As a dedicated MJ Rock Tribute Artist – The ATif, a project led by singer-songwriter @if– garnered worldwide attention by way of his full length MJ Rock Tribute Compilations. However his admiration for legendary artists stretches beyond, to acts like Freddie Mercury, The Doors and Guns n Roses. All of whom have made him a real disciple of the classic rock era. The ATif blends his songwriting skills with a vocal mastery that includes nuances of rap and full throated melodic singing. His instrumentals are heavily layered in support of his complex arrangements.
When listening to any music by The ATif, you need to approach each release in a different and creative way, as you really don’t know what you’re going to get on each record. Which I think is always a good surprise. Each of his songs is a musical journey, not knowing which direction The ATif will go next.
Dark, beautiful and riveting from beginning to end, The ATif blends the theatrics of prime Meatloaf and the nuanced range of a young Steve Perry into an explosive vocal package. No other vocal style would fit his songs. His material does not easily fall into any genre framework. It is a rock symphony, and a titanic artistic achievement for an indie artist.
VEVO: https://www.youtube.com/channel/UCkj2Ol1PSGmRThjXDuwIpmw
http://jamsphere.com/newreleases/the-atif-soul-hacker-an-explosive-package
2.) If you could compare yourself to an already established artist, who would that be and why? If you don’t like to compare yourself, then music-wise, what separates you from other musicians?
I have a road between MJ, AC/DC, Guns N Roses, The Doors, Deep Purple. I try to remain genre-free but my vocal texture suits rock more. Yet I think like the accuracy of pop artist.
I originally composed on keys but I think like a guitarist. So it is basically a good song that I try to chase in the end. Something deep. Not superficial or disposable. It will definitely grow on you- like it grew on me in the process of producing it.
I am hit by it- just like you got hit after I produced it.
So I am an amalgam of black and white- somewhat on Grey Street as Dave Matthews said.
3.) Everyone in life goes through adversity of some sort. Is there anything in your life that has any influence on the kind of songs you write? What is the most difficult thing you’ve had to endure on your path to becoming a musician?
Yes. I guess childhood infatuations. I started with writing ballads. But soon found out that sadness or melancholy is waste of time.
Promiscuous is better, is more open, free, overall hedonistic. I have been into a phase of deep depression where I lived in a hotel in downtown for several years.
After that solitary confinement I figured it out. Life is fun- live it. Don’t give in.
Now most of my songs have a naughty or happy edge. Not cheesy but a little wild or evil so to say.
Also I stopped believing in God during this process so now I write songs guilt free. Lacking the country element.
4.) How do you prepare yourself to write certain songs? What is your song-writing and recording process?
So I am music buff. My pieces, hooks, chord progressions and riffs dictate everything. I write my chorus, pre-chorus and verse around it. I work backwards.
Then I try to write melody based on the subject that evolves with the feel of music. I try to create a great intro and hook. Like the 80s element.
5.) Unfortunately the music industry is full of talented individuals who just don’t get any recognition for their talent and/or hard work. What do you plan to do to make sure you stand out and get noticed? Would you rather be on a major label or would you rather stay independent? Why or why not? In regards to the music industry itself, do you think that the traditional music industry model as we know it is dead?
I have learned to be a hustler. You’ve got to be an attention whore if you want to reach anywhere. Today anyone can make music. No more power grab of studios or labels. Start your own show- grab your own tribe.
I try to stand out by taking cues from geniuses like Prince- with colorful persona, photogenic ideas, attractive designs, stylish outfits. Many people try to shy away or over do it. Like Lady Gaga or Elton John- I just do what suits me with as much flamboyance I can afford.
Yes the traditional model is dead for good. Today you can make as much money as possible. No limits. Yesteryears- there was a limit to cd sales and royalty. Today you see billions of streams from mediocre artists like Drake and even less than mediocre like Bieber. So what’s lacking is making some noise. And that’s what I am doing now.
Today most of my listeners are from LA, NY, Chicago, Miami and Seattle.
6.) Are you able to make a living with your music? If so, how were you able to attain a career doing what you love? If not, what do you do in order to fund your music career? What advice would give to someone who’s interested in pursuing a career in music?
So it is a trial and error thing. In the end what matters is what you can afford. I have cut off family and friend strings with those who didn’t subscribe or hindered my dreams.
So you need to have a cash flow- if not create it. If you think you cannot invest in your song- that means the song is not good enough. Yanni invested $2 million in Live at Acropolis concert from his own pocket. You need that kind of conviction. It’s not a business for the faint of heart or hobbyists.
7.) How do you think the internet and social media affected the music industry and how musicians are able to market themselves? Social media is obviously an extremely important element in today’s world, especially when it comes to business, branding, marketing, etc. With that being said, do you think an artist will be able to survive in today’s music industry if they’re not social media savvy?
Well I love the new model. Look at what Beatles are making today with Spotify. More than they ever made on CDs, tapes or Vinyls. It’s like a new lifeline. So I am loving it.
Lennon is dead but he is still making money. Well you should only do the business that you know – YT is a wonderful resource, you can learn anything; only if you want to.
8.) Artists who try to make music for the general public and make more money are usually seen as “sell-outs.” Do you see it that way and if so, what do you plan to do to make sure your music stays true to your brand and make a good living at the same time without having to “sell out”?
I know but you gotta make music for mass consumption if not generalized. I don’t like generalized because it is usually recycled, plagiarized and disposable.
Although I don’t subscribe to this sell-out notion, what people mean is authentic and not a commercial diaper where you just process regular stuff.
So for me Pac was successful and still did not sell out. But you need that kind of vision- and people appreciate it. At the same time I believe you don’t need jail-time to be a good rapper. It’s all about ideas and that’s what average artists like Kanye, Dre and Jay-Z are making sellable music.
9.) Professionally, where do you see yourself 5 years from now?
On my own island? Or at least own homes in NY and LA.
Crossing billions of streams and enjoying doing live shows.
