Theophilus London: Digital Love

The digital era has imposed lots of changes to the music industry. Adapting to the new ways of distributing music is a challenge all recording artists are confronted with nowadays. Since communication enables trends to find today’s audience faster and more efficient, established musicians have to acclimatize themselves to the demands of a new generation of music listeners.

While this development can signify a struggle for experienced artists to leave a legacy, there has been a wave of new faces emerging within the industry that seem to completely abandon the conservative way of building a career. Theophilus London is one of them. His multi-genre infused sound is not the only element that sets him apart from the older generation, he understood the new ways of the internet and made good use of them. We sat down with the talented Brooklynite and talked with him about how he intends to build his own legacy.

During the past few years you established your name within a difficult industry. People sometimes tend to have problems with categorizing your style, so how would you describe your sound?

There is really no specific description of my sound since it has been shaped by various musical influences as well as my persona. I don’t think there is a no-final form but steady development. It’s all a process. Evidently, my art experienced a rapid growth during the last three to four years. My new EP, Lover’s Holiday, shows a part of this growth as it contains music from the last year. Being influenced by multiple genres, I’ve really tried to develop my own sound and enhance my songwriting capabilities. I’m basically aiming to live up to the brand that I try to establish. I understand that I depend on my support system, which has fortunately been very strong.

How would you define your support system?

There is free music everywhere nowadays. It has been like this for a long time – not only through digital downloading. Nowadays us recording artists, we have to detect these new ways of bringing our music to the people. Kanye West understood that. He launched the G.O.O.D. Friday series which has experienced an immense response. He gave free songs to his following on a weekly base. Some of the songs even appeared on his album. The fans appreciated that gesture and returned the favor. My Beautiful Dark Twisted Fantasy sold more than a million copies. That speaks for itself.

Obviously there are different ways of building a convincing support system. The digital era enabled us to find new ways of establishing relationships with brands. I dedicate lots of time and thought to come up with an adequate strategy that benefits me and my art. Thus, I’ve collaborated with brands like Gucci, Soundcloud, Mountain Dew, Bushmills. I’ve worked with Nike for Cole Haan that are designer and luxury shoes.

Since your music is reaching more and more ears, 2010 must have been a good year for you and your support system.

There has been tons of traveling for me last year. Thanks to my tours, I’ve been to places I’ve never had the chance to visit before. I’ve been to Japan, Korea and Germany for the first time. It gave me a better understanding of the world. There are lots of smart kids out there. They go to the blogs and understand their purpose. They understand that they have to be smart to get my music. I really don’t have to be on the radio to make my presence be felt. With the support they have been showing me within the digital sphere, I support them back by putting out new fresh quality music. I have to work out strategically a way to deliver my music to them, and this year is getting really

crazy compared to the last one. I have two albums coming out – one EP and one LP. In addition, I’m preparing a special surprise for all of you but I really can’t talk much about that right now. Just know that I’ll make sure that my new music will be heard.

Can you tell us a little about your new EP, Lover’s Holiday, which is coming out Feb. 8?

This is basically my first official release. You have to get the music from my album, no leaks or such. In comparison to my previous mixtapes, you can already hear that my sound is changing, even if this is older material. Don’t get me wrong, mixtapes are lots of fun. But for this EP, I haven’t used any samples. I’ve focused on strategic songwriting. The EP contains five songs which will be backed up with a tour. It will also be a nice transition to my upcoming album. In all honesty, I’ve outgrown these songs already but it would be unfair to hold these back. It’s for the fans. The songs have more or less the same drum structure and are sonically based on my single “Flying Overseas” which features Solange Knowles. Obviously the project is driven by the love theme. There are songs like “Strange Love” or “Modern Love” which really highlight the love topic. Don’t get it twisted though, this is not your average R&B record. You have to experience it for yourself. This is also my first release with Warner Bros. that showed me plenty of love. It’s a good time for me.

You mentioned your support system, but how do you try to establish your brand?

