Without a strategy, but with a vibe: Dima Urih on music and popularity

      Dima Uric is one of those artists who doesn't try to appear "perfect." Without a polished image, loud statements, and a clear strategy, he continues to gather the audience's attention and make music that captivates with its naturalness. We met with the musician and talked about his first viral tracks, hate, inspiration, and life without expectations.

      — Dima, when I was preparing for the interview, I remembered that back in 2017, I filmed a reel to the track "Price Tag." And now I was surprised that it was you. Have you been in music for a long time?

      — Yes, that was indeed 2017. Back then, everything was just for fun. My friends and I weren't really doing anything special — we just uploaded tracks and that was it. The funniest thing is that the part that later went viral on social media wasn't even supposed to be in the song. We just sang it for fun, I even suggested deleting it. But the guy who was recording said, "Let's keep it, it's cool." In the end, people started filming everything under it — cars, food, some nonsense. It was fun.

      — After that, was there a break, or did you continue making music right away?

      — There was no strategy at that time. We just did what we wanted, enjoyed it, and posted it. I didn't even shoot music videos, I didn't do anything at all.

      — What motivates you now?

      — Material things don't interest me at all — they're boring. I want something complex that is hard to realize. For example, I like to provoke people, to break their perception. Nowadays, people love to discuss everything, to come up with things about you. But I actually like it — it means it evokes an emotion.

      — So even negativity is good?

      — Of course. If everyone didn't care — that would be worse. Any reaction is attention.

      — Where do you find inspiration?

      — That's the most difficult question. Sometimes it's just not there, and we sit in the studio thinking about where to find it. But I enjoy the process of creating music itself. When it's not there — that's when it really gets tough.

      — Are there artists who inspire you?

      — There are, but there's an interesting point — a slight envy. Sometimes you listen to someone and think: "I don't like it... or is it just too good?" But it's a good feeling — it pushes you to move forward. Among artists, I really liked Skriptonit. In pop, Dima Bilan. For his longevity, for how long he has held on. And Philip Kirkorov — he's really timeless.

      — Why do you hardly shoot music videos?

      — Because it's ineffective. You spend a ton of money, time, and effort — and in the end, you get 5 thousand views. Then you shoot something on your phone, just for fun — and it gets 100 thousand. Right now, naturalness is more important than production.

      — Are you living the way you wanted now?

      — Yes, everything is fine now. But there's a nuance: I like the process more than the result. When you achieve a goal — it becomes boring.

      — Do you give yourself a break after achievements?

      — No. I tend to undervalue the result and move on. I did it — and then I'm like, "So what’s next?"

      — Describe yourself in three words.

      — Loyal. Demanding. And... a bit "crazy."

      — Do you have any wishes for people?

      — Don't listen to other people's advice. Everyone gives it from their own perspective. It's better to look at people's actions, not their words. And draw conclusions.