Parvané: ‘Give DJs a chance to do their own thing!’

by Alexandra Mansilla

Parvané: ‘Give DJs a chance to do their own thing!’

23 Feb 2024

Parvané Barret is all about details. She focuses on every aspect and uses her creativity to create unique concepts for brands. This same attention to detail extends to her project, Joon Collective. We discussed with Parvané the significance of curating music and events, the challenges confronting the creative industry today, and potential avenues for change. Additionally, Parvané shared some stories about her tattoos and what they mean to her.

— Parvané, as I remember, you are of mixed heritage. Where are you from?

— My dad is French and from Bordeaux, while my mom is from Tehran, Iran. People often ask me how their mix happened, as it seems like opposites.

After the revolution in Iran, my mother decided to follow her brother's footsteps and leave the country. He had already moved to London and later to Biarritz, where he married a French woman. So, my cousins are French-Iranian, too.

My mother spent some time in London, then went to Toulouse to study and eventually settled in Bordeaux. There, she met my father.

My mum has always been very interested in fashion and art. She used to dabble in hairstyling as well as working in Kenzo. Whatever salary she got, she would always try to buy the most expensive and trendy thing. She had and still has an amazing sense of style. And also, my mum paints beautifully.

My father is less fashion-oriented but still has this creative spirit we all share in the family. He specialises in furniture making, crafted his first pieces at only 18 years old, under the strictest supervision of expert craftsmen from the “Compagnons du Devoir”, a French organisation of craftsmen and artisans dating from the Middle Ages, and learned to make chairs, sofas, and other furniture. He excelled in this craft and has always put his heart and soul into it. It was and is always amazing to see him talk about his work with such passion and dedication. While in France, my father already had strong links with the Gulf, working a lot in Muscat, Oman, creating unique pieces for the Sultan. After that, he expanded his work to Dubai. At that time, there was a high demand for French-style furniture — and my dad made it with his touch. So, we moved here, to Dubai.

— You mentioned your mother paints. Does she sell her paintings?

— No, she hasn’t put her art on the market yet. But I am sure she will, and I will help her to do so! She has a lot of talent, but I do not think she is business-minded. I believe she paints purely for the joy of it, that therapeutic feeling it gives her. Like a lot of people. I always encourage her to express herself more because she is truly gifted. Her art is very emotional and deep. It is a little bit abstract and dark. Her signature colours vary from shades of grey, dark red, and black.

— Are you the only one in the family?

— No, I have a younger sister who is twenty-one. We are very close.

— So, you were deep in creativity from the very beginning. Did your parents have any influence on your taste?

— 100 per cent! I definitely feel like I got this love for art and creativity from both of my parents. It all comes from within, and it was for sure passed on to me.

My parents also instilled in me a solid work ethic. When I am really into something, there is no stopping me. I just go for it.

— Now, you are a DJ, and your music style is described as a “reflection of your multicultural background”. What kind of music did you grow up listening to?

— My music style really changes from day to day. I always research music, trying to discover new sounds, new artists, and new trends. I grew up loving music, listening to it with my family, and enjoying it for what it is. My mum always liked R&B and hip-hop. She was more into that soulful R&B vibe, which I love and listen to on the day-to-day. Yet, I still can’t say that I have had a very “musical” upbringing, unlike other DJs and artists, which makes them who they are, but the interest was always there.

I can definitely say that we listened to music differently; we really cherished it for what it was and how it made us feel. My sister and I have always listened to music a bit more deeply. I loved it and singing all of that, but it wasn't like music shaped me, you know? Typically, people expect something like that: "Oh yeah, I used to collect records" or "I used to do this" when I did not. I just liked it.

Source: Parvane's personal archive

— I can see that you have many tattoos. Can you tell me which is the most significant one?

— Yes, and each tattoo is very family or Iran-related. Have you seen the movie Persepolis? It is based on Marjane Satrapi's autobiographical graphic novel and talks about the Iran revolution from the author's point of view. She describes her life in Iran, how she was going through the regime and everything; then, she left the country and went to Paris. This movie reminds me of my mum and what she had to endure. So that is why I made this tattoo on my arm — this is like an image of my mum. I did it on my birthday in Paris.

— Have you ever gotten a tattoo during a particularly emotional time, whether happy or tough?

— I do my tattoos very spontaneously. I don’t think about anything. But… I think this one — with the letter “D”! It is for my sister, Daphne. I did it in London. I remember that time; it was terrific. My best friend lived in London, and it was one of the first times I had travelled by myself. On the one hand, visiting your best friend who lives in another country is a cool adventure and gives you a sense of freedom. But on the other hand, I remember feeling a bit lost because everything around me was new. So, during that time, I got this tattoo.

— I scrolled through your Instagram and noticed that in 2014–2015, you attempted to create a fashion blog. Have you always been interested in fashion?

— I hated it! I found the idea of working in fashion quite cliché and unappealing. My true passion then was painting, and I wanted to open a shop to sell my artwork.

