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AmpLive Interview

published
on March 3, 2008
by
ACtual
in culture, genres, interview, music, and technology
. 0 Comments Tags: , , , , , , , , , , , , , , , , , , , , , , , .

Amplive

AmpLive has been one of the most talented and diverse producer/DJs of the last ten years. His work as part of the Zion I duo has exemplified an ability to bring in a variety of musical styles and genres to the hip-hop world. In addition to this work, Amp has worked with or done remixes for Goapele, Akon and Nicole Scherzinger of the Pussy Cat Dolls. He has also produced music for ESPN‘s Sportscenter, So You Think You Can Dance?, America’s Next Top Model, and MTV’s shows Cribs and The Real World. On top of the musical creation, he has earned a Platinum Plaque for his Linkin Park remix as well as The Guardian‘s “Best Producer in the Bay,” and San Francisco Weekly‘s “Best Hip Hop Group in the Bay” awards. AmpLive’s recent release, Rainydayz Remixes, a remix album of the Radiohead album In Rainbows, has received considerable press, word of mouth, and excellent reviews. The mash-ups, utilizing and remixing pieces of the original album, received Radiohead’s blessing to be distributed for free. Because of the MixMatch nature of this album and the various production, distribution and copyright issues associated with such an undertaking, we thought it was about time to catch up with Amp and talk to him about his musical history and future, his run at the Radiohead album, and the future of the music industry and distribution models in general. Below is the interview Amp granted to Evolving Music to talk about these issues. Insert gratitude and round of applause here…

AC: Your music and production, from Mind Over Matter to Heroes in the City of Dope, always exhibits a huge variety of sounds and influences from different genres that speaks to a diverse musical enjoyment. What genres catch your ear, what is the foundation of your personal musical enjoyment, and when starting out on songs, is it a conscious effort to bring these genres in, or are they embedded and just come out in your music?

Amp: Well, I grew up exposed to different types of music. I am from Texas, so I was surrounded by country music. I played the drums at my church, listened to hip hop, skate punk and techno in middle school, took piano lessons, and was forced to watch the local symphony at least twice a month. So I look at music as a big bubble. All genres catch my ear. I feel that you can find something good in everything. When I am creating songs, I generally go off the feeling that I have or the point I want to get across versus thinking of the genre that it would be in.

AC: Zion I, at various times, has brought in collaborating MCs and producers. For Heroes in the City of Dope, Grouch was brought on for the entire album. What process do you use when determining who you’d like to work with on upcoming tracks? When you do collaborate, is there a set formula you like to use for combining with another musician, or is it a more organic process? How have your collaborations contributed to your personal growth as an artist, and do you find yourself revisiting methods you picked up from people you’ve made music with in your own?

Amp: Collaborations and observation has definitely helped me grow as a producer. When I first started in the early 90s, Spearhead X, who was a producer for Dallas Austin, taught me how to tighten my drums. While L Rock, who now is a main producer in Lil Jon‘s camp, helped with musical arrangements and learning how to play. So as I evolved and started becoming a professional years later, I took these experiences and applied them to my music. So in doing the collaboration album, Heroes in the City of Dope, I wanted to make sure there was equal input from everyone. For that album Grouch and I gave approval on the beats and the songs as they were finished. So we both had our touches on the music, even if I produced the track.

AC: Is there one genre that you most enjoy incorporating in your music, and is there any sound you’ve been wanting to work in a song that you haven’t done yet?

Amp: Hip Hop music is my basis and in my soul, so that will always be incorporated into my music. I have always wanted to do a song using a harp. Hopefully in the future that will happen!

AC: Obviously your remix of In Rainbows demonstrates an appreciation for the album. How long have you been a Radiohead fan, what initially introduced you to their music and which is your favorite song and album? Now that they’ve proven amenable to your remix effort, are you considering working on any of their other work?

Amp: Ive been a Radiohead fan since the late 90s. “Karma Police” from the album Ok Computer was what set it off for me. Even though that was their hit song and everyone liked it at that time, the hip hop feel and knock of it captured me. Then their sound got more electro and I really started getting into them. I would have to say that before In Rainbows, Kid A was my favorite album. I just think they are off the hook because they successfully push the envelope at all times. I would definitely do more remix work, just approach it differently next time.