I feel like I already wake up as a brand. When I’m in the bathroom in the morning it’s like “the brand is on!” It is not a business-exclusive thing for me. I try to send out my art and message with the means that are offered today. As I’ve already mentioned, setting up brand relations is important to me. You learn that in school. People enroll in universities to understand how to utilize business connections to yield the maximum effect. I’m 23 years old and I already understood that. Generally, it doesn’t matter if that includes minor or major companies. My goal is to build a timeless music catalogue – my own museum.

I’m setting up “The Lovers” company. I’m the CEO and this is a business which I’m transforming into a multi-business ranging from hat and shoe collaborations to managing in-house producers. This is a business school for creative people. I know how to set up a company right and I want to show young gifted people how to create a structure with relevant partners. Kids need to learn how things in this field work, and I’m trying to offer this platform.

What is your relationship with fashion?

I don’t consider myself a fashion-obsessed person. I know how to dress but I’m not your average fashion guy. To me fashion is more a spiritual thing. It signifies a way to express my self and show my personality. It comes natural with me, so I don’t have to follow certain trends to feel comfortable. I’d rather start my trend (laughs).

What is the story behind your motto “Accept the New?”

This is clearly focused on the hip-hop culture. I grew up in the ’90s. Us new artists, we grew up on the music of the older cats. But some of them seem to be upset with the new sound and new style we come up with. Like, I don’t wear baggy jeans, but prefer skinny ones. I’m no thug neither. I’m love inspired. I want to love. Sure, the older generation inspired me as well. I’m using this inspiration to inspire the next generation. Please don’t be upset at us. We don’t mean no harm. Accept that we also deserve the opportunity to

express ourselves and communicate to the next generation. We also have the right to create timeless music. Look at Lil B for instance. He also is inspired by the older cats but used their influence to understand the new ways of expression to generate an almost cult-like following. It’s a natural process. Don’t fight it, embrace it.

So this also explains your special relationship with the female part of your fan base?

Girls are natural partners. They inspire and make men become creative. Men write poems, think of special surprise in order to honor their love interest. They make us men do things we usually don’t do. I always notice the ladies in the front row during my concerts. I feel their energy which is set free through my music. This gets me energized and thus the show becomes more authentic. It’s a natural cycle even during interviews. When I ‘m interviewed by a woman, the conversation becomes more private, more sensual. When I’m interview by a guy, I’m automatically more focused. I give more hard facts and I am more up to date whereas a lady can take my mind to different places.

What is your regular recording process?

Music has been a train to different cities. With touring, I travel a lot. Due to my busy schedule I usually don’t have much time to record a specific studio. When I’m on tour, I also take lots of photos. I use the energy I experience on the various places I’ve seen and try to captivate it with my music.

Well the music for my new album has been recorded in Los Angeles and mingled with a specific set or people. I’ve worked with a specific selection of producers and artists. I’ve worked with Solange, Sara of Tegan & Sara among others. For my upcoming full-length project, I intend to work again with my close friend Mark Ronson. I am also very interested in collaborating with Fool’s Gold Records. They really have an impressive catalog of talented artists.

So what does “Lover’s Holiday” really mean?

No more mixtapes. I’m done with this stage of my career. I’m interested in creating a real piece of art. So “Lover’s Holiday” is a free album for my fans. I consider this as some sort of giveaway. Sure, these songs are not my newest ones. But it would not be fair holding these back. It is a thank you for all the people that have supported me thus far. I spent my own money producing this record, so obviously it means a lot to me. I have a deal with Warner Bros. now, a new chapter of my career commences. So it’s time for a little break to celebrate what it is achieved till now. “Let’s hold off for a minute and enjoy”! I also have to mention, that the South of France is the ultimate holiday spot for me. It has everything. Beautiful beaches with topless ladies. Everybody was relaxed. The atmosphere was warm and friendly. The perfect condition for a “Lover’s Holiday.”

Any last words to our readers?

Big shout-out to Hypetrak. Thanks for the support. You guys have been showing me love since day one. I also respect the fact that you guys try to do your own thing. Much love!

Theophilus London’s Lover’s Holiday is out now.

To win a signed copy of the EP, visit our Facebook page.

Photography: The Lovers (Recording Studio), Mel D. Cole (Front Banner)