Emerging artist, Soche releases new "Hustle Strong" music video

Soche is an emerging artist and producer born just outside of Toronto, Canada. During high school living in Dubai UAE, she picked up her first MacBook, discovered Garageband, and took off on a passion for music that only grew stronger. Isolated on the other side of the world, days and nights were spent making beats, writing and recording. After moving back to Toronto, the music admittedly took a backseat to film producing, ultimately leading to a move to LA adjacent Orange County.


Influenced by a dual passion for beat making and the dance music heavy culture she grew up in, Soche’s sound captures her raw, relatable lyricism in a hard hitting, atmospheric environment. Her vocals glide over self produced beats, drifting in and out of ranges high and low, making the most of each moment. Starting from scratch on inner dialogue and driven off pure instinct, her music is an eclectic palette that has something for everyone.


Most recently, she has released her brand new music video for "Hustle Strong" which is available to watch now!


Listen to Soche's music now on Spotify!


https://open.spotify.com/artist/52pmqw2WMLQkr7MRlA2hyA


"Music has been my validation in the highest of highs and lowest of lows, a reassurance of my voice and value in this crazy world."

- Soche



INTERVIEW


Hello, Soche! Thank you for joining us today. When did you first discover your passion for music?


Soche: The passion for making professional music began during eleventh grade, when I picked up my first MacBook. I remember looking at it in the store, clicking through apps that served to fuel creativity. After opening up GarageBand, I was immediately intrigued by the layout of a DAW, and the fact I could create a melody off typing on a laptop keyboard. Ultimately, I now had the power in my hands to make professional beats and music.


My love of music in general began in childhood, during my years as a competitive dancer. I was constantly exposed to it, those formative years opened up my appreciation for different genres. My dance instructor would visit record stores in downtown Toronto to purchase the latest CDs for us to warm up to. Think JLo, Janet Jackson, Fatboy Slim. This got me excited to see what would be released on the radio each week. Many memories from my childhood are shaped around a song that was popular at the time, crucial to my perception of moments. I was always at MuchMusic’s youth dance events, and was in awe of the community built around the culture of music and dance.


I was constantly writing stories as a kid. Everyone (including me) thought I would become a novelist. At some point, during my teenage years when I moved across the world to Dubai, that novelist transitioned into a songwriter. I found myself coming up with jingles, choruses and lyrics I’d make up about trivial things.


So it was full circle once I opened up that MacBook.


I wrote and recorded my first song at the age of 16, even roping friends into recording backing vocals on tracks. This is what kicked off my experimentation in producing in different genres, broaching coming of age subject matter, and formulating my sound.


What three words would you say best summarize your music as a whole?


Soche: HUNGER is a consistent theme in my music. I often speak through my ambition to live a life that serves my purpose. One of the first bars on my first EP is “woke up, it was not enough”. No matter how much I tried to blend into a life of complacency in a 9 to 5, the hunger for a greater purpose was lingering. I was always thinking about the heights I could reach if I invested more time into my music. As years passed and music remained a hobby, I knew I had to take a leap of faith and see where it could take me in a career.


HONESTY, which I believe is the most meaningful lens to use in capturing an experience. I don’t sugarcoat much, each experience is a part of the ongoing journey. If you’ve listened to “Distractions”, you can immediately sense it’s a darker project, an honest reflection of the unsettling 2021 I experienced. Rather than shelve that pain, I faced it head on, which was very therapeutic.


DISCOVERY in who I am, as an artist, and a human. Most acquaintances know me by my birth name, and my “day job” as a film producer in Hollywood. That’s a certain role I fit into as a product of me taking steps the “right way”, going to university, getting degrees, capitalizing on a certain skillset. Day by day, I see how far removed that identity is from who I have the potential of becoming. I feel I can express my full potential through the creative control of my music, from songwriting to production. That’s where the real inner dialogue comes out. Life is about balance; I think it’s healthy to have an outlet to express yourself, to learn more and level up to the best you can be.



Tell me about your latest music release.. What was the inspiration behind it?


Soche: Today is very special for me, it marks the release of my first music video. Until now, my vision has only been heard, these visuals make it seen. I found “Hustle Strong” to be the most fitting song for the first video, with the persistence it took from Point A to Point B, and the way in which the structure of the song lends itself to a film, which is where my professional background lies.


The video is comprised of footage from 2020 to 2022, capturing different spaces in California as a background character, accompanying the launch of this once faceless artist. The song’s history goes back even further. I wrote the first verse after a difficult argument in late 2017. The subsequent verses were written over the next few years, in hopes to bring the message full circle. “When living in doubt, get your hustle on”; when you don’t know where or how to move, just keep taking a step. Just keep moving.


