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Alex Ritchie

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:NEXT With Alex Ritchie: The Musical Triple Threat On Her New EP, Drawing Inspiration From Imagine Dragons & More

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The emerging artist, songwriter and producer opens up about her path to success, the release of '404' and more in the premiere episode of :NEXT, the Recording Academy's new digital series on the future of the music industry
Nate Hertweck
GRAMMYs
Oct 28, 2019 - 1:14 pm

Every success story starts somewhere. Los Angeles' Alex Ritchie counts her breakout moment as being asked to perform at a women's rock night at Hollywood's famous Whisky a Go Go after the booking agent heard something special in her rough, homemade recordings on her MySpace page. Over a decade later, Ritchie has worked in a variety of music industry roles with several creative heavyweights, has released her debut EP, 404, and is now the subject of the premier episode of :NEXT, the Recording Academy's new short-run digital series featuring the future of the music industry.

Artist/Songwriter/Producer Alex Ritchie Is :NEXT

The triple-threat artist, songwriter and producer has cultivated her passion for music from joining GRAMMY U, the Recording Academy's music industry college student resource network, to the Recording Academy Los Angeles Chapter's GRAMMYNext program for future music industry leaders, to her return her artist beginnings with the release of her brand new EP earlier this year. But her musical dreams didn't always seem so within reach.

“I’m the only musician in my family, and I came from a family of humble means; so even though I had conviction in what I wanted from a young age, it wasn’t “realistic,” Ritchie said. "I’d seen my parents suffer from the economy crash in 2008 and, realistically speaking, pursuing something like entertainment was so risky. I couldn’t afford to fail. We couldn’t afford to dream like that. BUT I had unrealistic dreams anyway, and after my first gig at the Whisky I knew that was it.”

After her Sunset Strip debut, Ritchie got to work, honing her self-taught skills in the studio, joining GRAMMY U while in New York and, after moving back to L.A., working her way into collaborations with the likes of Harvey Mason Jr., Gizzle, Snipe Young, Keith Hetrick, Steve “Steve B” Baughman, David Kim, and Lee Major, to name a few. Ritchie also became the youngest sitting member on two Recording Academy L.A. Chapter committees, earned a full scholarship from Westlake Studios & Electronic Music Magazine to attend Westlake’s new Crē•8 Music Academy for music production, and built relationshisp and become recognized by mega-brands such as Delta and Fender. 

Working all over the page to develop her blossoming career, Ritchie names her musical influences as, well, everything, noting a specific interest in new music. But one influence that sticks out is GRAMMY-winning pop/rock band Imagine Dragons.

"Imagine Dragons has consistently put forth music that pushed boundaries. They're produced by Alex Da Kid, who's my idol producer," she said. "I really always wanted to marinade my roots from singer/songwriter and '90s rock music to what's going on currently, and I thought they did that perfectly with Evolve. It just made me want to step up my game and  really push boundaries and be super free and creative with any of the music I'm working on."

Ritchie poured this freedom and creativity into her new EP, 404, which dropped in May of 2019 and featured collaborations with up-and-coming talents, including The Wildcardz, Snipe Young, and Australia's Nick De La Hoyde. With a strong foundation from her time in GRAMMY U and a supportive network through GRAMMYNext already in place, Ritchie is ready to share her unique personal background and musical talents with a wider audience. She credits her hard work with the Recording Academy's developmental programs helped her find her voice as an artist, hope as a young person in the music industry and the confidence to step out from behind-the-scenes in pursuit of her artistic dreams.

"To be honest, I really milked the opportunities given through GRAMMY U. It opened so many doors to create relationships with a lot of the right people, and also gave me a chance to meet many heroes and listen to their stories about coming up in music. It was a program that gave me hope, especially when it felt the odds were stacked against me. I’m a mixed-race, predominantly Asian-looking LGBTQ+ artist," she said. "When I started music, that combination wasn’t considered ‘commercial;’ in fact, it was more of a hindrance than a help.  I’ve definitely always been the underdog in the race, and was often advised to stay behind the scenes as a songwriter/producer.  Hearing a lot of those comments from industry people really got to me, so the GRAMMY U sessions really made me feel like it was all still possible.”

