Segue – Reset (Live at Big Day Out 2008 Two-up Edit) from Jaymis on Vimeo.

How do you make live performance documentation that doesn’t suck? You’ve been there: you’re trying to shoot footage, you’re trying to edit footage someone else shot, or you’re trying to tell someone shooting footage how to take material you can actually use. Jaymis from Create Digital Motion talks a bit about a recent experience working on footage of Segue – or skip to the end for some tips, either for you or to give that young, eager videographer you hope can make you look cool. Got more thoughts? We’d love to hear them. -Ed.

I’ve posted about this on CDMo, but the topic is applicable to musicians as much as visualists, so I think it’s worth repeating here.

I’m currently editing some video of a gig and interview, taken at an album launch party here in Brisbane. The promoter supplied me with a DVD containing about 10 minutes of interview, and about 45 minutes of “party” footage. If you’re in to documenting your work you’ve probably shot some just like it yourself: Crowd dancing. Shot of the artist. Over the shoulder of the artist tweaking his Lemur. Cute girls dancing. Repeat.

Of that 45 minutes of party action, I was able to extract only about 40 seconds of usable footage. It wasn’t badly shot, just homogenous. There was no shot variation, so it wasn’t interesting to watch, and there was no way to edit for continuity, to give an overall, consistent feel for what was going on.

The missing ingredient, which would allow me as an editor to glue it all together, was closeups.

Last year my collaborators Segue had a high profile gig at the Big Day Out. At the last minute the festival organizers said we couldn’t provide our own visuals, so I took my camera along instead, with a view to shooting footage which could be used for a live video. As there was just a single camera, I tried to cover as much ground as possible, shooting from the front and back of the stage, out in the audience, getting wide shots of the crowd and zooming up close on details of the rig and artists. I’m not a very good cameraman, but I knew that with enough details, enough cutaways, enough different shots, I’d be able to tie everything together at the end.

Getting the footage back to my studio, I took over 9 hours to edit that 45 minutes of footage into a single 7 minute live video. At the time the band were wondering why it was such an intensive job, so I exported a two-up edit of the video to show them how I was able to use closeups, crowd shots, and details to take that single-camera shoot and make it look like there had been a team of ninja cameramen swarming the stage.

The two-up edit shows the final mix on top, and the original continuous camera feed underneath.

This edit took so long because I was very careful with the continuity of shots. If I was cutting from a wide shot of an artist drinking, the following closeup should show him putting the bottle back down. If he had headphones on, then subsequent shots should have them as well. It didn’t matter if those clips were dragged in from 20 minutes earlier in the set, because close shots don’t show enough of the stage detail for the viewer’s brain to realise that things are happening out of order.

I’m sure many CDMu readers have been lumped with the task of capturing video of your own performances, or those of your peers. You may have edited the video yourself, or given it to a handy visualist to have a crack. Even if you have someone else shooting video of your show, it’s worth giving them some direction on what you’d like to to see. Hence:

Jaymis’ Tips for Great, Editor-Friendly Gig Shooting

Leave the camera(s) running constantly: Even if there’s only one, you won’t miss anything. If there’s more than one camera, continuous tape makes multi-camera editing exponentially easier.
Closeups are your friends: Close, detail shots allow you to tie disparate pieces of footage together and to cover camera moves. They also add variety, and show some intimate details of what’s happening on stage. Closeups of the crowd and venue are also great for adding context, without having the distraction of a full human body unrelated to the action.
Keep the camera moving: If you just want to document your set for posterity, having it up the back on a tripod is fine. But if you want to produce some thing visually interesting, then get that camera moving around the space. Remember to hold it still in between moves so you don’t get stabbed by your editor. Take your cues for the music. Move a couple of beats, hold focus for a phrase. Make your moves in between sections of music. Wide shots for builds, close shots in the middle of a section.
Don’t be scared of manual focus: Out of focus shots can be a great transition device. For fast, exciting music, hunting focus reinforces the frenetic nature of the action.

All of the other standard photography rules apply of course, so find someone to tell you about white balance, aperture, shutter speed, exposure etc. If you stuff those up though, there’s a lot which can be done in the edit, but we can’t make up interesting footage in post-production. That has to happen on the night.

