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We got real with badass artivist/singer-songwriter Pyra about her art, activism, feminism and balancing it all over coconut shakes!
Based now between London and Thailand, we discussed the artivist's colourful musical history, how she got to her current brand of dystopian pop, her brand spanking new album 'PYRADISE' and how she manages themes of activism and feminism within her work.
Pyra starts by sharing about her move to London and the motivations behind her vocal stance on activism, government, and economics. Together we delved into exploring Singapore (where the interview was held) as a "utopian but dystopian" place, particularly challenging for those facing financial struggles, and learned the backstory behind her immersive debut album 'PYRADISE'.
We then shifted our focus to the intersection of feminism and creativity in music, discussing the importance of using music to convey messages about oppression, political issues, and feminism. Pyra also shared with us on the climate for women in Thailand, including the obstacles to achieving gender equality, as well her experiences as a female producer, writer and artist in the wider music industry.
Watch the full video interview on our YouTube channel!
Learn more about Pyra by following her on Instagram and listening to her album 'PYRADISE' on streaming platforms everywhere.
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We had the pleasure of attending the Freshmusic awards LIVE for the first time ever last month, and I came away with so much more than I bargained for. Attending the ceremony and many discussions I've had recently around the topic of community inspired me to invite Yuneng, the founder of Freshmusic Awards to join us for this very special conversation where we talked about some of the understated values of community building, and the origins of grassroots platforms like Freshmusic Awards who have been around for 16 years.
Yuneng, Freshmusic’s founder was one of my first industry friends I made when I came back to Singapore, and of course I had already long been aware of the work that Freshmusic had been doing with their cutthroat yet expert reviews and annual awards ceremony which made waves in the indie Taiwanese scene every time they announced their nominations and winners.
But being a creator of a media platform myself, and also as someone who does this out of passion while managing a day job, I found solace and comfort in the work that Yuneng had been doing because I could see so clearly that it also came from a place of pure unadulterated passion, the kind that sustains, that invigorates, and lasts for decades. So we wanted to unpack this topic thoroughly with someone who knew the topic better than most, leading to this nurturing, uplifting conversation that could warm the cockles of any seasoned music journalist's heart.
A bonus episode produced in commemoration of Asian Pop Weekly's 14th Anniversary in 2023!
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On this bonus episode, we invited Asian-Australian singer-songwriter and Tiktok creator Keenan Te onto the Level Up Podcast to answer all our burning questions about Tiktok, social media, and most importantly - how to navigate social media as a musician. Amassing over 4 million followers currently across Tiktok, Spotify and various social media platforms, Te broke through the clutter during Covid while stuck at home during Melbourne's lengthy lockdowns with his soulful covers and heart-wrenching deliveries. But what was even more interesting for us was how he navigated the transition successfully from cover artist to original singer-songwriter, and maintained and grew his audience while doing so.
Back with his new single 'Scars', we took the chance to ask him all our burning questions, and to pick his brain on the changing social media landscape as he sees it. For all budding musicians, this is one episode you won't want to miss.
Don’t forget to subscribe/follow our podcast if you enjoy levelling up with us! And please leave a review so we can keep helping even more artists!
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On this episode of the Level Up podcast, we're going to talk about how to craft that perfect email to media platforms. In such a way that you'll be maximising your time spent, getting a higher rate of reply, and potentially getting your foot in the door with the right people. As a self-professed email nerd, and someone who runs a media platform and receives such emails from artists everyday, I'm going to share my best tips for writing effective emails and how to ask nicely but effectively for support. Shall we begin?
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This week, we're talking about sourcing for media platforms to reach out to to collaborate with, and what's the best way to really be effective in your approach.
I know that there's a lot of independent artists out there who feel like this is very daunting for them. They feel like they need a publicist to help them, like they need someone to help them to negotiate those deals or get those features. But when push comes to shove, sometimes you just don't have the resources at that point in time to get yourself there. It can also become dangerous to hire someone to do something you don't understand, because as an artist entrepreneur, it can be like you're throwing your money into a black hole. So we're here to help you change your mindset about DIY PR!
