ALOK'S IMPACT ON MUSIC & THE WORLD

BY IRVIN RIVERA

PHOTOGRAPHER: IRVIN RIVERA, FASHION STYLING: ANDREW PHILIP NGUYEN, GROOMING: JOSEPH ADIVARI, PRODUCER: JESSE ZAPATERO, LOCATION: GM STUDIO DTLA

ALOK is electrifying the global dance music scene with a name that resonates profoundly. Known for his dynamic SHOWS and innovative tracks, Alok has seamlessly blended his Brazilian roots with international sounds, creating a unique tapestry that captivates audiences worldwide.

In this exclusive interview, Alok shares the secrets behind his creative process and the inspirations that drive his chart-topping hits.

"Touring and traveling can be tiring and draining, so it’s good to have those moments with my family,"

he reveals, highlighting the importance of balance in his hectic life. He also credits the adrenaline of his travels for sparking creativity, saying, "Producing and working are things that recharge my energy."

Alok's journey is not just about music but also about making a meaningful impact. His collaborations with artists like John Legend and Jason Derulo have taught him the art of blending different strengths to create something truly new. Reflecting on his work with indigenous communities, Alok explains, "Music is an important tool for communication and the preservation of indigenous culture." His dedication to social and environmental causes is evident through his Instituto Alok, which has donated over $10 million to various projects. Alok's passion for music and philanthropy shines through every beat, as he continues to push the boundaries of the electronic music scene while staying true to his mission of uplifting voices and promoting sustainability.

Hi Alok. Thank you for your time. How are you? With such a busy schedule, how do you relax and recharge?

Thank you! In my free time I love to spend time with my family. Touring and traveling can be tiring and draining so it’s good to have those moments with my family. Incredibly enough, producing and working are things that recharge my energy. It is during travels, in the midst of a tour, that my creativity seems to become more evident; perhaps it has to do with the adrenaline. I think that's why I'm always involved in many projects, as it challenges me. Another thing that relaxes me is working out, which has even helped me recover from jet lag. Sometimes, between flight connections, I do some weightlifting sets.

What is a typical day in the studio like for you when working on new music?

Every day is a little different. I have a freewheeling approach and I like to explore many different approaches, so it varies based upon what I’m working on. The dynamics within the studio vary from project to project, and from team to team, but generally, it involves exchanging knowledge and technique. Many of the songs I release are not always recent projects. Sometimes, I work on a track and leave it on standby for years before returning to it, reworking it, and then deciding to release it.

As the only Brazilian in the 'Billboard Dance 100', how do you see your role in shaping the global dance music scene?

I’m very proud of my Brazilian roots and my origin in the Brazilian dance music scene. I hope to continue to push forward our scene and sounds so that our music can be appreciated by everyone around the world. The most interesting thing about this is seeing that the electronic music scene in Latin America has been getting stronger every year. In Brazil, the demand for electronic music has raised the audience's expectations. Today, we have festivals dedicated to electronic music, all with sold out crowds. Even events that are not specifically electronic include artists from the scene in their lineups. Soon, we will have other Brazilian and Latin artists on the list as well.

Your track 'Deep Down' topped the Billboard Dance charts in the U.S. What inspired the creation of this hit, and how does it reflect your current musical direction?

I was really inspired by my love for pop music and the opportunity to work with such a strong artist such as Ella Eyre who is an amazing songwriter. Her love of dance music made the collaboration a smooth process. ‘Deep Down’ reflects my current musical direction because I’m currently looking to release music with the same Summer vibes while collaborating with more great artists. I don't necessarily make music to become hits or enter the charts. If that happens, great, but it's not the primary goal. First, I need to be true to what I believe artistically and to the path I've been following in music, which is always changing. The Alok you see performing today is not the same as five years ago.

Working with artists like John Legend and Jason Derulo must be exhilarating. Can you share what these collaborations have taught you about music and creativity?

I would say that it taught me how to find the balance in my collaborations. Sometimes it can get complicated, but finding the balance of getting the perfect blend of each artist’s strengths is something I’ve been learning over the years. I like to think that in these exchanges with the artists I collaborate with, and in the attempts and blends of their style with mine, we manage to create something new. Even when we revisit a song and bring it into a sample, we manage to give it a different look, and a new interpretation happens. I recall the time I re-recorded a Rolling Stones track, "Living in a Ghost Town." It took at least ten versions until Mick Jagger gave his approval. Then I understood when he sings, "I can't get no satisfaction."

Music often bridges cultures. How do you incorporate your Brazilian heritage into your music to connect with international audiences?