Something has happened with electronic musicians and producers. We’re not confined to the ghetto of electronic sounds any more. You could argue it’s a sign of waning interest in those timbres, but I think it’s something else: people are simply becoming more flexible creative producers, comfortable with acoustic and electrified and synthesized sounds alike.

So, in that spirit, one of my most anticipated albums of this year has been one that’s mostly instrumental and not-terribly-electronic or digital. It’s the March release Saskamodie from Mocky, Somali-Canadian-Yemeni musician. I’ve just begun listening to it, and I’m quite enjoying it. It’s definitely retro, a groovy, poppy reverie that seems more than a little inhabited by the soul of Serge Gainsbourg, who once recorded in the studio in which it was recorded. It’s also effective partly because it fits squarely into the realm of jazz. It oozes warmth and humor, sonically and musically.

In the meantime, Mocky himself has shown us how to market effectively with tongue planted firmly in cheek, as seen in the video above. It’s a dangerous maneuver to attempt – trained professionals only. But by invoking some digital effects and a heavy dose of hyperbole, Mocky I think manages to strike a balance between self-promotion and self-deprecation.

He has some help from his friends, too: collaborators Jamie Lidell, Feist, Gonzales, Kevin Blechdom, and Peaches show up. That lineup puts Mocky in with a crowd that embodies a growing retro-savvy aesthetic. I actually don’t think that “retro” has to even carry any negative connotations. Done poorly, of course, an album can simply seem backwards-looking or out of place – but that’s true anyway. Done well, we have a new sense that time can fold in on itself, that in an age of digital recordings, we share musical space virtually, even with musicians who are now very dead. And maybe that’s the zeitgeist this video unwittingly touches.

After all, at worst, we live in an age that could be a simple, cheap digital effect – the kind being (cough) mocked here. We could paste ourselves onto old musical styles, and look just as awkward as a couple of the motion-tracked faux heads floating on the bodies of drummers of the past. Happily, I don’t find that that’s the case here. Mocky has a comfort and sensibility that somehow hints that it’s 2009, but perhaps 2009 doesn’t have to be 2009.

That said, I’d still like to hear more envelope-pushing in these retro directions. Sure, it’s fun channeling Serge Gainsbourg, but I don’t hear people challenging someone really tough, like bleeding-edge Miles Davis. The styles we cherish so much came out of real experimentation. Maybe that’s a challenge for myself as much as for the albums on my listening queue. Nonetheless, Mocky’s mock-marketing and self-branding is as suave as his music, and Saskamodie is like an easy-to-drink, expensive port – a dessert drink, but a delicious one.

You can download the new album from the label, Crammed Discs.

http://www.mockyrecordings.com

Thanks to Tobias Thon for this one (via Facebook).

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

slotMusic.org | Press Release

See also GearLog, which notes that SanDisk previously did a free promotional SD of music

Wired News asks, “but why?”, to which I’d answer – it might well be easier to load music onto a phone in parts of the world other than the US, you might more easily distribute videos, and artists looking to increase the value of their CDs could innovate on revitalizing album art.

First, let’s start with the players, as that’s basically the big news here.

Hardware: SanDisk, the folks who invented flash storage and make more of it than anyone else

Labels: A huge set of the majors – EMI Music (which includes the likes of Angel, Capitol, Blue Note, and Astrelwerks), Sony BMG, Warner Music (including Atlantic, Nonesuch, Rhino), and the world’s biggest music company, Universal Music Group

Retailers: Best Buy, Wal-Mart, and other US retailers, with Europe to follow – keeping in mind, Wal-Mart remains the biggest brick-and-mortar seller in the US

When it’s happening: Exact date TBA, but officially by the holidays

Which artists: Most likely, lots of them. An EMI representative who spoke with CDM confirmed two chart-topping examples: Coldplay’s Viva la Vida and Kate Perry’s One of the Boys.

Now, you’d be right to be skeptical of how this format will be received, but it’s certainly a big distribution play with that arrangement of labels and retailers.

