Recording - March 2011 - 21

So there might be a verse-chorusverse-chorus-out version of every song, in additon to the full three-verse version there might be a two-verse version... ...and the intro might not be an intro but the second half of the chorus to grab the listener... Absolutely, so people have to start to experiment with different song lengths, different song structure. Listeners could be playing a game at the same time, checking their text messages—there are so many ways that people are ingesting music, it’s no longer either radio, or at a club, or in front of their hi-fi speakers at home. And it’s mostly earbuds now... I remember in the old days when I was producing records we always used to have that single mono Auratone speaker that we used to listen to the final mix to make sure nothing was missing. That was what it would sound like on a car radio or a kitchen radio, like what most people would be listening to. Now they might just as well have a little white wire coming out with two earbuds, and a little compressor that makes it sound like 192 kbps, and see if it still passes muster. When you’re in the studio, you listen to huge studio speakers with big amps, great sound from 20 to 20, but that’s not how people are listening to music, really. These are things people should watch and consider. On your seminar website I saw the term “Creative Quartet”. What is it? I also call it the Creative Conundrum; it is composed of four elements that combine to make an artist a hit artist. There is a lot of clutter in a world where over a hundred thousand albums are released a year, and over 81,000 of them sell less than 100 units, and 17,000 releases sell only one unit! Thousands of musicians produce releases on their home computers, with programs like Garageband, and they pay maybe 35 dollars to put it up on TuneCore, and these releases don’t get bought by anyone, but they get in the way of the artists who are in real studios spending real money in real time trying to break through. There’s so much clutter out there, the artists have to have a sound, everything about them has to be differentiated to have a chance at breaking through. What are the four elements? Okay, so we break it down. • The first is the song. It has to stand out, above the other songs actually, the composition, including lyrics and everything about how the song is written.
RECORDING MARCH 2011

• Second is the production, the recording, the performance—everything that happens in the studio. • The third element is the live show; a lot of groups are breaking because of the notoriety of their live shows. If they’re great live, then that could be how they market themselves and promote themselves, and in some cases, a great-enough live show can make an artist break, even if the songs are just OK and the production is just OK but they are just so amazing live. More and more that is the case, as radio is diminishing in power. • The fourth and last area is becoming the most important, more and more, and that’s the image, the concept, the

story, the platform, what does the artist stand for, what do they look like, what is their image. All of that stuff that previously was intangible back in the prevideo days. Not image as strictly looks...? In the video days the look became more important, but now in the YouTube days, people are buying artists based on what they stand for, “How do they affect me?”. Susan Boyle is a great example, that one little video of her ended up selling 31/2 million albums in six weeks this time last year, based on what people liked about her that she stood for—here’s this hausfrau from Northern England, able to beat the

21


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Recording - March 2011

Table of Contents for the Digital Edition of Recording - March 2011

Recording - March 2011
Fade In
Contents
Talkback
2010 Winter NAMM Show Report
Tom Silverman: On Songwriters and the New Reality of the Music Business
Shure KSM44A and KSM42 Microphones
Songwriter/Producer—A Hit-Making Combination: An Interview with Sebastian Arocha Morton
The 3 “Ps” of Songwriting: Present, Protect, Promote
Plug-In Outlet
MOTU UltraLite-mk3 Hybrid Audio Interface
Daking Audio FET III Compressor
Reviewed and Revisited: Sony Sound Forge Pro 10
It’s Your Music—Know Your Rights. Chapter 12: The Role of the Agent
Reviewed and Revisited: Avid Pro Tools 9
Readers’ Tapes
In the Studio: Recording Not Forgotten: Three Scenes for Violin and Piano
Roland Juno-Gi
DAW Details
Advertiser Index
Fade Out
Recording - March 2011 - Recording - March 2011
Recording - March 2011 - Cover2
Recording - March 2011 - 1
Recording - March 2011 - Fade In
Recording - March 2011 - 3
Recording - March 2011 - Contents
Recording - March 2011 - 5
Recording - March 2011 - Talkback
Recording - March 2011 - 7
Recording - March 2011 - 2010 Winter NAMM Show Report
Recording - March 2011 - 9
Recording - March 2011 - 10
Recording - March 2011 - 11
Recording - March 2011 - 12
Recording - March 2011 - 13
Recording - March 2011 - 14
Recording - March 2011 - 15
Recording - March 2011 - 16
Recording - March 2011 - 17
Recording - March 2011 - 18
Recording - March 2011 - 19
Recording - March 2011 - Tom Silverman: On Songwriters and the New Reality of the Music Business
Recording - March 2011 - 21
Recording - March 2011 - 22
Recording - March 2011 - 23
Recording - March 2011 - Shure KSM44A and KSM42 Microphones
Recording - March 2011 - 25
Recording - March 2011 - Songwriter/Producer—A Hit-Making Combination: An Interview with Sebastian Arocha Morton
Recording - March 2011 - 27
Recording - March 2011 - 28
Recording - March 2011 - 29
Recording - March 2011 - The 3 “Ps” of Songwriting: Present, Protect, Promote
Recording - March 2011 - 31
Recording - March 2011 - 32
Recording - March 2011 - 33
Recording - March 2011 - Plug-In Outlet
Recording - March 2011 - 35
Recording - March 2011 - 36
Recording - March 2011 - 37
Recording - March 2011 - MOTU UltraLite-mk3 Hybrid Audio Interface
Recording - March 2011 - 39
Recording - March 2011 - Daking Audio FET III Compressor
Recording - March 2011 - 41
Recording - March 2011 - Reviewed and Revisited: Sony Sound Forge Pro 10
Recording - March 2011 - 43
Recording - March 2011 - It’s Your Music—Know Your Rights. Chapter 12: The Role of the Agent
Recording - March 2011 - 45
Recording - March 2011 - Reviewed and Revisited: Avid Pro Tools 9
Recording - March 2011 - 47
Recording - March 2011 - Readers’ Tapes
Recording - March 2011 - 49
Recording - March 2011 - In the Studio: Recording Not Forgotten: Three Scenes for Violin and Piano
Recording - March 2011 - 51
Recording - March 2011 - Roland Juno-Gi
Recording - March 2011 - 53
Recording - March 2011 - 54
Recording - March 2011 - 55
Recording - March 2011 - 56
Recording - March 2011 - 57
Recording - March 2011 - 58
Recording - March 2011 - 59
Recording - March 2011 - DAW Details
Recording - March 2011 - 61
Recording - March 2011 - 62
Recording - March 2011 - 63
Recording - March 2011 - 64
Recording - March 2011 - Advertiser Index
Recording - March 2011 - 66
Recording - March 2011 - 67
Recording - March 2011 - 68
Recording - March 2011 - 69
Recording - March 2011 - 70
Recording - March 2011 - 71
Recording - March 2011 - Fade Out
Recording - March 2011 - Cover3
Recording - March 2011 - Cover4
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