"Producer is a locomotive"

“A producer is a locomotive that helps a talented person to bring his abilities and skills to life”

It is to this category of people that Tatyana Veles belongs. She is the link between the audience, the artist and his marketing, helps to realize all creative ideas.

Tatyana Veles is a star producer, clip maker, editor-in-chief of the popular magazine "PRIDE OF THE NATION" and general director of the production center and recording studio "Ura-records".

In an interview, Tatyana spoke about the beginning of her career, about significant projects and revealed the secret of winning music competitions.

GP: Tatyana, tell us how your journey began?

TATYANA: Initially, I was a vocal teacher, so my career as a producer was not easy. I was very worried before I decided to take my first project, but then I still dared. It was the strongest impetus that motivated me to continue in this direction. For myself, I realized that it is important not to be afraid to try new directions and always strive for self-improvement.

GP: Tatyana, who is a music producer and why does an artist need him?

TATYANA: A music producer is, first of all, a link between the audience, the artist and his marketing. The producer is responsible for the selection of material, its design, visualization, development of the concept of the artist and the relationship with the public. That is, a producer is a person who is responsible for the formation of an artist. Speaking about the importance of a producer, I think that today an artist both needs him and does not need him. A producer is needed to overcome a new stage in human creativity and also to ensure that the artist devotes himself to creativity and does not waste time solving technical and everyday problems. But an artist definitely shouldn't be in a relationship with a producer who is holding him back with a contract with a huge number of restrictions. The best option is to maintain partnerships with a common goal - brand building.

GP: What promotional resources does a producer have that a singer doesn't?

TATYANA: The first and most important thing is the presence of connections, the vision of creating a product. The producer knows exactly what an artist should be and helps him realize his talent.

HP: What projects have you worked on? What was your first project?

TATYANA: After my children grew up, I decided to start a recording studio. I worked with different artists who had incredible voices. With my participation, the group "D-Bosh" was formed - the group included five completely different guys who had their own opinion on everything. They became popular very quickly. I loved working with them, but then some of them got crowns on their heads. Star disease in the guys as a result led to the disintegration of the group. However, I think they are still known. I strongly believed in them. I treat the first project I worked on with warmth. I want to note that I am proud of my recording studio "URA-records". I was lucky to collaborate with Alex Davia, Ravil Gimazutdinov, Ilgis Khusainov, Platon Vasilevsky and other talented composers and sound producers. Joint projects were with Dima Bilan, Oksana Fedorova, Katya Lel, Katya Gordon, Sati Casanova. Talented people are always attracted, together we create wonderful projects that adorn life.

HP: Discover the secret to winning a music competition?

TATYANA: I have been working as a music producer for a long time, so I have a lot of experience and I can say that it is not so important to win a competition as to take part. Because that's what all art is about. Participation in the competition is a valuable experience that allows you to develop professionally and not worry about mistakes and failures. It is overcoming difficulties that the artist grows, and winning competitions, he gets a nice bonus as increased self-esteem. But do not forget that when participating in any competition, sincerity is important. You must be dedicated to your work, love and understand the composition that you have chosen to perform and, of course, it is important to enlist the sympathy of the viewer.

GP: How do you assess the state of Russian show business now? Have there been a lot of scandals lately, including at prestigious awards?

TATYANA: The artists did not fall into a lethargic sleep. Due to the regime of restrictions, it was mainly the concert activity that suffered. Nobody interfered with creating songs. Generally speaking, new artists come to show business with individuality, zest. Accomplished performers, but not of the first magnitude, try to experiment, but, to be honest, their work does not always inspire or energize. The old stage guard is looking for partners for collaborations, but the joint product is also not always successful.

GP: Are you close to what is being broadcast now and how they become the idols of millions?

TATYANA: There are good artists, of course. It is pleasant to look at them, their songs, as it is fashionable to say, "come in". For example, I liked the cheerful, light hit “Raspberry Berry” by Khabib. The performer Joni has a good voice timbre. However, new faces do not offer tracks "for the ages". Creativity is subject to trends. But you still want to listen, something worthy that children and grandchildren will continue to sing. An artist must demonstrate individuality, perform songs sincerely, show his soul, as if speaking, look what I want to share with you.

GP: Who would you like to work with as a producer?

TATYANA: I am delighted with Dimash's vocal abilities - there is a desire to work with him, to improve the quality of his song material. I see cooperation with Artik and Asti, Stas Piekha, Max Barsky as interesting. Purely humanly, I want to know how MakSim's career will develop in the future. In my opinion, after going through a coma, she will release other material, she has changed a lot and moved to another level with higher vibrations, but at least it seems so to me. I would be attracted to work with my beloved Dima Bilan. I respect him very much both as a talented singer and as a person. I am impressed by the members of the duet “Two Mashas”, our representative at Eurovision Manizha, the charismatic Alexei Chumakov, the talented Diana Ankudinova, the singer Joni.

GP: What is important to you in music and creativity in general?

TATYANA: In music, sincerity and individuality are important to me. It is the broadcast of your presentation, soul, your beginning of what you can share with people. Not the kind of consumer goods that will be perceived by everyone. Let it be a song that will be appreciated by two or three people, it will be people who are on the same wavelength with you, but this will be an indicator of individuality, and it is catchy.

GP: How do you choose the artist you will work with? Are there any personal criteria?

TATYANA: I am interested in motivated people with a desire to constantly grow, to look for themselves, who put their soul into creativity, know how to share their story, heart with the audience. This should be inside the performer, everything else can be worked out. People will forgive a false note, but an emotionless performance will not. Emotions feed us, we all live by feelings, it seems that we are all analytical, logical, constantly looking, some kind of “achievers”. In fact, we achieve everything for the sake of receiving emotions, for the sake of love, recognition. Therefore, my selection of artists is very strict.

GP: What do you need an artist to be at the top of the charts these days? How important is this to you?

TATYANA: If I say money, it will be true. (Smiling).

Money, but not in the sense that they should be put into the hand of the compiler of the hit parade. Funds are needed to win an audience. And only then the opinion of the fans, if they like the song, will bring it to the first lines of the rating. Therefore, the artist needs to invest in musical material, in promotion - to get media fame, to arouse interest among the public, interest in himself and in his work.

GP: Is it difficult to work with an established and well-known artist? Was it such that you refused to cooperate?

TATYANA: Yes, of course it's difficult. An accomplished artist has his own requirements, that is, this is not plasticine, but a finished structure. It was also such that I refused to cooperate, due to the fact that we did not coincide in terms of energy. Why am I now talking a lot about vibrations and energy, because I am sure that we are moving to another level, and creativity is being transformed into another component. Now we are all looking for ourselves in creativity, and creativity in ourselves.

HP: Do you have free time? How do you prefer to spend it?

TATYANA: I like to spend my free time with my family, in the company of people close to me, or I devote it to a hobby. I produce creams, shampoos, gels, serums. I help other people understand the intricacies of this process. True, when I have the mood and desire. Why? I believe that it is necessary to produce cosmetic products, especially manually, on a positive note. Then you manage to put your soul into the finished product, transferring a piece of your energy to people.

HP: What are your plans for the near future?

TATYANA: My partners and I are creating a new project by Tatyana Veles in Crimea. This is an academy that I will pay a lot of attention to and look forward to opening branches in many cities.

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