Today we’d like to introduce you to Alexander Hitchens.
Hailing a resume from both the film score and radio world, Alex Hitchens, formerly known as “Big Juice”, blends everything from dance to hip hop to classical into a Grammy award-winning sound. Alex first made waves producing for Billboard charting artists such as Lecrae and Andy Mineo, later expanding his sound to curate music for LeBron James and Kobe Bryant Nike campaigns.
Hitchens won his first Grammy in 2013 with his production work for ‘No Regrets’ on Lecrae’s album Gravity, which peaked at #3 on the Billboard 200 after selling 72,000 in its first week. He followed that up with a GMA Dove Award in 2014 for his production work on Andy Mineo’s ‘Death of Me’, the 7th track on Mineo’s Never Land EP, which also landed on the Billboard 200 at #13.
In 2015, Alex again partnered with Mineo on the song ‘Vendetta’ off his sophomore album, Uncomfortable which reached the Top 10 on the Billboard 200, selling 35,000 in its first week.
His relationship with music began over 20 years ago when he first picked up a violin at the age of 4. Efforts to quit were regularly thwarted by his mother and little did he know, sticking with it would pay off in unimaginable ways.
During his freshman year of high school, he came across Dr. Dre’s ‘2001’ album and his curiosity into the world of music production suddenly ignited. Inheriting a prehistoric copy of Fruity Loops he began writing music that was simply awful but never giving up, he kept going, studying, and growing. There was a determination to offer something fresh, something that could incorporate his love for nearly every style of music.
He moved from Cleveland to Los Angeles January of 2016 with a growing resume, but with a new city comes new challenges. He focused on building relationships more than his brand and that subsequently opened doors and opportunities to create music on the biggest stages.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Adjusting to the cost of living! Los Angeles is easily 2-3x more expensive than Cleveland, Ohio. In addition to that, just the genuine nature of people is rare in LA. So when you find people who care about you more than what you can do for them, you cherish them. So many people come to LA to take, take, take. But if everyone is harvesting and no one is planting, the city will run barren. LA needs givers and planters. Treat people well, pour into the city and you’ll always find yourself with what you need. You’ll be seen as non-threatening, a giver, a safe person. From there, great things can happen personally and professionally.
After the move, early on in LA, income was scarce. You learn that people won’t come knocking on your door, but instead you have to couple patience with persistence. Ask great questions and offer time and resources before expecting them.
Roommates have ghosted, projects have fallen through, equipment has broken…etc. You realize so much happens that you have little influence over. But a wise man once said, “two things you should never worry about…things you can control and things you can’t.”
Alright – so let’s talk business. Tell us about Hitchens Music Group – what should we know?
My specialty is music production and composing. Essentially I receive project briefs for songs, scores, albums, etc… And my job is to pool resources and make magic happen. Most frequently, I find myself creating production music for film and TV. A lot of what we do makes its way onto ESPN, NFL Network, FOX Sports, Discovery Channel, E! etc. So we write with those mediums in mind. Songs that are dynamic, energetic and carry a certain temperature/mood.
In addition to that, I also produce and write pop, R&B, and hip-hop records. These carry a more personal tone, specifically for the artists I work with. I’ve been privileged to work with Grammy award-winning hip-hop artists (Lecrae), world-touring rock bands (Emarosa) and viral R&B stars (Malcolm White aka Malcupnext).
Lastly but not least, I spend time doing probably what I love most and that’s composing for films. As a classically trained violinist who has experience playing in orchestras, the opportunity to write pieces for short films and commercials is something that makes me come alive. Knowing what each orchestral section should do and pulling it together has never gotten old. The freedom and flexibility to create an emotional texture and tone is unmatched amongst the other genres and fields I create in.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Definitely my mother first and foremost. I always thought she made me play the violin but according to her recount of events, I saw a violin on TV when I was four years old and told her I wanted to play it. She warned me that if she got it for me, she wouldn’t let me quit. And she held firm to her vow. For the next decade-plus, I tried to quit countless ways. I would hide the violin at school in the library and try to join band with my friends, only to have her drag me to school, find the violin and walk me into orchestra class. There’s no doubt, had she not remained a steady source of accountability, I wouldn’t be in LA doing what I do for a living.
Also my father, who helped instill relentless fearlessness in me. He always told me I could do whatever I put my mind to, and he always remained behind me to make sure I could. The idea of “can’t” didn’t exist in our conversations. He believed in my move to LA, even through the tenuous first year. I attribute much of my “figure it out” demeanor to my relationship with him.
After those two, there are countless others who have poured into me throughout my journey. I had maybe 5-6 private violin teachers but I only remember one by name, Nathan Snader. He was a member of the prestigious Cleveland Orchestra and also a WWII Vet. I can’t count how many times I was brought to the edge of tears in our classes. He was TOUGH. He was a stickler for details and discipline. At the time, I couldn’t appreciate what he was instilling in me, as it would reach far beyond just the four strings on a violin. The detail in the little things help stabilize the execution of the big things. Life lessons.
Thankful for my wife Chaundra, my best man/friend Garrett Gilkey, my creative best friends Luke Spry, Brandon Lowe and my family. All have been tremendous sources of resources & encouragement along my journey from Cleveland to Los Angeles.
Contact Info:
- Website: www.alexanderhitchens.com
- Email: [email protected]
- Instagram: @akhitchens
- Twitter: @akhitchens
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