With her debut EP out now, Ritchie is currently focused on pitching new music for film and media projects, a world she's already gained valuable experience in by working under music supervisor and mentor Tracy McKnight as an assistant music consultant on projects including Disney’s Wrinkle In Time and Hulu’s Obey Giant. As she continues to amass a diverse mix of experience in the music industry, Ritchie is primed to carry the torch for her generation of future music industry leaders, leading a pack of her peers from GRAMMY U to GRAMMY Award hopefuls. 

"The best part about being a 'Nexter' was that I got a whole new family, and It's given me a network of peers that I trust and constantly seek counsil from and work with on the daily," said Ritchie. "They're all killing it right now in their own respective positions. So It gave me that awesome network outside of the family I already had at the Recording Academy. I'm super thankful to know all of them."

Check out Alex's episode of :NEXT above and stay tuned for new editions of the three-part, short-run digital series rolling out each Monday.

:NEXT To Feature The Future Of The Music Industry

GRAMMYs

Sierra Lever

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:NEXT With Sierra Lever: The Rising Music Marketer Talks Artist Storytelling, Kendrick Lamar & More

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The future industry leader and Associate Marketing Director at Columbia Records opens up about how 'Good Kid, M.A.A.D City' inspired her to champion artists' stories and pursue a career in music
Nate Hertweck
GRAMMYs
Nov 11, 2019 - 1:31 pm

Meet Sierra Lever, a young music professional primed to make waves in the industry. As Associate Marketing Director at Columbia Records, she already has worked on such major releases as Tyga, Polo G, Chloe X Halle, Chase B, and previously at Motown Records on Migos, Stefflon Don, Zaytoven, and more. She's also featured in the latest episode of :NEXT, the Recording Academy’s new digital short-run series featuring the future of the music industry.

Music Marketer Sierra Lever Is :NEXT

Her journey began back home in Portland, where she put on parties to showcase local talent. She began booking more artists, big artists, such as Too $hort and Big Krit on her college campus. Her DIY spirit and interest in the behind-the-scenes workings of the music business led to her joining GRAMMY U and eventually taking an internship in the Recording Academy, where she worked in the Awards department and the Executive Office.

This wide range of experience helped illuminate Sierra's path into marketing, where she could learn how to tell artists' stories in a way that helps spread the word about their music. And while going to a Spice Girls concert as a little girl that lit the initial spark of Sierra's interest in music, it was a seminal hip-hop album that showed her the way to a career in the industry.

"Kendrick Lamar's Good Kid, M.A.A.D City was the album that really inspired me to enter into the music industry," she said. "[It] really tells his story. And it connected to me, and it connected to so many, It really represented the pressures of our environment that we live in… the minute I listened to it, it was on repeat. There's really no skips for this album. It's very thematic. It has all these different themes from the Bible to street violence to love and lust, all those different elements."

Sierra felt she was part of something when she listened to that album. Not content to be just a fan, she wanted to share that sense of belonging. She drew inspiration from the artists she loved and channeled those storytelling concepts into her own career on the business side of music.

"You have to be a student of the game," she said. "That is what really shows. You see these artists and you see how them studying the game really translates to their evolution over time, and I feel like that's the same for me working as a professional in music, [finding my] individuality [and] really taking risks."

Sierra first heard about :NEXT as an intern at the Academy. As her eligibility for GRAMMY U was coming to a close, Lever thought it'd be the perfect segue into a professional career. She was right.

"The best part about being a 'Nexter' is really being able to connect with your peers and see your peers evolve. That is a big thing for me, to be able to support each other, to know that you do have a support system," she said, adding, "We have panels, we have these industry vets that we get to have that face time with and connection with."

Sierra also talks fondly of her mentor, Recording Academy Washington D.C. Chapter Executive Director Jeriel Johnson. "He is someone who is really connected in the urban [music] space, someone who is a leader within it. I identified with him in the sense of, this is where I want to go and where I want to grow," she said.

"The most valuable lesson I learned from him is to always try," Sierra said. "Always go with your foot forward in the sense of, 'I'm learning and I'm going to be successful.'"

