As a travel agent, it’s rare for us to cross paths with an artist– a musician. However, we took that leap when we interviewed Ayejamp, an upcoming Pop/R&B or “new school” artist, as the singer himself likes to refer to his music and that of his group, Baeyul Productions. I caught up with Ayejamp (Jampel Zangpo) at Ambient Cafe, where he told me that the story behind his alias, Ayejamp, was that it had been his Instagram handle, when I had been looking for a far more interesting story.
Little Bhutan: What made you pursue this line of work?
Ayejamp: It’s something that’s been building up over the years. My brother also influenced me. And I always knew that I didn’t want to pursue something “conventional.” I wasn’t interested in that kind of life or work.
Who inspires you? Who are your role models?
I used to be a fan of Kanye West. His music as well as his charisma, inspired me a lot. His album My beautiful dark twisted fantasy was something I listened to in college. Also, his relationship with his mother is something that meant a lot to me.
Is being an artist in Bhutan sustainable? Why or why not?
For someone like myself, including people I often collaborate with, a lot of our income depends solely on shows. Sponsorships are unpredictable, unlike for artists who are in the top one percent. I think genre also plays a role.
How long does it take for you to bring out a song? Could you describe the process?
If it’s a solo song, I get it done within two days. However, if there’s collaboration with other artists, it can take longer.
The process: I search for a beat online, on Youtube, or from beats that are sent by my peers. My group and I talk about music a lot. I then try to form lyrics around that beat and begin recording. Afterward, I go over the recording to see if there are any changes I can make to the lyric, or the flow (rhythm). Lastly, I finalize the song by mixing and mastering the vocals.
Besides the support of your peers, do you feel supported by your family/community?
My siblings are very supportive and my brother was the one who bought me my first mic. While my parents are supportive, they also worry about the financial side of being an artist. Things started to change for them after my National Day performance.
From English to Dzongkha
In your earlier songs, as a guest artist, you mostly rapped in English. However, with your latest single Toen Ga, you sing in Dzongkha. What has that experience been like? And what do these languages represent to you?
I struggled to write Dzongkha lyrics. However, over time, I started listening to Dzongkha songs to know what my audience would like.
Transitioning to Dzongkha made me realize how significant language is. I shifted to making Dzongkha songs so I could appeal to a more local, national audience. I found that Dzongkha songs do well compared to English songs. The entire process has shown me the importance of language in conveying any type of message, and how a language resonates with a culture and its people.
When singing and rapping in Dzongkha, I can reach a larger audience in Bhutan because some of the words and slang we use in our song feels familiar to the listeners. While almost everyone in Bhutan understands English, not everyone is familiar with English slang or certain terms.
Romantic love has always been a common denominator in Bhutanese songs. Why do you think that’s the case?
It’s a common experience– everyone has experienced it. I also feel that those songs sell well.
Music and Responsibility
Do we need more artists, or do we need better artists?
That’s subjective. A lot of artists are emerging nowadays. It’s become easier to create music because of e-commerce, which allows production items to be purchased conveniently, unlike before.
As an artist, do you feel responsible for the things you put out in the world?
I do feel responsible. Since most of our audience is very young, I try to be careful. I censor myself.
What do you mean by “censor” ?
I have to be careful of my words because a lot of kids watch and listen to us. What we say might have an impact.
There is a lot of collaboration in your projects, which is really nice. What has that experience been like?
Due to the collaboration, I’ve seen a lot of personal growth. Collaborating with other artists has made networking easier. For instance, someone I collaborate with might introduce me to my next collaborator.