We were lucky to catch up with Sugich recently and have shared our conversation below.

Sugich, looking forward to hearing all of your stories today. Can you talk to us about a project that’s meant a lot to you?

One of the most meaningful projects I’ve worked on is my trilogy of videos and songs titled “Crónicas de un Amor en Sequía.” (Chronicles of a Love Drought).

This project came at a very personal turning point in my life. After spending years working and creating in different cities and countries, I made the decision to return to my hometown of Hermosillo, Sonora. That move wasn’t just logistical, it was emotional. It meant reconnecting with the places that shaped me, the streets I grew up on, and the identity I had carried with me while living abroad.

The trilogy was born from that return. I chose to film in real locations from my childhood and adolescence, which gave the story a layer of authenticity that simply couldn’t be recreated elsewhere. Every frame holds a piece of memory, spaces that witnessed earlier versions of myself now recontextualized through the lens of adulthood, distance, and reflection.

What made the project even more meaningful was the opportunity to collaborate with musicians and creatives from Sonora. After years of working internationally, coming back to create with people from my own community felt grounding and necessary. It became less about individual expression and more about shared identity, about building something rooted in where we come from.

At its core, “Crónicas de un Amor en Sequía” explores themes of emotional drought, longing, and the complexities of love, but it also unintentionally became a story about heritage. About what it means to leave, to return, and to see your origins with new eyes. It’s a bridge between who I was, who I became elsewhere, and who I am now.

That’s why it stands out to me, not just as a creative project, but as a personal reckoning. It allowed me to reconnect with my roots while transforming those experiences into something tangible, cinematic, and deeply honest.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m a singer, songwriter, and filmmaker from Hermosillo, Sonora, working at the intersection of music and visual storytelling. My career started in film, but naturally evolved into a hybrid path where I create both songs and the cinematic worlds that surround them.

As a filmmaker, I write and direct narrative pieces, commercials, and music videos, collaborating with artists and brands to translate ideas into emotionally engaging stories. As a musician, I focus on narrative-driven songs that connect on a personal and universal level. I’ve had the opportunity to write and direct music videos for international artists like Carin León and Jumbo, and produce music videos for artists such as Caloncho and Charles Ans. Through my music, I’ve also collaborated with global brands like Adidas and Converse.

What sets me apart is this dual perspective, I don’t just think visually or musically, but emotionally across both mediums. I aim to create work that feels cohesive, intentional, and honest.

I’m especially proud of my project “Crónicas de un Amor en Sequía,” a trilogy of songs and films I developed after returning to my hometown. It reflects my commitment to storytelling rooted in identity, heritage, and real human experience.

At the core of everything I do is a focus on authenticity, creating work that doesn’t just look or sound good, but truly connects.

For you, what’s the most rewarding aspect of being a creative?

The most rewarding aspect of being an artist is the feeling itself, the moment of creation. It’s the one place where I feel completely free, where my spirit opens up and everything else fades away. That feeling doesn’t depend on scale or setting. It can be me alone in my living room, sitting at the piano with my eyes closed, or performing in front of 15,000 people, it’s the same emotion, the same energy running through me.

There’s something electric about it. Whether I’m singing, coming up with an idea, or directing a film, I feel fully alive in those moments. It’s hard to explain, but it’s like tapping into something bigger than myself, something instinctive and honest.

And then there’s the second part of it, which is just as important: sharing that electricity. Turning a feeling into something tangible, a song, a film, a story, and putting it out into the world with the hope that it resonates with someone else. That someone, somewhere, feels that same spark when they listen or watch.

That exchange, that invisible connection between creating something and someone else feeling it, is what makes it all worth it.

What can society do to ensure an environment that’s helpful to artists and creatives?

I think one of the most important things society can do is adopt a “support local” mindset when it comes to music and the arts. We already understand this concept with small businesses, but we don’t always apply it to creatives. It’s common to see people spend significant amounts on tickets for major international artists, yet hesitate when it comes to paying $20 to see an independent musician.

If we want a thriving creative ecosystem, that mindset has to shift. Supporting artists shouldn’t be something that happens after they’ve been validated by the industry, it should happen while they’re building, experimenting, and finding their voice. That’s actually when support matters the most.

We need to show up for each other. If you connect with an artist’s work, make the same effort you would for a big-name act, go to their shows, buy their music, share their work. Those actions have a real, tangible impact. They allow artists to keep creating, to take risks, and to grow sustainably.

At the end of the day, a strong creative community is built from the ground up. The moment to support independent artists isn’t later, when they’ve “made it”, it’s now. That’s how you feed the ecosystem and ensure that more voices, more stories, and more perspectives continue to exist.

Contact Info:

• Website: https://www.sugich.com
• Instagram: https://www.instagram.com/sugich_
• Facebook: https://www.facebook.com/sugichb
• Youtube: https://www.youtube.com/sugich
• Other: https://www.tiktok.com/@sugich_