Artist Spotlight: ZZ

From New Delhi to Los Angeles, ZZ is crafting his own journey to stardom. 

Having built his musical identity creating in his bedroom in India, ZZ is one of the mentally elite who sacrificed the solidarity of the existence that he had grown comfortable in and took a risk. Moving to the other side of the world to study, ZZ began building his portfolio and developing his artistry, experimenting with sounds along the way. With a style entrenched in trap, ZZ’s is enveloped by his individuality, his culture and his roots. The artist has recently dropped one of his sharpest tracks to date, u no body 2 me, an Afrobeats infused whirlwind of energy, emphasis and elegance, with a striking feature from fellow LA-affiliate and friend REVII.  

I sat down with ZZ to reflect on his last few years, how it feels to be chasing his dream, the lack of Asian artists in Western music, and his future ambitions within music and film.

Who is influencing you? 

Baby Keem, slowthai, Tyler, the Creator, 070 Shake, Jeshi. The goats too - Future, Drake, J Cole.

What led you to start making music? 

It started off as fun in high school with a couple of friends, then people started really liking it and listening to it. My friends would send me videos of my songs being played at parties. I started taking it really seriously from 2020 onwards.   

What was the moment you thought you could make a carer out of music? 

When I dropped my first project called DEGENERATES with two of my homies, it charted on the Apple Music charts. That was big for me as the first project, it was an indication that I could do it. 

How did your upbringing and culture shape you as a creative?

I’m from India. I was born in America, in Arizona, but I’ve been raised in India my whole life. I was exposed to lots of different cultures in India and I went to an International high school in New Delhi. My parents had a good taste in music too, and I was discovering a lot of new artists myself. I think it’s an amalgamation of all my experiences coming together and making me. India is a bubbling pot right now and there’s lots of creative talent, which I’m trying to highlight. 

There has been a definitive lack of Asian artists who are popular in Western music scenes, why do you think that is? 

Whatever used to happen in the West would reach the rest of the world ten years later. Different countries picked up on trends at different times. Now in this age of the internet, it isn’t the case anymore because everything is accessible. I’d be sitting in my room in New Delhi making music, not even at a studio, and anyone could hear it. People are getting the DIY culture and now there are some many creatives coming out of India. 

How has being from Asia effected your rise within the industry? 

I think it depends on the fan. It’s definitely made it easier to get West-based Asian fans because they identify more with me. I’m coming into an industry that isn’t well versed with my culture. I think times are changing though, I’m hopeful. There hasn’t been any negative response. 

How do you think these creative names from India can gain popularity in the wider Western music scene?

I think collaborating and also just making music that stands out. If the art is there then no one will care about where you’re from or what you look like. 

You now live in LA, how has it helped you creatively and personally?

The first year I went I got really homesick. At that point I wasn’t taking music seriously, I was studying film. I was finding myself and figuring out shit. In 2019 I went back to New Delhi for a while and discovered lots and focused on music, and found my sound. Covid hit so I stayed there for a bit and now I’ve been going back and forth between the two. My family and life is back in India but you have to step out of your comfort zone. 

How does the way that music is consumed in the West different to your experiences in New Delhi? 

Delhi doesn’t have a very big gig scene at the moment, but I do see it changing. It’s mostly social media based. With Tik Tok now, it seems to be the only way that people are consuming music. 

How do you feel as an artist having to cater to this age of social media? 

I’m never going to do it. I don’t even want a song trending on Tik Tok, it’s not my goal because I feel like it makes you a temporary artist. If you trend on there you are most likely forgotten in a year.  You’re catering to a low attention span audience. Real music shines and stands out in the long run. 

How would you define your style? 

It’s honest, melodic and bouncy. Whenever I’m coming up with something, I’m moving myself. I’m producing myself, which allows you to feel the music more. 

How has your sound progressed since your earlier releases? 

It’s all quite transparent, because if you listen you can hear me finding myself and becoming more true to myself. Everything is becoming more honest and specific to me. I’m going to keep evolving as well. 

What genres do you want to experiment with? 

I definitely want to do something in Drill and also Deep House. 

One aspect of your music that stood out to me is the psychedelic, spacey soundscapes. Where does that stem from?  

The airiness gives such an atmosphere to the song. I want it to be almost visual so that if the audience shuts their eyes and listens to the song, they can see something or attach something to it. 

u no body 2 me is a sick track! What are you trying to convey with the tune? 

I was fed up with fake people in my life. I put a little spin on it and made it kind of about a girl but really it’s just about fakes. Revvi came through and sh killed her verse in like two hours. 

Where did the afrobeats influence come from? 

I’ve always loved Wizkid, Rema, and I also like some Deep House. The rhythm just worked out perfectly. 

You co-directed the video too? What was the process? 

Yeah I’m starting to direct my own videos, it’s something I want to do more of. The goal one day is to direct my own feature film. I’ve shot other videos that are more thought out and carefully shot. With this one, I just wanted to get my face out there and show the truth because that’s what the song is.  

If you were introducing yourself to a new listener, what track would you play them?

Probably u no body 2 me. I think it’s my most honest track and I just love the beat.  

What’s to come from you? 

This is the last single before my album called Ghost, which should be coming out in July. Then let’s see.