Enough of the empty cheerleading. Web-only networking can have a dark side, too — and the music community can do better. Playing devil’s advocate this week to one-dimensional Web 2.0 optimism, we welcome Dave Dri, musician, producer, and founder of Segue. -PK

I write a column for a weekly street press magazine in Australia. The vast majority of the universe won’t have picked up that magazine, of course. But my topic this week has been bouncing around Interwebs, cafes, and clubs like an alarm clock, waking the electronic music community from a happy slumber. The cause for alarm: the dire state of expectations amongst electronic music producers, digital labels and online stores.

Thanks For The Add!!!

For the host of fresh-faced producers who know only digital labels and online stores, the process of making and releasing music is relatively seamless, and entirely virtual. Countless producers have access to affordable computing power, an endless choice of software, and the ease of uploading to sites like Myspace and Purevolume. For much of this generation, the idea of marketing begins and ends with “thanks for the add!!”. Even veteran producers and performers can be lulled into the steady hypnosis of the Web and its links, emails and forum posts.

The process of song writing often finds a global audience almost as soon as one can come up with a catchy, if eventually regrettable, artist name and an upload of the latest renders. Imagine their surprise when a weekend of link farming across MySpace yields a reply from a digital record label showing interest in one or more tracks. Some emails bounce back and forth, the artist agrees to a 50% share of the profits and, soon enough, the label has uploaded a new release to Beatport. What’s not to love about this system? The producer feels validated as a “real life producer guy”, the label has another release on its books and the wheels of the music industry keep rolling.

The Back In My Day Bit

What’s wrong with this process is, basically, everything. As a contrast, let’s look at the previous generation of producers and live acts. This generation existed on the cusp of technology change and would have its feet grounded in the almost unthinkable days prior to cry of “thanks for the add!!!” These artists swapped tracks on CD-R’s with other producers in their local area and shopped and networked with local records stores by virtue of their primary access to local music alone. They stressed over refining and releasing actual EPs. They met, partied, and bought and sold music with other DJ’s, producers, promoters and music press. They refined their DJ skills or live performances and pushed music as a part of a growing local scene. They knew the local street press writers and sent out promos, hung up posters and generally interacted with the real world. IRL – in real life.

One might suggest that while the younger producers are adding each other to friend lists, the veteran live acts and producers are still out working the venues, pushing discs into the hands of promoters, and doing such wild things as asking for interviews and promotions in street press. As I asked a Web forum recently, guess what the proportion is between digital labels and producers sending MySpace and Facebook messages, versus those actually sending well-written press releases and calling to ask for interviews and promotional assistance? The answer is pretty dire, and quite telling.

Take The Red Pill

If anything positive can be taken from the state of the current industry, then it should be a revisiting of the basic ideas of the music industry. Artists should be backing up their passion for music by investing more efforts into creating better music, and pursuing the best deals from the best labels by building their profile through real-world networking and performances. Labels should be sourcing the best artists, artists whoare actually working to push their own music in the real world, and developing them with the aid of a strong network of industry captains, DJs, credible promoters and all the existing and fringe music media. That means actually writing press releases, actually getting out and meeting people, and following up important emails with phone calls. Most importantly, it’s asking for coverage across the full spectrum of media and constantly developing reasons why the act deserves it.

Really, one might say it just boils down to effort. Why an artist wants to give music to a label that spends little effort promoting a release is as hard to fathom as a label wanting to sign an artist who spends little effort creating their art and profile. Maybe your local community and musical genre mirrors these examples; maybe not. But electronic music has little to lose and everything to gain from more effort and more real-world local community.

Oh — and, before I forget, thanks for the add!

Ed.: Now, of course, I’m not going to slam online communities, seeing as I, erm, run one. But I kept thinking while reading Dave’s article how much online tools can help power real-world connections. We’ve had extraordinary opportunities getting together for events like Handmade Music. I still swap CDs. (Bet your laptop still has a CD burner, huh? It runs at, what, 60x now?) I hate press releases, even when they’re well-written. But I love real-world connections.

That’s, of course, just the beginning. So to reframe Dave’s challenge, how can we use online tools to make meatspace connections easier and more powerful, for indie artists and labels alike? How can we start raising expectations again? -PK

Los Angeles readers, Surya Buchwald aka Momo the Monster writes to let us know he’s taking on the Circuit Bending Challenge live and in person, with a workshop. So if you were feeling squeamish about the challenge and want some assistance, this good be a great opportunity. Please help spread the word, wonderful Californians!

Join us for our Next Share.LA!
October 28th is the Circuit Bending challenge, as posted on Create Digital Music. The challenge is to buy a lo-tech music toy, hack it and document it, and upload the results all in one day! Tell you what – I won’t penalize you for buying your toy early or using one you already have. Never circuit-bent anything before? Don’t know anything about electronics? Great! I’m quite an amateur myself, but I know enough to help you get bending – and I’ve got the tools and parts you need. Directions on the Basswerks site.

Share.LA

If any other municipalities want to organize similar events, even informal ones, let me know and I’ll update here. But events aren’t strictly needed, nor is even more than one person: you are your own event. (That’s what I keep telling myself, for sure.) We’ll all be sending good bendy vibes for the next few days.

