Camryn Nichols, otherwise known as YAYAH, is a San Francisco based producer and songwriter. After spending his teenage years in Sacramento experimenting with various sounds in different bands (TMK, Ugly Bunny, etc.), Camryn made the move to San Francisco to start college and develop his new musical identity as YAYAH. YAYAH, unlike Nichols’ other previous projects, really focuses on the strength of production and lyrical content. During a yearlong hiatus from the music scene between June of 2014 and June of 2015, Nichols spent his time finishing high school and coping with familial hardships. This year of dormancy from music left Camryn with a mind full of musical and lyrical thoughts, feelings, and ideas that were ready to be recorded and manicured. The sound of YAYAH is powerful. With emphasis on percussion and synths in the production and the strength and raw reality within the lyrics, YAYAH’s sound is a dynamic, experimental RnB powerhouse, capturing the essence of urban electronic music with a nostalgic feel and rhythmic experience. As the first few tracks became audible, the sound began to take on its own landscape. Nichols could feel immediately that there was more to the music then sounds and lyrics. There was a component in the music that created a hyper-real imagery in Nichols’ mind that needed to be expressed. In August of 2015, Nichols began working with various artists to develop images to go along with the soundscapes he was creating. At this point, he realized how important the role of imagery was going to play into the musical aspect.