Thursday, July 20, 2017

Artist Spotlight - Aaron Beri

Australian-based singer song-writer, Aaron Beri is preparing to head home to Europe to showcase his debut album, Avalanche.

The soul and R&B soundtrack to Aaron’s childhood heavily influenced his own musical style, as the album’s delicious ballads, filled with emotional lyrics, and impressive harmonies, add a modern twist to a sound reminiscent of 80s classics. Aaron’s mother can be credited with introducing him to the music that would go on to influence his career, he said, “I can vividly remember sitting in the back of my mum’s car jamming to Michael & Janet Jackson’s ‘Scream’, Aerosmith’s ‘Don’t Wanna Miss a Thing’, and Toni Braxton’s ‘Unbreak My Heart’. These artists have always stuck with me.”

The album is personal for Beri, who wrote all of the songs, with much of the focus being on the complexities of relationships. “The 9 tracks of this album very much tell a story. I named it Avalanche as the tracks are about the cold and destructive side of love.” This can be felt clearly in lead single, Kingdom Falls, a haunting ballad produced by Aria nominee, Peter Holz, and Mastered by Grammy award winner, William Bowden.
Currently in the process of working on a 5 track EP and single both set for release in late 2017, Aaron thinks his new project is a departure from his current sound, “My style has evolved in such a short space of time, and I think people will be shocked at the difference between Avalanche and this new project. The sound is bolder, stronger, and edgier. There is even going to be a music video or two, so we are extremely busy planning.”

One thing is for certain, the future looks both busy, and bright, for this talented new artist.

Avalanche is available now on, Spotify, iTunes, GooglePlay, Apple Music and other online platforms.

For more information about Aaron Beri, and his music, go to:

1.) What made you want to get into the music business in the first place? Did anyone influence you to do music? If so, who? Influences? Role Models?
I have always loved singing, even as a child, and for a long time I have written poetry.  A couple of years ago I had the opportunity to sing at a friend’s fashion show and once I performed on stage I was hooked.  Since then, I’ve tried to tread my own path, whilst also learning from those around me.  Musically I am influenced by lots of different artists but I try to avoid comparison to anyone in particular.  I wouldn’t say I have specific role models in the industry, but I seek the opinion of those close to me and just do what feels right.

2.) Unfortunately the music industry is full of talented individuals who just don't get any recognition for their talent and/or work. What do you plan to do to make sure you stand out and get noticed?

I totally agree that in this industry, talent alone isn’t enough. I think it’s important for me to build a really solid connection with my fan base and in that regard, I really rely on the quality of my lyrics and music to form that connection. I try to craft a meaningful story with my lyrics and direct people’s attention to deeper themes using relatable imagery. I really believe in the adage that you should write what you know and the Avalanche album reflects this.  It represents a big story told though many fragments. These fragments, or stories have relevance to my life experience but also broad appeal.

Quality song writing is important, but I also recognise the importance of developing my voice to reflect the emotion in my songs.  I have been working hard on vocal training and, unusually for a male, I’ve managed to extend my vocal range to a little over 5 octaves.  This has been really useful in allowing me to experiment with different genres, sounds, styles. In the studio it allows me to perform all my own harmonies without relying on backing singers to lend my sound more depth and resonance.

3.) Would you rather be on a major label or would you rather stay independent? Why or why not?

At this stage of my career I would rather remain as an independent artist. Since I commenced this journey I have learnt an enormous amount about my own style and about the broader music industry.  I really believe todays artist needs to be confident of their position in the industry and the direction they want their career to take before negotiating with a major label.  That’s not to say major labels don’t have value for an artist, but of course it needs to be a mutually beneficial relationship.

4.) Do you think that the traditional music industry model as we know it is dead? Why or why not? 

So long as there is music there will be a music industry, but, like lots of other industries, it has evolved. Technology has caused a lot of disruption to the industry in the last 10-15 years but I think more recently we have seen signs of things reaching a new balance. For those who are independent artists, the industry may have shifted in our favour. To succeed in the current climate, it helps to have as much ownership of your craft as possible and in that regard strong song writing is as important as a good voice. As an independent artist I believe it’s important to build a solid connection with my audience and offer them something more than disposable music. By creating songs with enduring meaning I hope to build a loyal fan base that actively seeks my new material.

5.) How do you think the internet and social media affected the music industry and how musicians are able to market themselves? 

The internet and social media are a double-edged sword for artists. The ability to reach an audience directly, without relying on a closed distribution and marketing system has democratised the industry and allowed even the most obscure singer to have a voice. On the other hand, being heard amongst the noise of all those artists is the challenge and musicians still you have to find a way to cut through to an audience. Overall I found social media beneficial but I would rather focus my energy into creating music than becoming a social media personality, and striking a sensible balance is important.

6.) What is the most difficult thing you've had to endure in life and has that had any effect on your path to becoming a musician?
I’m very thankful that I’ve not had to endure significant adversity in my life, but like many of us, sometimes it is the choices we have to make that prove a significant challenge. I was on a fairly conventional pathway studying at a university and really not focusing enough on my music when I made the decision to become a full-time musician. Abandoning the path of least resistance to follow a dream seemed daunting at the time, but it was definitely the right decision.

7.) Artists who try to make music for the general public and make more money are usually seen as "sell-outs." Do you see it that way and if so, what do plan to do to make sure you make music that is true to your brand and make a good living at the same time without having to "sell out"? 

I make music that I like to listen to and fortunately I have fairly mainstream musical taste. As such as it’s not too hard to stay true to my brand whilst creating music which I hope will have wide appeal. More broadly, I think artists of all kinds have always struggled with the tension between keeping their art pure, and making a living from it. It’s a challenge that many singer/song writers have to resolve but I would be reluctant to criticise an artist for trying to give their sound a wider appeal. In the end, I want my music to be heard, discussed and enjoyed by as many people as possible, but I also want to create something of quality, of which I can be proud.

8.) When you do music, what would you like your listeners to get out of your music?
I think the best songs are those people can really relate to. Of course, a good lyric needs a great hook and it’s that combination that really endures. I hope my listeners can immerse themselves in a story for a few minutes, relate to the lyrics and hum along to some catchy melodies. Then I want them to do it all again during the next track.

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