VICT|VEni Vidi Vici – Zephyr
Unveiling the multifaceted artistry of Vict, a rising star in Edmonton’s music scene and the founder of the innovative agency, midnight hrs. This interview unveils Vict’s journey, from his early love for Spanish music to his current blend of R&B, rap, and captivating melodies. We’ll explore the Edmonton music scene’s vibrant energy, witness the birth and growth of midnight hrs, and discover Vict’s exciting plans for the future, including the release of new music and a unique fashion line. Get ready to be inspired by his passion, dedication, and artistic vision!
One of my favorite questions to ask an artist is what was playing through the household as you were growing up? Either tunes flying around your crib, or those you played in the whip with the crew?
So, basically, when I grew up, right? I listened to Spanish music, like, it’s the music my parents were playing in the car at the time. I wasn’t really too inclined into English-type music, so I would just listen to the radio. I remember growing up; my parents, I think my brother gave me, like, a Walkman. It was like an MP3, but it had access to the radio. So every morning, I would go to school. It was probably like a 10-minute drive or walk, and I would take my skateboard and just put on the radio. At the time, I would listen to the radio station called 91.7 the Bounce, and they would play pop like Justin Bieber, Taylor Swift, Katy Perry, Jason Derulo, Ellie Goulding, Maroon 5, just, you know, to name a few.
I basically grew up listening to pop music because I didn’t really know too much about the rap industry. I didn’t know rap like that. This is, like, part of grade eight, grade nine, grade 10. It wasn’t until mid-year Grade 10 and 11 when I started to listen to a lot of Spanish rap. Now in high school, you’re involved in a lot of other groups and teams, so I listen to my own Spanish music whenever I could, like Bad Bunny, Bryant Myers and another guy called Darell. They would drop consistently, so I liked the Spanish, and that’s what I listened to. That’s why I released Spanish music on SoundCloud, like remixes to their songs, and you know, one thing led to another, and then it blew up.
But in terms of what I was listening to, yeah, it was probably Spanish trap. Later on in high school, it turned into hip-hop and rap with acts like the Migos, Kendrick, Drake. It was weird because people my age were already listening. So I felt like I was a little late to the party, however, it was still something that I found pretty sick to experience while growing up.
I also listened to a lot of throwbacks, music my dad would always play while driving, like the Eagles, or Yanni. He’s a classical jazz pianist who makes the craziest classical music with the piano. I remember my parents had tickets to go to the show, and I went, and I think that was my first show. Just seeing the atmosphere and how people were enjoying the music and the piano and the sounds was really special.
You’re a frequent flier to much of the Western NA scene, what have your travels revealed about the industry? Any tips you’d like to pass on?
I think the biggest tip I’d like to pass on is that uncertainty leads to new opportunities. Not knowing what I was getting myself into ultimately led me to many good opportunities that I have now in store for 2024, not only on the West side but all over Canada. Meeting people in Vancouver, Calgary, and even a bit in Toronto was truly a blessing. Being more involved in the Edmonton industry, there are a lot of connections in Canada because the artist industry is small, and everyone seems to know each other. So, the biggest thing is just to take that leap and take that chance, because once you start betting on yourself, you’ll see the results.
It’s constantly a point within our discussions, and for good cause. What are some of your favorite facets of your hometown scene?
For the scene in Edmonton, AB, it’s like the start of a bonfire. The wood is hot, things are getting ready, everything is crackling, and sparks are flying. But the fire isn’t set; everything’s just building, and time is the gasoline. There’s are a ton of artists who’ve been working for years for recognition. One artist that comes to mind is Ntwali, who’s been crafting his sound for almost a decade.
If I were to describe his music, I’d say it’s incredibly prominent and cheerful, with an impactful punch that makes it stand out. He has his own distinctive sound. He’s been honing his craft for almost a decade now. Witnessing the progression and elevation of these artists only further motivates me, because it makes you wonder, you know, it’s going to be me soon, we have examples like FRVR Friday, we have examples like ARDN.
We also have Spanish artists like ZAITER, a Lebanese artist, who produces Spanish and reggaeton music. It’s super fire because it’s a new avenue that people here haven’t explored much. The scene here is cooking. It’s really nice to see everybody working on their craft, and it’s definitely adding excitement to events.
There’s also companies here that organize events for creatives and artists, where everyone comes together and has a great time. People exchange Instagrams, network, and the whole city starts to get to know each other because we’re seeing each other so frequently.
It’s been a couple years since your Ave interview, but a lot has changed since then… Has time flown by, or felt sweltering as you think back on moments past?
I think time will always fly by in terms of the Ave. interview because that was the first time I actually got press, you know? Press brought a lot more attention to my music, drawing eyes from people here in the city because an artist from a media company outside the city was getting interviewed. And locals don’t usually get to see that, so people were trying to figure out who this guy was and what was going on. It made time fly because when I came back, everything was just go, go, go, go, go. And everything still is—go, go, go, go, go.
