Vivek Agrawal: “No option other than to succeed”

Vivek Agrawal, Subdrift Oakland

Vivek, so great to have you with us today. Let’s start at the beginning. What got you started on your journey as a South Asian creative?

I was a music technologist in the Bay Area for over a decade. I helped create a number of audio products, including the Bose Frames audio sunglasses. Music was always a part of my life as a techie, but it was very different from being an artist.

I had always wanted to pursue music, and I had been encouraged through my past experience singing with my college a cappella group Raagapella and working in AR Rahman’s studios in India, but I wasn’t sure if I was willing to embrace the risk. But after a lot of life changes and reflection, I decide to commit fully to my dream and pursue a career in music in earnest.

Now every day I am motivated to create beautiful art, think of new ways to showcase it to music lovers, and make progress towards sustaining my life through my music.

That’s quite a leap! So, what’s the heart of your art? Why do you do what you do?

I love composing and writing songs, as they always provided a vehicle for me to express myself when words could not. Music helped me heal in extraordinary ways, and I’m grateful for the place it has had in my life.

I’ve always connected with the melodies and rhythms of South Asia even though I grew up in the US and don’t know Hindi. I was always passionate about finding ways to make music from this part of the world enjoyable and accessible to listeners all over the world, so everyone could feel the connection that I had when I first was exposed to the music.

That’s beautiful. What’s been your proudest moment as a South Asian creative?

I have been very fortunate to have had some great experiences with music since committing to it in 2020. Recently I have been recreating Bollywood songs in English, writing lyrics, arrangements, and recordings, and I’m excited to have attractted a growing diverse audience on Tik Tok who appreciates what I’ve been making (160K+ followers as I’m writing).

Definitely. Now, who inspires your work the most?

I am influenced by three artists:

The Weeknd has a beautiful dark R&B sound with tenor vocals that are infectious. He has been a huge influence around what I enjoy in R&B.

AR Rahman is an amazing composer (who I’m lucky to have worked with) who has pushed the boundaries of Indian cinematic music sonically with captivating melodies and rhythms that took Indian music to the global stage.

Jay Sean has inspired me as a trailblazer who figured out how to embrace the music industry with beautiful songwriting and killer collaborations to bring his sound to the top of the US charts.

Do you have a creative mantra they keeps you going?

Everything worth having comes with diligence and patience.

Couldn’t agree more. Let’s talk about challenges. Desi culture often perpetuates disapproval of creative work as a full-time profession. Have you ever faced any pushback on your creative journey?

Each person’s journey with a career in the arts is different, but I have to say I am largely very blessed to have a community cheering me on. Being a full-time musician is a risky endeavor, similar to starting a company…you’re all in with no other option other than to succeed. But I’ve found a place of belonging amongst those who share those values, whether they be founders of tech companies, small business owners, or other full-time artists.

I am very lucky to have a supportive family who is encouraging me to pursue a career in the arts with a relaxed mind. They are always the first to listen to my new songs, enthusiastically attend my concerts, and make sure I take breaks and enjoy the beauty of life.

Family support is invaluable. Looking ahead, where do you see yourself as a South Asian creative?

I would love to see my music appreciated by music fans around the world. I’m excited to create more music, collaborate with passionate artists who have a special sound, and stay open to all the surprises that come in life :)

And finally, what advice would you give to aspiring South Asian creatives who might be facing similar challenges?

The hardest part about artistry is committing to it. There will be ups and downs, good days and bad days, but when one sets their intention to fully pursue art without distraction, the universe starts putting everything else into place.