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Label/Sync – IFMACA Productions

Film-centered music is important

For years we have been building up new tools to help the independent artist. During 2017 there was a time of silence with WEATNU, where new ideas were bubbling under the surface and at a moment of sudden inspiration IFMACAIndependent Film Makers and Composers Association was born. The group began on Facebook that year. Composers and small filmmakers were the intention at the beginning, to collaborate with one another, but after some time, the group shut down and the idea of IFMACA went dormant.

That was until the year 2021, when the name was exhumed, or brought to the light as a new entity for WEATNU. “If composers and filmmakers could not collaborate and make projects together for fun, why not instead create a new subsidiary for WEATNU?” However, even today composers and filmmakers can be involved in collaboration through our discord chatroom. This thought-process started IFMACA Productions.

A part that includes label/sync for the cinematic composer and small film studios, also including music for YouTube creators. The music that is with IFMACA Productions is a continual growing library of highly professional musicians and composers. Some of which are cinematic-driven and may include video game music as well.

As the library grows, sync will eventually happen. It was time to introduce everyone to this next part that has been progressing behind the scenes. IFMACA Productions gives the composer a chance at a career, and it also gives them the ability to be part of a cinematic label. Music is released to all streaming platforms and licensed for use as sync in the future.

Listen to our artists

Artists are taking interest in IFMACA Productions

As a sync company, we are ensuring that the small producer, video game designer, film class, limited budget director, all have one thing in common. They each need music that sets the mood for their projects. The music we produce is full of that sound that others are seeking. Film-centered music is part of our artists work, as we are electronic/avant-garde and beyond. In the future, this may expand to our 2nd label, Transmission Nova (TNR), which is centered on Indie Rock/Shoegaze/Dream pop/Post-punk and Post-rock. These extra genres might work well in unique and dramatic ways from a film perspective. Artists will be showcased in our WEATNU Records – Spotify playlists, so everyone can hear their music.

The Composer and small film studio benefits

The small studio, YouTube Creator, art gallery, etc, could benefit. IFMACA Productions is finding its way onto the film landscape and starting small.

IFMACA Productions releases music for the indie film director who is looking for something a little different. This includes music that is driven by the passion of the artist, in a way only known to the composer. It is the film producer who will find what they are looking for, in a niche market, instead of being directed toward a massive audience, large-sync, ad-sync, HBO, Netflix, etc. Our artists for a competitive and affordable price will sync instead with small production studios. As this part of the WEATNU machine grows, so will the artists and audience we house, thus allowing more opportunities for everyone involved here and in time our website will be created when sync begins. To add to our library, see the links below.

Find us on Twitter: IFMACA Productions

Follow us on Facebook: IFMACA Productions
Find us on SoundCloud: IFMACA Productions

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Transmission Nova arrives

During the beginning of #WEATNU – from 2015 – 2016, one of six of our radio streams “Transmission Nova“, played shoegaze and indierock, this included many other sounds from the late 70s onward into the 90s and today. Indie artists, many unsigned, were post-punk, noise rock, alt-rock, dream pop and ethereal. WEATNU Records has been releasing this type of music since December of 2014, upon its arrival in the indie scene of the underground.

Now … Transmission Nova will have the same great vision as WEATNU and put the focus on this type of music, just as WEATNU puts the focus on electronic based artists. Bands as well as solo artists are welcome to join. Nothing changes, but we instead expand. Indie Rock has always been a love for me, from the days of growing up during the early 90s when MTV’s the Buzz would blast the greatest and latest bands.

Being a shoegaze aficionado and part of Gen-X, these types of memories never fade. I wanted to give the underground a taste of even more, as now both WEATNU and Transmission Nova will help artists be heard. Guitar-driven noise, eerie washed out vocals, experimental bass lines and visions by Ian Curtis. All these things tied into one place for this music to thrive. Shoegaze coming from the days of Batcave and Goth, and then the 90s grunge-like sounds, with noise-driven indie rock, British alternative, and other gloomy settings. Transmission Nova opens in 2022, and it is my hope to get these artists heard and signed with us. Contact today, as slots are open (for a time)

Shoegaze | Post-punk | Punk | Ethereal | Indie Pop | indie rock | Dream pop, and other psychedelics

To join, please contact us: https://weatnurecords/contact
Follow our Facebook : Instagram
Be sure to follow our Bandcamp: https://transmissionnova.bandcamp.com

#WEATNU Digital Magazine
Almark
November 2021

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You and Your Brand

For those of you who follow me on Twitter (@SarahSchonert), you’ve probably run into some of my discussions about Brand, whether it’s during a chat, some random thoughts, or in my interactions with fellow musicians and UX pros. Usually during the chats or the wider conversations, someone will chime in with a quip about selling out, being too corporate, or similar. Here’s the thing… Brand is important for serious musicians. You might bristle at this idea. You might be thinking “that sounds so corporate and that just isn’t me,” but guess what? You shunning “the man” is part of your Brand.

