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Just a few weeks out from the grammy awards, you wouldnβt be able to tell the almost mousy looking man, squinting at the screen in front of him despite the fact heβs wearing glasses, this very same man isnβt only performing, but nominated five times over. Last yearβsΒ βDECIDEβ was keys first solo album in almost four years. In fact, this isnβt his first year nominated. Spoiler alert: heβs already got a bountiful awards shelf heβs probably hiding in an underground bunker somewhere. Keys career as a songwriter, composer and producer has been thriving behind the scenes more than ever. Heβs one of the most in demand and selective producers in the scene, since he found himself thrown into it with a viral hit that sent his career sky rocketing right out the gate, almost ten years ago now. The musician has spent the years building a small empire, and filling the time releasing singles that always find their way, sitting comfortably in the top offerings of the billboard chart when released, his biggest hits so far are ones heβs crafted for others. Ones you probably know. Keys is a rarity in this business. A truly authentic, self made, naturally talented multi-tool of sorts, although heβs quick to shoot down most any praise, becoming visibly uncomfortable when you do so. Running a hand through his famed and, at the moment, naturally tousled hair, his nose wrinkles with a mix of disdain and undeniable boyish charm.
βItβs all just necessity. Survival. But I think people get it wrong when I say that itβs not so much a choice for me. Anything that comes out of me manifests itself because I literally wouldnβt be able to function, not knowing how, otherwise.β Thereβs a contemplative pause as he leans forward, glasses glinting in the light through the fog of the joint heβs now lit after giving up on the e-mail and being asked if itβs even okay to do that in here. To this, thereβs a short burst of laughter before he hops out of his chair and onto his desk with the ease of a kid. He completely ignores how confused I must look and points up at the meshed parts of the ceiling.Β βState-of-the-art air filters. Which I know sounds like some bougie bullshit, but this city is gross. I know being a probable petri dish for a zombie outbreak is part of its charm, but nobody enjoys coming to work sick. I like to take care of my people so, they get the bougie bullshit.β The musician finally hops down and returns to his chair, doing a few spins while he continues to smoke. Before, finally, he at least seems to the question that led to all of this.Β βHow do you make this look so easy?β A question that almost made him look offended for a brief moment. Although thereβs not a hint of it in his tone. βIt doesnβt come βeasyβ to me. It never did. It still doesnβt. I learned because it kept me breathing. All this extra shit, the money, the fame, the optics. I donβt give a shit about any of it. But that doesnβt mean the endeavour isnβt entirely unselfish. I want to be heard. Itβs the easiest way to connect to people for me and thatβs so vital. Which is why itβs more important than ever to be a little more transparent and accessible when it comes to what I say and how I sound.β I can only describe the look in his eye as determined realization, rounded out by a natural, magnetic softness that surrounds him. βShedding a layer is just another necessary step for me right now. Figuring out how to balance keeping the parts of me to myself that I need while toeing the line as an artist is hard, but Iβm trusting myself along with what the music is telling me. The stories. Leading them a little more than letting them lead me.β The way he explains his process and reasoning is unique. He speaks of the songs and his talents as if theyβre entities of their own and itβs hard not to believe just that, listening to the conviction and raw sincerity in the way he does it.
Itβs no wonder that translates so well into his album. The most obvious departure from his usual sound is how much more experimental and perfectly polished it is. Usually youβd think such words in music would mean glossy schlock specifically designed for target adverts (which keys makes us note he loves how corny those are). But Keys fearless approach to creating what he simply calls textures in his sound, is a deliberate choice that pays off. The album is an effervescent auditory journey with surprisingly heartfelt lyrics about finding yourself and the consequences of watching the world through a screen. Something he ironically admits he capitalizes on himself, which leads to more earnest lyrics about struggling with public image and the damage heβs perpetuating himself. Furthering his desire to hide less in his work. Having been released six months ago now, keys album has remained in the top ten thanks to the release of two more singles since his first. Each finding themselves sitting at number one for several weeks. Whatβs apparent about keys success despite his offerings being so different than the company chasing his coat tails, is a signaling that maybe whatβs obvious to us all might become obvious to the man who refuses to take credit for his talent. His greatest selling point being the connection he has to what he creates makes it feel a lot easier to get lost in. Spoiler alert: it doesnβt. Upon hearing the only person to outsell him this year has been Taylor Swift, he only smiles signature charming smile on display, responds with a shrug and another long pull of his joint. βNumbers are numbers. Awards are hunks of metal. See you at the live shows when weβre all connected and singing our hearts to ends and beginnings that know no bounds. Iβm selling love. Thatβs it.β