We’re looking forward to introducing you to Sugich. Check out our conversation below.
Sugich, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. Have any recent moments made you laugh or feel proud?
Yes — recently I became a member of the Recording Academy, and it’s a milestone I’m genuinely proud of. I’ve watched the GRAMMYs since I was a kid, so being welcomed into the organization that celebrates music and artistic excellence feels surreal in the best way. It makes me feel like the work I’ve put into my career is truly being seen and recognized by my peers. It’s one of those moments that reminds you you’re on the right path.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m a musician, storyteller, and filmmaker from Hermosillo, Sonora, Mexico. My work blends the cultural influences I grew up with in northern Mexico and the visual, narrative perspective I’ve developed through years of filmmaking and creative direction. That mix shapes the way I write, perform, and collaborate with other artists.
Right now, I’m creating new music and performing throughout the U.S. and Mexico, while also developing documentary and fiction projects that highlight culture, education, and community. Whether it’s through sound or visuals, my goal is always to tell stories that feel honest, immersive, and emotionally resonant.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What was your earliest memory of feeling powerful?
I remember being in my room as a kid, singing along to the radio and imagining myself doing exactly what I’m doing now—and everything I still will become. I’d close my eyes and picture the performance, the energy, the world I was creating in that intimate space. In those moments, I felt completely in control of my voice and my imagination. Music has always been there for me, and even back then it gave me a sense of power, direction, and belonging.
When you were sad or scared as a child, what helped?
Music always kept me company. During those moments when I felt like I didn’t belong—when I felt outcast or was made fun of—I’d put on my headphones and disappear into a world I created for myself. That space, built entirely from sound and imagination, made me feel safe and understood. I don’t think I could live without music because of what it gave me back then. And now, one of my biggest hopes is to create that same sense of refuge for other people. If anything I make can give someone that feeling, that would be the greatest accomplishment.
Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to creating art for the rest of my life. I don’t really think of my music, films, or stories as “projects” in the traditional sense—they’re all part of the larger project of my life. There’s nothing else I see myself doing in the long run. I picture myself growing through this work, connecting with people, and reaching a broader audience through what I create.
I know I’ll get there by continuously working on my craft, staying curious, and letting my life experiences shape what I make. Whether it’s through music, film, or any new medium I decide to explore, I’m committed to expressing those experiences honestly and building something meaningful, no matter how long it takes.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you doing what you were born to do—or what you were told to do?
I think for a period of my life, I was doing what I was told to do. But I don’t look back with regret—everything I’ve experienced has been part of the path that brought me to where I am today. Not every day feels perfect or fulfilling, but overall, I’m deeply aware of how privileged I am to do what I love: to create something that once existed only in my imagination and share it with people around the world.
I genuinely believe I was put on this earth to write songs and make films. And I’m proud of myself for having the courage to pursue such a difficult career, especially considering that years ago, I was told it wasn’t for me. Choosing this path—and staying committed to it—feels like choosing myself.
Contact Info:
- Website: https://www.sugich.com
- Instagram: https://www.instagram.com/sugich_
- Twitter: https://www.x.com/sugich_
- Facebook: https://www.facebook.com/sugichb
- Youtube: https://www.youtube.com/sugich