For those of you who treat your music like a business, Brand is incredibly important. But if music is just a fun hobby then this post isn’t so much for you. That’s okay! Not everyone who is public about their art or music needs to take themselves so seriously. However, the moment you start considering music as a part of your income that you seek to grow, then you should consider your Brand and message.

So what do we even mean by Brand (which you’ll notice I almost always capitalize for better or for worse)? Brand is how you present yourself. It’s how you show up publicly through your art, your social media postings, your music, your web-page, on-stage, and pretty much any public sphere where you are your representing yourself as a musician. It’s not just about a logo or a color scheme. It’s not just about styling or genre. (It includes those things for sure, but they are minor pieces.) It’s how all of it fits together to create the you that you wish to present to the world. And to be “on-Brand” means to be consistent with the message that you intend to promote and personify publicly.

If you were shunning the idea of having a Brand you may be rolling your eyes at me, maybe you’ve stopped reading (so it’s kinda moot I guess), or maybe you are starting to accept now that a consistent message and how you show up isn’t really all that “corporate.” You might still need convincing though and that’s fine. So here we go!

Having a consistent message and showing up in a consistent manner does a few things for you.

  • Your fans know what to expect from you and may be more willing to buy before they hear that next album
  • Music professionals (reviewers, bloggers, interviewers, etc) will take you more seriously as they see effort and professionalism on your part and have a better idea of what you are about by visiting your website or social media pages
  • Your marketing and media material can be easily reused, reducing your own workload when you adopt new social media platforms, advertise gigs, announce events, and and coordinate release material
  • People can find and recognize you regardless of the platform and are secure in the knowledge that they’ve followed the correct account on social media

Even if your Brand consists of mystery and surprises (no one says you have to be boring), if there are some constants then there will be comfort and trust that you will deliver on your promises. I’m reasonably sure there is something about you that is somewhat consistent and that you want to reuse because it represents you quite well. Perhaps it is your artist name, type of artwork you typically choose, your logo, etc. You need a good idea of which of these things are unwavering and embrace them.

I also want to point out that part of your Brand is your attitude and your public voice. I know many artists that make certain causes or even politics part of their platform. They keep their messages consistent and take responsibility for their actions and words. It suits them. It’s part of them; and their audience isn’t too surprised when they post their views. Whether it’s supporting the ACLU, promoting the arts in grade schools, or an unwavering love of penguins, these messages are a part of you that you may have chosen to be continually public about in conjunction with your artistic self and is now part of your Brand.

Another piece of your Brand is also how you talk about yourself. What is your bi-line? How do you describe your act or music to others? Have you coined a new term to sell your sound? Or maybe instead you find yourself using different words each time and rewriting your bios and blurbs. Not being consistent in your own descriptions is confusing to anyone who wants to talk you up, write about you, etc. If you aren’t sure how you’d describe yourself, your music, your message, then how will anyone else?

It may not be overly obvious that you can change up your look and feel and still be on-Brand. Brands evolve and take on new advertising campaigns, slogans, etc and so can you. I change my website and social media images with each new album (that’s part of my Brand actually to do so) but I do it across the board. My logo stays constant. My music style and my description of myself is mostly the same (although it has evolved over the years as it should). My message has matured but ultimately is still on-Brand. And the more I learn about how I wish to show up in this world, the more cohesive my message becomes. Your Brand should grow and evolve with you over range of time, so don’t be afraid that embracing it will limit your growth in the future.

SariGirl #WEATNU Digital Magazine – November 2019

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The Best Artists of the 80’s – Pet Shop Boys

In 1984, the group’s pioneering piece of synth pop, entitled ‘West End Girls’ thought of as their very best.
The Pet Shop Boys’ dark track was influenced by hip hop music and a TS Elliot poem, describing the pressures of inner-city life.

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The Pet Shop Boys’ second UK hit, ‘It’s A Sin’, depicts their time at the Catholic St. Cuthbert’s
High School in Newcastle. The song was written in 15 minutes, and was intended as a camp joke, but people consciously took very serious. I remember hearing the song for the first time, “how powerful” I thought, it moved me, hearing the clarity in his voice and how serious this was to him. The interesting thing about the song was, the local parish priest in Newcastle delivered a sermon on it, reflecting how the Church changed from the promise of a ghastly hell to the message of love.

In 1987. The synth pop duo covered “Always on My Mind”, a TV special marking 10 years since the King passed away. They decided to release it as a single, and it became that year’s Christmas number one.

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Their ‘Actually’ album (What Have I Done to Deserve This?) track was accompanied by Dusty Springfield (60’s soul legend), and it was a number two hit in the UK and US, riding close behind Rick Astley and George Michael’s top spots.

