An Inspired Chat with Ray Keys of Downtown Louisville

We’re looking forward to introducing you to Ray Keys. Check out our conversation below.

Hi Ray, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: Have any recent moments made you laugh or feel proud?
I recently produced a Halloween show on October 30th with R&B artist Marzz and funk band New Gunk. Part of the show experience was a dance mob, which I was really excited about. Attending the rehearsals and seeing the dancers vibe together for a common goal to learn Michael Jackson’s Thriller choreography was amazing! A sense of community is a strong driver for me, so facilitating friends and strangers growth together makes me proud. Plus all the rehearsal hijinks were hilarious!

Can you briefly introduce yourself and share what makes you or your brand unique?
I’ve been a musician for as long as I can remember. I started out playing jazz piano and writing soul music, but over the last few years, I’ve really gotten into pop production and live arranging. The arrangements of my original music at my shows reflect that intense self-study. I try to balance that sold-out stadium, star energy with intimacy in every single performance. I’ve also become increasingly passionate about experiential events. I try to curate shows where people feel involved, not just as if they are watching something, but that they are truly part of it. I value community, so these experiential shows aim to be a third place for people. I want them to feel at home, be encouraged to get involved, and allow themselves to be vulnerable.

To date, I’ve accomplished this by offering free dance classes and then having the participants dance together to the live band at the show. On October 30th, I held the 2nd Annual Thriller Night at the Whirling Tiger, which featured R&B artist Marzz, funk band New Gunk, and me. And because we truly emphasize community, youth, and equity, a portion of ticket sales went to the Louisville Central Community Center to support their Youth Arts Program. I aim to continue this model for all of my shows, so they will include support for a local organization and some type of involvement from the attendees.

Amazing, so let’s take a moment to go back in time. What part of you has served its purpose and must now be released?
You know that cringey post that’s like, “There are two wolves inside of you…”? Well, answering this question is somewhat like that. There is one part of me that is shy, doesn’t like talking to people, and doesn’t want to be seen. But then there is the other part of me, the performance side, that enjoys the growth in hard work and performance. That’s also the part of me that loves seeing others grow and be inspired by what I’m doing. There’s nothing better than someone coming up to you after a set and telling you that your performance turned their day from a bad one to a good one, or that your music touched them, and that you should go to New Orleans because they need your music down there. Don’t get me wrong, the hard work and the growth are the journey and are self-validating, but changing people for the better just inspires me even more to keep going. So I don’t know if I’ll truly ever let go of the shy me because he’s the analytical one who self-reflects and turns out new ideas, but maybe I’ll let the extrovert out a bit more. How else will I connect with people if I don’t allow myself out of my box?

Is there something you miss that no one else knows about?
This is probably not what this question is aimed at, but it’s what keeps popping into my head, so here we are. Honestly, I miss enriching children’s programming. Like the shows that were on KET and PBS that actually taught us something. I credit those programs and my schooling at Field Elementary and the J. Graham Brown School with my development into a musician full of curiosity and the drive to learn and grow as a person. For example, shows like Sesame Street, Between the Lions, Reading Rainbow, etc. that were not only educational, but also included sophisticated music with interesting harmony. Those shows, along with other “random” and inspiring encounters, are likely why I’m still a musician to this day. It’s also why I earned a minor in Spanish in my time at U of L, as many of those shows also prioritized secondary language education. Educational media has had to change with the technology of the times, but I do miss the way it was presented when I was coming up. I feel like everything moves simultaneously too fast and too slow today.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
This is so cynical, but the biggest lie I think the music industry tells is that talent is the most important quality. Wrong. I believe talent is important, but firstly, hard work is more important. Sometimes, I think people equate talent and hard work. It’s my opinion that whoever thinks that way just didn’t see the process. Some things come more easily to some people, but I tend to think that’s a product of nurture rather than nature. They’re good at singing, not because it’s in their DNA, but because they listened to a lot of good singers as a child, or all of their family members sing or play instruments.

What’s more to that lie is that while being “good” (whatever that means) is foundational to “success” (again, whatever that means), sustainability, consistency, and marketing are all just as important, if not more important. You’ve got to keep showing up. That’s why I need to let out the more extroverted me, who doesn’t mind being seen more often. I’m learning to balance consistency with sustainability across multiple skill sets in this industry. There’s so much to do and always more you can be doing.

Lastly, in reference to how “good” and “success” are defined, that varies from person to person and from time to time. These measures aren’t concrete, and the goal posts are movable. I make a living from music, so does that necessarily mean I’m good or successful? Okay, but I want to earn more from my original music. Would that make me good or successful? If I work with larger artists? If I can afford the house or car or a grand piano….or two? That number in my bank account? A tour? All of these goals can leave someone confused or wanting. I think it’s important to define success based on internal qualifiers and to use goals as just that– a goal, so that no matter what you do, you enjoy the process.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. If immortality were real, what would you build?
I would keep doing exactly what I am today: building a community. If you’ve ever been that person who didn’t get invited to something, or felt like they didn’t belong, community is important. Or even if you haven’t felt these emotions, but you’ve gone in public on your own to the park or a festival and wanted the confidence to speak to a stranger, to make a friend, that’s what I try to encourage in the Elemental community, especially at my shows. My band is called Ray Keys & the Elementals, so I call my listeners–my community– my Elementals. Maybe you all can help me get that to catch on! But truly, I want people to be able to come to a show and feel like they can talk to anybody, get along with everyone, and be themselves. Dance if you want to dance. Sing if you want to sing. I try to offer experiences where you feel like you are part of something greater, with that something being a community of love, acceptance, and equity. So if I were immortal, I would continue the exploration and growth of that community.

Contact Info:

• Website: https://www.raykeys.com/
• Instagram: @raykeysmusic
• Facebook: Ray Keys

Image Credits
Nick Brewer
Aubrielle Whitis
Emily O’Brien