If you prick me I will bleed music. This rings true for the YouTube sensation Durand Bernarr, who has penned more than five hundred songs. In December 2007, Durand began posting cover videos to YouTube, unaware of what awaited him with a simple upload. After he uploaded a cover of Erykah Badu’s “Window Seat,” the diva herself took notice of his soulful and pleasant sounds. The Queen of Neo-Soul invited Durand on tour with her to provide background vocals. Fast-forward six years and Durand has released covers of music by your favorite artists, ranging from The Weekend to Schoolboy, Aaliyah to Drake, and recently released a version of Beyoncé’s “Sorry,” grabbing my attention along with that of many other Queen Bee fans.
With over 7 million views and 60,000 subscribers Durand continues to showcase his musical talent on-screen and off.
We were able to catch up with Durand and speak to him about his online success.
First off, you have written over five hundred songs and you’re only twenty-seven when did you have the time to do all of this, no seriously, do you sleep?
I’m a poet so I have a way of thinking with words. I have been writing since I was a little kid. A nice chunk of my songs have also been inspired by my journal entries which I’ve been writing in journals since I was 12. My mom’s dad journal-ed up until a couple years before he passed away in his 80s. That’s a lot a journals lol. And I have over 70.
What inspires you to create music?
Life and the experiences within it.
How has social media paved the way for your music career?
It gave me not only the exposure that I needed to get to where I am now, but a platform to express myself in my own way.
What is the strongest social media marketing strategy that you use?
I do what’s popular, but put my own spin on it. YouTube was once my strongest outlet, but now I’m noticing videos on Facebook can go viral faster than YouTube. Instagram is another. It really depends on the circumstances.
Your favorite cover song that you have done to date?
The first one that comes to mind is “I Don’t Know” by Elle Varner. That always got me going and I remember being suggested to cover it and when I heard it, it made me want to sing.
You are inspired by several great artists; i.e., Erykah Badu, B. Slade, Phyllis Hyman, Maxwell, Prince (RIP), Brandy to name a few – what can a new artist learn from you?
I want to inspire new artists to think outside of the box. Go beyond what’s popular and trendy and actually create from your spirit. Use your gift(s) to their full potential. I encourage artists to learn from the source. Who’s your favorites favorite? And then THEIR favorite? Who were their peers? Who were the composers? The writers? Also go to the root to pull your inspiration from, because you could very well pull something from the source that I may not have seen or even your interpretation of it could be different enough to grasp attention.
How often do you record new content?
When I have my own setup, it can be at any time, but right now I’m in crunch mode to finish this EP, so I’ll be in an actual studio and not my bedroom for a change.
Are you a full-time musician?
Not yet… 😉
Erykah Badu discovered you a while back after you performed a cover of “Window Seat”, this lead to you traveling with her as a background singer; how was it and what did you learn from touring with an artist of her caliber?
My first tour actually was being a production assistant for Earth, Wind & Fire’s summer tour when I was 16 with my dad who has been their sound engineer since I was at LEAST 12. However, that was only on the state side.
My 1st tour with Badu in 2011 was a bittersweet year, because I was grieving the loss of my mentor and friend Davett Singletary and also gaining a new friend and bond with Erykah, so it was a plethora of feelings going on simultaneously. But to experience all these different countries and places in the world (some of I’d either only read about or never even heard of) with one of my favorite people was nothing short of God having his hand on my life.
But what I’ve learned is #1, not to take myself so serious on stage. Be polished and tight, but enjoy yourself. #2, “Recording is perfecting a moment. Performing live is creating a moment.” So what if you don’t hit the right note? We all know you can sing. This is LIVE! It won’t always be perfect if you’re not using tracks. No diss to those who do. Just for me and my stage, I like it live. That’s a theater thing. Something else E & I have in common.
You started posting videos back in 2007 on YouTube and quickly was discovered by several large name artists; do you think since then YouTube has become saturated with talent making it harder for new artists or is it still a great platform to get noticed?
I will say that since I’ve begun my YouTube channel, things have definitely changed on YouTube in general. Besides modifications to the website since Google bought it, when it pertains to covers, it’s rare that it’s just a raw one take cut of someone singing. You now have the studio in session cover with HD cameras and lighting accompanied by a full band. Lol. That’s why every now and again I’ll do that (a raw one take video) just to remind people there’s no gimmick when it comes to my art. The chops will speak for themselves.
As far as “being discovered”, it really depends on your timing and how you execute that window of opportunity. For example, my fellow Cleveland native, friend and vocalist Jade Novah did a video cover to “Diamonds” by Rihanna before the official video by Rihanna came out and because of the quality of the video, the production and composition… She made it her own and it went viral cranking in over 1 million views in less than a week.. And now she’s on tour with Rihanna singing BGV’s as well as working on her own projects. So when you make something your own, you have a better chance at standing out.
Any tips on ways to stand out as a new artists?
Be confident and GOOD at what you do. Also, go watch Jade’s “Diamonds” cover as an example of how to “stand out” in MY opinion.
To get signed (record deal) or not(indie-route)…which path do you think is best for today’s artist?
Considering you don’t necessarily need a record label to release music, it really depends on what you want to do. The main thing is to have a solid team that has a vision for your goals. Whether I get signed or not, I just want to be happy doing what I’m good at. Whatever that entails as I grow and learn more about myself.
What has been your biggest challenge to date?
Unlearning what I’ve been taught by someone else’s standards and finally thinking for myself.
You’re currently on tour, where are you headed and how does it feel?
No tour right now. I wish lol. Just spot dates throughout the year and in the midst of that, focusing on my own material. I’m currently in Chicago crashing with my sister-cousin for a few days. I’ve never had the chance to really digest this city beyond work so I decided to stay after the gig with Erykah this past Friday. It feels great so far. I will admit nowadays I feel a little nervous among big crowds considering all that’s going on in the world, but I can’t have a spirit of fear. I’m going to live my life to the best of my abilities and be grateful for each day I’m seen and not viewed. #HaYBoSHAYTAH
For your new fans, what are your top three songs they should hear first of yours…Outside of my three, Bitch Don’t Kill my Vibe, Sex Therapy, Window Seat, Sorry, and Earned it; okay did I say three- maybe your top five LOL?
Lmao! Ok…
- Love Jam Session
- Vicky’s Secrets (Elijah Blake Cover)
- Deal X LIFE
- Dryer Steam
- I Don’t Care (Elle Varner Cover)
THE VIRGO GIRL 5 THINGS TO ASK:
What would you tell your 21 year-old self?
Chill Bruh.
I start my day with…
Checking my Facebook.
If you could invite any woman to dinner, who would it be?
Solange
Best advice you have received?
“Don’t expect other people to be who you are.” – Badu
Life motto you live by?
I will ALWAYS love me first.
Ladies, grab the wine and enjoy the sweet and soulful sounds of Durand Bernarr, his music will make you forget about that long day. Promise xoxo, Missy
Check him out in New York at Rockwood Music Hall on 9.17 | 8:00 pm
