Tag Archive for: demos

The Paradox Of Releasing Original Music

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Releasing original music can be hard if the artist is truly original. Recently, the techno producer and label owner Ramon Tapia lamented that after spending the day listening to demos that, “Young aspiring producers create pretty much identical tracks.” However, when you listen to his label, Say What? Recordings, you realize that all of his tracks kind of sound the same. 

So you have this well known producer insisting that everything he gets sounds the same, but then when you listen to the stuff he releases on Say What?, it all kind of sounds the same. Therefore, naturally, after people listen to his label, they’re going to send him a pretty accurate representation of what they believe fits on the label, and thus everything he gets will sound, more or less, the same. This, my friends, is what you call a paradox. However, he is not alone in this. This is just how the industry is.

 

Categorization = Homogenization 

A problem that many artists have is squaring their artistic integrity with being able to get their music heard. And just like artists have this conundrum, so do the labels that sign them. Many labels wish they could allow artistic integrity to shine, but ultimately they have to make sales, and truthfully, most people, even music hipsters, are pretty closed minded to new sounds. 

Additionally, for better or worse, we live in an era where sound has become homogenized into a bunch of genres and subgenres, and where time has essentially collapsed (nostalgia is strong in 2021). It seems like this was originally meant to make it easier to create a taxonomy of music, and thus open up more possibilities for artists to create more unique sounds, but in a lot of ways, it has done the opposite. 

While everything back in the day used to be “rave music”, now everything has its own neat little home, and anything that strays outside this becomes too different to stratify, or simply gets earmarked with the ubiquitous “experimental” label, which is often a red flag for “inaccessible.” That’s why releasing original music can be hard. 

How This Has Made It Hard To Release Unique Music

This has made it difficult for people who create art focused music to find a home. Sure, there are labels that are more open minded than others, but those are far and few in between. Most labels have a sound and they stick to it, because they know that it will sell to their market. 

However, every once in a blue moon you see one of the label curators, like Ramon, stating that all the songs that they get sent all sound the same, not realizing that they caused their own conundrum by “curating a sound.” 

Archipel (my label), while we curate a sound, does things a little differently. That’s why, in this blog post, I wanted to touch on how we balance originality with marketability. 

How Music Is Sold And Consumed

First, let’s talk about how much is listened to and sold. There are three spheres – people who make music, people who listen to music, and the bridge that connect people between the two. This bridge is either labels, or channels such as blogs, YouTube channels, and Spotify playlists. 

However, because of the algorithmic era that we live in, in order for many of these channels to grow, they have to keep listeners engaged, and the unfortunate fact is that most listeners aren’t that interested in hearing new music. Sure, they may be into new music in a respective genre, but anything that challenges that genre may result in a user skip. And every time you get a skip, you get devalued in the algorithm. And content curators know this. Therefore, it’s in their best interest to keep things predictable, and to be wary of anyone releasing original music. 

a picture of how culture matters while releasing original music

Your Culture Matters

Another part of how people consume music is the culture that they live in. If it encourages people to be open minded to new sounds, then they may check out new sounds. 

A good example of this is Montreal, where I’m from. We have a ton of unique, forward thinking musicians that don’t sound like anyone else, releasing original music. Good examples of this are Tim Hecker, Godspeed You! Black Emperor, Arcade Fire, Grimes, Kaytranada, and Leonard Cohen. 

Sure, there are a dime a dozen Arcade Fire and Leonard Cohen sounding musicians, but at the time they were first releasing original music, these sounds were fresh, and exhilarating. And this innovation was only possible due to the culture they existed in. Unfortunately, most places aren’t like Montreal though. 

Don’t Disregard Small Cultures

Speaking of culture, even if you don’t live somewhere as open minded as Montreal, there are most likely small circles where you can get away with releasing original music, and performing it to a receptive crowd. There is this perception that in order to enjoy music, you somehow have to be part of the mainstream crowd that represents it. This is usually unrealistic for most people, so I always recommend finding five or so people who can become advocates for your sound. They’ll tell others about it, and you never know what opportunities that will open up, or what other subcultures they belong to that your sound fits into.

a photo of a guy preparing for releasing original music


The Label’s Culture Matters When Releasing Original Music

I’ve written about this a lot, but another thing about Archipel is that just because your sound might fit, that doesn’t mean it’s going to be signed. That’s because just as much as a label is about creating a sonic portrait, it’s also about cultural fit, just like most other businesses. 

Think about it, you’re a software developer who applies for a job. You have all the credentials, and can write clean code with the best of them. However, so can everyone else who is in the same round of interview you are in. So what separates you from them? Your personality. That’s why we generally only sign people who we have a personal relationship with, or someone who presents themselves to be culturally relevant. 

