A. CHAL (born Alejandro Chal) isn’t just another Latinx artist. The self-proclaimed “intentional” Peruvian-born singer-songwriter has been breaking the mold of what it means to be a Latinx artist in today’s market. From sonic experimentation with rhythms and beats to Spanglish bops, the soulful musician intertwines and bends different genres in such a seamless way that it’s almost as though he created a personalized genre of his own — for the better.
His exquisite art is proof that Latin music has evolved melodically and continues to have a promising future of evolution ahead. His genre-fusing music is here to stay, and it’ll be impossible for you to ignore his presence this year with what he has in store for the music industry.
“I think the Internet is responsible for all media evolving. Being that there’s such a big Latino population. Going on YouTube…not just musically, but on a business level…it’s kind of pushed people to pay more attention to Latin music and the Latin audience,” he says in response to how Latin music has evolved throughout the years. “I do see a lot of people forcing Latin songs just because they want to get that audience because the Latin population is so big in the world. Being a person that grew up Latino, who grew up here in the States [and] having to go through obstacles just being Latino in a non-Latin environment here and there. My perspective is a little different. I feel like I’m one of the people to do the music that they really want to do. Not letting that dictate a marketing ploy. “
Chal last released hist six-track EP EXOTIGAZ last December, which was the first official project under Epic Records after inking a deal with the label early last year. He previously unveiled Welcome to Gazi (2016) and On Gaz (2017) when he was on the independent circuit, and went on to garner much attention when he dropped the “Love N Hennessy” remix featuring Nicky Jam and 2 Chainz.
As much as Latin music has evolved, he individually has transformed as a creative just as much since the genesis of his journey as an independent artist. Now, he’s in the midst of making a full album under Epic, bringing his idiosyncratic perspective and growth to bore a new project.
“I’m always trying to push myself to do something that I haven’t done before. I tried to grasp where things are uncomfortable for me. I feel like that's where you get to grow up. You know you can also do that and get lost in that and become not relatable to people,” he admits when discussing his music-making process for the next set. “But I’ve been trying to push myself in a way that I’m still talking to the masses more. Me doing stuff over Latin rhythms. I think this project is going to encompass everything that I’ve been doing from alternative R&B to the harder stuff to the Latin stuff we’re doing now. I think it’s going to be put all together and I don’t think anyone has ever heard that before, especially from a Spanish artist.”
Upon the release of his new music video for "000000" today, A. CHAL talks about the visual's striking imagery, his upcoming album in-depth and how he thinks his approach will change the Latin market in a distinct way.
The video for "000000" is out today. I have to say I saw it, and I think it’s amazing! Tell us a little bit about it from your perspective.
A. CHAL: So I did the video with my boy Max Vatblé, who did “Round Whippin.” I did a video with him in the past, and I really liked his style of shooting. It’s very clean, and he put together a story of a relationship that is a metaphor to the flowers and the snakes. It’s the relationship…it starts out really pretty and dies pretty fast. You see the couple, which is me and this actress, [and] the camera is going around us, just like around the flowers. You’ll see us going from really active to really dead because we’re over it. It’s a bit surprising for people who might be familiar with me because "000000" is like a Latin rhythm song, so to see a video like this was a good opportunity to do something different for that beat.
Speaking of the song, you recently posted a video of yourself with Swizz as "000000" plays in the background to your Instagram account. Can we say that you two are working together for the upcoming album? Maybe a "000000" remix? What was that studio session like?
You can definitely expect music coming from me and Swizz for multiple projects. Swizz has been a really good supporting system. We’ve stayed in touch, but we are working on something pretty crazy…"000000" remix probably coming soon.
Leaning into the future with the upcoming release of your album. A little birdie told me that you said it’s going to be “one of the best albums of all-time” that you've created. What makes it so?
With the last two projects, I put [them] out faster because I was just trying to put music out. This one, I got to take my time and really be present with where I’m at as a person and where I’m at in my career….where I’m at with money….how far I've come. And just try to have fun with music and experiment how I did when I first starting making music.
Will we get more of your narrative on this next record?
This one…the narrative is a little more on relationships than my last ones, but I can still talk about myself with relationships. I think part of being myself is being open to what I choose as music, my style, my performance, my beats. I’ve always kind of been known to be mysterious. I’ve always had that — not because I chose to be that, but that’s just my personality. Being more present and not trying to steer away too far….a little more into who I am.
When can we expect the album to come out?
It’s definitely an album when the sun is out and when there’s love in the air.
So is it safe to say, we can maybe expect it to come out sooner than later?
Definitely.
I love that your music is a mix of Spanglish tunes. When you first started out, how did you decide you wanted to mix both Spanish and English verses into your music? We’re starting to see that more and more lately, but a lot of times, Latin artists dive into the space with songs solely in Spanish. Or if they do a song in English, they’ll do it solely in English with a few exceptions like collaborations ("I Like It" and "Taki Taki"). What made you decide on this creative decision?
It was effortless for me. When I did it, I didn’t think like, “Oh shit, I’m doing it in Spanglish.’ I was just doing it! I would try to do it fully in English and my brother would be like, ‘You should just keep the Spanglish.’ And from there, I was like no one is really doing that in this style. Now, there’s more artists that are doing that. I think this album …no cap, but I think people try to do the kind of shit that I’ve done and I get everyone is inspired by each other. But I see them going back and forth between Spanish and English, but I think regardless if they do that, the music where I’m taking it musically... [It’s] beyond just R&B or Reggaeton, like where I’m taking it. I don’t think anyone else can take that. You know, I think on this album, you’ll really see that. It's rhythmic, but it’s alternative, but it’s soulful and mostly, just trying to experiment. A few people that I got on there. I think [they] are incredible talent and also poppin’.
Latin music has always been so prominent, but now, more than ever, I think it’s finally getting the recognition it deserves. How do you think Latin music has evolved?
I think it’s important to represent individuality. Sometimes I think people only see individuality in certain parts of the world. They haven’t seen individuality like that yet in the Latin market. I think Bad Bunny is an example of somebody who is starting to push that just by the way he dresses. But there’s so much to go.. a long way to go.
Any artists you’re dying to work with in the future?
Any artist who has a lot of individuality. A lot of artists who I like right now that has a lot of individuality and again speaks Spanish, but is considered a Latin artist is Rosalía. I’m a big fan of Swae Lee too. Swae Lee, to me, I don’t know what you can say he is, but his melodies are amazing and sort of run any music he wants and be himself.
In the spirit of artists coming together for something grand, you are performing at Lollapalooza Chile this weekend. What’s it like to hit the stage at a major festival years after on the independent circuit?
The energy is priceless. I’m really focused on putting together a really good show. This show for Lollapalooza is kind of a moment to see everything that I’ve been working on. I’m trying to put everything on a new level — the show as well. This is the first time I’m performing with a four-piece band, and yeah, it should be new. I’ve never done this before. It’s crazy! I did a little pop up in Hollywood the other night… an unannounced show to test it and it went really good. Just excited to go on stage!
And lastly, what do you hope fans take away from your music?
The main thing is individuality — be yourself, which means love yourself. I want people to take away love from my music and feel. I like when people have those moments when they connect with themselves emotionally... I like those moments of connection when you get goosebumps. I like goosebump moments, so those are the moments I want to give people.
Follow me on Twitter @champagnelali.
