Easily the foremost model of the importance of brand identity for musicians is Daft Punk. Since their inception in the early 90’s they have forged a gargantuan visual and audible brand identity which has made them one of the most identifiable groups in music. It’s quiet astonishing that what started as a couple of underground house music producers have now been commissioned to produce the original motion picture soundtrack for the up and coming Disney TRON Legacy. Such is the strength of the brand they have created.
Guy-Manuesl de Homem-Christo and Thomas Bangalter had their ideas nailed down from the start, combining innovative electronic music with the allure of the sci-fi robotic helmets used to conceal their identity and add to their mystique. The visual masterpiece they have been painting over almost two decades is equally matched by their ground-breaking music – it’s a perfect marriage of aesthetics and authenticity. Their legendary Alive Tour incorporated a spectacular light and laser show and was voted by SPIN magazine as tour of the year, in 2007 they directed their own art-house film debut “Daft Punk’s Electroma” and now they have produced the soundtrack to what is likely to be one of the biggest films of 2010.
The TRON Legacy official motion picture soundtrack will be available to buy from November 22nd 2010.
I’ve been compelled to write this blog post after recently watching the Christopher Nolan movie Inception. Without digressing too far into the role of movie critic, I’ll simply say I really enjoyed the film and it garnered up the same feeling I had when I first saw the Matrix, this kind of adventure sci-fi oozes authenticity and for the duration of the picture has your inner child believing that what you’re seeing is not outside of the realms of possibility.
Inception is basically a film about intellectual property theft and the characters within the film are highly skilled thieves who move within victims dreams and extract valuable secrets. As an act of redemption in the film the lead character is required to carry out a procedure of planting an idea in the mind of a victim. Such was the height of my engagement with the film; its ideas and themes impregnated my mind and kicked about their tentacles like an over-active octopus foetus. I began to question the basic notion of an ‘idea’ and what it even means. Is there ever an original idea? A virgin thought free from the effect of external factors or previous experience. Then I realised what a pompous, self-indulgent bunch of philosophical tosh to which I was lending valuable time and decided to think again.
In order to remain optimistic and refrain from the belief that it’s impossible to create something original I’ve attempted to relate this theory more pertinently to something I know and love. Growing up as a fan of Hip Hop music, I’ve learned to respect and appreciate the art displayed by the mother-genre of copyright criminals. This art is of course sampling. So what is sampling?
According to the Oxford English Dictionary: Sample
record or extract (a small piece of music or sound) digitally for reuse as part of a composition or song:riffs sampled from other musicians (as noun sampling) *sampling is bringing older music to younger ears
In the case of Hip Hop it’s taking an old record and making it into a new record. Using other people’s ideas and adapting them with tools of modern technology into an innovative piece of art. Obviously there are different levels application and skill involved, some can be as blatant as taking the whole track, others can be intricate parts of a song chopped up and re-arranged to make a whole new melody, added to an original drum sequence with effects and the original specimen can be unnoticeable.
In the early days of hip hop, records were cut and pasted together in live DJ sets at parties and Grandmaster Flash was one innovator of this technique. The Adventures of Grandmaster Flash on the Wheels of Steel (1981) is basically a recording of a Flash cutting and scratching several old records.
Before the age of dedicated samplers and computers, musicians would still ‘appropriate’ elements of other musicians. The Beatles were one of the originators of the art of sampling. In the early 60’s many artists we’re cutting up and manipulating copyrighted recordings with tape recorders. The Beatles adopted a technique pioneered by William S. Burroughs in which he would record radio broadcasts and dub over certain parts at random, stuttering and distorting the original recording. This technique is evident on Beatles songs Yellow Submarine, Revolution 9 and I Am The Walrus.
In Hip Hop, sampling soon became an art-form of its own and the sampler became an instrument that was to be learned and mastered the same as any other. The weapon of choice that would become most popular was the Akai MPC in particular the MPC60 in the late 80’s and the MPC2000 in the 90’s. This machine combined both elements of a sampler and sequencer meaning that sounds could be recorded into it and then edited and arranged live into a recorded sequence. The 16 large grey pads on the right hand side allowed particular samples to be played individually; therefore the pads could be played like a musical instrument opening up new worlds of creative possibility.
From artists like 2 Live Crew crudely sampling Joy Orbison’s Pretty Woman to Aussie electronic band The Avalanches who’s critically acclaimed album ‘Since I left You’ comprised of around 3,500 vinyl samples, the impact of the phenomena of sampling has been colossal. The ability to record and archive sound has made it possible to stock-pile ideas.
Here’s a few of my favourite tracks containing samples and their originals…
Wu Tang Clan – C.R.E.A.M (1993) Samples: The Charmels – As Long As I’ve Got You (1967)
Biz Markie – Just a Friend (1989) Samples: Freddie Scott – (You) Got What I Need
Kanye West has just recently revived this Freddie Scott sample with this…
*sampling is bringing older music to younger ears
*I like this bit of the dictionary definition especiallly. The power of the dictionary! This simple act of bringing older music to younger ears the single most important part of sampling for me, it suggests a power to educate in music and for this we will all benefit. Artforms of decades gone by can be re-born in a modern context, keeping the spirit of older genres alive. This promotes listener participation and those that actively seek the origin of samples within some of their favourite songs will widen their breadth of musical knowledge and have endless fun doing so.
One of my favourite websites at the moment is Who Sampled. They’re building a comprehensive user generated database of songs and the samples they have used. This is an excellent first stop when digging through the sample archives and a fantastic tool for discovering music.
I was out last night with a group of friends for a couple of after work drinks, one of them bought along an old school friend of his… As soon as he entered the pub and was introduced he just went on and on about himself, what he did at work, and basically how brilliant he was, when any of use went to contribute to the conversation he simply talked over us… To say the experience was unpleasant was an understatement… The guy just went on and on, you get the picture…
What I am trying to get at it is this sort of behaviour is not accepted in the ‘real’ world and this applies to the ‘online’ world also…
If you are a brand and you enter the social media space and constantly bang on about your products and services you are going to annoy lots of people… Had the afore mentioned person engaged us with witty banter, his views on the state of the music industry or simply listened to what we had to say then I am sure he would have been invited back to our after work, chew the fat sessions…
So remember, engage and entertain when you enter the online social media / network space and you will have friends, fans and followers for life…
Rant over…
*BTW the photo is not me, my angry face is just to ugly for your eyes!