The story behind Empty Pinata is rather interesting. Boasting a successful career as a creative director and a past musical persona in a separate genre, the talented artist is now reinventing himself through indie, surf-rock and new-wave fashion, signalling not just the willingness to evolve and explore diverse aural territories, but also how art follows in life and grows with us.
Recently relocating away from the busy New York streets, Alejandro (the human behind the project) takes comfort in more personal, intimate songwriting, with luscious guitar tones being a constant part of it. ‘I Have A Huge Crush On Doja Cat’ is Empty Pinanta’s latest effort, and the perfect example of what just discussed. Alongside roaring guitar riffs and lo-fi-esque drums, the single highlights Alejandro’s dazzling, authentic vocals, making for a listening experience that’s elegant and satisfying, fresh and striking.
Out now via Trash (label), ‘I Have A Huge Crush On Doja Cat’ anticipates a forthcoming EP, ‘Nail Biter’. Intrigued by the project, we caught up with the imaginative American to find out more about his artistry and future goals… Interview below!
Hey Alejandro, how is it going? ‘Empty Pinata’ is the name of your new musical persona. What does such a persona stand for?
HI! I’d like to think there’s fruit on the tree for the name “Empty Pinata”. Some sort of image or self-deprecating message I wanted to convey, but in all honesty, I’m Spanish yet I cannot speak the language so it’s like a pinata with no candy. Chips and no salsa. On the outside, I’m a Spanish man, but in reality im basically a white man (lol)!
The project carries the torch from previous efforts under a different moniker, ‘LA Rodriguez’. I did find it on Spotify, and I appreciate the massive change in sound and references you are undertaking. What motivated you to embark on a new path?
It stems from the separation from myself and my friends. My wife and I moved from New York to the south of the country, and in my day-to-day life, I’m not in an “urban environment” anymore. Rap and Hip-hop are very social genres. They play well with others in their values, whereas pop music is a bit more digestible but lonely in its writing. I’ve been creatively lonely down here is the short answer. I miss rapping and making beats though – I’ll say that much. For now, the music-making process has been a drum machine and throwing chords on top of it.
Empty Pinata has recently debuted with a bang, the playful, fizzy indie gem ‘I Have A Huge Crush On Doja Cat’. First thing first: will the indie/surf rock imprint be a constant in your future work? Secondly: how did the record come about in terms of production?
The Doja Cat song is one of maybe two surfy songs. Maybe three, if I’m stretching the already stretched imagination by calling any of these songs surfy. I hope to make more since it is a natural place for me to be. I think back to Tony Hawk Underground and those Western comic graphics, and that feels like home to me.
Now for what’s perhaps most curious: how does Doja Cat fit into the song, and do you think she’d feel flattered by the attention?
I think she’d like it. The title perhaps less than the song, but I think it’s cheeky enough in its packaging that she may find it cute and interesting!
You are not only a talented musician, but also an accomplished creative director. How did you move about creating the aesthetic around Empty Pinata?
Firstly, I am by no means a talented musician haha! Although, an accomplished creative director.. I’ll take it! Jokes aside, I feel that this is easier than the creative direction I’ve done in the past. Working with artists is difficult as hell. They’re pretentious, ungrateful, and often flat-out boring. This is the entertainment industry, so let’s entertain. I could have called the song “I Might” or “Take You Out” but is that as eye-catching and fun as “I Have A Huge Crush On Doja Cat”? I am a weirdo so this expression is in a lot of ways simple and logical.
Do you feel more confident writing music alone, or within a team?
Writing alone 10/10 times.
You are obviously a holistic creative figure, very keen on a multi-disciplinary take on making art. If you had to give one advice to fellow aspiring musicians and artists, what would that be?
Just do it. Songs and art may suck to 500 people but there’s a 1,000,000 that’ll love it. If you like something, there’s a great likelihood that a million people do too.
What are the next steps for your project? Anything exciting on the horizon?
Bonfire. April 12th. New Single. Nail Biter. TBD. New EP. Nail Biter Magazine. TBD. Issue 001!