The hardware in question is basically SanDisk’s tiny removable flash memory format microSD, rebranded and repackaged as slotMusic. (A representative of SanDisk tells us there are some other subtle technological differences; more on that soon.) The important thing about this is that the hardware you buy has no DRM on it at all; it’s just standard flash memory you can plug into phones and mobile devices, or, via a tiny included USB sleeve, a computer.

SanDisk’s format specifies DRM-free, 320 kpbs MP3s as the music format. Gruvi, SanDisk’s previous attempt at turning their lucrative flash memory business into a music format was a miserable failure, but by contrast, it was locked with DRM features and, excepting a big release by the Rolling Stones, lacked support from labels and retailers. (I see Gruvi has even been largely erased from SanDisk’s website.)

What’s the Business Angle?

My colleague Eoin Rossney sent me this story under a headline on Ireland’s SiliconRepublic.com that screams “SanDisk and big labels in tech deal that could save the music business.” That’s obviously hyperbolic, but it’s also wrong. To me, it seems to be about three things:

1. It’s an experiment. Music labels want their music everywhere they can get it – as, frankly, they should; that’s their job.

2. It’s a massive end run around iTunes. Remember, part of what helped prompt some of the more stubborn labels to remove DRM was the realization that their DRM deal with Apple had placed Apple in the position of dominating download sales for the device most people owned.

3. Most phones aren’t iPhones. Labels will continue to do business with iTunes because iTunes is selling their music – but they’d be nuts to turn their back on the rest of the mobile phone market, which is far bigger. The press release notes 1.2 billion phones are due to ship this year, a number Apple can’t approach even with all their iPods and iPhones put together. In fact, it’s hard to wonder if, on a global scale, iPod won’t slip into the shadows with the number of increasingly multimedia-savvy phones out there.

Despite the hip factor of the iPhone, Apple has a tiny slice of an exploding global market for mobile devices. Instead of using a cable and a fancy vendor-specific store, you can just give people music they can pop directly into their phone, which – from vendors other than Apple – typically has a microSD slot. And as I noted last week, Apple’s alternative is a store/software sync arrangement that they control exclusively.

Music Everywhere, and Back on Objects

I’m not sure slotSD will be the “new CD,” or that it even needs to be. I think it’s better to see this as one of a variety of options you’ll see for music distribution. And, of course, even slotSD is best understood in the context of a growing amount of music showing up on flash memory, because it combines the flexibility of digital formats with physical objects.

“This is one of many initiatives to make our music available in as many different forms as possible,” Jeanne Meyer of EMI Music tells CDM. “Our big MO is to experiment with as many as possible.”

EMI, for one, has a record of trying just this sort of thing. There was a re-release of Radiohead’s studio albums on memory stick, though that seemed to cause some controversy. EMI has even toyed with big retail, with a release of UK superstar Robbie Williams at England’s own big box, The Carphone Warehouse. (It’d be interesting to know what sales were like.)

Of course, you can easily download files. Physical media is all about the object. A SanDisk representative confirms that labels are planning physical liner notes and album art in the package. You can also expect the memory to be loaded with digital extras, in the form of artwork, videos, and the like. Given the middling quality of online video, and the fact that bandwidth costs aren’t going down at the rate many had hoped, I think that could mean higher quality and more access to video via physical formats than online.

Indie Artists and Digital Contents

So, I imagine for many of you not on Sony BMG, and listening to many artists who aren’t, this won’t be terribly earth-shaking news. But I do know SanDisk reassures CDM that they have worked with indies in the past on various promotional projects.

What can artists do with a format like this? Well, they can load it up with goodies that might actually be otherwise rack up bandwidth costs. One excellent example of an artist experimenting with this format is Sound Tribe Sector 9. They sent their latest release, Peaceblaster, to me. It’s loaded up not only with the files for the album, but extra images, podcasts, a screensaver, and videos. We saw these kinds of extras squeezed onto CDs at one point via formats like Enhanced CD, but there’s no question it’s more convenient on USB stick.

I think the big challenge will be how to make these contents interesting and unique, and even with bandwidth costs comparing unfavorably against increasingly high-definition media, how to compete with online alternatives.

