Local musician Javi Vera on self-production and promotion
The internet has revolutionized how we consume music, defining new generations of artists. Before the internet, there was limited diversity among recording artists and the types of music made into albums and that reached a mass audience. The internet has given a platform to artists who may otherwise have gone unheard. But what does this mean for new music? Has it had a solely positive impact?
We are now witnessing the second wave of this internet revolution. We’ve moved on from variety shows and MTV to social media, which seems to be making people famous at random. But that means the new generation of musicians must battle their way through the endless noise of the internet to find their audiences. How do they deal with this new reality?
Javi Vera, a 19-year-old Latino indie-rock musician, has recently gained popularity in the DMV area. Being from Glen Burnie, Maryland himself, about 35 miles northeast of D.C., he has tapped into the local music scene through social media platforms like TikTok and Instagram.
Vera released his first single, “Intentions,” in July of 2022. Since then he has utilized his sizable following on social media platforms to promote his music through video snippets of his songs playing in the background that give viewers a taste of his music.
Vera is known for his loud guitar and saturated, upbeat sounds. He achieves these sounds all by himself. Vera grew up surrounded by music and playing the guitar. Since becoming interested in making his own music, he taught himself how to produce and mix it. His music has a heavy guitar baseline with pop and funk elements. Vera has compared his music to the discography of artists such as Childish Gambino and Steve Lacy, which is fair. With songs like “Honeybutter,” “Justapiece” and his most recent release, “Sofalove,” Vera has begun establishing himself as a musician.
In an insightful discussion, Vera shares his experiences producing and promoting his music to a fanbase located largely within the Washington area.
Do you feel like your process has changed since you began creating your own music?
Yes. I feel like I know what I’m doing way more than I did when I started. I had no clue what I was doing. This is all self-taught. [I’m] analyzing the music I like, putting it in my way and figuring this stuff out on my own. Just learning the process and what formula works for me is its own kind of thing, regardless of if you were formally taught or not.
With time and practice, you learn what works for you and have a formula that you like. I’ll lay this instrument this way. I like doing baselines this way, and if I record a solo, I’ll do it a certain way. I’ll layer my guitars like this and lay my vocals like that, but it’s something you have to learn with time. I don’t think somebody else’s method will necessarily work for you, so you’re just going to have to find out on your own.
How do you convey emotions in your music? How do you find out how to do that?
That is a complex question, but it’s just finding what you think is cool. I remember looking at guitarists and what they would do. I would hear a cool chord or hear them play in some specific way that I thought was ridiculously cool. I [would think to myself], ”I wish I could do that,” or, ”I love the way he’s playing the guitar, playing the drums or the way this sounds.” It’s much more complex, but that’s the only way I can put it. Just whatever feels cool. I remember having that feeling, especially when I was younger and wanted to be able to produce that [music] or be in that person’s shoes.
What goes through your mind when you’re making music?
I want to impress myself. I think that’s the coolest part — making something that you like and would love to listen to, even if it isn’t my song. It’s [about] proving to myself that I can make stuff that I like. That I can make good music.
Do you feel more connected to performing when you’re at home in the DMV, or is it the same anywhere?
I definitely feel more connected to performing when I do shows in the DMV area. It’s because I always have a couple of friends who will travel with me and be with me throughout the entire thing. It’s a great experience because they’re there. It’s that feeling of having your friends with you. That’s the only real difference I feel.
Are there any disadvantages to having most of your promotion be on social media?
The disadvantage is that people will see it as saturated. But if you can find something to separate yourself from everybody else — if you truly have something unique — it becomes easier for you. You’re not just drowning amongst every other artist.
Is there anything inspiring you to produce more songs in Spanish?
I think lyricism in Spanish is just so different. You can be way more expressive, romantic and dramatic in Spanish, which is why I think I lean that way. The only reason I would push myself away is because of my family [possibly] listening to it. I have a lot of Spanish-speaking family, so it makes me shy away from it. But I think in terms of listening to other artists, I love Marc Anthony and his lyricism. I think that’s what I love about singing. I know Kali Uchis does it as well.
Check out Vera’s music on Instagram @javioli.vera and on all music platforms.
This interview has been edited for clarity and concision.
– Story by Grace Whitsell and Amber Anderson
– Copy edited by Michelle Benitez
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Awesome music, can’t wait for him to get big