In the BCG-Matrix, a rising star has a small market share but high growth. In the Swiss music industry, a rising star is called WE ARE AVA. They produce fresh-sounding electronic pop and released their first full-length album «Inner Gardening» in September of this year. The launch party was held at the Grabenhalle here in St.Gallen (more about that on prisma online). Now, prisma had the chance to talk to them in-depth and learn more about their lives as musicians, as well as businesspeople.
When they’re not working as a band, all three members study at the University of St.Gallen. Singer Kim is enrolled in the master’s of business management while drummer Andy is currently working on his dissertation in organization and culture. After taking a three-year break from university, Nicola, the band’s keyboarder, just started his master’s degree in marketing management. Before that, he was very active in Amplify, the university’s music club.
A band is born
But let’s rewind 3.5 years to when the trio first decided to form a band together. To get to know each other better and start their musical journey, the group went to an old Appenzeller house and spent some quality time together. This is where they first jammed together, looking for their very own sound. Even though Kim mainly worked in musical theatre and Nicola and Andy knew each other from a Jazz project, it was never a question of what kind of music they would make. Electronic pop was the answer from the start. This farm retreat is where all the pieces finally fell into place, and the ride truly began.
The following year and a half were spent working on songs and preparing for the launch of their group. Their debut EP titled «Feel Them Listening» was released in the fall of 2019. The band immediately started playing their first concerts. Unfortunately, this first victory was cut short when the coronavirus began its own tour around the globe only a couple of months later. They didn’t let that discourage them and instead dove head-first into their next project – the band’s first full album!
As the world went into lockdown in early 2020, the members of WE ARE AVA got the chance to focus on writing new music and creating what would become «Inner Gardening». Their work process and how they approached the album had already changed from when they initially started. When working on their EP, they finished writing all songs first and then went to the studio to record them. For «Inner Gardening», each song was its own construction site and a project that would be worked on more intensely and individually over a longer time. The result is a much more personal album for all of them.
Behind the scenes
Putting out a record is a lot of work. It involves much more than just jamming in a studio and playing shows. WE ARE AVA’s debut album itself was already finished in January of this year, but after that came additional organizational and otherwise very non-musical work for the band members. They estimate that about a quarter of their total time is spent on administrative work, while another quarter is spent practising for live concerts. The administrative work is where some of their business backgrounds get useful. To get their music played on the radio, stations had to be contacted and approached individually, which not everyone knows how to do professionally. Nowadays, a label does this kind of tedious task for them, but in the beginning, their dedication combined with their knowledge helped them to gain a foothold in the industry.
They still remember the first time one of their songs was played on the radio. The song was a demo track from 2018 that today doesn’t exist on any streaming platform. It was played on SRF 3 as part of a project promoting musicians from each canton. WE ARE AVA was the pick for Appenzell Ausserrhoden. «I even got to catch it live in the car. It was awesome», Andy remembered, «it’s also a feeling that doesn’t subside. When you shop at Coop and hear your song in the background, that’s really special.»
WE ARE AVA – an oversized group project
While they didn’t get much use out of the St.Gallen Management Model in their day-to-day activities, their experience with project management and working in a group did come in handy. They describe the band as a «seven-semester group project» where you put in your heart and soul. At the start of their journey, they held a strategy meeting together, laying out their goals and discussing everyone’s expectations for the band. As students from the University of St.Gallen, they had a better understanding and a different perspective on approaching the industry’s business side. An aspect they highlighted is that they knew how to present themselves, for example, when looking for funding. They also had a clear brand and an extensive online presence with social media accounts, music videos, and press photos from day one. It was essential for them to build a brand around WE ARE AVA and to tell a consistent visual story that supports and adds to the music they write. They think that having this clear presence and external communication helped them to be taken seriously and stand out within the industry.
Moreover, it’s important to understand that there are always many stakeholders involved in the release of an album. From the producers, they work with and the label that supports them to the suppliers they work with for merchandise. «When you look at the stage, you just see three people, but once the curtains close, you can see how many people are actually involved.»
What the future holds
When thinking about future goals, they don’t have an ultimate long-term goal. They explain that you can’t set monetary targets or other KPIs when it comes to art. You have to define your goals differently. In the end, music for them is about the emotions it can release. It can intensify experiences in a way that can’t be controlled otherwise. As an example of that, they tell a story about a concert they recently held: «At the end of our show, the encore is very intimate. It’s played with a ukulele and can get really emotional if the audience starts singing along. Then it’s not just us who deliver a show anymore, but they’re participating too. It’s a magical moment together.» WE ARE AVA haven’t gone unnoticed in the Swiss music industry. 20 Minuten chose them as the Best Crushing Newcomer for October of this year. As part of that honour, they’ll get a chance to be nominated for a Swiss Music Award bearing the same name. Two out of seven Best Crushing Newcomers can be selected as nominees by the public right now, feel free to participate using this link (https://snd.click/wcyg)!