Ahead of their appearance at the Reeperbahn Festival 2024 in Hamburg, Germany, we sat down with the Ukrainian band Say Something Bad for an in-depth conversation about their journey, music, and plans for the future. Formed in 2022 amid the turbulence of the full-scale war in Ukraine, the band quickly gained a loyal following with their raw, emotive sound and authentic connection with their audience.

In this interview, conducted in August 2024, the band discusses how they came together, their creative process, and what drives their music. With a mix of indie rock, blues, and garage influences, Say Something Bad stands out in the Ukrainian music landscape.

Join us as we explore their path from writing songs on a worn-out laptop to preparing for one of Europe's biggest music showcases. 

How and when was the band formed? How did it all start?

The band was formed in 2022, about six months after the full-scale war began. I lived in Kyiv for some time, but after the war started, I moved to Berdychiv. Once the situation stabilized a bit, I decided to return to the capital and continue working there. I had been playing guitar for many years before that, and the thought that there was a war in the country, that we could die at any moment and leave nothing behind, pushed me to the idea that it would be cool to write some music. Even if it wasn’t popular, I would leave it for myself, my friends, and family.

I had an old laptop that barely managed to run the necessary programs, and with some difficulty, I wrote my first EP, which consisted of three songs. I recorded all the instruments—guitar, bass, drums—by myself. From the beginning, I had the concept of creating a duo, inspired by British bands like Slaves, Royal Blood, and others. I wrote the first EP in two days and decided it had to be released.

Around that time, I started posting TikTok videos, which quickly gained popularity—within about a week, I had two thousand followers, even though I only had demo recordings, and there was no drummer yet. I was invited to perform at a concert in Kyiv, but since I didn’t have a full band at that time, I suggested playing an acoustic set. After the first performance, I seriously started looking for a drummer.

By then, I had already released a few songs that were gaining traction. I reached out to the band "Molodi" and told their drummer about my project, sending him some of my material. He liked it but couldn’t join due to his busy schedule. Around the same time, he met Margo on Tinder—she’s a drummer who listened to my material and contacted me.

Soon, we were invited to our second concert, and we only had a week to prepare together. Due to work, time was limited, so we met just a day before the performance, learned all the songs, and, to our surprise, managed to prepare well with just one rehearsal. I realized we played really well together. After that, I started writing the second EP, which also received positive feedback on TikTok, and so—step by step, follower by follower—the band started to grow.

What does the band look like now, and how do you plan to develop in the future?

The situation has become a bit more complicated now, as Margo plays in several popular projects and doesn’t always have enough time for our band. So, we have a second drummer, and they alternate between performances. As for future plans, I’m working on a new album, and some of the songs have already received positive feedback. After we return from Germany, we plan to shoot a video for one of the songs from this album.

How would you describe your sound to someone who has never heard your music?

"Say Something Bad" isn’t just about sound; it’s about vibe. I’m 23, but I feel like a teenager: I dress like a teenager, I have tattoos like a teenager, and I think my music resonates with similar people. That kind of audience is the most loyal. "Say Something Bad" is the vibe of a broken heart, it’s about feelings.

Your lyrics are quite unique; how do you write them?

I try to write as I feel. Everything is very straightforward and clear, and maybe that’s what resonates with listeners.

Describe the concert scene in Ukraine. What kind of audience comes to your shows now?

When it comes to festivals, it’s always a mix of listeners. Some of them are not familiar with our music, and they may or may not like it—and that’s okay. But at our solo concerts, the audience is devoted, people who know all our lyrics by heart and sing along with us.

How do you communicate with your audience? How do you maintain that connection? Nowadays, the audience wants to collaborate with artists, be part of the music creation process, meet-ups, etc. How does that work for you?

I have a Telegram channel where anyone can write, ask questions, and I’ll respond. I also often meet listeners on the street. I don’t keep a distance; it’s important for me to stay connected and have mutual exchange with the audience.

What moments from concerts have stood out to you the most?

Every concert we do has its own uniqueness. Anything can happen: you’re playing, and suddenly you see a couple in the audience kissing to a song you wrote. In those moments, you realize people are truly enjoying your music. One of the most memorable experiences was our solo concert at Otel'. We had way more people show up than we expected, and it was incredible.

