Xavi Herrera, a junior studying biology from Tennessee, is known in the music industry as Xavi. He is a music producer who started off making music by himself and just two years later, he is working with big names such as Riff Raff and WCnoBeat in Latin America.
Herrera recalled, “My freshman year I went to a Tyler, the Creator concert. I remember the mosh pit and everyone was going crazy and having a good time. I want to make music that people can get crazy to. It’s a great stress relief. Music also really helps define friendships, great way to connect with others. It’s just a lot of fun.”
Herrera explained his drive to develop and meet his potential. “At first, I just wanted to get better. Now I know my value. My main drive for me is to be the best. I know where I’ve been and what I can do now. It’s not a prideful best. It’s just something that I love and know I can be better at.
“Rojas, music producer, producer of XXXTentacion’s hit song ‘Look at Me!’ helped me a lot, but I don’t want to be under his umbrella anymore. He knows how far I’ve come. Now I’m working with other artists that aren’t big, and I’m trying to help lift others up. I’m trying to take up others with me too.”
What inspired you to get into music production?
“Where I served [my mission] in Brazil, music was huge. Music was always playing in the streets. Music was how I learned Portuguese so well. When I got back, I had a lot of free time. I didn’t go to school right away, so I wondered what I could do with my free time.
“Me and my dad were at the music store, and I thought, ‘I’m just gonna go for it. I’ll just try it out, as a hobby.’ Then I got addicted. I thought, ‘I cannot stop.’ There were several weeks where I was pulling all-nighters non-stop. Staying up all night, just figuring things out on my own because I had nobody teaching me. I taught myself. It was an interest and then fell in love with it. My first EP that I made was inspired from my time in Brazil.
“I just wanted to get better. I wasn’t content until I had stuff sounding the way it should sound. I would stay up late looking at YouTube videos on sound [and] drums. I was looking up different 808s and try to make things sound as good as they possibly could. I had to figure it out.”
Why are you passionate about music?
“It’s helped me to be more focused. It’s helped me with time management and to do things as best and efficiently as I can. Music has taught me to take love and care of what you are putting out in everything.
“If you have actual talent and you know you have it, don’t be afraid. Hard work beats talent. If you work hard, you’ll make it. Perfect your craft and don't be afraid. Just keep going. Persistence has always won.
“My wife is super supportive. She’s my anchor. I feel like she’s the reason my music started taking off for me. After we committed to getting married, everything just started falling into place.”
Words from Xavi’s wife
Xavi’s wife, Hannah Herrera, spoke of her husband’s passion for music, saying, “Xavi’s passion, dedication and humility in regards to music is hugely inspiring. I’ve never seen someone so tirelessly go after something they want. But most importantly he is humble and patient and attributes every blessing and opportunity back to Heavenly Father. He is such an example to me in so many ways.”
Herrera continued, “I may not be super into all of the music he listens to, but I do love the beats he creates and sometimes he’ll ask my opinion. I’ve even made a few beats with him.
“I try to show support by making his life easier in other ways so that he has the time and creative space to make music. I try to support him in moments of discouragement and remind him of how far he has come. We’re excited to see what the future holds.
“Like for example I’m studying peacebuilding and my career may not be as conventional as a 9-5, Monday through Friday jobs. It may require some sacrificing and travel. But my husband is always so supportive of me and my goals so I want to be the same for him.
“I honestly love that we are both pursuing creative paths in life, not necessarily what are traditional careers.”
Herrera said while there are stereotypes around the music industry and uncertainties about their future, she said it is important to pursue passions and make a career out of what you love.
How did you find your way in music production and get with artists?
“The internet is one of the most amazing things. It opens so many doors. I went from zero to 100 in a month. I was just making beats; I couldn’t get placements with anybody. Nobody on the island. Last year Rojas came to the island and I messaged him on Instagram. I had everyone on my Instagram message him. I told him I wanted to play some music for him”
Xavi said he didn’t care if Rojas told him his music was bad. “I just wanted to hear what he thought because I never worked with any other producers. I ended up meeting with him and played beats for him and he said my beats were hard. He invited me to join him on his label and help me get exposure.
“From that experience, which was in May, I got some exposure, and I’ve been working with new artists almost every week. I had a placement with Riff Raff, and some well-known guys down in Latin America. It’s really helpful to have someone on the inside.
“I know the Lord was like, ‘Here you go. You’ve worked hard.’ I don’t think the Lord really cares about rap. But I’m sure he cares about his children doing what they love. If you’re doing everything you’re supposed to be doing, to be worthy of blessings, Heavenly Father will help you out. You need to do what he wants you to do.”
How long have you been playing music?
“I started playing guitar when I was 9 years old after watching the ‘School of Rock.’ A few years later I started playing piano, and I played both throughout my childhood up until now.
“I started producing music as soon as I got back from my mission. I just started out with a laptop and a music-making program, GarageBand. I saved up money while I was working to buy better programs. I been sticking at it for two-and-a-half years now.
Xavi said during the school year he tries to make five beats per day. “That’s like two-to-three hours per day," he explained. "When I’m off school, I can go all day. I’ve done more than 15 hours a day in the studio some days.”
What are your musical interests?
“My favorite musical genre is Bossa Nova, which is Brazilian Jazz. When I was younger I listened to a lot of rock: Switchfoot, AC/DC, Led Zeppelin. I also mingled with Spanish music. In high school, I got really into hip-hop and R&B: Chief Keef, MadeinTYO, A$AP Rocky.
“I mostly make rap, trap [a style of Hip Hop] and R&B. I’m also collaborating with some producers from Brazil. I’m planning a trip in April to go down to Rio de Janeiro to work with a big hip-hop producer down there. It’s Brazilian rap. I make a lot of Latin trap.”
Who has inspired you musically?
“When I was little, OutKast, The Neptunes, Pharrell. That stuff is just beautiful. I’ve always been in love with music.
“When I first got back [from my mission], a rapper, MadeinTYO, was blowing up. He was getting big. I loved his vibe, his sound. I was like, ‘Yo, I wanna make stuff like this.’ It’s heavy. It hits. It was wavy. I listened to a lot of him, and his brother, 24hrs.
"What’s funny is that this last week I got to work with the brother, 24hrs, and I got both of them on the song too. MadeinTYO inspired me initially, then I ended up working with his brother.”
Writer: Will Krueger