Now, Lever is striving to pursue her dreams in the music industry, and being a part of :NEXT has helped her stay on course. She compares the support she's received—and given to her fellow young music professionals—to that of a family.

"I will say this: The GRAMMYs, they are a family to me. There are so many people who have seen me evolve over time," Sierra says.

Her long-term vision is to continue to tell artists' stories, and she's off to a great start. She puts it best when asked what else she's learned from Johnson,  her :NEXT mentor, about being successful in music:

"When you strive for success, you never fail, you just learn."

:NEXT With Scott Michael Smith: The Innovative Producer/Mixer On Taking Risks, Steve Reich & More

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Hero The Band perform at the Recording Academy Atlanta Chapter Annual Membership Celebration
Photo: Marcus Ingram/WireImage

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Report: Music & Culture Infrastructure Can Create Better "Future Cities"

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How sound planning for a creative future in our urban areas makes all the difference for artists and musicians
Nate Hertweck
GRAMMYs
Oct 23, 2019 - 2:27 pm

The future, as they say, is now. And for music makers around the world, building a future for themselves often starts at home, in their local creative community and in the city where they live. While technology has expanded communication and made the world smaller, cities continue to grow, making planning for the future a critical cultural mission of the present.

To that end, a new report by global organization Sound Diplomacy titled "This Must Be The Place" examines, "The role of music and cultural infrastructure in creating better future cities for all of us." The 37-page deep dive into community planning and development highlights the importance of creative culture in what it calls "Future Cities."

"The government defines ‘Future Cities’ as 'a term used to imagine what cities themselves will be like," the report states, "how they will operate, what systems will orchestrate them and how they will relate to their stakeholders (citizens, governments, businesses, investors, and others),'"

According to the report, only three global cities or states currently have cultural infrastructure plans: London, Amsterdam and New South Wales. This fact may be surprising considering how city planning and sustainability have become part of the discussion on development of urban areas, where the UN estimates 68 percent of people will live by 2050.

"Our future places must look at music and culture ecologically. Much like the way a building is an ecosystem, so is a community of creators, makers, consumers and disseminators," the report says. "The manner in which we understand how to maintain a building is not translated to protecting, preserving and promoting music and culture in communities."

The comparison and interaction between the intangibility of culture and the presence of physical space is an ongoing theme throughout the report. For instance, one section of the report outlines how buildings can and should be designed to fit the cultural needs of the neighborhoods they populate, as too often, use of a commercial space is considered during the leasing process, not the construction process, leading to costly renovations.

"All future cities are creative cities. All future cities are music cities."

On the residential side, as cities grow denser, the need increases for thoughtful acoustic design and sufficient sound isolation. Future cities can and should be places where people congregate

"If we don’t design and build our future cities to facilitate and welcome music and experience, we lose what makes them worth living in."

For musicians and artists of all mediums, the answer to making—and keeping—their cities worth living in boils down to considering their needs, impact and value more carefully and sooner in the planning process.

"The report argues that property is no longer an asset business, but one built on facilitating platforms for congregation, community and cohesion," it says. "By using music and culture at the beginning of the development process and incorporating it across the value chain from bid to design, meanwhile to construction, activation to commercialisation, this thinking and practice will result in better places."

The report offers examples of how planners and leaders are handling this from around the world. For instance, the Mayor Of London Night Czar, who helps ensure safety and nighttime infrastructure for venues toward the Mayor's Vision for London as a 24-hour city. Stateside, Pittsburgh, Penn., also has a Night Mayor in place to support and inform the growth of its creative class.

Diversity, inclusion, health and well-being also factor into the reports comprehensive look at how music and culture are every bit as important as conventional business, ergonomic and environmental considerations in Future Cites. Using the Queensland Chamber of Arts and Culture as a reference, it declared, "A Chamber of Culture is as important as a Chamber of Commerce."

In the end, the report serves as a beacon of light for governments, organizations, businesses and individuals involved in planning and developing future cities. Its core principals lay out guideposts for building friendly places to music and culture and are backed with case studies and recommendations. But perhaps the key to this progress is in changing how we approach the use of space itself, as the answer to supporting music may be found in how we look at the spaces we inhabit.

