Tag Archive for: Richie Hawtin

Using and Choosing an Alias

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Artist aliases have a colourful history that goes back centuries. Long before techno, stage names and pen names were common in music and literature especially, with artists often wanting to separate their david Bowiepublic personas from their private identities. Voltaire (aka François-Marie Arouet) and Bob Dylan (born Zimmerman) both wanted to break away from their pasts. David Bowie (born David Robert Jones) wanted to avoid confusion with Davy Jones, later the lead singer of The Monkees. And many of history’s biggest musicians and authors have wanted to disguise their genders (if women) or ethnic origins. There are as many motivations as there are people and contexts.

At the beginning of techno music, virtually everyone had an alias. It was part of the culture of techno for producers to want to remain faceless, with the idea that techno was supposed to be all about the music, instead of the egos. At the risk of getting too nostalgic, it was one of the things that made techno different.
One of the beautiful things with aliases is that they allow artists to channel one musical direction into a distinct brand, which frees them to explore many different projects or genres without fear of confusing or alienating their followers.
Two of the biggest examples in electronic music are Richie Hawtin’s Plastikman moniker and Aphex Twin, each with their own identifiable sound and even logo. Some artists, like Daft Punk, will take the concept even further, donning elaborate costumes during live performances to avoid ever showing their faces.
For artists like these  — or like Bowie, who probably opened the door for these kinds of stage personas — using an alias can be a way to get around personal fears or insecurities and achieve complete creative freedom. In the 1990s, against the backdrop of Detroit’s urban decay, the city’s underground techno scene went all in on aliases, with many artists channelling superhero personas or other fictional characters to envision the future of music in a dystopic world.

So let’s say you’ve decided to use an alias. That’s likely the easy part. But how do you find the right one for you?

When it comes to techno music, there are often trends with aliases. One recent one was to remove the vowels and place all letters in caps. Another was to swap the first letters of the first and last names. But if you’re like for something more original, here are some tips for finding your own alias:

If you already have a nickname, use it. The whole idea behind an alias is that it’s something that is unique to you, and that people will quickly associate with your music. If your friends (especially those in your music circles) have given you a nickname because they think it expresses something interesting or special about you, they might just be onto something.

Use a vocal imitation of a sound (an onomatopoeia). Not many people know this, but I got my own alias by using an onomatopoeia (like swish, hiss, buzz, etc.) for a sound that I felt captured the feel of my music. There are no official spellings for sounds because everyone will hear them differently, so you can get really creative with this.

Do a random article search on Wikipedia. This might sound a bit strange, considering that I just said how important it was for an alias to be something unique to you. As a springboard to further research or new ideas though, Wikipedia can be a great resource. Just enter the first keyword that comes to mind and go from there, jumping off from article to article whenever something piques your interest.

Have fun with languages. If you’re having difficulty finding the right alias in your language, why not explore a different one? This can be especially fitting if you have a multicultural background yourself or speak different languages, or even if you just have a special bond with another culture and feel that its language speaks to you in some way.

Whether you follow one of these approaches or find your own, the important part to remember is that your alias is your brand. It should translate something essential about your music, and be striking and original enough that people will hear it and immediately think of you.

Have fun with it! The process of choosing an alias can be extremely constructive, since it invites you to explore what your music is all about.

SEE ALSO :  The next big thing? 

   

Wisdom From Experienced Producers

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So you’ve decided to make music, bought the minimum to get going, and started to learn. But now you have this internal voice that keeps popping up, telling you that you’ll soon need to look for a label to get signed. No matter what you do, that little voice just keeps coming back. One of the reasons you welcome it and listen to it is because it opens the door to the dream of a release.

Well, not so fast. Before making music seriously or getting signed comes a very important step, which is to spend time with established producers. We admire artists who make music we love, and we want to meet them to see how they are in real life.

Just by listening to their music, we often get the feeling of knowing and understanding them, and even of connecting with them on a deeper level than with close peers.

But above all, we can also learn a lot from them, no matter what stage of your career you’re at.

So how do you approach an artist?

volunteering for events like MUTEK is a great way to meet established artistsVolunteer for events or labels. This is a great way to encourage encounters. It’s hard to be around tons of people, so by volunteering, you get to help your community, support something that’s important to you, and meet experienced producers, all at once. Plus it’s a lot of fun.

Befriend them. Artists love company in general, but are sometimes socially awkward. Being warm and friendly to someone really is a good starting point. I’m saying this because sometimes people approach artists in the most bizarre way, as if trying to impress them or something.

meeting your heroes can be intimidating, but remember: they're just people, like you.Avoid being starstruck. It’s hard not to be impressed by someone you admire, but if you feel intimidated, try to focus on asking questions, and then enjoy the moment just listening. The important thing to realize is that some heroes you meet won’t actually fit who you are (any more than when you meet random people), so it’s nice to first see who you’re dealing with.

It’s not to brag, but for me, being involved at MUTEK was a great example of this. Aside from performing, I also got to drive artists around as a volunteer, which is how I made some really remarkable encounters. Some of the discussions we had were so interesting and enriching that they had a lasting influence on my career. Like I explained before, meeting Richie Hawtin was a very positive experience for me, and we got to talk a lot about career choices. But one of the most influential people I met was without a doubt Ricardo Villalobos.

