This month, our cover is with EDM DJ/Producer Alok who has over 20 million monthly listeners on Spotify, over 26 million fans and is the most listened to Brazilian artist in the world! He is also the 4th Best DJ in the world via DJ Mag's Top 100 in 2021. Known as one of the most influential Brazilian artists of all time, he has worked with a number of icons in creating great music from John Legend, The Rolling Stones, Dua Lipa and more. He previously shared his 9PLAYLIST with us in our MAR ISSUE #75.
We talked about his passion for music, how he approaches it, his latest single DEEP DOWN which is #1 on Billboard here in the US, how he collaborated with Ella Eyre, Kenny Dope and Never Dull, his recent performance and panel discussion here in NY where he kicked off Climate Change Week as well as his intitiative with The Future is Ancestral, his work with indigenous people and their communities and the power of making the world a better place!
ATHLEISURE MAG: When did you realize that you loved music?
ALOK: I think it was when my grandma would sing me songs so that I could go to sleep. So, I think it probably started from that. But I would also say that I never had any doubts about me and music.
AM: When did you realize that you wanted to be a DJ/producer?
A: Well that’s actually, my parents were DJs right? It’s kind of a very direct inspiration you know what I mean because honestly watching them performing at parties and stuff and also the ecosystem that they worked in for the festivals and parties – it’s kind of like I got very inspired by that and also the whole lifestyle. For many people, that kind of wasn’t a career to be a DJ. Sometimes, it was weird when I went to school and they asked what did my parents do and I was like, “oh they’re DJs” and people did not understand at all. It’s also like, they kind of didn’t want me to be a DJ to be honest! They wanted me to be able to go to university, but you know I’m a dad now guys and I understood that your kids will not do anything that you tell them to. But they will do exactly what you do! So how can they tell me to not be a DJ when they’re performing everywhere and I was always with them because they had no one to leave me with.
So me and my brother, we started to play at night, but at 12, I would say that we were professional. We started to do our own songs and we started to get our first fees. So 12 years old, we started our career.
AM: That’s a great story! How do you define the Alok sound?
A: I would say that I am a free spirit you know? In my life, I always tried to define my sound. When I was doing psytrance for 7 years, people said that it wasn’t psytrance and that it was kind of house trance. When I started to do house, people said that it wasn’t house – it was kind of whatever. Then I started to say that this was techno and people said, that this was not techno.
So, I said that I created Brazilian Base and they were like, ok this is Brazilian Base and it started to work well. It was that collective mindset where it was like, ok this is Brazilian Base. But at some moment, I didn’t want to be stuck myself to only one kind of style because it’s kind of a prison you know? I feel that my creativity does not fit into one place only. So, it’s like I can do whatever I want to do. Of course, you’ll still feel and kind of understand my signature there and there will be something that you will be able to relate, but definitely it’s not going to stick to one kind of style.
AM: When you’re creating, how do you stay inspired and how do you approach creating your music?
A: It really depends, every music has a different kind of inspiration and where it comes from. For example, sometimes I’m traveling and it inspires me you know? Looking at the ocean or nature inspires me. But also, when I am leaving a process in my life. For example, I was 3 months in Europe so that whole process to be there, inspired me to do songs that relate to the culture. When I’m back in Brazil, for example, I start to create the music based on what’s going on over here to understand specifically the markets because I do not believe that all the time you can create one formula that can work everywhere. It’s hard, but what I do, for example, is that there are songs that I do that perform well in Romania and Poland. So we start to promote over there, but it doesn’t happen really in other parts of Europe and there were songs of mine that went huge in Europe, huge in Mexico and Brazil, but never got across the US. So it’s really about understanding where I am and where I want to be and I am very happy actually that this is the first song, DEEP DOWN that I got #1 on Billboard in the US. But for example in Brazil, it’s not working haha!
AM: OMG what? First of all, I love that song. I love Crystal Waters and love Gypsy Woman so when I heard it, I knew that it was going to be amazing! The fact that it is #1 on Billboard congratulations. Tell me how this song came together with you and Ella Eyre, Kenny Dope and Never Dull. What was it like to put this collaboration together and to be part of it.
