Interview with Matt, ViV's lead singer and guitarist.

by Maya
Indie Artist Station, July 19th, 2004

Issue Date: July 19, 2004

Interview with Matt, ViV's lead singer and guitarist.

Maya: Describe your specific style of music?

Matt: Eclectic Mix of Americana, Brit Pop and Psychedelia.

Maya: How long have you been in the music industry?
Matt: I've been playing music since I was a little kid so I guess I've been in music all my life… as far as the music biz, I would say for about 5-6 years hard core.

Maya: Are you trying to generate an emotional response when people listen to your music? If so, what emotion is desired? Has there always been a particular theme in all your songs?
Matt: I write songs about my life and hope to make a connection with the listeners but I am not really trying for one emotional response.

Maya: Who are your listeners? Is there anything you learn from your fans about your music?
Matt: We have a huge college and high school following but we also have quite a few 50 year olds at our shows, We learned that every night playing live is a chance to connect with the audience in a different way. We've learned to love ourselves a little more through our fans eyes.

Maya: Who all encompasses your team?
Matt: We have a manager, a PR guy, 5 interns. We are currently working with a booking agent. We also like to work with promoters for bigger shows. Basically, we all have different roles and more and more we are finding professionals to take our place but at first we did everything all ourselves.

Maya: Who's your favorite person to work with in the music industry?
Matt: Joe Schuld, (Joe's Music Management, Marketing & Promotion) our manager... He is real, honest and hardworking but above all he loves music with the enthusiasm of a little kid. He constantly keeps checking for weaknesses in the fences like a bulldog with a marshmallow heart.

Maya: How many bands have you been with throughout your music career?
Matt: 3

Maya: What was the turning point where you made more serious moves towards your career in music?
Matt: I was on track to play professional soccer and cut my foot, almost in half, one summer. I spent the entire summer sitting on my porch playing the guitar and writing songs.

Maya: Were there any people along the way that helped move you forward in your career or is it a continuous dream that keeps you motivated, passionate and determined?
Matt: A little of both. I think if I was not passionate about what I am doing then I would have given up a long time ago.

Maya: Do you have a Moneymaking Music Tip?
Matt: Find an investor.

Maya: What can't a musician do without these days?
Matt: A demo, web site, live shows, but most importantly great songs that are original sounding NOT just derivative. Take chances!!!!

Maya: What have been the great resources in your music career?
Matt: Other bands that are out there, all of the services and all of the conferences and speakers will give you some info. I would say the most important thing is to focus on who you are first then seek help.

Maya: When you are uninspired and unmotivated, what do you do to get out of your rut?
Matt: Let time happen, go play live and try something new or go see someone else's art, film or music..

Maya: Where is your favorite place to play at?
Matt: the Great American Music Hall

Maya: Getting airplay in local radio - have you accomplished this? Is there a local radio station that supports Indie music in your area? If you've been successful in getting airplay, what have you noticed is necessary to get airplay?
Matt: KFOG 104.5/97.7 - World Class Rock radio - in San Francisco, is great for local music. Be great, record great music and do something for your community of musicians. You will then start to get known and approached by radio stations. You could also just send your songs to them and follow-up with a phone call.

Maya: Is your long term goal to get signed?
Matt: Not necessarily although it could be beneficial to us.

Maya: What mistakes have you made that was an eye-opener for you?
Matt: Listening to false prophets, people who sell you the opportunity to "get signed" or "blow up" it is bulls*@t because you just know you need to work hard for those things. When people tell you otherwise they are wasting your time.

Maya: Every indie artist has suffered and are challenged by the big bucks - the challenge is that they don't have big bucks... When you've encountered financial obstacles, how did you overcome them?
Matt: Still trying to overcome that one.

Maya: What band has been successful, in your eyes, as an independent you are inspired by?
Matt: Ani DiFranco

Maya: Some people might complain about the aches & pains of the indie musician life but let's stress the positive? What do you love about being an indie?
Matt: I'm my own boss and it is very fulfilling to do everything on my own.

Maya: How do you balance your music career and a social life?
Matt: What social life? Kidding.. It is important to the artistic process to have days where you just chill with friends and don't talk or play music. This does not mean you are lame. It just means you are washing out some of the dirt that gets in the pipes from time to time.

Maya: In everything you've done with your music career... what aspects were "pure luck"? what aspects were sweat and passion?
Matt: I have not experienced pure luck yet. Everything is work.

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