We had the good fortune of connecting with Avery Cochrane and we’ve shared our conversation below.
Hi Avery, what role has risk played in your life or career?
Generally speaking, I think we often overestimate how big a risk actually is. This is coming from someone relatively new to the ‘real world’ so it may be an ignorant take, but I’ve seen way too many of my friends and contemporaries give up on their passions and aspirations early because ‘there’s too much risk involved’… but really… is there? I’m certainly not implying that everyone can and should give up their steady jobs to pursue their startup, acting career, music career, etc, but also ‘risk’ should never be used as an excuse not to take time each week to take one small step towards investing in oneself. I mean both investing in the literal sense (if you have the means to) and in the spiritual sense. Once those small actions accumulate over one month, one year, or one decade, a person is so much further along than their friend who deemed their dreams too risky and gave up. I understand how much privilege a person has to have to dedicate even a little bit of time (or money) to their passions, and I don’t want to come at anyone with a toxic, capitalistic mindset that implies “work harder, see better results,” but I think even just practicing creative wellness by journaling once a day or going for a 20-minute walk can awake even the most exhausted souls.
Many people tell me that it’s risky to pursue a music career. I don’t see it that way at all. What do I risk losing or missing out on? Spending my twenties working a soul-sucking desk job? I’ll stick to writing songs and waiting tables, thank you! The hardest part for me is overcoming the condescending looks of sympathy from extended family members or acquaintances paired with the ever-dreadful “so, what do you ACTUALLY want to do” but if that’s my biggest hurdle, I think I’ll be just fine. Of course, I’m worried I won’t “make it” and yes, for now, I’m just getting by. But if I can pay my bills each month and continue to create music at a steady pace, that’s success to me.
Good people deserve good things. You deserve to take the risk, it’s really not as massive as you might think.
This take does not apply to just young people. It is never too late to start investing in yourself.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
It hasn’t been easy and I’m nowhere close to where I want to be professionally. That’s the short and not-so-sweet answer. But in all seriousness, I’ve been at this for a little over three years now and it has been the most difficult thing I’ve ever done. I didn’t think it would be this hard. There are so many elements to a successful music career; marketing/branding, merchandise, social media… oh… and having good songs. I say it in that order, (sarcastically if you can’t tell), because that’s the order in which things are prioritized for artists these days. Commercial value. This is heartbreaking to me and thousands of others.
Overall, the two biggest issues I deal with are a) finding a creativity-marketing balance and b) money. Here’s what I mean by a):
If I am on social media, my creativity suffers. If I’m not on social media, who am I even creating for? The short and obvious answer to the second question is myself, I’m creating for myself, which is who everyone should be creating for… themselves. But as someone who actually wants to “make it”, social media is absolutely critical. In theory, I could take a break from the internet. A year would probably be best for my mental health, as well as my art. But I don’t think I could ever follow through with it in practice because then I’ll feel like I’m falling behind. Time is money in the music industry, but also, money is money which brings me to b). I don’t have money and I am not related to anyone with money. I want to be able to spend thousands of dollars on my projects but I also need to survive. I can create at low to no cost, but I find that the quality suffers notably when I do. Also, working day jobs is exhausting and leaves me burnt out and apathetic. By the time I do have some money saved, I realize I don’t have much energy left to write or create. Issues a and b are similar in a lot of ways because they both pertain to how an artist’s best art is sidetracked by necessary evils like renown and financial success.
I’ve had several working relationships with several industry professionals that I’ve left severely questioning the integrity and quality of my art. That is another challenge I can’t seem to shake. Imposter syndrome but in it’s deadliest form.
I am overcoming these challenges by desperately hanging onto my spirituality. This sounds airy fairy but it’s not. It’s all us creatives have at the end of the day, The biggest lesson I’ve learned so far is to be kind. Especially because others are not.
I want the world to know that I’m listening and paying attention, not just to the things that are happening to me, but that are happening to all of us. That is and will continue to be reflected in my songwriting. I studied politics in college and I hope to shift some of my songwriting from being less about immature heartbreaks and brief love stories to more about socio-political commentary and sensitive topics (though all songwriting topics are very important!). More than anything, I wish to create an entire project: A 10-15 song album accompanied by several photoshoots and music videos, press releases, and a social media campaign. Ideally, the release of this project will be to a vast, loyal, and eager audience that I have spent time growing and nurturing. In short, more than anything, I want to create something pointed and thoughtful and I want many people to watch and listen to it.
Despite all of these challenges I’m not going anywhere and my knuckles will remain white.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
The thing I love the most about living and creating in this city is the built-in wonder and nostalgia that comes from just taking a lap around the block. If someone was visiting the area, I would first take them to the Washington Park Arboretum for a stroll, rain or shine. It’s probably my favorite place in the city. Then we’d drive over to Madison Park and get sandwiches at Madison Kitchen and take a drive past Kurt Cobain’s memorial bench and the tennis club that inspired one of my songs (not as a member, but as a curious observer). If it was the summer, we’d swim in Lake Washington off the fire docks at Leschi, if it wasn’t, we’d head to the University District to do some vintage thrifting at Lucky. We’d have happy hour and dinner in University Village (at Rachel’s Ginger Beer and Ba Bar) then head to Capitol Hill and check out who’s playing at Neumos that night. That enough for one day?
Also during their visit, we’d head to Whidbey Island for at least one full day to try and spot orcas and eat mushroom risotto at Primi Bistro in Langley. Then we’d catch the sunset at Ebey’s Landing. I know I said the Arboretum was my favorite place in Seattle, but Whidbey is probably my favorite place on Earth.
Downtown Edmonds is another spot I always recommend for visitors. Ever seen Gilmore Girls? It’s like Stars Hollow but right on the water and train tracks. Live music, seafood, farmers market, and Edmonds Bookshop that I love.
I could list a million more must-sees. There are classic tourist destinations like Pike Place, for really amazing bao buns and fish-throwing spectating, there’s the aquarium, and the Space Needle. All of those spots deserve the hype. We’d go on a weekday to avoid the crowds though.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to dedicate my shoutout to my amazing parents, who have unwaveringly supported my music career since the beginning. Todd Cochrane is the best baseball-playing DADager anyone could ask for, and when nobody else comes to the shows, he and his Theta Chi pledge class of ’81 are all in the front row.
Shoutout to Aztec Music Group at San Diego State and “the Dreamboys” for helping me secure my spot in the San Diego scene. I’m back in Seattle now but haven’t forgotten y’all and never will!
Also, please everyone read “The Artist’s Way” by Julia Cameron (get the workbook version). It will change your life!
Website: https://avercc.komi.io/
Instagram: @avercc
Twitter: @avercc
Youtube: Avery Cochrane
Other: Spotify/Apple Music/All other streaming – Avery Cochrane
Image Credits
Katelyn Berberich
Sophia Kingsley
Luis Arellanes
Maya Isa
Huy Huynh