When it comes down to sourcing for media platforms, there's two different approaches, there's the cast your net wide approach and the targeted/quality approach. Today we're going to dive into the targeted and tailored approach to help you easily source more media platforms that are right for you and your media list.
Timestamps
[00:44] How public relation works in the music industry
[02:52] The different approaches to sourcing for media platforms
[07:34] Tips to prevent spamming in public relations
[08:08] Getting into a new market and succeeding as an individual artist
● Public relation is really about the skill of targeting the platforms you are looking for and the way you reach out and communicate with them.
● Publicists are not cheap. It’s something that you would invest in when you have a clear idea of your business model and revenue as an artist.
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So today, we're going to be talking about best practices for EPKs, otherwise known as Electronic Press Kits for artists. And as someone who works in journalism and distribution, I think this is something that's very important for any independent artist. EPKs are a very important in helping to further your conversation with a third party, no matter if it's with a distribution partner, the DSPS, a media platform, or any other kind of partner. It's be a stepping stone for you to further the conversation with key potential partners. So it's really important to get it right.
In collaboration with Make Your Mark, I had the pleasure of sharing my best practices for EPKs with their artists - everything from formulating, to creating, to updating your EPK. We even go a little into how to write your own press release! And now we're here sharing that information with you too! For any indie artists who aren't sure where to start when it comes to creating your EPK, press play and let us do the talking.
The full presentation for our 'EPK: Best Practices' session is up on our Patreon! Head over to our 'Level Up Podcast' tier and subscribe for supplementary resources that come with all of our content.
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Remember always that you too are human-so boundaries apply too-even if you're a public figure.
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On the first episode of our Level Up podcast in 2022, we've invited Marcus Lee, a promising Singaporean artist, songwriter, and mental health advocate, to join us as we dive deeper into the topic of artists' mental health. We've been a fan of his work ethic and how he's managed to keep the ball rolling as an independent musician for a while now, but we especially wanted to pick his brain on the importance of mental health for artists at every stage of the game.
On the outside, Marcus seems to be the perfect poster boy for the local burgeoning Mandopop scene. Blessed with good looks and a sunny warm disposition, his comforting love songs and ballads have proved themselves great additions to our songbooks in recent years. Hence, there's no doubt why he's been labelled an artist to watch, even taking home the 'Artist of the Year (non-English)' award at 2021's SCAPE Youth Music Awards.
Yet unlike previous generations of Mandopop stars who have chosen to adhere to the more conventional pop route, Marcus has chosen the path less trodden, choosing to release his debut album For You, I Can 為了你，我可以 independently and helming everything from the album's conceptualisation to its promotion, and even playing two sold-out shows...all during an unprecedented pandemic.
Given Marcus' unique position in pulling all this off, and his passionate and vocal stance on mental health, I felt he was the perfect artist to interview as we continue our Mental Health topic on the Level Up Podcast, providing an artist's perspective on the nuanced issues and struggles that creatives face in this particular line of work.
Tune in as we discuss topics such as investing in ones' mental health, self doubt in the face of creative competition, and of course the much-feared imposter syndrome all in this week's podcast!
Links and Resources:
Read our feature based on this podcast interview with Marcus on Asian Pop Weekly
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Mental Health has increasingly become an important topic to me, especially in recent years as I grow more aware of what’s happening in the industry. Due to multiple factors such as the diversity of people you meet in the music industry and the blurred lines between artists as professionals and the art they create, I believe that building a good approach to mental health is one of the most important things independent artists can do for themselves to ensure they make good decisions and build sustainable businesses in the long run.
But this is certainly a topic I can’t explore on my own! So I’ve called on the help of Asian-Australian music therapist Asami, who runs a platform called Shapes and Sounds to share her valuable advice with indie artists everywhere. Based in Melbourne, Asami saw a need for different approaches towards tailoring care for people from the Asian diaspora in her previous role working with crisis and community health services; something that current organisations just couldn’t provide. So she created Shapes and Sounds, a resource hub for Asian Australians and Asian diaspora individuals that creates a safe space where tailored conversations around our identity and mental health can occur.
