First, my new favorite BILLBOARD, on I-35 South in Austin: Clearly mocking the Dos Equis TV commercials, singer-songwriter James McMurtry (Larry’s son) sprawls in a chair, holding a beer can and with a saloon girl on each arm. The caption reads: “The Most Disinterested Man in the World, pretty much always drinks beer.”
LADY GAGA, appeared in a voluminous dress made of plastic, after a concert the night before where she did something like getting vomited out of a mechanical pig. She is so huge in the industry it is hard to remember she is only 28 yrs old; her fist album was in 2008. In spite of her flamboyance, there is depth there, and some courage. She said, “The truest way to maintain the music industry is to put all the power back into the hands of the artist… I put music out into the world and it gets eaten by a computer.” While the studio folk might have quarreled with that, the singers, players, writers didn’t. Her point was that the “system” in the industry makes rules that work against “you and your guitar making music and finding a way into that system.” She tipped a hat to corporate sponsors, who made events happen, saying that without them there would be no artists to interact with, have relationship with, “because the record labels don’t have any #*$%ing money.” She called on the industry to use the bigger acts to shine a light on the coming ones,” and said it is “so easy today to be self-made so quickly, but what will make it sustainable is to be willing to feel the pain of this business over a long period of time, because you want to make songs, because the song is what matters.”
RODNEY CROWELL, Grammy-winning songwriter, told us songwriters to “Be patient, and let the song tell you what it wants to be.” Songwriting, he said, is finding the true thing, the true emotion, and a way to say it differently. You have to have a love of the craft; intentionality. He advises to listen to great songwriters, read poetry, see art – anything that feeds your craft. He stressed the value of revision.
He is not a fan of video or TV, because of what it has done to the language. When your hearing is paired with your own imagination (and not a video feed), you form your own images and connections. “When my songs are really working,” he said, “they are yours, not mine. It is about your relationship to the song.” He advised us to start songwriting by asking “What am I afraid of, afraid to say?” and then go to it. When in doubt about a phrase, “Go with the poet’s choice. “Anytime we figured out the poet’s choice, it sang; we were onto it.”
NEIL YOUNG has long been concerned with sound itself, and how inferior digitally produced music is to analog, and especially how “thin” MP3’s are. Also, single cuts have replaced albums that he called a “family of songs.” He said of his own albums, “I loved every song. I loved every note of every song.” But these days albums have not value to studios, only individual tracks, and the culture and sound technology and jobs that supported that culture began to die. Part of his effort at saving music from itself is a new technology called PONO, for which he is generating funding on Kickstarter. It is designed to deliver high resolution playback with the sound the artist intended.
MUSIC AND MONEY sort of depressed me. It was geared to be true to its title, but advocated things I’ve worked against. Their points are that there is a formula for songs, and we should follow it – verse, chorus, verse, chorus, bridge, verse, chorus – and always under 4 minutes long, 3½ is better. 7 out of 11 songs have no intro at all, and no intro should be more than 15 seconds, and you better hit the theme with the title phrase, or enter the chorus, no more than 20 seconds into the song. Also, nearly all #1 hits are collaboration, in recent years. Also faster, beats per minute are going up. Sigh. This is how Nashville ran songs through the “blander”.
WHEN TO HIRE A PRO – when the advantages are worth the money. You can do a lot at home, with today’s technology and software. The $$ goes into mixing, because of the time involved. They lamented that today, “In the marketplace convenience trumps sound quality,” and offered the corollary that, “The song has to be better than the quality.”
WHO OWNS WHAT – Copyright law still reigns, and the creator is owner. Fair use, between the public good and copyright, and condition that, and such use should be clear, simple and honest. One of the panelists has been sued by CraigsList, which tries to maintain that even the original poster, on a public message board, does not have ownership of their own post and cannot re-post it on another site. Geez, that’s ridiculous. (Lady GaGa is right!)
REACHING MILLENNIALS WITH MUSIC was an interesting panel, comprised of (among others) the CRO from Shazam, and cultural marketing guy from Pepsico. They pointed out the App culture is using mobile devices to engage tons of media, and held that these are authentic connections leading to online and offline cultural ecosystems. Thus, you cannot “target” millennials; you can only work with artists within that ecosystem to amplify their craft. “If it’s good, they’ll find it.” The Pepsi guy said that communicating within that system is finding a way to create “a soundtrack for a person’s life.” You can’t identify separate entities within that generation (ethnic, regional, etc.) as in marketing of old. Millennials are totally integrated and in conversation with the broader world. “You have to get in the mix – have to live it. You can do research and so forth, but that’s not enough. When you live it, you can create an environment around it.”
Shazam moved from just data to drawing people back into the app for broader engagement with things they are interested in – on behalf of an artist or label, to be sure. Their mobile phone is the most personal asset they have. If they say, electronically, they like a thing, Shazam follows up with sharing capabilities within the app/
RESURRECTING JERRY GARCIA was a moving and wonderful panel. Mark Silverman was a Dead fan, working in corporate media, who discovered the Jerry Garcia website was pretty much vacant and dead. He offered to resurrect it, and it is now a complete multi-sensory site. His colleague was on the panel, along with the Garcia estate’s attorney, and Jerry’s daughter, Trixie. Their point was that the Grateful Dead had such a following, it was the original social network, and it has been re-gathered by making those memories available again through technology. Jerry Garcia said of his own art, “When we’re done with it, they can have it,” making the fans co-creators with the band. Silverman recalled his discovery of the Grateful Dead culture – “I had found my tribe. These are the people I wanted to be with.” I came away with two really fine Jerry Garcia quotes, the first one illustrative of Garcia’s humility: “There were so many people who really cared about me, and I was just f*#@ing around.” The second very appropriate for us preacher-types: “Basically, when you get up in front of a lot of people, you feel like an idiot. There’s no getting around that.”