Spending time with established artists is a great way to learn and be inspired.While I don’t necessarily approve of his lifestyle, it always breaks my heart when I read some trashy comments about it, because hanging out with him gave me the privilege of discovering a truly unique and sensitive soul. The first time I met him was at MUTEK 2002, where I had the chance to drive him to his gig. I went to his hotel room to find him running around getting ready, clothes everywhere. Imagine this 6′ 6″ giant, a total goofball, chuckling like a kid as he tried to find all his cables and personal things. It was the first meeting of many to follow. Whenever he would see me, he would remember our hilarious time hanging out. One time I caught him on the street while he was shopping, and we spent an afternoon discussing life, music, careers, creativity, and the philosophies behind our common passion.

I’d like to share with you some of his thoughts that have stayed with me to this day. Often, I pass them on to others when I teach or coach.

“Music should be effortless.” As in, you should aim to achieve a state of flow while performing or producing.

Spending time with established artists is a great and fun way to learn and be inspired. For me, meeting Ricardo Villalobos and Richie Hawtin greatly influenced my career.“Events are about being with friends, tracks are messages being exchanged.” Rich has a very personal view about music, and for him, each track he plays has a story. Learn it before playing it.

“Be different, be personal, be bold and subtle, all at once.”

“Take the time to listen. To music, to people, to situations.” If you have ever seen him play in front of a crowd, it’s quite something to see him read it and control it.

So before dealing with labels, try getting involved in the community and meeting people you love. And whether it’s a Hawtin, a Villalobos, or just an experienced local you admire, you’ll find a good dose of inspiration, knowledge, and wisdom — and if you’re lucky, a new friend.

SEE ALSO:  Creating Timeless Music

The Day I Refused Exclusivity to a Label

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I don’t always talk about things that happened in my “career.” Since this is a blog though, I thought it would be fun and instructive to share some of the different decisions I had to face, and the consequences of each of them. I have a bunch of fun stories going back to 1998, and some might interest you.

If you haven’t read my bio, I can tell you that I early on took out the standard line all artists have, where they say they’ve been into music from an early age. Instead, I will point you to 1998, to the year where I created my alias, Pheek. What really ignited the project was a performance by Richie Hawtin, who made a rare live show (back then) as Plastikman/Concept:96. It was amazing!

That inspiration was critical in my development. It took me 5 years to figure out where I wanted to go and for me to feel confident enough to send a demo to Rich, which I finally did around 2003. He loved it, and he asked me for more music for a release. What followed was one of the most creative moments of my life: I made and sent him 5 CDs full of music over a span of 2 years. He finally picked one track, “Le Plan B,” which was released on the first Minimize to Maximize compilation, on Minus.

That was a big deal for me. Well, not just for me, but for everyone in the netlabel scene. You see, in 2005, there was no Beatport, selling MP3s was a bit of a weird concept, and people releasing on netlabels were seen as outsiders, even nerds. It was one of the first times that one of the guys from the community graduated to a big label like Hawtin’s Minus. Almost at the same time, there were other artists that followed, and netlabels became more and more recognized as a source for quality music.

I wanted to stay a free artist so I could pursue my own label Archipel, which I launched in 2004.I had my own label, Archipel, that I had founded in 2004 and that I wanted to pursue. There was no doubt that a release on Minus could only mean a great push for my personal projects. I started touring more, and soon there came a big milestone for my career that I still think about often. The guys at Minus offered me exclusivity, meaning that Pheek could only appear on their label, which would have given a huge boost to my career.

I refused. Yeah, you read right. I said,

 

“No, I don’t think I can see myself being exclusive, but maybe under another alias?”

 

To be honest, when I think of that day every now and then, I wonder what would have happened if I’d said yes. It was around that time that Minus was exclusively signing big names like Barem, Gaiser, Troy Pierce, Heartthrob and others. If I’d said yes, I think I could have pretty much become someone else entirely than the person I am today. But in a way, I have no regrets.

One thing to keep in mind is that it’s hard to achieve alone or with friends what an established label and group can do for you. You can build from scratch, but it will take a long time to get things to the same level. I released for labels like Sushitech and Leftroom in their early days, and I watched them grow as they became what they are now. I’m proud do say that I was a part of it at their beginnings.

If I decided to work with other labels, it was because I was producing a lot of tracks and felt like I wanted to tap into different networks and reach out to people I liked, even if that was the more difficult path.

There are two types of artists out there:

  • The ones who want to work with you for the long term. Those are the ones you connect with intellectually, and you love each other’s musical output. The connection is real and both parties feel it.
  • Then there are others who you only want to work with in the short term. Both labels and artists can qualify. Unless there’s drama, if the arrangement ends organically, then it had to be this way.

 

The reason labels want exclusivity is to get a return on their investment (ROI) by farming their own artists. The constantly changing branding is risky and tiring for labels. If the sound constantly changes, it can be an irritant for fans too.

I hope this helps you understand the complexities of label exclusivity from another perspective.