What do you feel you’re missing for further career development right now?

I believe that if you work hard, something will eventually work out—maybe not immediately, but in 3, 5, or 10 years. When you’re making music, constantly improving and analyzing your progress, over time, there’s a chance to become popular. In my Telegram channel, I once wrote that I’ll probably remain underground for my entire life. Maybe that’s how it will be, but it doesn’t matter to me. I love what I do, regardless of how much happiness or pain it brings. Right now, I sometimes find it hard to write because of mental health issues. I’ll sit down to write, but nothing comes to mind, and it holds me back.

Do you analyze feedback from your audience?

Yes, I think it’s necessary. When I started making music, I didn’t know if it would be popular. But when the popularity did come, I realized I could do even more and better. If you look at Say Something Bad’s discography, you can see how the sound, production, and delivery have changed over time. I think it’s right to consider your audience’s tastes, no matter how much of a "true" artist you try to be.

How did you meet your team members, and why did you choose these particular people?

First and foremost, they are amazing people. I’ve had good communication with the PLAN label, and we’ve been working together for almost two years. I initially reached out to them when I was about to release my second album. I released the first album independently, but for the second one, I thought it would be good to find a label that could support me. I chose PLAN after seeing a comment on TikTok where a girl mentioned her favorite artists, and they were all on that label. I checked out their pages, saw they had really interesting artists, and decided to write to them. I introduced myself, and they replied that they were interested in trying to work together. They even invited me to play football, where I personally met the label’s team and the people around it, and I really liked the community.

What roles does the label currently play, and what do you handle yourself?

PLAN label is more about the community than about commerce. They give me complete creative freedom and help with video, photo, and music distribution. We work under a contract, but I’m confident that even if I ever decide to leave the label, my connection with them as people will remain unchanged.

Have you thought about collaborating with any of the label’s artists?

Yes, recently in December, we went to Yaremche for six days with 12 artists from the PLAN label. There, I collaborated with Vitalik from mercurikill, and we wrote four songs together. They didn’t become super popular, but I consider them some of my best work because Vitalik and I connected so well both creatively and personally.

Why did you choose the guitar as your main instrument?

I started playing bass guitar when I was 15, and this instrument became special to me. I’ve always loved minimalism and drew inspiration from bands like Morphine, who use only a two-string bass and saxophone. I have four strings on my guitar. Of course, I still need to improve the sound at concerts, but that’s just a matter of time and work. I need to save up for the right pedals, and the sound will get better.

What are your current priorities: building a career, or experimenting and finding your own sound?

I’ve experimented a lot and have already found my sound. My latest release is the sound and style that I’ve been refining for a long time and have finally found. I’m currently writing a new release in this same vibe.

In September, you’re going to Reeperbahn (Hamburg, Germany) – one of the biggest showcase festivals in Europe, as a part of the Ukrainian delegation with the Ukrainian Institute and Music Export Ukraine. What are your expectations?

The more I think about it, the more ideas I have. I’ve never been abroad, and I’m curious to see how people will perceive our music there.

What’s your favorite track from Say Something Bad’s repertoire?

"Bar" (Ukrainian: "Бар”) – I recorded it right after I bought a new guitar. It was also the first track I wrote during a long depression last year. Personally, I think the lyrics to this song are very poignant. From the new material, the mini-album "Kryk" (Ukrainian: "Крик”) stands out. As for the beauty of the song, I’d say "Dirty Sex" (Ukrainian: "Брудний секс") – I think it’s a really beautiful track.

Is there anyone you’re inspired by in your own music?

Say Something Bad's early tracks have some similarities to bands, such as The Garden. But now I'm trying to find my own unique sound and lyrics, without being guided by anyone's sound.

Describe your music in three words.

Sex, dirt, and vibe.

What are your plans for the end of 2024?

To release an album and present it well to the Ukrainian audience.

Why should people listen to Say Something Bad?

I don't consider myself special, but I think there’s nothing quite like our music in Ukraine.