Not to Get Lost to the Scrolling Sands of Your Timeline: Roger Greenawalt’s 366Visions

The healing power of music comes in several packages. Roger GreenawaltRoger_Greenawalt_ukulele_happy – who has worked with Iggy Pop, Albert Hammond Jr., Ben Kweller, Rufus Wainwright, and Nelly McKay – experienced his healing power with music starting with Twitter poetry. What is Twitter poetry and how does it work with music? Roger’s project 366 Visions will launch online on April 17th, 2015 on Twitter, Instagram and Soundcloud simultaneously. On the same day, he will premier 366 Visions as a live performance at Webster Hall. Both occasions will provide the answers.

In late 2013, as he recovered from cancer surgery on his throat, Roger experienced complications which left him unable to speak. He began to write furiously and found a new voice in Twitter poetry, poems that fit into the 140-character limit of a “tweet.” This literary form that has received praise and support from the Poetry Society of Great Britain, former US Poet Laureate Billy Collins, and Yoko Ono.

Roger then challenged himself by adding visual and audio elements to the poem, combining Twitter poetry, original Instagram imagery, and self-composed Soundcloud music into a single unified piece called a Vision. He says:

“I found the challenge of fully expressing myself as a writer in 140 characters not unlike the challenge of expressing myself as a singer in a three-minute pop song.”

Roger begins each Vision by asking for a word from a guest “Celebrity Vision,” a well-known artist, and then inspired by the words, composes a poem in his head. Along with his “Celebrity Vision,” he edits the poem to exactly 140 characters. The Celebrity Vision becomes the subject of a photograph inspired by the Twitter poem. Roger then composes and expertly records an original song with music inspired by the photograph, using only, and all of the words of the Twitter poem as lyrics. Then, he simultaneously posts the poem on Twitter, the photograph on Instagram, and the song on Soundcloud. Through the act of publishing it across these social networks, the Vision comes to a completion.

“It is impossible to experience the work without participating in all three of these social networks,” says Roger. “By combining elements on Twitter, Instagram, and Soundcloud, this work breaks down artificial barriers between these gated communities.

“A Vision is not only content. It is an event that takes place in a moment, and then lost to the scrolling sands of your timeline.”

Perhaps it is no surprise then that Roger also wants to make 366Visions an actual event. One Friday, April 17th at 8pm in Webster Hall’s The Balcony Lounge, he will perform 366Visions music live with guest stars Eric Hutchinson, Anya Marina, Nicholas Megalis and more.

Aside from launching on Twitter, Instagram and Soundcloud, the completed Visions will also be archived in their entirety on Greenawalt’s 366visions.com website for posterity. Please visit Greenawalt’s Rocket Hub campaign for 366 Visions and watch a 5-minute explanatory video here.

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Wrapping Up 2014: What People said about music, and what I wish to see in music reporting

In 2014, Music Historian experienced its most decorated year. The New Music Seminar opened opportunities to listen to industry experts. Through this event, I also spoke to musicians who currently modernize classic rock and Americana, (Kim Logan and the Blackfoot Gypsies), revitalize the sounds of 1970’s funk and soul (Juicebox), and pay homage to some rock genres critics have often thought of as outdated or even obsolete, including grunge (Desert Sharks). The Governors Ball Music Festival presented a chance to apply the market research, strategy and consumer studies I had gathered at Business School in real life, and an interview with The Naked and Famous. Finally, during CMJ, my business colleagues introduced me to musicians who stood up for specific causes. Janna Pelle, for example, raised awareness for pre-Leukemia. Then, YUZIMA addressed the pettiness of homophobia with his artistic flair.

Looking back on a fantastic year, I am curious people say in the final weeks of 2014 about The Governors Ball Music Festival, New Music Seminar, and CMJ. I look at what people Tweeted over past three weeks and created a word cloud analysis to understand what was trending in regards to these events. Here is what I learned.

Governors Ball Music Festival

GovBall2014_Word_Cloud

“Tbt” appears in this word cloud as one of the largest after GovBall2014. Those of you Twitter fans know it stands for “Throw Back Thursday.” Naturally, one can assume that many remember the 2014 Governors Ball Music Weekend in the final weeks of December. As for musical acts that appear in the cloud, it appears that the Strokes and Vampire Weekend show up on most these Tweeters’ minds as December comes to a close. Out of all the musical acts that the Governors’ Ball brought New Yorkers; these were the two bands which came out on top.

In terms of consumers’ behavior at the festival, aside from the obvious subject, music; the words “festival,”  “photos” and “selfies” might indicate that this event was also a time for many celebrating together to make memories. Based on the activity I saw of people interacting with one another, I can say this is definitely the case.

New Music Seminar

NMS_Word_Cloud In the case you notice this word cloud is more compact than the last, that is for one reason only – I wanted to make sure I gathered at least 100 Tweets for each cloud. In the case of the New Music Seminar, those Tweets extended all the way to June 11th, the day after the event concluded. Meanwhile, GovBall2014 and CMJ, included 100 Tweets that were posted between early December and now.