I try to always stay true to my original inspirations from Brazilian music and its sounds and culture. I’ve also been inspired by Brazilian Indigenous Communities and the way they use music to connect and preserve culture. That inspiration and my mission to amplify the voices of indigenous ancestry was a huge part of my new album, “The Future Is Ancestral.” Music has the power to break barriers, even linguistic ones. For instance, with indigenous songs, it's not necessary to understand the native languages to feel the strength of their messages. I navigate through different spaces with different audiences and musical preferences. The important thing is to know who I'm playing for and to establish a connection with them without losing the essence and honesty of my work.

Center Coat: WEISHENG PARIS, RIGHT Shirt: CHARLES & RON

Your performances often incorporate elements of indigenous culture. How do you ensure that these representations are respectful and authentic? What has been the most impactful feedback from these communities regarding your work?

Many of these performances have been about combining the ancestral music and knowledge of the indigenous communities with more modern electronic music. Throughout all of them, I’ve always tried to remain authentic by incorporating the indigenous musicians I collaborate with and centering the message that music is an important tool for communication and the preservation of indigenous culture. It is also a way to show the world that indigenous people are part of the same space and time as the rest of society. The new generations of indigenous artists are interested in contemporary musical aesthetics such as hip hop, pop, and electronic music. Seeing them at the top of the UN building is not only symbolic but also an image loaded with meaning and empowerment. It serves as a reminder to heed the voices of the forests and bring them into the public eye as a key tool for global sustainability.

Your Instituto Alok has donated over $10 million to social and environmental projects. What project are you most proud of, and why?

I think I’m most proud of our partnership with the Global Compact Brazil. Through this partnership, we’ve been able to bring “The Future Is Ancestral” to the United Nations headquarters in 2022 and 2023 along with the Amazon’s Indigenous People to promote the sustainability of the planet and climate initiatives. This is an important project because it has a global responsibility. We are not just talking about the preservation of Brazil, but about ancestral wisdom and knowledge that benefit humanity. However, I also have local projects that I am very proud of, such as bringing clean water to some areas in the Brazilian Northeast; the task force we are conducting in Rio Grande do Sul (due to the worst floods in 80 years); promoting educational centers in partnership with the Vini Jr. Institute (Brazilian soccer player); actions against child labor in India; and the renovation and refurbishment of villages in Africa.

From nearly fatal plane crashes to fatherhood, how have your life experiences shaped your view on your music and your life’s purpose?

A lot of my experiences have led me to pursue a life where I can help others and try to make an impact on the world whether it’s putting on a good show for different audiences or my philanthropic work. Becoming a father was certainly the most extraordinary and precious event life has given me. My children have given my life more meaning, and with them, I am constantly learning how to be a father and also how to be a son, because they have helped me to better understand my own parents.

Can you discuss your involvement in the gaming world, particularly your character in 'Free Fire'? How does this complement your music career?

I’ve had a great partnership with “Free Fire” and when creating my character in the game, I wanted my power to be healing other characters which was inspired by my experience with indigenous communities of the Amazon. This has greatly impacted my career and I even used the funds earned from the character to create the Instituto Alok. The character Alok is a best-seller in the Free Fire game. Last year, it received an update with the help of a group of indigenous people who participated in a workshop to develop the graphics for Alok's outfit. It was a way to unite ancestry, technology, and creativity. Earlier, in 2019, Garena asked me what superpower I would choose for my avatar in Free Fire. I chose to heal people, and this became a success with tremendous sales of the character. I received an amount far beyond my expectations and used it entirely to create the Alok Institute. Since then, I have become increasingly involved in the gaming world and created my own championship, GameChanger, which is held annually in Brazil. The goal is to give visibility to talents, players, and professionals through various tournaments, and to promote representation by reserving spots for female and indigenous teams.

Performing on the rooftop of the UN Headquarters must have been memorable. Can you share what that experience meant to you personally and professionally?

The experience meant a lot for me and especially to share the moment alongside indigenous musicians. I’m very proud that we were able to bring the mission of “The Future Is Ancestral” project to such a global stage. But it wouldn't make sense to participate in a climate debate forum without indigenous people. So, the Alok Institute organized to bring them, and this has happened for two consecutive years. We are already organizing to make it happen again this year. We not only gave speeches but also performed, presenting a beautiful performance with the chants of indigenous peoples. Listening to their music is a way to amplify their voices.

You’ve explored numerous genres. What’s the next sound you’re excited to experiment with? What trends do you currently see in the dance music industry, and how are you responding to them?

I’m not set on a particular sound or genre at the moment. I’m just going to where my creativity takes me.

With one of the largest social media followings as a DJ, how do you handle the pressures that come with such visibility?

I’m blessed enough to have such a great support system with my family and team who help me handle everything. The people with me who are behind the scenes are highly great individuals who make everything happen! Of course, with a large audience, I also need to take responsibility for the content I publish. I have a team to collaborate on how best to communicate on social media about the projects I'm involved in, new work, show schedules, and even aspects of my family life and daily routine. We challenge ourselves to explore new paths and find different ways to convey my message.