In 1992, Derek Jarman asked them to perform at a charity event in Manchester. ‘Go West’
a disco hit was selected and later, the two decided to record it as a single, and it was a huge hit.

During the duo’s early years, they wrote ‘Opportunities’ describing “two losers” and it is based around the quote “Let’s make lots of money”. Somehow, it is written about himself as being intellectual and educated.

Neil Tennant said he imagined this song “Rent” as being about a kept woman, living in America.
The song also deals with a financially one-sided relationship, kept as a kind of secret..

The song, “Being Boring” came from the accusation after someone said the duo was being boring. The duo described it as “one of the best songs that we’ve written. It’s tells of our teenage years and how we moved to London, and I became successful and my friend became ill.”

‘Release’, the duo’s 2002 album gave them another top hit, despite it bizarre music video, showing mice running across tracks and eating discarded food at a Court Road Underground station, with only minimal shops of the duo. Never accuse them of being boring.

Their 1988 album, ‘Introspective’  produced this song influenced by Latin pop and also by the song ‘Elle est comme les etoiles’ by Desireless.

Jazzykat#WEATNU Digital Magazine
November 2019

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#WEATNU – the next Punk scene

‘punk-wave’ is a term that’s been on my mind for a good while now. “It’s a movement of punk, whereby a group of DIY electronic artists are taking the scene back and presenting their music to a flood of fans and causing the next punk scene, not one that comes from guitar but from synthesizers and the sheer human willpower to be heard. It is against, not for the current music industry. It is empowering artists and allowing them to be creative in all realms. Without hindrance, and without bias.”

When artists come together across the world naturally, then you know something grand is happening. This change is occurring on a virtual global level, and building each day. WEATNU took part in creating this change in August 2014. Without someone opening a door to the creativity of the future artist, a scene could not have been created. Without hindrances or corp rules, you find a beautiful thing happening. WEATNU being a new millennial punk movement, makes it tied to the Internet, but the first wave of punk came from the late 70s, fueled by rebellion toward your parents, anarchy and disregard to rules, including a protest against the music your parents pushed on you, anti-government, anti-propaganda and political issues. Punk was an aesthetic of its time, soon to be adopted by pop culture. Before the decade had ended, that culture became the norm for the music industry in a whole. Punk gave way to Post-punk, batcave, synthpop, New Wave,  Goth, Darkwave, and so on. I did not have the pleasure of taking part of that scene as I was too young in 1983 “though I remember the music well at 6 years of age.” But being the last of Gen-X I can say I’m proud that my mid 90s teenage years were some of the best the world of music has ever encountered. As punk started to fade by the late 90s so did the music that fueled it and another era was born. We are the New Underground screams of punk, with its anti-corp attitude. The idea of #WEATNU was born from the unfairness that every solo electronic and experimental artist faces everyday. It’s a statement, one that is filling the internet slowly with its idea. It came out of a time of big media and major music fads of 2014. Fighting against the very system that pushes down creativity but instead rolls out the next cookie cutter single or album that makes millions. During that time, independent musicians were silently screaming to be heard. It takes only one idea to create a fire in others.

Where do musicians go when they want to be heard? The Internet so #WEATNU being born from social media came to its fruition by 2016. Culture cannot flourish when ideas are hindered, where the socialist attitude in the music industry takes away the spirit of music itself. Punk being the attitude of WEATNU, certainly embraces its past history. Punk is not something that is created for a whim but for the sake of change. WEATNU was that change, it was that idea that had to be created or the DIY / Electronic artist may have been lost to a sea of noise. (This was no accident) Musicians have a vision, they form the next culture, commerical norms come from the Underground. This underground we have created, we have formed and developed comes only from the human spirit and need to be heard, to have their music for once noticed by a sea of like-minded music lovers, not people fed by the machine that feeds the many their endless major chord and assembly-line wonders. Pirate radio and college radio played the underground for many years, void of rules, and ridicule. The music lover is tired of hearing top 40, they are tired of hearing about the next fly-by-night pop facade; which includes poser electronic music. WEATNU appeared suddenly overnight to fight this problem we were all facing, a future of uncertainty for the DIY musician. Music lovers and artists need to belong to a culture, just like each genre of music must have its scene, the next punk movement is born, the next scene is here. It will not go away, it will only get larger everyday, because people want change and they want the music to live forever. Artists are tired of the need to find a greater outlet to be noticed, to be appreciated. The modern electronic and even solo artist does not live off of money, money is the old term for record labels from the 80s, that time is far gone. WEATNU is freedom itself and a chance once again to be part of something that matters, something that is anarchy. Burn your corp flags, break down the walls, bring down the house and pile in with your second-hand gear and synthesizers, this new culture is coming soon to your side of the Internet. The prediction is WEATNU will not only be the symbol it stands for but a staple of life for musicians in the years to come. We all needed this, We.. are the New Underground. We are all one!

