Songtrust Spotlight: PLVTINUM

Somewhere between a suburban misfit and a loudmouthed twenty-something, PLVTINUM isn’t your typical squeaky clean pop star. The singer/bedroom producer draws inspiration from the sonic textures of EDM and the attitude of Pop Punk. Through his lyrical exploration of toxic relationships, introversion, and the dark sides of party culture, PLVTINUM has been able to capture the attention of the post-teen crowd around the world. PLVTINUM has received public support from acts such as BTS, The Chainsmokers, Bebe Rexha, and blackbear. With over 225 million Spotify streams, 500M streams on all platforms, and 85K Instagram followers, the rising star is a defining voice in the alt-pop movement. At 24 years old, he’s just getting started.

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What or who inspired you to get into music?

I’ve always been an obsessive person. My early teenage years were defined by distinct periods of fixation on a wide array of genres and instruments. I started with an appetite for classic rock and the electric guitar, became completely entrenched by folk music played on the fingerstyle acoustic, then eventually found myself making piano-centric R&B records that I would produce in GarageBand. I spent every hour of my free time watching YouTube tutorials on everything from “Jimi Hendrix Guitar Riff Walkthrough” to “How to Compress Pop Vocals”

Looking back, this period of unfettered musical exploration laid the groundwork for me to develop all of the skills that allow me to write, produce, record, mix, and master my music today.

How would you describe your style of music and performance? How would you describe your philosophy and style as an artist? 

I’m intrigued by combinatory play, particularly in regards to my production. When I start a new song idea, I typically begin the creative process by bringing together elements from completely different and unexpected worlds. My music rides the line between Pop, Alternative Rock, Electronic, and even Latin at times.

What drives you to create, and how do you define success for yourself in music? 

I’m obsessed with the process of trying to transport a particular feeling into the sonic content of a song. I’ve always had this fixation, particularly in regards to dark and confident records. The intersection between production, lyrics, mixing/mastering, marketing, graphic art, etc. is endlessly compelling to me. I love building out the “musical universe” that fans will experience through listening to my catalog.

Success to me is simple - continuing to challenge myself creatively, striving to have my music reach as many people as possible, and breaking the mold of the music business.

Throughout your career, who has helped you the most in getting to where you want to be - and how did they help? 

My girlfriend. She understands my creativity better than anyone else and is endlessly supportive. She has an uncanny ability to understand the multi-media creative landscape and has been really helpful in helping me figure out who I am as an artist and where I fit into the landscape. 

Sometimes being in this business can be really overwhelming. Do you have any tips for maintaining perspective and composure? 

So much of my career is driven by data: streaming data, social data, financial data, etc. This is a blessing and a curse. Access to detailed information about how many people listen to my music, who my fans are, and where new fans are finding me can be empowering, but it’s really easy to get fixated on this information. At the beginning of my career, I distinctly remember staring at the “live listener count” on the Spotify for Artists analytics platform for hours at a time. 

Music data is key to success in the digital era, but it’s crucial to take breaks from checking your numbers and to not let your daily analytics determine your mood for the day.

What is something you know now that you wish you knew when you were first starting out? 

Get a good entertainment lawyer as soon as you can. It might not seem like you need contracts for your music when you haven’t had any traction yet, but I promise you’ll be grateful that your legal was in order when a song blows up.

A lot of your music is based on real-world experiences. How do you see your style evolving as you have new and different life experiences? Or, how would you like your musical style to evolve? 

I find that I’m able to convey more intricate emotions in my music as I age. There’s nothing wrong with a simple love song or a bravado hip hop record, they’re often the most impactful, but I’m enjoying the process of articulating more nuanced and specific emotional experiences in my music as I progress more in my career. 

What advice do you have for artists who are just starting out? 

However much music you think you need to release, double that number. It can be really discouraging to put a ton of time into your music and not have it achieve the benchmarks that you set, but if you keep the pressure on and stay consistent with your releases, your fan base will find you. Also, don’t put unnecessary constraints on the genres that you’re willing to make. The lines between genres get thinner every year and you never know which one of your creative offerings will resonate with your fanbase. Release anything that excites you, especially when you’re starting out. 

What's next for you in 2021 and beyond? 

I’m currently in the process of releasing my “HELLBOUND” EP. The first single, “HEARTLESS” with Goody Grace is out now. Expect more long-form projects, massive collaborations across a wide array of genres, music video content, global tours, and clothing/merch collabs in the near future.

 
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