"To develop better cities, towns and places, we must alter the way we think about development, and place music and culture alongside design, viability, construction and customer experience," it says. "Buildings must be treated as platforms, not assets. We must explore mixed‑use within mixed‑use, so a floor of a building, or a lesser‑value ground floor unit can have multiple solutions for multiple communities."

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Be Like Björk: Iceland Unveils New 'Record In Iceland' Initiative

GRAMMY U Get The Job

Photo: Steve Russell/Toronto Star/Getty Images

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Put Your Dreams To Work: 5 Ways To Land Your Ideal Music Job

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From dressing to impress to getting—and staying—connected with the right network, here are some go-to techniques for kick-starting a career in the music industry
Lakeia Brown
GRAMMYs
Mar 19, 2019 - 6:03 pm

As college graduation season quickly approaches, most seniors have begun the search for their “dream job" in musc.  While it's an exciting time, the quest can be daunting, especially when applying to roles in an industry as competitive as the music biz. So how do you stand out?  GRAMMY U provided answers and so much more at last week’s GRAMMY U Industry Insights: How to Get the Job workshop in downtown Manhattan.  A packed room of recent- and soon-to-be- college graduates received pointers from a panelists of pros: Madison Rozynek (The Madison Square Garden  Company), Ian Rifkin (Universal Music Group), Christine Schworn (Sirius XM) and Lisa Hauptman (Downtown Music Publishing).  Here are a few valuable tips for landing the dream job.

GRAMMYs

(L-R): Lisa Hauptman, Christine Schworn, Ian Rifkin, Madison Rozynek, Jessica McDevitt

1. Dress the Part

The entertainment industry is known for pushing boundaries, but that behavior doesn’t apply to interview etiquette. While the dress code is casual to business casual for most of the music industry, always show up to an interview in professional attire. A general rule: It’s better to be overdressed than underdressed. Keep it business professional and leave the boundary pushing until your first day on the job.

2. "Thank You..." Next

Thank you is never a bad idea, especially after an interview. Be sure to ask for a business card or an email address, and follow up with a quick note expressing your continued interest in the job and try to include something personal that was discussed during the interview. If you want to go the extra mile, “hand written notes will always make you stand out,” says Christine Schworn, Recruiter & Talent Acquisition, Sirius XM.  And remember, it typically takes about six weeks from interview to hire, so be patient.

3. Play Your Position

Dream big but make sure your experience matches the job. How do you know if you qualify? Read the job description thoroughly, and be honest with yourself.  Recent graduates typically land Department and Executive Assistant roles at entertainment companies to get into the door.  Don’t shy away from these roles, even the temporary jobs, because they often lead to bigger opportunities says, Ian Rifkin, Manager of Internship Programs & Campus Recruiting, Universal Music Group.   Network, work hard and you’ll be ready for the next level soon.

4. Circle of Life

Remember opportunities exists everywhere, even among friends.  Getting an informational with a senior level executive at a dream job is great, but you can also create opportunities within your circle of peers. “Network within your circle,” says Lisa Hauptman, Global Head of People, Downtown Music Publishing. Remember to not only look up, but across. Your peers are the next round of executives.

5. Stay Linked and Aware

LinkedIn, LinkedIn, LinkedIn.  Recruiters utilize the career site as a tool to identify candidates so keep your LinkedIn profile up to date, and if you don’t have an account, sign up, says Madison Rozynek, Recruiting Coordinator,  The Madison Square Garden Company. Be sure to use an appropriate picture and follow companies that reflect your interests.  And remember, LinkedIn isn’t the only space recruiters use for online research.  Your social accounts are a reflection of you. Be mindful of what you post.

Want More?: Check Out These 5 Surefire Ways To Make It In The Music Industry

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Kristolyn Lloyd at 2018 GRAMMYs

 

Photo: Steve Granitz/WireImage/Getty Images

 
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The 63rd GRAMMY Awards: Looking Ahead To The 2021 GRAMMYs Show

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Need something to look forward to? Here's what you'll want to know about the 2021 GRAMMYs, including nominations, timelines, rule changes, possible formats, voting and more...
Ana Monroy Yglesias
GRAMMYs
Aug 19, 2020 - 9:37 am

Updated Jan. 5, 2021.