Somehow, I imagine the slotMusic format winding up being a plain-vanilla blister pack that, stuck in a dull music department in Best Buy, just confuses consumers. I’m happy to be proven wrong there. But there is, in the meantime, plenty of room for independent artists and labels to innovate with short-run releases and ideas for what to pack inside the digital media that no one has thought of yet. And while majors have earned the skepticism of consumers and artists alike, I wouldn’t be surprised to see majors being more adventurous – especially once they discover that, in addition to the perils digital media pose, there could be a significant profit payoff for those experiments.

Actually, forget everything I’ve said in this entire article, and let me sum it up in one line:

If physical distribution brings art back to album releases, it’s a good thing, and it’ll work.

The generation of music lovers staring into album art wasn’t wrong.

Brad Sucks, the (despite the name) well-loved Internet musician, has been blogging and releasing tools he’s building to make his online music life better. This one is especially nice: it’s a simple, open source script that connects mailing list sign-ups to Google Maps. Armed with this information, it’s easier to see where your fans are. (Image at right seems to suggest at least a one-person gig offshore of Nigeria, but you get the idea.)

Brad’s Mappy Email Signup Release

Early data is really interesting already. Of course, you need to have more than, say, five fans, but now’s a good time to start. I’m revamping some sign-ups around CDM, so I hope to try this here soon.

Previously from Brad: the brad sucks digital download store, which hooks you up with your own Amazon S3 and PayPal-powered online music store.

Brad also has a tool for asking for donations:

http://www.bradsucks.net/gimme/
http://www.bradsucks.net/projects/gimme/

The Web holds huge potential for music sharing and music discovery, but figuring out how to make that potential work — and how to navigate copyright and licensing laws in the process – has been a major challenge. This week, the creators of the website Mixaloo promised to “bring mix tapes into the digital age.” Whether you buy into that concept or not, or their particular implementation, the site does demonstrate both some of the opportunities and legal hurdles in Web sharing. They also inherit the closed model supported by labels (no full streams, previews only, DRM), but already that’s changing (MP3, and the promise, hopefully, of full-length tracks soon). It’s like a microcosm of the whole business at the moment.

Mixaloo.com

I spoke to the founders shortly before launch, and they described how their approach differs from the online radio model, which is constrained in part by the law:

There’s the streaming radio camp … you have a minimum of forty tracks, you can’t have the same artist twice in a row, and then you get into the whole mess of royalties. Then there’s the way we’re going — user-generated albums. And we like that because it’s personalized.”

The basic model:

• 10 or more tracks on the “mix tape”
• Mix your album from 3.5 million + tracks.
• Majors and indie music — the founders say they have “deals with all the major labels” but also “a ton of independent aggregators like CD Baby, The Orchard, and Iota
• Embed players and market mixes on Blogger, MySpace, Facebook, Friendster, etc.
• Sell tracks via any of your players and earn a 50% commission
• For now, 30-second previews — but hopefully that will change? (more in a moment)

To make it easier to compile mixes, the tool incorporates a recommendation engine, so when you select a track, Mixaloo guesses other likely artists and tracks. You can also add custom feedback to the engine if you disagree, which is a badly-needed outlet missing from a lot of online music sites. When you’re ready to purchase tracks, the major option now is Windows Media files with PlaysForSure DRM — but that’s changing. 600,000 tracks are already on DRM-free MP3, that number is growing, and the service gives preference to MP3 over WMA. (The big picture: I think DRM might remain for subscription tracks or rental, but purchases will likely all be DRM-free in the near future via any outlet that wants to stay in business.)

So that’s the good news — now the deal-killer. For now, Mixaloo supports only 30-second previews, which to me pretty much defeats the purpose. (Mixaloo says that “the feedback we’ve gotten across the board has been positive” after several thousand users on the beta, but I think the service will fail to catch on until they can get full-length streams.) They do say full-length tracks are something they’re talking to the labels about, without making any specific promises.

That said, as we discussed in regards to Pandora, there is a potential for artists to make these tools work for them. Using playlists of artists you like, artists who influenced you, artists like you (artists who are copying you?) could be a great promotional tool. Why wait for iTunes to call and make you a celebrity playlist author when you can dub yourself a celebrity? (Seriously.)

