Bringing Something Different To the Table: Koncept

By: Azniv Pivazyan
Aznivik20@ucla.edu

It all started when he was 14 years old. He has always found music fascinating and close to his heart and soul. As a young boy, he always caught himself singing along to songs and admiring peoples’ musical talents, without realizing that he, himself, has a talent that was yet to be discovered.

As time passed on, Robert Alex Berberian, who is better known as Koncept, realized that rapping was not just a temporary hobby, but his passion for life; so, he began taking it more seriously. “It’s always been in me; I guess, I have always had a strong passion for music,” Berberian stated. “But what makes me unique, what makes me, ME, is that I don’t try to fit in, or try to act like a ‘gangster’,” Berberian added.

Many talented artists and musicians have inspired Koncept, such as R-Mean, Capital Z, Eminem, Jay Z, Nas, and many others, because he can relate to them on many varying levels. “One Mic by Nas is especially inspirational, because you can have everything you want, but all you need is one microphone. And you know what? One microphone is exactly what I need,” Berberian declared.

Berberian feels that he does not fall under the stereotypical category of “rappers.” He states, “I am just me. I stay true to myself, to my family, and my friends.” He believes that his songs and music are inspired from his differing experiences from life, not to mention the unsatiated hunger that constantly causes him to strive to prove himself by always bringing something different to the table, which is highly apparent and reflective in his music.

Berberian finds satisfaction and meaning in doing what he loves, being on stage and rapping. Not only does he perform on the stage, but he also does a lot of work backstage as well. Koncept enjoys writing his own songs, mixing them, and in turn, recording them, because he feels that that is the only way in which an artist personalizes his music and figures out what truly sounds good.

Berberian does not have a manager or a music producer, but he does have a friend whom he can always rely on and go to for advice. “Ibraham ‘Apo’ Avedissian always helps me when it comes down to making important decisions. We always work together, and he’s the one who does the directing and the photography,” stated Berberian. They are now currently working on Koncept’s first music video, “My Vacation.”

Berberian dreams about some day having his own record label and being able to sign artists who he believes have the skills and passion necessary to shine as an artist. Although music is his lifelong dream, his main focus, at the moment, is education. He is currently attending the Glendale Community College and plans to get a degree in Audio Engineering, which he feels will assist him as an artist.

Koncept feels truly blessed because he has always had unconditional love and support from his family and friends. He wholeheartedly believes that he can always count on them to attend his shows and give him the strength he needs in order to persevere and follow his dreams. “There comes a point, where it’s just too much, trying to do it all by yourself - writing songs, mixing it, editing it, making it sound like me, paying for all the equipments; but, I never give up. My family and friends give me the power and strength to continue chasing after my dream,” stated Berberian.

Koncept is talented, different, and unique. He has set high goals and objectives which he aspires to achieve with his unwavering passion and dedication. The Armenian community has faith in him; we have high expectations for him and are convinced that all that is left to give Koncept is the opportunity to shine.

Visit KonceptMusic.com and Apotize.com where you may listen to his songs.