Softest Hard
cover story in her. magazine volume 11
Photography _ Kenneth Cappello
a conversation with Softest Hard
Writer_ James Oliver
To start with, can we talk a bit about your background; where you grew up, what were your formative years as a teenager like, what sub-cultures are you into, all that kind of thing?
I was born in Burlington, Vermont, a small mountain state up north with my dad and my grandma, then when I was about 10 years old, I moved down south to Raleigh, North Carolina, to live with my mom. Growing up in Raleigh wasn't bad but I always felt like I couldn't relate to any of the kids that I went to high school with and there really wasn't much to do but smoke weed, trip acid, and get into trouble with my two only friends at the time, which was enough for me. At the age of 17, I ventured out to Los Angeles on my own trying to escape my boring and bland life back in North Carolina. I've never forgotten that it was my first time seeing palm trees in real life, so when I first arrived, I was so captivated and fell in love with the beauty of LA. I’ve been here for 8 years now and I'm still just as in love.
Can you talk about your education in music? Where you formally trained? How did you create your sound and make it your own?
I trained myself in the comfort of my home. It all started with making simple playlists, then I started making mixes using garage band. At the time, I didn't even know what BPMs were but still, somehow, I was able to make smooth transitions with the help of lots of filters. I started uploading these mixes onto SoundCloud and they started doing really well, mind you, I was doing this just for fun and didn't consider myself a DJ or anything, just someone who loved music and playing with ideas. My passion continued to grow, and I bought myself a pair of Technics, a mixer, and I would go out and buy all sorts of records. Every day after work, I would come home and just mix and practice all night long. When I first started making mixes, my sound was pretty random, consisting of Gucci Mane to lo-fi instrumental beats, but I would make it work. For the longest time, I considered myself as an open format DJ; I knew every genre, and I could play any genre, but I loved playing rap and hip hop the best. Then I started playing at the homies’ warehouse parties and inserting myself in the LA underground scene. Fast forward, I started getting into Jersey Club/Footwork sound. I loved the bounce and the energy, and I loved that I could still play rap music but with a Jersey Club edit; it was the best of both worlds to me. I started exploring new sounds and eventually got into electronic music which was a totally different world from my rap/hip hop background, but it gave me a different type of feeling that I loved. The sound I created was a sub-genre of Hardstyle called Softest Hardstyle. It’s an original Hardstyle heavy bass feel but I add my own touch of softness by mixing in really pretty and melodic synths.
Can you tell us how you got your breakthrough and how you built from that point?
I have had a few breakthrough moments that gave me a feeling of validation that this could really work but my first big show was when Lil B the Based God had me open for him at the Observatory in Santa Ana for his show Lil B and Friends. Mind you, I was used to only playing warehouses and small bars just for fun and now I'm being put up on a real stage in a venue with a capacity of about 1000 people. The energy was completely different. I got my first taste of really performing; lights, and all eyes on me. It was the most nerve-wracking but euphoric feeling I've ever had in my life. The first festival I performed at was Coachella 2016. I had a friend that worked at Golden Voice who really loved my sound and he gave me the opening slot on the main stage. I performed super early and there were about 50 people there in total but I didn't care, I was just so honoured to be playing at a festival like Coachella. A year later or so, I met Skrillex, someone who I've always looked up to as a producer and DJ, that dude is an alien, he is so talented it's insane. We became really close friends and he started letting me open up for him at shows or little OWSLA pop-up parties. My love for electronic music started to really grow and I landed a spot on Diplo's Revolution as a resident DJ. At this point, I had a nice fan base, my music is going great, and I'm booking tours in and out of the country. With the help of my management, I then got two amazing agents at Paradigm and from there, things just went crazy. It’s really about loving the music, being passionate, putting in hard work, staying creative, and the success will follow.
What have been the biggest challenges you have had to overcome to get to where you are at the moment?
For me, one of the biggest challenges I had to face was putting all my time into my craft which meant less time for friends, family, and other things that I loved to do. Having to leave on tour and never being home, was really hard for me as well but this was essential for my career.
Can you please go into some detail about your process of making your music?
It really just depends on how I'm feeling and my environment. There really isn't a crazy process to it besides the technical aspect and all the trial and error you go through to make something sound perfect. Music is my outlet and if I’m feeling happy, sad, or whatever is in between that, then it will get translated into my music.
Who are the people who have had the biggest influence on you and your career?
My mother who has supported me since the beginning of time. I told her when I was 17 that I was moving out and going across the country to live in LA and she allowed me to follow my dreams and gave me the reassurance that if things didn't work out for me, I could always come home. She never forced college onto me, and she just wanted me to be happy. She’s my best friend. Everything I do is for her and to make sure she’s comfortable.
Can you please talk a bit about your name SOFTEST HARD, why did you choose this name? How does it represent you as an artist?
I chose the name Softest Hard for myself because I am a cancer woman, I am soft and sensitive on the inside, but I have a hard shell/exterior. The name also represents my music because, as I mentioned before, I incorporate heavy and hard drums and bass with soft and pretty melodies.
Can you talk about your style and how important your appearance is as an artist? How does it carry over to your music?
My style is confident, sexy, cute, and just being comfortable in your own skin. Appearance can either be very important to an artist because branding and having an imagine to keep people interested is important, or sometimes appearance doesn't matter at all and people just let their art and music speak for them. I think I'm somewhere in the middle of those two.
Would you ever consider taking your interest in fashion further?
Actually, I'm in the process of making my own street wear brand. It's called By Myself and I’m working with some amazing graphic designers and artists to bring my ideas to life.
Can you talk a bit more about By Myself? What is the concept, what direction do you want to take the brand and what is the overall vision for By Myself?
One of my favourite tattoos that I have is on my hand and it says, "By Myself". That's always been a powerful saying to me. For me, it means two things; I did it by myself, I worked hard, and accomplished a lot in my life with no help; the other meaning is that I was born alone and I will die alone, it's me, myself, and I. When I initially had the idea to create a clothing brand, "By Myself" was one of the first ideas I had for it because it already meant so much to me. It's a simple, yet powerful, message that I feel other people can relate to. By Myself is a unisex streetwear clothing brand but I'm going to be incorporating a lot of pieces just for the ladies.
What festival or event has been the most memorable for you up until now?
I played EDC Mexico at the beginning of the year. It was my first EDC which was a huge deal for me because, as an artist, these are the type of festivals that you are working towards playing. I was with my best friend and my manager and the energy and atmosphere were so beautiful. One for the books, for sure.
How much are you missing DJing at the moment?
So much. Thankfully I have a set up in my room and I can mix and play music, but nothing is the same as live concerts with fans. I was very depressed when my tour and everything started to get cancelled but I'm not the only one suffering so I’m doing my best to just stay positive and hope for the best.
Going forward, how do you think the music industry will react to what has happened in 2020 with COVID-19?
I think people will become more appreciative of live music. You often take things like this for granted because you don't think we are going to live in a time of a global pandemic, and everything will be closed and over. I think the energy coming back is going to be so fresh and filled with love since I’m sure everyone has missed the feeling of live shows and festivals.
What does the future hold for SOFTEST HARD?
I'm not sure what the future holds for me as an artist. All I know is that as long as I’m able to be creative and make art and music and continuing to make people happy with my craft, then that’s all that really matters to me. I hope for the best of course. Releasing an album is, for sure, a goal of mine.