Power Field Studio

Power Field Studio

terça-feira, 4 de julho de 2017

Os Bastidores Dos Sons Incríveis De ‘BATTLEFIELD 1’

BEHIND THE INCREDIBLE SOUND OF ‘BATTLEFIELD 1’

First of all thanks to  Asbjoern Andersen in Game audio for this article.

 
Battlefield 1 is, amazingly, the fifteenth installment of EA DICE’s successful Battlefield franchise. As the franchise has grown, so has the complexity of the game sound. Each release expands on the accomplishments of the one before it. Battlefield 1’s sound features an impressive collection of weapons, a wide assortment of transportation options from horses to armored trains, and variable weather events. Battlefield 1 even offers Dolby Atmos playback for PC gamers.
Orchestrating this epic audio undertaking is Bence Pajor, the audio director on Battlefield 1. He’s joined by Lead Sound Designers Andreas Almström and Mari Saastamoinen Minto. And because it really does take an army to make a AAA war game of this caliber, the DICE sound team was also supported by outside studios like Pole Position Production, and other contracted game audio pros, such as the team at Criterion Games in the UK. Here, Pajor, Almström, and Minto discuss just what it took to create the complex, realistic, and emotive sound of Battlefield 1.
 

The official gameplay trailer for Battlefield 1

Looking back at such a long-running franchise as the Battlefield series, what have been some of the major milestones in terms of sound? And what were some of the most important lessons learned from the past games in the series that you could use for BF1?
Bence Pajor (BP) – The leap from mono to stereo. The first huge step was moving away from the Battlefield 2 and Battlefield 2142 game engine, where all sounds were mono except for the first-person weapon sounds. For Battlefield: Bad Company in the Frostbite engine where we started using stereo sounds for all bigger and energetic events like weapons and explosions. Stereo feels so real because most of us have two ears and our brain is used to real stereo.
We also wanted to have a much more dynamic mix. We wanted it to feel more like film or reality where loudness and energy of sounds have a perceived effect on other sounds. We wanted to make better use of the fairly small dynamic range a couple of speakers offer when portraying an extremely dynamic event like war – ranging from a falling leaf to an atomic bomb. The big problem being, how can you make the sound of the leaf quiet enough to still make the sound of the bomb feel hugely loud, while still being able to enjoy the calm sound of a falling leaf?
We were really keen to play fewer sounds simultaneously than before, making the mix clearer. Since we were making a war game, loudness was the most obvious parameter to choose.
So a loud sound is going to affect the amplitude of a quieter sound, making it quieter there by allowing a bigger difference in amplitude between the two sounds. The effect is that you perceive the sound we have chosen to be the louder one as even louder than the actual wave form is. This way the sound of an explosion can completely cancel the sound of let’s say a tree falling over. One sound instead of two. Or even one sound instead of twenty in a given moment. Basically, more clarity in the mix.
Another big leap for us was when our technology allowed us to crossfade between different content depending on distance. Before, we had modeled the distance to a sound with filters. Now we can record the same event from several distances and just crossfade between them.
Andreas Almström, Bence Pajor and Mari Saastamoinen Minto from the Battlefield 1 sound team
Andreas Almström, Bence Pajor and Mari Saastamoinen Minto from the Battlefield 1 sound team

We started recording these events not only from varying distances but also in different environments. A gun shot or an automatic rifle sounds very different when fired in a forest, in a concrete room, or out in an open field. This in turn together with memory constraints led us to the next level of making guns and explosions.
When we still had to support the last generation of consoles and produce a huge game like Battlefield 3 we had very little runtime memory for sounds. It was impossible to fit the sounds of the all weapons and explosions – recorded at several distances and in different environments, in memory.
So, we started looking at what aspects are shared and what aspects are unique for weapons and explosions. They all go boom in one way or another. But there are different calibers, different mechanics, and various rates of fire but these are still shared across many weapons. In the end, our list of shared and unique sounds needed was a lot shorter than the amount of different guns and explosions we had to make. We built something resembling gun and explosion-synthesizers, except they didn’t use synthesis.
The source material we record or use always needs to have a natural life and energy
They used real recordings, chopped up in common and unique samples that we put together in the Frostbite engine. We could build a lot of guns using a few sounds. And since they were put together from a lot of pieces always moving depending on distance, environment, angle and rate of fire, they never sounded like a looped sample of a gun.
One thing though that is crucial is that the source material we record or use always needs to have a natural life and energy that sort of propels and gives motion and direction to the sounds. For us it is impossible to make good immersive audio with static or “dead” recordings no matter what tech we have at hand. Everything needs to move all the time so the listener can’t get a grip or see through the illusion.
 