The film aspect takes this faceless character, puts them through the pandemic, then finally into freedom where they’ve made the choice to face their trials and tribulations head on. This won’t be a hit you’ll play at the club, but I hope it will take you inside my world and show insight on my struggles, with a hopeful triumph. Triumph is what we all want in the end.


This video is monumentalized as the result of productivity, focus and drive in sharing my vision of Soche with the world. I’m excited for everyone to experience this intro into my viewfinder.


Most artists say that through their art they learn more about themselves, heal injuries… in what ways has music helped you?


Soche: Music has been my validation in the highest of highs and lowest of lows, a reassurance of my voice and value in this crazy world. I like to think music has facilitated my growth in realizing my own strengths and weaknesses, and helped me become a better communicator in my personal and professional life. My hope is the more I build on my vision with music and visuals, I can continue to unlock the scope of who I am.


Music as a tool of healing rings true to me, for sure. Failures in professional rejections, missed connections and everything in between are regularly discussed in my lyrics. It’s comforting to listen back to some of my songs and reflect how far I’ve come, and where I can continue to improve.


How do you want your music to help other people?


Soche: It’s my sincere hope that my music is relevant to many circumstances someone can go through. Music is one of the most powerful tools we have access to, across the world. I hope listeners walk away having worked through something, whether it’s getting through a particularly difficult day and you need an escape, you want to dance it out, maybe you want to see a situation in an alternate way. I believe there’s more that unites us than divides us, and my goal is to build a community of varying gender, race and age who find my work relatable.


I also hope people look at my story and find inspiration to explore a different side of themselves. I’m not the typical demographic of a hip hop artist, but in my success I hope people find confidence to pursue something they’ve thought about but are hesitant to try. Getting complacent to fit society’s norm is constantly pitched to us, and can be an easy way out, but in the long term you won’t be fulfilled. Comfort is the enemy. We’ve got one life, just go for it.


What would you say is your songwriting process?


Soche: Melodies and choruses often come to me in the most random of circumstances, and I tend to build lyrics off a 15 second idea. Or if I’m heated about something that’s happening in real life, I’ll jot that down in stream of consciousness and later formulate that into a structured song.


If I’m having bad writers block, I might have a drink or two to unlock the mental flood gates, but I don’t like to rely on that method. My most reliable process lately is playing a few chords and seeing where a progression can take me.


Who are the first musical artists that inspired you?


Soche: Taking it back to the 90’s, I have to mention Eminem. The first song I knew by heart was “Lose Yourself”. I was so intrigued by his way with words, his way of painting a picture from a story. He taught me a lot on flow, what word to emphasize for an effective delivery. A white rapper as successful as Eminem unlocked a possibility of dabbling in rap, for me.


The music I’d listen to on a weekly basis in dance class definitely inspired a lot of what I produce. I’ve got to mention JLo and Janet Jackson for sure. Pink. Nelly Furtado. Justin Timberlake.


Speaking on music videos, many classics in the late 90’s were heavily influential. MuchMusic Countdown was a staple of a regular Friday night in my childhood, growing up just outside of Toronto. I was into a lot of pop punk. Avril Lavigne, Sum 41. “Nookie” by Limp Bizkit was one of my favorites. I loved the energy, the locations.



What is your favorite song you've written or recorded to date?


Soche: That’s a tough one, since my songs are all over the place in terms of genre. As of now, I’ll say my single “Lately”, which was released last year. The reception was collectively positive from strangers, music executives and friends alike. Many expressed it was a level up for me. It’s commercially sharp, and the subject matter of trying to keep a connective alive in isolation during the pandemic seemed to resonate. I’ll use it as a blueprint in forthcoming material for sure.


What is the next "big thing" the world can expect from you?


Soche: I’m working on my next full-length EP, which I’m super excited about. Lots of anthems in the works, lots of dives into personal moments, staples of Soche. In the meantime, look out for more visuals to accompany the already released music. I can’t wait to get to work on the next one.


Where will you be performing next?


Soche: That’s the next piece to be put in place in expanding the vision. To be determined. Most likely local in LA or the OC. That’s a huge next step in 2022.



Watch Soche's newest music video for "Hustle Strong" now on YouTube:



Listen to Soche's music on Spotify:



 

SOCIAL LINKS:


https://open.spotify.com/artist/52pmqw2WMLQkr7MRlA2hyA


https://music.apple.com/us/artist/soche/1455882990


https://www.instagram.com/playsoche/


https://www.facebook.com/PlaySoche/


https://www.youtube.com/channel/UCIt41FXEkGRWh8dCvsBH18A?