Mumbai-based artist vinayvvs fully embodies versatility. His ascent as an artist and a style standard-bearer has not only moulded him into a generational force but ultimately into one that cannot be contained. He isn’t one for facades. He’s real, operating at a level above any other similar act. It’s seen in the way he articulates himself, providing insight into the deeper meanings of his artistry, and highlighting his overall perspective on life. Here is the full interview:
Can you speak about your upbringing? What was it like growing up in Poland?
I was born in Bombay. My family and I moved to Poland when I was five, in 2009. We were sold the false dream of — “a better life in Europe.” We had no money, so we decided to move out.
I stayed in Poland for about 10 years, from the age of 5 to 15. At 15, I moved back to Bombay. Poland was very rough. We were broke, so we ended up living in some of the poorest parts of the country. Drug deals, trap houses, and violence were normal. I got involved in these things too as a young kid. However, I soon realized that this lifestyle had no future, and my true passions lay elsewhere. It’s ironic how so many Indians romanticize Europe; it’s easy to romanticize a place when all you’ve seen or heard about it is the Eiffel Tower and Venice. You haven’t seen the real, gritty side of it.
I delve into more detail about my past and upbringing on my EP “2 Lives”, which I released in May. I had to let the world know who I am and what I’ve seen.
When did you first start making music? What ultimately led you to want to begin rapping?
I first began making music when I was 13. That’s when I discovered Travis Scott, and I listened to his entire discography at the time. I was greatly inspired by the instrumentals he used and the overall sound. I was like — “shi, I wanna make that as well”. That’s when I started producing, and I quickly became proficient at it. I began selling my beats for very cheap in my hood in Poland. While I wasn’t making a lot of money, I felt a sense of fulfilment because I was earning money through legal means, which was uncommon in that neighbourhood.
At the age of 14, just a year later, I started rapping. It was through my discovery of DIVINE that I realized that pure Hindi rap exists. I got so inspired by it and his lyrics resonated with me on a different level. I’m always grateful to DIVINE for making the underground an industry (industry bana ab yeh underground hai). I hope to meet him in the future and have the opportunity to be mentored by him. Later on, I started discovering my own sound, which I describe as — psychedelic trap.
Could you give some examples of the musical influences that have inspired you and how they have shaped your sound?
My main musical influences are Travis Scott, DIVINE, Playboi Carti, and Frank Ocean. Travis Scott’s production blew my mind and motivated me to start producing beats. DIVINE’s music was the reason I ever got behind the mic. Carti’s aura and music inspired me to explore unconventional approaches. Frank Ocean showed me that I could express my emotions and feelings in a song while embracing vulnerability, as it’s my own creation.
Is your authentic and accessible approach to music a deliberate choice or a natural alignment with your style, unlike many Indian Hypertrap artists who often overlook their audience, making their music sound alien to most listeners?
I don’t have a “target audience”. That’s not how I operate at the moment. Whatever I do is natural. There are no brand gimmicks, brand image, or any of that bullshit. I’m just being myself, expressing my thoughts, and making music. But in the future, once I get where I wanna get, my managers and shit will probably be on my ass analyzing my audience and target markets and shit.
Do you ever find yourself caring about the numbers and comments? Or was there ever a point in time when you did?
I don’t give a fuck about that, honestly. I never enter the studio thinking, “Yeah, I will make this type of song, so everyone likes it.” That’s irrational. Music is subjective; there will always be people with differing opinions on music. For example, in my opinion, “Utopia” was an artistic masterpiece, while somebody else might think it was trash. Music is subjective, and attempting to make everyone like you as an artist is irrational.
I make music that resonates with me. Whether or not it resonates with others is a matter of personal preference. Some people may find my music amazing, while others may not. Art is subjective, and as an artist, caring too much about numbers, comments, or people can stifle your creative spirit.
What is your creative process? What are you looking forward to?
It keeps changing. Usually, I’ll make a beat or receive one, then I’ll vibe to it. The first things that come to mind, I’ll record and use it as a reference later on when recording the final vocals for the track.
I’m involved in all the processes, from production, recording, and engineering to marketing. I’m directly engaged in every step, and I don’t want that to change, no matter how big I become. I feel like if I’m putting something out in the world with “vinayvvs” attached to it, it should be of the highest quality and I should’ve done my absolute best on it.
vinay, you seem to release music quite quickly. You put out tapes and EPs, sometimes only weeks or days after one another. Since you just released a mixtape, can we expect another one soon?
I’m always consistent. I don’t like it when artists who aren’t at Carti’s level of success try to imitate his ‘mysterious’ antics. I believe you shouldn’t deprive your community of your music and presence. I appreciate my community and always strive to provide the best for them. The community may not be very large right now, but it will be in the millions one day. When that happens, I’ll maintain the same passion, hunger, and drive to deliver and make them proud to support me, proudly saying — “vinayvvs is my GOAT.”
My upcoming projects include a collaborative single next month, a mixtape with a completely new sound in December, and a 7-track EP with Vasudev in early 2024. These are the projects I’m currently working on, and they all sound incredible right now. I can’t wait to share them and prove myself.
What is your first fashion-related thought? How do you go about putting a fit on for the cover? Do you see yourself walking the runway or collaborating with fashion brands as a model?
I feel like a person’s fashion tells everything about them. Just like music and art, fashion is also a form of expression. I always put a lot of thought into my fashion and how I present myself. It comes naturally. I don’t and will never have a stylist because nobody knows me and my choices better than me.
I aim to do A LOT of things in the future, including releasing my own clothing line — not just merch, but proper clothes. Some artists create lacklustre clothing, merely adding their artist’s name to a white tee, lol. I want to create high-quality clothing, not just merchandise. I’ll invest a lot of thought and resources into it when I start working on it. Additionally, I want to collaborate with other fashion brands once I launch my clothing line. I also see myself modelling, and given that I’m handsome as fuck, it’s not going to be hard for me.
Going back to the music side of things, I noticed that aesthetics play a significant role in your music, and those themes, akin to your favourite designers of the year, change. Can you walk me through the themes in your upcoming projects?
It all comes as a package, I’d say. My music, my fashion, my aesthetics, etc. It all comes together. Whenever someone mentions “vinayvvs,” I want them to have that package in mind, not just a hit song of mine. I wear a lot of streetwear combined with high fashion. Right now, I’d say my style is a combination of archive fashion, cyber techwear, grunge, and streetwear. Someone once said my music sounds exactly like how my fashion looks.
I’m exploring many things in my upcoming projects, using various cadences, and frequently changing my voice. I treat my voice as an instrument, part of the beat, rather than a separate element in the mix. I’d describe it as a blend of neo-soul, ambient, psychedelic, alt R&B, trap, and elements of pure street hip-hop.
How do you balance the joy of creating art with the financial aspects that enable you to pursue a music career?
A lot of artists, when they start out, say things like, “Bro, I make music because I’m passionate about it. Money is not my motive.” I think that’s wrong. Money is arguably what makes the world go round. Personally, I’m trying to generate generational wealth. But I don’t make music with that in mind. It’s two separate thoughts. Making music is self-expression and fulfilling my creative calling. Making money is pure drive and ambition. But yeah, when I tell people how much money I want to make, they laugh it off. And that’s when I knew they would stay broke forever working a 9-5. If you can’t respect somebody else’s dreams and passions, you’re an NPC that’s been programmed to think going to school, getting a degree, working a lousy job, marrying an ugly person, and dying as a loser is the ideal life.
I’m striving to earn so much money that my kids would be out of touch with reality. I want to make my parents proud, and my bank account proud as well.
You can follow and listen to vinayvvs on Spotify here!