AC: The growth of collaborations when it comes to mash-ups is something that has really been quite fast over a relatively short period of time. Was this the first time you had thought about doing something like this, and what prompted you, over any other music you might currently be listening to, to work with this album?

Amp: Well, I have always done remixes and twisted up music. I did my first mashup cd about a year ago, Beats, Remixes, and a side of Mashups, where I took all kinds of vocals, including old Zion I a cappellas, and combined them with different music. It got a really good response and people were telling me that they liked it better than the normal mashups. Thats why I thought that I could do this well.

AC: There are a few songs, “Bodysnatchers,” “House of Cards” and “Jigsaw Falling Into Place,” from In Rainbows that you didn’t work with on the Remixes. What made you decide to work with the tracks you did?

Amp: Well, for one timing. I had started working on a remix for “House of Cards” and “Bodysnatchers,” but there wasnt enough time to finish and do what I wanted to do. Especially “Body Snatchers.” Man, that song is good!! I just messed with the songs that I felt were the easiest to remix first.

AC: Initially you received a Cease and Desist for these tracks. What was the progression from that letter to Radiohead allowing them to be distributed? Was it a process that went on through the labels, or through you and the band?

Amp: Basically, after the cease and desist came, we reached out to Radiohead. After sending them the songs and listening to them, they gave an ok for the release.

AC: What are your thoughts on the method of going without a label to start, allowing consumers to pick the price of the album and providing it for free as Radiohead did with In Rainbows? You’ve also now released and received considerable press from your remixes being available for free. What is your view of this change in distribution, and where do you see the traditional label industry heading in the next five years?

Amp: I think that it was ground breaking how they decided to do that. It was giving back to the fans who have been supporting them. By giving the album away for free at first and then offering it for sale later was saying that “for all of the people who have been supporting us, we will give you first dibs on the new record”. I think that shows respect. I think the industry is changing, but I dont know the end result. I do feel that groups will have to do more than just rely on their music for income. The song is going to be more of a business card than a product. A group’s show and merchandise are going to be the new product. I think that the traditional label is going to combine with management and marketing formats. It will be all in one.

AC: I think your description of the song as a business card for musicians is a very solid one. I think a lot of people believe that with iTunes now being the second largest music distributor in the world and songs being sold for a dollar, artists are seeing more revenue from the sale of their music. Is this a true assumption on the part of the consumer? And could you address how the change in format and distribution has altered your income from the release of Mind Over Matter, which was primarily CD and word of mouth, and has since been released on iTunes, to later albums that were released on iTunes immediately? What DOESN’T the consumer know about artist profits from their music distribution?

Amp: Well, the biggest misconception is that the artists are making more money because of iTunes. What consumers (and artists actually) need to realize, is that it takes money to make money. Having your music on iTunes is only going to sell it if you are able to spend the proper amount of money and have a working staff of people to promote where to find your music. This is where a record label or promotions company comes into play. I have always been independent so the way i see my revenue hasn’t changed as much. Because I have been putting out albums since 1997, I have been able to build a fan base that has followed my music from the CD to the digital era. So things have been consistent, in terms of the career of Zion I.

AC: In your music, what is currently holding the most interest for you and what has brought you the most enjoyment recently? You’ve been doing DJ sets now, how do these differ for you in preparation and presentation from your shows as Zion I? Is there any work being done on a new album?

Amp: Definitely doing the Rainydayz Remixes brought me enjoyment. I also have been working with the soul artist Codany Holiday and his album is sounding tight. But most of all the new Zion I album, The Take Over, has been really tight to complete. I have been DJing for years, it’s nothing new. For Zion I I just wanted to step up the game and do more than just play tracks in the back, so I make live music on stage too. But I plan to incorporate that into my djing also.

AC: The work you do with Codany Holiday on the Rainydayz album is tight. In your work on his album, are you moving more into classical soul sounds, have you been slipping hip-hop into his soul? Talk a bit about the collaboration with him and what it’s meant for both of you in terms of releasing a soul album.

Amp: Codany Holiday (pronounced Courtney) is a naturally gifted singer. So producing for him hasn’t been hard at all. The biggest challenge was the sound we wanted to go with. I thought it was best to go with what was natural to him. When you talk to him about his mentors and what singers he admires, they range from Marvin Gaye, Donny Hathaway to Phillip Bailey (Earth, Wind, & Fire). So I definitely wanted to use more classic soul production, but hip hop with a 2009 twist to it. The response has been great. With Codany has been down with Zion I for awhile, he has been involved in alot of our songs. Working with him and producing his album was only natural. He brings alot of ideas to the table with production and arrangements. He is “the truth” in terms of gifted soul singers.

