Just an American girl: Cindy Alexander performs at Saint Rocke

Cindy Alexander performs tonight at Saint Rocke. Courtesy photo

Cindy Alexander performs tonight at Saint Rocke. Courtesy photo

by Whitney Youngs

In the face of new technology, some musicians find their careers lost at sea among the vast expanse of the Internet. With the advent of music-streaming sites like Pandora, Apple Music, Spotify, and Tidal, some artists find navigating the music industry’s uncharted waters daunting.

Singer/songwriter Cindy Alexander, however, recognizes the futility in the fight against modernity, and from such realization, envisions a music career brimming with possibility.

“If you try to fight technology and the Internet, you won’t have a career. I think you have to find a way to make it work in your favor,” says Alexander. “Owning my own label, I have truly benefited from the Internet. And one thing I know: touring is more important than ever.”

Alexander, born and raised in Los Angeles, released her latest album entitled “American Girl,” in early October. The title tune comes from Alexander’s slow-tempo cover of the Tom Petty hit. “American Girl” features “Monarch,” a silky, steel-pedaled ballad bursting with haunting imagery and “Play,” an homage to songwriting from the perspective of both listener and musician.

ca album“I’ve written my way through depression, I’ve written my way through heartache, I’ve written my way through cancer, so to me, that outlet is my therapy,” says Alexander “I’ve found I can go anywhere, be anything, do anything that I want with music. Things I might be too afraid to say, do, or be, I can do all of that through a song.”

Alexander embarked on the road as a touring musician with the release of her 1999 album “See Red,” distributed on her label JamCat Records. Despite being offered a deal with a major record label (as the winner of NBC’s talent show Star Tomorrow), Alexander remained an independent artist and retained all publishing rights to her songs.  

“The challenge is to keep redefining what success means to you,” explains Alexander. “You can make a living at music if you work really hard. And it’s just not writing songs and performing—there’s a business to it. You have to think outside the box about where you can place your music and use your talents. As a creative person, you have use that creativity in business as well as in the music.”

Alexander’s decision to maintain her indie status inspired her fans to cover the costs—via pre-orders and donations— of her fourth album, “Wobble with the World” released in 2007. The album garnered South Bay Music Award nominations in the categories of Independent Album of the Year, Best Female Vocals, and A/C Artist of the Year. Over the years, Alexander has won accolades from L.A. Music Awards, All Access Magazine, Just Plain Folks, and L.A. Music Critic’s Awards.

With a career spanning seven albums and numerous contributions to compilations, including the soundtrack to the 2001 film, “Sugar and Spice,” Alexander has embraced the Internet to amass fans all over the world with shows booked across the U.S., as well as, Japan, Germany, Ireland, and the Island of Barbados.

“I was an actress before I was musician, and in acting, there is only one role that everyone is auditioning for, but in music there’s only one you,” explains Alexander. “So, instead of a sense of competition, there is a sense of collaboration. I fell into a community of artists happy to share in their promotion, their ideas and their audience. We lift each other up, we keep each other going, and I have musician friends all over the world, since it’s been how my audience has developed.”
Cindy Alexander will perform at Saint Rocke on March 10 at 8pm (with Dana Fuchs). See SaintRocke.com for tickets. 

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