Meet Ieva Berberian | Vocalist, Songwriter and Music Industry Creative

We had the good fortune of connecting with Ieva Berberian and we’ve shared our conversation below.

Hi Ieva, what led you to pursuing a creative path professionally?
I grew up around a family of musicians and artists, so being encouraged to draw, paint and sing enabled me to develop creative skills early on in life. I used art as a tool to express something I could not through words.

As I got older I realized creativity comes in many different forms, and most of the time it is collaborative. The process is not consistently linear and requires patience. As a songwriter, the more I worked with others, the more comfortable I became with sharing my musical ideas. It has become second nature to me, not to say that it is easy all the time, but at least with practice I was able to figure out methods that work best to help me express what I want to express.

I currently work for a music production company which allows me to fill numerous creative roles. Whether it is writing music, looking through a catalog of songs to find the most fitting track for a client, or designing an artwork template that would be compelling, there are always creative problems. I love finding solutions and exploring the various possibilities along the way.

Alright, so let’s move onto what keeps you busy professionally?
I work with several mediums, which I have managed to combine.

Firstly, as a songwriter and vocalist, I’m really excited about an upcoming EP release with my band “Cruisers” alongside writer Danny Torres. We started working together about a year ago, and the first song we wrote together emerged so effortlessly that I think we were both a little shocked. At times songwriting can seem like an obstacle course, but in the right headspace, a song can be written in under an hour. It just happens.

I’ve written music for well over 10 years, and I’ve come to the conclusion that I have to let myself write freely without thinking or overthinking. I let the stream of consciousness take over, or take me someplace else. A lot of what I write lyrically is based on certain memories or life events, yet I avoid being overly specific, since I hope it would allow listeners to relate more. It’s no different than painting a picture, music creates a certain atmosphere and tone, but some space can be left for interpretation.

When it comes to art and design, I started drawing and painting at a young age. I taught myself photoshop because I wanted to manipulate what I had drawn or painted on paper. This continued interest led me to take a graphic design course, and in recent years progressed into the world of video editing and animation. The learning doesn’t ever stop since everything is constantly changing and evolving. I did’t think I would ever be creating templates from scratch and branding entire music catalogs. I have never stopped trying to improve, and that involves taking the initiative to do the research or sign up for a class. Whatever it takes.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There are so many places in and around Los Angeles which I adore. One of my favorites is The Huntington Library, Art Museum and Botanical Gardens. I have spent entire days there. It’s a spot that I find truly peaceful, relaxing, and fairytale-like. If I’ve ever had writers block, this was the perfect place to find inspiration.

Norton Simon Museum and The Getty Center, MOCA and LACMA would also be on the list. I love being around art, I can stare at it for hours, so I would take anyone who was interested in a heartbeat.

Going to the beach and driving down PCH along the coast is also a must. The views and landscapes are breathtaking, especially the sunsets. Venice Canals are nice if you’re going for a long walk around Venice Beach or Abbot Kinney. Gjelina is also a great place for food in the area.

For anyone who loves music or collects records, I would take to Amoeba in Hollywood, they have just recently opened back up in a new location. The Last Bookstore is a magical place too, with gravity defying book displays. Close to the book store, there’s a charcoal ice cream shop called “Little Damage”, which is also fun to try.

I’ve been lucky enough to see a lot of bands play in LA, from music festivals at Exposition Park to smaller intimate spaces like Hotel Cafe, Those have been the most unforgettable experiences for me in the city. LA is full of amazing historic theaters which are worth seeing for their architecture. Even though we haven’t been able to see live music during this time, it would definitely be on my itinerary in the future.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
There are many people who have helped me with my career, and with my personal growth, as mentors, colleagues and friends. LA has a tight knit music community and I feel like we help each other, learn from one another as we discuss or share our experiences. There are many occasions where we need reassurance or advice, and its comforting to talk to creatives who have faced similar challenges. I have friends who have been there for me through the hardest struggles and continue to be there to provide strength and guidance. I can’t thank them enough. I also have endless support from my family, who have believed in my artistic pursuits from day one.

I did want to give a special shoutout to my colleagues James Clarke and Jillian Strong. They are my definition of a solid team. They have helped me realize that what I thought was once impossible is actually within reach.

Website: ievaberberian.com

Instagram: weareieva, cruisers_music

Linkedin: https://www.linkedin.com/in/ieva-berberian

Image Credits
Adam Lasus.