I think at that time, I hadn’t started my creative agency called midnight hrs. It wasn’t launched yet; it was in the process of creation in my mind. I believe it wasn’t until February 9th, 2022, that it actually rolled out slowly. Looking back at the video, I watched it about two months ago, and it’s crazy seeing how my story is still intact. It’s like I saw the dream, and now I’m actually working towards chasing it. I’m seeing pieces of the puzzle come together, and a lot of things align, like my music aligning with myself, the company aligning with the city, and the city aligning with my music. It’s all starting to connect, which is pretty cool because back then, everything was just starting.
With the recent drop of ‘ALWAYS KNEW,’ have you had the chance to take a step back and evaluate how far your craft has grown? Runs and melodies where bars, and brawn used to reside…
I think it’s crazy to analyze that because throughout the whole summer, I’ve been consistently dropping from ‘There For It’ to ‘Hold On’ to ‘Move It,’ to ‘Always New.’ All these songs were recorded months in advance. I’m pretty sure I started recording ‘There For It’ in March or April, and I didn’t really sign until June or July. I remember playing these songs in the car and questioning if this is really what I want to pursue. I would show people, and they would feel some type of way because they had never heard me like that before. They were used to me being energetic and happy, so it led me to analyze myself and my music and think about where I want to take it next year.
And I think, with the people around me now, it’s super motivating to see how far it’s going to go. I already have songs made that are going to drop next year, and people are saying they will be my best songs, my best views. So, we’re pretty excited, and I’m super grateful for where everything has come. I was talking with my friend a while back about the music I’m making; it’s all been repetitions and traditions I’ve been working towards. Now, seeing the fruit of all the repetitions come in, it’s really about analyzing where I’ve come from. Now, I’m just focused and waiting for my next release next year and seeing where it goes from there.
What’s next? What genres, or clues can you give us on where the music is going?
I suppose one of the biggest indicators of my evolution is my new sound. From my EP album “Aquarius Boy” to my EP in 2022, “The Other Side,” the latter leaned more towards rap and melody. In 2023, I showcased more house vibes and pop, while still incorporating rap. Looking ahead to 2024, I plan to introduce elements that people haven’t heard before, such as R&B, rap, and Spanish music. I have numerous house tracks that blend Spanish and English, as well as R&B tracks with a harder edge.
These will be complemented by music videos, visualizers, and short story films. I’m striving to be more creative not only in songwriting but also in crafting narratives that align with the music and resonate with people. In early 2024, I’ll be releasing a new R&B song, which I believe will set me apart from other artists and elevate me to a new level. I’m genuinely excited to see how it all unfolds next year.
Not new, nor untested. midnight hrs has leaps and bounds since its inception. What was your initial plan when midnight hrs came around? Has it shifted since you began?
midnight hrs was conceived with a primary goal – to serve as a media hub for artists who might not have access to such opportunities. When I was releasing my own projects, I had a team of producers, graphic designers, and photographers supporting my work. Witnessing other artists struggling without these resources, I decided to create something that could both aid them and allow me to promote and expand my brand simultaneously.
On February 9th, 2022, alongside my friend Dejan, also known as Deki aka dekatha, we launched midnight hrs. Throughout the year, we released music and collaborated with a graphic designer, aligning our mindsets to create cover art concepts, song mixes, and overall expand the midnight hrs brand. While the initial focus was on building a creative media agency, it wasn’t until 2023 that I envisioned separating myself not just as a media agency but also delving into the realm of fashion in a unique and creative way.
But it wasn’t until 2023, when I saw the vision of, you know, separating myself is not just a creative media agency, but as you know, also getting into the fashion and getting into the creative fashion. And I say creative because I’m not planning on just releasing shirts and pants and hoodies. I’m planning on doing things a lot more creatively, like lamps, mirrors. Like creating belts, shoes, earrings, jewelry, like a lot more creative stuff with midnight hrs because at the end of the day, midnight hrs is the creative agency and the fashion side is just an expression of another piece of art, whether it’s through graphic design, photography, or videography.
And I’m so blessed to be surrounded by people in the industry here in Edmonton that helped me out with video and photo and graphics, now that the vision and ours is growing right, it’s growing and it’s getting a lot more stable and a lot more concrete. So I think now the city is starting to see what midnight hrs is and they’re supporting, which is sick. I almost sold out of my pop up shop here in Edmonton when I had the midnight hrs show with what’s the move event in August. September went to a couple of events and just saw random people wearing midnight hrs, so it’s definitely something that’s super sick and super great. I’m super grateful where midnight hrs is going.
With half a dozen shows, and events curated and captured, what’s been your favorite event to capture?
I think the biggest highlight was when I opened for Boslen last year. It was my first show, and taking on the role of opener, I was nervous but super excited because I’ve never performed for a crowd like that. So after just releasing my EP “The Other Side,” I was eager to perform it.
I had great friends around me that night, big shoutout to Nikkaela and her friend Abby for flying down from Vancouver to come see my show. It was definitely something that I will never forget. I was performing, and people were chanting my name, recording me with flashlights, jumping, cheering, clapping, yelling. It felt amazing. You know what I mean? There were probably only about 50 people there; it wasn’t a big crowd. But I felt the love of every single person.
Working alongside acts like Boslen, and FRVRFRIDAY must have been a trip. Any moments that stood out as you worked along some of the west’s best talents?