Therefore, before you try to get signed with Archipel, it’s best to talk to us for a bit. Maybe get some mixing and mastering done. Interact with our posts. Talk to our artists. But if you don’t want to do all of this, then, for God’s sake, don’t just cold email a link. This has been happening constantly over the last 10 years, and it’s a waste of time. Instead, write something about how you would be a good fit and show that you have done your homework, just like any job interview. This attitude will result in a higher acceptance rate to other labels as well, even if your sound may or may not fit.  

Good Labels Release Original Music As Part Of A Narrative

A good example of this is a while ago I was mastering this artist’s release, and I thought that it would fit the label. So I reached out to him asking if he wanted it to be signed. His response was somewhere between flattery and shock. He was flattered that I thought it should be on the label, but at the same time didn’t think it would fit. That’s because with Archipel, I approach the label like an album, or a DJ mix, where the next release is a song that acts as a bridge to the next. 

I see the whole thing as a narrative, in a way. And that means that even if a song would have worked in the past on the label, at this particular moment, it didn’t, because of the curated story. 

However, this guy’s release, while it might have not made sense in the past, made perfect sense here. 

The moral of this story is that if you really want to be on a label, and that label curates many different genres, don’t worry if it will fit or not – just send it over. You never really know the intentions of the A&R. However, if you want to send music to a label like Say What? Recordings that almost exclusively releases 130+ BPM peak techno, then it’s probably not wise to send them your leftfield ambient track.

In Conclusion

Labels are a tricky thing if you plan on releasing original music. If it’s too similar to everything else, it will get ignored. If it’s too different than everything else, it will get ignored. Even if you find a sweet spot in the middle of that, chances are it will get ignored too, since you don’t have a relationship with the label. Therefore, it’s best to cultivate relationships, and join a culture that will accept you for who you are. Remember, at one point, all genres were truly original. It just took a curator to have the the confidence in order to release it on the market. Maybe it’s time for curators to have more confidence?

 

Pointers To Define Your Sound

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The majority of artists I work with during mastering and finishing your tracks, talk about their desire to define their own sound. It’s important to them because as a music lover many times you’ll hear a just a few seconds of a song and think that’s got to be _____ band, or producer. To achieve this ‘signature style’ there will usually be a particular production style or a sound palate one will use in a way entirely his or her own that is instantly recognizable.
Case in point – there is much talk and celebration of Burial’s album “Untrue” which is now considered to be one of the most influential albums of the last decade.

Why is this album so celebrated?
For starters, the ghostly atmospheres, foley recordings and sound effects of London at night, conjure an atmosphere of a dark, eerie space. The heavy, downtempo vibe of the music is an invitation for listeners to go to their own dark places and reflect on that. Even the titles of his tracks, “loner”, “U Hurt Me”, tap into a feeling of emotional damage, which many people can really connect with. In short, the heavy sound and persona behind the record are instantly Burial.

Taking note of the various elements artists can use to create a sound all their own, let’s analyze some of the fundamentals of what will be influencing your sound.

  • Tonality: this is hugely important as most artists will generally embrace a ‘vibe’ or ‘mood’ in their music such as happy, upbeat, or angry, melancholy. Do you often work in a similar scale or key? Are your melodies basic and straight forward, or do you write complex chord progressions?
  • Genre: picking a genre to work in is perhaps one of the most obvious choices in creating ‘your’ sound, and defining your identity as an artist. Are you embracing an existing one or will you try to fit between two? This can be a hit or miss and to do something original is taking a risk but the reward can be massive.
  • Samples: Are you using samples? Synthesis? Modular? The Orb for example, loved to use samples from specific movies (the 80’s like Flash) and Boards of Canada were famous for recording their synth parts to old tapes and resampling that back into the session. Consider the possibilities of your sound source.
  • Rhythms: Are you more 4 to the floor? Breakbeat influenced? Jazz? Hip-hop? Latin rooted? Take note of where you’re most comfortable and what is your go-to groove.
  • Technicalities: This is where I can help you most and have been helping clients with on their way to creating ‘their sound’.
  • Mistake. Are you going for something slightly sloppy or very tight and quantized? Try to see what mistakes can bring to your music and if something wrong can develop something interesting. Don’t be afraid to try something you might never do as a starting point to your next track. 

The tools and effects you use can also have a major impact on your sound. I’ve covered this before but it’s important to refresh your mind when considering your choice of effects.

Reverb, Delay. You might pick one plugin to work with all the time for consistency. Reverb – maybe you always go for a plate or perhaps you prefer to use huge spaces and long tails. Are you going to use dub delays or short ones to go for a Haas effect?

Compression. Do you want your sound to be compressed or not? This is something think about. Find a compressor that can be your swiss army knife for all occasions, and stick to using that.

The process of defining your sound is much like a designer developing the branding elements for a client.

While not essential but certainly helpful, a designer will tell you which set of colours, fonts, images, and direction to use within all your work.

