Raw talent first performance

I’ve been representing Nayvia for some months now. She’s a talented girl that never took any sort of voice education but still can do what you can see in the video of this post.

It’s a very special and satisfactory challenge that actually demands more patience than it usually needs. It’s special because you’re building an artist from scratch, you’re trying to let the new talent learn a ton of new things, learn how to communicate with musicians that actually have been in the business for a while. It’s a constant struggle with simple but huge insecurities and interests.

It’s satisfactory, because every step Nayvia takes, don’t matter how big it is, it feels like it’s being a huge one. Jon O’Hara and myself are always having our jaw dropped when we hear her during rehearsal. Every time she sings I can see how she gets more and more convinced that maybe her voice it’s her biggest asset, I can see her dancing while practicing her song and having a dumb smile that she can not contain.

Jon O’Hara, just finished Nayvia’s first song, they have been rehearsing and working on its details. In less than a month they will be recording it in a professional studio with some professional artist and professional sound engineers. I’m not sure if she realizes how big is this recording going to be. Jon and myself are convincing some artists from Berklee to get involved in this project and we are getting good response so this dream is about to come true.

Next step it’s making a photo shoot to Nayvia so hopefully next time you read something from me, you’ll see a beautiful picture of her in the post.

New Zealand #2

36 weeks in the US Billboard’s Hot 100, Top 10 in Portugal and Israel, #1 in Canada, Australia Ireland, South Africa,Austria and of course in New Zealand. The band  OMC  released in December 1995 single “How Bizarre” with the song with the same name and made a big “boom” in the music industry of their Country.

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That’s a small history with the big impact that this country had in the music, of course there are much more but this ones interested me the most. An other thing is that they also have their own Music Award since 1965, this award show is presented by Record New Zealand is a non-profit trade association of record producers, distributors and artists recording who sell music in New Zealand. (http://www.nzmusicawards.co.nz/).

There is also a big campaign that started in 2001  called About New Zealand music Month this showcased on radio and television and in live performances, this happens each may. This has helped music on commercial radio stations to increased dramatically from around 10% in 2000 to nearly 23% in 2005. The amount of New Zealand music sold had also grown, from 5.45% of the total market in 2000 to over 10% by 2004. Us you can read NZ has a big industry and they make it happen. Here is a link so you can find 31 one different stories about NZ music.

http://www.nzhistory.net.nz/culture/love-new-zealand-music

http://www.nzmusicmonth.co.nz/what-is-nz-music-month/

“The Vision of the Music Commission is a successful music industry in New Zealand.”

Music Commission

Mercaaadoooona, Mercadoona !!!

 

Falla

While Fallas were starting to leave their first marks around the city, I got sick and had to drive back home for a couple of weeks. At first – having already gone through the once in a lifetime Fallas experience – it seemed like a good idea. But after dealing with the 293648327461 million photos shared by the whole school, I would have really enjoyed the experience surrounded by non spanish students!

Once arrived in Valencia, I had loads of catching up to do, which again seemed ok after boring Madrid (being sick!). So even though I wasn’t fully recovered, I decided to offer myself and buy what Disrupción Records needed for our name reveal event. We didn’t want it to be huge, as we still have other ideas coming, but we were all excited and – many of us – in need of tangible progress. So up I went to see Nerea and ask for the budget that Student Affairs had kindly given us, and after a really intense couple of days, speeded into a Mercadona at peak-hour and sale time. And there it was: Mercadooooona, Mercadoo-oh-na! I was back in Valencia.

 

I spent half of the budget we had on some tortillas and different drinks and snacks, so Disrupción Records could offer something to everyone who was interested enough to come and spend some time with us. We tried to create some expectation by printing posters with the logo, date and time of the reveal, but no other information. DJ KTunes kindly played and helped create a good atmosphere while everyone surrounded the table with food, as it was 13,30. The name of the new born label was revealed and the event was a good way to start engaging with the Berklee College of Music’s Valencia Campus students. The music went on for a while, although I didn’t get to see the end of it, for I got dizzy and had to be walked home! 😦

This is a good video that summarises how the small event went.

The next weeks are going to be really important for the Marketing Team, as we need to gather a lot of information from the artists and through the A&R team, meaning communication must be efficient for everyone to be able to deliver results on time. Electronic Press Kits have to be arrange for every artist, as well as a strong social media strategy to build an audience not only inside our Berklee bubble, but also at a local level.

