Maestro Fresh Wes is on a stamp.
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I’ve started learning to make electronic music. It’s kind of a crazy thing for me to take on because I don’t have a background in music. I was the one playing outside while you were taking piano lessons; it was fun at the time, but now I’m trying to learn music theory from scratch.
But I’m not going to whine about my lack of music fluency; I’m just pointing out something I’ve noticed about music software. I won't bore you with the details, but I'll just tell you that to be a bedroom producer, you'll need a piece of software called a Digital Audio Workstation (DAW.)
There's something weird about the DAW market. See, they can get pretty expensive, so the makers of DAWs usually let you try them for a limited time, or have a lesser, free version. So far, these are the ones I've tried out:
And there are many more I haven't tried. A few of the more famous ones:
What I'm getting at is that there are a lot of options. And out of all those, only LMMS and QTractor are not-for-profit open source projects. The rest are by people trying to make money.
This isn't modern capitalism! There should be only two options: the crappy one and the expensive one. Or maybe two nearly identical competitors, but people get really worked up arguing which is better. A bunch of these should have merged together. Some of them bought by big companies who lost interest and discontinued them. Statistically, if you have this large a group of tech companies, at least one would have been bought by Yahoo and mismanaged out of business. And either Google or Microsoft should have started their own competitor and run another half-dozen out of the industry. And what about changing focus? Every time there's a new buzzword in tech, one or two should have announced a pivot to the new paradigm, and now they're in cloud computing, cryptocurrencies, or A.I.
But no, somehow this is the one industry where there are dozens of options: synergies and economies of scale be damned. I'm not sure why. One explanation is that it's a labor of love. Music is a business that's very personal, and everyone wants to do it their way.
Also, the market is at just the right size: there's a fair-sized market available when you consider both the pros and hobbyists. It's enough to keep each of the competitors going, but not enough to attract big companies that will wipe out the competition (save for Apple, which makes Garage Band and Logic, but being exclusive to the Mac, they won't push everyone else out of business.)
There's also a lot of nuances to the industry, where applications have grabbed their own little niche: Pro Tools has established itself as the standard for recording studios, while Ableton Live is the choice for Electronic Music. FL Studio has hip hop, and Logic is the choice of Apple worshippers. Reason is the best for people used to working with traditional electronic music equipment, and Reaper is beloved by the folks who think the best application is the one that can do anything, but in a really complicated way, and thus keep recommending Linux to your grandma.
It's also weird that visual art didn't work out this way. That industry is dominated by Adobe. And yet, you'd think that if any software customers would walk to the beat of their own drum, it would be visual artists. They'd be the ones to ignore the advantages of compatibility to get a product with the right intangibles, or one that's made by a little band of idealists. But no, they've given one giant company a near monopoly. The only ones walking to the beat of their own drum are the ones programming it on a drum machine. Okay, that was pretty corny, and I apologize; I wrote that thing about the artists walking to the beat of their own drum without even meaning to make a joke, and then felt like I had to do something with it, and it all went wrong.
So I don't entirely know why, but this is the one industry where things worked out the way I expected the future to look: Dozens of options, something for everyone.
I've complained more than once about the song "It's Your Thing" by the Isley Brothers being used in commercials. Specifically, that it's been used in commercials for a variety of different products, with each company seemingly oblivious to the fact that it's already been associated with a different brand.
So, imagine if I'd been asked, "What do you think will be the next song to get overused in commercials for multiple brands at the same time? Hint: it's from another group with 'Brothers' in the name."
I would have said, oh, no, not "Unchained Melody!" That's such a classic song that so many people love. It would be such a shame if it became associated with dog food and denture cleaners
But no, it's "Galvanize," by the Chemical Brothers.
It started with a series of Michelin ads, which used the song for its distinctive "dun dun dun" part. That got it recognized enough that stadium DJs started playing it at sporting events. I thought that was a weird enough path for a song to go through pop culture: being revived by a commercial almost twenty years after it was released and getting attention beyond what it originally got. So I thought about remarking on it, but never got around to it.
But then, I hear it again on a Hummer ad. They're using the "Push the button" part to advertise their four-wheel steering. That's a different part of the song, so people may not even realise it's the same song. I suppose that's a way around the problem of over-using songs in ads: each company uses a different part of the song. Maybe that will even have a positive effect on music: You’ll put more effort into the complexity of your songs if you know you can sell different parts to different companies.
Oddly, we still haven’t seen the most obvious use; the song is, after all, named after an industrial process. It just seems natural that eventually we'll hear, "Ziebart reminds you..." (start music) "The time has come to…Galvanize!" (cut music quickly, because Michelin owns the dun dun dun part.)
But I'm also thinking about the demographic implications of this. It was all fun and games when it was another generation's songs getting overused. I could feel cheapened, but I'm trying to look on the bright side: We won the demographic competition (where "we" refers to late Gen-X, early Millennials, or in my case, Mid-Xer who stayed in university too long and thinks he's a borderline Xer-Millennial.) And now our music is being used to sell expensive stuff like high-end tires and SUVs. Yes, I realize it's a fleeting title, since it's only a matter of time before the next music takes over. But we could get a bit of an extension while advertisers struggle to make ads out of emo.
The theme music for Monday Night Football is a cover of “In The Air Tonight” performed by a country star and a rapper.
I don’t know if you’ve heard this, but Taylor Swift is dating Travis Kelce, star tight end for the Kansas City Chiefs. You probably have heard this, because it’s created a perfect storm of American popular culture, combining the hype of football and the ubiquity of pop music. The Yin and Yang of American culture have been suddenly pushed together, and both sides are acting kind of awkward.
