One of the most significant updates in 2.0 is the new drum synth. This allows you to sculpt synthesized drum sounds into shape to suit your music.
Nothing that’s particularly 2.0 about this one but it’s a nice demonstration of the live possibilities of Maschine.
Maschine gets a serious upgrade from Native Instruments with new version 2.0. This video takes a swift look through some of the new features.
I was originally supposed to be doing some videos for Point Blank about Maschine Studio and 2.0 so i signed an NDA and NI sent me a unit to learn. I had tons of fun with the unit but just didn’t have enough time to prep and on the day, technical issues (a lamp blew amongst other things) meant that it didn’t go as planned. This video is a collection of phone footage testing stuff out before I had to give the unit back.
It’s taken a while but the majority of the metadata is done (thanks to Simone Beedle) and my music is up on Spotify to stream. This is a playlist of my 90s influenced dubs. I’ve been making this sound for years and it’s a major part of my musical DNA. I’m incredibly proud of this lot so please enjoy and spread the word.
Yesterday was interesting. I got an email from @bluenote records informing me of the new @robertglasper album. Now some of you know I’m a huge fan, especially his trio stuff – I listen to him almost every day and he makes everything right in the world. So this email didn’t need to say anything else to me but the fact that the album was available to make me respond.
It’s not on Spotify
My first instinct was to fire up Spotify and add the album as a new playlist in my RG folder. I searched and couldn’t find it, DAMN! Then I thought, what about iTunes? I love this man’s work so much, why don’t I directly fire some money his way (via the label of course) for a change . You see I’ve ended up a consumer of music more so than a purchaser – spotify is my music library.
You know what, buying the music made me feel better about the album, I felt closer to the music; listening in more detail, making more of an effort to experience the journey. I felt happier that I’d supported the project with a purchase and not just streams.
Capturing that initial ‘love’ for the music
iTunes Radio is a very interesting prospect. Why? Firstly it’s streaming a large catalogue of music and could be a good source of discovery if they have the playlist curation locked down. Secondly it’s offering a simple mechanism to convert that stream and initial burst of enthusiasm for a track into a purchase. It’s all about capturing that love in the honeymoon phase as over time that enthusiasm will pass. In the early stages I will be happy to sacrifice my phone storage for the album that I’ve downloaded but after a few months I might need to turn back to streaming and this is where spotify will still be useful for me.
An album strategy for labels?
Given my experience above I’d suggest if you release an album to put it up exclusively in the first two weeks on download stores only. Capture that initial willingness to pay and capitalise in it. After this window put it up for streaming. Research shows that streaming can bring healthy sustained activity for older product so this approach makes sense to me. Let me know what you think in the comments.
A different approach for underground singles
Here I’d recommend getting your music onto Spotify straight away. This is a great monetised approach to promoting the release to a wider audience. For the moment DJs need files to play in the club so they will still need to purchase the release – you have nothing to lose in this scenario (until streaming DJs become a reality!)