So what do I see for this word cloud? Aside from New Music Seminar, I see “marketing,” “insights”, “streaming,” “industry,” “underground,” “marketers,” “Tips,” “Tune,” and “Battle.” This last word most likely refers to the battle of the top three bands at the 2014 NMS looking to win prize money. These bands included VanLadyLove, Kiah Victoria and June Divided.

VanLadyLove seems to be the only band which has appeared in the cloud. This is no surprise since they won the battle of the bands at this year’s NMS. Just like the word cloud for GovBall2014, you will see TBT. So what did Tweeters throw back on Thursdays where the NMS is concerned? Pics and articles of artists from the NMS in the late 80’s and early 90’s who quickly became famous, including Nirvana and Madonna. These Tweets that go to show readers that no one can ever expect who from the NMS will make it to the mainstream in the music industry a few years.

CMJ

CMJ_Word_CloudIn the CMJ cloud, the words which stood out to me include “new,” “songs,” “Jazz,” “Videos,” “news,” “one,” “unbreakable,” “interview,” “best,” “premiere,” “Murad,” and “Lucie.” How relevant are these words to what people have tweeted about CMJ in the last few weeks? Here is what I observed:

Jazz refers to “The Jazz Junes” from Philly, which have been popular in many Tweets. An interview with CJAM 99.1FM (Windsor, Detriot, MI) Music Director, Murad Ezrincioglu by CMJ received plenty of attention. Then, the English-born, New Zealand-raised, Nashville newbie, Lucie Silva premiered her song “Unbreakable Us” at this event too.

Social Listening in Popular Music Research

Although only 7-10 tweets included any interest in Murad or Lucie, these are the only news sources that showed up consistently throughout all the content from the 100 posts I gathered. I have also noticed in the Tweets for the Governors Ball Music Festival and the New Music Seminar that some subjects will receive more popularity than others. Now I ask, what matters more when reporting about Twitter trends regarding an important music event, quality or quantity? Here is what I think:

The number of Tweets leads to a clear distinction of what is popular by quantity, enough that it can be considered a trend. Further, the more people tweet about a subject, the greater the variation of the audience. On the other hand, the quality of the content of what people tweet provides insights to the concepts people consistently associate with CMJ, something known as brand mapping. In addition, the strongest content will include a specific emotion, strong mood or preferential word within the Tweet and include a link to a specific web page. Such messages include content like:

@LucieSilvas, I think I love you. This is beautiful. http://www.cmj.com/news/track-premiere-lucie-silvas-unbreakable-us

Check out this Q&A by @CMJ featuring one of our favorites Murad Erzinclioglu of @CJAMFM! http://www.cmj.com/column/on-air/qa-murad-erzinclioglu-music-director-cjam/

The smart chart I have made below shows that looking at both quantifiable and qualitative information within the content is important.

Quantity vs Quality

 

For whom does this information matter? A marketing consultant or public relations consultant working with a musician, or a music journalist? I would say for both. At least this is what I learned as a marketing student at Baruch College, as I completed a course in web analytics and intelligence. In this class, my final project involved working with Brandwatch, a social media listening tool and using it for the Music Historian.

While I did not know it then, I would soon learn that tools like Brandwatch looked very closely at trends on Twitter regarding specific news stories and examined both the quantity and quality of Tweets. When I did some research about the music consumer at the Governors Ball Music Festival back in June, I used this tool to see which Twitter users would be most interested in attending the event. Please read more here. Further, those who expressed interest by Tweeting about bands they looked forward to watching at the festival, made part of a specific demographic I would have never discovered otherwise.

Social listening is certainly one way to gather information about music consumers who would show interest in the musical talents at a specific event. Most importantly, social listening might also provide marketers, public relations experts and journalists information on how audiences perceive a musical event without having to reach these consumers personally.

What I would like to see in Music Journalism

While social listening is one way journalists can improve their research in regards to what people say about new bands and music; I also would like to see more actual music journalism. Just like I discussed with Janna Pelle last month, former musicians have their reasons for discontinuing music. Nevertheless, they still have an ear for music that they had developed when they played an instrument and spent more time performing.

I would like to see journalists who have played instruments once upon a time, to incorporate their musical skills into reporting on new music from rising talent. Although I understand entertaining content reaches audiences easier, readers are seldom challenged. Perhaps this is due to my bias that there is an art of asking quality questions. What are quality questions? Let me explain:

Avoid ‘yes’ or ‘no’ Answers 

These types of inquiries should only be asked if they are essential to the context of the conversation.

If your research can already answer the question, DON’T ASK!

If a publicist provides you with a press release about an artist who announces they are working on a new project, study that release. Doing so will help prevent redundancy and focus on what you really want to know about the artist. Further, the artist you are interviewing is also a business person with plenty to do. I guarantee the artist will feel like you are respectful of their time by asking questions they have not already answered through any press materials, including their social media profiles.

Stick to the music

Like many, I agree that you don’t need to get too technical with an artist about their songs. You are trying to understand what motivated a musician in their songwriting by listening to their answers to your questions. On this note, don’t ask loaded or uncomfortable questions about a performer’s personal life, finances, or families. If the musician specifies that personal values like religion, social issues or inspire their songs, then you are welcome to ask these questions. Remember to ask in a context that will not diverge from the topic you are most interested in – their music.