AC: Over the years you’ve been creating music, has there been one change or innovation that has significantly altered how you think about or make music?

Amp: Definitely the use of the computer and software to make music has been the big change for me. For years I just used analog equipment, ASR10, MPC, and all the other traditional machines. Now everything is on the computer and the songs are right in front of you…makes you look at music in a different way.

AC: In terms of looking at the music visually in a different way, could you talk about how that changes your approach to making the music? Do you find yourself dealing with creation in a different way now that you see the music visually and what are those differences? Would you be willing to give a description of step by step process you take, from mental idea to finished song?

Amp: Using Pro Tools and Logic has definitely made me look at music differently. Instead of seeing beats as loops, I now have the whole song mapped out in front of me. Its like looking at a song linear instead of circular. So to make a very basic song I always start with a melody or drum pattern, then build on top of that. Once I have something going in a quick loop I spread it out in the computer by repeating that part to the length of about 5 minutes. Within that I add beat changes and other sounds.

AmpLive’s creative and dynamic approach to music is amazing. His use of various genres from a musically diverse upbringing has helped the movement infusing the hip-hop genre with new sounds and broader spectrums. He is currently on tour and working on music for Codany Holiday and the upcoming Zion I release The Take Over. You can find his music through Myspace, iTunes and any other place music is sold. Evolving Music and MixMatchMusic would like to once again thank AmpLive for his time and energy in providing this interview.

Privacy is Obsolete

published
on February 20, 2008
by
LJHarb
in culture, music, and technology
. 3 Comments Tags: , , , , , , , , , , , .

We live in a society that is entirely public. Privacy is a thing of the past. (see the Anonymity Experiment) Advertisers and marketers know your shopping habits, your drug prescriptions, your political, religious, and professional sport affiliations. Facebook’s Beacon is only the scapegoat of what any advertiser is frothing at the mouth to implement. The clerks at your grocery store or the people that run the gas station or the car wash are just as likely to steal your credit card number and identity as a random hacker over the internet or some dude scavenging your bills out of your trash can. Anything that can be reproduced digitally will, inevitably and rapidly, end up being illegally distributed over the internet, either for profit, or just for fun.

So why are people still paranoid about privacy and piracy? Fear is only useful when it helps us prevent harm. What’s the point of being afraid of getting salmonella? I don’t need to be afraid of it anymore, I’m just careful around raw food. Loss of privacy is inevitable – you can not prevent it. All you can do is slow it down. I have my cell phone number on my Facebook profile. Yes, I limited my privacy settings so only my virtual “friends” can see it – but if I really didn’t want my cell phone number getting out, I wouldn’t be an IDIOT and put it on the internet. Honestly: how many of you really have a true expectation of privacy when you put any information on the internet? Why be afraid anymore? If you want it private, keep it in your head – nothing else is private. Deal with it.

I’ve talked to a lot of musicians lately, and a lot of them are concerned about their music being pirated. My immediate reaction is always, why? Things are only stolen because they have value. If somebody is stealing your music, it’s because they want it – you don’t suck. That’s wonderful! People want your art! Why would you want to limit your audience? Share the beauty that humans produce with humanity – privacy is selfish.

Let’s say some local aspiring rapper steals your beat and uses it as a hook in his rap song. Maybe a thousand people hear it – maybe it’s only a mediocre song. Perhaps he earned a few hundred bucks from it. Sure, you should be owed some percentage, since he used your intellectual property. But do you really care about (likely no more than) $50 from some local nobody artist? Get a day job if you need $50. However, let’s say some artist steals your beat, and his song turns into the next “Soulja Boy.” Now he’s got millions – and here’s where you might be thinking, “See? He stole my music and now I lost out on all that revenue!”

Our society may be public, but we’re also litigious to a ridiculous extreme. If you can prove that it’s your music – for example, by widely distributing it for free through a medium that can vouch for you – then you’ll win the case, and that rich thief will settle out of court with you for a tidy sum. If you’re crafty enough, you’ll get him to publicly credit you. All of a sudden, you’re rich and famous, because somebody else stole your music. When Kanye and Timbaland come knocking at your door to sample some more of your beats, don’t forget to thank internet piracy.

