SUKHJOT: FROM VISION TO INFRASTRUCTURE
BUILDING HOUSTONOLOGY
INTERVIEW BY: EMILY ARAUZA
MARCH 26th., 2025
Houston isn’t just a city—it’s an ecosystem, a creative current, a living, breathing space where culture is shaped in real time. Sukhjot didn’t just step into it; he built his own frequency within it. From directing visuals for major Punjabi artists to shaping Houstonology into a multi-layered hub for music and art, he’s proof that independence and infrastructure can coexist.
This conversation isn’t just about career moves—it’s about ethos. About what it takes to carve out a lane when the industry is shifting beneath you. About why creative direction is more than aesthetics—it’s about intent. It’s about finding the balance between raw passion and strategic execution.
Sukhjot talks reinvention, risk-taking, and the reality of building something that lasts. He breaks down how he’s pivoted from Western industry constraints to global influence, why direct connection with brands matters more than middlemen, and what it means to create a space where artists and visionaries can thrive.
Music4Winners isn’t just a title—it’s a mentality. A blueprint. A commitment to staying locked in, leveling up, and bringing people with you. If you’re here, you’re about to step inside that mindset.
Sukhjot: “I’m Sukhjot, I’m a director & founder of Houstonology, a mgmt & production company.”
Emily Arauza: “That sounds impressive. What kind of artists and projects are you managing and producing through Houstonology? Are you primarily focused on music, film, or a combination of different creative industries?”
S: “I’ve been directing a lot of music videos recently for Punjabi artists such as Supreme Sidhu, Harnoor, & Japjeet Sandhu. I’ve also been doing all the art direction on this upcoming project with Oodaredevil & Jetsonmade so that’s been pretty exciting. I have been focusing mainly on music right now, but I would love to create commercials/campaigns for any sort of business, from an airline to a footwear company such as Salomon.”
EA: “That’s a solid body of work. Punjabi music is making serious waves globally, and being at the helm of visual storytelling for major artists puts you in a unique position. Shifting into commercial work makes a lot of sense, especially with your eye for aesthetics. A brand like Salomon, with its fusion of function and style, could benefit from someone who understands both culture and visuals. Are you looking to approach brands directly, or are you more interested in collaborating through agencies?”
S: “I would definitely prefer to talk to brands directly, I’m for sure a people person & I feel like if these companies see me for who I am & see the passion I have for my work, that’ll be my leverage.”
EA: “Fair point. Since you’re focused on direct outreach, what’s your strategy for getting in front of these brands? Are you leveraging past work to pitch yourself, or are you crafting new concepts to show them what they’re missing? Also, which companies do you think would resonate most with your style right now?”
S: “I don’t do it enough yet, but I’m going to start sharing more about my day-to-day on social media. I feel like I live a pretty active, work-forward life, so definitely putting my personality & letting people see into my life will help me gain an audience & make my whole brand more personable. Definitely using past work is always good to show companies, it allows them to see insight into what your vision is & what you’re capable of. However, you might have work that is not directly related to the company so you can create spec ads for the company you’re wanting to pitch to. You have to build your brand to target a specific company or audience. I’d have to pick brands that I actively use all the time, such as beverages like Celsius, Topo Chico, and Michelob Ultra. I feel like creating campaigns for some beverage companies would be super exciting. I would like to do stuff for fashion e-commerce platforms such as Grailed, eBay, Farfetch, Ssense, DSM.”
EA: “That all makes sense. Putting more of your day-to-day on social media is a smart move, especially since people connect with personalities just as much as they do with the work itself. If brands see the energy you bring to your projects, they’ll be way more likely to trust you with their vision. + Using past work to showcase your style is key, but I like that you’re thinking ahead with spec ads. It’s one thing to say you could do something for a brand—it’s another to show them exactly what they’re missing. But let me flip this—how old are you now, and how old were you when you first started directing? Do you see Houstonology evolving into something bigger in the next few years, or do you want to keep it more personal? And beyond the work, have you found something or someone that really keeps you grounded in all of this?”