Dive Into The Minds of Industry Players: A Review of the New Music Seminar

If you currently work in the music industry, or aspire to, the New Music Seminar deserves your attention. I had the privilege of being invited by the Workman Group to attend and cover the three-day conference which brought together music and entertainment leaders committed to exploring ways to expand and grow the business.

The New Music Seminar started with a bang with a red carpet and performance at Webster Hall on Sunday, with a line-up which included ASTR, Cardiknox, Mayaeni, Born Cages, and Meg Myers. On Tuesday night, at 11:15 pm at Tammany Hall with a performance by the winner of the Artist on the Verge Awards 2014, VanLadyLove.

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The three-day conference took place at the New Yorker Hotel in Midtown and occupied two floors with booths that for the following companies, Buzz Angle, GCA Entertainment, Showpitch, Music Times, Corbin Hillman Communications, ASCAP, Noise 4 Good, Steven Hero Productions and more. These firms offer services in royalties, publishing, digital distribution, data mining of online music consumption, music journalism, artistic representation, and artist and repertoire. In addition, the conference rooms on these two floors served as meeting places for panelists and discussions, and mini acoustic showcases with some of the artists selected for the Artists on the Verge Project 2014.

The New Music Seminar conference helps industry leaders and players better understand how consumerism and music is evolving and how they can continue to innovate. In addition, this same conference brings the New Music Seminar Music Festival. Musicians have the chance to perform for a large audience and industry players, and develop valuable partnerships with producers and managers.

While I have five full-length interview articles in the making with these five bands that were invited to the NMS Artists on the Verge Project – Juicebox, The Dirty Gems, Desert Sharks, Kim Logan and the Blackfoot Gypsies – I first want dive into what I learned from A&R representatives, music publishers and the staff of Pitchfork in some of the panels in the past three days. More specifically, I will take you through what label representatives look for in an artist before they invite them onboard, the types of criticisms new singer songwriters typically receive, and the dos and don’ts for publicists who work with musicians.

The A&R Movement: Where music is headed

Let me start backwards. On Tuesday, the last day of the seminar, David Massey, President of Island Records conducted a conversation between nine A&R representatives: Tayla Elitzer (Capitol Records); Alyssa Castiglia (Island Records); Brandon Davis (Atlantic Records); Jon Coombs, General Manager at Secretly Canadian Publishing; Jenna Rubenstein, Creative at Insieme Music Publishing within Glassnote Entertainment; Austin Rice (Columbia Records); Jessica Strassman (Startime International); Patch Culbertson (Republic Records); and Dylan Chenfeld (Razor & Tie). Here are the essentials that musicians and A&R representatives alike should know about music today.

Trends in Music

Panelists emphasized which particular styles currently excite label reps. Electronic, rhythm and blues, and emerging trend of world music, deep house music from the UK are among these genres. In addition, there is a cool cross between electronic and indie, better known as Indietronica. Avicii is one artist who accomplishes this by mixing electronic dance music with bluegrass. Another artist who combines guitar driven music with electronic dance beats is The Chain Gang of 1974, who recently performed at the Governors Ball Music Festival.

On the topic of guitar music, another speaker claimed there has been a significant void in guitar-driven alternative music, providing musicians within this genre to re-emerge. He added that bands like this who entered the scene more than 10 years ago, including The Strokes and Jack White, still drive large performance crowds. The way I see it, there is no reason why someone now cannot come out and do the same. An audience for this music still thankfully exists.

A&R, Musicians and Social Data – What works, and what does not

One of the most important pieces of information an A&R rep must keep in mind is the difference between data and buzz. When researching an artist, data is crucial. One must put their personal taste aside and understand the consumers’ tastes. While start-ups like Buzz Angle, who are currently in their beta-testing phase, record data of online music streaming and purchases; the other type of public data most A&R reps use is Twitter. Retweets of videos, hashtags of performances, and robust discussion about the artist serve as valuable data. Additional social metrics includes plays and followers on Spotify, and views on Youtube.

If you are an artist, please note that an A&R person wants to know you are going to sell records. One of the panelists signed the New York City-based Indie Rock band, Born Cages based on how many times the band’s songs and videos were retweeted. Although he had not seen the band play a single show before signing them, he believed in them. In addition, after speaking to the band in person at the red carpet event, this group claims performing is their favorite part of their career.

In short, social media and staying relevant on the music scene is essential. A&R reps will also tell you that now, more than ever, musicians must create a marketing plan and build a fan base by themselves.

On the other hand, some social media presents a negative. The panelists mentioned a habit of some A&R reps adopt involves aimlessly following buzz about an artist on blogs. The problem with unsigned bands made ‘hot’ within the blogosphere is that these articles don’t help the A&R rep determine whether that band will be promising to sign. I agree with this claim. Unlike twitter, which marketers across the advertising industry have utilized to research the purchase intent of customers, blogging platforms do not provide this data or information about the consumer.