Mari Saastamoinen Minto (MSM) – From a level audio point of view, namely the ambient effects, we have really honed our process which really came to the forefront with the Bad Company titles through to Battlefield 3 and Battlefield 4 and taken us to where we are today with Battlefield 1.
We’ve explored dense jungles, snowy mountains, and dry deserts, to crumbled cities hit by earthquakes in the Middle East. We’ve visited cities like Shanghai, Paris, and Baku, and we have been plunged into typhoons, EMP blasts, and aboard carriers being torn apart. The level audio in Battlefield is an everlasting challenge that constantly changes, and as sound designers we need to really nail those soundscapes so the players feel immersed and also believe in the worlds we are building. With Battlefield: Bad Company 2 we really went for it, moving the large ambiences into surround content. Changing the ambient sounds and varying them depending on how the environment changes around you also works really well. You go from a field to a village to a forest to the beach to the open sea.
Unique content for each area caters for constant change in the soundscape, keeping the level audio interesting. For Battlefield 1 all previous knowledge has now been put together and adapted to cater to the world of this game.
The most important thing is that you as a player should be able to close your eyes and feel you are really there — whether it be trenches, forest, desert or the French countryside at night
Dynamic Weather was added and of course gave us new challenges but the most important thing is that you as a player should be able to close your eyes and feel you are really there — whether it be trenches, forest, desert or the French countryside at night. With Dynamic Weather all content for multiplayer would have to be quadrupled if we were to go the same way as with previous Battlefield games. Here we had to be really smart with content creation and time management. Also, the first map you sound design also takes the longest. Finding the frequency range where your ambiences cooperate with guns, explosions and vehicles, carving out and cutting off mid and low end, as well as being careful with high end content so it won´t take detail out of the guns or be tiresome for the ears. Rain is always a challenge for example and finding those perfect recordings of rain that aren’t just white noise.
 
What did you hope to accomplish with sound on Battlefield 1? How did the team divide and conquer the different aspects of the sound?
MSM – We are a very close team with a good team spirit. We look after one another and it really feels like a second family that over the years, like families do, grows with new team members as you become closer.
Similar to Battlefield 4, we divided the team between our single player War Stories then also to multiplayer and core. Andreas and I, for example, have been working together since Battlefield 3 and know our strengths and weaknesses and we complement each other in these areas.
Every individual in the team has their own specialty, be it technical sound design, content creation, code, music implementation or planning. On each project we come together and complement each other and help one another, no matter if it’s content, design, feedback, mixing or just meetings.
I think this team spirit is what makes us create the things we do
Everyone is a doer and we are not afraid to question one another. We are all dedicated to the game we are building and at the same time we are good friends. I think this team spirit is what makes us create the things we do.
 
Campaign/Story mode tells several grim tales through the eyes of different characters. How do you use sound to help reinforce the gravitas of the stories?
MSM – A good example of this is during the Fall from Grace section of our War Story Friends in High Placeswhere you start off by hanging in a tree in enemy territory. On the horizon you can see the frontline, and it looks like you have to go through a lot to get back home. Our challenge here was to make the world feel hostile, somewhere you don’t want to be, compared to the earlier section Test Flight which we wanted to feel romantic, to the excitement of the start of an adventure and freedom and joy flying planes in the sky.
Whether you want to play Fall from Grace stealthily or not we needed the sound to be quiet but at the same time loud, to cover your presence and footsteps from the enemies. We worked a lot with the sound of The Great War being ever so present, weighing heavily on your chest as you progress through the level. Ominous birds, such as flocks of crows, are circling around, and rats run away from corpses.
 
