Today we’d like to introduce you to Nathalia Vieira.
Nathalia, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was born in Rio de Janeiro, Brazil, to a Brazilian father and Portuguese mother. We immigrated to the U.S when I was young. My family settled in the Bay Area where I grew up and lived, until a year ago, when I decided to move to LA. Growing up I was surrounded by music lovers. Music and dance are at the core of Brazilian and Portuguese culture. I have sweet memories of when I was younger of my grandfather playing trumpet, and being woken up on weekends with Bossa Nova or Samba sounds drifting through the air, and catching glimpses of my parents casually dancing in the kitchen. This is where my love and passion for music stems from. It is a knowing, a feeling, a memory that reminds you of who you are and where you came from. It’s a beautiful thing.
That affinity for music instilled in me has definitely been reflected in my professional experience throughout my career as well. Having worked within artist/label relations and music supervision, I saw a disconnect on what was actually being promoted/featured and what I was personally listening to.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The short answer is No, absolutely not. In many ways though I have been fortunate for the friends and family around me that have always supported me. They have been my lifeline through the unenjoyable moments… We’ve all been there.
Creating anything from scratch is difficult, and can absolutely test your will and persistence, but as in anything in life, in order to get what you want you have to fight for it and work hard.
In this case, creating a music series isn’t a groundbreaking idea, but my passion for listening, enjoying, sharing and discovering music is unique. It is the foundation for all decisions I make to stay true to the aesthetic and quality of SOMSIREN.
The challenge for me really has been getting visibility for the platform. Gatekeepers of the streaming services have monopolized the game, allowing only a few to get the spotlight. There are many like me creating these well-curated music experiences and I think it’s great, there is room for everyone. If you dig my style, you have the ability to come to the site and always have fresh new tracks you may not have been able to discover on the major/featured playlists.
The trick is knowing about me and finding me. Growing my listener base has been a slow but organic process, which is important to me. I’m interested in having real engagement with real people. I want to know where my listeners are, what they’re doing, and what they’re going through in life when they search out the sounds and moods I’ve put together. There is nothing like receiving a message from someone who had a challenging day and is thanking you for what you do. Those interactions really smooth out the rough parts.
So let’s switch gears a bit and go into the SOMSIREN story. Tell us more about the business.
SOMSIREN is a music series that I founded and started creating about a year ago with the intent to discover, share and enjoy music from all over the world. Tying threads between genres, cultural styles, trends and content, my mission is to cultivate a platform with a curated sound and aesthetic, catered to listeners with a diverse and unique palette.
SOMSIREN, a word combining SOM (the Portuguese word for sound), and SIREN (from ancient Greek mythology) began in 1999 with mixtapes (and mix CD’s). The tradition has continued and morphed into lovingly-curated playlists posted every Thursday, alongside original photographs I take. I truly believe that in the modern world, with the way we consume music and art, you can’t separate the audio from the visual. The photos I take are inspired by the music I’m incorporating in the playlist that week. It’s my way of contributing creatively to the music the artists have shared, it’s a nod back to them, and it continues to fuel my passion for photography, style and design.
The market is saturated with so much music being constantly released, and I was hearing all too often from friends and co-workers how difficult it was for them to keep up. It can be overwhelming, making it easy to get caught in a loop of the same songs from the same artists. We all have our favorites, but I believe it’s important to continue to expand your musical horizons, especially in our ever-growing global community. The idea was formed, I founded SOMSIREN, simply as a way for those that don’t have the time or patience to scour through all the noise, to provide one go-to destination for their daily musical needs. I still want to challenge my listeners though, and in doing so I challenge myself to dig deeper into the amazing world of music that we now have access to. Through this, I have solidified my enjoyment of the process of discovering music and my ability to create a space that speaks to SOMSIREN’S mission authentically.
This year, I began collaborating with brands and artists whom I respect and admire, such as Aleksandra Zee and Hakea Swim, creating playlists that speak to each of their brands and their processes. I look forward to growing SOMSIREN and offering sonic branding partnerships that continue to extend my reach and push my brand into its next phase.
Has luck played a meaningful role in your life and business?
I once heard that luck is the intersection of preparation and opportunity. So in this sense, yes, I’ve been lucky. I’ve been lucky to have an immigrant family who instilled hard work and passion as core values to live by. In many ways I don’t see it as a question of good luck or bad luck though. Adversity and challenges come to everyone, we all have our journey. I think everything in life is ubiquitous. There’s a beautiful messy story all wrapped up in each of us.
My dad always says that the things you really have to fight for are always the sweetest accomplishments in the end, and I think he is right. These words have truly shaped me, not only in the decisions I make professionally but also in my personal life. I strive to continuously create opportunities for myself and for those around me. I believe that inclusivity and collaboration are the keys to making our communities better. The more I collaborate, the more I share my ideas and the ideas of others, the more prepared I am for the opportunities life throws my way.
- Website: somsiren.com
- Email: email@example.com
- Instagram: @somsiren