Kuren: The art of DIY brand building

“We’re building a brand and we want to do bigger things, but it’s all about taking the right opportunities that will fit with what you’re building.”

When talking about brand building in the music industry, one expects to hear such rhetoric from a pushy record label representative inside the four walls of a marketing meeting at Universal or Sony – a seemingly exclusive domain, fit only for industry trained professionals and well versed artists.

Speaking with TMN at a café in Sydney, 18-year-old Kuren has broken down those walls, profoundly joining the conversation with a display of maturity that far belies his years.

“At this point in time, we are really pacing ourselves to build a foundation first,” says the newly initiated artist and producer.

This industry-defying adolescent is not your run-of-the-mill upstart. Kuren, real name Curtis Kennedy, exudes a more refined approach to his art, one that is intent on well-rounded development rather than a half-baked evolution; a gradual progression rather than premature rises and falls.

The producer started out where the majority of promising musicians start out these days: behind their computer screen. Kuren learnt the ins-and-outs of production via a YouTube tutorial and a free trial of FL studio.

“The first two years were me learning how to make my sound good and professional,” he admits. “I’m only now just sounding professional.”

Kuren represents a wave of emerging artists that are set on a new standard. While many artists have traditionally pursued common avenues of success that include lucrative label signings, sold-out stadiums and big-time endorsement deals, artists like Kuren are interested in brand building – and that standard begins in the studio.

“You can’t be a producer without your music”, he says, not discounting the importance of a strong catalogue. “All I am about is the music, because I know that the music is going to be the foundation of everything; which it is.”

Collaborations and networking have been the bottom line of building his brand since starting out in the industry. Kuren already holds a decorated catalogue that boasts several commercially successful remixes including Vanessa Elisha’s hit song Ocean and Banks’ Better. That list is set to grow after the release of his forthcoming sophomore EP.

Kuren is clear cut about the EP’s writing and recording process, telling TMN, “There needs to be a genuine relationship there no matter what.”

“I’ve been in studios with guys that I’ve never met before,” he says. “We meet on the day and we jump in the studio and it doesn’t work because we don’t know each other and there is no chemistry.”

Despite this honest reality of the fast-paced industry, Kuren was able to muster up an instant connection with New York vocalist Ben Alessi. The chemistry was immediate with the pair, despite working from opposite corners of the globe. The result was debut single Home, an emotional EDM anthem with smoothly blended synth hooks, atmospheric vocal melodies and powerful drops.

“The first demo I heard [of Home] I instantly knew that this was it. The first demo that I got is what we ended up using”, says Kuren.

“I’ve worked more with other producers in person than I have with vocalists in person. I think, with Ben, it’s just an easier process, not because it’s online, but because he’s a vocalist.”

When speaking about the track itself, the producer was amazed at the initial response from fans: “When I played Adelaide, there was like 100 people singing it back to me. triple j has picked it up on high rotation and it’s definitely that one that’s getting my name out there.”

Kuren’s recent influx of radio airplay is one of the many perks that come with winning the annual triple j Unearthed NIMA competition. The accolade has fuelled his desire to reconnect with his indigenous background at the upcoming NIMAs ceremony in Darwin.

“I hope to form some new friendships when I’m there and sort of strike up conversations and see what we can work on creatively”, Kuren says.

A Hillston native, Kuren grew up in a rural town that often represents a roadblock for many people who have grown up in the region. Like many rural towns, Hillston does not offer the same level of opportunity that people living in urban areas often take for granted.

“There were 250 people at my school and it is a primary and secondary combined,” he recalls. “I had three people in my drama class, including me. The town is literally like one street, two cafes, and a library.

“There have been kids that have come out of school in Hillston and gone to university and have done big things; but there’s never been anyone who’s gone into such a fickle industry and done a significant amount in a short time,” he says with the maturity of someone twice his age.

“I feel like where I’m from – people might hear me say this and think that I’m getting a big head, but I’m not – I’m proud to say that I’ve broken the mould in Hillston.”

Signing with Maker Agencyearlier this year is a testament to his work ethic and ascent in a short time. Kuren, a self confessed newcomer to the industry, was completely humbled when mentioned in the same breath as Tame Impala and Nina Las Vegas, two of Maker’s most esteemed artists on their roster.

At this stage, Kuren is set to face more decisions that will have a significant impact on the trajectory of his career. So far, the producer has navigated the realms of show business with tactful maturity, instilling a sense of confidence that he won’t succumb to the typical fate of many musicians still finding their feet in the industry. Although he’s tight-lipped about recent talks with record labels, the young producer is remarkably circumspect and quick to deflect unexpected shots.

“If something does happen, I’m sure you’ll hear about it.”