A: I feel that this song, if you go to the credits on Spotify, you can see how many people are involved. I think that it’s going to beat the world record of the most people involved in one song! Why? Because as you said, Crystal Waters, there’s also Chicago Hills, and Ella Eyre, she was writing a song which was very similar to Chicago Hills so we said it’s got to be a new version of it. Then I was doing this version with her and suddenly, Never Dull released the mashup on Tiktok between those 3 songs but in the very old school style, I think it was 20 seconds of audio and it became huge on Tiktok. But he didn't have the license for it and it was only kind of a mashup on Tiktok. So I got the idea and I was like, “this is a very good idea” to mix those two classics. So that’s what I did and when I did it, I finished it and I invited Never to be on one of the songs because he inspired me with the idea and also Kenny Dope he had all the rights for the song and it was a lot of teamwork. To be honest, the most hard process of it all was the office. It was the background of how to make the deal work and I was in the creative process and I was ready for a long time already!
AM: You have had such a busy summer! You played in Hï Ibiza in the Main Room and you had your summer residency and you were just at Tomorrowland. What does it mean to you to be able to show your art and creativity to so many people across so many different platforms?
A: The first question you asked me was when did you realize that I loved music. I feel that the music has something that accesses your emotion and it can be like emotionally healing and it can be something where you kind of forget your problems. It reminds you of some memories and some great new memories so to be there, I really feel that I am kind of serving people. I don’t know how their life is going what there issues are or problems – I don’t know. But in that moment, I want them to have their best time of their lives.
That’s kind of the reason why I want to be connected to them when I do the DJ set. That’s why when I am doing the DJ set in Europe, I want to play what brings the energy up. But if I play the same set in the US, it wouldn’t work. If I do the same set in Brazil, it also wouldn’t work. So it’s kind of like I’m respecting the place where I’m at. But it’s a very good feeling when I see people say, “hey this is the best night of my life,” and I say, “how old are you?” They say 50 and I say,”are you kidding me?” The best night in your life? You’re 50, there are so many nights that you've had. But that's the power of the music. It’s not mine it’s just the power of the music. I’m very grateful to be able to spread this around the world.
AM: We just saw your set at Rock in Rio which looked amazing. It was great to see all of the performances that you did as well as seeing that there was a gaming aspect to this festival. Dua Lipa and Megan Thee Stallion were also performing. Can you tell me more about what this festival is and why you wanted to be part of it?
A: This is by far, the biggest festival that we have in Brazil at the International level. We have all of those huge names and of course we have Lollapalooza which is very big. But Rock in Rio, is something that is kind of our own brand. So we feel very proud of it because it’s a local and national festival that has an international component to it as well. It’s probably one of the few ones that can bring all those huge international acts and for me, it’s very important!
In Brazil, 93% of the songs that we listen to are actually local songs. Only 7% are the international ones. Where I am competing with Harry Styles, Adele and all of these people. I’m there in that 7% because my songs are in English and I have this kind of English career right? If you go to the Top 50 on Spotify in Brazil, you won’t see any of the US in there, it’s all just local.
The point is, for me to be there it’s a very important moment for me to position myself of course between all of those huge acts and to show that – it’s kind of like a special moment for me to be there. Everyone that does a show at Rock in Rio is a unique experience that they cannot do anywhere else. So it’s important for me to create this awareness around what we have been doing. It’s also a statement on what’s next.
AM: Your shows have such high energy. Do you have any routines that you do hours before your performance and then are there things that you do after the performance so that you can come down after completing?
A: No, ha ha. It’s funny, in the past I would get very nervous before the show and that’s kind of a sabotage you know? You get too nervous, you lose control of it. So the same feeling that you have when you’re nervous, you also have when you’re excited. It’s the same butterfly in your stomach – excitement or nervousness. I just kind of switch and change the key so that every time I start to feel this nervous energy, I say, “no no this is excitement.” I am excited to be there. I have worked so much to be there that I will go there and I will do my best. I was in Brazil and the reporter was asking me what was going on for the show. I told her that she show has started and she asked me if I had to go right now and I said, “no I still have 10 seconds it’s fine.” They were all shocked because people said that I was too relaxed for the show!
AM: Ok, I’m going to have to remember that. I know at various points when I’m working on something or doing something, I get anxious feelings and I have that “holy shit” moment. But I’m going to think about turning that key to know that what I’m actually feeling is excitement and that is what I am going to tell myself.
