Pop-Culturalist.com

When it comes to music, rising artist KUMA is a jack-of-all-trades. He writes, produces, and mixes all of his own material, making him one of the most exciting triple threats in the biz. Pop Culturalist caught up with KUMA to learn more about how he discovered his passion for his craft, pivoting from science to music, and his new single, “That Something.”

PC: How did you discover your passion for music?
KUMA: I was exposed to all different genres by my dad when I was young. I was always listening to music as a kid. Everything from classical to rock to rap and R&B. But hearing old-school R&B records was really what sparked my interest. I was a big fan of Brian McKnight, Blackstreet, Boyz II Men, etc. I always wondered how they put records together from start to finish. How did someone put together a beat, combined with live instruments, and then let someone sing on top of them?

When I was young, all of this seemed foreign to me, but I loved it. That led me to pursue a passion that was in parallel to my academic career. I started when I picked up the violin when I was nine years old and continued to study and train classically till I was eighteen years old. I performed at Lincoln Center and was a part of the elite chamber orchestra in my high school playing numbers that included The Phantom of the Opera. I felt like I had truly understood where the artists I looked up to came from.

But in reality, I was just scratching the surface. I was trained in musicianship but not in the art of creating music. I still was a long way away from understanding how artists created songs. When I came to USC, my focus was supposed to be on my degree, but everyday music was encompassing my every thought. I knew I didn’t have the skill set to make my own music just yet, so I took up deejaying and was playing at all the USC events. I was pretty good at it and I ended up playing at some of the largest clubs in LA and doing a back-to-back set with the Chainsmokers. That was pretty fun, but at the end of the day, I wanted to make my own music.

I didn’t have any experience outside of classical music, but I was always writing lyrics. That’s when I decided to take production and engineering more seriously. I knew I wouldn’t be able to translate my ideas without gaining knowledge in all aspects of music creation, and now I can make a full record from start to finish. At the end of the day, I’m just grateful I can follow my passion and continue making music every day.

PC: Who or what has had the biggest influence on your career?
KUMA: Since I write, produce, and mix my own music, I have different influences in these areas.

Artistically, it was Brian McKnight and Drake. McKnight has songwriting that almost feels like a penned letter as opposed to just words that rhyme. He also tends to use a lot of half-step increments in his melodies. Those two important aspects of his artistry really had me hooked! On the other hand, Drake had a straightforward approach to expressing his feelings and made it clear where the song was heading. I felt like my writing started to find its identity somewhere in the middle. I liked to be straightforward like Drake but add a sense of romanticism that McKnight always had in his songs.

Production-wise, it was definitely Noah “40” Shebib. To me, he was the first producer outside of Pharrell, Timbaland, and Kanye to really shift the sonic landscape of hip-hop and R&B. Prior to 40, nobody would have ever thought to roll off the higher frequencies that are present in a beat. To most people, that’s where the percussion energy of a song sits. Instead, he created a moody and atmospheric vibe that sounded as if the entire beat was underwater. That sound became iconic as it defined all of Drake’s R&B-leaning hits.

Mixing-wise, it was Dave Pensado and Tony Maserati. I could have never gotten good enough to mix my own music without the help of Dave Pensado’s YouTube channel, Pensado’s Place. He spent years going over his own mixing techniques and tricks in order to help the DIY community. The channel helped me get better and better at mixing to the point where I felt comfortable releasing my own music and at a quality level that was competitive. I recommend that anyone trying to learn check out the channel. I know a few guys that work on his team and they are great guys over there. Additionally, Tony’s mixes have always been the epitome of what pop should sound like. One recent example is his work on Selena Gomez’s album Rare. The balance between the vocals, bass, and instrumentation was something I always admired about his mixes. I could go into this all day!

PC: You were pursuing a biochemistry and biophysics degree when you decided to leave school and pursue your music career. How challenging was that decision?
KUMA: It was one of the most difficult decisions of my life. Here I was about three years into college and I was going to walk away from that and all the hard work that got me there. But the reality was that I was just going through the motions. I realized I needed to pursue a life that brought me happiness as opposed to following this path that was carved out for me.

