Photo credit: Stetson Whitworth
Alternative pop maverick SOUNDR delivers an empowering message with her new single “DUMB DUMB” where she flips the power dynamics of a toxic situation by taking the reins. Punchy and explosive, the track washes its listeners with a riot of smashing drums and cascading riffs towered by her pitch-perfect vocals. With playful dexterity, SOUNDR beckons her listeners to break away from what is holding them back by seizing their power. Along with the anthem, the Salt Lake City artist has also unveiled the official video, for which she came up with the concept. Featuring a human-sized teddy bear, the video captures her performance madness in a chromatic setting.
Tell us about the genesis of your project. How did you get to where you are now?
As a kid I was always singing. As a teenager I was in a punk band and also played acoustic solo sets. In 2016 I released an acoustic Christmas EP – a well known producer found it and dm’d me asking for a topline. I had no idea what a topline was at the time but said yes. And my EDM career snowballed from there. I’ve had the opportunity to work with some ridiculously talented producers over the years. And some of them have become very dear friends.
Toplining was never my original goal – I’m extremely grateful for the headstart it gave me and how much I have learned, but creating my own project has always been the end game for me. After years of writing for other people, several time consuming/draining day jobs, loads of trial and error, I started writing for the SOUNDR project last year. And it is so special to me. I am so protective of everything that happens in this project – because it is such an unfiltered extension of myself. I have my hands on every piece. Music videos are my vision/creative direction. I always give direction instrumentally and then write my own lyrics. The content we create and art that’s shared comes from my brain. I have an incredible team behind me now that helps so much in bringing the world I see and hear to life. I’m only a year into this project and we’ve written some incredible songs and filmed awesome music videos. With each song I’m learning more about who I am as a human being and where I want to go with my art. I am just so incredibly grateful that this is my life.
What does music and being an artist mean to you?
It’s like breathing. It’s second nature. You don’t think about it, but it is necessary for your survival. Music and art is such a huge part of me that I can’t imagine a world where I’m not creating all the time in some medium. It also is a freaking honor… to have the opportunity to do what I love. To take experiences and pain or whatever emotion and turn them into this beautiful piece of art? And then on top of that, to share it with other people and connect on a beneath-the-surface level? How could I ask for more than that?
What are some sources of inspiration for your lyrics and storytelling?
All of my lyrics come from real life experiences. The general framework and direction for songs comes from my own experiences, and then the rest is just a creative flow. What energy I’m feeling that day – am I feeling angsty or introspective? What do I think sounds cool in content? What paints the picture, even if it sounds odd or uncomfortable? What will bring people into this world I see? I have a heavy focus/emphasis on lyrics – the storytelling aspect is equally as important to me as the vocal melodies. Some days it is a well thought out process, some days it is an instantaneous flow – just depends on how much I’m feeling the day we write it.
Who is an artist that you look up to more than others today?
I really love what MGK has done over the last few years. He is not afraid to step into different genres, and just generally seems to do what he wants sonically with little regard for what people think. I love the authentic feel you get when listening to his music. Hotel Diablo is still one of my most listened to albums. The gut wrenching vulnerability inspires the hell out of me. I always go back to it when I’m in a creative rut. I also love when artists create in multiple mediums – music, acting, even fashion. It’s really cool to be doing it all. And doing it very, very well.
All time favorite record?
My favorite album of all time is The Spill Canvas – One Fell Swoop. I’m not sure I could ever pick a favorite song of all time! But Spill is my favorite band and has been very influential in developing my own writing style. No matter how many times I listen to that album, there’s not a song I want to skip.
Tell us about your latest release and how it came about
DUMB DUMB is a pop-punk anthem that has been so damn fun to bring to life. The song itself makes me so happy – it’s everything 13 year old me wanted to be. The confidence. The sound. The style of the music video. Everything. We knew we wanted to go back to my roots and write a pop-punk track, and I knew for sure I wanted the lyrics to be angsty and powerful. And I think we nailed both of those things. It’s about stepping into your own power and letting go of anything that isn’t good for you. I’m so pleased with how it all came together. It’s up there in my favorite songs I’ve ever done.
