BWW Interviews: Levi Kreis talks IMAGINE PARADISE, VAMPIRE DIARIES, and MILLION DOLLAR QUARTET

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BWW: IMAGINE PARADISE is your fifth studio album, correct?

Levi Kreis: It's...let me count. (Laughs) It's actually my fourth studio album. It is my sixth release. I have a live album, and I did release a collection of early demos that I put together with various labels and producers back in my days in LA. But it is the fourth studio album.

BWW: So, what separates this album from all of your other albums, considering you haven't released anything in four years?

Levi Kreis: I released WHERE I BELONG in 2009, and I released it during the Chicago run of MILLION DOLLAR QUARTET. While I was doing the show I was also promoting the album, and it was a lot to do. Doing eight shows a week and then flying out to a different city to do a Monday night show to promote the album got to be a lot. I sort of was wondering whether or not I would jump back on that kind of hustle and do another album, especially since--post Tony's--I was interested in adding onto the list of films on my resume and potentially other stage shows. I was not quite certain I was going to dive back into the indie music thing. As I'm sure you know, independent artists, when you're not with a label or don't have huge corporate money behind you, are kind of a jack of all trades. It's everything from being your own booker, your own radio promoter, your own tour manager, your own web designer, your own graphic designer, your own producer. and your own everything. It's really overwhelming.

I was talking to a friend of mine, and he was like "why don't you try this Kickstarter campaign and see if your fans can weigh in on whether or not [you should] do another album? Maybe it will help you have [a] better budget, better financial support, and a greater opportunity to do the album you've always wanted." At the end of the day, I agreed to give it a shot. It ended up being a very successful campaign. This album's different from the other albums in that this was the first opportunity I ever had to really take my time and write for the songs on the album. I wrote around 50 songs and tried to pick the ones that represented my backers the best and were also really strong songs. I think the budget allowed me the freedom and opportunity to hone my craft in a way I haven't before. I think these songs, personally, are stronger from a song writing perspective than my previous work. My debut album did really well, and its been on everything from The Apprentice to The Vampire Diaries. That CD cost $200, and the quality is poor. The songs still resonate, and it's still the best selling CD so far. But, I think it made a big difference taking the time to hone my craft and give it the best possible effort.

BWW: Kickstarter is such a big deal now because people are realizing the power of a fan base. Would you turn to Kickstarter again for another project?

Levi Kreis: I'm on the fence with it. I probably would turn to Kickstarter for a project if the project was benefiting a charity. I consider it sort of a good faith investment in a way, and fans kind of give you that support. I think it's my responsibility, and the artists responsibility by and large, to take that opportunity from a business perspective and ask questions like, "How can I set up this product to make me the kind of income that I can then support myself?"

I don't think artists should depend on this stuff. I think that we need to learn how to be really good business people and take that opportunity and then grow and expand our own savvy business, so that we can support ourselves. I think it's really great for starting out, and, for me, I felt like I was starting out. I mean, I say this in a lot of interviews, but being that I am just four years sober, and this is the first album I've actually done with a clear mind, I got to go back and reevaluate and redefine every way that I do business. For me, the Kickstarter was an opportunity to then go back and say, "Okay, now how can I build my business in a way that it supports itself and really honors my fans' support?" I think that's kind of important.

BWW: Did you have any other big inspirations going into the album? Anything that pushed you?

Levi Kreis: I tried to go back to the music that I loved to hear on repeat myself. I feel my previous albums were informed by music that was popular at the time. In THE GOSPEL ACCORDING TO LEVI you can kind of tell Kelly Clarkson's album was a big hit a the big time. You can listen to WHERE I BELONG, and hear that Gavin DeGraw was really hot at the time. I was sort of trying to cater to what the radio was actually playing. This [album], I didn't worry about that. This was purely about crafting a style of music that makes me happy. So, I started going back to who I consider to be the real singers, who knew how to turn a phrase, who knew how to have note value. Singers like Patti LaBelle, Luther Vandross, Anita Baker, [and] Aretha Franklin. I challenged every way that I sing. Also, being someone who's not a smoker anymore, I found that, all of a sudden, I had this range and voice that I hadn't been able to utilize for years. [It] was really fun to sort of immerse myself in the vocalists that truly are excellent at what they do and then start getting playful with my own voice. Finding different ways to turn a phrase, to create a different tone, to get creative and fun, and to tell a story in a way that, I guess, I haven't before, that was really rewarding for me.