However, I did create a blog, which is correct! To be clear, this all started because of my mum. We were shopping one day when she suggested, "Why don't you share your outfits?" At the time, this was a popular trend among ‘bloggers’. My mum encouraged me to try it and said very important words: "Who cares? Just do it!" So, I took her advice and began sharing what I wore.

I started doing it on WAF ("We Are Fashion"), a Facebook blog, but I didn’t connect with it much, so I eventually stopped. Then, I moved on to Instagram. Around that time, Instagram began developing quickly and became a vast IT platform. And I wanted to hop on that train, keep going, and see where it could take me. At first, I did not even have the app on my phone and used to log in through my mum's!

The goal here wasn’t to become an influencer. Yes, I wanted to take pictures of my outfits, write about them, and go to events — essentially, everything influencers do. However, I thought about it more like: “I want to share who I am and what I am doing.” So, everything became natural.

— I remember a trend from years ago where almost everyone posted photos of their food and looks. Now, it is pretty hard to produce something new.

— Yes, it is like... what else? What is the next best thing? What is going to impress me? I feel like nothing genuinely revolutionary is happening anymore, yet!

— I think the most recent revolution we have experienced was TikTok. It is truly a phenomenon.

— Yeah, and it is very addictive! I find it fun, and I respect it. The community there is so vibrant, with quick interactions, more views, and higher engagement. And I like the youthfulness of TikTok.

There are incredibly talented people sharing their skills and messages on TikTok, which is cool and outweighs Instagram.

— So, here we are, about to discuss creativity and young people. The first question is: Is creativity a gift?

— It is definitely a gift.

— Let us go back to when you were 14 years old. You mentioned that your age was your biggest challenge in the creative industry. You were working with a photographer at that time, communicating very well. However, his interest disappeared when he asked about your age and found out how old you were. But why?

— Oh my God, how did you get all this information? That guy did not expect me to be fourteen because I looked a bit older. I remember what I was wearing, and I put on a lot of makeup as I struggled with my skin back then. I have always been quite mature. Even now, at 24, some people think I look my age, while others think I am older.

He was shocked that I was just a kid. Maybe he was a bit scared because he was photographing a 14-year-old girl. I mean, are her parents okay with that? I do see why he would have freaked out, haha!

But this is from one side. On the other hand, once he found out about my age, I had a gut feeling that he was not very interested in shooting me or taking what I wanted to do seriously. I could be wrong, but that is just how I felt at the time. I never really worked with him again.

Source: Parvane's personal archive

— Did he then try to connect with you?

— Yes! He wrote to me a while later; I believe he wanted to reconnect and was confused about why I never replied to him (I am also bad at replying to messages!). Yet I felt like it was a small example of how many people looked down on my work because I was young. I didn’t want that energy in my life and future projects.

— What do you think are the current issues in the creative industry?

— In any industry, as well as in everyday life, people should communicate with kindness, respect, and compromise to reach common ground and strive for mutual happiness. You know, we live in a messed-up world, and we face difficulties in our work. However, we should try to tweak it and work together. We are not in the 1800s anymore; we are in 2024 and should grow together.

— You are a creative consultant for brands. What exactly do you do?

— Brands come to me for creative solutions and try to find unique ways to tell their story through different strategies and conceptualisations. I help them develop a concept for a specific launch or the brand itself; I focus on translating their values and brand ethos in an aesthetically pleasing manner that stays true to who they are as a brand. I help them bring their brand to life in any way I can.

I love working hand in hand with brands and people to find better, memorable ways to communicate their stories, products, and identity. It allows me to be creative and witness the brand come to life through my ideas and vision. I have a passion for branding, graphic design, and creativity. It is one of the most beautiful aspects of my work I experience. It may not always go the right way, but it is gratifying when it does.

I have also helped some brands to restructure. It is not about creative thinking but more about making things look better.

— We will not ask where you take inspiration because you often hear those questions. Once you responded: “Friends.” Can you name them?

— All of them are creative. So, these days, I think I would answer: people. It is amazing how being around people with cool stories can make me feel good. And they can make any moment enjoyable.

— Now, modelling. How did it all start?

— My first big thing was the photo shoot for Gucci with Emirates Woman. There were so many amazing Gucci outfits, and the photographer, Mazen, was terrific! People still talk about that article and those photos; some even include this shoot on their mood boards. It was a huge thing that genuinely skyrocketed.

Instagram: @parvbar

I have always been quite confident in front of the camera. But honestly, I never really thought of myself as a model because whenever I did model, there was always some mention of who I was and what I did.

So, that was the case for the Gucci shoot, and then it escalated to other opportunities. However, I have been stepping in front of the camera less and less. Unless it is content that I am creating or if I am hiring someone to shoot me for a project, I have not done a shoot with a brand in a long time. I have been behind the camera most of the time because of my job. And I even love it a bit more than being in front.

— And what about your little digital magazine?

— I started a digital platform called "Mon Visuel", which means “my vision” in French. It is not active now. I do not think it is the right time now, you know.

