SYDNEY LEWIS | MARCH 14, 2018 | FEATURES

JACKSONVILLE, Fla. (SCPDA) — In recent years, opportunities to create music and share it with the world have expanded remarkably, resulting in a change in the way music is created and consumed globally. In this shifting music scene, SoundCloud, an audio-streaming service where creators can upload original songs and podcasts, has gained a reputation as a platform for self-expression and independent music promotion. The driving force behind this website is a pool of diverse artists ranging from beginners to professionals. For Stanton College Preparatory School students, creating and uploading music online can be a creative outlet and a way of showcasing their unique talents.

SoundCloud music is known for bridging genres such as hip-hop, rock, and electro and has grown immensely in popularity since the company’s launch in 2007. In 2011, 5 million people were registered for SoundCloud, but by December 2017 that number had skyrocketed to over 175 million global users. SoundCloud’s easy access and widespread use makes it an ideal platform for aspiring artists who want to gain exposure. With the click of a button, a song can be made available to millions of potential listeners. Well-known artists such as Chance the Rapper, Lil Pump, and Kygo all began their careers on the music streaming site.

Several students at Stanton have begun to build a presence by creating their own music, including junior Derrick Johnson, known as “Hvmmer the Scammer” on SoundCloud. Johnson, who began posting music in April 2017, merges lo-fi, rap and alternative rock. He currently has 458 followers and his most popular track has been played over 11 thousand times.

“My style is definitely trap, but I want to make R&B songs and a lot of pop music,” said Johnson. “I even have a few rock songs on the way.”

Many artists are inspired by others to begin experimenting with music; however, once an artist discovers their passion for the field, they often rely on their own motivation to continue the pursuit of their creative goals. Johnson was motivated to start rapping by former Stanton student Aham Ikeokwu, who was a member of the class of 2017.

“Aham encouraged me to start rapping. My motivation now is completely different because this is the only thing that makes me happy,” said Johnson. “At this point it’s more than a want. It’s a necessity.”

Johnson’s artistic endeavors go beyond just recording songs, as the rapper released a music video for his track “$trong” on Dec. 7, 2017. Music videos can help further promote a song and flesh out an artistic vision through another medium. Johnson understands the importance of a multimedia platform in today’s visual age, where musicians can distinguish themselves by creating an image.

“You can put out good music all day, but you have to put your face with the music,” said Johnson. “That’s what counts, because it’s your image that gets you to the next level.”

Johnson further gains exposure with live performances, which allow him to engage directly with an audience and boost his reputation. Concerts can also produce an interactive dimension that recorded music does not deliver, and be emotionally rewarding for both the artist and their fans.

“I enjoy performing live because I can truly see how much people enjoy my music,” said Johnson. “It makes me feel like I’ve done something good.”

Student musicians can get a glimpse into the professional music world with their live performances. But compared to artists in the cutthroat professional music industry who compete for sales, awards and acclaim, musicians at Stanton enjoy a more collaborative environment which prioritizes joint efforts over competition.

“As far as I’m concerned the music scene is super collaborative,” said senior Andres Feliciano, a prominent rapper at Stanton. “Every single rapper I know at Stanton is somebody I work with and try to learn from.”

This collaborative spirit that permeates Stanton’s music scene is also suggested by musicians featuring each other on songs. Recently, Johnson worked with Feliciano, known as “Rican Havoc,” on a track called “BLOW.” The two rappers also pool their efforts into a rap group named Xoffin, composed of Johnson, Feliciano and three other rappers. Working with other musicians allows for increased exposure as well as the broadening of artistic horizons.

“Working with other artists is essential with music,” said Feliciano. “Being able to bounce off ideas from other creative people is one of the best feelings ever.”

Feliciano, who cites some of his biggest inspirations as Tupac Shakur, Lauryn Hill and Kendrick Lamar, has wanted to rap since the fifth grade. He began uploading music his sophomore year at Stanton.

“Music is important to me because it’s every bit an art and a science,” said Feliciano. “Music, in its purest form, is nonconformity.”

The process of creating music is different for each artist, from the initial conception of a piece to the technical production. Rather than following a set process, musical production often centers around adaptability and innovation.

