Tell us about yourself.
I am Jordan Sherman. I sing, produce, and play many instruments. I was born and raised in South Florida and have been living in Los Angeles for almost 3 years. I am a professional musician for hire and am usually gigging around 5 nights a week.
Tell us about yourself as an artist.
I love all music and it shows in the music that we make in Yeti Tactics. What is most important to me in making our art is that there is a purpose behind it all. I don’t want what we create to turn people’s minds off, I want it to wake them up and get them to think about life. I love reading and continuing to grow and I hope that our fans are inspired to do so from listening to our music.
Tell us about the genre of your music.
When people ask us this question, we usually paint ourselves somewhere on the Alternative web. With influences from Gorillaz, to Queens of the Stone Age, to Incubus, we like to groove, rock, and take you to a place somewhere in the future.
Tell us about the story behind your song.
“Christof,” is a narrative about a world in the near future where all the citizens are completely enthralled by their devices. In this world, no one will be able to hide from the things they think as the all-knowing brand, “Christof” collects data and paints a completely objective view of the person that you are.
In the early writing sessions for this tune, I was thinking about the idea of God and what that really means. And it is my interpretation that God is the truth. Completely objective and non-judgmental truth. What in our worlds are capable of such objectivity? Computers. So, I made the connection between truth and the ability of our devices to understand who we are better than we do ourselves.
Tell us about the problems you are facing as a musician.
My biggest obstacle right now is working on transitioning from professional cover gigs to strictly original music-related affairs. My gigs pay well and are so much fun, but there is nothing I want more than to be able to pay all my bills off of Yeti Tactics.
Tell us about the recording and production of the song.
We wrote this song about a year ago and it started the way most of our tracks do–in session view in Ableton Live. What I love about creating in this software is the ability to build and create vibes very quickly. After laying down a groovy drum loop, I started messing with some pads and found a sound that both Sean and I liked and I started playing these four major seventh chords in succession that was like nothing else we’d ever created before. From there, we finished what would be the chorus of the song and moved on to the other sections.
Because we write without a drummer but play with one on stage, we always like to make sure to incorporate hits or odd timing to give the drummer something fun to play on. That’s what you’re hearing in the intro section of “Christof,” us wanting to challenge ourselves and whoever we hire when we play live.
The guitar tone is always an important part of our production process and this song has three different guitars (Les Paul for the intro, Telecaster for the choruses, and a Stratocaster for the verses). Every guitar has such a distinct sound and it’s always fun to switch guitars for different sections of a song to see which one feels best. All played through my Mesa Mark V 25.
List the names of blogs, radio, or TV stations that have supported you so far.
Mystic Sons premiered our animated music video!
Tell us more about your music career, experience, and future goals.
I have been making my living as a professional musician for 10 years. I’m 28 now and what’s most important to me at this point in my career is making music that I can be proud of. Music that fills my cup. Music that can help me to get through my own day when I listen to it.
I was a dueling pianist in Canada for a while, played in Irish pubs all over the East Coast, and now work mostly in high-end restaurants in the ritzy areas of LA.
I currently produce and write for a couple of other artists and get called to go on tour as either a guitarist or keyboardist.
I mentioned this earlier, but my main goal for the future is to turn my art project into my salary. With every release, we get a little closer and we are excited to be offering vinyl of our upcoming album.
Brief us what inspires you to write, compose and sing.
I’m inspired by so many different aspects of life when it comes to writing these songs. Currently, I’m very into creating fictional narratives to drive home a bigger point. I’ve been a love songwriter, a breakup songwriter, but now I’m using music as a platform to spread ideas and hopefully start conversations about different issues we all face as humans.
Brief us the top-secret behind making a hit song.
Sincerity. Repetition doesn’t hurt either. There is definitely a formula one can follow if you want to fight for top-tier spots on playlists or potential radio play, but that’s not something we’re particularly interested in. We get criticized for not bringing in the vocals soon enough, for choosing odd chord progressions or melodies, and we’re totally cool with that. I think what artists need to remember more than anything when trying to create a “hit,” is that it needs to resonate deeply with the listeners. That could mean 100 or 10 million, but I recommend not shooting for the 10 million and making music that you and your peers would be interested in listening to.
Tell us the piece of advice you will give to an upcoming artist.
Don’t try to “fit” into any particular mold. Winning the pop game is really difficult today. It can be done, but I like to remove the luck factor when building a music career. Care very deeply about your art and don’t be afraid to experiment. I’m still finding my sound at 28. The reason it has taken so long is that I was always worried about whether or not I was making music that people would like. Now that I’ve been at it long enough, satisfying yourself really is most important. People will notice!
Discuss at length your music careers, albums, songs, tours, recognition, or awards you might have obtained.
I recently played guitar in a month-long Australia tour for a good friend/artist Monique Benabou. I’ve co-written many songs for other artists and will be releasing my third full-length album under my own art projects. Not much recognition or awards just yet other than lots of hits on YouTube!
Tell us how you write your lyrics, compose, sing and record in the studio.
I usually prefer to write melodies before I tackle lyrics. I think most people do it this way so the timing of the lyrics isn’t forced into the song. Once a melody is composed, you can write the lyrics to the melody.
How I go about lyrics differs greatly. Sometimes I’ll just write in a free-flow state of consciousness and decipher what it means afterward, while other times I have a concept that I’ve been wanting to write about for a while, and whatever track we’re producing seems to be a match.
Name the artists you are willing to collaborate with.
When it comes to collaborating, I’m open to working with pretty much anyone. (Especially if it’s on their projects). People I would be thrilled to bring in to produce and co-write some of our stuff would be Jack Garratt, James Blake, and Josh Homme to name a few.
State the links to your social networks and stores for the purchase of your songs.
The animated music video is available here:
Tell us about your happiest day and saddest day.
I’m a pretty even-keeled guy, but my happiest days are being on stage, getting swept up in the energy of a room. My saddest days are days that I have to email people all day for the business side of being an artist in today’s landscape.
Tell us how you will spend a million dollars.
I would build the nicest studio in LA.
Discuss music promotion and how you are boosting your fan base.
There are so many ways to promote yourself these days, but what I find to be the most effective is just being active and being authentic. I used to be silent on all my socials until before a release. I’d post the link, ask people to share, get a very short-lived amount of buzz for a couple of days. Now, I like to start conversations, let people know who I am and what I’m up to all year so when I do have something to promote, all my people are primed and ready to receive. Besides, it’s fun using these platforms to spread positivity and help contribute to the betterment of people’s lives.
Tell us how you manage other activities with your music career.
I mostly just do music. However, I do get so busy that I will have to book a trip overseas for a week to turn off the noise and recharge the batteries. LA is wonderful, but we all sure do like to work a lot.
State your artist’s name and elaborate on it.
Yeti Tactics – We were formerly known as Olympic, which was a google nightmare. So we spent a couple of months throwing names at each other until Sean suggested Yeti Tactics and it just stuck.
State the title of the song and the meaning.
“Christof” – An all-knowing brand/God character from the future.
State the title of the album and the reason for picking the title.
‘Expectation l Reality’
Life is a series of expectations that will never be met in reality. The better we can manage our expectations, the more we can enjoy life. Not to say we shouldn’t have great expectations, but knowing that no matter how you think an event, a relationship, a career, or even a day will go, it will never turn out that way when it happens (for better or worse).