It’s More Than Beats With Zvezdan Zdravic Extending Commitment To Sustainability And Inclusivity In Music

A little guidance and a gentle nudge in the right direction can truly transform someone’s career in ways they might not have anticipated. Often, it’s not about grand gestures or elaborate plans but rather those seemingly small moments of insight or encouragement that can steer a person onto a path of greater success and fulfilment. For instance, a mentor’s well-timed advice can help you navigate a tricky decision or clarify your career goals, making it easier to focus your efforts on what truly matters.

A colleague’s suggestion to try something new or explore a different angle can spark creativity and open doors you didn’t even know existed. Even a simple word of encouragement from a leader—someone who sees your potential before you fully recognise it in yourself—can boost your confidence and give you the push needed to tackle challenges you might have otherwise shied away from.

The Vision Behind 7clouds

From its inception, 7clouds has been more than just a platform for showcasing music; it has become a stage where a multitude of voices and styles converge. The founder of the platform, Zvezdan Zdravic, is dedicated to diversity, which is reflected in the eclectic range of genres and artists featured on the channel. By presenting music from various cultural backgrounds, musical traditions, and emerging trends, he ensures listeners are exposed to a rich array of sounds that go beyond the mainstream.

Zvezdan understands that promoting diverse voices goes beyond simply featuring a variety of artists. It involves actively seeking out and supporting underrepresented talent, giving them the exposure and opportunities they might not find elsewhere. This approach is rooted in his belief that every artist, regardless of background or genre, has something valuable to contribute.

Zvezdan’s Journey from the Accordion to EDM

His love affair with music began when he was just ten years old, playing the accordion. His early days were spent immersed in the world of electronic dance music (EDM), drawing inspiration from artists like Armin van Buuren and David Guetta. This passion evolved, and in 2013, he launched 7clouds.

But for Zvezdan, success was never just about how many people used his platform. “I’ve always believed that music should be more than just a product to be consumed,” he shares. “It should be a means to connect, inspire, and elevate both the artist and the listener.” This belief laid the foundation for his commitment to sustainability in music, which would shape the way 7clouds operates.

Promoting Diverse Voices: A Commitment to Inclusion

One of the cornerstones of Zvezdan’s approach is his dedication to promoting diverse voices. “Music is a universal language, and it should reflect the diversity of the world we live in,” he says. This dedication ensures that underrepresented and emerging talents are given a platform, allowing a wide array of voices to be heard and celebrated. By prioritising authenticity and quality over fleeting commercial trends, the focus remains on enriching the musical landscape with a genuine and inclusive representation of different perspectives.

Zvezdan remembers working with an emerging artist who was having a tough time gaining traction in the industry. “We featured their track on 7clouds, and soon after, the song began reaching audiences far beyond what they had hoped for,” he says. “It’s a reminder of how providing a platform for diverse voices can have a significant impact. It’s not just about expanding playlists; it’s about truly supporting and advancing someone’s career.”

This commitment to diversity is also reflected in the types of music Zvezdan promotes. From lo-fi hip-hop to electro-swing and EDM to pop, 7clouds covers a broad spectrum of genres. “There’s beauty in concoctions,” Zvezdan says. “And by embracing it, we’re not just enriching our platform; we’re enriching the entire music community.”

A Hands-On Approach to Artist Development: Nurturing the Next Generation

Supporting emerging artists is another key aspect of Zvezdan’s sustainability efforts. “I remember how tough it was to break through when I was starting out,” he reflects. “That’s why I’m so passionate about helping new artists find their footing.” At 7clouds, this support goes beyond just featuring a track. Zvezdan is involved in every step of the process, from identifying talent to providing the resources they need to grow.

“I’ve always believed that if you have the ability to help someone, you should,” Zvezdan says. This philosophy is evident in the way he runs 7clouds. The platform not only promotes music but also offers guidance to artists on how to navigate the complexities of the industry. “We’re here to help them find their voice and build a sustainable career,” he adds.

Zvezdan’s approach to nurturing talent is both hands-on and strategic. He spends countless hours sifting through demos, looking for that unique sound that resonates with the 7clouds brand. “It’s not just about finding the next big hit,” he explains. “It’s about finding music with soul—music that connects with people on a deeper level.”

Maintaining Authenticity: Balancing Art and Commerce

In a commercialised industry, maintaining authenticity can be challenging. But for Zvezdan, it’s non-negotiable. “The moment you start compromising your values for the sake of profit, you lose what makes you unique,” he says, adding, “Authenticity is the guiding principle behind every decision.”

Zvezdan shares a story from the early days of 7clouds when a major label approached him with an offer that could have skyrocketed his channel’s revenue. “They wanted us to promote music that didn’t align with our values,” he recalls. “It was tempting, but I knew it wasn’t the right move. In the long run, staying true to who we are has been far more rewarding.”

Inspiration Through Music

For Zvezdan, many songs by blooming artists represent more than just a personal battle cry; they reflect the broader commitment to nurturing talent and supporting diverse voices within the music industry. Springsteen’s words evoke a sense of unyielding resolve and dedication, akin to Zvezdan’s approach to championing emerging artists and maintaining authenticity in a commercialised landscape.

Similarly, Eminem’s “Lose Yourself” captures the essence of seizing opportunities and persisting through challenges. The song’s message about grabbing one’s shot and pushing through adversity resonates with Zvezdan Zdravic’s experiences. Just as Eminem’s lyrics emphasise the importance of perseverance despite setbacks, Zvezdan applies this same resilience in his work, continuously pushing boundaries and finding innovative ways to promote music.

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