We had the pleasure of asking a few questions to one of Italy’s most interesting Alternative R&B bands of the moment, TECHNOIR. They are the very reflection of our musical era: audacious blends of musical genres and a genuine quest for unique sound. Let’s find out about their story and how Groover helped them take control of their music promotion 🔥
We all know self promotion is highly time consuming and is very hard to obtain results so Groover helps us direct our efforts in the right direction and towards the right audience.TECHNOIR
Hello TECHNOIR! Can you tell us a bit about yourself and your music?
Thanks for having us! We are Alexandros and Jennifer and together we form the duo TECHNOIR, we have Italian, Nigerian and Greek origins.
We always have a hard time labeling our music, let’s say it’s a multi genre combination of electro/soul, alternative, jazzy harmonies, hip hop beats and distorted sounds.
Since 2016 we’re based in Milan, where we started creating all of our music and videos as a duo in our home studio.
What do you think would be the best conditions to discover your music?
Definitely attending one of our live concerts, which are a mixture of our songs and electronic improvisations. We sing and play a lot of instruments live but thanks to the electronics we sound like a full band.
Otherwise, we still make albums to take the listeners into a journey, so explore one of those however you enjoy listening to music!
How did you come to create your project and take it seriously?
We met in the music scene of our hometown, Genova and we quickly understood we had the same attitude towards music, wanting to make it our profession.
It’s really simple for us because we can’t imagine our lives doing anything else, but we weren’t lucky enough to find collaborators with the same drive as ourselves, so from this came the decision to team up as a duo learning to do everything independently.
In today’s times being a musician forces you to wear multiple hats and you have to develop many skills beyond writing music.
We write all of our music together and then Alex typically takes care of the technical aspects of producing and finalizing our tracks, and Jenny focuses on the more bureaucratic and promotional side of all the releases.
Most of the time we also take care of creating all of our artworks and videoclips, since a few years ago when we started learning 2D animation.
How did you first hear about Groover and what convinced you to use the platform?
If you know where to look, the web offers you infinite resources, so when we came across the Groover Blog we immediately became interested in the platform.
Did it help?
It’s very helpful because it puts promotion right in the hands of the artist, and lets you take control of how you use your budget, optimizing your financial resources, which is of vital importance for an independent project like ours.
Also, we all know self promotion is highly time consuming and is very hard to obtain results so Groover helps us direct our efforts in the right direction and towards the right audience.
| Read also: How to choose a budget for your release?
If you had to sum up the evolution of your project in a few major stages (past, present and future), what would they be?
Every one of our albums embodies a different stage in our growth:
1) NeMui (2017): the first explorative work, the embryo of it all.
2) Never Trust the Algorithm (2020): a slight change of direction towards a darker sound building upon what we did up to this point. Also our first completely independent work.
3) AFTER MATH (Oct-2023): our first album after the pandemic that shows a new-found awareness of what we are and where we want to go as artists.
What advice would you give to artists just starting out in the music business?
Do it only if you really can’t live without music and then focus on your multitasking skills and take time to really understand how the music business works, even the boring parts.
Keep in mind that you’ll meet lots of collaborators along the way, and that’s great, but nobody will care like you do.
Also remember that social networks aren’t everything!
Is there any news you’d like to share with us?
We just started a Groover campaign to promote our new album AFTER MATH which will be out in October 2023.
We just released the first single, Saturate and will drop a new song every month until the full album release.
AFTER MATH is a moody, multi-genre work inspired by the dark sounds of the 90’s Bristol scene blended with R&B beats, glitchy guitars and soulful vocal melodies.
Any final words?
We are living in a fast paced, shape shifting historical period in which real artists are at risk of extinction, but there is still hope so, if you care, support the art you like!