Meet Ruby Velle | indie soul vocalist, lyricist, creative powerhouse

We had the good fortune of connecting with Ruby Velle and we’ve shared our conversation below.

Hi Ruby, can you tell us more about your background and the role it’s played in shaping who you are today?
I was born Canadian, in a small suburb of Brampton, Ontario known for it’s diverse immigrant population. Around the age of 6 my family and I moved to Florida, where we lived closed to the beach. I attended college at the University of Florida in Gainesville, which is also where I met the founding members of my band, Ruby Velle & The Soulphonics. But if you ask me where I’m from now, the answer is ATL because over the past 16 years of living here, this city has embraced me as a creative storyteller and music maker.

My upbringing was a near perfect combination of East Indian Punjabi roots and American education. Although my parents were strict, they were still very open to my sister and I experiencing all that American culture and education could offer us. At times, I wish I could have held onto my cultural roots a bit tighter, but there is so much to take in and learn when exposed to two cultural upbringings that we ended up adapting more to American ways of life.

What has never left me though, is that ability to see as an outsider, and interpret the bridging of cultures in my work as a songwriter and artist. I’ve always welcomed having multiple ways of being to pull inpspiration and lessons from, and as I get older I’m learning more about our ancient Vedic mixed with Sikh roots, and more about India’s culture in general.

I credit my parents with being open to having Canadian and American influenced friends around us – I enjoyed being a part of choir and listening to bands and artists on vinyl like the Beatles, Aretha Franklin and even Jimi Hendrix at a young age. This just was not something my Indian friends were doing, and subsequently opened my mind, heart and ears up to soul music. That exposure still fuels me today to write and make music that can be considered classic and timeless.

Being an immigrant turned citizen has had it’s challenges, but also affords me the opportunity to be open minded with others, and to see each person’s journey with empathy and understanding. I’m hoping to expand in these understandings moving forward by digging deeper into the Indian side of my culture and learning all I possibly can to bridge gaps for myself and future generations.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I’ve come to value myself for my resiliency and ability to thrive creatively despite what life has thrown my way.

Many people don’t know that I went to school for design, as a way to always have a steady career/freelance business while also promoting the music I create. In the process of such vast DIY work, I founded and fronted my band (now in our 15th year) with the help of two partners, and I created two other small businesses surrounding my freelance design, creative direction and user experience work with mobile apps.

I have learned along the way that all happens in divine timing. Whenever I get ahead of myself and/or start comparing my journey to others – I take a sincere step back (usually a full pause to rest) and center myself enough to understand that I am divinely guided and what is meant for me is for me. This realization has brought me through not only the ups and downs of music making, but also helps me when I choose to navigate the career of design beyond freelancing.

I have also learned, through much contrast, that finding a way to value yourself in all you do is essential to happiness. Having had smaller labels take gross advantage of my countless hours of work and willingness to be part of a team early on, shaped me into a more indie soul now, who isn’t seeking to be signed to any major label. I’ve placed ownership of my music and art directly in my own hands. While this wasn’t an easy process, and didn’t happen alone it opened by eyes to what’s possible. The value of yourself will be determined by others IF you do not take the steps to determine your value on your own. Now I help other indie artists by creating space for them to contemplate their values and perhaps create their own path with their music and art.

How did I do it? Rest, reflection, renewal, and acceptance that I had a lot to learn, and perhaps some of the people I was surrounding myself with weren’t teaching me the right things. Writing alot and reaching deep into my inner self through spiritual practice, and seeking out mentors that could find it easy to want the best for me.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We often entertain folks from out of town, and we always mention our reasoning for why ATL is amazing – hands down it’s the BEST food and peaceful walk paths to more food. We always start out at my sista from another mother’s spot – Lotta Frutta (owned by Myrna Perez) for fruit cups and sammys. Then we would walk or bike the Beltline to either Soul (owned by Chef Todd Richards) at Krog Street Market, or keep on until Inman Park where we would stop at Del Bar (owned by Fares Kargar) for middle eastern/Persian food.

For hanging out we might explore funky finds at Kudzu furniture, catch a show at City Winery or Venkmans which has some of the best french fries in the city. Then head to the west side for more food, at Redbird (owned by Chef Zeb Stevenson and Ross Jones).

To get outside for eating/drinking is the best if the pollen will let you, so there are many more spots around the beltline to explore and have some fun. Our guests always leave town satisfied and having got their “steps” in.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
If it’s Atlanta Specific – I owe a gigantic shoutout to the Venue’s of this amazing City – From Star Bar where we first got our start as a band, to Terminal West where we’ve had two album releases. From Venkmans’ where we’ve celebrated almost every NYE of our existence to The Earl in East ATL for supporting so many of our performances. We are grateful to the fans who have paid to see us at these venues and who ALWAYS bring the best energy.

If it’s outside ATL – Our/my management – Kristin Juel of Juel Concepts and her amazing team. They are based in LA and have been true champions of our DIY and indie style of music making. When we were lost, Kristin and team found the keys to start the car up again and I credit our recent creations and my solo efforts to her determination and her teams’ abilities to shine the light on what we do. We can’t do it without her, and without our fans and honestly wouldn’t want it any other way!

Website: www.rubyvellemusic.com and www.rubyvelleandthesoulphonics.com

Instagram: instagram.com/rubyvelle and instagram.com/rubyvelleandthesoulphonics

Twitter: twitter.com/rubyvelle

Facebook: https://www.facebook.com/RubyVelleMusic

Youtube: https://www.youtube.com/user/RubyVelleSoulphonics/channels

Other: Most recent solo single, featured on CW’s Charmed in March 2021 called “Make It” https://ingroov.es/rv-make-it

Image Credits
photos by : Elaine Torres, Jason Hales Photo, Libro Musica, Tom Griscom, Arthur Lang