The trick with all of this is not necessarily to sign with a major label, but simply to get hooked up with the right online distribution outlets. Once you do that, you can connected with any number of online music outlets. There’s no saying whether Mixaloo will or won’t take off, but you’ve got plenty of other online tools to try. The Mixaloo team advises that “for an independent artist, the path of least resistance would be to register with a CD Baby for digital distribution,” while indie labels (of which we have a few reading this site) might work through Iota Music Publishers or The Orchard. And this approach also works for sites like Pandora; see our interview there for thoughts about how people might use these various tools, and how musicians could benefit from them.

Previously:

Pandora’s Founder on Decoding Taste and Promoting Indie Music

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

Webcasters don’t yet have to pay new fees for their broadcast. But they’re still accruing debt — fast. Sort of like our credit card debt.

Webcasters may get a small break on the minimum fee, one that could literally have shut down “personalized” radio services. SoundExchange explains the deal thusly:

Under the new proposal, to be implemented by remand to the CRJs, SoundExchange has offered to cap the $500 per channel minimum fee at $50,000 per year for webcasters who agree to provide more detailed reporting of the music that they play and work to stop users from engaging in “streamripping” – turning Internet radio performances into a digital music library.

Note the big attached “ifs”, which are vaguely worded in the official SoundExchange announcement, and sound all the more threatening given, according to SoundExchange, the previous rates are already in effect. Whichever side you’re on here, you have to give SoundExchange some credit for, erm, negotiating skill. “Hey, so while you’re dangled over this bridge, I wonder if we might … negotiate some small items?”

The one shred of good news: apparently Congress has applied some pressure on SoundExchange to negotiate, meaning public action has actually made some difference. Whatever the ultimate solution, it’d be nice to think some sort of public involvement might push the government to do something effective.

Wired has some good reporting on this:
Net Radio Wins Partial Reprieve as Royalties Loom

Meanwhile, I have a partial vacation to get back to. See you soon.

A demo is short for “demonstration,” and its purpose is to show others what you can do, musically. In the past, a band with major-label aspirations would scrape together a bit of cash for a few hours in a studio and crank out a few copies of their best songs on a tape or a record and then send it off to various A&R departments, hoping for a record deal and a contract with a fat advance. These days, technology has made the concept of a demo and its applications somewhat different, but we’ll always need to share what we’re capable of with others.

If you’re in Chicago this Tuesday… During my time at Modsquare a few years back, I organized a Demo Swap at a club in Chicago, where guests would get in free if they showed up with a stack of 10 or more or their demos on CDR. Not only did I discover talented local acts who I featured on our free online compilations, I met artists that I would later book at events, and learned that fellow attendees who had met at the night ended up collaborating on projects. Since I had so many people asking me to do another one, we’ve reincarnated the night at Ramp Chicago. So if you’re close to Chicago, show up at Sonotheque on Tuesday, July 17, 2007 at 9pm with a stack of demos or promotional material, get in for a reduced cover, and start meeting your fellow musicians and industry types (Peter Kirn of CDM will be there!). Read more about it here: Demo Swap July 17 at Ramp Chicago.

Where’s it going?

Figure out your intentions with the demo. Is it to get signed to a label? To book gigs? To find like-minded potential collaborators? To get work scoring a film? Similarly, determine the audience. Is it the A & R people at a label? The talent buyer at a club? Other musicians? Each of these requires a different approach.

Getting signed

If you’re trying to get signed to a record label you have to take into consideration the sort of label. Most thriving independent labels focus on staying within a particular niche or “sound,” especially in the fields of electronic music and indie labels. If those are the types of labels you are hoping to release with you should make a demo that will fit within those niches.

First, find out if unsolicited demos are accepted at the labels you’re considering. You don’t want to waste time and money on something that won’t even be listened to. Then make sure you’ll fit there. Don’t submit psychedelic folk to a minimal techno label and dark drum and bass likely won’t fly at an indie-emo label in the Midwest. While you don’t need to bend your style to fit in with a particular label, you should look at the rest of their releases and consider whether or not you think you would fit alongside the other artists. With my own label, subVariant, I focused on IDM and melodic, glitchy 4/4 tracks, and I was always surprised (and a little annoyed) when I would get trance, folk, and hip-hop demos.

