Jimmy Nevis has gone from strength to strength on the South African music scene since his breakthrough only a few years ago. His second album, The Masses, was released recently. Jimmy answers a few questions.
Good day, Jimmy. How are things?
Everything is really great, thank you. This year has been off to a great start – busy but great.
Congrats on the release of your second album, The Masses. Did you experience any of the notorious sophomore album pressure during the conceptualisation and recording of it? How did your approach differ from the approach you took with Subliminal? It must have been tempting just to do more of the same, as Subliminal did really well and bagged you some SAMA nominations …
When I first approached the album I found myself trapped between wanting to please my fans, the commercial industry, radio industry, my record label, wanting to gain the respect of my peers and then still wanting to grow internally as an artist. In the end I did what came naturally to me and that was honesty. I just wrote about what I was feeling and did what I felt I wanted to do – something old and something new. Although there was pressure, it was a motivational pressure to want to be better and achieve more.
There's a really interesting mix of genres on the album ... some slow, ethereal R&B numbers (like "Misscato"), some guitar-driven numbers (like "Too Young"), some more cinematic onslaughts (like "Be Free"). Did you intentionally set out to explore different genres with the composition and balancing of the album, or did you know immediately what lyrics or progressions lent themselves to what style?
I think the genres are all reminiscent to some part of my personality as well as to influential African-inspired beats and grooves. Lyrically, I write from a very honest place and this time around I wasn't inspired by the love of one person. I found myself drawing inspiration from a collective, the masses. The album took on a very personal, yet social-political frame as it explored some of my feeling towards my country, my industry and the challenges we face as a collective body.
Speaking of the compositions – can you shed some light on how your songwriting process works? What comes first, and how important is the marriage between the right lyrics and the right music? You co-compose with Matthew le Roux, and producer Ashley Valentine also plays a big role, judging by the credits in the album booklet.
I try to write first. This allows the songs to be shaped by the lyrics and so there are no limits on words, expression or opportunity for how deep a song can go. Sometimes if you're writing to a beat, it can be limiting. On the flipside, it can sometimes be nice to write from what inspires you when you hear a beat or a sound. Either way, I keep the process as organic and simple as possible.
Your lyrics seem to contain a lot of socially conscious references and observations. How important is it for you as a South African artist to retain these idiosyncrasies that might be lost on an international audience? Do you try to simply make observations for the listener to interpret, or do you feel strongly that a concise message is carried over in your songs?
I'd have to say that it's a bit of both. I wrote these songs about my country and the challenges we face, but the message is universal. Even though we are all different and may come from different backgrounds, different areas and different cultures, we are still all the same. At the core of humanity we all know what love feels like, what hurt feels like and what struggle feels like. As much as I draw from my own experiences, it is there as a means to carry the core message. The message is what is most important, and although I have my own ideas, there are many ways to read it.
A lot of bands these days go for gradually releasing digital singles instead of full albums. It's interesting that you released the album, but also made a good handful of the tracks available to listen to for free on Soundcloud. What's the philosophy behind this? What's your feeling in general about the relationship between hardcopy albums and the digital landscape, in terms of how it impacts your art and, inevitably, sales?
Personally, I enjoy buying hardcopies – they’re tangible. I love the experience of opening up the booklets and reading all the credits. This experience is often taken away due to the systems in which digital platforms process and release music. Although I am all for digital downloads and streaming services, there's a respect for not only the artist, but for music, that comes with buying a whole album. It's sad that art is sometimes compromised because of money. A song is not just a song, it is a feeling that can change your life in three minutes – to me that is magical. When we don't let artists explore and create, we take away from the magic.
You've been involved with quite a few collaborations, including Mi Casa and Pascal & Pearce. How would you describe the value that lies in working with different artists, getting to know their approaches and so forth? Any particular artists you'd like to collaborate with in the future, locally and internationally, and why them?
It's a great way of introducing yourself to new markets, new crowds and new spaces. I've performed on some amazing stages because of those collaborations. It's probably one of the most important tools we have as artists. I'd like to work with Lira and AKA. As well as Jay Z, Beyonce and Coldplay.
You've done a lot of touring and gigs since you appeared on the scene. Any particular highlights in this regard? And any anecdotes you'd care to share from touring, or places or venues you won't be braving to visit again soon?
I've been on so many different stages, from 80 000 people in a city event to five people in a room in Obz. One of my most amazing moments was performing the national anthem at the Currie Cup final last year. It was triumphant.
What does the near and far future hold for Jimmy Nevis, as far as you'd be able to control it?
Well, more music, more videos. Hopefully more collabs and then we are constantly working at breaking into that international market.
What is the meaning of life?
God, someone to love and a drink with your best friend.