Never normal, always beyond
“Never Normal is a testament to giving oneself the permission to grow and exceed outside expectations … go beyond, don’t settle for normal. Ten years later, that means something to thousands of people beyond myself.”
Ten years ago, Maya Shipman, pka Suzi Analogue, wasn’t teaching in higher education. She was founding Never Normal Records while living in the Bronx.
The label was born of Analogue’s desire to create a home for her own compositions and for similar artists looking to break conventions, push boundaries, and never settle for normal. As self-described on their website, Never Normal is a “collection of originally crafted sound + vision from every amazing corner of society, free of fear.”
Now, as faculty member in the Department of Music entering her third year of teaching, Professor Analogue looks to impart this drive to push against the convention of genres, find new sounds, and create without fear to her students. She founded the UNC Hip Hop Ensemble in the fall of 2022 and helped bring back the Carolina Hip Hop Institute this May.
Never Normal Records is celebrating 10 years this year. What does that mean to you?
When I founded Never Normal I wanted to take a moment to be brave and culminate my experiences of culture and recording with independent record labels since I was a sophomore in undergrad. When I started it, I was looking to create a home for my compositions and for like-minded artists that don’t subscribe to just one modality of sound or genre. Since then, Never Normal has brought SO MANY people together, and even has it’s own place in recording arts culture. It means a lot to me that that has happened because at the time I founded it, it was just unheard of to hear a femme-identifying person is starting a label. I had to learn so much independently, but founding the label changed the trajectory of my life. By dedicating myself to the craft of recorded arts and creative recording projects, I have been able to positively impact people’s lives.
“Never Normal” is a testament to giving oneself the permission to grow and exceed outside expectations….go beyond, don’t settle for normal. Ten years later, that means something to thousands of people beyond myself.
What drew you to UNC?
Many aspects drew me to UNC. First and foremost, my family’s maternal origins come from North Carolina. My family is indigenous to North Carolina and I’ve traced records of my family’s history back to the years before UNC even existed! To come here centuries later and contribute to the culture and educational landscape truly feels like an honor to the people of Carolina as well as my own family which includes my grandmother Elizabeth Shipman (née) who was a career educator in North Carolina public schools. Being as that has been my own history, I made it a point to create community in NC with my music over time. Since I have been building out my musical career, I began to have the opportunity to cross pathways in Carolina via collaborating with the synthesizer company Moog. When Moogfest would hold their festivals in Durham, I was booked to play and that was happening around the same time as I was beginning Never Normal.
Concurrently around that time, I connected with Dr. Mark Katz who founded the Next Level program that I participated in for it’s 2nd cohort in existence. Each time I would get a booking in the area, Mark would always invite me to workshop with Carolina students – and that was back in 2016! It all continues to be serendipitous from that point until now. I’ve been sharing my musical journey with Carolina students ever since then, and it felt very right for me to come and make it a more regular part of my life and creative practice. For me, my journey is one that shows what can come out of North Carolina with focus, intention and knowledge. I am drawn to share that with students here.
What is your favorite part of teaching and what keeps you excited about teaching at UNC specifically?
Teaching is something that feels very natural to me. I was raised by great teachers, and education, formal and informal, was a huge aspect of the community I grew up in. My teachers helped me to realize and majorly build my own strengths and potential. One day in high school, I shared with my favorite teacher that I wanted to teach, high school and she looked at me in dismay…she responded, “not high school though Maya…you have the mind to teach college – that would be better for you.” Back then, I had no idea what made her say that and I maybe even slightly offended because I had never even had a college professor at that point haha, but I can confidently stand here today and say she was 100% accurate.
I see myself as more of a developmental educator that can best offer students real-world perspectives for the types of living that they wish to make for themselves into the future. I do truly enjoy sharing musical histories as well as musical techniques and skills with students and watching them grasp and apply them immediately into new songs! Even more so, I enjoy grappling with the big ideas of the world, being as such, academia suits me because I truly enjoy the discourse that students bring my way. UNC students are so ready to chat about the big ideas and have a great curiosity that I feel is integral to progressing music culture and beyond. Hopefully my experience within academia can compel students to become empowered, autonomous, and fearless in the face of the world’s changes.
Between founding the UNC Hip Hop Ensemble last year and bringing back the Carolina Hip Hop Institute this summer you have been busy helping to expand the landscape of the department! What does this mean to you and what are you most excited about looking towards the future?
I am very honored that such an amazing music department entrusts me to spearhead these special projects that impact the future of music. I consider myself a futurist and have always operated as an “early adopter” in this digital era we experience. In the past I’ve even beta tested new products for company software and hardware at music tech companies…I bring this up to say that I have always been open to jumping in and trying new ideas to expand the horizons for the greater community.
With founding the UNC Hip Hop Ensemble, I had no idea what to expect or what type of culture was to be created, but it was my thought to keep the focus of the ensemble student led – that means, all student-composed music, no covers, no standards – students design the performance and they carve out the space for what THEY want Carolina hip hop to be known for, I am there to simply guide and inform.
As the founding musical director, I sometimes think about whatever it must have felt like when Dean Smith and the players were building the culture of the iconic UNC Basketball program that went on to be the most recognized college basketball programs in the world. I think about how to build a team and bring the best parts out of what is already there. I actually think about coaches a lot with what I’m doing. Dawn Staley is another coach who inspires me a lot. She coached during my time in undergrad at Temple University. I know I am a professor but like coaches, I am working to build a successful program.
The program I work to build at UNC creates accessibility to the Recorded Arts – an area of study that has risen over the last few decades and should be understood as an artform beyond it being a music “product.” I am looking forward to how student compositions will thrive and make it into music culture as we continue to build these programs.
What are some of your non-musical hobbies?
Sound is such a big part of my life, but I like to design. I’ve actually designed the UNC Beat Lab and Hip Hop Ensemble logos just for fun (and also because we needed logo marks). I often design or lead the art direction or typography of the artist projects we work on for Never Normal. I really love art actually – I often participate in the art world via music performance but I spend hours at art museums and exhibitions.
I also enjoy fashion and have been in featured by prominent fashion magazines, as well as co-designed pieces with independent designers, though I think the music industry is enough for me. Recently, I have been thinking of writing scripts again – I am an ex-theatre kid and playwright.
I also like to cook – though that is similar to beat making to me. Anything I can do with my hands incorporating elements piece by piece, you may find me doing.
If your students could learn one thing from you, what do you hope it will be?
Learn as much as you can about what you love, and let that lead your destiny by doing it your way!
I always tell students, I come from the real world. I’m here to bring them a real-world view; so they can feel free to share their dreams with me and let’s see how we can implement ideas to make them more of a reality by the day! If they want to pursue music to live – they can, there are so many ways. Learn them all and you will never feel the need to give up!