Include a short bio along with a brief description of what you sound like, and feel free to name-drop musicians you’ve played with or acts that you’re similar to. Faced with an unfamiliar situation (you, the unknown artist), humans look for a familiar point of entry, and more well-known names will help them get to know you better.

If you create wildly divergent styles of music, perhaps you should consider setting up one or a few side projects so that you can package your sound appropriately to each label. This also depends on the label type. Some are far more eclectic and open to different styles while others have a laser-sharp focus on one particular sub-genre.

After about a month or so, drop a note via email and pleasantly ask what they think of your demo. If you don’t hear anything back, or you get a “no,” suck it up and move on to the next label. Or, if you think their criticism was constructive, go back and rework your songs and have a fresh demo made.

And if you’ve only got one or two labels in mind that you’re absolutely in love with, make a jaw-dropping first impression by sending your demo overnight via FedEx, DHL, or UPS (or if it’s a PO box, then USPS Express) in the States or the international equivalent. Telefon Tel Aviv did this and got booked to Hefty records.

Getting booked

If you are trying to book a gig at a club or other event, it’s best to provide a short (20 or 30 minutes, tops) overview of what you do live, either as a live PA or a DJ set. An actual live recording would be best, and if you can hear an exuberant crowd reacting to your music, even better! You’re trying to convince the talent buyer that crowds love you when you play out, and that you’ve got a solid act. Myself, I’ve got links to differently-themed DJ mixes on my website and as CDRs that are appropriate for different types of gigs (ie: 4/4 mix, IDM / chill mix). Make sure you include a one-sheet with an overview of who you are, why you’re interesting, and what you sound like.

For more on this, check out my other article, Getting Booked: Ten basic tips for getting live electronic music gigs.

Getting a partner

If you’re looking for potential collaborators, create a short demo showcasing the kind of tracks you would like to work on with someone else. Make notes on the kind of things you’re hoping to get help with for each track. So if , say, you’re trying to find a vocalist, but have no idea of the melody or lyrics, just put up the instrumental track with a note that says something to that effect. But if you’ve got the melody and lyrics down but just need someone to perform it, you can sing it yourself and mention that the current vocals are just one interpretation. Here’s a list of online places where you can find like-minded musicians:

• Splice Music http://www.splicemusic.com
• Kompoz http://www.kompoz.com/compose-collaborate/home.music
• EM411 http://www.em411.com

Getting jobs

If you’re looking for commercial work, then you should present a spectrum of the sort of thing you’re capable of, be it emotive washes of sound, or rocking party music. If you’ve previously scored a film, include a three or four-minute clip of the tune (provided you have permission to do so) and briefly describe the scene it was used in. You should also include a one-sheet and bio that present your unique talents as a musician and suggests that you’ll be professional and easy to work with. Testimonials from happy former clients are also a great idea.

The demo itself

Don’t waste money on getting your demo professionally mastered or mixed, especially if you’re sending it to record labels. Try to find a set of flat response speakers or a friend’s professional studio monitors and try to mix it so it sounds pretty much the same on any sound system. Remember to keep a non-hard-limited or non-compressed version of your demo somewhere so that when the time comes, a professional audio engineer has “room” to work their magic.

For all types of demos, keep it simple & short. Put your best track first, followed by two or three in descending order of perceived strength. While an album may have a real winner at the end to leave a positive impression, often times people who are pressed for time will stop at the first or second track, and skip through perceived “filler.” Make sure you grab them with the first song, and keep them hooked with the ones that follow. Unless you’re submitting to an ambient / noise or abstract label, leave off the tracks that have five minutes of building sound or slowly extinguishing outros, or make edited versions of those songs.

