From collaborating with artists like Demi Lovato and Enrique Iglesias to managing her own label and brand, Dev does it all. She’s a singer, songwriter, rapper, artist with a passion for creating and a refusal to be bogged down by fear.
Dev gained early success in her collaboration with Far East Movement for “Like a G6,” which has over 130,173,767 views on YouTube and was the number one song on the U.S. Billboard Hot 100 charts for three weeks. In 2010, Dev signed with Universal Republic and released her single, “Bass Down Low,” which also made it to the top 10 in the United Kingdom sixty-one on the U.S. Billboard Hot 100 chart. Her second single, “In The Dark” was released in 2012 and was number 11 in the US charts. This year, Dev will be releasing her second studio album. She now has her own record label called Rica Lyfe.
I had the chance to interview Dev before she hits the main stage at Quadstock. She dished on her record label, collaborations, and her upcoming album. Check it out:
AJ: Your early career started off when your music was discovered on MySpace. Looking back, what was it like to start off on a somewhat DIY music platform to now being able to work with different artists and produce your own music?
D: It’s honestly been absolutely insane lol! I’ve learned so much since my good ol’ MySpace days. Both about my creative process as an artist and about the business side. So much has happened since MySpace and I’ve definitely grown a lot over the years, but when I go back and listen to those songs they’re still alive in what I do today for sure.
AJ: In 2014, you decided that you wanted to release your music independently. What inspired your decision to go independent?
D: I had done things independently before signing to a major of course, so I have always had that spirit, and I think once my relationship with my label came to a close, I knew that wasn’t going to stop me from releasing music or touring. I wanted to be a boss and take charge and really learn the ins and outs. I’m definitely trying to build into one day being able to sign other artists and help them as well.
AJ: How was the process of transitioning from being signed a record label to creating and managing your own music and record label?
D: The transition was interesting to say the least. I have been through some rough patches and really had to do some rebuilding on the business side, but it was the best thing I could have ever done. Musically, I feel so happy and like I’ve spent the last few years feeding my soul (not to sound super corny) and getting in the studio and doing whatever I wanted to do. I feel positive in what I’m trying to build and hopefully can offer everything I’m learning to other creatives one day.
AJ: How do you think your music has evolved over the years?
D: I think music itself naturally evolves. When my first album was out pop, EDM, even hip-hop was in such a different place, so it’s been fun changing it up over the years. I think I’ve always enjoyed a balance between being vulnerable and sassy and that is something I will continue to do, but I do catch myself pushing the limits when it comes to having/playing around with bigger sounding records or working with rappers/producers/songwriters I’ve always looked up to.
AJ: From spending time with family, managing your label, to producing your own music and touring—you’ve definitely got a lot on your hands! How do you handle all of your obligations and maintain your passion for it all?
D: It’s tiring, I’ll admit it, but I am so passionate about all of those things, they fuel me. I am so lucky to have such an awesome family and to love what I do; I never want to ever take these moments for granted. I think going through some of the low points that happened in the past few years has put a lot of things into perspective for me. I want to spend everyday being in the moment. I wake up every morning and look forward to putting out fun songs that people can party and dance to and then celebrating that with my family.
AJ: You’ve with so many different artists from Far East Movement to Kreayshawn. What do you think is the most rewarding thing about collaboration?
D: The most rewarding thing about a collaboration is probably when everyone involved can enjoy/respect each others energy and work and at the end of the day if the art that you collab on comes out great, it’s a win/win! The exchange between a collaboration, especially a positive one, is almost like going on a really fun first date!
AJ: To go along with that, who are some people that you hope to collaborate with in the future?
D: I have a couple collaborations on my new album that I’m so excited about! They’re with people that I’m a super big fan of. I would love to collab with Robyn, Karen O, Nicki Minaj, Katy Perry, Sia, Andre 3000 MNEK, Gallant. Idk I could go on forever haha.
AJ: You’re a big inspiration for many people, especially women, as you are a solid example of someone who works hard and is not afraid of taking risks and being independent. What advice can you offer to others who are also interested in pursuing a career in music?
D: First off, thank you so much, that means so much to me. Seriously. But I would probably tell anyone interested in a music career to first really focus on their craft, what they want right now, in ten years, and in 20 years! Who do they want to be, what do they want to say. Then surround yourself with solid people you trust, even if that takes years to get right. Make sure you have people around you who are going to be honest and tell you when things sound or look crazy– “yes men” don’t get you anywhere. And don’t be afraid to be a boss, this career comes with a ton of responsibilities, but if you’re a boss you’ll kill it!
AJ: What are you most excited about for Quadstock?
D: I’m excited to be back in Seattle, it holds a special place in my heart. One of the first tours/shows I ever did was in Seattle, when I decided to go indie I did a really fun show out there too. I’m about to bring the party and I know you all like to have a good time, so its about to go down!
AJ: What can we expect from your upcoming album?
D: This album is a string of stories about dreams I’ve been having the past couple of years. It’s a little nostalgic for me. The songs are a good mix between fun/slap songs and some vulnerable moments. This album is about someone I used to know. All of the ups and downs of remembering someone you no longer know at all. I can’t wait for you all to finally hear it!
We are stoked to have Dev on the Quadstock stage. Her strength, passion, and upmost humbleness are rooted in everything she does (and it’s evident, too). Her music is dynamic, expressive, and real. Keep your eye out for her album, which will drop sometime this year!
See Dev perform at Quadstock on Saturday, May 21st. Tickets are on sale at the CAC for $20 so get them while they last!
Keep Up With Dev: Facebook // Twitter // Instagram // Website // Soundcloud