Check out some key threads from our conversation below:
The origins of Music Therapy
The relationship between music and our worldviews
How does music specifically assist in trauma therapy?
Asian culture and mental health
Advice for Asian/Asian diaspora artists in handling specific challenges
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In lieu of the season finale for the first ever season of the Level Up podcast, I wanted to talk about a topic that’s relevant to myself and to artists everywhere – Independence.
As someone who has built their career on taking the unconventional route, it’s safe to say I’m a big fan of independence in general. I believe that anything can be achieved through a good work ethic and a whole lot of passion, and I wouldn’t change anything about my journey for the world. I know just as well as any independent artist out there how empowering it can be to do things your way and GET SHIT DONE. God, what a feeling. And that’s what fuels my creativity and challenges me like no other.
Part of the reason I wanted to start this podcast was so that I could share the mindset that got me this far, so that hopefully it’ll inspire more artists to see independence as a real option rather than a stopover. But on top of this, after quite a few years working in the music industry, I am more in love with the idea of independence than ever before, and here’s why.
The music industry is changing in a way that favours creatives who think differently, move fast and cut through the clutter. Major labels are no longer holding all the cards, and artists now have a real shot at showcasing their creativity and leveraging it to their advantage. Furthermore, the industry has never really been built to ‘help’ artists; scalability and exploitation has always been more of a priority. But it seems to be reaching a tipping point, which is a great opportunity for artists to become key movers in this change.
Other than focusing on the Asian music industry, the other main focus of our podcast is independence, and that’s why I wanted to talk about it on the last episode of this season. Independence is a state of mind. To feel in control of your career, like you understand AND deserve a seat at the table, and to be able to make decisions for yourself is a feeling like no other.
And given the vast potential of the Asian music industry, having this superpower under your belt is only going to empower you to stand out, and have the chance to make an impact at the right time.
As the last episode of the season, I also wanted to take the chance to thank everyone who has contributed, supported and listened to this podcast so far. Your feedback has been so positive and I am so happy that what we do has influenced and inspired at least a handful of artists. This is just goodbye for now, but we’ve got some sick stuff planned for season two, so don’t go anywhere just yet.
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On the latest episode of the Level Up Podcast, we’re wrapping up our digital distribution topic with a deep dive into a lesser explored music industry, but one brimming with potential. The Southeast Asia music scene is one of the most vibrant and diverse in the world, and while streaming is still relatively new here, it’s so exciting to understand the differences between each of the markets, and how one could potentially fit their offerings into these markets.
We invited Believe SEA distribution’s head of Editorial and Marketing Partnerships Tim Tsen onto our podcast to share his insights about the quickly changing landscape, the best ways artists can communicate their music to the platforms and tips for organic digital growth.
While mature markets like Singapore boast a good understanding of streaming platforms, markets such as Indonesia and Philippines are catching up with a plethora of exciting developments both technological and musical.
And despite digital becoming an increasingly big part of any artist’s strategy, Tim emphasised that artists should manage their expectations of what digital platforms can do for their career, and focus on optimising their metadata, SEO and employing organic growth techniques.
We also cleared up some major misconceptions about the Southeast Asian market which are an important first step to getting into the swing of things.
What was your understanding of the Southeast Asian market before listening to the podcast? Share your comments below and don’t forget to subscribe to our Patreon ‘Level Up’ Tier to learn about Tim’s 5-star DSP marketing plan, the three main misconceptions about the SEA market, and more resources!
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Digital Distribution | Exploring the Greater China Streaming Market ft. Believe Taiwan's Jim Tseng
This week, we’re honoured to have Believe Distribution’s head of Taiwan and my good friend Jim Tseng on the Level Up podcast to school us all on how the Greater China music streaming industry works, and the landscape of today.
Both Taiwan and Mainland Chinese streaming markets grew despite the COVID-19 pandemic in 2020, and Jim shares about the unique benefits of both markets, some obvious and others not so much.
And for listeners interested in the Mainland Chinese market, we answered the big question on everyone’s minds: what is the market all about, and what kinds of artists are primed and ready to take on such a daunting industry.
