Andrea Caracciolo, known as Andrea Carax, is an Italian producer whose journey from a small town in Calabria to the global music scene stands as a testament of pushing, despite the odds, out of a raging conviction.
While pursuing a degree in Statistics, Andrea's passion for music never waned. In a twist of fate, his talent caught the attention of Universal Music Group executives while he was still a student. Encouraged to continue honing his craft, Andrea found himself immersed in the world of music production, where he flourished. In 2023, after a hiatus, Andrea took a bold step forward by launching his own label and publishing company, Panic Attack Music. Andrea's transition from statistics to music underscores his unwavering dedication to his passion, while the establishment of Panic Attack Music marks a new chapter in his career, one defined by autonomy and the DIY success that many artists have been opting for nowadays.
Miriam Boulos: So you studied statistics and then went into music? That's a weird mix going from statistics to a full-time producer in the music industry. Tell us how, how did you go from that to here?
Andrea Carax: Well, actually I'm doing both, I have to be honest that with music, you're not really able to pay your bills until something blows up. I’m trying to manage both, but I have to say that I started my music career before going to university, so this is a long journey that I'm always pushing and pursuing to see where it leads. I don't come from a music family. I was born and raised in southern Italy where music is not considered as a job. My parents always were like, “Okay, if you want to do music, you have to take care of this by yourself. We're only going to invest in your craft if you're going to university to get a degree and then a regular job.” And I actually did this, you know, because of course I could not blame them for these things. I'm grateful for that because through it, I kind of understood that I love music so much that I could never quit, even if I wanted to quit several times. But the fact that they didn't really support me, not in a bad way, simply because they don't know how this industry works, made me realize that this is something that is mine and that I wanted to pursue by myself. I do listen to my parents though, I got my bachelor's degree, then my master's degree in statistics. Then I moved here to Milan because I needed to find a regular job where I could have a certain income to be more independent as a young adult.
MB: As you said, it's not an easy industry and I'll keep repeating it. I've met a lot of artists who have juggled with different sorts of jobs while pursuing their real passion. It's a thing that's become normalized to be an artist/something else because again, sustaining yourself as a producer is not always the easiest path ever. But going for your passion along the way and not giving up on it, it's quite important and you've also established your own label, Panic Attack Music. Can you tell us more why you've become an entrepreneur kind of producer, I'd say?
AC: This really happened after eight years where I really needed to take a break from music, because I've been pursuing this career for three years now. I was able to grasp and see how this industry is difficult, how it’s ever changing. Nowadays it seems like the talent is not as important as the visibility that you have on the internet, on social media and stuff. So I remember when I decided that I wanted to open this brand, I wanted to establish myself even as an entrepreneur. It happened during a year when I had a lot of major placements with different major record labels around the globe.I was supposed to have a deal with a major publishing company and it didn't happen because the placements didn’t come up and you know this got me into a terrible period where I was so frustrated and so sad that I was like “Okay you know maybe this is a sign that I have to quit music, maybe it's not meant for me, maybe I'm jaded to keep fighting to go ahead with this career”. But then at the end of the year in 2022, I was like, probably next year I can start over, I can work on my solo project, create my own releases, because I think that you have to present yourself as a brand nowadays in the music industry and this is what I did. I opened this brand, the official account for my record label and I asked some friends to create some singles with and the first single that was released was “Dumb”, featuring my friend Nyemiah Supreme. It was something so fulfilling to me because I was able to experiment with different sounds which is something I always wanted to do. I remember back years ago when I was chasing A&Rs, publishing companies and management, they were always like “you know, since you are from Europe and from Italy, just keep focusing on doing dance music, let's do pop music,” even though, my background is so R&B influenced. I didn’t want to be boxed like that. I wanted to do different kinds of sounds. I wanted to be understood for my new sound and this didn't ever really happen.
MB: So you didn't want to fit into that mainstream sort of style, you wanted to take up your own lead on the genre as well that you’ve been producing. Your latest single, “MAY B U”, showcases this fusion of R&B with a twist, dancehall with Afrobeat. Was this a conscious exploration into this fusion of different genre? Or have your sounds naturally evolved into becoming that?
AC: It was made on purpose because, you know, I've been working with Denali Nova for years now. We met in 2020 and we loved each other's music and we always felt like we were a strong team. I'm so proud of our friendship because if it wasn't for Denali, this single would have never happened. I was more focused on the different type of fusion with the singles releases and Denali was like, “You know what, why are we going to do something Afrobeat that is something that is popping right now with R&B and making a sort of Afro soul record, you know, more up-tempo, like what do you think?” We already had a demo on the beats that was very different at the beginning. It was more like jazzy , dancehall vibe, it was more like half tempo, jazzy, you know, R&B. And I was like “Denali, what do you think if we write songs from scratch and make a new record?”. Then he came up with incredible lyrics, in just a few days, because he was so inspired by something that he was already doing. When he sent me the demo, I was like “Oh, this is very dope, I love this. I think that we should have to drop it very soon” and we did and so the rest is history.
