[EXCLUSIVE INTERVIEW] 12Keyz “Perseverance is key”

HypnoticAsia’s next interview is with producer and songwriter, 12Keyz!

The producer has songs charting on the Asian, U.S. and Global markets.  12Keyz is responsible for many hit songs from Super Junior, SHINee, Lee Hyori, EXO and many more. 12Keyz tells HypnoticAsia that he is also a DJ alongside being a producer and songwriter.

From Canada to New York, 12Keyz started his producing at the young age of 13. He has worked with artists like EXO, U-KISS, D-Pryde, French Montana, Girl’s Day, SHINee, Super Junior, T-Pain, Full Force and many many more.

If you remember, producer DR agreed to an interview with us, where he told us he was part of a producing duo, C2. 12Keyz completes that duo and answers more questions how they produce music and work together.

Check out his interview with us below –

HYPNOTICASIA:Please introduce yourself to the readers of HypnoticAsia.
12KEYZ: What’s good HypnoticAsia! My name is 12Keyz and I’m a producer, songwriter and DJ.

HYPNOTICASIA: Who or what inspired you to become an artist, producer and songwriter?
12KEYZ: My father is a musician and also the reason I developed a love for music. Once I started creating my own songs, I became addicted to it because there’s no other joy like creating something from scratch and seeing it grow from a simple idea in your head to a full song. I don’t have kids but completing a song is like bringing a child into the world. Once I realized my talent and that I have a really good ear, I strived to share my music so that others could enjoy it as much as I do.

HYPNOTICASIA: How did you get started in the music industry?
12KEYZ: My Dad played bass in a Soca band when I was a little kid so I was introduced to music at a very young age. Later, my Dad decided to become a one man band and invested in a home studio so I was lucky to have access to all the latest and greatest gear available at the time. The Steel Pan is the first instrument I fell in love with, then I transitioned to the keyboard and taught myself to play by ear by studying great musicians such as Stevie Wonder, who I would say was my second teacher after my father. I got started in the music industry by producing for local acts in Toronto for free which allowed me to gain a lot of valuable experience and once I heard my song on the radio for the first time I was hooked.

HYPNOTICASIA: Where does the inspiration come from to write and produce these hit tracks?
12KEYZ:  Well first of all, after being exposed to the music industry for long enough, I’ve realized that there really isn’t any formula for a “hit” in today’s market. I don’t get caught up in thinking about making hits. I approach my music the same way I did when I produced my first song. I put my best effort into each song hoping that people will enjoy it as much as I do. The inspiration can actually come from anywhere. Whether it be a new girl I’m seeing, a walk on the beach, being out at a club….really just anything. It’s usually based off a vibe or mood.

HYPNOTICASIA: We know that you and DR together form the production duo C2, what’s it like working with DR?
12KEYZ:  DR is an amazing person as well as a great musician. He’s been a true friend. I know that I am as good as I am, because I have a person like DR around to challenge me, similar to Magic Johnson and Larry Bird. We can certainly both produce and write songs on our own, and we do, but there’s always something magical about our collaborations. We’ve developed a system that works great where we are able to finish each others ideas and have the freedom to take each others work to different levels to create the best product.

HYPNOTICASIA: Do you prefer producing on your own or with others?
12KEYZ:  I don’t have a preference. Sometimes the idea I have is so out there that only I can finish it, however working with others brings an element to the song that I may not necessarily have thought of.

HYPNOTICASIA: If you could choose one song, which would you say is your favorite song that you’ve ever produced? Why?
12KEYZ:  This is impossible to answer because I am an extremely versatile producer. I have songs in multiple genres and I love each one, so I would be telling you a lie if I said that I love one more than the other.

HYPNOTICASIA: You have written and produced for numerous K-POP artists including SHINee, Super Junior, Lee Hyori and more. What would you say is the difference of writing for the American music market versus the Korean music market?
12KEYZ:  Interestingly enough, even though the markets are quite different, the process is exactly the same when creating music for K-pop artists and American artists. There is only one objective: to create something hot.