It wasn’t a spontaneous choice. I thought about the consequences. I thought about how disappointed my parents would be, and it wasn’t easy. I knew that all the hard work I had poured into my academic career was going to be for naught if I left. What really drove the decision was my sheer frustration with life and where I was at. Despite my accolades and academic accomplishments, I still had a lot of rejection from institutions and opportunities that made me bitter at a certain point. I felt as if I was giving my all and sacrificing so much for a career that wasn’t making me happy. I realized I needed to make a change because the path I was on might have given me financial stability and some of the trappings of success, but it would have never satisfied me.

Music, on the other hand, was always there for me. Regardless of anything going on in my life, I could sit down and pour it out on paper or make a beat that reflected my feelings. It gave me a sense of peace, and most of all, it gave me happiness. When I decided to walk away from academia, I did so knowing that the path I chose would be fraught with difficulties and instabilities—financial, emotional, etc. Despite that, I knew I was giving my all to something that made me happy, gave me purpose, and pushed me to work hard every day.

PC: You’ve had a lot of success already in your career. When you look back, is there a moment that stands out?
KUMA: I think being featured on the cover of the #OntheRadar: Pop playlist on Audiomack was definitely the standout moment because it made me realize, “Hey this is working. All those long nights and early mornings are starting to pay off.” It was a real solo accomplishment, and that is what made it so special. My previous successes have always been with someone else.

When I was assisting on the Mac Miller album, it was the fact I was working with Mac and was mentored by him that made it special. When I got to deejay a set with the Chainsmokers, it was a moment because it was my first big collaboration. Even when I worked with Republic Records, I was producing for another artist. While they were all huge milestones, I didn’t accomplish them as a solo artist.

Receiving the support of Audiomack was a game-changer because I was finally being recognized for my own work, creativity, and artistic expression. It showed me that the sound I had spent years creating was something that others enjoyed. That gave me a huge confidence boost and inspired me to keep pushing myself harder. Shout-out to Audiomack for believing in me.

PC: Tell us about your new single, “That Something.” What inspired the track?
KUMA: I wrote “That Something” after reflecting on one of my past relationships and how it had started to become more complex, in a bad way. When you’re with someone, there has to be this uncharacterizable energy between the two of you for it to work. I don’t know if there is a specific word for it, and I didn’t know exactly how to articulate it then. That’s when I realized it was lacking that special something that is necessary to make a relationship work. And that something may not even be related to one thing that led to the breakup but a myriad of reasons. Maybe it was chemistry, trust, security, etc. In some way, I felt like I was giving our relationship a hundred and fifty percent, but she wasn’t returning the energy. Instead, it was like you are giving your all and the other is just taking from you. When you’re in it, it’s hard to see this, and the song was reflecting on how I just needed her to give me something to let me know it was going to work.

Pop Culturalist Speed Round

PC: A band or artist that fans would be surprised to learn is on your playlist?
KUMA: Definitely Max Richter. He is a post-classical composer and does a lot of film score work. I absolutely love his piano and string arrangements. I guess it would be a surprise, since I don’t talk about my classical training background at all. I listen to classical music every day. It keeps me calm and helps keep my mind sharp.

PC: First album you bought?
KUMA: Anytime by Brian McKnight. It was already ten years old by the time I purchased it, but I had heard so many songs off the album even when I was much younger. I was always impressed by how he wrote about his personal relationships but not in a negative or misogynistic way. It was always done so beautifully, even when the songs were very sad—might be why they were so beautiful, sadly.

PC: First concert you attended?
KUMA: I’ve actually never attended a concert as a fan. I’m not good with large crowds. [laughs] However, the first show I ever attended was to support my friend’s band Detriment. He and the crew played a show in Long Island, and that was my first time ever being in a concert setting. Normally, I went because I knew the artist or was friends with the manager of an artist. I would be backstage or watch the concert from the stage. I’m glad I got to experience that though because being exposed to that helped me get used to large crowds and only furthered my desire to perform in front of one.

PC: An album that changed your life and why?
KUMA: Take Care by Drake was the epitome of the Noah Shebib sound, and it truly inspired me to take my creativity and writing to the next level. There are so many songs on that record that, to this day, blow my mind. From the production to the sonics to Drake’s lyricism, it is one of the best hip-hop and R&B albums ever made, in my opinion.

PC: A venue on your bucket list to perform at?
KUMA: Being from New York, there are two: initially Sounds Of Brazil. It’s a New York rite of passage. Then eventually Madison Square Garden.

PC: A must-have on the road?
KUMA: A mobile studio rig so I can record on the go.

To keep up with KUMA, follow him on Instagram.