MB: Nice to get this little behind the scene story of your newest single. And how do you see your music evolving in the future? Are there any specific directions or themes you've been excited to explore in upcoming projects?
AC: I'm working right now on an EP. This is what I can say. And I'm working with Denali because I think we are a winning team. We are running up ideas of what kind of sounds we want to experiment with but we are definitely trying to do something that will touch dance music and R&B because that is the main genres I've been always doing.
MB: And any influences while working on this next upcoming EP?
AC: My main influences when I produce are Beyonce and Rihanna. Other artists that I'm listening to right now and that I'm so obsessed with are Tyler The Creator, Ketronada, Thundercat, Sammy Gold. All these artists who are doing this alternative type of R&B infused with different sub-genres is the kind of path I’d like to take too right now. I can't wait to finish this EP. There will be a single coming soon that I'm finishing with Denali. We hope to have features on it too. So let's see how this will evolve.
MB: Are you involved in the lyrics writing at any capacity? I would like to know how did your last single “MAY B U” come together?
AC: I don't really write the lyrics, I never tried to be involved especially when I work with some incredible songwriters like Corey Chorus or Mickey Shiloh who wrote hits for Rihanna, Flo Rida, Madonna and a lot of legendary artists. I’ll probably do some suggestion, like for example, as it happened for "Dumb", I told Neyimah Supreme, I wanted to do an introduction record that is dedicated to all those people who don’t give up on their dream. So yeah I just do give my suggestions but I let the songwriter do his or her thing.
MB: If you could describe “MAY B U” in three words, what would you say?
AC: I would definitely say motivating, romantic and energetic. This record is fully dedicated to those who keep trying to fall in love and keep trying to find the right one, you know.
MB: So for aspiring producer/musicians/artists trying to juggle their normative lifestyles and their pursuit for something more artistic, especially those with unconventional backgrounds, what advice would you would you give based on your own experiences and challenges in the industry?
AC: You know, the advice is always have a plan B. Always have a plan B and believe in yourself all the time.
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We asked Claude AI to read this interview and suggest some supplemental reading that you might find interesting. Here is what Claude had to say:
1. Andrea Caracciolo's Career Timeline:
- 1990s: Born and raised in southern Italy, Calabria
- Early 2000s: Discovers passion for music production
- 2010s: Pursues a degree in Statistics while continuing to create music
- 2015: Catches the attention of Universal Music Group executives
- 2016-2019: Focuses on music production, collaborating with various artists
- 2020: Meets and begins collaborating with Denali Nova
- 2022: Experiences setbacks with major record labels and publishing companies
- 2023: Establishes his own record label and publishing company, Panic Attack Music
- 2023: Releases debut single "Dumb" featuring Nyemiah Supreme
- 2023: Releases single "MAY B U" with Denali Nova, experimenting with Afro-soul genre
- Present: Working on an upcoming EP, continuing to explore dance music and R&B fusion
2. Exploring the Afro-soul Genre:
Afro-soul is a captivating fusion of African musical elements, particularly Afrobeat, with the soulful sounds of R&B and neo-soul. This genre has its roots in the African diaspora and has gained popularity in recent years, with artists like Wizkid, Burna Boy, and Tems bringing it to the forefront of the global music scene.
Key characteristics of Afro-soul include:
- Rhythmic percussion patterns inspired by traditional African music
- Smooth, soulful vocals reminiscent of R&B and neo-soul
- Incorporation of African musical instruments like the kora, balafon, and talking drum
- Lyrics that often address themes of love, relationships, and social issues
Notable Afro-soul artists include:
- Nneka
- Aṣa
- Simi
- Samthing Soweto
- Nonso Amadi
As Andrea Caracciolo explores this genre in his music, he joins a growing movement of artists who are bridging the gap between African and Western musical traditions, creating a fresh and exciting sound that resonates with audiences around the world.
3. Andrea Caracciolo's Musical Influences:
- Beyoncé: Known for her powerful vocals, captivating stage presence, and genre-bending music that spans R&B, pop, and hip-hop. Notable albums include "Lemonade" and "B'Day."
- Rihanna: A versatile artist who has explored various genres, from dancehall and reggae to pop and R&B. Notable albums include "Anti" and "Good Girl Gone Bad."
- Tyler, The Creator: A rapper, producer, and songwriter known for his unconventional approach to hip-hop and his unique storytelling abilities. Notable albums include "IGOR" and "Flower Boy."
- Kaytranada: A Canadian producer and DJ who blends elements of electronic, hip-hop, and R&B to create a distinctive, groove-heavy sound. Notable albums include "99.9%" and "BUBBA."
- Thundercat: A multi-instrumentalist, singer, and songwriter who combines elements of funk, jazz, and R&B. Notable albums include "Drunk" and "It Is What It Is."
- Sammy Gold: An up-and-coming artist known for his smooth, soulful vocals and a unique blend of R&B, hip-hop, and electronic elements.
These diverse musical influences have shaped Andrea Caracciolo's sound and approach to music production, inspiring him to push boundaries and experiment with various genres in his own work.