Key Performance Indicators – Play Live and Good Songs

Data has not entirely replaced a good ear for talent. Some of the reps on this panel claimed that a strong instinct about the artist must come before research. This might include the bands that one’s friends talk about. Most importantly, musical ability can be used to judge how well an artist performs live. As a rule of thumb, A&R reps do not think highly of a band that does not often perform.

If you love to play live but perhaps are not them strongest performer, there are ways A&R reps can find you help in establishing an excellent stage presence. In this case, the A&R rep might not sign you right away, but they might start developing a relationship with you, hopefully as partner on your journey. However, several panelists did agree that most of the time, the longer it takes a sign a deal with the artist, the better. There are A&R reps who have attended a musician’s performance 14 times and they regularly keep in touch.

What if you are an artist who loves playing live and plays well, but do not currently have any original music? A&R representatives will tell you, songs lead the way. Good songs have a way of rising to the top. If you don’t have any original songs, they do not feel compelled to bring you on board. Finally, selling singles and full albums still serve as an artist’s main source of revenue. This is one trend that has not changed.

So what has changed in A&R? The availability of information about the artist and their potential as an economically successful artist is now more public than it was 10 years ago. In addition, the competition on the musical landscape today escalates rapidly.

The Take Away

The most valuable advice this panel had to offer to the artist looking to make money with their music is this, always remember the music should be about your fans. Deliver the music your fans love. Thanks to social media, artists now have an excellent way to interact with fans and secure that base that is going to help the musician get attention from an A&R rep, and hopefully get signed.

Now, if you have always been musically inclined, enjoyed performing, but are just starting out as a songwriter, and might be looking to work with a label or music publishing group, keep reading this post. I am going to give you an idea of how it feels to have your music critiqued by A&R people and music publishers in the overview of this next panel.

Music XRAY Presents: A&R Live – Music Critique and Sound Selector Sessions

This panel was conducted by Mike McCready, Co-Founder and CEO of Music Xray. The players included Tayla Elitzer, Jenna Rubenstein, Alyssa Castiglia, Stephanie Karten, A&R from Robbins Entertainment, and Chloe Weise, A&R from RCA Records.

I arrived late to this discussion, but luckily, the guitarist from the Boston-based band The Venetia Fair, Mike Abiuso – who I had met at the opening night at Webster Hall on Sunday night – was able to fill me in on what I missed. He said that earlier in the program, “The critics assumed nobody would want to listen to a demo of a song because it is an unfinished product. When they [the critics] asked the audience however; many listeners said ‘yes,’ they would listen to a demo.”

Michael also explained the process of how this panel would critique music. They would read off the names of some of the Artists on the Verge, class of 2014, and then ask for a CD of their single and play it for the entire room to hear, and then publicly share their criticism. This type of workshop will help singer songwriters and performers in the early stages of their career in the following ways: 1) It will help aspiring musicians build a thick skin towards criticism; 2) This is a great opportunity to receive constructive criticism; and 3) They will learn what record labels search for in an artist who is looking to get signed.

Some of the Songs up for Critique

The first song I took notes on was “Insomniac” by The Dirty Gems. Upon listening to this track, the panelists said, “While the vocals were good and I liked the guitar in the forefront, I don’t see a lot of hit potential. Strengthen the verse a little bit.”

Afterwards, the panelists chose “Call on Me,” a Hip-Hop track by rapper Just So Smooth. The speakers pointed out, “No dynamics, the melody is static. The hook needs to be cleverer, along with lyrics. Also, the phrase “call on me” has been used before.”

The last song review I listened to was about the dance tune “Problem Boy” by Toni Atari. “The production is not great, and the vocals are a little bit muddled,” remarked the panelist. She also suggested the artist develop her lyrical content and the context in this song.

A Critique of the Artists on the Verge Awards 2014 Finalists

Fast forwarding to the final panel of the day The A&R Movement, I thought it was only fair to include the A&R rep’s point of view about the AoV Awards 2014 finalists – Garage Rock group from Philadelphia, June Divided; R&B singer from New York City, Kiah Victoria; and Pop Rock group from Provo, VanLadyLove. Although everyone now knows the winner is VanLadyLove, I wondered who the A&R reps thought would win.

One of the panelists gave Kiah their vote. Another panelist said, “Kiah commands a stage, but she would do well if she focused more on carrying her pre-choruses a little further.”

An A&R rep stated they would sign VanLadyLove. One of the reps then stated this band “has a cool sound and great stage presence.”

As for June Divided, one of the reps claimed he would put this band in the “to be watched” folder. Another panelist positively commented on the band’s energy, but claimed “Their style is a little dated,” and emphasized the group needs to focus on their audience.

The Take Away

All artist starting out on the music scene must listen to criticism in order to improve their chances of getting representation. Luckily, these critics do bring up a few valid points. For example, ask yourself, “Am I trying to be a writer or artist?” This question is important in dance music, a genre for which they suggest the following – “Focus more on sophisticated lyrics. In dance music, the lyrics are not very deep.

“The music also has to deliver the same magnitude as the vocals. This comes along with more songwriting practice.”

