Meet Sugich

We were lucky to catch up with Sugich recently and have shared our conversation below.

Sugich, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I get my work ethic from my parents. Since I was a kid, I’ve witnessed their dedication, not just to providing for our family, but also to nurturing their creative passions. My mom had her own fashion brand, which she managed to sell in major stores, and my dad, while working hard at his job, always made time to draw, sing, and even teach himself songs on the piano. That balance of discipline and creativity was always present in our home.

Thanks to them, I’ve been blessed with the opportunity to study and pursue the arts. But nothing has been handed to me in the industries I’ve chosen. For over a decade, I’ve worked relentlessly to shape my artistic voice, to find platforms for my music and audiovisual projects, and to reach audiences, without any industry contacts to open doors. I’ve built my own path, and every step of it has been rooted in the example my parents set: work hard, stay curious, and don’t wait for permission to do what you love.

Thanks, so before we move on maybe you can share a bit more about yourself?

My name is Sugich, and I am a contemporary pop singer-songwriter and audiovisual artist from the desert of Sonora, Mexico. Since 2016, I’ve been performing my melancholic dance pop on various stages. My music is an eclectic fusion of genres, including electropop, dance, hip-hop, R&B, corridos, and música mexicana, reflecting the rich cultural tapestry of my roots and influences.

I studied Film in Santa Fe, New Mexico, and Mexico City, which ignited my passion for visual storytelling. Since then, I’ve been directing and producing my own music videos, something that deeply excites me. In addition to my music, I also work as a Film Director and Scriptwriter, blending my love for both music and cinema into a unique artistic vision.

One of my proudest moments was when Forbes México named one of my releases as one of the best of 2020. Another unforgettable milestone was performing in front of over 15,000 people in my hometown, Hermosillo, a truly surreal experience.

I’ve also had the honor of sharing the stage with Latin icons Aterciopelados and collaborating with renowned global brands like Adidas and Converse. As part of Converse’s International Community of Creators, “All Stars,” I connected with a vibrant network of artists who inspire me to push creative boundaries.

Connecting with my listeners is one of the most rewarding aspects of my journey. When I see people resonating with my music, it’s a reminder of our shared experiences, proof that, no matter where we come from, we all go through similar challenges and emotions. That connection makes me feel close to them, even if we’ve never met.

When people hear my music or watch my videos, I want them to feel energized, connected, and inspired. My goal is to craft experiences that stay with them, something they can carry with them, whether it’s on the dance floor or in the quiet moments of reflection.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

The three most impactful qualities in my journey have been resilience, creativity, and patience.

Resilience, because I don’t give up. Even when I’m physically and mentally exhausted, I keep showing up. I keep pushing toward what I believe in, whether that’s finishing a song, launching a project, or simply continuing when it feels like no one’s listening.

Creativity, not only in the artistic sense, but in how I navigate challenges. I’ve had to think strategically, invent new paths, and adapt constantly, especially as someone who didn’t have industry connections or a clear roadmap. I’ve had to create opportunities, not just art.

Patience is maybe the hardest one, and sometimes the one I feel I lack the most. But looking back, I realize how much of my progress has come from waiting, staying the course, and trusting that things take time. I’ve learned to keep going even when the results aren’t immediate.

To anyone starting out: you should know there will be blood, sweat, and tears, but if you’re in it for the right reasons, because you love the process, because it means something to you, art will pay you back in a deep and meaningful way. Keep showing up. Keep believing in what you’re building, even when it feels invisible. The journey is long, but it’s worth every step.

What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?

Right now, my biggest challenge is feeling overwhelmed by the constant flow of information and comparison. I think a lot of people can relate to this. Every day, I’m exposed to so much, artists doing amazing work, people achieving things I think I should be doing, new trends, new tools, new pressures. It’s easy to feel like you’re falling behind, like you’re not doing enough, or like your creativity isn’t keeping up.

I love technology and all the opportunities it brings, but I’m also feeling the urge to reconnect with the human side of things, to slow down, to protect the parts of me that create from a place of honesty rather than urgency.

When I start to feel consumed or burnt out, I’ve learned to listen to myself. I shut off my phone. I stop scrolling. I let myself do nothing. That silence and stillness, away from the noise, is where I start to feel inspired again. It’s where I remind myself that there is no race, that it’s okay to go at my own pace, and that joy and presence matter more than metrics.

The truth is, art isn’t sustainable if it’s only driven by pressure. We have to make space for rest, for real connection, and for inspiration to breathe. That’s what I’m learning to prioritize.

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