IN CONVERSATION WITH PROPPAGANDA
Interview by Samo Šajn
Blending electronic music with bold visuals and a focus on risk-taking, proppaganda is building a world that goes beyond the music itself. His latest single, “Runnin Mad,” brings a higher-energy sound alongside a cinematic dance battle and global competition. We caught up with him to talk about the new release, his creative vision, and what comes next.
“Runnin Mad” marks a noticeable shift from the more melodic textures of Aerial Sessions: 001. What pushed you toward something more high-energy for this next chapter?
First, thank you so much for taking the time to interview me. I really appreciate it. The setting dictates the kind of vibe I want to play or make, so for this next chapter of videos, which involve risk and live shows, I wanted to crank it up a notch and bring more energy.
When I’m in nature or outdoors, without lighting or production, it’s fun to play with more melodic styles. These next 10 releases are packed with more energy to complement the moments around them.
The video for “Runnin Mad” follows Cambria Val entering a dance battle with the odds seemingly stacked against her. What interested you in using that story to represent the track?
I’m really happy you asked me about this. We wanted to showcase a moment where an individual had all the odds stacked against them and had to risk it all to come out on top. Cambria prepared for the moment, had to lock in after the first round, and make it happen.
This video is a real-life analogy for everything I’m putting into this project. The odds are stacked against me, I’m risking a lot to try and pull this off, and I want my videos to capture real-life situations that we can turn into stories.
You’re taking “Runnin Mad” beyond the release itself with a global dance competition and a $2,750 prize pool. Why was it important to make the audience part of the project rather than simply have them watch it?
I think it’s challenging to break through the algorithm and build community. We’re competing with paid ads, AI content, so many creators, and constant algorithm changes that limit reach. Community-based efforts are my favorite part of this space. Offering challenges is a great way to break through the algorithm, find talent, and showcase that talent to the world.
Cambria Val and Jomo Lee are central to the visual and are now judging the competition. What made you feel they were the right people to bring this idea to life?
I met them through a friend of mine named Denyc. I saw a few videos of Jomo and Cambria and instantly knew they had the talent to pull it off. I didn’t care about follower counts or social media engagement. I was just looking for two talented people who were up for the challenge. I can’t wait for the Jomo Lee redemption video soon!
There’s already a very defined visual language around proppaganda, from the cinematography to the styling. How would you describe that world in your own words?
I would say the proppaganda aesthetic is a hub for risk-takers who love the rollercoaster ride and have a passion for clean streetwear. We like the finer things in life. The aesthetic is all about gambling on yourself, never doubting yourself, and trying new things. We do things that haven’t been done before and are hard to duplicate.
Your previous projects have taken you underwater with sharks and into the sky above Brazil in a hot-air balloon. With “Runnin Mad,” the risk is less literal. How important is that idea of risk to everything you create?
The risk in this video was that Cambria had the odds against her because of how talented Jomo was, and she needed to come back and win. Knowing what was at stake, she found a way to do it.
Sadly, not many people are willing to BASE jump off platforms or swim with sharks for video content, so we had to dial it back in a way that allowed other people to get involved while still aligning with the brand identity: RISK OR REGRET.
Is “Runnin Mad” a sign of where proppaganda is heading sonically, or do you still want each release to exist in its own world?
There will be more Risk or Regret videos built around real-life experiences that we turn into art on the visual side. Sonically, I’m using fully custom, original synths and creating more high-octane moments.
Beyond the music itself, proppaganda increasingly feels like a platform for other creatives. Is building that community becoming as important to you as building your own identity as an artist?
The objective is to showcase talent that potentially would never have been noticed. I wouldn’t be here today without people giving me chances, and we never know what could unfold from showcasing someone who takes a risk and tries to win with us.