BWW: Do you have any songs on the album that you hold close to heart?

Levi Kreis: Probably the last track on the album, "Let It Go." "Let It Go" reminds me to be compassionate towards myself. I don't know if I speak for other perfectionists, but I tend to be really intolerant with my shortcomings and kind of real judgmental about mistakes I've made in the past. For me, it reminds me that every mistake is a valuable lesson. Every experience informs and defines who I am, and that it's all good.

BWW: You have multiple records worth of music out there. Is that surreal? Have you ever looked back on how much music you have put into the world?

Levi Kreis: I think that I have to remind myself to look back. I get so focused on what there is yet to do, I forget to stop and appreciate what has been done. I probably need to take that question as Brittany giving me advice and saying, "You should look back and appreciate what you've done." (Laughs) I get so consumed with what the next step is, and the next step, and the next step. I think for anyone who makes a career out of [it], there's always up and downs. It's the moments that you endure that make the longevity of what one desires. I guess taking time to appreciate it would be a good idea, huh?

BWW: Yes! You must be such a master in the studio now. Do you just go in and know what you are doing?

Levi Kreis: Yeah. I recorded my first album when I was 13, so I've literally been in the studio my whole life. From being a studio singer for other people to being a studio session player on the piano, the studio is the place where I have always been comfortable. I feel like this particular process with IMAGINE PARADISE actually gave me a system where I feel like I could probably take on the next record by myself completely. You know, I'm co-producer on this one, and I had a couple of wonderful producers to help guide me through the process. I'm sort of getting to the point where I would like to try to do the whole thing by myself.

BWW: Would you say it's a new experience in the studio every time?

Levi Kreis: It's always a learning process. It's always about going back and trying to be more of yourself. What I mean by that is that I think I'm learning more and more what the true definition of a recording artist is. I think we've lost that in a world where auto tune is so prevalent with singers. The art of singing is really something that you still enjoy on stage and in the Broadway world. In recorded music, you don't hear that kind of expertise anymore because it's just so dumbed down. For me, I'm always going back to try to learn how to bring more of my individuality to a phrase and how to bring more of my own personalized expression into a song. I think it's an ongoing thing. As we begin to get more familiar with what our strengths are, what our uniqueness is, and what our individuality is, we can use that to enhance and expand the roles that we do.

BWW: You mentioned the Broadway stage and this is BroadwayWorld.com, so I feel obligated to ask about MILLION DOLLAR QUARTET and your experience.

Levi Kreis: It's done well. They're in [Las] Vegas right now. The touring company continues to travel the country, and they are the little engine that could. I'm really proud of everybody who has been behind this show. The experience of being on Broadway is like nothing I've ever experienced. As an independent artist, you work alone a lot of the time, unless you have your publicist or guy at the label. To be in a community of people who are so remarkably talented, who are so remarkably supportive, makes the experience of being like creating a family. Nothing compares to that. To be a first timer in that world and to have the support of that community was very humbling and gave me a greater sense of confidence in what I do. I [was never] a confident individual, I've always been just full of self doubt, etcetera, etcetera. But, it really invited me to believe that what I do is worth me believing in. People think wining a Tony award is a great professional boost, but for me it was about what it did for me as a human being. As a person, [it] helped me believe in myself a little better.

BWW: Did you always have your sights on Broadway? Was it something you strove for or fell into?

