How to Gain Fans By Staying True to Yourself

Candice Sand with David Foster
Candice Sand shares her YouTube journey, and tells us how she stays true to her music and her fans.

Candice’s recent EP features multi-platinum artists, JRDN and Choclair, and her music video “Go On” is continually aired on CTV2 and Juicebox TV. 

A performance SUCCESS?
At the David Foster Miracle Gala, I was unexpectedly pulled on stage by David Foster himself to sing “I Have Nothing”, a song he wrote and recorded with Whitney Houston (see main photo). I received a standing ovation that night from the star studded audience!

A performance FAIL?
We were playing “These Eyes” by The Guess Who. At the end the song it modulates up a few times, but everyone in the band had different ideas of what steps to modulate in. Eventually everyone was playing in different keys! So the bass player turned to the rest of us and said “bail out” and we ended the song right there!

What drew you into the world of YouTube?
I wanted to expand my audience and I wanted to share some of the covers I do live at shows. Specifically, I wanted to share them on YouTube so people who live too far away and can’t make it to a show can enjoy them too!

What equipment do you use?
I just use my iPhone camera to film. I have different combos of other gear: Apex 460 condenser mic, Shure SM58 mic, TC-Helicon Play Acoustic Pedal, Focusrite Scarlett 2i2 interface, and Reason software. I make different combos of what I’m using depending on the performance.

I make sure my videos come up in multiple places. Hashtags really do work, people!

What tips would you have for people who don’t have that equipment?
You can do a lot with an iPhone and there are a lot of tips and tricks or apps you can look up to make your videos better. I don’t own a lot of gear compared to others and it’s all stuff that I have slowly collected.

How does a video go viral?
I make sure my videos come up in multiple places. Hashtags really do work, people! But you can’t fully predict what people are going to connect with. Some videos I’ve made have collected thousands of views and I never expected them to.

How do you best connect to your fans?
I respond to everyone that writes to me. I use my social media pages to show my music, other artists’ music, and personal day to day stuff that relates to who I am.

Most important lesson you have learned about social media?
Don’t fall into the comparison trap. Everyone filters out the flaws, only sharing the good stuff. Which is fine, as long as you keep in mind what’s really going on.

What have you learned from collaborating with other artists?
I’ve written with writers who have professional accolades and some who are newer writers. Everyone has different life experiences – co-writing can be such a heart connected experience. I’ve learnt to be honest about my feelings during the creative process, and I have to connect to the scene we are writing about. I mean.

Candice playing guitar and singing

The most important thing is a connection to the lyrics and understanding the story you are telling

A few ingredients of a memorable vocal performance?
The most important thing is a connection to the lyrics and understanding the story you are telling. That can take you into the zone where you let go and just serve the song. Everything technical becomes effortless when you are lost inside the song.

A vocal lesson you’ve learned the hard way?
Know your voice and trust it. I’ve had some not so great coaches, and instead of listening to my instincts, I listened to them and formed some bad habits.

Tell us about your favorite singers.
I am a HUGE fan of Emeli Sande. She has an amazing voice and I think she’s an incredible writer as well. In the last couple years, I’ve come across Morgan James. Her performance of Prince’s “Call My Name” floors me every time!

Candice Sand

Recording artist and songwriter Candice Sand. Making music to touch the heart and move the body. Pop infused with hints of R&B, alongside real thoughts and life experiences.

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