We worked a lot with the sound of The Great War being ever so present, weighing heavily on your chest as you progress through the level
As you enter No Man’s Land and battle we make everything louder and work a lot with distant rumbles of thunder to make it feel as if the sky and earth is breaking apart as your character is forced to make a decision that impacts his life.
 
What are some of the weather systems that a player will encounter? How much detail does the sound design go into for weather – and how did you use the audio system in the Frostbite engine to help manage the weather sound elements?
MSM – You will encounter everything from a rough sandstorm in the desert, thunder and lightning by the Italian coast to a sunny day in a little French village where small birds are chirping and a soft breeze flows through the countryside.
You’ll see how the weather changes and clouds get grey, the wind picks up and the weather moves to overcast and then later to rain or fog. We do add a lot of detail and love to our ambiences. We try and make them feel as real and geographically accurate as possible always researching what birds and animals are found in that specific part of the world.
We’ve got a huge sound library that grows bigger every year. We are all interested in recording and creating our own content — be it weapons, first-person Foley or ambiences. For Battlefield 1 I used recordings my husband and I had from being on holiday in France or away in the desert in the UAE.
For rain I always bake in another one of my own favorite recordings, “rain on head”, recorded from inside the hood of my coat
For the storm I used a recording I did for Battlefield 4 on a boat. It’s just a very dynamic “wind in microphone” recording that really has that first-person perspective in its characteristics, and that is one of my secret weapons when it comes to sound designing storms.
For rain I always bake in another one of my own favorite recordings, “rain on head”, recorded from inside the hood of my coat. Adding that to the ambience just gives that authentic first-person perspective of rain.
So yes, a lot of detail goes into the creation of ambiences. On top of this, we have a randomized sound system called “big world sounds”. These are one shot sound effects, anything from birds to thunder, explosions or wind gusts. They can be mono or stereo, positioned near or far away from you, or both. They add one extra layer of detail to the quad ambiences, together with spot ambience sounds, such as windmills or running water to VFX sounds like falling dust, fires, lightning and smoldering wood.
Mari and Andreas - ready to record
The variable weather meant we had a lot more content to create for each level because of the different settings. This meant we needed close collaboration with design, VFX, and lighting to make sure our systems played nicely together. It was a challenge timewise, not only for audio but for lighting and VFX, to make these weather changes work and the results turned out really great.
We did set ourselves deadlines and deliverables. We created a design which defined each weather and what that would contain. For example, clear weather meant small birds and insects, soft breeze, and warmth, whereas overcast meant large birds like magpies, crows or a buzzard, to more wind and foliage, and a lot more wind gusts in the big world systems. Once we had defined what each weather event contained sound-wise we could apply this to the different settings.
The ambience system we have allows for creativity and variation from a content point of view so we adapted and expanded that system to include variable weather. Our ambience systems also use raycasts now, to simplify implementation and the scaling of ambiences in a destructible environment where roofs can collapse and walls disappear.
 
The game features everything from horses, planes, airships and tanks to armored trains and battleships… What were some of your favorite vehicles to design? How did you create their sounds?
Andreas Almström (AA) – To start off with, the breadth of vehicles that we have is amazing, and setting out to create content for all of them was a huge challenge. We have sourced planes, tanks, armored cars, motorcycles, and boats with our friends at Pole Position Production who have been a great partner and it has been a great opportunity to actually see, feel and appreciate the hardware.
 
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A look at some of many vehicle features in Battlefield 1

 
For transport vehicles we worked very closely with our collegues over at Criterion Games in the UK. They have a lineage of building great sounding racing games so we challenged them to build off-terrain transport vehicles that rattle in contrast to the carbon fiber, no clearance, v10 perfection that they excel at. The results are there in-game where the transports now have a racing-level fidelity to gear shifts, surfaces, and the roars from under the hood.
The behemoths were a lot of fun, but also a challenge because of their sheer size. They are very intricate with many seats and positions — some are closed such as turrets, and some are open like AA cannons and machine guns. The driver cares mostly about the engine while the rest of the players in the vehicle care more about their positions.
BF1 vehicle sounds
Making everything sit together and be relevant inside the vehicle and still be impressive at a distance without taking up all the dynamic range truly was a challenge. The sounds used are a mix of our recorded content and libraries. We didn’t have the opportunity to conduct a recording session of an actual armored train since they are quite rare nowadays, but we tried our best to mimic references and expectations
It all adds to the full experience of riding a 130-ton armored train
A feature we managed to get in on the armored train is that you can alter the intensity and the pitch of the train whistle when playing with a controller. Together with the sounds of coal being shoveled into the furnace, the slow and heavy chugging it makes when starting, the sounds of the loose couplings between the carts, and the screeching breaks when it slowly comes to a stop; it all adds to the full experience of riding a 130-ton armored train.
 
