In October, shesaid.so threw a party to celebrate our 7th Birthday, and were blessed to have it soundtracked by some brilliant new artists. One of these was SUCHI, a producer and DJ on the rise, who released her debut EP ‘Swift’ in December. A slick mature production, SUCHI’s sound is hard to categorise with an infusion of UK breaks, techno, and Indian elements creating something truly timeless and Global. Whether it’s hosting her resident slot on Boxout.fm, or taking over Boiler Room, SUCHI’s continued to impress. Now one of Mixmag’s ones to watch for 2022, SUCHI chats us through her background and inspirations.
Tell us more about your artist journey and how your sound has developed to where it is today?
I started out doing radio back in 2016 as I needed a musical outlet alongside my full time job in advertising. Through radio I started to learn how to DJ and found myself increasingly playing more club focused electronic music. It wasn’t until lockdown 2020 I started taking music production seriously. I had more time to learn Ableton and I had the right support and mentoring network that helped me out. Growing up in Norway, I was exposed to a lot of melodic and experimental electronic music and those early influences really stuck with me. Röyksopp, The Knife, Björk etc has definitely shaped the sound I’m into, whereas my Indian background has influenced my love for percussive music.
Who are some of the key artists and creators who have inspired or influenced you?
There are just so many. When I was around 12 I was obsessed with pop, R&B, hip hop and rap. Destiny’s Child, Lauryn Hill and the Spice Girls influenced me massively. Then I got more into Indie bands like Test Icicles and Bloc Party, but at that time I was also a huge fan of Nordic electronic artists like Björk, Röyksopp and The Knife. I’m also a massive fan of A.R Rahman and the way he modernised Bollywood music by using influences from disco, rock, funk and pop.
When it came to the creation of your first EP, what did you want to do with that release and what did it mean to you?
I wrote my first EP ‘Swift’ in the Yorkshire countryside during the second lockdown. I was in a transitional situation where I had decided to move back to the UK from NYC after leaving my full time job. I knew I wanted to pursue music but I had been putting it off for so many years. I was living at my boyfriend’s parents house while we were figuring out what to do next with our living situation. During this time I was freelancing and had more time to write music and learn production. I knew I had to release an EP that year and finally start my journey as a producer — so it was really important for me to have ‘Swift’ on a label I respected that also represented my vision as an artist. That EP definitely changed a lot for me.
We’re early into the New Year, what are you excited for in 2022?
For the past few months I’ve been working with a manager who has been so great to work with. I’ve got a single and a 2-track EP coming out in Spring and we’re also working on some amazing shows and festivals. I’m also currently writing music for my third EP. There’s possibly an India tour in the books too which I’m super excited about. I really can’t wait to get out and DJ to a crowd again.
We loved hearing your set at our Birthday party. What’s your approach to playing more chilled out spaces, versus the raves?
I find chilled places and warm up sets particularly tricky haha. You’ve got to keep in mind that people are there to have a good time, but also to have a conversation with their friends. I tend to go for more upbeat, happy tracks that work well in the background but also get you warmed up and movin if you fancy hitting the dancefloor. This is also a good opportunity for me to play other genres I love, like Brazilian boogie, Syrian funk, Indian disco and other gems from around the world.
shesaid.so is a community guided by intersectionality. In your opinion, how could the music industry do better in terms of inclusivity?
There are so many smaller collectives bubbling up. Promoters, bookers and radio hosts should focus on finding these sub scenes and include them on their platforms. I also think it’s important for the music industry to let go of preconceived notions of what people who look a certain way would play. Being South Asian doesn’t mean I’ll drop lots of Bollywood edits in my sets. Take the time to check out their sounds and you’ll most likely find talent that are incredibly skilled and have broad appeal beyond their close circle. Collectives like Daytimers are a prime example of showcasing a diverse spectrum of talent and styles within the South Asian creative community.
Has community played a role in your evolution as a creative?
Definitely. Being part of Daytimers has been really helpful in terms of getting opportunities and forging collaborations. If it weren’t for the collective, I wouldn’t have played my debut Boiler Room set which opened a lot of doors for me. Also you get access to people with all kinds of skill sets and talents that are on offer to help you out. We have a Discord channel where everyone can share works in progress, get feedback, share tips and also share opportunities.
I think collectives and communities like these are vital to be a part of if you want to evolve and grow as an artist.
We have a question for you from our previous artist Spotlight, MILCK. She would like to know: How do you balance times of active creation and times of passive rest in your process?
The number one thing that helps balance the two is to never force it. I consider myself pretty good with time management, planning out when to work on music alongside my freelance job. But sometimes you just don’t feel like it, and that is OK. Those days I just take a day off and do something completely unrelated to music. It’s important to be in the right mindset when creating, and forcing it will just lead to more frustration. Coming back with fresh ears and eyes on the other hand will make the active creation process much more fruitful and productive.
And finally, could you share three bullet-point top tips for artists just starting out? What would you have loved to hear?
1. Be patient and take your time.
I started out late and I felt anxious about how ‘far behind’ I was due to my age. In the end I had to keep reminding myself that I am doing this for the long run and it’s important to dedicate time in the beginning to learn and establish yourself properly. It’s about doing it for the love of the process, not the end result. This applies to learning music production and DJing but also finding out who you are as an artist.
2. Find mentors and collectives who share similar values to you.
Having a support network in the beginning was crucial, and still is! Find people who share your taste in music, can constructively feedback on your work and teach you new skills. Join collectives who create and share opportunities for each other.
3. Don’t compare yourself with others.
This is probably the hardest thing to follow. How can you not when there is so much talent out there. It’s important to have sources of inspiration and artists you aspire to be like, but comparing your success and skills to others can cause a lot of depression and anxiety. It’s important to give yourself the love and space to learn and not be so hard on yourself. Especially in the beginning. Tap into the artists you admire, ask for their tips, learn from their style, but never hold grudges or jealousy. That’s your worst enemy when it comes to feeling inspired, confident and productive.
Find SUCHI on:
SWIFT EP BANDCAMP: https://coastalhaze.bandcamp.com/album/swift-ep