Popular Argentine YouTuber, actor and singer Julián Serrano is now focusing his energies on his music career: He will go for the big time this year with three tracks produced by the team behind <a href=”/music/Maluma”>Maluma</a> and <a href=”/music/Shakira”>Shakira</a>.
“For the last seven years, whenever I’m going down the street, people recognize me,” Serrano shared. “They ask me for a picture, or they yell something at me.”
He has been coming up with projects and generating content since he was 17. A year later, he moved out of his parents’ home, and began managing his own life and dropping his pursuit of a psychology degree at a university.
He sent his musical material to the production team behind Maluma and Shakira, and this year, he will debut the three songs they worked on together.
Serrano traveled to Medellin, and gave his own spin to the trap and dancehall sounds. “To make music, it isn’t enough to have talent,” he said. “You have to reach people. <a href=”/music/J-Balvin”>J Balvin</a> is a clear example: He shifted the paradigm.”
Tempted by renowned international record companies, he said he’d rather stick to being independent. “I refused very tempting offers, because I didn’t feel ready. I want first to have a more elaborate product, and that is only happening now,” he explained.
Serrano thinks not only as a musician, but also as an entrepreneur. “I always do strategic things. I’ve always taken my career decisions,” he shared. “Being the producer behind everything I do cost me the possibility of enjoying on stage. Now, I can do that again.”
Julián Serrano talks to Billboard Argentina:
“Vida Tranquila” is your new musical direction?
The songs I released under the Jota Esse moniker were more teen, more pop … I didn’t want something so rap or urban. Those days, I was trying to reach a different audience. Urban music is in fashion now. Besides, I was scared of only doing rap music, because if eventually I wanted to do something else, I would end up facing the same criticism as <a href=”/music/Porta”>Porta</a>. He got obsessed with rap and didn’t bear in mind that music changes all the time.
Do you suffer criticism by the conservative sectors?
I wanted people to know from the very start that I would do whatever I wanted. Every decision I took was always to be more independent. I take my own time to decide. Right now, I am searching, which gives me the chance of doing things in my own rhythms. But there always was criticism.
How real do you think is the power and arrival of influencers?
To me, influencers don’t really know the power they’ve got. They’ve got thousands of followers; one may end up doing politics, though let’s hope not. But I know more influencers than senators and deputies. They generate more empathy. From that position, you can do whatever you like.
Content is more democratic now. Today, someone with 5 million views on YouTube can fill a theater without the need of traditional media. I wanted to be a psychologist, and do content around that. It’s all a great tool, even if you have a shop.