A: Yeah. It is actually the same feeling.
AM: When you said it, I know that I know that and it’s a smart thing.
You have a collab coming out next month on Oct 7th. What can you tell us about this?
A: So it’s a collaboration with Ellie Goulding and Sigala. It’s a song that I have been working on for awhile. I think that this one has 30 versions. I’m a big fan. I started it with Ellie and in the middle of the process, I felt that it could connect well with the melody of Enjoy the Silence from Depeche Mode. I did a test and it actually fit very well. So we got the sample of Depeche Mode's Enjoy the Silence and mixed it together with the Ellie Goulding song that she wrote and again, it was a mashup. I’m very excited about this one. I think that it’s going to be very interesting.
AM: We can’t wait to hear this as well!
I know that you were just here in NY at the United Nations over the weekend kicking off NY’s Climate Change Week with The Future is Ancestral Event where you performed on the rooftop of the UN Building as well as partnering with your institute and the UN Global Compact Brazil for urgency to recognize Indigenous People Globally and their importance of the Future of Climate Change. Can you tell me more about what this was for you?
A: Ha you said everything!
AM: Yes, I’m that good!
A: Basically, last year I asked myself, where was the future? And the answer came to me. The future is ancestral. I started to work on an album that was inspired by indigenous roots with the indigenous. I did 12 different tribes. But my connection with them started 9 years ago when I was looking for inspiration in my life. I went on a very long journey. I went 13 hours on the road, I don’t know how many hours on a flight and then 9 hours on a very very small boat and I got suddenly to the Yawanawa tribe and I realized that I was in the heart of the Amazon. I had no option but to live in the culture and at that moment, I started to change my whole perspective about my career level, my spiritual level and also the way that we deal with nature. I also realized that there’s so much about culture and there are various failures and goals.
I felt that last year, we’re always talking about how can we protect the forest, but we are also very disconnected with it. I think that the best way to do this is to listen to what the forest has to say. A good way to do this is through indigenous songs because it’s kind of like they are translating that. I found that the music could amplify their voices. So actually, this project is a very important project of my career. That’s because it’s not about me, it’s about how we can get their voices out there through this collaboration. So I was there and of course at the UN we talked about all the topics among Climate Change and global warming. It wouldn’t make sense not to have the indigenous there and we brought them via the Alok Institute along with the UN Global Compact and we joined forces. And I also did a performance there when we were on the rooftop. So, it was a very interesting environment.
AM: That’s amazing and you also committed to support the Ancestors of the Future fund which benefits the Brazilian Indigenous communities. What can you tell me about this fund?
A: I realized that I’m 31 years old, a white man, I have a lot of privilege and I had access to school, university and everything. I realized that everything that I had learned was wrong. Why? Because they never had the opportunity to tell their story. They also don’t write so everything in the culture is done orally. So it’s kind of like, how can we change this collective mindset about the indigenous and I feel that entertainment is a very good instrument that we can do this through the music, the venue, the Web3 and the cinema. But giving them the protagonists the ability to tell their story with their point of view and so we can learn it properly. Also, what we learn in school is based on a European colonizer point of view. I feel that this will help them to be the protagonist through all of this entertainment stuff and also we have in the second path, technology. So getting good technology to help them preserve the forest – very nice drones, sophisticated tools so that they can instantly integrate and communicate what they wish to say in order to share it with the world.
I was asking myself about the future and we always think about it in an apocalyptic way. Like there are neon cars, there aren't forests any more and there are flying cars or whatever. What is the future like for the indigenous in small boats, in the middle of the Amazon where you can just take a sophisticated phone and scan the birds, you can see the borders of where they are with the scientific points and they are searching for healing with humanity. It’s kind of like, how can we change this mindset of this apocalyptic future? I think that this project is really about bringing consciousness. It’s more than just music you know?
AM: What is the Alok Institute and why did you want to create it?
A: If you asked me 9 years ago if I believed in philanthropy, I would say no. I would have said, why don’t you buy a Ferrari and just be happy. I didn’t have this kind of perspective on philanthropy. But at one point in my life, I had everything that people told me was a success. I had money, I had popularity, I had cars, my partner whatever and I suddenly realized that I was feeling a huge emptiness inside of myself. For me, life had no reasoning anymore. There had to be something else for why we are here.
