record producer fran ashcroft talks on the blog about recording

Bye Bye CD - I Was Never That Keen On You Anyway
Fran Ashcroft

2012, oh bugger.

Happy New Year – austerity, unrelenting misery, and the Olympic Games vs. Big Bag Of Cash. Only you, dear reader, can decide.

Major labels – at least those in the USA – plan to abandon the CD format by the end of this year and replace it with download/stream-only releases via iTunes and related music services. The only CD formats left will be largely limited/special editions, which will of course not be available for every artist. The distribution of the remaining CD releases will be primarily Amazon (oh, fantastic), and I expect Wal-Mart and one or two others, to continue selling greatest hits and other types of compilations.

And the UK? That leaves Asda and Tesco I suppose – who already carry precisely the kind of range that will remain after CDs get the chop.

Does this mean every artist will end up a one hit wonder? Sure, it makes short term financial sense for the majors to marshal all their resources into the “hit”. But – and it’s a big but; if CDs are extinct, the album is likely to die with it, or at the very least lose its conceptual value – it already has to a large extent.  Will download buyers be forced to buy a bundle of 10 tracks if they want more than just the hit single? I’m guessing not – at least for “emerging” artists. The labels will want every penny they can get, as fast as they can…and it’s easy to imagine most fans either opting for a download of the 3 strongest songs, or resenting the price of a bundle deal and leaving it alone altogether – thus marginalising revenue into a downward spiral and making it even harder for a substantial new artist to break through.

One-hit-wonders-only rosters are not sustainable; the overheads are simply too high; which leaves really no significant place for the majors if current policies continue. It’s been a magnificent display of shooting themselves in the foot time and time again since the emergence of internet music, and it looks like Dinosaur Time for them from where I’m standing.

As for indies – they’re already getting it whittled down to download or vinyl. If there’s a durable future at all for new music, it undoubtedly lies with the artists themselves and the cottage industry labels and networks who support them – and as a producer, that’s where I’ve been headed for some time.

Formats may come and go, but some things never change; you still need great songs, and artists with enough drive, ambition and commitment to make them happen.

And by the way, you can forget about that Big Bag Of Cash…

fran ashcroft retro advert

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record producer fran ashcroft talks on the blog about recording

Ok, I hold my hands up – this might be considered a thinly disguised bit of PR for an upcoming release, but it’s probably the most fun recording I’ve been involved with this year, so what the hell:

Do Not Adjust Your Set – a 7″ EP featuring re-recordings of classic 60s and 70s TV themes, on the small but savvy Fruits de Mer label. The guys know their market so well, it’s likely to have already sold out by the time you read this – they are without doubt best example I can think of how to run an indie label in these changing times. Strong label identity, very consistent releases in a well chosen niche, self contained distribution, customer loyalty, excellent press releases and a nice black book of well targeted promo contacts.

And I quote:- “Fruits de Mer Records – possibly the world’s smallest vinyl-only psychedelia/progressive rock/acid-folk/krautrock/spacerock record label – classic and obscure tracks from the sixties and early seventies reinterpreted by brilliant new bands – and released on ludicrously-limited colour vinyl.”

Do not adjust your set

But let’s shift focus onto the recording – FdM sets out to prove nostalgia is what it used to be, with a bit of help from yours truly.

I was given pretty much carte blanche in choosing the artists and putting the EP together.  Novelty concept records,spoof ads and the like have always appealed to me in a twisted sort of way, ever since I heard a Goons album when I was 8 years old.  In fact the first recordings I ever made were daft adverts and sketches, on a little battery operated reel to reel with the most astounding wow and flutter there ever was.

So it was immensely enjoyable re-creating the ITV and BBC stings that open each side (and strangely gratifying to hear the BBC play your cover of their own time signal!).  The guys even let me design the back cover like a page from an old copy of the Radio Times… complete with naff black and white ads, the lot.  It doesn’t get much better than that.  Otherwise from a production standpoint, it was mainly a matter of offering direction, tweaking a mix here and there, then squeezing the six mastered tracks onto vinyl – “Robinson Crusoe”, “White Horses”,”The Sky At Night”, “Ace of Wands”, and the inevitable Gerry Andersonness of “Captain Scarlet” and “Fireball XL5″.  Yes, I know I’ve done a Gerry Anderson record before, but it was a looong time ago, and I still like puppets that sing.

