We recently connected with Nyla XO and have shared our conversation below.
Nyla, looking forward to hearing all of your stories today. Are you happier as a creative? Do you sometimes think about what it would be like to just have a regular job? Can you talk to us about how you think through these emotions?
There’s this saying that entrepreneurs quit their 9 to 5’s to work 24/7, and well I must say…being a full-time musician feels a lot like that! My wheels are always turning with new ideas on how to give this music dream all I’ve got. Although it seemingly never stops, it’s still incredibly fulfilling for me. Admittedly, the closest I’ve ever gotten to working a “regular job” was when I taught classes at a children’s gym years ago. So as you can imagine, I’ve definitely been curious on what my life would be like if I worked in a more traditional setting with more structured days. Having a clock-out button would certainly be nice sometimes, haha! Especially because when you wear so many hats and only have to answer to yourself, it can be challenging. But ultimately I think it all comes down to the biggest “easier said than done” discipline of them all – balance. It’s definitely the key to keeping a happy and healthy life as a creative, and I often have to check myself to gauge where I’m at on that scale. At my best, and even at my worst, I can’t imagine myself pursuing anything else – I get so much joy from what I do.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I often joke about the multitude of lives I’ve led in the music world. From starring in musicals to being a classical pianist, touring with pop acts as both a keyboard player and background vocalist, appearing in films, crafting music for TV, lounge singing and harmonizing in an a cappella group. And if that weren’t enough, I also found myself in unexpected ventures, like being part of the house band on America’s Got Talent and even joining a 12-person pop girl group spearheaded by NSYNC’s JC Chasez. Believe it or not, I’ve (almost) done it all!
Throughout all these endeavors, one constant has remained: my unwavering desire to take center stage as an artist, to write and perform my own music, to tour on the strength of my own compositions, and yes, to even win Grammys for, you guessed it, my music. While I can vividly recall crafting songs from the poems I penned in my youth, it was in high school where my skills as a songwriter truly flourished, sparking my desire to pursue music as a career path. I even hand-pressed and designed my very first recorded song onto a CD, at 16 which I handed out as party favors to friends and classmates. This was before streaming, clearly! What truly resonated with me was the overwhelmingly positive response from my peers, affirming their genuine love for what I had created.
Ever since then, it’s been my mission to create music that is honest (even if that means sharing my not-so positive real life experiences). As an artist, I want to be a breath of fresh air – whether you’re scrolling and come across my content online, or you listen to my music. Given that my musical background is so well-rounded, I can truly say that I have been able to craft a sound that reflects all of those experiences, and bring forth a level of musicality that is truly special to me. Even more, I have a lot of professional experience with videography and graphic design, so I’ve used those disciplines to weave my Nyla XO “signature” into my brand as a whole – music videos, artworks, you name it.
Recently, I was recognized as Billboard and Samsung’s “Next Great Unsigned Artist” which was incredibly validating for me as an artist. It was an amazing feeling to have the co-sign of two major brands, and was a reminder that the work I put in is never in vain, even if it takes some time to get there!
In your view, what can society to do to best support artists, creatives and a thriving creative ecosystem?
That’s such a great question, and I think I’m gonna approach this question two-fold. When I think of our “society” I think not only about the fans and listeners, but also the systems that are in place for artists.
So first speaking to the “powers that be”, one thing that would make a huge difference is if they understood the challenges we face as self-employed creatives and pushed for better perks like paid leave, healthcare, and retirement plans that fit our unique needs. In many ways, I think 2020 was a huge turning point for this. Not only were people’s eyes opened to how important our work is, but there were so many resources and relief options available to those of us that were struggling to stay afloat during that time. Also whether an artist is signed to a label or remain independent, there are always people at the top of companies (venues, streaming services, labels, etc.) that have those kinds of benefits, while the artists remain without and far underpaid.
And let’s not forget – creative work isn’t just a hobby for us. It’s a valuable service that enriches our lives and communities. So for people that hire us, it’s important to consider all of those things mentioned above, and honoring rates that we set as well as offering fair compensation for our work. These conversations are obviously very nuanced, but having them is a start.
With the above being true, it’s also super important for fans to show their support not just by streaming our music, but by buying our music, coming to our shows, purchasing merch, etc. That kind of direct support helps us keep doing what we love!
Lastly, never underestimate the power of your kind words! As an artist, there’s nothing quite like the feeling of receiving feedback from fans. It’s incredibly rewarding to hear how our music resonates with people and adds something special to their lives. That connection with our audience is what keeps us going and inspires us to keep creating. So, to all the fans out there, your support and feedback mean the world to us. Keep sharing your thoughts and feelings – it truly makes a difference!
How did you build your audience on social media?
The best advice I can offer to those embarking on their social media journey is to never overlook the social aspect. It may seem obvious, but it’s easy to forget that the individuals liking your posts and engaging with your content are genuine people with real lives, problems, and needs. I had this realization during the pandemic. While working a steady gig singing at a restaurant, I made it a point to personally visit each table that tipped me during my breaks. I introduced myself, expressed gratitude, and what ensued were numerous meaningful interactions and returning customers. Sometimes, I even approached tables that hadn’t tipped, just to thank them for listening—and they’d end up tipping me on their way out. While tips were a bonus, my primary aim was really to nurture community and connection.
One day I thought, what if I approached social media the same way I approached the people at the restaurant. So I started personally thanking each and every person that followed me via DM. I’d also take a look at their page and tell them something I liked about their page, or something I found interesting. And wow – people were so surprised! I can’t tell you how many times people told me they appreciated me acknowledging that they followed, and how cool they thought it was. It also opened the door to more conversation. They’d tell me how they stumbled across my page and how much they loved what I did – and not in just one or two sentences either. People were so open with what my music or videos meant to them. And guess what? Those people were the ones that would share my stuff the most. It was truly an a-ha moment for me.
You might have heard of the “1,000 true fans” rule, which suggests that all you need is a core group of 1,000 loyal supporters who consistently engage with your work, attend your shows, and purchase your merchandise to sustain a successful career as an artist. From personal experience, I can attest to the fulfillment that comes from nurturing such relationships.
Contact Info:
- Website: www.nylaxo.com
- Instagram: instagram.com/itsnylaxo
- Facebook: Facebook.com/nylamusic
- Youtube: YouTube.com/nylamusic
- Other: Spotify: https://open.spotify.com/artist/1TTOHQpw3troS08fUyALQT?si=Y9CuoJ0uR-Sqz_uWYv_KfQ Apple Music: https://music.apple.com/us/artist/nyla-xo/1530881188?app=music
Image Credits
Chollette $uper Cy