We met Xander de Buisonjé as the frontman of Volumia!, for which he wrote, among other things, the songs Hold me, Goodbye en It's over wrote. He later focused on a solo career. He is still one of the most popular artists in the Netherlands. Xander recently also fulfilled the role of coach, producer and officiant, and together with his team he developed the world's first, completely wireless, custom-made in-ear computer under the name BREGGZ. For a conversation with Xander, I travel to the head office, located on the Staverden Estate near Ermelo.
You turned fifty this year. A milestone. What interesting insights have you gained about yourself?
“For the first time in my life, in several years, I have really landed and am more balanced than ever before. You may never get to where you ultimately want to be, but that will be an ongoing process until you turn the corner. I mainly started working on myself. Things that got in my way from the past, causing me to accumulate patterns that were not healthy, and sometimes not for my immediate environment either. My insights are also: don't judge. Never, no one. I don't always succeed, because I'm just a human being, but I think you have to mirror everything within yourself and keep reflecting. Everything starts with you. It may sound a bit corny, but I try to live as lovingly as possible and to be good to the people around me. The less pleasant sides of growing older? I still have a lot of energy, but not inexhaustible. It is no longer possible to pull through one evening and be fit again the next day. Fortunately, I have been through enough and I am happy that I am now at this point in my life.”
The corona pandemic is behind us. How do you look back on it?
“It was intense what happened to the world, but we had a lot of time together as a family. It was fun and there were no obligations. Later, during the second wave, when things were possible and allowed again, I felt again what a normal social life was. Great that I could eat and drink with friends again on a Saturday evening. On weekends I normally performed or saved my voice. I then also realized that I don't want to be on stage until I'm seventy, even though music is my greatest passion. I always want to be there for my family at some point. Then no stage. By definition, I could do without applause. The fame that comes with it is not interesting to me, because it is of course a bubble. I want to give people a nice evening, make them happy. Not more than that."
So you don't derive status from your fame?
"Absolutely not. And neither does my identity. I've definitely gotten off track at times, or had a burnout, because I couldn't keep it up anymore, because you always have to be on. I've also always said to my friends: the moment I start flying or identify too much with being an artist, please pull me down and throw me into a cold bath. Fortunately that never happened.”
You are now a wedding official. How did the inspiration to solemnize marriages arise?
“I need a challenge, or sometimes something new, something different. My wife Sophie said, 'Why don't you marry people? You often write love songs, you embrace love, you live for love.' And besides, weddings are often in the afternoon hours. This way I could balance my work well. I love marrying people because I get to be a part of one of the most beautiful days of someone's life. You know so much about them: from very intense stories to the love encounter.”
So you still believe in the magic of marriage?
"Certainly. I'm a sucker for love and married to Sophie for thirteen years this year. Celebrating life, but especially love, is so beautiful. Not necessarily with a wedding, you can celebrate love in many ways, even very small.”
You are CEO of BREGGZ Hearables. Where did this idea start?
“I, like other artists worldwide, wear professional in-ear monitors on stage, so you can hear yourself clearly, with great sound. The question that came to me a few years ago was why this fantastic sound is not available to the consumer, that is, to everyone. That became our mission: 'I just want the world to hear what I hear.' I then worked on development for three years together with a dream team. BREGGZ is the only custom-made wireless in-ear computer in the world.”
What does the product promise?
“BREGGZ has much more than a revolutionary sound. We have developed a patented cartridge that contains all the technology. The device stands for the best quality, from all the individual components in the device to the service. That combination: the look & feel, a computer that you control with your voice, a personal assistant in your ear and much more, makes our product one of a kind. Also unique is the BREGGZ app, where you can have your ear scanned so that your in-ear computers are completely fitted to your ear. There is a BREGGZ basic line, but you can make it as crazy as you want, with diamonds, in gold and silver.”
What is your objective?
“We hope a piece of that mega-exploding hearable market, because there is virtually nothing growing as fast as that within the tech industry. We also think this will work. Of course, privateers come to the coast, but I think we are one of the first to focus on the high-end part of the market.”
As a coach you guide individual artists. What do you give them?
“I am currently guiding two young talented singers, Phillis Vanenburg and Romy Dannenburg. I really look for the DNA of an artist. Many artists make something or have something made, without thinking about whether that is really what they want to release. I believe in your passion, but also in your mission. Where do you want to go? What do you want to achieve? The two girls I coach are very disciplined, which is not always the case with artists.”
What are your priorities for the future? Score another hit? Or do you focus on BREGGZ?
“The music industry is a super fun world and there are a lot of wonderful things in store musically, which will be announced soon. In addition, I also have the need to develop in another area. I sometimes miss a little more variety, a new challenge. I find that challenge with BREGGZ, because I can learn again, and I sometimes feel as green as grass. Everyone always arranges everything for me in business terms, but now I'm starting to build something new myself.”
Curious about the rest of the interview? The magical autumn edition of MASTERS Magazine is now available. Artificial intelligence has now become an indispensable part of our lives. But, is this development something to celebrate or fear? Will Terminators take over or will friendly robots make our earthly existence even more comfortable? In this edition, AI is examined. According to philosopher Rowan Williams, it is important to remember that whatever AI does, it always imitates. And that we as humans distinguish ourselves through ingenuity. A good example is real estate entrepreneur André Snippe, who is developing an ultra-modern city district in Hoofddorp. Or nautical designer Jurjen Eerkens, who has developed a groundbreaking boat with his Hytender that is leading the way in making the yacht industry more sustainable. These and more resourceful entrepreneurs grace the pages of this edition. Which also looks ahead to MASTERS EXPO | The MAGICAL Edition, our exclusive business fair also born from ingenuity.
Order MASTERS Magazine #55 here
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