Was it difficult to track down era-appropriate weapons? Once you found appropriate weapons, where did you go to record them? And how did do bring everything together in audio system in Frostbite?
BP – When going out to record the weapons we try of course to get our hands on as many as possible. Many of the weapons are museum pieces and couldn’t be handled or shot. We usually do several recordings with very different purposes, some sessions concentrate on the report from different environments such as forests, fields, mountains, trenches, barns and urban areas at all thinkable distances and configurations. Here it doesn’t really matter if it’s the exact model and make of a gun. Caliber, action and barrel length makes the most difference here. For recording, we mainly use stereo or surround setups, small handhelds, ABs, XYs, stereo shotguns at as many different distances as possible.
Some sessions are mainly focused on the core elements of the weapons, like mechanic sounds during firing and the core report from the caliber. We try to do these sessions outdoors where there isn’t a clear report, deserts are preferable. We use everything from normal dynamic mics, kick mics to shotguns and lavaliers up-close.
 
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The Battlefield 1 team shares what went into designing the weapons for the game

 
We also conduct Foley sessions where we focus on on getting the right guns, but substitutes with similar action and materials usually suffice. For miking, a good stereo pair straight above the gun together with a lavalier on the weapon is usually good enough, but as always, more is more! We perform the weapon Foley ourselves since we have a fairly good idea on how it needs to sound in the end.
We did some of the sessions here in Sweden, but we’ve also been in California and Idaho. It’s all about finding the right locations that sounds great that lends itself well for shooting guns for days on end with as little interference as possible.
 
Any fun field recordings for the flamethrowers and explosions?
AA – A couple of years ago Ben Minto (Audio Director for Star Wars Battlefront, also developed by DICE in Stockholm) did a recording session of explosions in Finland that we have been using bits and pieces from.
There is more to an explosion than the concussion of the blast though — there needs to be other elements that describes the energy and the size. Shrapnel, shockwave, environmental report and debris raining down on the soldier are some of the elements that we have worked a lot on for this game.
There is more to an explosion than the concussion of the blast though — there needs to be other elements that describes the energy and the size
For shrapnel we used bullet impact and flybys that we recorded and then sequenced to tell the story of shrapnel flying past the player. Recording debris is as easy as just throwing dirt up in the air and have it land on various surfaces, pieces of uniform, a helmet etc.
We unfortunately haven’t had access to a flame thrower, but if there are any readers that are willing to help out please contact us!
 
The PC version also offers Dolby Atmos playback – what are some highlights of the Atmos playback for Battlefield 1?
BP – Dolby Atmos offers a more spacious soundscape I would say. By having ceiling speakers you get verticality what you don’t have in let’s say a 5.1 surround where all the speakers are in the same horizontal plane.
Also spreading the number of sounds to many speakers instead of a few means you get fewer sounds per speaker and it sounds clearer I think.
It’s of course very cool to hear a cannon projectile or an airplane fly past above you when you’re hiding in a trench.
A big thanks Andreas Almström, Bence Pajor and Mari Saastamoinen Minto and the rest of the Battlefield 1 team for the inside-story behind that Battlefield sound – and to Jennifer Walden for the interview!

quinta-feira, 29 de junho de 2017

Sony Retornará A Prensar Vinil Novamente Por Que Virou Uma Tendência

Sony will start pressing vinyl records again because they’re trendy


Sony plans to manufacture records for the first time since 1989. The Agence France-Pressereports that the company will soon start production in a factory southwest of Tokyo, and that records should start rolling out by March of next year. Although Sony didn’t specify the genre of records it would manufacture, AFP says the releases will include older, popular Japanese songs, as well as contemporary music. 
The company stopped producing vinyl records nearly 30 years ago to focus primarily on CDs, but given that vinyl sales reportedly reached a 25-year high last year, it makes sense that Sony would consider reproducing the old music format. UK-based HMV also reopenedits vinyl-focused store in Shibuya, Japan nearly two years ago after this record resurgence. Sixty percent of the store is dedicated to records.
Vinyl has definitely made a comeback, but Sony says that it’s now struggling to find engineers who know how to make it. Okay, college kids, you get to choose between coding or record manufacturing. You know what to do.