“I focus heavily on lyrics, so it typically takes me two months to write a song I actually like,” said Feliciano. “I try to add quirks to every single song to ensure that people can tell it’s me.”

For many artists, their reasons for creating music can come from personal creative passion but also the desire to spread a message. Rather than following the crowd, Feliciano’s tendency to embrace a nonconformist approach is illustrated by his efforts to help revive lyricism in hip-hop and encourage others to speak their mind.

“I feel like lyricism is a lost art in hip-hop in particular and many artists are scared to speak their mind for fear it won’t be trendy or catchy enough,” he said. “You can just be you. That’s nothing to be ashamed of.”

Feliciano’s attitude to rapping is reflective of a growing movement toward inclusivity in music. The democratization of music has allowed more artists to share their content without a pre-established brand; however, many still face challenges in promoting their songs without a professional trademark such as a record label. Feliciano says some of the biggest challenges for an upcoming artist are money and marketing.

“Networking is essential to become notable within the industry and it’s tough to truly expand without connections,” said Feliciano. “In regards to money, music is ridiculously expensive. It’s a huge investment for a potentially bigger payout.”

The financial risks associated with the music industry and difficulty making connections are drawbacks for many artists, but being a largely independent artist also has its benefits.

“I think independence is an amazing asset for any upcoming artist,” said Feliciano. “It allows the artist to dictate everything they do instead of having overbearing bosses decide their every move.”

The freedom of expression that comes with being a self-supported artist is an especially important asset for new artists who want to experiment with music and discover their voice before committing to a record company. Promotional deals and record labels can help artists branch out, but they are no longer necessary to build a successful career. Artists can reach a bigger audience by using all of their available resources, as demonstrated by Johnson, who intends to release his music on other streaming services besides SoundCloud.

“I do plan on releasing music on Spotify and Apple Music before 2018 is over,” said Johnson. “I just enjoy the freedom of making my own decisions and being able to release music when I want to.”

While solo artists are a prominent aspect of the music scene at Stanton, some students choose instead to merge their creative talents with fellow musicians and form a band. Being in a musical group poses unique challenges but also opportunities for artistic growth. It allows artists to focus on becoming experts at their given instrument, whether that be drums, bass, guitar, or vocals.

Lo-fi indie band BAG of Limes consists of juniors Bryce Williams, Andreas Freiberger and Gina Armenteros. The band started making music in 2017 when they came together for a jam session and bonded over their mutual love of music. Their relaxed approach to creating music is similar to many other musicians who rely on their intuition when making art.

“I enjoy performing live because I can truly see how much people enjoy my music. It makes me feel like I’ve done something good.”

— Derrick Johnson, 11

“If something gives you chills, you’re heading in the right direction,” said Williams, the band’s guitarist, who has been playing guitar since eighth grade and has been inspired by artists such as HOMESHAKE, Miles Davis and Frank Ocean.

Lead singer Armenteros can also testify to their creative process. “We work around what we don’t have by just messing around and throwing ideas out until something clicks, then we have a song,” said Armenteros. “Once it’s there we continue tweaking little things.”

Differing artistic visions amongst members of a band can produce more diverse music and encourage risk-taking, but also com with challenges. Though BAG of Limes have formed a stable bond, like many collaborative groups, they have disagreements about their work.

“When you put a bunch of aspirations into one space it can definitely get hard to handle,” said BAG of Limes guitarist Freiberger. “We don’t always agree about song choices because we listen to different music, but we’ve managed to work that out so far.”

Despite their occasional disputes, the band has become very close over their time together. Music’s ability to forge emotional connections between people is evidenced by the friendship developed between the members and their common loyalty toward their band.

“I’m very blessed to be with a group that is so talented and unique,” said Armenteros. “The boys are like my family.”

Stanton students are not only participating in the shifting musical culture, but shaping it with their own approaches. The expanding possibilities of the music world, from new technologies to instant sharing, allow artists to personalize their sound and discover their voice. Uploading music online also lets artists receive feedback and encouragement, while performing live lets them hone their abilities. As Feliciano, Johnson and BAG of Limes all continue to pursue music, they will be able to take full advantage of these possibilities in the years to come as music continues to change and define society.

This story appeared in Volume 34, Issue 2 of the Devil's Advocate, published in December 2017. Read the full issue here.

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