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Musician Jules' origin story reads like a millennial bildungsroman. Picture this: New York City, pre-pandemic chaos. Our protagonist, Jules (no last name—like Zendaya), is fresh out of the Berklee College of Music with a shiny songwriting degree, living the quintessential starving artist life and looking for their big break. They're walking dogs, starting a band, subsisting on ramen and wondering if that student loan debt was really worth it. Then, like a scene straight out of an indie film, a random Craigslist ad appears. Not for a questionable sublet or a "models wanted" scam, but for a gig teaching kids music classes. With nothing to lose, Jules answers the advert placed by Rachel Griffin Accurso, the brains behind future YouTube juggernaut Ms. Rachel (aka, Songs For Littles).
Jules found themselves catapulted into the epicenter of a kiddie content revolution.
“The YouTube channel blew up to unreal proportions,” they tell SFR, “because people were trapped at home with their kids.”
As COVID-19 transformed living rooms into classrooms and parents into reluctant teachers, the demand for quality children's entertainment exploded like a science fair volcano. Ms. Rachel's subscriber count hit a mind-boggling 10 million—plus, with more than 7 billion views, and Jules went from anonymous dog walker to being accosted by toddler groupies on the street. Talk about a glow-up.
But Jules is not one to rest on their laurels or to churn out cookie-cutter nursery rhymes—or riding on the coattails of recent fame. Their latest album Jamming with Jules! is a genre-bending sojourn they describe as “Raffi meets Kacey Musgraves meets my old rock band, Boketto The Wolf.”
That’s the kind of description that makes music critics curious and leaves parents wondering if they've accidentally stumbled into a Brooklyn basement show. Nevertheless, Jules is pushing boundaries, tackling tough topics and proving you can rock a onesie just as hard as you can a leather jacket. Their newest YouTube series, Songs for Every Little, reimagines classic children's songs and nursery rhymes with bias-free language, turning potentially problematic lyrics into anthems of inclusivity and sharing. It's like Schoolhouse Rock for the woke generation—minus the cringe factor.
“I really try to just bring everything I do back to my values and my alignment,” Jules says.
And it gets even bigger. The upcoming Jules tour, in cahoots with the Rock and Roll Playhouse family friendly tour brings kids’ shows to some fairly iconic music venues across the country. It's a brilliant move that allows parents to relive their concert-going glory days while introducing their spawn to the joys of live music. Just don't expect any mosh pits or crowd surfing.
Closer to home, Jules is also one of the creative forces behind Santa Fe Portalfest, a music festival that takes place entirely in and on the portales and driveways of their local neighborhood. Jules founded the fest in 2022 alongside their friend Sal Maxwell, and what started as a small gathering of artists has exploded into a full-blown community bash with 70-plus acts across numerous genres—from mellow acoustic sets to head-banging metal. This year’s iteration in August drew an estimated 1,500 people and included an art market, a family zone for the kiddos and even a wellness area for those who wanted to zen out between sets. In the long-term, Portalfest’s organizers are committed to inclusivity and community-building and prioritizing LGBTQ+ and BIPOC artists in a way that is genuine rather than tokenistic. Both Jules’ trajectory as well as Portalfest's serve as reminders that great art doesn't have to come from traditional sources or follow established rules.
In the now, as Jules gears up for their next tour, they're taking a grassroots approach to promotion that would make any indie band proud. Instead of splashing out on billboards or radio ads, they're leveraging the power of community by offering incentives to fans who help spread the word and flyers around their city. It's like a preschool version of street team marketing and an example of how Jules has crafted a unique niche in an overcrowded market. Their thoughtful approach demonstrates how it's possible to create content that's both educational and genuinely enjoyable for children and adults alike—no mean feat in a world where most parents would rather stick forks in their ears than listen to "Baby Shark" one more time.
Jules also provides much-needed representation in the often heteronormative world of children's entertainment. By simply existing in the public eye, Jules shows kids from all kinds of families that they, too, can rock out and be themselves. Such representation doesn't feel forced or preachy, but simply authentic. Their willingness to tackle complex topics and push musical boundaries suggests we can expect even more innovative content in the future.
“I want my must to really resonate with kids as they grow up,” Jules explains.
Jam With Jules: 4 pm Thursday, Sept. 26. Free with RSVP. 131 B Water St., Lost Padre Records, tinyurl.com/jules2024