HYPNOTICASIA: What’s the process like to fully produce and write a hit song?
12KEYZ:  With being a music lover, I just set out to create something dope, using the same methods that have worked for me throughout my career. I work to ensure that each time around, I bring the same elements of musical integrity that I’ve brought in the past. I won’t put my name on anything that I feel is sub par.

HYPNOTICASIA: What is your daily schedule like?
12KEYZ:  I’m usually working while others are fast asleep and sleeping while others are working, which is quite common in the music industry. I tend to use the day to take care of my errands, go to the gym etc. and then leave the night open to being creative and working on my music.

HYPNOTICASIA: For someone who hasn’t heard your music yet, what would you say your genre is?
12KEYZ:  People who know me well, know that I don’t produce in one particular genre of music. I grew up listening to a variety of music, and have a love for many artists that span over many different genres, so at the end of my career I hope to be known as a producer who was boundless, just like my love for music.  My center is music theory so regardless of what genre I produce, it’s technically the same. The only difference is understanding the elements of each genre and making something interesting and tasteful each time.

HYPNOTICASIA: What would you say makes your music unique?
12KEYZ:  The music of today tends to be very formulaic and that goes for all music regardless of the region. I like to make music that feels good to me channeling the great musicians that I’ve studied such as Stevie Wonder, Earth Wind & Fire, Radiohead, Nirvana, Lewis Taylor, Metallica, Dr. Dre, Jeff Buckley, the 90’s hip-hop and R&B era and so many more. I’ve learned over the years that with only 12 notes to play around with, nobody is going to do anything brand new when it comes to chords and melodies, everything has been done before. The trick is, that not everyone does things in the same way. This is what I work hard and strive to do each time I create a new song – be different.

HYPNOTICASIA: Is there an artist you’d like to work with that you haven’t already?
12KEYZ:  Stevie Wonder is who I learned everything from. He was the only artist growing up that would catch my ear each and every time. Every single song of his is a music lesson. I’d love to work with him or even just sit down and have a conversation with him to see what makes him tick.

HYPNOTICASIA: If you weren’t working in the music industry, what would you be doing instead?
12KEYZ:  I always wanted to design cars as a kid and I still do. I really have a passion for the automotive industry. After that, I think I’d be a chef, I’m all over the place.

HYPNOTICASIA: If you could give advice to an up and coming producer, what would it be?
12KEYZ:  The music industry is a hard business to get into and succeed in so you have to be willing to sacrifice and work hard. There will be times where it may seem impossible but you can never give up on your vision.  Perseverance is key.  

HYPNOTICASIA: What’s the best song to sing in the shower?
12KEYZ: Gangnam Style, of course

HYPNOTICASIA: Who is your current celebrity crush?
12KEYZ:  Hmm I don’t really have any celebrity crushes but if I had to choose I’d say Jennifer Lawrence and Kate Upton.

HYPNOTICASIA: What types of songs are on your playlist right now?
12KEYZ:  All of my songs are there but I like to listen to Pandora because I can type in an artist and it will play that artist’s music as well as other artist’s that are similar. I’ve been listening to Steely Dan and Michael McDonald streams on Pandora lately.

HYPNOTICASIA: The first thing I do when I wake up is…
12KEYZ:  Where’s my iPhone WHERE’S MY IPHONE!….its usually somewhere on my bed

HYPNOTICASIA: The last thing I do before I sleep is…
12KEYZ:  Go online and Google random things or check up on sports.

HYPNOTICASIA: My most prized possession is…
12KEYZ:  My laptop. That holds all my gems. I have a back up of course

HYPNOTICASIA: The best way to cheer me up when I’m down is…
12KEYZ:  I don’t get down. I’m living my dream in New York City and doing what I love. I’m always happy and thankful that I’m in this position.

Be sure to follow him through his social media –

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