Brazilian DJ and producer Sonnero discusses the nuances of artistic integrity and sound identity in electronic music production. With over twelve years of experience in A&R and label management, including notable work at Som Livre and Alok’s Controversia Records, Sonnero emphasizes the importance of finding a personal sound amid the abundance of accessible production tools.
The Intersection of A&R and Personal Projects
Sonnero, whose real name is Orlando Rodrigues, not only evaluates the creative choices of other artists but also creates his own music. His involvement in various labels like Harabe Lab and Camel VIP Records has allowed him to collaborate with numerous artists. This dual role gives him a unique perspective on how producers can navigate their creative processes while adhering to industry expectations.
The Role of Technology in Music Creation
Following established production formulas can inhibit an artist’s ability to create something unique. As technology simplifies technical processes, Sonnero emphasizes that producers should still focus on crafting a personal sound rather than relying solely on tools that may dictate the music’s direction.
Understanding Your Artistic Choices
Sonnero believes that grasping basic production concepts—such as sound processing—is crucial for artists looking to establish their identities. He advises against outsourcing too early, highlighting that developing a personal taste in aspects like compression and EQ will empower artists to communicate their vision more effectively when collaborating with engineers.
The Unpredictability of Live Performance
Live performances can reveal aspects of music that aren’t apparent in a studio setting. Sonnero notes the unpredictable response from audiences and how that feedback can reshape his perception of a track. The dynamic nature of live music signals that what succeeds in the studio doesn’t always translate directly on stage.
Crafting Authored vs. Assembled Music
The distinction between authored and assembled music hinges on the intention and passion behind the creation process. Sonnero stresses that the most memorable tracks often emerge from artists who explore personal narratives and emotions, rather than those who imitate what is currently popular. This authenticity fosters a deeper connection with listeners.
Careful Decision-Making in Music Production
Decision-making is critical in music production. Sonnero points to arrangement and sound design as indicators of an artist’s intent. He advises that thoughtful choices regarding melody and simplicity can often yield more impactful results than complex arrangements. The principle of “less is more” plays a significant role in achieving a polished and personal sound.
Ultimately, Sonnero’s insights serve as a reminder for producers to remain true to their instincts. Embracing unusual ideas can lead to unique contributions that stand out in the crowded electronic music landscape.
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