Something happens when an artist decides to shift course; they are either embraced or dismissed. Such a decision to branch out and explore new creative territory has the potential to end a career, with fans aching for the familiar feeling of their earlier work. But then there are those rare instances when it works and everything clicks, as in the case with GAWVI and the overall turn his sound and career has taken.
Sitting in the studio at Reach Records, GAWVI shares one reason for turning his focus from producing hip-hop to electronic pop. “In my core, I’ve always been drawn to be more experimental,” he says. “I want to show people they can control their own narrative.”
After almost a decade of crafting chart-topping gems as a hip-hop producer, GAWVI’s accolades began to amount. He worked with mainstream heavyweights like Rodney Jerkins and Pharrell, had his music featured on The Tonight Show Starring Jimmy Fallon, and produced numerous hits for the likes of Lecrae, Andy Mineo, and Trip Lee. But in time, the multi-faceted producer was ready to raise the stakes. This led GAWVI to step out as a solo artist in 2016. Armed with deep artistic conviction and an arsenal of soundscapes to boot, he unleashed two EP’s – Lost in Hue and Holding Hue – the former which hit #2 on the Billboard Dance/Electronic charts. The projects re-introduced GAWVI as a force to be reckoned within the industry. Singles like “Late Nights” and “In the Water,” which peaked at #1 on the Hot CHR Top 40 chart, helped take GAWVI to new audiences. That success has in turn helped him reach upwards of 2 million Spotify streams to date.