FRVR Friday has been quite a journey, especially those moments collaborating with some of the West’s best talents. One significant moment occurred in Vancouver at Head Space Studios during Nikkaela’s headlining event. While heading to Studio One for a quick soundcheck, we stumbled upon Studio one, where Azel North from Manila Grey, Dan, Quintana Mills, and another member from Manila Grey were present. Being a fan of their music, it was a surreal experience meeting them. It served as a reminder to take myself more seriously in the music industry. Subsequently, I ran into Quintana Mills frequently at the studio, and this year, I had the privilege of presenting him with a midnight hrs package. It felt like a full-circle moment and something I’m proud of.
Working with like-minded individuals here at the media studio, Moment Studio. We had the opportunity to shoot the recap video for FRVR Friday at the Hollywood Theatre in Vancouver on August 26th, an experience with media passes that was both cool and new. Although the video’s sound design took precedence and the final video didn’t materialize, being part of the process was still memorable.
It’s incredible to realize that despite our diverse roles and collaborations, we’re all people striving to make music in the industry. Collaborating with others is something I cherish, and I’m grateful for the supportive team around me.
Your team isn’t only your team. And I think both of us can attest to that facet. Any shout outs, or moments you’d like to share?
I think the biggest shoutout would be to my friend Deki for starting this journey back in 20, having the idea in 2021 but not executing it until 2022. It’s something I’ve been wanting to do for a while, and he actually came up with the name after I struggled to decide on one. We launched on my birthday, and since then, I’ve been collaborating with producers like 4evrshx, a producer here in Edmonton whom I’ve been close with since the beginning of my journey. Now, we’ve also added Don Visuals and ConfinedRiley, a fantastic photographer from Edmonton. So he’s part of the team too.
It’s been slowly growing, working alongside Moment Studio, John B Films, and Mina. We’ve all grown closer over the past few months and have been creating a lot of visually stunning content, not only for myself but also for midnight hrs. We have a project coming out on Halloween that we’ve been working on in Vancouver not too long ago, with the team. So while the team is small, it’s growing steadily. It’s not growing rapidly yet, but the people we’re bringing in slowly are those we highly respect and value.
Heading such a venture isn’t an easy task either. How do you find time in your life to balance so many constantly evolving ventures? Any tips or tricks for our loyal reader?
Having such adventures isn’t an easy task either. How do you find time in your life to balance so many constant adventures? Any tips or tricks for a loyal reader? Funny you say that because I was just talking to a friend, saying I don’t have enough time. I don’t have enough time to manage anything. I don’t think a lot of people know about me is that I work a full-time job and I also go to school full-time.
So, having to manage school full-time, work full-time, and midnight hrs, the rest of the time is obviously pretty busy. There’s a lot on your plate to handle and stuff like that. Balancing what you do one day with another day but… I think having my workplace be so flexible with my hours and what days I can work, what days I cannot work helps out a ton because I’m able to go on trips all of a sudden to shoot content and to capture moments. I’m able to go places to shoot music and go to events, and there’s always compensation and a good factor that comes from that.
So, it’s definitely something that I’m super happy about and definitely trying to balance, but if I told you my work-life balance schedule for everything, you wouldn’t believe me. Also, trying to hit the gym too, trying to stay mentally and physically fit, it’s hard. Sometimes you’re not always balancing yourself like that. But I try my best, and I think one thing that people can actually take away is there’s always enough time in the day to do what you love to do. There’s always that.
I’m out of questions, and you’re probably tired of reading. So I’ll cut this here. Do you have any final date drops, events, shows, music or services to plug?
Thank you, Hash. So, new music is set to release in January, whenever this interview comes out. If not, I have one more single dropping in November and then a pause until January to release more. After January, we’ll be dropping new music every three weeks until the end of the year. It’s going to be a fun journey and challenge for me, but with the team I have around me, I’m super excited.
On the note of midnight hrs, we’re launching our fall collection on October 31st at midnight, Halloween. It’s going to be pretty cool. The videos aligning with this drop are super cinematic and creative. I’m excited to showcase to the world what I’ve been working on. Yeah, we’re dropping a smaller collection focused on one named item: skull beanies. The idea and the promotion we have are pretty cool. We’ve got cameos from local Vancouver artists and producers, and we’re thrilled to show people the vision that Edmonton has for the public. midnight hrs is not just a clothing brand, but the clothes that come out are an expression of art from what we do.
As this absolute behemoth of an article comes to a close, it’s finally time to explain the title. As it only makes sense in context of Vict’s progressively legendary career.
Cause i’ve seen Vict conceptualizing, curating, and creating for nearly half a decade. He’s continuously refining his craft, be it the music that brought him into the space, or midnight hrs, and their litany of success since their inception.
And yet it wasn’t luck that brought him to this point. Nor was it fate. It was a stone cold determination backed by an iron will to do what was necessary. A bone deep certainty in himself, his team, and his family.
And so, Ceasar’s now legendary words continue to ring true. For Vict has come, has seen, and has won.
So, godspeed friend. May the westerly winds forever bear your flight, even on days that begin at midnight.