9 Maneiras De Fazer Mais Dinheiro Com Sua Música Neste Ano

9 ways to make more money with your music this year

First of all thanks to  for this article.


I’m tired of seeing my favorite bands break up because they can’t figure out how to make money with their music. It breaks my heart every time an incredibly talented musician quits music because they just can’t figure out how to make a living with it. Music is not something we do. It is who we are.
Yes, I’m a professional musician, but I’ve now become a professional spreader-of-everything-I-knower because I don’t believe in competition among musicians. If you’re hardworking, passionate, driven and talented enough you will be able to sustain a healthy, long-term career — if you have the knowledge and the understanding of how it works.
The #1 reason musicians quit music and bands break up is because they can’t figure out how to make enough money to sustain their career.
Here are ideas to grow your music income this year:

1. Take Venmo

This is something that is super new and is really ahead of the curve at this point. You may not have heard of Venmo yet, but you will. It is a verb in LA at this point “Venmo me.” Basically, Venmo is the easiest way to pay someone. It’s as easy as sending a text. Much easier than PayPal. So much easier that PayPal saw this and bought Venmo. Right now, download the app if you don’t have it so you understand what it is and how to use it.
Create your username to be @mybandname and announce from the stage that you accept tips in the form of Venmo. And you can even sell Merch with Venmo. There are 0 transaction fees. Let me repeat. Zero transaction fees. Whereas any credit card swiper takes about 3% +  like 30 cents a transaction (as does PayPal), Venmo takes nothing. How do they make money? Not sure yet. But again, PayPal owns them.
Put a tip jar at your Merch table with a big sign, “If you liked the show, show us how much! Cash (arrow) or Venmo: @mybandname” You can even have a projector on stage and have like a real time auction with Venmo tips for a screen print or a backstage hang or a date with the drummer. Whatever. There are endless possibilities. Either way, think about how you can utilize Venmo to make more money at the show.

2. Double Your Live Income With…

Don’t skip over this. I intentionally did not title #2 as “Up your merch game” even though that is what this is BECAUSE you’re probably so over hearing how important merch is that you would just skip right past it. Listen to me. When on tour, merch is your #1 income generator. If you do it right. Artists fret over guarantees and door splits while totally ignoring the potential of merch.
The merch inventory and point of sale tracking platform, AtVenu has calculated that for venues 500-1,000 capacity, the average dollar per head (DPH) is $3.65. That means, if you have 100 people at your show, you should make AT LEAST $365 on merch. If you don’t, you are falling below average.
Bands tell me all the time “But our fans don’t buy merch!” Bull! If you sell it right they will buy. If you throw a few CDs in the back of a dark venue with no light, no display, no seller, OF COURSE you will sell nothing. Want to increase your merch sales? Make sure you have a BIG, BRIGHT, attractive display with lights. Make sure it looks super pro.
A good merch display: Wild Adriatic
Make sure you have someone selling your merch from when the doors open to when they close. Oftentimes people will leave your show early because they have work the next morning, but want to buy something. If there is no one standing by the merch table at that moment they will leave. They will not grab a handful of stuff, run up to the stage holding their credit card and ask you to stop the show and swipe their card.
Seems absurd, right? Well, what are you expecting not having a seller back there at all times? Obviously you must take credit. A Square or PayPal swiper is totally free. Get it. Take cards. Who carries cash anymore? I sure don’t. Yes, take Venmo. Make merch your fans want to buy – not what you think you should make. If your audience is 50+ Vinyl is a waste of money. They ain’t buying it. If your crowd is 18-35 year olds, Vinyl may be the way to go – millennials LOVE vinyl. Announce that you have merch from the stage. Put your merch display in a prominent place in the venue – best is near the door. Get creative in your merch offerings. Do it right. And you will double your live show income. Guaranteed.