We also talked in depth about how independent artists can make the most out of their data, and when it might just be best for them to put it aside and focus on planning and strategizing their releases instead.
Key Takeaways:
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Digital Distribution | All Your Distro Questions Answered Feat. SINGPOP’s Hubert Ng & Terrence Huang
*This episode is an audio replay of a SINGPOP webinar titled ‘Let Your Music Be Heard’. Watch the full webinar here on Facebook*
I was honoured to be invited by SINGPOP to share about my experience working as a label manager with Believe Digital, and also about my understanding of the streaming market in Asia as well. Over the last few years, I’ve serviced and come in touch with hundreds of artists who come in all different shapes and sizes. I believe that all of them can tailor their distribution strategy in different ways to achieve their potential.
But many soon encounter their first roadblock, which is when dealing with a distributor, they’re unsure of where to proceed from here, or to make the most of the services they offer.
On this podcast episode, I break down all the myths and tell it to artists straight about topics such as:
& more. Yes, it’s going to be a long episode. But I promise that all of these are tried and tested tips that have helped many an artist level up their distribution game, and as always, make the most of it.
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Social Media | Interview with Jaguar Jonze - Finding Artistry & Independence via Social Media
When I came back to Perth for the Summer, I did not in my wildest dreams expect to meet Taiwanese-Australian artist extraordinaire Jaguar Jonze here. But yet here she was, seated in front of me in all her signature leopard print glory. I had met Jaguar aka Deena Lynch the day before at a music mentorship program for West Australian musicians, and given that the previous episode of our Level Up podcast was very much inspired by her amazing social media strategy, the serendipity was too strong to ignore with this one.
A self-managed artist who has gone from strength to strength with her uniquely sensual and vulnerable alt-rock sound and striking east-meets-west visuals, Deena is one of few artists who has truly pivoted the pandemic to her advantage in 2020. As she so succinctly puts it, she made COVID her bitch.
Becoming Triple J’s most-listened artist in 2020, scoring brand deals with the likes of Christian Louboutin and Adobe, and fighting for accountability and change against sexual predators in the Australian music industry, it’s mind-boggling to know that Lynch achieved all this after spending 40 days in the hospital battling COVID-19.
Yet she is very transparent about social media and digital media’s role in her success on the whole, sharing that the brand partnerships she garnered last year were definitely down to the social media presence she’s created during this time. We sat down with Deena to pick her brain on her mindset surrounding social media, her relationship with it throughout her career, and the logic behind some of her stellar online content.
Also...we are so excited to announce our first ever sponsor for the Level Up podcast - Yunizon Eyewear! We really connected over the diversity than ran through both of our brands (especially the inclusivity for Asian fits) and thus felt they would be the perfect partner for our podcast! Check out their frames on their website or Instagram, and use FIRSTORDER10 to get a discount on your first order! Race you to the checkout page!
Website: https://www.yunizoneyewear.com/
More about our sponsor:
Yunizon Eyewear is a New York City based company producing premium handcrafted eyewear with a focus on fit. They are the only sunglass brand to offer three distinct headwidths (narrow, medium, and wide) and non-slip nosepads in every frame. Each gender neutral style is designed to maximize comfort and look great. The founders, Kimberly Van Schoyck-Riojas and Rebecca Lay, combined have 20 years of experience in the eyewear industry and ensure Yunizon customers never again have to compromise fit for style.
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Social Media | Artist Case Studies - Jaguar Jonze, Karencici, Joy Crookes
We can talk all we want about social media, but what better way to put it in context than with some case studies deep diving into some artists we love?
With Instagram as our medium of choice, we’ve chosen three artists who we believe embody all the foundations for a healthy and creative social media persona as per talked about in our last episode: Taiwanese-Australian singer-songwriter Jaguar Jonze, Asian-American singer-songwriter Karencici, and British artist Joy Crookes (of Irish/Indian heritage).
We believe that the most important thing is to use social media to empower yourself, and what you hope to express to your listeners. These artists have taken the basic social media format Instagram has provided them with, and merged it with their own creative direction and workstyles to create content that is uniquely and consistently them, creating interesting ways of creating content through the platform in the process.
