocal genius. They don't focus on that. I mean, I do. Like, a part of my artistry involves improving as a singer because it's just. It's a tool that I want to have to help me express in all different ways. And, like, God, some of my favorite singers are those who can, like, you know, really belt out some emotional, heartfelt stuff that I love that I connect with. And I. I like that type of art, and, like, that's the type of art that I. I want to offer into the world. And I have. I want to keep getting better as a singer. And a lot of my friends are more storytellers with their voices. They, you know, they have a character that they embody with their voices, and they don't need to have, you know, Whitney Houston voice to tell their story and create their artist project that represents something for so many, many people, right? And so, I don't know, like, it's. It's really, really cool. Like, once I real, like Selena Gomez, like, listen to her voice, like, she's not a singer, right? She in, but she represents something for people. Same with, like, Charlie xcx. I mean, nothing. No, I'm not trying to knock people right now. I'm just trying to, like, the difference between Whitney Houston and Selena Gomez is huge, right? In terms of their voices. So, like, I just found it really interesting that I didn't even realize that, because my passion was, like, my passion was singing, and I wanted to be a singer, and then I realized I actually want to be an artist, and that is so much more involved and so much more challenging because you're not just standing up there being a salesperson for a song that somebody else wrote, and the label is telling you how to dress and what songs are going to work for you. And if you do that, you're kind of just like a tool, right? You're like a salesperson. You're selling the song that somebody else wrote, that somebody else told you how to dress for, that somebody else told you how to express. But you're not. I mean, you're not creating this artistic expression and. And universe for people to fall into with you. And that, to me, is like the next level challenge. So that's what I've been working on. And we did a photo shoot out in the desert two weeks ago, getting clearer and clearer on the, you know, how this music is gonna sound, how it looks, how it feels, and it doesn't just. It's not just one mood. I'm not saying it has to be stuck to one mood the whole time. For a project, you can have many different moods, but they have to be connected. And I think that this first attempt at this is going to be exciting, and I'm sure it'll just keep getting more and more refined as I go along. So that's what I got for you guys today. I think no matter where you are in your process of artistic development, I think it's so important to just keep having fun with it. Like, keep having fun with it. Remember why we're doing this in the first place. And we're doing this in the first place as self expression because we love it and because we want to move people with our art. Right? And if we're not having fun with it, then what's the point? What's the point? We could be doing something a lot easier. Right? People think that, you know, I left my career in D.C. and now I'm just having fun out here in LA. Trust me, like, yes, I'm having fun, but it would have been a lot easier to have stuck to what I was doing in dc. A lot easier, Right. Like, so choosing the more challenging path. It's like this weird irony that, like, often choosing the more challenging path, where you have to overcome things that you wouldn't have had to overcome before, that path is going to be the path that's more fulfilling. And that's exactly how I feel about, you know, doing art here in LA right now. So I think that wherever you are in your artistic journey, like, there's so many times where I think, like, oh, my God, I should be further along by now and blah, blah, blah, blah. And, like, all the voices in my head, all the imposter syndrome. Just remember that. Like, if you have imposter syndrome, that's probably a good thing because remember that the people that really can't do anything, the Dunning Kruger effect, like, they don't know how unskilled they are at the thing they're trying to do or unknowledgeable they are, right? Like, that's the Dunning Kruger effect. The more you know, the more you realize you don't know. So if you have imposter syndrome, like, that's a fucking good sign, right? It means that you're. You're not a complete idiot. So I just. I just want us all, as artists to have fun, keep going, and not give up, and, like, really honor every point of the process that we're at. Like, I may not be where I want to be right now, but I'm trying really hard to honor where I am. Because this point deserves to be celebrated, remembered, embraced, romanticized. Like, every point in our life deserves that. And we'll always look back to these moments. We can never get this moment back right now. We're never gonna get this moment back. And, you know, the moment before I launched my first EP is going to be a moment that I will never forget. And wherever you are in your process, right now is going to be a time and place that you will never forget. And how can you make this moment more juicy? How can you make this moment something that, like, you remember having so much fun with, even if you're frustrated, but you were exploring that you were, you know, you weren't giving up. You know, I mean, the best memories in life are the. Are the times where we've had to go something. Go through something hard together with people, you know, and how can we make this moment more like that? Get the people together that you want in this moment with you, right? Not isolating and pushing through, together with people that you love and that you're excited about being with, working with, creating with, like, all of these things. Keep us going and keep life worth living, right? That's what I got for you guys today. Sending you so much love, and we'll be back real soon.