S: “I’m 24 now, in 2020 when COVID first came around, I was 19, I was still pursuing my degree at UH, but with everything online, it gave me a lot of extra time & I wanted to work on something meaningful. I’ve always been a fan of music & always been a fan of just making videos, as a kid, I was making skateboarding videos with my friends. So I had the idea of creating a platform to uplift independent artists + small businesses in Houston. Eventually, the name Houstonology came about, the team slowly started expanding & next thing you know, by 2021, I was directing music videos, by 2022, we opened our recording studio + office. I was starting to manage more artists + producers. Every year since 2020, I have definitely reached new milestones just by wearing so many hats, but I’m glad now I can focus on direction & artist development. I definitely see Houstonology becoming a fantasy factory similar to what Rob Dyrdek had in the past. Having a workshop for creatives to come together all the time is much needed in the city, there’s not enough of it. I’m in the works of starting my own record label, so it’s about time we partner up with a major soon! Definitely my whole Houstonology team, it’s one big family, I will always thank my brothers, OhSam & Adrian, for believing in me & building this company brick by brick. Seeing my guys & girls win & just seeing where we are now after all the struggles & hurt we went through in the past keeps me going. I know baby me was dreaming to be in my shoes, doing what I do. I’m traveling the world, meeting amazing people & working on projects I’m passionate about.. I cannot complain.”
EA: “Everything you’ve built in just a few years is insane—going from making skate videos to running a full-scale creative hub, directing for major artists, opening a studio, and now setting up your own label. The fact that each year has brought a new milestone says a lot about your drive and vision. And turning Houstonology into a space like Rob Dyrdek’s Fantasy Factory? That’s the kind of legacy move that could reshape Houston’s creative scene for years. It’s clear you’ve had an unstoppable mindset, but I’m sure there were moments where the weight of it all hit you. Was there ever a time when you questioned whether this was all going to work? And if so, what flipped the switch for you to keep going instead of folding?”
S: “The biggest struggle I faced was feeling stuck in the western music industry, where now, due to TikTok, music videos are less valued and budgets are shrinking. Towards the end of last year, I even considered quitting and finding a 9-to-5 job to use my supply chain degree. However, I switched gears and started focusing on the Punjabi music industry, where music videos still matter a lot. It's a smaller industry but with a huge audience, and I've quickly worked with top artists. I plan to keep moving forward & this year has been off to such a quick start, I don’t see myself slowing down anytime soon. Also the western music industry isn’t dead, you just have to build with an artist, like how I’ve been with Oodaredevil. Sometimes you gotta take a step back, rethink, find your niche & provide value however you can. I would like to add, I’m not hating on the TikTok era at all, it’s brought a lot of success to a lot of my peers & as long as you use it as a marketing tool, it will be beneficial.”
EA: “It’s smart that you’re not writing off the Western industry entirely—building with an artist from the ground up, like you’re doing with Oodaredevil, is how real longevity happens. Instead of chasing trends, you’re betting on talent and long-term vision. Now that you’ve found your rhythm again, what does winning look like for you moving forward? Is it a certain milestone, a feeling, or something bigger that you’re working toward?”
S: “Honestly, every day I’m alive, I’m winning, every day my family is happy I’m winning. Winning is a mentality that’s instilled in me as a person. Music4Winners Forever. Some Grammys & Billboard top 100 placements would be cool too.”
EA: “That’s the kind of perspective that separates people who chase success from those who actually live it. Winning as a mindset means no matter what happens—awards, placements, industry shifts—you’ve already won just by doing what you love and keeping the people around you happy. That’s something deeper than any trophy. But even with that mentality, there had to be a moment when you realized this wasn’t just something you were good at, but something you loved. Was there a specific project, a shoot, or even a small moment where it really hit you that this is what you were meant to do?”
S: “That project has got to be Music4Winners, it was the first album we dropped as a team under Houstonology. One of my best friends & producers, OhSam, brought the idea of dropping an album with his collaborators. Everything from the marketing, to the visuals, to the music, to the release party was just proof of concept that we can do everything entirely in-house & everyone singing along to some of the songs at the release party was just a beautiful moment. The unity music can bring is just awesome & I will always chase after that feeling again and again.”
EA: “That’s a full-circle moment—seeing an idea come to life, from the production to the visuals to the release, and then watching people actually connect with it in real-time. That kind of unity, where something you helped create brings people together, is exactly why music is bigger than just sound. It’s culture, it’s movement, it’s memory. No wonder you keep chasing that feeling. With everything you’ve built and the people you’ve worked with, I’m sure you’ve picked up a lot along the way. Has anyone ever given you a piece of advice that really stuck with you—something you go back to when things get tough or uncertain?”
S: “Yes, one piece of advice that stuck with me is staying true to your roots. Meaning, it is important to build community in your own city, because it’ll follow you wherever you go. Your city is what made you. So don’t ever forget that.”
EA: “A lot of people get caught up chasing outside validation and forget that the strongest foundation comes from where you started. When you build something real in your own city, it travels with you no matter where you go. With everything you’ve learned and experienced, what’s a piece of advice you’d give to someone trying to carve out their own lane in this industry?”
S: “You’ll see a lot more consistency when you’re doing what you love. Never stop learning. I try to learn something new every single day. Last but most important, focus on one thing at a time & pay attention to details. Everything must be intentional.”