Levi Kreis: Me and acting have a very interesting relationship. I grew up in the studio writing my own songs. I was touring by the time I was 14 and 15, trying to sell my CD's. It never occurred to me that I was an actor. I knew that I was a wonderful interpreter of music. That was always instinctual. That was one of the things I could do. I never made comparisons of interpreting a song to interpreting a character until I started having these random experiences in Los Angeles where I had a friend who said, "Hey, you gotta go out for this movie." I thought, "Hahaha, sure I will." And, I ended up getting one of the lead roles in a film. Really, that work came to me in the most unconventional way. It was sort of like the universe was forcing me to put this on my radar, acknowledge that it's in my tool kit, start honoring it, and doing it. Acting was something that I never pursued, so the fact that stage shows began to come to me, films began to come to me...(Pauses) It's not like I have a huge, extensive resume, but enough that I now need to realize this is part of who I am. This is what I do every bit as much as music. To honor that, give myself to it, and know that this is part of my future, it's kind of nice to finally accept that.

BWW: Would you ever consider going back to the Broadway stage?

Levi Kreis: Absolutely. I wouldn't want to repeat the same kind of role. I know that most people only know me as Jerry Lee Lewis. But, there have been other stage roles and other things that I've done that are so different from that, that truly are more layered and satisfying as an actor. While I loved the Southern comedy that the role provided for me, there are more interesting things out there to do as an actor. Eventually, I'm sure the right role will present itself, and I will find it interesting enough to pursue it and find myself there again. I'm absolutely open to it and very excited about that.

BWW: Are there any shows on Broadway now that you look at and think, "I could be in that?"

Levi Kreis: I've probably thought about that in regards to ONCE.

BWW: I don't know why, but I just knew you were going to say that!

Levi Kreis: (Laughs) I adore that piece, the music, and that sort of thing. But, my greatest love is actually being on the ground floor of new musicals. I love helping to originate the role. The big appeal for me, if coming back to [the stage], is to create a new work. I've always been supportive of new works programs in theaters across the country. They're so important with the young up and coming writers and musicians that are out there. I want to see their voice make it to Broadway. If I can actually take that route rather then hopping back into the limelight, build something with somebody and watch it succeed and land on Broadway, that's so much more rewarding for me. I'm actually trying to take more note of things that are in development because I just simply enjoy that process.

BWW: You were talking Patti LaBelle and Earth, Wind & Fire. Do you have any other musical inspirations you like to draw from and be inspired by?

Levi Kreis: My absolute favourite style of music, beyond theater or anything, is classic R&B. I am always going to go back to the music that was inspired by the church, which is where I grew up in east Tennessee. Gospel music informed R&B, and there is something about that, that to my ears, makes the most sense. I can't give any better example, as far as who impacts me, than Luther Vandross, Aretha Franklin, Anita Baker, Whitney Houston, and Mariah Carey. Those R&B singers have created a quality of career that is sort of timeless, and I think that is what I'm attempting to do with this new album. I wanted to go do something that feels classic, not trendy.

BWW: If you could collaborate with anyone, dead or alive, who would it be?

Levi Kreis: Oh dead or alive? (Sings) DEAD OR ALIVE. Gosh...I am going to say Jessie J. I love that the UK has, in my opinion, better music than the United States has right now. I appreciate the fact that they even have an understanding of a R&B theme that crosses different genres. I don't know. I love her artistry the more that I get to know her and watch what she does. Maybe her publicist will see her name in this article and hook us up because I adore her.

BWW: You mentioned how a lot of your past songs have showed up on huge shows like The Vampire Diaries. Did you foresee how well the song featured on The Vampire Diaries would be received?

Levi Kreis: No! Had I known, I would have taken full advantage of that opportunity. I signed onto YouTube days later thinking, "Oh, great, this was on a television show," and someone had posted the song "I Should Go" in their own video with over a million YouTube hits. I [was] like, "Great. Well, I certainly missed the boat on that one. I could've used that for all kind of publicity, and I had no idea it was going to be as big as it was." [It] just took off ahead of me. It's still fantastic because I've gotten to know so many new fans across the world. It truly has done more for me than anything else in my career as far as building a fan base, introducing me to new fans that are global, and bringing them to the table for my own music.

I have to admit, I've never seen the show before. I didn't know anything about it, let alone the rabid fan base that follows that show. It was truly a total education for me, and even still to this day I can sign onto Twitter and find people talking about it. Of course, I try to say "Hey, thanks for mentioning it," but I'm finding that the reach of the song, even now, is still so powerful. Truthfully, [it is] the most effective moment of my career so far, and [I] was totally unprepared for it.

