Any musician can tell you that what they do is more than just a hobby. It’s a way of life; it’s something you pour your heart and soul into.
“I draw inspiration from the world around me, from myself, personal struggles trying to provide an escape from common reality and just what I like, and what I grew up liking like Tu Pac but I also listen to Toro Y Moi, I’m all over the place, I just make the best music I can possibly make," Sono had told Sobre Sound.
When Sobre Sound first spoke with Sono he was fresh off of his “The Let Me Live Project”,
“I wouldn’t even classify it as an EP or anything like that,” said Sono. “Certain type kind of described my life. It’s in a trap direction, creative trap, so I wanted to travel down that way cause that’s kind of like my first project KATONA which stands for “conquer and take on needed assets” which is like a personal thing, trying to conquer myself, take what I need. “Let Me Live” is just kind of a better understanding of what I want to take now. These upcoming projects are going to go deeper and I don’t plan to stay in one genre, I plan to push the limits on creativity.”
Sono just released his newest track "No Luck" produced by IGNOVNCE that emphasizes just how much hard work goes into success and how it isn't all just about work lyrics such as "Fuck a ghost writer, I'm the one who wrote it," embody that frame of mind with the flavor of San Antonio with a play on words in Spanish.
Apart from creating music, Sono also uses his skill set to help others with creative minds. He began "Nu Age" a creative platform to have other artists and musicians have the work recognized on a larger scale. “Nu Age is a collective of different artists on different mediums it’s going to be music, painters, and all around artists and graphic designers so just trying to give back to the community in any ways artistically," explained Sono.
Creative hubs are no strangers to the San Antonio music scene in essence, and though San Antonio was once known as "Metal Mecca" of the nation and has since developed a strong following of music in rock genres, the rap genre in San Antonio is quite often overlooked or under appreciated despite it's uncanny drive for creativity and success.
“I’ve been doing music on my own before, but it wasn’t until recently that I’ve dove deeper into it. Since I’ve gotten into it, I’ve learned different things from different people who have been in it longer," Sono said on the situation, "It’s getting a little bit less about the politics because the younger generation is kind of taking it over now and are more progressive thinkers that are legitimately friends so it makes things easier to push forward and I do see the prominence in those other genres as well and it could be more of a communal thing. As a city, we should do more communal events, mixed events and that’s where I see things could help. Hip Hop [here in San Antonio], I don’t know who came before and what they did but it doesn’t have a good reputation and people don’t respect some of the venues."
It's young bloods like Sono who are redefining the hip-hop scene here in San Antonio and pulling it away from the reputation it's had in the past.
“I grew up with what everyone was listening to, 50 cent GRODT but I had different visions, goals with my music. I want to make the best music, I want to make music to where people remember me. Like what I do I do as me, I’m not trying to be anyone else but me and trying to help the world if possible,” he explained.
After the release of "No Luck", Sono has shown no signs of slowing down. Sono told Sobre, "So, I got a new video coming first and foremost called "Dark Knights" which will be directed by Bryce Williams (o2 visualz) with additional help from Joshaveli & Art Guzman who are apart of Nu Age . A steady stream of music will be released via Soundcloud and I also have a couple of projects in the works with release dates to be released soon. Additionally, I have some other visual projects on the way."
.You can find Sono this Saturday Nov. 7 performing at Imagine Book Store along side The Arkeologist, The Inf, Jupiter Thief and Smith + Robot.