T E A M M E M B E R P R O F I L E :
AN INTERVIEW WITH AUDIOMICRO’S A&R MANAGER:
At AudioMicro, we’ve got a commitment to the high quality of music we provide, and our A&R Manager is at the heart of this mission. Meet the man, behind the man, behind the man, Joshua Priest.
– Thanks, Josh, for interviewing with me today. So you are the resident music expert and A&R manager for AudioMicro! How long have you been working with the company?
Answer: I’ve been with the company for four years, and I’ve been managing A&R and the ingest contracts for artists for the past two years.
– Very nice. What’s your background with music?
Answer: Well, I’ve been playing guitar for 14 years. And I’ve always been into music ever since I was a kid. I mean, basically, music has just been a big part of the journey in my life. Because, you know, when you play an instrument, you’re forever learning and struggling with things that you don’t know. Your music within itself is a language, so you’re always kind of learning, every single day. And it’s great. I deal with other people’s music every day as well. I get to kind of get a snapshot of their musical journey as well.
– So it’s almost like music is a teacher in a way. And what’s your background before working in the music industry for AudioMicro?
Answer: I used to work in TV, for G4 TV, which is now defunct, unfortunately, and I also worked for a year with NBC. I started off as a production assistant for about a year and half, then became a producer myself.
– Ok, so you have a background in music and in producing. With that experience under your belt, what are some top things that you’re looking for as far as the quality of the tracks that you’re ingesting for AudioMicro’s library?
Answer: Well I definitely want to listen to how things are mixed. We want to provide top-quality music so mixing is very important.I also want to listen to how the melodies fit into the genre that they’re trying to achieve.
Then I also like to listen to the quality of their plugins. Say with a song that has flute, you can basically tell when they have a really good plugin because you can’t tell the difference between a real flute and a really good plugin of the flute.
Sometimes I hear a film score, and I can’t tell if the artist recorded an orchestra or just on his computer doing this? Either way, it doesn’t matter because it sounds amazing.
I can hear their level of professionalism and effort within the first 30 seconds.
And then there’s timing. Sometimes people will upload tracks, and you can just hear that the drums are off, or the rhythm guitar is going at a certain beat per minute. But then, the lead guitar is playing way too quick, or way too slow compared to it. And you can tell that it’s not something that they’re actually trying to achieve.
And, one more thing I’d like to add. When you listen to someone’s music, if you can close your eyes, and you can see the song that they’re making being used in some sort of production, like I can see this being in a movie, or I can see this being the background of a blog on YouTube or something like that, then you know that you’ve got something good.
– So the way that it’s mixed, the melody fitting the genre, the quality of the sounds and plugins, and the timing, those are some of the things that you look for when you’re rating. And, because of your background and TV and music, you need to imagine where it could be used, and it may need to evoke some emotion in you?
Answer: Yeah. Actually, I won’t lie. There’ve been a few times I’ve uploaded contracts to AudioMicro and I was going through a new artist’s music that were just very sad songs. And I felt a very strong reaction, my heartstrings were getting pulled, and I was like, “Oh, I better stop listening to this. I don’t want to start crying at my desk!”
Some of these artists they are really good at what they do. And if I can listen to music and feel emotional, that’s a winner right there.
– I think a lot of video production is telling a story; and that could be a happy story or a sad story, or many times to inspire, right? Especially motivational videos on YouTube, they’re definitely telling a story, but also evoking some positive, motivational, or inspirational feelings, right?
Answer: You’re absolutely right, because when it comes down to it at the end of the day, if you have a video with audio, the audio is 50% of your video’s impact. If you have a video with audio that doesn’t match what you’re watching, it takes you out of the experience- 100%. But if you have audio that matches what you’re watching, it can make the impact of the video 100 times better.
– It’s almost as if the measure of a well produced movie or video is that when you’re so involved in the story, that you don’t even notice the music, because it just corresponds so well, it all goes together.
Answer: Yeah, that’s what we hope for at AudioMicro. Content creators for YouTube, production film houses, or for people that do podcasts. We’re here to help provide music to compliment your visual aspect to make your production the best it can be. To Complement and Enhance your project.
– Do you ever get requests to help people find music or suggest music for their production?
Answer: Yes, I’m always more than happy to help our customers if they need assistance. They can just write in to us with info like, “Hey, we’re doing like a little podcast about history and science, that we kind of want something that’s mellow acoustic.” I’ll point them in the right direction or put together 5 or 10 tracks of things that I think they might like.
– It’s great to know you all are there to help! So, what’s something about AudioMicro that people probably don’t know.
Answer: It’s a really great working environment at AudioMicro – We all have each other’s backs. We’re all very chill & casual with each other- I could go talk to my supervisor or CEO and could talk about work or I could talk about something personal. When you have a work environment where everyone meshes together so well, the productivity and the company morale becomes so high that it feels like the sky’s the limit.
We also have a room that is dedicated to chilling and taking a break. We have an acoustic bass, a piano, bean bags and couches, and a PlayStation 4 for people want to play video games. Throughout all hours of the day, you can hear someone in there either banging on the piano, plucking on a guitar, or playing a video game.
I think that is the best way to blow off some steam and clear your head, like if you’re working on something and you kind of hit a brick wall. You can go in there for 10 or 15 minutes, noodle around on the guitar to get some creative juices flowing, and then before you know it, you might be in the middle of playing a song and you go, “Oh, I got it!” And go back to what you were working on.
– That’s perfect, because they say human beings can only focus efficiently for so long, and then they actually need to take a break and shift into something else. So last question Joshua, what kind of music are you into right now?
Answer: Right now I’ve really been into Lo Fi Hip Hop to work to. It’s kind of jazzy, there are a lot of samples from old jazz musicians and they tweak them to create some interesting sounds, and then I’m also really into classical rock and bands I grew up with like the Beatles, the Grateful Dead, Pink Floyd .
And also, I normally don’t tell people this, but I have a guilty pleasure… I like to listen to Korean Pop Music or K Pop. My best friend from elementary and middle school was Korean so I’d always be at his house and that’s what him and his sister listened to all the time. So I learned about it back in 1997 and have been listening to it off and on for a long time, but more recently I’ve kind of gotten back into it.
I’m really digging this girl group called Black Pink. They’ve been around for a couple of years but recently put out a new album and their sound is pretty different.. It’s like Korean girl rap trap music. Here’s the link to my favorite video.
Awesome Joshua, thanks for your time!
T O D A Y ‘S T A K E A W A Y S
Takeaway 1: Joshua’s A&R rating is based on track mixing, the melody fitting the genre, the quality of the sounds and plugins, the timing, and if the sounds help to evoke emotion or could help tell a story.
Takeaway 2: It’s essential to find background or production music that matches your creative project in order to complement and enhance its impact!
Takeaway 3: Joshua and the team at AudioMicro are there to help if you need assistance in finding the right sounds for your production project. Just write in Here.
Takeaway 4: AudioMicro promotes a work environment that is friendly, supportive, and honors their employees need to express creativity and take breaks!
Takeaway 5: Joshua secretly loves K-Pop! 😉