You seem to be fusing several musical genres. What inspires your sound?
I listen to a lot of different genres! My favorites have always been emo, alt, pop-punk, and post harcore. I think you can hear that influence in the way I write. I write the music I love the most, ya know? I listen to lots of emo bands so naturally I create in that space. Same thing goes for all the other genres I listen to regularly. A lot of the direction sound wise comes from how I’ve been doing emotionally – I have a good feel now for what genre/sounds will be best suited for expressing what I want to at that time.
It’s actually one of my favorite things about my project – in this first EP I will have established that I write pop-punk, and emo, and alternative, and pop, etc. Right out the gate all the boxes I might have been placed in have been broken down. There’s so much freedom to create whatever the hell I want and feel most inspired by.
What are some things you do to deal with anxiety and creative blocks?
I’ve learned a lot about how to deal with my anxiety over the past year. I see a counselor once a week. I am very focused on physical health and go to the gym 5-6 times a week and pay close attention to what I’m eating to fuel my body. I love hiking and being in nature – being away from all the noise of society. I also read a ton – I love odd novels, but I’ve also been really into manga and anime lately. Sometimes you just need to disconnect for a bit. Every time I have a creative block, I know something is out of whack in my ‘normal’ life – and usually, it’s that I’m afraid of being vulnerable about whatever I’m actually feeling. Once I decide I’m okay feeling it all, creativity flows again.
Where do you see yourself in 5 years?
Touring! And in the studio all the time. Making the best music of my life, music that is true to who I am and the stories I want to tell. Evolving vocally and being inspired by the world around me. I also really want to establish a solid ‘home base’ for myself. I’ve moved around a lot since I was a teenager and everything has always felt so temporary – I want somewhere to really call home, near people I love and care about, so that when I come back from all the crazy of being a musician, I can breathe and just be me for a bit.
Your style is very original and elaborate. How do you take care of your aesthetics?
I’ve always loved visual art. I try to see everything in life as art. I love photography and collecting weird/dark paintings and art books, so wanting a pleasing aesthetic is second nature. In a lot of ways, the way I express my ‘style’ is just like how I create music. I see a vision in my head of how I want something to look or the energy I want to give off and I work to create that. So I guess you could say it’s with intention and authenticity. Even if the intention is just a low key, not serious, everyday life kind of vibe. Everything about this project is an extension of me. It’s not a character I made up – it’s just me. I’m weird. And see the world from a unique and elaborate perspective – so the music I make, and the way I look/style my project visually demonstrates that.
What was the most daunting moment in your career so far?
Oh man… Releasing MANIA for sure. MANIA is the first song I’ve written that is so brutally underneath my skin. It’s still an uncomfortable one for me to talk about. I had crazy anxiety about releasing it because I felt so naked. Like the whole world was getting a really good look into my mind during a time where I was seriously struggling. But that’s the goal, right? To be painfully honest about everything you feel, to be brutally vulnerable so you can connect with other people. So someone out there might feel a little less alone.
What is the best advice you’ve ever gotten?
To stop caring so much about what other people think! A good friend and amazing artist said that to me once before the name SOUNDR even came to be. It’s so important to let art be art. To separate yourself as a human from the feedback and comments and numbers. That shit can consume you so fast… It’s too easy to wrap your self worth around how you and your art are perceived. And I never want to let that control me and dictate if I think I’m ‘good enough’. I have no desire to be anything other than who I am, constantly growing and evolving. So why should I care about the opinions of anyone that doesn’t know me?
Where do you think the next game changer will be in the music industry and entertainment scene?
Interesting question – I think the way pop has fused with so many genres – EDM, pop-punk, rock, R&B, etc. is game changing. Hearing your favorite pop artist on the radio delving into different genres opens your mind to more songs in that genre. I hope it gives artists the space to create what they really want to, and as a result, we get some really genuine music coming out! It’s liberating to feel unconfined by genres. Maybe this hybrid pop sound will open people’s minds to checking out music that they might not have been inclined toward previously.
