As much as you think it might be an easy task, it’s not always that simple to showcase new, up-and-coming artists. We mean, usually when it comes to these things if you aren’t familiar with the artist’s name, what’s going to make you click our story versus the 101 Best Goth Holiday Cookie Recipes? Yeah, not always that simple.
However, putting all doubts aside, we’re going to do our best to start highlighting emerging bands we believe in. Bands that stand out against the tiring monotony of our music scene. You know, bands like emerging electro pop rock outfit Veridia.
Already collaborating with and earning praise from the likes of Evanescence’s Amy Lee and Memphis May Fire’s Matty Mullins, this infectious radio-friendly act is about to become your go-to for alternative dance-meets-rock music. Sounding like an infectious mix of Flyleaf’s Lacey Sturm and Halsey (depending on which record you listen to), Veridia has an ever-evolving sound that fits in various genres. Starting more as an active rock act who toured with Evanescence back in 2016, Veridia has pivoted as of late to a pop-leaning sound thanks to their Matt Squire-produced (Ariana Grande, Bea Miller, Plain White T’s, Underoath) LP The Beast You Feed. Led by soon-to-be star Deena Jakoub, the sky is the limit for this talented Tennesee trio.
Now, doing our best to get to know all about Veridia, we reached out to Jakoub and guitarist Brandon Brown to find out exactly how the band came together and who pushes them to achieve more creatively. To check out our chat and discover your newest obsession, be sure to see below. Afterward, for more from the band, head here.
Where did you grow up? And was there a music scene where you grew up?
Deena: I grew up in Dallas and there’s a really active music scene with a ton of talented musicians there. I remember my first shows in Deep Ellum to see bands like Eisley, The Plain White T’s, The Academy Is, and Copeland… But, as far as acts that got their start in DFW, there have been so many diverse artists like Pantera, Toadies, Memphis May Fire, Dixie Chicks, Norah Jones…
What were you and/or your bandmates doing before your band formed? Jobs? School?
Deena: Brandon and I played music around Dallas for years before starting Verida. We met in college (thanks Myspace), then he actually worked at Southwest Airlines for a few years before leaving the corporate world. I was working at American Eagle, selling girl jeans to all the band boys I knew and performing with a traveling jazz ensemble before getting into the rock/alternative side of things.
Who or what influenced you to start playing music?
Deena: My grandma and grandpa were bluegrass musicians and got me into music at a very young age. He had me singing onstage with since I was 2 years old.
Brandon: Both of my parents are singers and we had a piano in the house that I casually played as a kid. I grew up in New Orleans, obviously a really musical city, so I feel like it was always a part of my life. A family member gifted me an old acoustic guitar when I was 12 years old or so and things just developed from there.
How do you feel about the digital age? Do you feel it’s helped or hurt musicians?
Brandon: I think it’s a double-edged sword. Artists can create and release music more easily than ever before, on the same platforms as legendary, multi-platinum artists. And there are more tools to help make and record music more affordable than ever before. You don’t need to be on terrestrial radio or television to get your music heard or your videos seen. But that also means that there is infinitely more competition than in the past. It’s easy to release music, but it can be hard to stand out. On the other hand, you can connect with your fans every single day without having to be in the same city as them. That direct connection and the ability to build relationships with fans from afar is priceless.
If you could collaborate with any artist of your choice who would it be?
Deena: That’s so hard! We’ve been honored to collab with friends like Matty Mullins from Memphis May Fire, Amy Lee and Matt Squire in the past, and we’re excited to continue exploring opportunities to work with talented people we love. I know Brandon’s answer here is Trent Reznor [Brandon nods]. I think it would be fun to have some talented EDM producers remix a few of the songs from the new album. So if anyone wants to dig into that, hit us up!
What’s the best live performance you’ve seen?
Brandon: Oh man, this is tough. I try to go to a lot of shows and am into a wide range of genres. If I had to narrow it down to the top three, I would probably say Tool, City & Colour and Paul Simon – all for different reasons.
Deena: I’d have to say… Sade, Jon Bellion, Twenty One Pilots…
What have you learned since being in the music industry?
Deena: So many things… Nothing comes easy, and it’s all about relationships. You have to truly love it because it can require a lot of sacrifices. And you can be open with your ideas, inviting other people to creatively collaborate with you, while still staying true to your vision and your identity as an artist. Some of the best music comes from inviting other people into the process.
Are there any recent releases or performances that have inspired you? Deena: This week, I’ve been jamming Chloe X Halle and Jon Bellion’s new Glory Sound Prep album.
Brandon: I’m listening to the new The Prodigy album and I was definitely inspired by seeing Nine Inch Nails at Red Rocks a few weeks ago, especially as we are incorporating more electronic elements onstage with songs from the new Veridia album.
If you could have one of your songs be on a TV show or movie of your choice what would it be?
Deena: Hmmm….. Maybe The 100, Riverdale, Sabrina!
What would you like to be remembered for? Musically or not.
Deena: For me, music is about connection and relationship and that is our purpose in life. And, in all my relationships and art, I hope to create a space without shame or judgment, to instill hope, empowerment, to love deeply.
Best piece of advice anyone has given you?
Deena: To speak like you’re 100% right and listen like your 100% wrong.
What three bands or artists would be your dream to tour with?
Deena: Touring is a huge priority for us, so we’re open to tons of opportunities. We would love to hit the road with artists like Panic! At The Disco, 30 Seconds To Mars or Imagine Dragons.