BWW: Do you know the context of the song in the show?

Levi Kreis: It was the season two finale, where Damon and Elena finally kiss. It was the perfect scene where that song became a definitive moment for "Delena" fans. (Laughs) You like how I speak the language right?

BWW: And now there are tons of videos for Damon and Elena, correct?

Levi Kreis: Yeah! At first, I was thinking, "Oh, maybe I should try to limit the amount of videos on YouTube that are using my song without referencing me or supporting the actual sell of the song." It was hopeless. There's too many of them. (Laughs) I realized, "No, this is good. This is the sort of thing that every artist dreams of," bringing your music into a phenomenon where fans will never forget you.

BWW: Would you consider writing songs exclusively for soundtracks?

Levi Kreis: Absolutely. As a matter of fact, I always think of that when I'm writing my album stuff. One of the biggest things I think that independent artists have at their disposal is the ability too be an affordable option for major television networks. If they wanted a Black Eyed Peas song, then they'd be paying a remarkable amount of money for it. So, as I craft albums, I try to think of those universal themes that would be conducive to a lot of different plots on television shows. It's always in my mind. It's always something that informs the writing of every song on my album. I'm also a big fan of TV music. I'm the guy who always looks up the artist that I heard in such and such scene.

BWW: Would you ever want to have your music available to be covered? That's such a huge thing considering the nature of SMASH, GLEE, and NASHVILLE?

Levi Kreis: I think that would be a fun experience, and I am also not ruling out the idea of actually taking my song craft and story telling ability into musical theater as well. I find it would be a rather natural fit for me to craft the music of a theater piece. I'm sort of putting those feelers out. I think that it would be a really fun experience [to write] the music and lyrics of a new show.

BWW: Is that something that's been on your radar for a while?

Levi Kreis: Only because I've had so many musical theater people insist that I should, especially after hearing my debut album, which has a lot of story songs. So many people tell me that it's a natural fit that I am beginning to consider it and think, "I should put some tangible thought into making myself available for a book writer and create the music and lyrics for their vision of what a show could be like."

BWW: Like RENT, NEXT TO NORMAL, and that kind of spectrum?

Levi Kreis: Yeah, [or soemthing like] WICKED, [which is] more pop-rock. Both, I think, would be a fit for me. Even legit musical theater to me seems like a natural flow because anything that's really melody driven, that's a fit for me. I think, we will explore it, we will figure it out, and next time we talk, I'll be like, "Hey, Brittany. I got a new musical here that I wrote."

BWW: So, last dream-esque question. Who would be your dream casting in your would-be Levi Kreis musical?

Levi Kreis: Great question. Eden Espinosa. I've seen her through her performances. [I saw her] in Brooklyn. She's just truly remarkable. I love her. I would love to actually be in a show opposite [her] and have the opportunity to sing with her. That would rock my world.

BWW: Shifting back to the record. What is the reasoning behind the title of IMAGINE PARADISE?

Levi Kreis: It's a byproduct of some of the spiritual and metaphysical studies that I've been involved in for the last four years. As of last month, I became a licensed spiritual counselor. I start ministerial training in September, so I'm very much in the philosophy of change your thinking, change your life. Where [you] spend most of your mental energy is going to be the tendency of what [your] life looks like. I was thinking, the positive[ness] of this album really lends [itself to the] concept of paradise is yours to the degree that you can imagine it. Whatever you can imagine is yours to experience, according to the simple scientific metaphysical law of attraction. That's kind of where it came from.

BWW: Any last words about your album? What do you want fans to take from it?

Levi Kreis: I would love people to know that if they want a musical companion that could help them sort of navigate that journey towards a deeper sense of self love, that is the intention I've placed within every song of this album. I want this, and I hope that it's more than just a collection of songs that are enjoyable to listen to. I really want it to be a companion for those who have had the same kind of life experiences as I have, that challenge to channel your own self worth. That's the intention I've placed in this album.

Levi Kreis' IMAGINE PARADISE was released by Vision 9 Records on June 20, 2013. It can be purchased at iTunes, Amazon, and CD Baby.