If you’re a visual person, don’t forget to check out the YouTube verson of this podcast ep we put up with screengrab walkthroughs of the various Instagram posts for full effect!
Here are the main takeaways we got from each of the artists’ profiles:
Jaguar Jonze
Karencici
Joy Crookes
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Here's the thing about social media. It's an ESSENTIAL part to your role as an artist. Even your lack thereof of social media use (when done correctly) can establish your branding and your positioning as an artist.
I see a lot of artists and work with a lot of artists who feel constrained by the regimented and time-consuming routine by which they feel they have to use social media, to engage and interact to keep those likes and follows coming in. Here's the thing: you don't HAVE to do anything.
But if you, as the artist, the primary creator of content are unwilling to put in the work, then the buck stops with you. And by doing this you are sending out a clear message that you don't want to create engaged, authentic relationships with people who truly love your music.
Instead of feeling dragged along by the social media grind, change your perspective and take control of your presence on social media. To me there’s just something so empowering about understanding the platform you’re using, and that you’re using it on your terms, to your advantage.
Here are my best tips for getting yourself into the right mindset to tackle your social media presence.
And when we talk about whether something is working or isn’t, think past the numbers. As an artist, remember to always go back to your positioning, and evaluate whether what content you’re creating is on brand for you. Another metric that’s really important to me, is time spent. Is the amount of time spent on social media proportionate to the value that you’re getting out of it? Again, when we talk about value, think outside of likes, shares and retweets. Think about the deep conversations you’ve initiated, about the way people resonate with these new messages you’re putting out. Think about how you feel as a content creator in the process.
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Artist Branding & Positioning | Implementing Your Positioning
On one of the previous podcasts we talked about defining yourself, your branding and positioning as an artist. But after all that work's been put into planning, you might be thinking, what now? How do I implement this new positioning and start branding myself in a more consistent and authentic way? Before we get into the implementation part, some of you may be thinking that consistency is a lot of work, it's not particularly creative, what if I just want to express myself freely as an artist etc. But consistency in branding is one of the foundations of being an artist. If the positioning research was the blueprint, consistency in implementation is the foundation.
About Integrated Marketing Communications (IMC)
There is a principle in marketing called integrated marketing communications. It is built on the aim of creating a synergistic effect, which can only be created when all communications on various outputs are all putting out the same message. When this happens, we are said to get a greater result than all the messages that were going out separately and not in coordination.
The link between IMC to branding
This applies to branding too. If you're putting out different, and sometimes conflicting messages about your branding, you're cannibalising your own attempts to make any progress. Whereas if all your communication efforts be they through social media, press, to colleagues are all consistent or complementary, that is when all efforts come together to create the most value for you and your brand.
Executing your Positioning
We can classify positioning efforts vaguely as either ‘tangible’ or ‘abstract’.
Tangible : Written or visual communications present on platforms such as social media or your website. Essentially, mediums on which representations of you already exist and can be easily edited in black and white terms.
Abstract: Any channel you brand yourself with which is not easily editable, but still ‘updateable’. E.g. Onstage persona, song choice during gigs, the way you respond to fans or interviews, look and feel of future social media posts
Executing your tangible positioning
Executing your abstract positioning
E.g. If one point for executing your abstract positioning is:
Adopting a consistent colour palette across social media, action points could be:
Last bit of advice:
KEEP AT IT! While it might not feel like what you signed up for as an artist, but keep at it, and it’ll become second nature to you. And the fact that these simple steps are second nature to you will become your competitive edge.
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After our first full episode that went in depth about artist positioning and helping you to decipher what kind of artist you want to be, I figured that this topic might still be a little abstract for some. So we’re calling a friend today to help us put things into perspective for you!
Malaysian singer-songwriter Evangeline Wong joins us on today’s show to share about her journey through the world of artist positioning. I first met Evangeline in 2017 or 2018 when she had just signed with Taiwanese indie record label SKR Presents as their very first artist. The team invited me on board to help them plan out the next steps for Evangeline, and one of the very first things we worked on was getting down her positioning and direction as an artist. After we finally hammered it out, things fell into place much easier, and directly led to us being able to conceive the perfect idea for her momentous debut album “Wilder” which got her nominated for best newcomer at the prestigious Golden Melody Awards in 2018.
