Sonny Digital is a pioneer when it comes to the sound of Atlanta Producers. He has been growing his image tremendously since his break in 2011 with the hit “Racks on Racks” with YC and Future. With production credits with 2 Chainz, Kanye West, Future, and Beyonce, this young producer has been one of the go to music geniuses in the music industry.
What is your creative process when making beats?
Really I just smoke and vibe out. I don’t have a set process when it comes to making beats, it just flows out naturally. If I hear something I like I’ll lay it down and just keep building from there.
What artist do you want to work with that you haven't already?
At this point in my career I really just have fun with my production and don’t worry too much about what artist I choose to work with. I think it would be real dope to do a song with Snoop Dogg though. He’s an OG and I feel we could make some classic tracks together.
What has been your biggest obstacle as a producer in the music industry?
Basically advocating the importance of the producer. Without our talent the artist would be nothing. We’re the main reason the music is hot, you don’t see artist out here spitting acapella. [Laughs]
What advice would you give to upcoming producers?
Always remember that the artist needs you not the other way around. Don’t be so quick to give into the artist’s demands when you are the one putting in all the work. Everything should be mutual. Once the artist gets out of hand, let them go and move on to the next. If people are constantly looking for your sound you will always have clientele.
What are you looking for when searching for new talent to work with?
I don’t go out and actually look for new talent. I’m always listening to new music but just because I think its good doesn’t mean I’m going to reach out to work with you. I’m big on relationships and vibes. If I don’t know you I most likely won’t try and work with you like that. All the new artist in the past that I’ve worked with have been through referrals so I’m more comfortable with them. As a producer its important to be on the same page with the artist you’re working with. Its hard to do that when working with a stranger.
How important is it to brand your image as a producer?
A producer’s brand is the most important thing. The way your image and sound is portrayed is how you are able to be successful in this industry. Producers now have to move and act like the artist in order to get artist money.
What achievements are you most proud of to date?
I don’t get to caught up on past achievements like that because I’m still not satisfied with where I’m at. I got a lot more I’m trying to accomplish, and I feel I’ve only reached the tip of my potential.
What panels or showcases will you be a part of at A3C this year?
I got several appearances this year. I’ll be at Five Points Music Group: Hood Stock showcase on Oct 8 and talking with Kyambo “Hip-Hop” Joshua about the History of Trap Production with Zaytoven Oct. 10. I’ll be popping in to see a few other showcases as well.