Can you share a memorable moment with a fan that has deeply affected you?

I can’t pinpoint a specific fan interaction, however, performing in front of a million people in Brazil will always be special to me. Feeling the energy from the crowd and seeing everyone enjoy my performances has deeply affected me and is the reason I’m grateful for what I do. My audience is very diverse in terms of age range; I have fans from 8 to 80 years old in my dressing room. Once, a lady came to my show with her grandchildren, and initially, I thought, "Okay, maybe they brought their grandmother out." But it was the opposite; she had invited her grandchildren to join her at the show, and she knew the songs, and danced along—I thought it was amazing.

How did your early experiences in Brazil influence your musical career?

I would say I was initially influenced and inspired by parents who were pioneers of the psytrance scene in Brazil and South America. It was because of them that I believed I could be a musician.

Brazil is a geographically huge country with cultural diversity that is reflected in its music. I perform shows from north to south and flirt with regional styles in the places where I perform. For example, during São João, one of the most important festivals in northeastern Brazil, I incorporated forró into my repertoire. At the same time, I travel the world and absorb influences from places like Ibiza, China, Mexico, Amsterdam, Berlin, Tokyo, Oslo, Toronto, and NYC. Everything becomes an experience and knowledge that is reflected in my creative process.

You perform about 320 shows a year globally. How do you prepare for the demands of touring?

It really helps that I have such a great team behind me who help me deal with all the pressures of touring. My team all believes in our journey and goals and that makes all the difference. It requires complex logistical planning, I admit. Many times I perform in two cities on the same night, so all scheduling must be managed in order to manage the agenda.

Music events can be resource-intensive. What steps are you taking to make your tours more sustainable?

I just try to always stay true to the ideals of "The Future is Ancestral" and realize the importance of connecting with and preserving in our lives. The Alok Institute is also working to advance the UN Sustainable Goals for 2030.

I seek to establish partnerships with brands and companies that are environmentally responsible and help us in this challenge. In Brazil, for example, I did a tour where we managed to offset all CO2 emissions.

Having reached a pinnacle in your career, how do you mentor or support upcoming artists?

I always try to support upcoming artists and I love to by always being to collaborations and forging relationships with different artists. When collaborating with them, I try to give them space to voice opinions and allow our sounds to interact freely. This has seemed to be a benefit not only to me, but them as well.

You’ve performed with indigenous artists and highlighted their cultures. How do you ensure these collaborations are respectful and authentic?

For me it’s always about making sure that I’m respecting indigenous knowledge and culture. This has been done through authentic collaboration in the music I create with them. “The Future Is Ancestral” album involved over 50 indigenous musicians. On top of that, I always try to make sure these collaborations are a benefit to their community. For the album, all the profits are going to the Indigenous artists who co-created the project. "The Future is Ancestral" is not a product but a project, a movement with various aspects, and the album is one of them. It is an invitation to everyone to reimagine their thinking.

How do you see your music evolving in the next five years?

I’m not quite sure how my music will evolve in the next five years. It’s always been about the journey and not sticking to a certain sound or style, so I’m very excited to see what I’ll be creating five years from now. Today, the entertainment industry moves at an astonishing speed. However, something I believe in and have observed is the increasing presence of large music festivals featuring diverse genres and experiences for the audience, rather than just individual artist shows. I also believe in greater diversity between musical styles and artists.

Who are your musical heroes, and how have they influenced your sound?

As far as musical heroes, I’ll mention my parents once again. It was such a privilege that they were DJs when I was growing up and that greatly included my early style and made me passionate about music.

What legacy do you hope to leave both as an artist and a philanthropist? How do you wanna be remembered as?

Ultimately, I just want to make the world a better place whether it’s through my music or philanthropic work. I hope I’m remembered as someone who uplifted other people’s voices and made the world dance. There's something I always reflect on, which is the question: "What kind of world are we leaving for our children?" I prefer to invert this question and think about what kind of children we are leaving for the world. Therefore, I hope that my art and my actions as a citizen contribute to building a more egalitarian, just, and tolerant future. I hope our children learn to build more bridges than walls.

What advice would you give to young artists starting out in the industry today?

I would say to stay true to yourself and whatever music you want to create. Don’t box yourself into a certain genre or a certain sound just because it’s popular. Your passion and creativity will guide you in the right direction. Above all, be curious and open to what is different and new. To define our own style, to have a personality in what we do, we need to explore what is being produced. I am not only interested in electronic music but also in pop, hip hop, reggaeton, rock, classical music, ancestral music, internet memes, world events, and I incorporate these influences into my artistic style and personality. Last year, at Tomorrowland in Belgium, I played with "Attenzione Pickpocket" and turned it into a remix.