Getting her start in the industry as both an artist and a professional songwriter, Evangeline is a freewheeling artist whose versatility and voracious appetite for new experimentations within the pop genre has made her an artist to watch. We chatted with her in depth about her journey and direction as an artist so far, and how a good direction might go a long way.
For English speakers, the key points of our conversation are highlighted down below!
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Artist Branding & Positioning | What Kind Of Artist Do You Want To Be?
Okay, so you wrote a song. Now what? Today we'll be navigating the Asian music industry together and discussing our very first topic: artist branding and positioning. Or in other words, 'what kind of artist do you want to be'? Before you hit submit and deliver your new track out into the world, it always helps to think, even in very informal terms about how you would like your music to define you. Sure, sometimes it works to go with the flow. But a clear artist positioning will give you a much-needed compass for the road ahead.
Our Hard-and-Fast Steps To Understanding Your Positioning
Step 1: Brainstorming Your Positioning
Think about how you would like to be viewed as an artist. Be it by genre preference, style, voice, or certain musical elements, figure out who you are, and what makes you unique. If your mind is still blanking, try asking friends and family for their honest opinions, and see how these comments sit with you.
Are they on point? something you've never thought of before? or just completely off the mark?
Remember to take your emotions out of the picture for this exercise, It's not going to work if you get offended at their comments. Instead make a mental (or actual) list of the qualities or descriptions of you as an artist that sat right with you and those that didn't.
Either way, it'll give you some food for thought and allow you to use the process of elimination and your intuition to narrow down to where you'd rather be and where you'd rather not be as an artist. Finding what defines you as an artist is an ongoing process. And this brainstorming exercise is just one way to help you get started.
Step 2: Articulating Your Positioning
If you've gotten this far, the next stage would be articulating this branding in a succinct manner. Like a variation of a Unique sales proposition. I.e., try to sum up yourself as an artist in one or two sentences.
USP example:
Wang Leehom is a Taiwanese-American singer-songwriter and multi-hyphenate who was one of the driving forces that brought Mandarin pop music to the wider world. Popular for his full-throated ballads and east-meets-west musical fusions, he is one of the reigning kings of contemporary Mandopop.
The USP should be a list of the most pertinent and unique features of you as an artist. Keep that in mind while you come up with this. Again, take your time as it's not going to come immediately or overnight. But once you have it, it'll inform the core focus of your forthcoming strategy. Try it yourself!
Step 3: Competitor research
The last and final step is competitor research. Now that you've learnt how to objectively articulate your description as an artist, it's time to pit yourself against the competition.
Think of artists who fit into several categories: artists that you aspire to be like, artists that you are similar to (in some ways), and artists in your niche. Draw a Venn diagram and note especially if there are any artists who are in two or three of those categories simultaneously (especially look out for artists you are similar to, and artists in your niche).
Pay extra attention to these artists, what they're offering, and question if your USP is different enough from theirs in order for you to stand out. Note any interesting points or projects they’ve worked on which may (or may not) work for you.
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Intro | Welcome To The Level Up Podcast
Welcome to the Level Up podcast! I'm Jocelle Koh, the founder of Asian Pop Weekly, and all-round music creative, and I'm here to help artists everywhere to navigate the Asian music industry. This episode is an intro spiel about me and what I hope to achieve with this podcast.
All the time, artists at every stage of their career are still asking me, 'where do I go from here?' And it's not a judgement, but a fact, that a lot of us who love music and work in this sector, don't know as much about the business side of it as we should, despite most of us hoping to make sustainable income from it. The ‘Level Up’ podcast seeks to empower artists to make decisions about their music business independently, and to help artists to ‘level up’; no matter what that means to them.
Defining ‘Levelling Up’:
Levelling up in the context of this podcast could mean any number of things. It could mean:
There is no one right answer to the definition of ‘Levelling Up’. But we hope this podcast will empower YOU to find a definition of it that’s right for you!
More about Jocelle:
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