Meet Vitalijus Vaiper Puzyriovas—aka V.V.—a music producer, composer, sound designer, and all-around sonic trickster. This guy is everywhere—dropping beats, crafting soundscapes, and collaborating across music, contemporary art, and audiovisual projects. He’s worked with some of the biggest names in the indie scene, like BA, Free Finga, Despotin Fam, Angelou, MC Mesijus, and Cheri. But he’s also got an ear for the underground, teaming up with artists like Pijus Džiugas Meižis, Ade, Godo Yorke, Yellow Mellow Daffodil, Evita Cololo, Ego Mašina, and plenty more.
Curiosity is his fuel—V.V. is always on the lookout for fresh talent to work with. This instinct has built him a deep network of creatives across all corners of the music world. With multiple awards under his belt, he’s constantly pushing boundaries, evolving, and leveling up every project he touches. Here, he shares his ideas on constant learning and creativity.
Photography by Silver Mikiver.
I guess I got into grafiti because of hip-hop culture magazines that I got my hands on at the age of 15, just as an expression tool from the same root of cultural practices. Also, my arts teacher embraced all the forms and means of expression, so it was just an open door for me. I wouldn’t say the music industry came after that; the expression extended into music creation simultaneously. Music industry as such came way after.
My main focus while producing is on the artist’s message, emotion, and concept - to understand how to navigate the process together, I need to fully understand what they are about and what was the initial feeling that sparked the creation. Each individual's personality and creative process can differ, so without this, I cannot do my work.
Collaborations with different musicians have been a learning curve. Obviously - as it happens to every creative - I had to go through mistakes and admit my own ego and its limitations. Things got better when I started investing my time into learning about myself and understanding other people's creative intentions.
Over the last 10 years, I have gained a LOT of experience, working in almost every entertainment business department - organising, promoting, creative direction, art department, strategy, planning, production both the process and the music, collaborating, group exercises, performing, directing, cultural project writing - the list goes on! So, as a result, I have a perfect understanding of my strong and weak points. Now, I stick to studio work and creative direction mostly.
In general, while working, I aim to achieve a balance between creative integrity and pure emotion, strong ideas and public accessibility. This is a never-ending process - I believe every good artist never stops learning. Question everything like a scientist and put heart and intention into your actions - that’s the road to creative success.