What I usually do with my clients to create more of a signature sound is take a collection of references and sounds they connect with and then work on a way to replicate similar sounds and ideas. The pad from here, the percussion and swing from there, kicks made this way, hats always that way… and so on. You cherry pick all your preferred sounds from different sources (eg. why not go for a style that is entirely alien to you like afrobeat if you’re into techno?) and make a collection. I can find which synth is excellent at creating that sound, and while playing with it, you’ll often discover so many new sounds you are drawn to that sound original, fresh, and inspiring.

The truth is that trying to define your sound will not come overnight. It’s a process that will be different for everyone, and you truly cannot speed through this and feel right about it because there is no fast track to originality.

That being said, in all honesty, working with someone who has the production and musical experience to guide you in the areas that best represent you is huge and can be a game changer in defining your sound.

As always let me know if you have any suggestions or questions about this post and leave a comment below and tell me what projects you are working on right now.

JP

 

SEE ALSO : Beats and Melodies

Besides music, labels are searching for these traits

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If your productions are tight and ready to go, and you have been looking for ways to get labels to sign your tracks, the natural next step would be to send out a ton of demos to labels and wait for them to call you back with a deal. It’s time to start living the dream right? You’ve done all your homework and followed the advice you’ve read online about how to get the attention of label reps. The thing is, and I hate to break it to you, there is another bit of info you probably don’t want to hear, but it’s important that you know.

Labels don’t want you to contact them. 

Many labels won’t come out and actually say, stay away don’t bother, but before you throw in the towel let me try to explain what this means in the most helpful, and constructive way. I’m also speaking from experience here, so please don’t assume this is standard for every label.

artist, electronic music, demos, label

Photo credit John Hult.

With the enormous and ever increasing stage called social media, a never-ending flood of new artists emerging daily, all wanting the same thing – your attention. With free and new tools available to make marketing and promotion easier by the day, the credibility of the ‘artist’ has become diluted from the perspective of the consumer.
Whether you believe this is good or bad, a new impression has been created which is:

  • Everyone is a producer, and,
  • They all seek some level of attention because they’re not getting in touch. Ironically, people want to listen to music more than ever, but the vast flood of new music leaves many listeners overwhelmed by it all. It’s the same experience for labels.

After such an onslaught of new artists sending in demos many labels become numb to the possibility of finding something great. This makes it harder for those who are truly deserving of attention and recognition.

Does this all mean to give up and stop sending in demos? I would say not necessarily. I’ve covered this topic in previous posts, but I’ll cover this point a more in depth here.

There is one important statement I’d like to point make out about our industry though: The whole concept of promotion has become obsolete and alienated. I’m talking specifically about the promotion from artists to label, artists to fans, artists to promoters as well as labels to DJs and labels to fans.

But still, labels will always find quality music and prefer if they find you. This is a fact. Think of Perlon for instance, they largely release music from their circle of friends and the track to be released will need to be tested by the core of the label (Zip mainly, but Ricardo too) in multiple contexts to see how well it’s received by the crowd. Serious label owners have a very particular vision of their sound platform, and your music will (in many cases) need to follow their established sound to get signed.

In my honest opinion: if you want to be on a label’s radar, you will get better results by getting played by DJs. 

Besides music, labels are searching for these traits in you:

Patience. this is perhaps the most prized trait a label will appreciate from you. In this fast paced world, patience is not only rare but it is also a quality that we all need to work on. It’s about having trust that things will work out in the end and that one’s results will be something that happens in some distant future. Parallel to patience, this goes hand in hand with trust. One goes with the other. It means to be able to have a bigger picture of things, that perhaps somewhere down the road, something great will be happening. Maybe not… but to not lose patience over delays is critical as these are common in the music industry.

Get organized. Being organized is super important and will make everything easier. An organized artist should have a solid promo kit on hand – professional photos, your music project and files in order, ready to be retouched or fixed in case of a problem. There’s nothing more annoying than having to go back to fix a sound, but if you’re all over the place, you might cause delays which then moves the entire schedule, or can even destroy your opportunity for exposure. It’s helpful to start off your productions right, follow these mixing and production tips and save yourself headaches later.

Reactivity. Fast replies to emails, answering promptly, precision with your communication will make you pretty awesome to work with. Busy people appreciate this, and it goes a long way.

Flexibility. This is the opposite of being finicky. Things will never be perfect so let’s try to make the best of it.

In the end, it’s up to you to put in the work, which can be made easier when you step back and look at the big picture. What are your goals? Work backward and determine what action needs to be taken in order to achieve your goals. Take a minute and check out my guide to shameless self-promotion here. Add in a little good luck, some magic here and there, and consistent focused daily efforts. Best of luck to you ~

JP

SEE ALSO :    Are online communities replacing labels? 

