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The
Lost Art of Artist Development
by
David Polemeni
Back to The
Academy
It's an all too familiar scenario. I open the mail to find a professional looking,
five color printed CD with lyrics and clever artwork. It looks like product from
a major label. I peel off the shrink wrap and put it on. The same problems are
there over and over again; mediocre songwriting, inconsistent music
style, middle of the road musicianship and production. I think about all the
money the artist just spent on recording, packaging and mailing their music to
an industry that will not spend the time to evaluate their strengths and
weaknesses.
The new A&R does not want to deal
with potential. They need to find what is selling elsewhere and grab market
share. Okay, if you’re a singer on American Idol with millions of fans already
they will take the time to find you great songs and a great producer but that’s
because you come to them with a fan base. So much of A&R today is reading
soundscans instead of developing talent. A band sells a few thousand records in
the southeast states and the A&R man jumps on a plane. This sends the wrong
signal to artists and even shuts down artists who just sing and don’t have the
ability to create a following.
In the late 1960’s and 70’s artists were
allowed time to experiment and try new things which helped them find their
voice! This is what sustains them to this day. Their music spoke truthfully to
their generation who still remain loyal decades later. Bruce Springsteen’s first
two folk influenced records sold poorly and he was told to make a rock album.
His third record was “Born To Run” which launched him. If he was not given the
chance to develop he would have never made that masterpiece that connected with
a generation. Today the artist has to walk in with the masterpiece and so the
importance of development before you present to the industry is even more
crucial.
The launch of MTV put an emphasis on
image in the new visual medium. At one point you could have mixed and matched
most of the hair bands as they looked and sounded the same. Who survived?
Prince. Why? Great songs, sound and his own image! Next came grunge and who
survived? Dave Matthews. Why? Same reason as Prince. Dave Matthews developed his
sound and audience for years on the road. He is the only new act from his era
that sells out arenas.
Now comes the freedom of music on the
internet which is a blessing and a curse. Rushing a website and a CD release is
not going to build your career. If anything it will hurt you because so many
people can now see and hear you online. The competition is not so much the
talent itself, but the amount of music occupying the marketplace. Believe me the
labels will listen to your Mp3 and move right on to the next band site. That was
your chance and you weren’t the best you could be.
I worked with a new artist named Damon
Castillo. Before we made our presentation demo we recorded dozens of songs
inexpensively in a home studio. We narrowed down five songs that fit his image
and what he wanted to say lyrically and musically. We selected the right
musicians who understood his music and could make it better. It was now time to
spend money and make the right records. That demo got him signed to Warner
Chappell Music Publishing. He has successfully entered the industry and is being
presented to record companies.
Brothers Aaron and Leon Cormack have a
vocal sound that can only be described as a genetic miracle. They can sing
almost any style of music and sound great. This is the problem we encountered
and have experimented with rock and adult contemporary recordings searching for
the true sound. They are co-writing songs and taking chances to see what feels
right. In time what you really are shines through and then you recognize it and
make it the best it can be. In Cormacks’ case we even recorded hit songs from
the past to help us find our way. They recorded the Thunderclap Newman hit
“Something in the Air” and that recording is currently playing on HBO in its
entirety advertising HBO’s Emmy Awards and new feature films. This is a case of
development paying off and getting some exposure for the unknown artist. Now,
there is new interest in Cormack but the development continues.
As an artist, singer or songwriter you
must find people who you respect to bounce ideas off. Don’t take your word as
the final word. You cannot grow that way. Attend ASCAP, BMI & SESAC
seminars. Become aware of the talent pool that is out there that can make you
better. Call music publishers! Some won’t send you any songs and some will. Find
the best songs or write with people until you write the best songs. Find
websites for Music Producers and listen to their productions. Producers are
doing most of the development these days. If you like their work, pay them and
take your music with you! Study the past!!!! Know everything about the music
style you want to make. Listen to the singers and their vocal inflections and
how they feel certain words. Pay attention to their phrasing. Roll all of these
influences into your new vision. Do you see Jimi Hendrix and Sly & the
Family Stone in Prince? How about Bob Dylan, Van Morrison and Credence
Clearwater Revival in Bruce Springsteen? Learn who your market is. Who do you
sing to? This is how you develop yourself. If you understand who you are you
will be able to recognize the outside person that can help you co-create.
Best of luck- David Polemeni
-
David Polemeni is a music producer and personal manager. He specialize in
developing new talent as well as re-recording veteran artists through his
company dpmusicproductions.com.
He can be reached at 201-261-0407 or email at davidpolemeni@msn.com
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