How Tinashe Escaped Music Industry Purgatory and Crafted the Hit 'Nasty'

Early Career and Influences

• Tinashe began acting at five years old and always enjoyed performing. (2m41s)
• At 14, she joined a girl group to gain experience, even though she wanted to be a solo artist. (6m21s)
• Tinashe's family moved to Los Angeles to support her career, and she felt a sense of pride and confidence knowing she was helping to support her family financially. (5m18s)
• (6m24s) Tinashe's first experience recording in major studios and songwriting began when she went on tour with Justin Bieber, which opened doors for her as an artist.
• (6m41s) After her time with the girl group ended, Tinashe decided to pursue solo endeavors and started making music on her own due to a lack of access to studios and collaborators.
• (7m15s) Tinashe learned how to use music production software and equipment through YouTube tutorials and began creating and uploading her own music and videos online.
• (7m45s) This DIY approach helped Tinashe gain initial attention from record labels and was crucial in her early career.
• (8m6s) Tinashe believes that getting her own recording equipment and starting to record music in her room was a pivotal step in taking control of her narrative as an artist.
• (8m27s) She recorded her first two mixtapes quickly and connected with producers and collaborators via Twitter, maintaining a DIY spirit.

Transition to Major Label and Challenges

• (9m1s) Tinashe's studio debut album "Aquarius" on RCA took two years to complete, a process that was different from her previous work due to the involvement of high-profile producers and the need to adjust to a slower pace.
• (9m54s) Tinashe learned the importance of maintaining her perspective and negotiating her ideas while working with major producers and being the only woman in most studio sessions.
• (10m31s) After signing with a major label, Tinashe scored a hit with "2 On," but disagreements with the label over her follow-up projects led to the need for a fresh start.
• (10m47s) The success of "2 On" was followed by challenges when subsequent singles did not perform as well, leading to feelings of insecurity and doubt.
• (11m58s) Tinashe managed these challenges by focusing on making music she loved, such as her album "Nightride," but struggled when she couldn't finalize her next album.
• (12m27s) Tinashe's "Joy Ride" album was completed much earlier than her record label anticipated, leading to a four-year gap between her first and second albums.
• (12m55s) This period was challenging for Tinashe, affecting her self-confidence and sense of direction.
• (13m7s) Despite believing that everyone had good intentions, Tinashe acknowledges that some poor business decisions were made.
• (13m26s) Tinashe felt unsupported at times but viewed it as a learning process for both herself and the label.
• (14m1s) Tinashe learned to stay present and not let low moments overwhelm her, understanding that nothing lasts forever.
• (14m27s) Reflecting on her albums, Tinashe feels "Joy Ride" was disjointed, while "Night Ride" was one of her best projects, fully representing her creativity.

Going Independent and Redefining Success

• (15m29s) After "Joy Ride," Tinashe decided to go independent, realizing the relationship with her label was not beneficial.
• (15m58s) The label allowed her to leave her contract, which she appreciated as a kind gesture.
• (16m17s) At 25, Tinashe moved out of her parents' house and made significant life and career changes, including setting up a home studio.
• (16m47s) Tinashe believes successful collaboration requires an open mind and understanding boundaries.
• (17m16s) Around this time, Tinashe also changed her entire team, including management and styling, which involved difficult conversations.
• (18m2s) Tinashe had anxiety about leaving the industry "machine," fearing she might not compete in the same spaces or be blacklisted.
• (18m27s) Tinashe leveraged her experience, loyal fan base, and confidence to motivate herself despite the challenges.
• (18m51s) She found it empowering to take full responsibility for her decisions after being released from her record deal.
• (19m8s) Freed from her deal, Tinashe released music on her own terms, impressing critics and delighting fans, culminating in her biggest record.
• (19m36s) Her goals for going independent included making whatever she wanted and proving she was still active in the music industry.
• (20m5s) Each of her records has a distinct identity, and her creative process involves an exploratory phase before honing in on a specific sound.
• (21m18s) Tinashe adapted to changes in the music industry, making her projects more frequent and shorter to match current consumption trends.
• (22m22s) She released her current project in three parts to give each song a chance to shine and maintain consistent releases.
• (22m41s) The success of her record "Nasty" was particularly gratifying, as it broke through in a significant way, receiving positive feedback from peers.
• (23m36s) Tinashe defines success as creating the art she wants, connecting with fans, and being creatively fulfilled rather than focusing on numbers or charts.
• (24m4s) Looking ahead, she aims to achieve personal fulfillment in her career without setting specific bars of success like a number one song or a Grammy.

Future Goals and Perspective on Success

• Tinashe states that she wants to perform larger shows, release more music, and purchase a house. (24m41s)
• She believes that patience is important and that things will happen according to the universe's timing, which may differ from personal timelines. (24m59s)
• Tinashe finds that success at age 31, compared to 21, brings a sense of inner peace and is less reliant on external validation. (25m51s)