Use Mastered Tracks To Submit A Great Demo

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This post will cover some essentials on how to submit a music demo to a label you want to join.

How to send a demo to your favourite record label

If you’re a music producer and have been making a few tracks, perhaps you thought it would be a great idea now to submit a music demo to a label. I mean, that’s pretty much what we all dream of as musicians, which is to be part of a community of artists we appreciate and to be appreciated in return. That sense of accomplishment is something you’ve been pursuing for a while and will most probably be chasing for years to come. Trust me.

I’d say that if you want to reach your goals or be part of a label, especially one that has a certain notoriety, you’ll need to be prepared and to do things right.

I thought I’d make a list of rules for you, starting with these:

  • One demo, one label. Think of who you want to send your music to, check out the latest tracks released by the label, and then pick your tracks accordingly. If the label has been there for a while, chances are they might have a restricted number of artists and that their sound has changed over time. So make sure you’re up to date.
  • Before contacting the label, make sure you’re following the label on social media. This might sound silly, but if you’re sending to a label you’re not following and tell them you’re a fan, it just looks bizarre. It’s something label owners do check.
  • Find the contact to submit to. I could write an entire post about this alone, but I’ll summarize.
    • Check if the label has a website and find the specific contact information for demo submissions.
    • If they have a submissions policy, read it. It’s that simple, but important! If it’s written down, it’s because they want you to stick to it.
    • Send a first email to see if the label is accepting demos at the moment.

You now have the 2 main starters: the label and the how-to-submit. Now, let’s get to work.

Preparing your music demo for submission

Unless the label has a precise modus operandi, here are some general guidelines that work for most labels.

  • Check list with green and red pen over white paperAim for an EP. The magic number of tracks to start with would roughly be 4, so start by picking the best fitting ones. It’s not a good idea to send too many tracks at once since label owners already have a lot of demos to listen to (Note: the Soundcloud age has really brought smoke-screening to whole new level), and it makes you look a bit confused in your intentions.
  • Send your best stuff mastered, if possible. But ask the label for its preference. As much as this sounds obvious, you’d be surprised to know that as a label owner, I do receive music that sounds half-finished, pale, or improperly mixed. It doesn’t show you in your best light, and a first impression can only be made once. Ask someone to do the mixdown for you if you’re not sure.
  • Don’t submit remixes. It’s not up to you to pick the remixers at this point. That’s just awkward.
  • If you send Soundcloud links, make sure your tracks are private. Send full tracks. Use playlists too.
  • Always name your music demo files or record labels might find it later and not know whose it isIf you send tracks, use a service like WeTransfer, and I’d recommend sending mp3 files, in maximum 256 kbps. Sadly, there are people with bad intentions out there, and giving the real masters is risking trouble if the label releases your song. You still have rights over it, but I’ve seen labels do this.
  • Name and tag your files with your name, and title your song correctly. I sometimes find a demo months later with no information at all, and it’s quite frustrating to find out who made it.

Okay, you have your tracks ready, now let’s move on to the first contact.

  • Screen Shot 2015-12-21 at 13.19.12Send your email to only one person!
  • Introduce yourself. Like any emails, business or casual, you gain attention by keeping things short, concise, clear and simple. Don’t share your bio (it has no value in decision-making), your releases to come (if you’re too busy, it can be turned against you, and if you have nothing, it can be… well, not good either), that you like the label (why would you contact the label otherwise?), or your 17 different profiles on all those music-related sites.
  • Say what you’d want from the label. Are you up for an EP? Or a vinyl only? Would you like remixes? Be precise but not demanding (you’re not signed yet!).
  • Don’t ask for a money advance or be cocky in any way. It’s pretty much a turn-off for everyone.
  • Start a conversation and invite the person to get back to you. Ask questions and try to open a space for discussion.

Great! Email sent, tracks submitted. Now, it’s far from over — next there’s follow-up!

  • Wait at least 1 week to follow up. When you do, make it very short and simple.
  • Bigger labels request time. Be patient.
  • Do not send your demo to other labels. But if you do, definitely not to more than one. I’ve heard so many stories of people submitting to a bunch, and then 2 wanted to signs the tracks… Sadly, after trying to please both, the artist ended up being discarded for his lack of commitment. So, be careful.
  • Again, be patient. Make more music, but don’t send more music unless the label owner asks for more.

At this point, it’s a bit of a follow-up game. You can give up on the label if there’s no answer at all after 1 month. If there are no plays on your Soundcloud links, that’s of course a bad sign. You can also track who listened. Some label owners hate to receive tracks that have multiple listens, so if you’re recycling a demo, I encourage you to delete the tracks or start from scratch.

If you give up on the label, be polite and just send a last email to thank them for their time and attention and to say you’d be interested in submitting more in the future.

Good luck!

SEE ALSO : How Will A Music Label Find Me?