As someone who watches football, but shies away from popular music, I’m only seeing part of it. But the football half is pretty embarrassing. On the one hand, a lot of people want to talk about it, but aren’t really sure how, so they just make a lot of bad puns on Swift’s songs. And that got old really fast. I don’t know if something similar is going on in the pop world. Oh God, I just realized, they must be making endless “tight end” jokes. My condolences.
It’s also embarrassing the way the football world is acting like a nerdy kid who gets a chance to sit at the cool kids’ table. That’s a bit surprising, given the grip that football seems to have on American culture. But even football has room to grow, and suddenly getting exposure with a young and female demographic has them seeing dollar signs. So now the NFL is passing notes in class asking if the cool kids have said anything about it.
But more than anything, this incident shows how we, as a society, still haven’t figured out how to handle the current culture. The celebrity industry wants to make this the story of the century, but many of us have got the message that obsessing over people we don't know is a bad idea, even when we are fans of them. The fact is, there isn’t much for any of us to say about two people dating, when we personally don’t know either one. Whether you’re a fan of one or both or neither, there’s not much of a reaction you can have, other than wishing them luck. Again, the football world is demonstrating this well, with football analysts suddenly being asked to say something about the couple, but not really having anything to add, and instead just making the umpteenth "Blank Space" joke.
Part of the problem is that we just don't have universal touchstones in society anymore. There are few things that everyone cares about, but the media keeps excitedly hoping it will find one. Even Swift on her own is a good example of it. Her fame has reached a level where the media is assuming she is a universal obsession. But we don't really have universal obsessions in a world where we're so free to choose our personal culture. The most anyone can hope for is fandom from a dedicated and large minority, like Swift has. (Or, for that matter, football has.) But that still means that most people don't have a strong connection. So although you’ll see some examples of fans crossing over into both cultural worlds — like those who famously flooded retailers with orders for Kelce’s jersey — more people are just aggravated with the expectations to suddenly care about the other side of American culture.
Britain has produced a lot of world-renowned musicians over the years. That often leads people to assume that we (people outside the country) know all the famous British musicians. But no: there are some artists that make it big in the UK but not in the rest of the world.
I’ve always been amused by the fact that the British themselves are kind of oblivious about this. You might see reporters on BBC World breathlessly reporting that Robbie Williams has hinted at a Take That reunion, unaware that much of the world has no idea who that is.
In most cases, the explanation of British-only stars is that there was an American substitute. For instance, Take That were around in the glory days of boy bands, so it’s not too surprising that they couldn’t pry Americans’ attention away from Backstreet Boys and NSYNC. But there are also situations where a British artist’s work just doesn’t translate well to outside audiences.
Which brings us to Blur. Music news sites have been buzzing that they have a new album coming out.
If you’re not familiar with the story, in the Britpop era of the nineties, Blur and Oasis were the two leading bands, sort of like, well, Backstreet Boys and NSYNC. Oasis made it big world-wide — like much of the western world, I still have “Wonderwall” going faintly through my head — while Blur scored a minor hit on the North American alternative charts with. “Girls & Boys.” Then, to make the story even weirder, Blur made a tongue-in-cheek fast rock song — "Song 2," probably better known as the “Woo-Hoo” song — and scored a transcendent, world-wide hit. So now most people around the world think they’re a grunge band, even though their music was largely a reaction to grunge, and this sort of odd band who would have been named, “Seymour” if the record execs hadn’t insisted on something more marketable, will forever be played in stadiums and included on lists of the best Jock-Jams.
If you listen to their music, it’s not hard to see why it didn’t translate outside the UK. It’s rather terribly British. Not British in the commemorative-royal-family-tea-set way, but in the dryly satirizing everyday life sense.
Of course, whenever I see something like this in another country, I naturally ask myself if there is any Canadian equivalent: If there can be a band so British that only the British really “get” it, can there be a band so Canadian that only we “get” it. Of course, we do have that: The Tragically Hip. Which then leads to the shocking revelation: The Tragically Hip is Canada’s answer to Blur? (Okay, The Hip started a few years earlier, so Blur is the U.K.‘s answer to The Tragically Hip, but still, the point is that it’s a weird comparison.) Really, they're bands that take very different styles to their music, with Blur's irony and satire and The Hip's cryptic can-lit and history references. It would be interesting to see someone take Blur's playful approach to life and focus it on Canadian culture. Although, arguably, those different levels of irony are themselves a reflection of the national identities of the respective bands. Okay, now my head hurts.
This leads me to wonder how many other countries are sitting on something like this: a band they love that never made it with the outsiders. Obviously, many countries have a language barrier that keeps local musicians from making it big world-wide. But this phenomenon even keeps some English-speaking performers local, even from countries that have produced world-famous musicians. So I googled, “Australian bands that weren’t popular outside Australia” and found a list of the best Australian bands as voted by Australian musicians. In among the usual suspects, AC/DC, INXS, Midnight Oil, and Crowded House, there was Cold Chisel, whom I had never heard of. They’re described as a "pub band" who leaned in to the wild rock lifestyle of the 70’s-early-80’s and known for wild live shows.
Reading the comments, Australians showed a feeling of nostalgia for their music that seemed reminiscent of The Hip, that they speak to the experience of growing up and living in the country. I guess every country does have that band that couldn’t be exported, even if they vary wildly stylistically.
"I can't believe you hired Darth Farius to do your taxes."
"Well whatever you think of his politics, he's still a good accountant."