3. Live Stream

Clare Means doubled her live income by Periscoping her performances. Brent Morgan, in 2016, was making over $10,000 a month live streaming acoustic performances from his bedroom on YouNow. Live streaming is a thing. And if this is something that inspires you, look into it.

4. Synch Licensing

Many completely independent musicians are making six figures a year getting songs placed on TV shows, commercials and films – without a label or manager. It’s possible to do. But there is a way to go about it and you have to know exactly HOW to pitch licensing companies, ad agencies, music supervisors and movie producers and exactly WHICH of your songs to pitch. Most times songs that work for TV dramas do not work for commercials.

5 Lições De Marca Que Aprendi Na 'Third Man Records'

5 branding lessons I learned from Third Man Records

First of all thanks to  for this article.


A few weeks ago I was in Nashville for the Music Biz conference. On the last day I had some time to kill before my flight home so I decided to go to Third Man Records, the studio, venue, record store, and curio shop dreamed up by Jack White.
I like The White Stripes and The Raconteurs’ music, but I’m by no means a Jack White devotee (I haven’t listened to any of his solo stuff). And yet when I stepped into Third Man Records, I had the feeling that I was entering the coolest place on earth. And leaving an hour later I felt bummed that I had to exit the coolest place on earth and go back into the real world.

So what did Third Man Records do to create that feeling in me?

It got me thinking about “branding” for musicians — and there are some great lessons to be learned from Jack White and his label/studio/store/whatever.

1. Be coherent

When you walk into Third Man you get an immediate visual impression. There’s a uniformity of presentation; it’s not exactly minimalism, but it’s simple and direct. Almost everything is YELLOW and BLACK. The record player. The gift bags. The cabinets.
Third Man Records
This simplicity has a powerful effect, and it’s reminiscent of how The White Stripes came out of the gates in the late 90’s with a fully realized sense of visual branding: back then everything was RED and WHITE.
This visual directness is a lot like Jack White’s music, which is often reduced to its most vital elements (“vital” meaning not just important, but also alive).
I’m not suggesting that you need simple color schemes in order to be coherent in your branding, but it’s worth considering all the ways (writing, arrangement, visuals, messaging, distribution strategies) in which you can perhaps create a more immediate and clear impression.
Ask yourself: How can I communicate more directly?

2. Commit to an approach

Jack White is known for a kind of raw, wrangled, hand-made aesthetic. He’s not concerned with polish and perfection. He wants to capture moments and emotion, even if that means you see some warts.
That clearly defined and clearly articulated approach comes through in his own music, the music he produces for others, the stuff that’s recorded at Third Man and available on vinyl in the shop, and in the extra-musical elements of the store: books, posters, guitar pedals, etc.
When it comes to your own creativity, you certainly don’t need to share or adopt Jack White’s aesthetic. All I’m suggesting is that whatever approach you ARE pursuing in your art, you commit to it for a period of time: a year, an album cycle, a lifetime.
I’m as guilty as anyone of changing direction every five minutes. Oh, today I’ll record a bunch of stripped-down folk songs. Ah, nevermind. Maybe I should produce those same songs in Ableton and add a bunch of synths and beats. Hmmm, how ’bout a string quartet?
When you commit to an approach, you get stuff done. You have a standard to measure everything again. And you also have an easier time representing something larger than just your songs in the imagination of your audience.
So ask yourself: What is my approach? Can I stick with it for a while? And can I articulate it in ten seconds?

