Music Now Spotlight

by Isaac Davis Junior, BGS, MBA


Amun-Ra Amani

Get ready to be mesmerized and captivated by the soulful music of Amun-Ra Amani. This Hip-Hop/Rap artist makes wonderful music concerning falling in love, falling out of love, and making love. He seems comfortable within his own element, and his amazing tracks represent this to the fullest. In this spotlight with our publication, Amun-Ra Amani opens up about his musical journey. Enjoy!

Isaac: It’s an amazing time to be a DIY artist/performer/band/musician. What do you enjoy the most about being an indie performer?

Amun-Ra: The ability to make creative music and control one's own career. I admire the process of branding, and I believe only the artist, musician and or band knows their true image and whom they would like to market themselves to.

Isaac: If you had an opportunity to sign with a major label, would you sign now knowing you may have to give up some of what you have build up over the years about you in the process?

Amun-Ra: Yes. For two reasons: The marketing engine that runs an indie artist can only travel so many miles before he, she or they require a new vehicle. The other reason lies in the fact that the greatest artists in the history of music have been built with remarkable teams. I have a saying: "I make the music, but we all make it happen".

Isaac: I remembered Simon Cowell from American Idol talking about the “it” Factor that makes a musician/band stand out. What do you think is your “it” factor that makes you stand out from others in the music business?

Amun-Ra: Good one. The following one generates usually defines what "THIS" is. What I have heard is, my voice, the end result of marrying words to melody, and for me, it might be being comfortable in one's own skin. I am the driving force behind an image that is completely me. The "IT" factor should be effortless, it has to make sense. I hope it does.

Isaac: Why should music fans listen to your music? Describe what they are going to get when they listen to Amun-Ra Amani?

Amun-Ra: People desire heart; they will hear my heart; people need soul; they will feel my soul; people need to feel good; I make feel good music. Coercion is key; I'm trying to create a rock star with roses, and so far my people love it.

Isaac: Briefly describe your humble beginnings that led you to where you are at musically now.

Amun-Ra: I grew up in a community where we didn't have much; but what we did have were personal relationships that were instrumental to my growth as a young man. My recent material has been built from this experience, specifically my love for women and what I have witnessed. You know, falling in love, falling out of love, making love, and trying to make sense of it all.

Isaac: You have some strong iconic influences. Of these influences, which artist/band do you relate to the most and why?

Amun-Ra: There are many. But I relate to Usher, and Kanye West extremely well. I marvel at what they've been through on a personal level, and the way these guys put so much of their heart into their words and into their music is inspiring. True artists indeed.


Amun-Ra Amani

Isaac: Do you feel that Indie music gets the respect it deserves? Why or why not?

Amun-Ra: Yeah, sure it does. The internet is a powerful tool that many use to reach out to an international landscape of music lovers that didn't exist 20 years ago. It will always depend on what one wants and what they are willing to do, to get there.

Isaac: If you could change one thing about the music business, what would it be and why?

Amun-Ra: I believe big record labels had a place, but not always fair. It was always great to see someone develop into a mega-star. I would like to see record labels negotiate artist-friendly contracts that would be of benefit to both parties; artist and label.

Isaac: Do you think in the near future that DIY artists/bands will be the norm and big record companies will be very limited?

Amun-Ra: I think big record companies will make a comeback and there will still be a very large pool of indie artists. Creating a following will still be the norm to attract interest and fuel negotiation.



Isaac: What type of feedbacks have you been receiving about your music from fans and music critics?

Amun-Ra: This is an interesting topic. My new music fans love my new direction. My recent music critics admire the appeal of commercial recordings and because of it; I have been getting a lot of press. Now my old music fans, want me to go back to some of my harder material, particularly underground hip-hop. At one point, it was a toss up, but these days I am trying to become an international success, and I believe I have found life in pop, dance, and hip-hop soul. I have changed as a person, and my new image is a reflection of this.


Amun-Ra Amani

Isaac: If you knew that you would never gain fame and fortune with what you are doing now, would you continue to make music?

Amun-Ra: Yes. I would still be happy with a set at a local coffee shop or martini bar. Just me, a small crowd and my tunes.

Isaac: How do you handle negative feedback or negative energy about your music?

Amun-Ra: Everyone is entitled to his/her own opinion, so it doesn't bother me. I am very open to feedback, both positive or negative. There will always be something for everybody.

Isaac: What role do your family and friends play in the equation of your pursuant of a music career?

Amun-Ra: My family is very supportive. I don't think they are aware of how far I've traveled, but that's the beauty of it. It's kind of an incredible under-taking that no one takes serious but me.

Isaac: What is the best site/s that you can be found on the Internet?

Amun-Ra: Myspace, Reverbnation, and Sonicbids respectively

Isaac: The floor is yours; final words…..

Amun-Ra: May God bless the environment, its inhabitants, and all of our actions. Peace.

Official EPK:
http://www.sonicbids.com/epk/epk.aspx?epk_id=270024