We’ve written about MattO and his music for a couple of years now, and have always been interested in what motivates him, and how he comes about writing his music. Now we’ve taken the opportunity to speak to him about latest single, ‘I’m A Man’, the meaning behind the song, and what’s next.
MattO, can you share a bit about your background and how you first got into music?
As a teenager in the seventies I was into rock and pop music. I played guitar and started to write my own songs that I played with friends. But it was not until much later that I picked up music again when I became the producer of an Italian/Brazilian singer for whom I also wrote most of the songs. That lasted for about ten years and then I decided to do my own thing as I enjoy song writing so much. And here I am today.
‘I’m A Man’ addresses the theme of people left behind by the digital revolution. What inspired you to write this song?
I think the most important driver behind the song was my experience with a friend of mine who grew up in a world where people interacted whenever they needed to get something done. You need your laundry machine fixed, you call a cousin who has a friend who will get it done. He suddenly found himself in a world in which you talk to a voice mail and where there is no longer any interaction with people. He was lost and frustrated, unable to function. Then, of course, you see your parents struggling with modern technology and you run into some issues yourself trying to keep up with the digital revolution.
What message or feeling do you hope listeners take away from ‘I’m A Man’?
In today’s world, navigating on the Internet is a form of literacy. If you lack it, you will struggle to keep up with the demands of society. I would hope that those who design tomorrow’s digital tools will take that into account and make sure that they are accessible also for “illiterate” users. I also hope that law makers will take note and require companies to provide for live help lines for customers, as the Spanish parliament has done a few years ago.
The music video for ‘I’m A Man’ visually complements the song’s themes. What was the vision behind the video’s concept?
I wanted to create a mix between a live performance of the song and the personal journey of the singer, i.e. the man who is fed up and needs a break from reality (“I am fed up/ I got to get off this train”). The black and white was an aesthetic choice, not necessarily linked to a message.
How did you choose the settings and visuals for the ‘I’m A Man’ video, and what do they add to the overall narrative?
We chose to shoot the video driving in the countryside and in the woods. That gives the video that dimension of man in sync with nature, which is in juxtaposition to the artificial digital world.
Are there any upcoming projects or collaborations you’re excited about and can share with us?
This fall I will release a new album with 10 songs which will be called ‘Drifting Down’. I am really excited about it and we are already working on a number of videos to promote it.
Where do you see your music evolving in the next few years?
I am constantly trying to improve my song writing and to make my new songs sound interesting and different from the old ones. Right now, I have about 10 new songs in the works.
What has been the most significant lesson you’ve learned throughout your music career?
You have to be willing to listen to advice of the pros and insiders, and that advice has been mostly to work harder and to be patient as commercial success is not predictable. So when you think you’re good, there is always room for improvement.
What advice would you give to young musicians who are just starting out and looking to make their mark in the industry?
Push your limits, leave your comfort zone if you really want to grow and make it in the business.
Watch the compelling music video for ‘I’m A Man’ below, and follow MattO for more about his music online on his official website, Facebook, and Instagram.