3. TRY!!!!!!!!!!!

Effort. It’s hard work. Unless you love what you’re doing.
I get the sense that the people behind Third Man absolutely love their work, whether it’s recording other artists, or creating a retail space to sell music and more. The place has character, and not by luck. It has character because of passion and lots and lots of effort.
I’ve heard that Jack White was an upholsterer before he was a band leader. That kind of attention to craft comes through in the products available at Third Man. For instance, there’s a box set of an early 20th Century record label’s catalog that is beautifully made (and you can watch a video about the whole process of crafting the packaging, mastering the music, etc.) The evident love and effort is what makes it worth the bazillion dollars they’re asking for it. Hell, I wanted to buy it and I don’t even know the music.
Musicians these days have to juggle a lot: writing, rehearsing, recording, gigging, designing, marketing, emailing, editing, and on and on — not to mention family, eating, sleeping, and other jobs. So I understand why some areas of your musical life might not get the attention they deserve. But it’s worth figuring where you’re slacking and either stepping it up or getting some help.
For instance, are you putting out songs where the lyrics are 80% of the way there, because you just want to be done with it already? Don’t. Wait. Try harder. Or find a collaborator to replace those lines that nag at your pride late at night when you’re being honest with yourself.
Not that great at videography? Save up some gig money and hire a pro. Making do with crappy drum sounds? Stop it! Watch some YouTube videos on drum miking techniques.
You get the point: try!!!! It makes a huge difference. And don’t forget that time can sometimes make up for skill, so be patient and put the time in if you don’t have the ability RIGHT NOW to bang out something masterful.
Ask yourself: where am I slacking and how can I do better?

4. Create an unforgettable experience

Third Man is an experiential place. You can pick up a guitar and play it through a custom Jack White distortion pedal. You can go into a listening booth and hear hundreds of albums recorded onsite. But for me, the whole retail setup seemed to have a centerpiece (probably not coincidentally): a vintage 1940’s recording booth.
Third Man recording booth
You go in, wait for the red light to go on, and you have two minutes to sing or talk into the microphone. It then gets cut straight to vinyl. No do-overs. The little record pops out of the slot and you bring it over to the store’s player and give it a listen: your voice, in all it’s nasal and scratchy 1940’s glory.
Lots of the original text on the machine conveyed the message that this was a way to send a message home. Like an audio postcard. And once your record is cut you’re given a record sleeve that doubles as an envelope where you fill out the TO and FROM. I immediately thought of my dad who passed away last winter — and something about the carnivalesque, out-of-time-ness of the whole thing made it feel like I was being compelled to sing “Amazing Grace” (my dad’s favorite hym) to him, through the old wires, onto vinyl, and into the beyond.
Turns out I’m not alone in this compulsion. Neil Young recorded a whole album in this same recording booth, and he started the whole thing with a track where he’s just talking to his mother about life and death and missing her.
So anyway, naively I looked at the coin slot on the machine: 35 cents. Oh shit! That’s all it costs? Well, I need to go to the front desk to get change right now.
The woman working that day kindly said, “Well, I can give you change, but if you’re wanting to use the recording booth, it’s $20.” (Clearly I’m not the first confused customer asking for coins).
I didn’t miss a beat: okay, I’ll do it. 
What kind of percentage markup was that in my mind? 35 cents. 20 dollars. Who cares!? In that moment, all that mattered was that I sing to my dad. I paid the $20, tearfully sang the song, and went home with a record I’m not sure I’ll ever listen to again — and it all felt life-changing.
That experience made me feel invested in Third Man as a place, made me feel involved in it, like it’s partially mine. I mean, I know that’s logically ridiculous, but emotionally speaking it made me want to be a “brand ambassador” (to use a really icky marketing term).
I shared pictures and thoughts about the experience on social media. I told my friends about it. I’m WRITING THIS BLOG POST about it. And for as long as Third Man is open, I’m sure that any time I hear someone’s headed to Nashville for a trip, it’ll be the first place I tell them to visit.
Yes, there’s a difference between a place and song, or an album, or a video, or a concert. But every song, album, video, and concert gives you the chance to create an experience.
Ask yourself: What experience do I want to create? How can I make sure to deliver it? 

5. Partner up

Jack White, despite his hand-made, DIY style, didn’t actually MAKE everything you see and do at Third Man Records.
Someone else wired the circuit board for his guitar pedals; someone else crafted the wooden box for the old label catalog; and so forth.
As you’re searching for your own brand identity, or finding new ways to convey it, be on the lookout for other people, local businesses, or charities that can partner with you. If your missions are aligned, (ready for another awful buzzword?) synergy!
Ask yourself: Who can I partner with?

Bonus lesson: Be Famous (jk).