Posting to Flickr

Got photos? Upload to Flickr under the tag circuitbendingchallenge. (Don’t forget to add them to the CDMu group, too.) Evil Paul is already up there with some items he scored for a mere US 50 cents to $2.00. And that’s the idea: not just making something cheap, but actually salvaging something fairly worthless to others and making it art / something you’d want to keep.

Ed.: Social networking, online sites (this being one of them), Facebook, LinkedIn, MySpace … sometimes it seems like all the connections are being done online. Naturally, the Web’s real power is when you can meet all those virtual personalities you’ve gotten to know offline. Far better than getting demo CDs in the mail or listening to someone’s tracks on MySpace: meeting them at a party over a drink and getting their music from them directly.

Such is the genius of Chicago’s Demo Swap. Co-organizer Liz has this wrap-up of what July’s party was like. Non-Chicagoans (heck, fellow New Yorkians), clearly this is a model to be replicated elsewhere. A huge thanks to all of the CDMers who showed up. It was fantastic to meet you, and I hope to see you again soon — ideally with more leisure time to hang out! (I’m in Chicagoland regularly.) I was especially impressed by Karl, who was in Chicago from Austria and was embarking on a cross-country drive across the entire length of Route 66 the following morning. Why is that foreigners appreciate America better than most Americans do?

Here’s how the demo swap went; read closely for some nice music tips and perhaps insight into how to get a demo swap going in your neck of the woods. -PK

Having done a Demo Swap for Modsquare a while back, we decided that Ramp Chicago‘s 2^nd Tuesdays at Sonotheque residency would be a great venue to host the 2007 resurrection of the networking event. On Tuesday the 17^th of July, having plugged-in and sound-checked our guest live PA artists, Protman and Bounte, the crowd started filtering in just as the doors opened at 9pm, and we slapped name badges on them and encouraged them to mingle and swap their demos.Emulsion DJd a downtempo / ambient / electro set while the crowd started to get to know each other and get their drink on, while I schmoozed with the crowd, collecting demos and handling some last minute line level issues that popped up at the last minute. As I was checking said levels in the booth, Peter Kirn of Create Digital Music and his girlfriend arrived and we started introducing them around to the patrons, which would continue to be a non-stop process, as more and more people would come up to me and ask “which one is Peter Kirn?” Thankfully he was wearing a striped shirt which made my task a bit easier.

Bounte took the stage (which usually means the two satellite tables we set up in front of the booth) and entertained the crowd with his particular style of downtempo-meets-electro pop / credible, instrumental hip hop, completely off of his laptop, mostly undeterred by curious fans who wanted to ask him about his process, software, and upcoming releases.

Protman followed up with his signature “wireless set” (photo at the beginning) which means using a wireless Xbox 360 Wireless Controller to trigger clips in Ableton Live 6 via his custom-coded PD (Pure Data) interface. As I was making the rounds with our email sign up sheet, I noticed that about a third of the interested people were confused as to why Protman was wandering around with an Xbox controller, and
where the sound was coming from. Another third told me that he was “absolutely
mindblowing” or a similar adjective, and the final third wanted to know who was DJing now (Answer: No one. Protman was playing his set with an Xbox controller. Yes, really.).

Along the way I collected a serious amount of demo discs and I find it rather inspiring that we have such a dedicated range of talent here in Chicago (mostly, as we had a few non-natives make an appearance such as Karl (CDM member from Austria).

People from the CDM community that I’ve chatted with on Tuesday include Josh Schnable, Michael Una, Nathan Koch and Karl Petermichl. Check out the post on my blog, where I give an overview of the more notable demos I received. At the end of the night, I had to excuse myself from networking so I could DJ the rest of the night, which I posted on my blog. And I was inspired enough to do a remix myself of one of the demos I received. Overall, the night was a success and I’m confident another one will be in the works. Here’s some more photos from the night.

Previously:

How To Create a Successful Demo Disc: Tips and Resources

I’m in Meatspace largely at the moment, with a weekend packed with events at the Maker Faire. There are plenty of DIY music and motion projects here, and they’ll all be within spitting distance of my booth. Add to that performance events Friday and Saturday, and it’s looking like a great weekend. If you’re not in the Bay Area (which, yes, 99% of you aren’t), expect to see the virtual translation of all this meaty goodness soon. Some of these projects are also suggesting some how-to tutorials, so I’ll be working on that, as well. If you are here, note that the Friday and Saturday night events have no cover, a trend I hope to continue whenever CDM World Tour happens.

Here’s the quick summary of events:

Friday Night: Robotspeak 8 PM – 11 PM, 589.5 Haight Street at Steiner, music/visual lineup with discussion (flyer after the jump)

Saturday Night: CDM + Make team up for the Chips + Music + Fish party
Chips + Music + Fish details @ Makezine.com
Confirmed lineup: Pineresin, Starpause, Chachi Jones, Steve&Derek, Zaxxon Spacecase, Barney the Theremin Wizard, myself, and live visuals!

(The as-always-fantastic design comes to us by way of our graphic maker Nat.)

All weekend long, Maker Faire!
Maker Faire page, San Mateo County Event Center

Real posts should pick up again once I return, so thanks for your patience.