Most producers do, don’t they?

http://www.fruitsdemerrecords.com/tvthemes.html

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record producer fran ashcroft talks on the blog about recording

Fran Ashcroft – Peeling Off Acker

Hi there boys and girls in Studioland!  The selection boxes are appearing in the shops, so we’ve got just the thing for your stocking this Xmas – sod Antares, just get the Paper Jamz Pro Microphone – it’s the hot toy this year. “Virtually anyone can sound like Justin Bieber or The Black-Eyed Peas”, oh boy, I can’t wait.

Yep, here it is folks, an autotune mic for only $29.99!  With four modes – Chorus, Harmony, Vibrato and Perfect Melody. I’ve been looking for a Perfect Melody for about 40 years, to be honest.  ”During a brief demonstration, the Perfect Pitch technology was remarkably effective, turning a teenage girl’s somewhat off-pitch and rather thin voice into a pleasant-sounding melody”.   At last my dreams have come true.

It’s a definite step up from the four string plastic guitar with a big sticker of Acker Bilk And His Jazzmen on it I had to settle for in 1963 because they hadn’t made Beatles ones yet. I had to peel off old Acker right away, I’m afraid.

 

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record producer fran ashcroft talks on the blog about recording

Fran Ashcroft – Going All Eleanor Rigby

I’m going all stream of consciousness this afternoon, after having the string parts from Eleanor Rigby running through my head since early this morning.  It’s masterly arrangement, especially in the subtlety of the last bar of the last verse (no, not the end of the song!), which resolves with a poignant finality – unsentimental,almost matter-of-fact, yet elegant, compassionate, heartfelt and uplifting. All in two seconds, on 4 track. That’s the way to do it.

The biggest challenge we face in this industry is putting the value back into music.  Not just simply finding clever marketing ploys to keep the pot boiling – the “give away the album because they’ll buy the T-shirt” philosophy…it’s more fundamental and far more challenging than that.  Truth is, the desire to own recorded music is entirely emotional – not a pragmatic two for one deal to save you money. The draw is part lifestyle, part nostalgia (what about that crap TV advertised compilation covering old Hollywood stuff?!!  Worst thing since the Eastenders Wartime Singalong album – Mea Culpa), part aspirational, and partly a visceral tug which touches the very core of a listener when they discover the grain of universal truth that only the best can deliver.  The epiphany of Highway 61 Revisited, Guernica, Strawberry Fields.  That’s how lasting art always connects, be it music, painting, writing, all that stuff.

Blame it on what you will, the old Art vs Commerce chestnut has a role to play in all of this…  if only for the strength an ambitious artist can gain by his own struggle with it.

Tell me, how much struggle is involved with your typical home recording set up?  Not much,I’m afraid.  Computers are ubiquitous, you can buy a mic in Poundland, and download the software for nowt.  Even if you don’t entirely understand the instructions, it’s not that demanding to get the thing working.  Not like when I were a lad (cue gruff Yorkshire accent) when we ‘ad to save up for years for a banjo or make our own out of old teabags….

A little bit of adversity sharpens one’s skills.  And having to dig into your pocket a little to buy a record makes it special – something of value, something worthwhile.  Not that I’m advocating putting up CD or download prices. The majors got it totally wrong when they adopted new pricing structures in the early internet days.  Had they reduced prices to a level the public felt reasonable instead of feeling ripped off (which they were) – the subsequent online disaster could in large part have been avoided, and we might not have been banished to the X Factor Phantom Zone we are currently in.

Where am I going with all this?  Simple; the value is in the quality of work we do, not its price.  Let it be a reminder if you’re not getting paid as much as you used to!

 

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Fran Ashcroft: Over, Under, Sideways, Down

I was asked, why do some engineers like to have NS10s on their side and others prefer them upright?

This is not something I’d consciously thought about before, but it’s very simple – turn them on their side and there’s more room to put your cups on the top. No,not really. It’s all down to how we perceive sound, isn’t it? We’re all individual in what we like to hear when we work – loud or quiet, bass heavy, bass light, near or far..a lot of factors are involved. I’m generally an upright speaker man, but not exclusively; in one studio I use a pair of Tannoy dual concentrics, sideways, bass cones inward, and they’re accurate enough at low volumes – for me. Swap them for the crappy nearfield Reveals, I’d be completely lost – though I’m assured some people like them (who?).

the high tech recording device!