Additional advice they provide is this, “Think really well about where your song fits in this time period. A sound from six years ago will not fly now.”

They then offered this last piece of advice, which I found interesting, “There is a lot of risks these days, so you have a better chance with a radio-ready song.” While three of these panelists, Tayla, Jenna and Alyssa, would also agree with those A&R reps from The A&R Movement panel who claim that an artist does not need to be on the radio to be successful; they suggest a radio-ready song just so that a single has the best quality possible. A poor quality recording could turn off the A&R person and prevent them from giving a well-written song a chance.

So far, I have talked about the types of criticisms new artists on the independent music scene will likely receive from industry players. Now, I want to take you to the last segment of this review – advice for publicists working with musicians; the dos and don’ts they should apply to their practices.

Online Media Music Discovery

Jay Frank, Founder and CEO of DigSin served as conductor of this panel, which took place on Monday. The players included Mark Richardson, Editor-in-Chief of Pitchfork; Andrew Flanagan, Writer and Editor of Billboard; Joe Carozza, Senior Vice President of Publicity of Republic Records; and Andy Cohn, President and Publisher of The FADER. The discussions between panelists provide me with advice for what a publicist should do in order to increase coverage about their artist, and what to avoid.

Do Tell a Story to the Industry Player

As a publicist, when you pitch an artist to someone else in the industry, ask yourself what makes the artist different and why that industry player should care about them? The type of story you tell keep the reader interested. Although some artists might want to hold back on the story, encourage them to speak and share.

Don’t Blame Publications for not Creating Enough Attention

The publications tell the artist’s story behind their music. An artist must convince listeners to care about them through music. While I attest the writer has to care first about the artist and the music they create in order to tell a great story; the publicist must be a mover and shaker, the one who helps start a relationship between the writer and musician.

On this note, the writer’s job is to help present a face to a record label, one that shows the artist has potential to stay with a label on a long-term basis.

Do Use Social Media to Create Attention

Publicists should push this, especially since artists today are on the forefront of their social media, and this can be curtailed to create new stories. Focus on how to get people to pay attention to the artist’s social media.

Don’t Rely on a Viral Music Video to Create Attention

Joe says “Many artists come in my office and say, ‘I want to make a video [for my artist] and I want to know how to make it viral.’ This is the wrong mentality. You have to spot an elephant in the room and see how it is different from everything else that is out there.”

In other words, Joe means that publicists must not put so much faith in a music video that will tug at the heart strings of Youtube, Hulu or Google Play users. One of the reasons might be that the music video, like the written article, is a promotional tool; it does not define to the listeners why they should care about that artist. If the music does not stick, neither will the video.

Do look at the writers’ past work before pitching them

Any public relations expert will tell you to research the media outlets that will have the most chance of showing interest in the person, service or product you represented. Would you send a press release of an album launch by an independent hip-hop musician to a magazine that covers strictly classical music? Probably not. On the other hand though, journalists sift through hundreds of press releases every day simply because they don’t feel the story fits with the publication’s brand identity.

Luckily, the agent will not need to examine each media outlet front-to-back and split hairs in order to decide whether or not to pitch the artist to this publication. Instead, they must judge whether the writer really thinks about music based on previous articles they have written. Can the writer generate new ideas about how to present a musician to a producer or record label? The publicist should ask this question.

Don’t think nobody will cover your artist because they are not big

Publications like Pitchfork will not solely cover bands that everyone knows. They recognize there is good music out there, but the artist might have a small audience. If you are publicizing an artist who writes memorable music and writes it well, then chances are someone will want to cover that musician.

Final Thoughts

The panels that I spoke of are the ones I attended. So many more took place at The New Music Seminar, I just couldn’t be present for all of those discussions. During the seminar, I also split my time between scheduling interviews with bands, researching their work for questions, having conversations with them, and traveling to their shows all over the Lower East Side. Indeed, the three-day conference kept me busy, and the experience is worth the effort.

Many believe investigating secondary resources like books, websites, television, newspapers, magazines and additional publications that talk about the evolving music industry is the most convenient way to learn about this business landscape. It is only convenient if you sit down and conduct all of the research. Based on personal experience, studying the most accurate information will take weeks. You can save time to learn about the best practices by attending a conference. The greatest benefit one can gain from the New Music Seminar includes the opportunity to network and mingle with additional industry experts, music entrepreneurs, and build new business relationships within one stop.

Tom Silverman, the Executive Director of the New Music Seminar writes, “It is surprising that something so essential to human happiness can be so undervalued. The purpose of the New Music Seminar is to bring people together to discuss new ways to increase the value of music.”

He adds, “The opportunity for music revenue growth is even bigger on a global scale. The largest growth potential exists in parts of the world that never had a meaningful music business. Now, billions of mobile phones can deliver music to music-loving people.

“As we change our paradigm from one of selling music to one of selling the attention that music drives, we will experience a doubling of the value of music within ten years – and another doubling in the following decade (New Music Seminar Guide Book, p. 84-86, 2014).”

Bibliography

New Music Seminar. The New Music Business: Guidebook NMS 2014. June 2014, New York, NY, USA. Unpublished Conference Paper, 2014. 84-86. Print.