It was about discussing various topics, whether art or fashion, music, or random analyses of really random things. There were many interviews with creative people in the region. Afterwards, I began hiring writers to produce their content so I would not have to write everything myself. They would provide me with the articles, and I would handle the design, graphics, and other things.

I might pick it up soon. I firmly believe that if it is not working right now. If you are not connected with it, it is okay to let it go for a little bit, you know?

However, I will pick it up. I even talked with my boyfriend, who said it was a fantastic platform. When we first met, and I started telling him about it, he told me it was an excellent concept. So, maybe I will give it another chance.

— You need to have the energy and inspiration to do that.

— Exactly. I did not have the energy. I was like, "No, I am done.”

— Now, let's talk about music. I suppose everything comes into your life spontaneously and randomly. Was it the same with DJing?

— It was a very spontaneous moment. I was at a party in London when I saw the DJs — two girls were on the decks. They were playing great music, and I loved it. I loved the vibe, the energy, and just the overall look. It might sound shallow, but seeing a girl DJ is cool. It is because it is a very male-dominated thing. So, I never really erased that memory from my head, and it stayed with me.

Then, I had a nine-month contract with this sports brand where we were working with three friends to put the brand on the map with a more youthful touch. Suddenly, we came up with an idea to teach me how to DJ and perform at the party at Sole DXB. I agreed, and a good friend of mine who is a DJ helped me learn.

So, we used to go to his house about twice a week, or once, to figure it out and learn. The first time I did it, I thought, “Oh my God, why did I get into this? I will make a fool out of myself; I will fail.” But then I started picking it up quite quickly. I have a musical ear to tell when things do not sound good or when to drop the next track. I am still learning a lot of things. You do not figure it out fully instantly with every craft, right? There are still things that I am learning now because I feel the need to brush up on my skills. It is a never-ending process.

Then we did the party where I had to play a 30-minute set. It is nothing for me now, but it felt like three hours. I did not know what I would do, whether my selection was cool or not. I just appeared on the decks, and people asked, “What are you doing?” Then I just started playing, and it went well. From then on, I kept going, DJing, learning, and teaching myself some stuff, and I got decks at home.

— And now a lot of brands ask you to play a DJ set.

— Yes, I am very blessed about that. I love that brands select me to translate their concept through music, whether for a launch or a brand party. However, I come face to face with some challenges, such as moments where music is seen as not a very important aspect of the event, as a last-minute touch, or perhaps just background noise. However, it still needs to be curated and well thought out for whoever I am playing — it plays a huge role within a venue or an event. Without music, it is completely different.

— Now it is time to discuss Joon Collective!

— Oh yes! Dubai's party scene is robust. Many things are going on: many DJs, many venues, and vibrant nightlife.

But Dubai is a relatively young city, and there are not a lot of underground parties like in London, New York, or Paris. So, with Joon, I want to bring that vibe with different sounds and also have this exclusivity.

Joon is how I want things to be, a little bit more stripped down. You can go to the event and be curious about the music that is being played, as they are not used to hearing this within Dubai venues. It is about curating, and this idea is not there yet.

Dubai’s crowd is slightly more demanding than other places. There are always going to be people who will let you know that you haven't met their musical expectations and eventually voice that out to you during a gig. I have had similar moments, yet I see it as a challenge! It is my time to show my capabilities, show what I want to play and allow people to explore something different. However, it is always important to interact with the crowd and play tracks that can be connected instantly, whether new or familiar.

At the end of the day, a DJ curates and provides a certain type of vibe with their music, matching it with the venue they are playing in. It is important to give DJs a chance to do their own thing and simply trust the process!

At a Joon party, we want people to enjoy the music and discover new things. Of course, we will play some familiar songs, but we want to show something new. We want people to recognise our efforts and have fun.

At Joon, we value music, community, and conversations. We want to bring together people from different backgrounds and allow them to discover new things. We want to create a cool crowd of friendly people who have fun together. We want people to leave our parties with something new to talk about. You never know what connections can be made through talking about the music and experiences at our events.

— What does it mean — Joon?

— I wanted to include something from my roots. So Joon means “my love” and “my dear.” In Farsi, it means “my soul.” I always heard this word growing up. It looks fantastic. Short, the double “o” as well. And it is easy to pronounce it, which is very important too.

— For me, “Joon” sounds very fresh. And connected with youth.

— It means “living”. It is a form of endearment, a way of saying “honey”, “love”, or whatever, but it is more profound.

— Each of us has our ways of thinking outside the box. It can be anything. What about you?

— I often have days when I get stuck and feel like I am not making progress. To deal with this, I take a break from work, leave it for a while and try not to think about it too much because overthinking does not help me. Sometimes, ideas come to me when I am not expecting them, like when I am showering or going to bed, and I write them down. Later, I look at my notes and try to make those ideas work. I use Pinterest and another platform called Save It to find inspiration and create mood boards. I do not have a specific way of organising my thoughts, but taking a break and focusing on something else helps me get back on track. Although the problem is still there, I try not to let it overwhelm me.

by Alexandra Mansilla