So first, I went to the indigenous tribe which I told you and it was a very game changing experience. Then after, I went to Chokwé in Mozambique. We had a project where we had 300 kids and I remember that there was a lady there and I think that she was 80 years old and she was blind in both of her eyes. That woman told me that she was praying to God to send someone to help. I told the translator to tell her that God didn’t exist because if he did, there wouldn’t be so much poverty and that he had abandoned her. The translator told me her answer and it changed my whole life! The lady said, “no, no, I’m very connected and I’m praying for him and I can feel it.” So at that moment I realized I was the biggest miserable person there. I had everything and I was complaining about God's existence when she lives in that existence and she was still connected to the divine. She was way more connected then I was. I realized that God never abandoned her. What abandoned her was us, you see the stories of what took place in Africa, we abandoned them and at that moment I realized that I couldn’t abandon the situation any more. Of course, I can’t change the world, but I can change their world. So I started there. We have 20,000 kids there. Oh and I sent her to the hospital and she had cataracts so it was easy to help her. So one year later, she met me personally and saw me and it was a very interesting moment that we had. She finally looked at me.
I realized that my life could only have real meaning if I use my success for philanthropy as well. It’s about making this world a better place, it’s not about me it’s about a big movement that already exists. I was in a depressive mind and I was only thinking about the negative points. I remember I was feeling sick once and I took this antibiotic and the next day, I woke up better and I looked at this medicine and I said, “who created this?” I remember that there were a lot of people that were working hard so that this world is better today and so that we can have a better life. I want to be part of this movement. It’s really about giving meaning to my life.
So the Alok Institute developed after a few years through a lot of money that came through a collaboration that I did with the game, Free Fire. It’s the most downloaded game. And when they asked me what super power that I would like to have, I asked if it was possible to heal people? They asked me if I was sure and I said yes. I was doing music to be on the top charts and yet I was also doing it to use music as a way to heal. Then the Free Fire team gave my character the ability to do this and my character became the top selling one not because of me but because of the super power that actually created a whole new dynamic of the game. So I wanted to heal inside and outside of the game. So I donated 100% of my royalties, to charities around the world. If I could, I would have brought most of it to Brazil because we really need it here, but I also had to bring it to other countries. There was a country that I couldn’t bring in – South Africa because the players there weren’t buying and I convinced them to do it. I convinced them and that was 6 million there.
The Institute came because I really felt that with this amount of money, I needed a structure that had this brain that could think about the best solutions with the money. Because I was only doing it from the heart and there wasn’t any kind of strategy and we needed the Alok Institute to do it in the right way. We are very very very small in terms of employees and I almost don’t spend money to keep it because what we do is co-create together with projects that already exist so when we spend money, it’s not for us. We find the best projects that are going on and we help them to improve. We believe that there are so many amazing projects going on already that they only need that collaboration.
AM: In researching you, speaking with you today, knowing your impact in music as well as learning more about how you are giving back, what do you want your legacy to be known as musically as well as being a changemaker? What is that fingerprint?
A: First of all, I don’t know how, but in the future, the same way that I looked at the antibiotic – where there were a lot of people working hard to make the world a better place – there wasn’t just one person doing that. It was part of a movement. I don’t know who created that antibiotic, but I know it worked.
I don’t want to be reminded with my name, I want someone to remember that a lot of people in the past were part of a movement that made this world a better place. It’s more about giving meaning to my life because I was very afraid of death and what happened after death. But now I know, the right question isn’t what happens after death, the right question is, why are we here? I know that if I don’t do this, I will go back to a very deep depression because this is what drives me. I feel that depression is very hard to explain – it’s like how can I explain to you about something that you have never tried or never tasted? So, the flavor of sugar, but you have never tried sugar – how can I explain that to you? I do feel that people who have depression have a very powerful mind, but it’s just in the wrong direction.
IG @alok
PHOTOGRAPHY CREDITS | FRONT COVER + PG 19 Dave Kotinsky/Getty Images | PG 16,23 + 24 Alisson Demetrio | PG 20 Ozuna Snake | PG 26 Courtesy of Alok | PG 29, 30 + BACK COVER Hudson Renan |
Read the SEP ISSUE #81 of Athleisure Mag and see The Power of Healing | Alok in mag.