Given how this year has gone, perhaps you're ready to fast-forward to 2021 (we're almost there!). Beyond it no longer being 2020, next year has some other big things going for it, including Music's Biggest Night, a.k.a. the 2021 GRAMMYs. Airing Sunday, March 14, 2021, on CBS, the 63rd GRAMMY Awards recognize excellence in music released in late 2019 and 2020. Hopefully, you're as excited about the show as we are! 

To help make sure you stay in the loop, read on to learn more important dates and details about GRAMMY nominations (they were announced on Nov. 24), the Recording Academy member voting process and everything else 2021 GRAMMY Awards show!

It's Here! 2021 GRAMMYs: Complete Nominees List

When Is It?

On Sunday, March 14, 2021, the 63rd GRAMMY Awards will be happening. The health and safety of the artists, guests, crew and staff is always front of mind during every GRAMMYs, so, logistically, things will be a little different this year.

62nd GRAMMY Awards Wrap Up Show

How Can I Watch?

Music fans from around the globe will be able to watch the dazzling show live on CBS / CBS All Access. Additionally, the GRAMMY Premiere Ceremony, where the majority of the 83 categories of awards are handed out, will be streamed live on GRAMMY.com. Just like the main show, the Premiere Ceremony also features epic live performances from GRAMMY nominees and star-studded announcers.

Meet The New Class: Meet This Year's Best New Artist Nominees | 2021 GRAMMYs

Who Is Nominated?!

One of the biggest days in music outside of the show itself is the nominations announcement, when hundreds of artists learn they're in the running for a golden gramophone. For the upcoming 63rd GRAMMY Awards, the nominees were announced on Nov. 24. You can peruse the complete 2021 nominees list here and rewatch the star-studded nominations annoucement livestream here. You can also find out who are the most-nominated artists this year here.

GRAMMY nominations are always a very celebratory day for those nominated. It is truly a moment when all the love, long hours and hard work that was put into the music feels worth it. Celebrate with the 2021 nominees in this joyful reactions roundup. 

Revisit The Magic Noms Moment: "This doesn’t feel real:" 2021 GRAMMY Nominees Celebrate On Social Media

What Releases Are Eligible?

The Product Eligibility Period for the 63rd GRAMMY Awards is Sept. 1, 2019—Aug. 31, 2020.

Read: 62nd GRAMMY Awards & "Let's Go Crazy: The GRAMMY Salute To Prince" Earn Emmy Nominations

What Will The Show Look Like?

Just ahead of the nominees announcement on Nov. 24, the Recording Academy revealed GRAMMY-nominated South African comedian Trevor Noah will host the 2021 GRAMMYs.

While the format of next year's GRAMMY Awards has not been announced, Harvey Mason jr., the Recording Academy Interim President/CEO, offered some insight on what to expect at the 2021 show back in June during an interview with Variety. "We are simultaneously developing three plans for what the show would look like: One is the traditional show with the full crowd, two is a limited crowd, and three is no crowd, and there's creative around all three of those ideas: how and where we would film it. But none of them involve changing or postponing the date," said Mason. 

"I've spent a lot of time talking to artists, managers and labels and getting a feel for how the pandemic is affecting the release of music—and as I'm sure you've noticed, the amount of music released has actually increased during the pandemic, so we would not want to delay our date with so much great music coming out," he continued.

"But I also think it's important and helpful to have shows like this, when there's been so much uncertainty and unrest—to have something you know is coming around every year and to know there's a time when we all sit down together and watch great entertainment and art… We're trying to build the next evolution of the Academy, and the show will go hand-in-hand with that. Whether it's with a crowd or not, we're going to try to take things to the next level," Mason added.

Let's Add It Up: Find Out Who Has The Most GRAMMY Nominations, Which Categories Are All-Female & More: 2021 GRAMMYs By The Numbers

More recently, on Sept. 30, he spoke to Variety again and added that no matter what, the show will be executed fully live, with no pre-recorded segments.

"We're looking at Staples [Center] with a limited audience, although that seems increasingly unlikely; Staples with live performances and no audience; or something a little more virtual, with some elements from different locations," Mason said. "We're still waiting to hear back from our partners at the network and the venue and our medical experts, because obviously we want this to be safe for everyone ...