Of course Jack White has a bit of an advantage in the resources and connections department when it comes to executing well on his label, studio, venue, and retail projects. He’s got money and fame.
BUT… it’s worth remembering that he DIDN’T have those things the first time he launched a brand/band. A big part of what catapulted The White Stripes to success was the fact that an unknown Jack White — consciously or not — committed to an approach, communicated coherently, put in lots of effort and energy, created experiences, and found the right team to help him along.
You can too.

quarta-feira, 28 de junho de 2017

Gerenciando Seus Direitos No YouTube - Anatomia Do "Claim"

Managing your rights on YouTube: “The Anatomy of a Claim”

First of all thanks to  for this article.


I’m going to go out on a limb and assume that if you’re reading this you know there’s money to be made on YouTube. And, as a platform, it sets the standard for individualistic expression while still respecting intellectual property.
But did you know that the entire system that allows for this expression and rights enforcement is based on the simplest of devices? Almost every cent of the billions of advertising dollars that flow through YouTube each year is due to one thing: The Claim.

What is a claim on YouTube?

It’s a simple concept: Rights can only be enforced if copyrighted content can be identified and linked to its respective owner. That’s precisely what a claim is: a link.
A claim is the link between a video and a particular copyrighted asset. And the function of a claim is to allow the owner of the linked asset to assert ownership over, and apply policies (monetize, track, block) to, the content of the videos that contain that asset.

A claim consists of three parts:

  1. The Video
  2. The Asset
  3. The Reference

The Video

A video on YouTube is a digital file that contains one of two kinds of content: partner-uploaded and user-generated.
Partner-uploaded content is a video you upload to a YouTube channel that you own. Your claim to the video is made as you upload and apply a usage policy to it.
User-generated content (also known as UGC) are videos that other people upload to their channels. When the video contains content that you own (as determined by a Content ID match or a manual claim), you claim the video and apply a match policy to it. The match policy determines where and how the video is available on YouTube.

The Asset

An asset is something that a content owner provides to YouTube for rights management purposes. Assets are not YouTube videos; they contain information that refers to a piece of intellectual property, including various metadata (such as title, artist name, album, and ISRC for a sound recording), ownershipinformation, claimspolicies, and a reference file (which we’ll get to in a second).

There are multiple types of assets:

Sound Recording — A Sound Recording asset represents an audio recording, and has metadata like ISRC, artist, and album. In it is embedded one or more Composition Share assets (see below), and it may in turn be embedded in a Music Video asset.
Composition Share — Represents an ownership share of a musical composition.
Music Video — Represents the official music video for a sound recording.
Art Track — Represents the video of a sound recording that doesn’t have a premium music video (for instance, it may just display the album cover while the video plays).
Web — Represents YouTube original video or other types of video content not covered by the other asset types.
Movie — Represents a feature film.
Television Episode — Represents an episode from a television show.
A “policy” lives within each asset and is a set of rules that specify how a content owner wants YouTube to handle a claimed video.
As an owner, you choose whether users can view the video and whether YouTube displays advertisements with the video. You say how you want YouTube to handle the video by associating a policy with it.

Basic policy types:

Monetize: This policy allows users to view the video and displays advertisements that create revenue for the asset owner.
Track: This policy allow users to view the video without advertisements, but will collect statistics about video views.
Block: This policy will not allow users to view the video on YouTube.

The Reference

A reference allows the asset to match and claim content found within user uploaded videos. It is an uploaded file of the actual content being represented by the asset. So if your asset is a sound recording, then your reference will be the actual sound recording file.

Managing rights

YouTube’s system for managing your intellectual property consists of three major components:
  1. The YouTube rights management system identifies the owners and administrators of your intellectual property and defines the policies used to enforce your rights.
  2. Content ID automatically scans YouTube videos for content that matches your intellectual property and applies the defined rights policy to the matching video.
  3. YouTube videos are the (optional) public representation of your intellectual property, available to users on youtube.com.
So, when you upload a piece of intellectual property to YouTube, it is represented in each of these three components separately as an Asset, Reference, and Video. The asset lives in the rights management system, the reference is used by the Content ID system for matching, and the video is what contains your intellectual property on youtube.com.
And what connects all three of these together so that they can do their job and protect your intellectual property? THE CLAIM.