Social media, passion and music
Montreal-based musician and director Luka Ferraro leverages the fun he has doing social media to promote his music
Luka Ferraro isn’t sure if he’ll stay in the same genre forever, but for now it excites him. As an indie pop-rock musician who studies film production at Concordia University and has a prominent social media presence, he makes music that he likes, which for now involves making energetic tracks.
“The goal is to really translate the emotions during the sessions, which for me, often, is a lot of, I guess, excitement, joy and fun,” Ferraro said.
His background as a director allows him to be very open-minded about collaboration, and he writes alongside many friends.
“There’s a great feeling when we write music, and I try to package that as well as I can,” Ferraro said.
Some of his inspirations include Dominic Fike, Jon Bellion and LAUNDRY DAY.
Ferraro has over 7,000 followers on Instagram. His philosophy with social media mirrors his philosophy with music: to make things he enjoys. Ferraro believes many artists make content they’re not passionate about to promote their music, which inevitably leads to burnout.
“It’s really hard to be disingenuous for a long period of time,” Ferraro said.
He began making videos entirely for his own enjoyment when he was young, and like many kids in this generation, dreamed of being a YouTuber. Ferraro would post magic tricks and recreations of action movies.
So, when he started making music in his late teens, making videos came naturally.
“For me, it was just the fun of it. ‘Oh, I get to be an artist, I get to make music videos,’” Ferraro said. “It was like a bonus.”
He says that he enjoys the visual aspect of his projects just as much as making the music itself.
Ferraro makes two distinct types of videos: short-form social media videos and longer-form music videos. He says that he gets a lot of help making both types of content.
“I’m lucky to be around a lot of really talented friends,” Ferraro said.
In particular, he mentions recently working alongside local Montreal director Josh “Pop” Popovsky.
Ferraro's music videos lean towards comedy, and he experiments with different styles. He works with what he’s passionate about, as well as what the people around him are passionate about.
“In my mind, being an artist isn’t confined to a medium; it’s more of a way of thinking about things and a way of approaching things.” — Luka Ferraro, Montreal-based musician
“It’s really important to me that in all pieces of the art I make that it’s palpable that there was fun had in the creation of it,” Ferraro said.
He doesn’t take himself too seriously and focuses on presenting his most authentic self, as much as one can through the funhouse mirror maze of social media. Ferraro says that he doesn’t ever see himself as a “serious artist.”
“I think I can only really be me, who is a very, like, relatively normal human,” Ferraro said.
When he was younger, he was interested in gymnastics and drumming.
“If you mix drumming and gymnastics, you kind of get breakdancing,” Ferraro said. “So I was really, really into breakdancing for all of high school.”
Ferraro attended a dance school called Break City in the West Island and performed around the province. There, he danced with his friend Ash Stewart.
Stewart describes himself as Ferraro’s first fan. Stewart says that Ferraro wasn’t very good at first.
“He managed to work really hard and become a fantastic musician, and I’ve been listening ever since he decided that it was even something he could possibly do,” Stewart said.
Stewart is a filmmaker and actor. He filmed, directed and edited the music video for the song “SMS,” highlighting Ferraro’s collaborative process.
Ferraro largely stopped dancing when COVID-19 hit, which is also when his music journey began.
During the pandemic, he and his friend George Olivier started an indie rock duo called 20 Minutes Til Sunrise. They had danced competitively together in high school and wanted to find something creative to do without leaving their house. They pirated Ableton, a digital audio workstation, on their laptops and started learning instruments at home.
“On the first project, you can literally hear us borderline learning how to write a song across the entire thing,” Ferraro recalled. “It starts off pretty rough.”
He still incorporates dance into his art, even if it’s not his main focus anymore, and you can still see him dancing in many of his music videos.
Ferraro works very collaboratively. He has a handful of people who chip in from time to time, but mostly he collaborates with his friend Napoleon Comeau.
Comeau has been working with Ferraro since spring of 2025. Comeau works as a producer on Ferraro’s music and also handles mixing and mastering.
They write a lot of the songs together, sitting in the same room and coming up with lyrics, chords and beats on the spot.
Comeau says that usually, within an hour, they have a mostly complete product. After sessions at Comeau’s home studio, Comeau works alone to prepare the songs for streaming platforms.
Right now, the two are meeting twice a week to work on Ferraro’s next album.
Comeau describes Ferraro’s working style as dynamic and quick. There isn’t much hesitation.
“If it feels right, we just go with it,” Comeau said.
He describes Ferraro as fiery and disciplined, saying that Ferraro wants to work as quickly as possible to keep the momentum going.
Comeau mentions that Ferraro often dances or does push-ups during the writing process to maintain that spark.
Comeau also says that Ferraro is obsessed with data and with the game of social media, which has no doubt led to a lot of Ferraro’s social media success.
Ferraro occasionally brings other people in to help out. Whether he recruits them specifically for something he’s having trouble with or someone happens to be in the same room while he and Comeau are writing and offers an idea in passing.
“A good idea is a good idea, and just because it wasn’t mine, like I shouldn’t punish the song for that,” Ferraro said.
In terms of lyrics, Ferraro once again returns to this idea of authenticity. He doesn’t want to try to be something he’s not. So, his songs often reflect whatever is currently on his mind.
While he is currently invested in music, that doesn’t mean things will stay that way forever.
“In my mind, being an artist isn’t confined to a medium; it’s more of a way of thinking about things and a way of approaching things,” Ferraro said.
This article originally appeared in Volume 47, Issue 2, published September 22, 2026.
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