Take Me Away

published
on February 20, 2008
by
ACtual
in genres, music, technology, video, and website
. 1 Comment Tags: , , , , , , , , , , , .

One of the most satisfying (or least, depending on who and when you ask) aspect of listening to an artist is discovering how that artist sounds live in concert. The instrumentation, the lighting, the changes in the songs all brought out for live performances can usually significantly change the experience. But concert tickets are expensive, bands tour, but usually in limited locations and venues (or for folks living in places like Idaho, maybe never and nowhere), and even in an amphitheater, there’s a certain feeling of disconnect from the band. In conjunction with this is the fact that it usually takes some sort of “unplugged” event to get an artist who would normally not be, to go acoustic. Mathieu Saura, a 27 year old from Paris who goes by the name Vincent Moon, has found the solution.

Fueled by passion for music and cinema, Saura launched Take-Away shows in 2006. A collection of now over 80 music videos, created by musicians, featuring them playing a song in a stripped down, improvised version as they walk through public places and streets, the Takeaway shows are now experiencing a wealth of attention from the media, including CNN. Saura has managed to mix the music video form with the internationalist appeal of music to bring artists from all over the world and all different musical styles together. These impromptu videos, taken usually around the band’s hometown or in the streets of Paris, offer a very real and low-tech look at a variety of artists, and provide a very different backdrop for the songs usually associated with CDs and radio airplay.

Furthermore, Saura doesn’t feel the need to upgrade to a high-tech feel because of the equipment initially available on the launch of the venture, and his desire to keep the product consistent and authentic. The variety of artists is astounding, featuring Arcade Fire, my long time favorite Elysian Fields, and previous Evolving Music blog subjects Beirut (“Beirut. The City. The Game. The Band.” 10/8/07), Vampire Weekend (“When Vampire Strikes,” 2/8/08) and, so we’re told through the grapevine, soon to be included is Crystal Springs Uplands alum Scott Reitherman and Throw Me the Statue (“Throw Me That Home Coming,” 11/8/07) in honor of their re-released Moonbeams album from Secretly Canadian

Whether you’re looking for some new music, or just a new way to look at music you know, the Take-away shows offer you a chance to see both artists you love and artists you’ve never heard of in new acoustic and public ways. The personal and intimate feeling these videos elicit, combined with the diversity and travelogue aspect of the settings creates a musical experience with the power to transport the listener to places further than the radio singles ever could. And all of it, from the blogs, to the emerging artists, to the new interpretations and portrayals of music, falls perfectly into the growing universe that is MixMatchMusic.

Guitar Rising: Guitar Hero Minus the Plastic Toy

published
on February 15, 2008
by
Sandra
in music, nerd, and technology
. 6 Comments Tags: , , , .

Holy Crap. Put this on your wish list for Christmas.

If you’ve ever played Guitar Hero before, you’ve probably wondered – like others have – if using a real guitar would be possible. As it turns out, not only is it possible, but the game will also teach you how to play.

Guitar Rising, which won the Developer’s Choice Award at the Independent Game Conference, was developed by Game Tank, a San Francisco studio which is all about “games that enable players to acquire real-world skills while being thoroughly entertained”.

Coming to a store near you in late ’08.

Pot of Gold

published
on February 14, 2008
by
ACtual
in artist/album reviews, genres, music, and technology
. 7 Comments Tags: , , , , , , , , , , , , , , , , .

The mash-up world, following the release and enormous publicity of Danger Mouse‘s Grey Album, has erupted. Following the illegal mixing and matching of Jay-Z and The Beatles, artists coming together to mash has blossomed into a full industry. Jay-Z was one of the first to take advantage on a massive scale when he collaborated with Linkin Park for Collision Course. Now both the underground and commercial aspects of mash-ups have grown, and this new sub genre has invited a host of interesting questions regarding rights and distribution where two artists are involved. What makes the questions more interesting is, as in the case of Danger Mouse, when an artist goes out on their own to mash others’ music. But what happens when the remixed music is free, and started out free? Somehow, it seems lately that whenever we write about distribution rights, marketing and new music models, Radiohead is omnipresent. This time, it wasn’t Danger Mouse, and it wasn’t using a collection of songs as heavily protected as the Beatles’ library.