 

Back to the “oldies*” !

newspapers

And so it seams I’m back to the oldies, my not-so-fan-of old Journalism!!! 🙂

So after readapting to our new structure at Disrupción Records, I was somehow back into trying to write interesting stuff, information worth reading but having in mind possible keywords in the content, as well as our beloved links.

LoisLaneI spent 5 years in Madrid -fortunately one of them back in Rome!- studying a double degree in Journalism and Audiovisual Communication. Five years. I do like journalism and on top of it, good journalists. People like Ryszard Kapuscinski have definitely been an inspiration at many different levels, but the degree -at least at my University- was a bit disappointing.

I’m sure that this fact influenced my decision to try and head for a slightly different path and walk away from my journalist days, but many years later it seams like I’m back to the 5 W’s and the inverted pyramid.

At Disrupción Records, we’ve started to dig into the communication strategy we’re going to follow, and the first steps are writing one short press release about the launch of the label, another one about the launch / showcase event, and a longer one with information about our four artists. As well as this, we’re planning and gathering all the information in order to have electronic press kits ready for every artist, including photos and videos.

So I was in charge of drafting possible press releases, which will be shaped further on as more details – such as our website – are ready. My first move was to grab a piece of paper and a pencil, to start brainstorming… And the first thing that came to my head was obviously the inverted pyramid and the 5 W’s:

  • Who is it about?
  • What happened?
  • Where did it take place?
  • When did it take place?
  • Why did it happen?

The only problem I had was actually finding the words in spanish, for I don’t frequently write in spanish anymore… which hasJournalism is

motivated me to start carrying my little notebook around once again! After dealing with the headline (remember: <10 words / <70 characters), the well known lead or opening paragraph, and the body, I did some research on potential communication agencies that might be a good solution to distribute all our content to the media, and reach a broader audience. This was also useful as I was able to update myself on the situation of these platforms nowadays.

The marketing team at Disrupción Records has also been working on finding and starting negotiations with potential venues for the launch event / gala we would like to do at the end of the semester.

brandjournalismThe website is still in the oven.. whereas the social media is already growing step by step! And regarding our estimated expenses, these are still being “estimated” in a very responsible way 😉

 

 

 

 

 

 

As always in Berklee College of Music’s Valencia Campus, weeks go by too quickly. This means we’ve got plenty of work to do and not that much time left. But it is always nice to go back in time, it helps you not forget what you’ve already learnt!

As always, I’ll close up with a related song ! ! !

Bob Ruzicka “Golden Oldie”

*Oldies: Radio format that concentrates on music from a period of about 15 to 55 years before the present day.

Album Review Of The Week – Animals As Leaders – The Joy of Motion

This week has been particularly exciting. As I recover from my yearly spring/early summer cold, as my system realises that the ‘Fallas’ have actually eaten away chunks of my higher auditory spectrum (16kHz-20kHz), as school kicks back into gear, and as we launch Berklee Valencia’s very own Record Label named Disrupcíon Records, one of my most cherished artist/band releases their third opus through Sumerian Records.

Animals As Leaders and their third release named The Joy of Motion is an ode to the greatest of all lost arts (I don’t mean Lower Defintion’s amazing album, I’m talking about Music), and full of maturity and humility (at times) Tosin Abasi, along with Javier Reyes and new addition Matt Garstka have put together a truly immersive experience.

With phrases, chord changes or cadences that echo some from the previous releases, one can recognise the Tosin Abasi songwriting and find himself at home. But you’ll find tunes off this record mirroring some of Javier’s personal stuff (Mestis, EP: Basal Ganglia). A few solos on the record also let me wonder whether there were any guest players at any point. Track number 3, Air Chrysalis echoes Intervals’ Epiphany, and track 12 (the closer) ‘Nephele’ sounds strangely similar to a Vai-Petrucci progeny. Mystery to be solved…

Overall musically the album is very strong, and so is my wording to describe it, I realise that… Garstka’s involvement and participation in the writing definitely shines through a lot more on this release and it does it a tremendous amount of good. That classic AAL quarter-note pulse is still present, but less important. When straight feels good, straight is played, no unnecessary polyrhythmic aberrations and convolutedness.

I must also admit that I’m super thrilled and amazed that they collaborated with Adam ‘Nolly’ Getgood for the production of this opus. Adam is THE guy when it comes to producing this type of music, hands down, no questions asked. Forget Joey Sturgis, he is just good. Nolly is the exegesis of a mix that packs a punch. And for the guys in AAL to realise that, then get him on-board is the best move that could have been made. Allegedly it mustn’t have been a huge stretch of the mind since Misha Mansoor plays alongside Nolly, but anyway… I’m glad for both posses involved, it is in their best common interest, not something that you see done a lot in the music industry these days (cf. The Prisoner’s Dilemma, Economics 101, Somewhere along the course of every Economics syllabus), and the production is just MASSIVE, mate!