The Naked and the Famous’ Next Chapter: An Interview with the band’s keyboardist Aaron Short

The Naked and Famous Press Photo*: (L-R) Jesse Woods, Aaron Short, Alisa Xayalith, David Beadle, Thom PowersWhen I asked a member of The Naked and Famous, Aaron Short, to share one of his favorite moments as a professional musician, he told me, “Every time our manager tells us there is a free buffet breakfast included with our hotel room. It doesn’t take a lot to please us. Imagine how we reacted when a label from the UK wanted to sign us?”

One could definitely say Aaron has learned to appreciate the simpler things in life, especially as The Naked and Famous’ journey grows more exciting, opportunity-filled, successful and complicated. Continuing my conversation with Aaron, he then talked about the New Zealand-native Indietronica band’s big move to Los Angeles.

“Between the time we left New Zealand for our Passive Me, Aggressive You tour in 2010 and landing in Los Angeles in 2012, is a blur of 200 or so shows around the world. We were very ready to pick a spot to settle once we reached the end of it, and LA made sense to us for many reasons,” explains Aaron.

The favorable turn-out of their career in the U.S. provided one motivation for the band to stay in this country, and Aaron even mentions they did not want to “stray too far from a good thing.” Additional motivational factors include affordable avocados, rapid internet connection, and a peaceful house just outside of Hollywood. In this home, the band transformed one of the rooms into a little demo studio, a room that would become the birthplace of their latest album, In Rolling Waves.

As I thoroughly researched the band in the press, and listened to their music from their 2010 release, and 2014 album, I definitely felt a strong sense of artistic development. The Naked and Famous are currently between tours – having just finished Coachella and now taking on the Groovin The Moo Tour in Australia. Aaron very graciously took some time out to talk with me about the band and share the story of this group thus far. One of the parts within the story he shared that stood out for me was his forecast of a third album on the horizon, which he describes as “the next chapter in our book once this current tour is complete.”

While The Naked and Famous work towards completing their Australian tour, and what is most likely the band’s current chapter, I examine the earlier chapters of this band’s life through Aaron’s point of view. I am happy to welcome The Naked and Famous to Music Historian’s Hear, Let’s Listen.

Chapter 1: The Rule of Performing Live

When Aaron met Thom Powers and Alisa Xayalith at Auckland’s MAINZ music college in 2008, he did not consider himself a part of the band, nor really a musician. Instead, Aaron saw his future in co-producing within the studio environment. He credits Thom for being a “man with the plan.” Aaron recalls the moment they finished the band’s first EP titled This Machine.

“The demos we made doubled towards the end of term assessment submissions, which pretty much gained me that diploma. Thom was always a man with a plan though, and that [plan] was – make an EP, form a live band, get a song on college radio, play a few shows, and wing it from there, in that order.”

I wondered what Aaron meant by a “live band.” He explains, “Since day one, we’ve always had a rule that if something can’t be performed live, it shouldn’t really be in the recording. This law we followed was definitely more for us than the audience, and it dramatically changed our approach to writing, the way in which we recorded albums, and the live set up.

“What we have now is an incredibly exciting and active stage set up, which makes the songs much more satisfying to play. I find it is boring when I go to see a band play and hear a part [in their song] which sounds really cool, then I look around and realize no is actually playing.”

Learning this fact about The Naked and Famous’ approach to music also excited me. Based on what I initially understood from reading major popular music publications online; In Rolling Waves was the album that first incorporated this emphasis on the ability of successfully playing a song both live and in a recording. Luckily, the band has been doing this from the beginning.

Chapter 2: Push the Dynamics

Moving forward with the conversation, I wondered what changed in the recording experience of the band’s latest album compared to their first full-length debut in 2010, Passive Me, Aggressive You. When The Naked and Famous were writing their debut, the five members who – as Aaron explains – “draw from a massive range of musical influences” came to agree on one musical style. Aaron Short - keyboardist, pictures from North American Tour 2012*

“Though we all share many of the same favorites,” begins Aaron, “no one’s tastes perfectly match, which is beautiful. I personally come from a strong electronic music background compared to the rest, and this makes for an interesting dynamic when it comes to the production of our records.”

It is perhaps no surprise that, between the recordings of the two full-length albums, everything about the record-making experiences differed. Talking with Aaron, I felt Passive Me, Aggressive You was The Naked and Famous’ first chance to stretch their muscles as electronic musicians, helping create memorable and dreamy tracks like “Young Blood.” As for the second release, Aaron says:

“We put a lot more consideration into the parts being written and refined them to the point we felt they were as powerful as possible, without relying on the use of excessive production to make a track ‘big.’

“There is also this encompassing sense of being a little more grown up this time around. “Young Blood” was written as a demo in 2009, and we were 4 years on from that when In Rolling Waves was completed. You can definitely feel that in the themes of the lyrics, and the construction of the songs.

“We also made an effort to push the dynamics of this record; making those quiet moments even more delicate, and the darker and heavier moments more powerful than on the first record.”

