VIA SERI INTERVIEW [SELECTOR SESSIONS]
VIA SERI INTERVIEW: Going behind the decks with an artist who doesn’t just play music—she designs entire sonic experiences. From commanding global festival stages to setting the mood in the most exclusive underground clubs, our guest has established herself as one of the most dynamic and influential DJs in the industry. She’s a rhythmic architect, a turntable magician, and a true force who is constantly pushing the boundaries of sound. We’re going to talk about the craft, the grind, and what it truly takes to master the mix and create a movement. VIPER is going deeper with Via Seri…
What inspired you to start DJing and how has your journey evolved over the years?
My love for music is really where it all started. I wanted to get closer to the music, understanding how it works, how to create it and play it. My dad and cousin were DJs so I’ve come from a musical household. Music has always played a big role in my life and getting closer as both a DJ and Producer has always been a dream of mine. The evolution has been fantastic, I’ve been blessed to have worked with so many incredible brands and played for events all over the world. It went from a real desire, a hobby essentially, to a full blown career and I’m forever grateful to be doing what I love.
How do you stay connected with your audience while performing and what role does that connection play in your sets?
It’s extremely important to be able to read the crowd. Selecting tracks start from understanding the brand, their crowd and timing – i.e closing set or opening. All of these factors are so important when selecting what to play. I like to come into the set with an idea of what I’d like to play but leave room to be about to pivot depending on the energy in the room. It’s important to look up and engage with your crowd, note which tracks they are receptive to and follow that flow but also leave space for new tracks, it’s necessary to experiment too. Anything can happen during a set so be ready to switch things up if needed.
In your opinion, what is the most significant change in the music scene since you began your career?
One would be the influx of females, when I started there was nowhere near the same percentage of females in the scene. We now have so much opportunity and I love that. Second, I’d say social media and the influence it’s had on artists, including DJs. The performance element has intensified within the scene. DJs are no longer hidden in a corner somewhere, we are artists who dance and really perform – we have become centre stage.
How has technology changed the way you approach DJing, and what tools do you find indispensable?
The new equipments and softwares have allowed DJs to really curate their sets and get creative. With things like stems, you can literally manipulate a track at the touch of a button. Create mashup and crazy blends, it’s given DJs a lot of viral moments and exposure. Technology has allowed me to be more experimental in my approach. Im a USB DJ and having things like a touch screen on the deck and quick search functions makes it faster to mix, the ease of access is something I definitely enjoy! You can shock the crowd and keep things interesting.
What challenges do you face as a DJ in today’s music industry and how do you overcome them?
Like with every industry there are most definitely challenges, the world is moving so fast as so is the industry, making it hard to keep up. Tracks are released every second and trends are changing constantly. There’s always a new dance to be learnt, it can be overwhelming. Also as artists, it’s important to create relatable and engaging content – this takes a lot of time and can be exhausting. I am extremely ambitious so I’m always thinking of ways to improve and showcase my skills. It can take me three to four hours to work on one post, content is very time consuming. I choose to embrace these challenges though, it’s good; it keeps me on my toes.
Can you share a defining moment in your career that shaped your identity as an artist?
Ooh, I think there a so many mini moments that have shaped me as an artist that it would hard to pick just one. Overall I’d say travelling, often I’m alone when I do international booking and having that time to embrace solidarity had made me more confident and resilient as an artist.
How do you incorporate your personal experiences or emotions into your performances?
Music translates to joy for me and that’s the experience I want to give during my sets. I have a good time and I want you to have a good time too. When people come and see me play I want them to leave feeling happier and joyous, music is the language of the soul and that’s how I like to communicate.
Who are your biggest musical influences and how have they impacted your style?
Like many others, I’d have to say Black Coffee. I was in awe the first time I saw him play. He was so comfortable on the decks and with the music, they were really one. His style of playing definitely had an impact on me, I love how he uses the effects and uses different elements of the track to create new sounds. It’s like he produces live, it’s incredible. I use effects a lot during my sets and wouldn’t want to play without them. Even his personal story and all the struggles he overcame is so inspiring – it makes me feel like anything is possible if you put your mind to it.
What message or vibe do you aim to convey to your audience through your music?
I have a saying “good vibes always,” it’s always good vibes when I play and produce music; it’s always filled with good energy!
How do you handle criticism or negative feedback regarding your work?
I take it onboard, it’s important to not let the good or bad criticism consume you but it’s important to take it onboard; it can only make you a better artist in the end.
What are your thoughts on the current trends in DJ culture and music consumption?
Style of play is changing. The advancement in technology has allowed DJs to be able to experiment. So we are seeing a lot of mashups, remixes and mixing of genres trending. Showcased though out social media, it’s exciting for the consumer but can be overwhelming as a DJ. It’s pressure to keep things interesting and get that viral moment. We’re also seeing that at events people are dancing less and filming more because we are consumed with getting “good content,” we are living in the moment less and less. Everyone wants to capture moments, which is taking away from living in real time.
How important is collaboration with other artists and can you share some of your favourite collaborations thus far?
I think it extremely important to collaborate with other artists, it grows your network and you can also learn so much. Forces you to see different perspective and gain insight. Collaboration is what makes the world go round. One of my favourites has to be with an artist from South Africa called Malume Hypeman. We produced a Amapiano track called ‘Surf’ last year and it’s been make waves, literally. Such a feel good track I love it, go check it out if you haven’t already!
What advice would you give to aspiring DJs looking to make a mark in the industry?
Master the basics, get yourself out there, don’t be afraid to approach people and brands. Build a strong network and invest in yourself. Do whatever it takes, remember no one wants it as much as you do. Focus on capturing content and make sure you get it out there. Most importantly, stay consistent.
Looking forward, what goals do you have for your career and how do you plan to achieve them?
My goal is to expand my reach and recognition within the Electronic music scene, both locally and globally. I want to be known for creating unique, high-energy sets that connect with the crowd and ultimately, I’d love to release more of my own tracks and remixes. I’m focusing on my production, collaborating with other artists and continuing to build my brand, network and skills.