The album came out on the 25th of March, so two days prior to this post. The ’single’ (I guess you could call it that), Tooth and Claw had been out for a little bit of time before that, and it was just the perfect song to release to build a hype and amp things up. I’ve already rinsed the life out of it. It was available for stream on YouTube, however I’ve never been a fan of pre-release streams for music that has value. I get that it would make sense if you’re anticipating a specific single featuring two of your favourite artists, but here it’s the whole artefact that is important. So I waited patiently while all my friends were posting about it on what has become the most important book to all of us these days, got it on Spotify, and am heartlessly taking away what could’ve been a full 7,99$ from this band that I hold so dear…

A few tunes to look out for on this album/my personal favourites so far:

Ka$cade
Tooth and Claw
Para Mexer (8 nylon-stringèd bonanza, it’s got Javier Reyes/Mestis written all over it)
The Woven Web (Slappin’ that bass mon’)
Mind-Spun (Just a power tune, simply put)

If you want to have a listen, head over to Spotify and punch this URL in: spotify:album:6amcjpW1tFWbKniDMn9CE4

heck, even purchase it on iTunes: http://smarturl.it/thejoyofmotionitunes

or have a gander on the YouTube: https://www.youtube.com/watch?v=lbA3jxab4A0&list=PLH22-xSMERQpG4M9HshhXUJ9OKMNlwU8T

 

As for myself, I’ll probably be getting the Vinyl, transparent Red sounds like it looks sexy. DJ kTunes said it first, they’re making a come-back.

 

Animals As Leaders – The Joy of Motion – The Woven Web

THE RECORD LABEL OF BERKLEE IN VALENCIA is becoming a reality!

 

The Record Label of Berklee College of Music Campus Valencia is finally becoming a reality. The students involved in this venture are just waiting for the approval from the Dean and the school’s Board of Directors to have the Berklee name on the label. This is, indeed, very exciting for our community.

I am grateful for the opportunity of being at Berklee while this happens. Since I arrived here I have been witness to the amazing talent of the Berklee students. After a tough pre-selection process, the final ten singers and songwriters were interviewed last Friday. It was really hard to get a favorite one and to choose the students that will record the first records for the new brand label. I cannot reveal the names of the projects yet, but I can say that they are so talented that I’m sure many people will enjoy their music in the future.

Here you can here some of the talented and great music of the Berklee Valencia students:

https://soundcloud.com/groups/music-business-practicum

 

As part of the marketing team we are truly thrilled of working in the creation of the logo and all the social media strategy. By the end of this week we are presenting the different options we chose as and ideas for the logo, colors, typography and everything related to the institutional image of our label. We also will announce that the record label is already set in the most important social networks. We are developing accounts in gmail, youtube, facebook, twitter, instagram, soundcloud among others.

 

What is next?

 

The students of the record label practicum were divided in two teams. Each team have A&R, Legal and Marketing groups that will develop the different strategies for each of the music projects. We have some proposals about how to release the music, one of which is to produce an EP for each artist and then a compilation of all of the projects.  Wouldn’t it be a cool idea to have the compilation released in vinyl?  Let´s see how things flow. What is true, is that this venture will open great opportunities both for those people doing music and for those of us learning about how to get their music out there!

 

Adaptation !!!

It is always hard to build any project from scratch, and trying to do it with absolutely no hierarchy makes it even more challenging. My previous experience leading a multinational team spread around the world, made me realize the crucial role communication has between human beings in a group, as well as how important it is to have a pre-established structure with clear roles defined. Changing from that to a student managed label was definitely a shock: we are not in the real world and our objectives obviously do not match those of real life. We are still in an academic environment in which the first outcome must be learning, learning as much as possible. It has definitely been a bit hard for me to adapt, as maybe I was looking for a different experience due to my background. Once your mentality changes, it is much easier to start working and actually expect results.

As far as today’s meeting goes, I believe we reassured the way in which we all felt comfortable managing our side of the label. We decided that in order to achieve the most of this exercise, it might be better not to divide the team in departments, as we should all aim to learn the most in every area we attack. So today has hopefully put our record label in motion. The team also discussed the first issues regarding the general dissatisfaction concerning the label’s name, as well as trying to structure and coordinate methods of communication and tasks due for next week. We also established the mission statement behind the label.

Let’s keep on working!