Plan on having it in multiple formats to accommodate the preferences of the recipients. Chocolate Industries only accepts CDR demos, but Archipel accepts links to online tracks but not as email attachments. At the night I help book, Ramp Chicago, we ask that any local act who wants to be booked show up at one of our nights and hand us a demo. This gives us a chance to meet in person as well shows us that the act is serious about wanting to play and will make the effort to come see what we do. Here’s a list of formats your demo can be in:

• CDR / DVD-R (here’s some nice packaging)
• Online, zipped or archived as one file
• Online, separate files to download
• Online, streaming
• On a 16 MB flash drive
• On a 16 MB SD card
• On a social networking site like Myspace
• A business card, flier or postcard with a link to a URL where people can grab your stuff (here’s a printer)

No matter what the medium, always make sure your contact info is on the disk, card, or page where your files are. And don’t just put it on a sleeve with a blank CDR inside, since the two pieces will invariably become separated.

For all demo applications except for commercial work, don’t waste time and money by creating elaborate artwork for your demo. A record label will come up with its own artwork and concept (sometimes with your input, sometimes not), a talent buyer isn’t interested in the underlying themes of your music, and a potential collaborator is focusing on the music.

One thing you can do is to make the packaging of the disk or the postcard with the URL stand out in a singular way so that it will be easy for you to follow up later and reference your demo in a stack on the recipient’s desk. For instance, you could glue a sheet of bubble wrap on the back of your business card if you make pop music, make a CD case out of purple satin if you make lounge-y tracks, or (as one demo I received) create your business card in the shape of an flash memory stick from a Play Station Portable.

Success with your demo

Having a polished demo (or multiple versions thereof), while important, is just one of the steps in achieving success with your music. Networking can help you get a personal recommendation to the head honcho of a record label—start asking your friends and contacts if they know anyone at the label you’re considering and ask for an introduction. Checking out events and clubs in your city and introducing yourself to the talent buyers will be the first step to getting booked for local gigs. Taking advantage of the opportunities provided by social networking tools and online communities will help you find other musicians with whom to create stellar tracks you couldn’t do on your own. Being professional, doing excellent work, and going the extra mile for your clients will thrill them and they’ll refer you without you needing to ask for it. Your demo will change over time to reflect your current work, but keeping a professional attitude and commitment to your music will always help you get where you want to go. Good luck!

Do you have a favorite medium for demo creation? Is there one social networking site that you consider superior to others? Do you have any success stories with creating a demo that you’d like to share? Let’s hear it!

SoundExchange Tells Congress Webcasters May Keep Streaming [Kurt Hanson / Radio and Internet Newsletter]

A number of SoundExchange’s olive branches have been largely publicity stunts, but this seems real:

1. July 15 is no longer D-Day. SoundExchange promises that, as long as broadcasters are negotiating with them and continue to pay previous rates, they don’t actually have to start coughing up money at the new rates. In other words, instead of the July 15 deadline being the melodramatic “Day the Music Dies,” it’s now more accurately the “Day the Music Tentatively Continues Under a Cloud of Uncertainty While Mysterious Closed-Door Bargaining Sessions Try to Find Some Amicable Solution, or Not, We’re Not Really Sure.”

2. Maybe SoundExchange won’t cripple mega-channel content, after all. The one side of this we hadn’t covered was that the SoundExchange position would require a minimum of US$500 per channel — meaning services like Pandora and Rhapsody would be instantly crippled because they have countless channels, rather than individualized channels in the traditional sense. Think “dog bites off Long Tail.” Supposedly they’re now making headway on this point.

SoundExchange specifically mentioned wanting to protect the interests of college radio and NPR, and anyone else who will keep negotiating with them. And if there’s one thing they love, it seems to be negotiating.

Let’s put it this way: uncertainty is bad for Internet Radio. So even if July 15 isn’t a deadline, after all (yay!), it is absolutely imperative for the business models going forward that SoundExchange and the broadcasters sort this out. As for what this means for musicians, as many of you wisely point out, the majors still dominate music listening and none of this tends to amount to much in the way of actual checks for most music creators. On the other hand, because these services are often looking for ways to monetize content, selling the actual music remains in their best interests, as well. My sense is, somewhere beyond this dark, complex era of negotiations, we may actually start to see a real business ecosystem grow around music listening, one that’s distinct from that of the radio and CD/vinyl album era. In the meantime, negotiations continue.