Tuesday, 26 February 2013

Super Music Producers : End Of The Golden Era

By Helena Joyce


At the start of the 2000's, the music business, principally the communities of hiphop and rnb, resulted in the surfacing of what we call the "super music producers", accounting for leaders: Dr. Dre, Timbaland, Rodney Jerkins or even The Neptunes.

What is a "super producer"? Well, the best definition of their difference with a "simple" producer would take the example of what we call a "supermodel" in fashion, just like Cindy Crawford, Claudia Schiffer or Naomi Campbell. You know these popular fashion models as well as everyone else and you can see them on each of the catwalks. Basically: safe values.

This was the same in the music sector: there were "big" producers, risk free, that led completely the projects and were wanted by the most well recognized singers and also rappers. This was always less hazardous for records company to get a popular music producer rather than a newcomer. The well known producer presented a numerous of winning singles, in theory. For the simple reason that at that time regularly big producers sold cd.

But, the music industry, since the start of the decade totally changed. To start with, many people don't actually buy disc any more.

Which means the record labels give a lot less money for a project. And without a doubt, record labels are not willing to invest between $ 100 000 to $ 300 000 for just one single beat, as was the condition during the golden time of music producers. The discs not sell and world-wide-web starts to develop. To surmount illegal downloading of their artists, record companies develop or align with with statutory download tools and just try to enforce their visibility in this internet place, which has been getting away their control for way too long.

But the rise up of the web has also has permitted the growth of numerous unknown producers as good as, if not as good as, "Super Producers".

All of these producers have focused on the improvement of the Web, that has aided those to sell their beats online. That allows them to connect and work with artists on any local scale as well as an international one. A producer from Sweden can now sell beats to singers in Japan. It certainly is now less difficult for them to gain a pretty good credibility with a career. For the artists, this makes a large difference! They can buy beats online in their own home for their album, EP or perhaps mixtape for good prices; definitely not those practiced by the "super producers".

Record labels pay a special attention to this brand new business. They buy beats online as well. And most recently we are able to observe that a few of these web producers receive hired by majors.

The golden time period of super producers just like the epoch of super mannequin disappears bit by bit, allowing way to this modern market driven by producers who, quite often, have next to nothing to envy to the "super producers".




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