Could you share the story behind your latest song and what inspired its creation?
I made “A Better Tomorrow” with my friends Elle Vee and Andy Kautz. I intended to write a song expressing what I wanted to see in the world, using individual micro-movements to make a macro influence and eventually bring about big change. I’m just a singer; I can’t change the world by myself, but I can use my music to encourage others.
If someone who listens is inspired to be the best they can be and use their talents to elevate, that’s how big change happens. I released A Better Tomorrow with high hopes and no expectations.
Now CNN International partnered with Rolex, is airing 13x and hour 24 hours a day in almost every country outside the USA.
This led to an influx of comments on my YouTube channel. That’s when I learned about the CNN deal. I am so grateful for the fans I have gotten to know from the exposure.
How do you approach the process of songwriting, and are there any specific themes or emotions you tend to explore in your music?
I don’t stick to one approach; I like to be open to new processes and ideas and let the song come to you. I used to spend the first hour of writing sessions finding a track that inspired me. As I’ve grown, I’ve fallen in love with writing from scratch and developing the song as it goes. I usually write what I want to hear, inspired by my life or something I want others to know. It could be advice, something I enjoy singing, or something that makes me happy.
As an indie musician, how do you navigate the balance between creative freedom and commercial appeal?
Balancing creative freedom and commercial appeal as an indie musician is challenging but exciting. My creative freedom usually lends itself to commercial appeal since I grew up in one of the “poppiest” generations of pop. Sometimes I tone down my vocals for commercial purposes because that’s what the market prefers. However, I’d rather have broad appeal and reach more people, saving my “too extra” adlibs for live shows where I can truly enjoy them.
I prioritize my artistic integrity and remain authentic to build a loyal fanbase while connecting with my listeners and maintaining my unique voice.
What do you find most challenging about being an independent artist in today’s music industry?
Handling everything on my own was incredibly challenging—it felt like more than a full-time job. I’m so grateful to have a team now. Since signing with The Sound of LA label in January 2024 (www.thesoundofla.com/victoriarenee), distributed by Virgin Music Group, it’s been a new year and a new music career!
I’ve had incredible support from Anissa and Michael B. Sutton, the CEOs of The Sound of LA label, along with their marketing and publicity team, and Warren Wyatt, the label music consultant. They help me balance creativity and commercial success. Constructive feedback refines my music and enhances its appeal. My revamped website (www.victoriareneehand.com) makes it easier for fans to discover my music and for venues to book me. Staying adaptable to new trends while maintaining my core identity allows me to maintain creative freedom and appeal to a broader audience.
Anissa and Michael B. Sutton, along with their marketing and publicity team, and with the support of Warren Wyatt and Virgin Music Group, have reorganized my entire music career. They started with the most important aspect: revamping my website (www.victoriareneehand.com) and my Youtube channel (792) VictoriaReneeHand – YouTube . Now, my website and Youtube chanel look organized and showcase my music perfectly.
It makes it easier for new fans to get to know me, for publicists like you to access the right information (press releases, biographies, etc. at https://victoriareneehand.com/press), and for venues to book me with the necessary music and photos.
Can you talk about your experiences collaborating with other artists or musicians? How does it influence your creative process?
I LOVE collaboration. There is no better feeling than being in a session with people you respect, who are great at what they do, all coming together with each individual’s unique strengths, and walking out exhilarated with the feeling of creating something magical. I learn something new with every collaboration. I am currently recording a new single “Secrets” with Michael B. Sutton – It will be released this summer with my new album – Just in time to submit for the Grammys!
What role does technology and social media play in promoting your music and connecting with your audience?
I’ve never actually promoted my music on social media besides sharing it with my followers, meaning I never did paid promotions. However, I owe so much to Shazam. When CNN started airing “A Better Tomorrow,” I wasn’t credited in the promo, and the only way for people to find it was through Shazam. From there, people found me on YouTube, and I use social media to connect with those fans. For that, I am so grateful.
Are there any particular artists or genres that have had a significant impact on your musical style?
I listen to all kinds of music, so it’s hard to narrow it down to one specific genre or person. I didn’t watch TV as a child, only Disney movies. Celine Dion was a big influence, as were Britney Spears for her entertainment aspect, Bette Midler, Martina McBride, Shania Twain, 2000s Rihanna, Jessie J, and Prince. I also spent a lot of time with my Aunt Rae, who sings in the cover band Dave and Rae, exposing me to a broad taste in music.
Indie musicians often have a close relationship with their fanbase. How do you engage with your fans and build a dedicated community around your music?
I try to respond to 100% of my comments on social media. While I may not get to everyone every time, I am particularly close with my fans from “A Better Tomorrow.” Those who commented on my YouTube channel are my tribe because they found me early on and took no shortcuts. Almost all of them searched manually for the song using Shazam or keywords.
Could you describe a memorable live performance experience or tour that has had a lasting impact on you and your music?
I performed at NAMM, which was a huge honor. I shared the stage with legends like Lita Ford, Ronnie Spector, and Shirley Manson, and played with Beyoncé’s house band. These women are incredibly talented, and it was an absolute privilege to work with them.
In an era of streaming platforms, how do you feel about the changing landscape of music consumption and its impact on independent musicians?
There are two sides to this coin. Yes, the money made from streaming is much less compared to physical purchases. However, you typically only purchase a CD once but can stream a song a zillion times. Nonetheless, artists should be getting more for streams, and that conversation is finally happening now with supposed forward movement. Streaming has also given independent artists an opportunity to use DSP services, which is huge. We have to learn to adapt and change with technology.
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Label: The Sound of L.A. www.thesoundofla.com
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Label: The Sound of L.A. www.thesoundofla.com