The world of modern self powered nearfields has become predominant for the majority of people now, and I’m sure it makes sense and gives them the sound they understand and want to hear. But they’re wildly inaccurate and inconsistent – ok if you’re an owner operator perhaps, but totally useless if your facility has a variety of engineers and producers in and out. Which is why we ended up with NS10s as a de facto standard…they tend to translate reliably in almost any environment. Limited as they are – a very compromised mid range to say the least – so many studios bought them, they became the yardstick that other nearfield monitors are measured by.

It’s been forgotten they were never intended to be accurate in the first place; they were a merely a representation of what a mix might sound like on the radio, superseding the abysmal Auratones of the late 70s. What was supposed to be a quick second point of reference became the listening norm, which is bizzarre when you think about it. But it fits in with my theory that as technology “improves” the fidelity (or shall we say “attractiveness”) of sound deteriorates by the same amount – i.e. mp3s as a consumer choice. Probably because digital generally sounds so naff, it doesn’t make much difference anyway if you file compress it to destruction.

Hence the recent resurgence of vinyl – even if only to audiophiles. A small market maybe, but it is fast becoming the choice of many smaller indie labels, releasing limited editions to combat freebie download dominance. Some listeners, it seems, are still willing to pay for the “vinyl experience”, and the almost mystical sense of physical ownership it imparts. “The Ultimate Format?” runs the theme of a recent Daily Telegraph piece.

I wouldn’t argue with that.

Fran Ashcroft’s website

 

Fran Ashcroft:  Recording At The Cavern, 1964

Just kidding, it isn’t 1964 – that was just a cheap shot to get your attention.

Some readers will perhaps be shocked and puzzled as to my equipment choice and methods for this live recording at the Cavern in Liverpool. A domestic cassette recorder? One cheap mic? What’s he playing at? Why not a nice little modern handheld digital recorder and a couple of high end condensers? Why not a direct feed from the desk? This isn’t a 60s bootleg, is it?

No,but it’s a 60s sound, for a genuine, authentic beat group, no less; The Beat Rats, all the way from new York City. so they deserved an appropriate treatment. In this case the monster Sony 138SD cassette recorder, and a single Sony F99 stereo dynamic mic, both circa 1972. A 1/4″ machine or anything with valves in would have been an option, but too unwieldy for a superfast set up,and way too fragile in this kind of environment.

The stereo mic choice was partly to cover myself in case of drop outs, or incorrect balance; so left and right could be readjusted on mastering if needed.  The cheap mic sonic was useful(!) – the restricted frequency response knocked out low end rumble by default, so I knew I wouldn’t have problems with muddiness or spiky high end transients. The result would be most reminiscent of a 60s sonic. Theoretically.

I’m familiar with the Cavern – and the shortcomings of its sound system. In such a small venue, the PA system is often overpowering, and configured for one-size-fits-all. So an important aim was to  bypass the house sound as much as possible. My solution was to place the mic very close to the stage, to pick up the natural balance of the instruments, and grab enough vocals from the stage monitors (with perhaps just a little from the PA).

record producer fran ashcroft recording a band at the cavern club, liverpool

Time was very limited in setting up; no more than 5 minutes to unpack my gear, set the mic, and check everything was working (ie holding a cigarette lighter above the recorder to make sure the tape was turning!). There was no possibility of any soundcheck, and monitoring was well nigh impossible due to the external noise level, so a little intuition was necessary. I set the mic at ear height, roughly 5ft in front of the centre of the stage, with the recorder to the side. To show how small the place really is, I should note that the cable for this mic is a mere 6′!

Other than an unruly drunk bashing into the mic stand during the second song, I just moved the mic once – a foot further back, as I’d noted the vocal was more evident in that position. That always seems to be the the battle in live sound – getting enough vocal in the mix.

the beat rats at the cavern club, liverpool

But let’s not forget to give credit where it’s due. The band played splendidly and did all the hard work – all I had to do was press record.

In post production, I just eq’d slightly, adding a little more mid range, and a tad of compression on mastering, then culled the set for a 6 track EP.  My benchmark for this record was The Big 3 Live At The Cavern from 1964, which is frankly not that brilliant. Did I do better? Did I do worse?

the high tech recording device!

Admittedly, my choices were a risky strategy – especially opting for a lo fi sonic from the outset. But sometimes you just have to go with your instincts and hope for the best!

 

The Big 3 here:
http://www.merseybeatnostalgia.co.uk/html/the_big_three.html

and you can watch the gig here:
http://www.youtube.com/watch?v=jg9byWEm31Y&feature=related

The Beat Rats website:
http://garagepunk.ning.com/profile/THEBEATRATS

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