A few months ago, we talked about Radiohead releasing their newest album online in a “pay what you will” format. The discussions have been endless in terms of what this new model means for the record industry. The limits of Radiohead’s generosity were tested recently when AmpLive, who most will know from his amazing work as one half of the Zion I duo out of Oakland, came out with a new mash-up. AmpLive, after listening to In Rainbows, decided that he had to have a crack at re-mixing the tracks and adding hip-hop artists like Charli 2na and Del of Hieroglyphics over Thom Yorke‘s lyrics. He started offering these mixes up under the title Rainydayz Remixes, and sure enough, Radiohead’s major distributer, Warner, sent a cease and desist for unauthorized mixes.

That’s when Radiohead, their take on the music industry and distribution rights, and their sensibilities as musicians stepped in to the discussion. Never one to do what the labels tell them, Radiohead has now sanctioned AmpLive’s remixes, allowing him to distribute them as long as they are free (which was his intention initially), and apparently giving the musician stamp of approval to a mash-up album that carries Radiohead’s distinctive sound while taking the music of the band into previously uncharted hip-hop territory. After four listens through the album last night, there’s little wonder that it got the band’s stamp of approval…it’s phenomenal, unexpected, and a fantastic companion piece to the original.

Clocking in at a sparse 8 tracks and 25 minutes, what Rainydayz lacks in length it makes up for in depth. Following the 30 second intro, the remaining 7 songs are a lush assortment of sounds and moods. “Videotapez” is a slick chop of “Video Tape,” with a solid hip-hop beat and an original Del verse. Amp uses the piano portion of the song as the loop, and Thom Yorke’s scratched lyrics provide the chorus. “Nudez” takes on “Nude,” using the airy vocals of the original and lacing them over a thumping bass line. The song takes on an original chorus and provides a Too Short verse before transitioning into a more laid back beat with Yorke on the fade out.

“Weird Fishes/Arpeggi” gets redone here as “Weird Fishez.” Amp doesn’t repeat the fast paced drums of the original, and the song is all the better for it. The beat rolls along with hand claps and an almost jazzy xylophone type sound with electronic glitches. The use of Yorke on this one is more as accent, as all of the clips are jittery and short. He doesn’t use any extended lyrics from this one, and the clips he does use trail off nicely. Towards the end of the song, Amp goes frenetic with the drums before bringing the beat back. “All I Need” brings a more trippy underground dub feel to the original with nicely interspersed horns. The chorus is brought out in a synthesized loop, and the end result is reminiscent of a Massive Attack song. This song is fantastic as it demonstrates the true versatility of Amp. While the majority of his music is rooted in hip-hop, part of what has made Zion I so successful is his constantly changing and incredibly diverse production. Here he shows that off to great effect.

On “15 Stepz,” Amp starts the song with a heavy electric guitar that leads you to believe we’re going to get a Collision Course-esque mash-up, but then a relaxed and groovy beat comes in and Codany Holiday offers up a soulful interpretation of the original lyrics. Part funk, part lounge, this song is perhaps the best example on the album of Amp weaving together his interpretation with the original material. He slows down the glitch tempo of the original and combines it with a great beat of his own. It’s excellent to hear the Radiohead lyrics re-interpreted here. The style of Radiohead is so unique, and Yorke’s voice so distinct that this soulful take on it comes across wonderfully. Holiday doesn’t get caught up trying to emulate, he merely takes the words and gets down to business

“Reckonerz” starts with the start and stop style found in a few songs on True and Livin’ before bringing in the deep and unmistakable flow of Charli 2na. The chorus is completely original, and the verse is backed by eerie samples from the source material “Reckoner.” 2na blasts through the verse in his signature style, making this perhaps the most radio ready track of the 7. The album finishes with “Faustz” which sounds more like it’s original, “Faust Arp,” than any other track here. Amp keeps the main guitar part virtually intact while looping and scratching the original lyrics on top. The head nodding hip-hop over the top sounds right at home, and the stop and go segment sounds like a DJ swapping drum beats between turntables.

If there’s one downfall to this album it’s that it’s under a half hour long. If there’s two, the second is that AmpLive doesn’t tackle the other songs on the album. “Bodysnatchers,” “House of Cards” and “Jigsaw Falling Into Place,” are neglected here. But these are minor points. The creation of the album, free internet distribution, and subsequent Radiohead backing make this album another step in the journey to a revolutionized music industry, and a triumphant addition to the growing collection of mash-ups.