The evolution in the lyrical themes between the two records will stand out to listeners. The lyrics in “Young Blood,” express a shaky love between two people – probably adolescents – who want to be together for no other reason than simply being together. The lyrics are:

We lie beneath the stars night/ Our hands gripping each other tight/ You keep my secrets hope to die/ Promises swear them to the sky…

Fast forward four years, the vocal timbre remains the same, but the tone behind the lyrics changed. Now, The Naked and Famous perform a slightly different tune in the song “Hearts Like Ours” which includes lyrics like:

Could we try to reinvent?/ Feed the head with common sense/ through the streets and avenues/ climbing up the walls with you…

The theme of growing up is evident to the listener in this song. Here, the story between the lovers may have started with the illusion of promise and might be now finishing at an impasse which is represented by the question ‘can we grow together and continue this journey, or should we part?’

The Naked and Famous, photos from their North American Tour 2012* Chapter 3: Cool Heights

One might say that time will change anybody’s attitude about their lover, life or even themselves. The same applies for artists. For The Naked and Famous though, their experiences as full-time professional musicians between 2009 and right now speaks louder than only the time that has passed between their album releases.

While the band did not make an additional full-length record between 2009 and 2014, The Naked and Famous did release B-Sides and Remixes which were extensions of their original works and compilations of songs that did not make the album. In addition, the band created a live film of their Passive Me, Aggressive You tour cycle in a live film they released in 2012 titled One Temporary Escape. Aaron says:

“We made it available for free download in HD and with fully mixed audio, as a nice way to wrap everything up before moving to the second album phase. Our live shows reached a pretty cool height at that point, and we want people to see how much better the show looked as opposed to watching if from one of the 10,000 shaky distorted mobile uploads on YouTube.”

Now, the band can expect plenty of additional mobile uploads from fans after “conquering two incredible weekends at Coachella” something the band has looked forward to for years. They are currently touring Australia, which according to Aaron, has involved enduring colder weather than they are typically used to, along with an overloaded van and plenty of long drives.

While Aaron did not mention anything in regards to a live film of the In Rolling Waves tour, fans can keep up with the band by following The Naked and Famous on Twitter – @tnaf – and Instragram – @tnaf. In the meantime, more information about their tour is available on their website thenakedandfamous.com. If you are a New Yorker, you have a chance to see The Naked and Famous perform amongst an exciting line up which includes Jack White, The Strokes, Fitz and the Tantrums, and many more on Saturday, June 7th at the Governors Ball Music Festival. Click here to get tickets.

The Next Chapter?

I feel fortunate to have caught one of the members of a band that is currently experiencing a riveting stage within their career. In addition, my conversation with Aaron reminds me of a piece of advice I received once during my time as an undergrad in Music History – “do what you love, and the rest will come.” Aaron’s experience perhaps parallels these words well. Press Photo*

For a musician though, ‘doing what you love’ is not always easy. Their career might involve relocating to faraway places, and taking on experiences filled with challenges like cross-country tours and squeezing in time for some publicity. Yet, getting to these experiences and achieving these benchmarks is part of the job, and the reward waiting for some, after the successful turnouts at shows, the large album sales, and the additional promotional merchandise, is a peaceful home and the beginning of another album. Although we so far only have a hint of news about a third record, The Naked and Famous would definitely say “We’re getting there.”

*All photos were published with permission from CRS Management in New Zealand

Just Listen: Trumpet Grrrl Brightens Days with her latest music video “Rain Boots”, public performances and upcoming record

New Press Photo of Trumpet Grrrl. Courtesy of Cultured ProductionsThose who follow Trumpet Grrrl – a young musician who moved from the Burtonsville, MD to New York City to achieve her dream of being a singer songwriter – will tell you her music is “fun, quirky, soulful and creative.” These adjectives also accurately describe the music video for her new single from her third album in the works, Just Listen, called “Rain Boots.”

In her music video, Trumpet Grrrl skateboards to a second-hand clothing boutique in Brooklyn with a box of her clothes. One of these items is a pair of cute girly rain boots. She trades them in for cash, and in a funny turn of multiple events, these boots get in the hands of several different owners, and somehow find their way back to our heroine.

This music video was made possible with the help of Cultured Productions. Trumpet Grrrl explains:

“The Cultured Productions team thought of the serendipitous theme, and I added my own flair with the dancers and skateboarding. The whole process took about 6 weeks from planning to release. We filmed in one day.”

As I listened to the lyrics within the song, “You only think of me when it’s raining/ pick me up while complaining/ walk right over me/ kick through the mud with me,” I wondered whether the topic of the song focused on something more than rain boots; perhaps a relationship or friendship? Trumpet Grrrl says, “During an overcast day, I left my house, and realized I left without my umbrella. “Rain Boots” spawned from the line “You only think of me when it’s raining.” I intentionally wrote the lyrics in a manner that listeners could interpret in multiple ways.”

Researching her last two albums, It All Starts Here (2012) and The Basement Tracks (2011), and a track recorded with producer Matt Shane at Converse Rubber Tracks studios called “Afghan Palace”; I sensed Trumpet Grrrl developed from a newbie on the music scene to a must-be-heard talent. So, I invited her to be this month’s interview feature on Music Historian’s Hear, Let’s Listen.

