With a flair for rather theatrical performances and a growing fan-base, especially in the US where his track “Lights Down Low” has been one of the biggest hits of the past year, MAX is a name more and more people are sure to become aware of in the next few months. Ahead of his opening slot supporting Fall Out Boy on their UK tour, ThisIsTheLatest met with him backstage at Manchester Arena to chat
TITL: For those as yet unfamiliar with you and your music, who exactly is MAX? How would you describe yourself in four words?
MAX: Energetic, soulful, glittery – it’s always hard to describe yourself – and slay. SLAYYYY – with a lot of y’s.
TITL: I don’t think we’ve ever had anyone use that word before…
M: Oh really? Awesome. I say it a lot!
TITL: What would you say your unique selling point is? What is it about you and your music that makes you stand out from your many other artistic counterparts out there?
M: That’s a tough question to answer on my own. I would say, for me, I try to bring a very theatrical show, while also having a very personal connection to my people, my fans. I like to be as personable as I can with my people, but also make them feel like they’re in another world when they come to a show of ours.
TITL: You’re signed to Pete Wentz’ record label DCD2. How exactly did he come to discover you and what was/is it about him and his label that made you feel that they were the right fit for you?
M: I’ve always been a Fall Out Boy fan, you know, “Dance, Dance”…every record. Patrick’s voice is unbelievable and he’s so kind. Being an OG Fall Out Boy fan, when Pete kind of naturally reached out after hearing some of my music when I was releasing independently, he invited me to one of their shows. I went along with two of my best friends who are also obsessive Fall Out Boy fans, and he brought me backstage; we kinda hung out for a little bit and I don’t know, I guess it was just nice to see how personable they are as people, and also just how hard they work. That’s how and why they’re still doing what they’re doing. So when he said he was relaunching Decadence, as DCD2, and asked if I wanted to be a part of it, it was an obvious no-brainer.
TITL: You’ve achieved phenomenal success in the States thanks to your track “Lights Down Low.” What do you think it is about that song that, for lack of a better word, has enraptured so many people?
M: It’s been really beautiful to see how people have connected with it. It’s the most transparent song of mine, I guess, that I’ve ever put out. I wrote it for my wife and I proposed to her with it. I love telling that story, and I think this song, even if people don’t know that story, they can connect with a piece of it, feel the energy behind it and I hope, and I think that’s why it’s connected more with people than any other song of mine, in a more global way, and I’m glad about that. The song portrays the message that love is love, and that’s what we believe in, no matter where you’re from.
TITL: How did you find the song having its own Snapchat filter for Valentine’s Day which was posted about by Kim Kardashian West, among others?
M: It was honestly the most unexpected thing that I probably have had happen to me. I guess some wonderful people, part of my team, were pitching this idea for Valentine’s Day, which is such a special day for us, and literally the night before, someone emailed me saying there’s a snapchat filter thing tomorrow and no one had ever done it like that before, I guess. They’re doing it a lot now wirh great artists which is so cool, but I guess we were kind of the guinea pig and I’m glad to have been the guinea pig. It was a wild time and it was so cool – they used my glasses and everything. I love that Snapchat is trying to make a filter that really represents the different artists that they’re showcasing. It was a cool surprise.
TITL: You just need your own emoji now…
M: That’d be wild! Emoji’s really encapsulate our lives so I’d love to be part of one.
TITL: Given that you’re currently on tour with Fall Out Boy here in the UK, have you noticed or are you noticing any differences or similarities between audiences here and back home?
M: My wife is from here so it’s kind of nice to come and visit her roots, hang with everybody. I’m loving it. Tour wise, this is our third show on the tour with the guys and it’s amazing. To play Manchester Arena is unbelievable – it’s so special to not only open for them, but feel the energy from the crowd. I think Fall Out Boy fans especially are so proud of the music they love that, even if they don’t know your music quite yet, if you reel them in just enough, then suddenly you feel a new energy which is just so amazing.
I think I would say UK fans really love music, especially live music, but I also think they might be a little harder to impress in a real way, which I really appreciate, especially as an opener, because it’s so rewarding when you get to a certain song and everybody is there. The best thing about UK fans, and European fans in general, is that as someone who loves to do a lot of crowd interaction, even if everybody’s not quite into it yet, they’ll get involved with every interaction I do and make. They’re doing that because they’re committed music fans and that’s the coolest thing in the world because it’s not at every show you get to see all the fans putting their hands up, clapping along, that kind of thing.
TITL: Do you have any headline shows of your own in the works for after this tour?
M: Oh yeah! I’ll be back here in January. I’m almost done with the second album and I’m hoping to put it out towards the end of summer, or early fall in the States and then come over here and hopefully people will discover us from these dates, and come out and see us again.
TITL: You’ve played some pretty big stages in your career so far but if you could play any venue in the world, which would it be?
M: Madison Square Garden, for sure. Being a New Yorker and just having it be such a special place in my life, getting to play there, or getting to headline the Garden, that would be a very massive accomplishment. Getting to play here, and to play the 02 is additionally pretty surreal.
TITL: You’ve had your songs streamed millions upon millions of times on Spotify and watched millions more on YouTube. With that in mind, how do you feel, both personally and professionally, about social media and technology, and the almost consuming power it holds for artists?
M: It’s so addictive and I’ve realised I probably spend a fourth or half my day, going through all the different social medias, trying to research different playlists on Spotify and things like that. It’s also such a connective tool that we’re lucky to have in this generation because, probably half of the collaborations that I do, I find via Twitter. Somebody like Matoma follows me on Twitter and the next thing, I’m talking to him then we’re meeting in person…the connective power it has is incredible, and not just between artists, but for fans too. It’s amazing to pinpoint one particular fan who is such an OG and get in touch with them to say something like ‘Wow, thank you so much for giving so much life and energy to this – do you want to be part of it more?’
With any incredible tool, there’s always going to be some crazy, negative aspect, and I think the addictive quality social media has is that aspect.
TITL: What’s next for you? Are there any plans or projects in the pipeline you can tell me about?
M: I’m excited about the second album, and my next single, is a duet with my friend Noah Cyrus – I was actually working on the mix today; slay! Then another song after that called “Still New York” with Joey Badass, which is, obviously about my home city, but also about repping your roots and everything else. There’s a bunch of songs after that, a bunch of collaborations I’m super excited for which I can’t quite talk about yet, and then yeah, hopefully more touring, more shows and then I hope to just keep on going.
TITL: Finally then, what’s your ultimate goal when it comes to your music? What would you like to have achieved 5-10 years from now and musically, what do you most want to be remembered for?
M: That’s a great question and one I think about a lot. I would say, for the 5-10 years part, I want to have that same connective tissue between myself and the fans that I feel and have now. I hope for that to grow, and for us to keep doing what we’re doing now, but hopefully on a larger scale. I think you remember energies more than you remember things people say and whatever else, and I hope that we…I…leave behind an energy that is positive towards people. We’ll all pass away one day, we’ll all be gone, and very tiny remnants of our existence will matter, but I think if there’s any way just a little speck can be left to hopefully inspire other people to bring some positivity to the world, that’s really all I can hope for when it comes to my music.