[Entrevue] “No Love Wasted”: Zach Zoya’s second departure

After spending the pandemic chomping a bit by throwing songs here and there like so many bottles of the sea of ​​music on the Web, Zach Zoya finally forced the accelerator by proposing No Love Wasted, his second solo EP, through which he refines his hybrid musical personality into a rapper who sings well and a singer who knows how to rap. The conversation revolves around the image of the modern pop star and the creation of a digital personality in Quebec musician seeking international recognition.

“I’m not going to lie to you, our vision, at the base, is to make everyone have a big record that will ruin everything and travel to the United States and Europe,” admitted Zach Zoya, sitting on the couch. in the listening studio in the bright offices of Universal Music, located in Place D’Youville, in Old Montreal. “The pandemic made me review my approach. It would have been pointless to release a first big record at the time, when the singles raise expectations. “But beyond the pandemic, there’s behind it a reflection on the state of the music industry: it’s better to start by releasing songs, because that’s what people mainly listen to on music platforms. streaming – in any case, people of my generation no longer listen to music in the same way. »

First recruited at home Discs 7th Ciel, the original Rouynorandien was less than 22 years old when he joined the multinational stable, which saw him as a pop star, in a world where rap has become the new popular music. A lot of people rap the guy about love because, unlike 50 Cent and Young Thug who he says he grew up with, he can’t talk about the street and its hardships: “That’s not what I went through, it’s not the equivalent of my values ​​too. »

“True Singers”

He raps about love, so, but he also sings it, and that’s what this new album reveals to us, even better than spectrumreleased in the fall of 2020: unlike all the other Young Thug emulators that have tried their hand at melodious refrains, he has a very real voice, barely made ofauto tune. Not a plastic and bodyless sound like the famous Kid Laroi, a sort of Australian response to Justin Bieber, no: he has a soul in him, Zoya, it sucks from the acoustics Stranger in the Housethe first of eight new songs featured.

“We are part of this generation that grew up with the voice ofauto tune “, a software that allows you to” put ” – in real time, even if used in concert – the voice of a singer on the right key, but whose parameters also allow you to change the appearance in voice, which as a result, young singers, Zach Zoya explains, “learn to sing the other way. Get a piano: you play a note, it’s in tune.auto tune makes the sound “pianistic”, always on the right note, so that it emphasizes melodies rather than the character of a voice. Personally, what interests me is GREETINGS voices, “she says, recognizing the influence of R&B stars Usher and Beyoncé,” are real singers.

But while a Kid Laroi rose to the Billboard 200 rankings, Zach Zoya was still tying his sneakers. After two years spent composing, recording and planning, she finally started getting busy: the first Charlotte Cardin parts, business meetings in Toronto and Los Angeles, a first concert given by United States, a return to Osheaga this summer. The big disc that will ruin everything will come one day: “I already have an idea of ​​what my album and my career will look like. Right now, I’m still exploring,” he said. This is confirmed by the mix of genres on his album, with modern R & B-pop Feelings and My Ex Gurl (very good, that one!), the more classic rap of understand and frank pop on start-up, a production by Benny Adam. “I tried a lot of musical directions, but also listened to the audience to find out what they wanted.»

“Something in the image”

His team convinced him: Zach has the songs, the right collaborators (Ruffsound, Billboard, friends Yuki and Soran, etc.), you have to work to hear them. Thus, “character development is more important than the music itself, even if music is the backbone of the project, Zoya points out. twothe success of this industry is an image question ”, which we want to answer next to him, Kid Laroi looks like a louse.

If looks have anything to do with success, Zoya has already won, but of course not everything is simple, so are the text messages the musician regularly receives from her digital marketing strategist. “Every day, he offers me a list of things I can do to post on Instagram and TikTok… The presence on social networks, the personality we display on TikTok, is important. This may be just a speculation, but I believe we are entering the era of virtual identity: all that, social networks, more than a path to success, it is a necessity. In the past, to advance your career, you visited radio stations; now, you have to put the content on social networks. »

No Love Wasted

Zach Zoya, 7th Heaven Records/Universal Music Canada

To be seen in the video

Leave a Comment