"Obviously, this is a very unique year. We've been looking at all of the [2020 awards] shows really closely and I've been talking with some of the people who put them together—the creative and also the business side. I think there have been some great examples of how to present music and awards at these shows, and I think there's some other things that we're gonna do pretty differently. The civic and social unrest deserves to be addressed, and we always encourage artists to voice their opinions, so I expect we'll see messages both from the artists' side and the Academy side."

Behind The Board: Harvey Mason Jr.

We can't wait for all the magical GRAMMY moments, epic performances and moving speeches—it's exactly what we need to start 2021 off on an inspirational note. While you'll have to wait to closer to the show to find out who the performers and presenters are (which are always announced in multiple waves), what's certain is things will be off the chain.

The Recording Academy Announces Changes For 63rd Annual GRAMMYs, Releases Rules And Guidelines

What's New For 2021?

There are quite a few exciting changes going into effect with the 63rd GRAMMY Awards! Following Ken Ehrlich's celebrated 40-year run as the show's executive producer, Emmy Award-winning producer Ben Winston is taking over the reins. The highly experienced TV/film writer/director/producer has worked on "The Late Late Show with James Corden," co-creating Corden's beloved "Carpool Karaoke" show with the comedian himself.

James Corden Subway Carpool Karaoke | 2018 GRAMMYs

Additionally, several major changes to the voting guidelines and rules, the latter which affects five award categories, go into effect this year. These updates, announced in June, reflect the Recording Academy's ongoing commitment to evolve with the musical landscape and to ensure that the nomination process and rules are more transparent and fair. More details on the changes can be found in the above link, but, the rule/category updates are highlighted below.

  • Best Urban Contemporary Album has been renamed Best Progressive R&B Album to include a more accurate definition to describe the merit or characteristics of music compositions or performances within the genre of R&B.
  • Best Rap/Sung Performance has been renamed Best Melodic Rap Performance to represent the growing hybrid performance trends within the rap genre.
  • Latin Pop Album has been renamed Best Latin Pop Or Urban Album AND Latin Rock, Urban Or Alternative Album has been renamed Best Latin Rock Or Alternative Album to represent the current state and prominent representation in the Latin urban genres.
  • There is no longer a specified maximum number of releases prohibiting artists from entering the Best New Artist category. The screening committees will determinine whether the artist had attained a breakthrough or prominence prior to the eligibility year, with such a determination would result in disqualification.

Another exciting category update occured in November, when Best World Music Album changed to the more inclusive Best Global Music Album. While this might appear subtle to those not familiar with the baggage the term "world music" carries, it represents an important honoring of its past and movement towards a more inclusive, adaptive future.

The new name was decided after extensive conversations with artists, ethnomusicologists and linguists from around the world, who decided it was time to rename it with "a more relevant, modern, and inclusive term," an email sent to Recording Academy members explained. "The change symbolizes a departure from the connotations of colonialism, folk and 'non-American' that the former term embodied while adapting to current listening trends and cultural evolution among the diverse communities it may represent."

Related: Travel Around The World With The Best Global Music Album Nominees | 2021 GRAMMYs

Key Voting Dates

As the only peer-recognized music award, the GRAMMY is the music industry’s highest honor. This means GRAMMY nominations and winners are determined by the music professionals who are voting members of the Recording Academy. 

  • Sept. 1, 2019—Aug. 31, 2020: Product Eligibility Period
  • Sept. 30—Oct. 12, 2020: First-Round Voting—eligible members vote to determine the 2021 nominees!
  • Nov. 24: Nominations Announcement!
  • Dec. 7, 2020—Jan. 4, 202: Final-Round Voting—this round determines the GRAMMY winners!
  • Sunday, March 14, 2021: 63rd GRAMMY Awards & Premiere Ceremony

Your Academy: Welcoming The 2020 New Member Class

Find more at the GRAMMY Awards FAQ page here, including on the voting process.

To make sure you don't miss a beat on anything GRAMMY Awards related, make sure to follow us on our social channels (Twitter, Facebook and Instagram) and subscribe to our newsletter (sign up below) and YouTube channel.

2021 GRAMMYs: Complete Nominees List

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