Trumpet Grrrl picked up the trumpet at the age of 10 and has been hooked since. Private lessons and summer camps served as the starting platform for her classical music training. In later years, the trumpeter would perform at Carnegie Hall and the National Symphony Orchestra on a fellowship. In 2008, she received a Bachelor’s of Music in Trumpet Performance from the University of Maryland, College Park.

“I love the beautiful sound you can get out of the trumpet,” the musician explains. “I feel I can truly express my emotions through the trumpet; I tend to fumble when it comes to words. I also have a very active brain, which is easily calmed by music. In the end, the fact that music is awesome kept me ‘hooked.’”

Trumpet Grrrl by Larkin GoffDuring her final months of college, Trumpet Grrrl formed the rock band La Coterie where she played keyboard, sang lead vocals and composed music. Two years later, she left the band to start her solo project. Here, she taught herself to play the trumpet and piano simultaneously.

Watch her Youtube videos, and you know Trumpet Grrrl has proven herself a multi-instrumentalist. She claims that playing two instruments and singing at once provides room for varying tonal colors and harmonic motions. The challenge is the quick change of putting down the trumpet and getting her right back on the keys, which according to the musician, can lead to a fallen trumpet. During live performances though, Trumpet Grrrl says her skills creates a “wow!” factor for the audience.

Since she went on her own, Trumpet Grrrl has written all her own songs and has developed her own style of music. “My sound is original, soulful and emotional,” explains Trumpet Grrrl. “I tend to attract fans from varying genres. Based on this I’ll say indie soul, jazz, pop rock.”

Trumpet Grrrl also claims that patience is one of the biggest lessons she learned over the past three years.

“Trying to force myself to compose never works; I have to let the song come to me. Over time, I’ve gotten better at expressing thoughts in different ways and in a concise manner. The fewer words I use to express something, the better. Additionally, I have a better feel of which chords and song structures I want when writing.”

Now, as she prepares for the completion of her third EP, Just Listen, which is set for a date in late summer or fall of this year, Trumpet Grrrl sums up the experience of making this record.

“In my first two albums, I literally did everything myself. I played all the instrumental parts, recorded on home equipment, produced it all and did my best mixing. For the first time, I will record with GRAMMY award-winning producer Scott Jacoby and have a band – a guitarist, bassist and drummer – play the songs. Scott is producing and recording; he has a great ear for little flairs and additions that can make a song pop! Recording my third album [has been] amazing.”

Trumpet Grrrl. Photo taken by Larkin Goff “Rain Boots” is just one song from Just Listen that pops. Trumpet Grrrl claims that she will release two additional songs from the EP before its official debut. The performing artist also says “while fun is the most important reason to make a music video, the primary business of creating a music video is promotion.”

Earlier in 2013, Trumpet Grrrl participated in a Twitter chat run by @GoGirlsMusic, held weekly on a Thursday, called #ggchat. Here, she inquired about companies that produced music videos and was referred to Cultured Productions. She claims the company’s investment in social media was a key decision factor.

Trumpet Grrrl’s low and sultry voice and her trumpet skills blows listener’s minds. “Rain Boots,” which Trumpet Grrrl also produced with Jacoby, is catchy, and memorable, especially as it exudes a New Orleans jazz band charm with splashes of pop and soul. Enthusiasts of indie films will find charm in her music video for “Rain Boots” as they watch how much joy someone can experience in simple pleasures while living in the complicated, urban, cluttered and fast-paced landscape of New York City. This music video is bound to brighten someone’s day.

Prior to recording songs for Just Listen, Trumpet Grrrl also wrote the cheery, experimental and gospel-imitating track “Up!” from The Basement Tracks. If listeners seek a minor-key song with a cool electric guitar solo to help drive away their daily blues or mentally travel to another place, then “Afghan Palace” will fulfill this musical and emotional need.

When I asked Trumpet Grrrl on what she hopes fans of her music take away from Just Listen, she responds, “Whatever feelings it gives the listener; I love hearing their various emotional responses and thoughts. It’s always relative to what they’ve experienced in life.

“Since moving to NYC, I have also played on subway platforms. Nothing makes my day like the reactions I get. Some [people] will start dancing, draw pictures of me, miss their trains to listen and some just stop to encourage me to follow my dreams. It really warms my heart when I get a “thank you,” and when my music is received as a gift and brightens someone’s day.

“I have written a fair amount of songs with the intention of cheering myself up and fans tell me it does the same for them. [That’s why] I named the album Just Listen because that’s all I want. I truly believe my music will [brighten] people’s day if they just listen.”

Trumpet Grrrl reminds us that consistent and constant performance, and playing an instrument or many in addition to singing, makes a good musician a memorable and well-received one. Whether the audience observing the show is passing through the subway, sitting inside a comfortable landmark performance space, or surfing on Youtube, listeners respond well to confident performers. Trumpet Grrrl finds happiness in performing, and in turn, this brings her pleasure and contributes to her development as a singer-songwriter and artist.