Almark#WEATNU Digital Magazine

March 2016

 

 

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Streaming music and the indie artist

It’s now 2016 and a lot of stuff had to happen for us to get where we are. Streaming markets are now the #1 place to find music and pay the artist. Spotify is on top of things with Apple coming close behind. What use to be a way to pay the artist via buy and download through Bandcamp, including iTunes is now being overshadowed with the streaming market. The problem lies in if you are an artist and have little to no fan base, streaming audio does nothing for you as far as revenue is concerned.  Thanks to the digital market making it the normal thing to stream music and only stream, we are stuck with a true issue. The problem is simple, so many can stream, and be done with it. Even allowing someone to download ‘for free’ usually does not yield results. They will go to A: streaming site instead of B: streaming / buy platform. Artists can beat their heads against the wall and still nothing will change. We’re all facing this trying time. The economy is partly to blame and streaming music is fully to blame. Being in my late 30s I remember when CD’s were the way of life, go to the store, buy a 15 dollar CD, come home and hope the rest of the album is as good as its debut single. But that wasn’t always the case through. We’ve seen streaming sites come and go in the last 5 years. When does it end? Is it ever going to help the solo artist, the unknown musician who not only pays to have their music uploaded to be streamed but gets back less than 11 dollars a year from streaming payments? Is this the future of music?

Wouldn’t it be nice if we could find a way to better ourselves? The full feeling of glorification knowing that your music is being downloaded ‘for free’ for sale, whatever. This issue isn’t being ignored either, musicians across the world are speaking out about the streaming war, in how unfair payment we all get. WEATNU Records only sells through weatnu.com and Bandcamp, because of this. Is there a reason to do more? Not really but let’s not be so negative for a moment. Musicians only want one thing, exposure, we’ve gone so low as to say we don’t even want money but money would be a good thing, at least the artist then knows they are being appreciated. We’re in a checkmate these days thanks to the large labels and their near ownership of these streaming services. It was said that some of the biggest players in the music mainstream made only 1000 dollars from 1 million plays through Spotify. Solo artists aren’t just starving to be heard, they are dying… How much longer before many simply give up? If someone doesn’t do something about this, many musicians who you use to know outside the mainstream will eventually fade away. Perhaps in the future someone will do something about this truly unfair advantage that these large corporations have over us. Oddly, you pay to be played, on these services. The truth of the matter is, you get paid peanuts and really what’s the use of any artist paying for a service they get nothing in return? These aren’t new problems, but they are continuing to be a real uphill battle for all of us.

As streaming services continue to tighten their grip on the indie artist, the indie artist continues to lose more money. Seriously.. no one can make it on 11 dollars a year. Some if they are lucky and have a decent fan base will make about 100 dollars a year from streaming. I take you to these problems because a lot of people just aren’t talking about it. An artist needs to sell their music, that’s their worth. Even WEATNU Records suffers from this, and since the label does not utilize streaming services, we in a whole are not part of the bigger picture. Fans do not buy music these days, they don’t have to, as many have said. It’s become an ever increasing battle that people don’t even buy CD’s or Vinyl, unless you release music that everyone likes. These words are dark, they are not sugar coated but they are in fact truthful. What happens when the majority of these talented artists do not tour? They do not sell.. It’s been said that if you are a touring artist, then you can sell your CD’s and tapes at the venue, people buy and go home happy. This abyss we call the Internet is eating us whole. Do you think there is an answer to this ever increasing problem called streaming audio?
Fans can listen forever on Bandcamp but never have to pay one dime. The simple act of charity is just not there, yet the artist needs your dollar to buy more equipment or food.
Soundcloud is now the leading service to change their policy, starting this year they plan to charge. This is just one more nail in the coffin wouldn’t you say? The solo artist or unknown band simply writes music for the love of it, that itself is their livelihood, it’s their dream to release the next album. Thanks to the artists themselves and the passion of their creation, we can at least go on hearing their music, free or not. The show must go on.

Almark#WEATNU Digital Magazine – March 2016.

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DIY / Electronic culture

Culture is an important part to music, as it dictates the direction of future music generations. Groups of people form together to make micro-scenes, one side you have Vaporwave, the other you have experimental / avant-garde, Synthwave, Synthpop and Dreampop. We’re living in a time where we no longer need to be fed music to find what we like; instead we search on the net. Indie music has always been the entrance to the underground. But the underground is far larger than the mainstream. Punk, Electronica, Techno, DnB, IDM. Have all come from the underground scene. There is a paradigm shift happening now, the Internet, social media and musicians can now form as one to share, over-share and saturate the virtual music scene. A flood of musicians pour into groups, forums, facebook, twitter and of course Tumblr at every moment. WEATNU is part of that culture, instead of filling it with confusing noise, it is filling the music world with an identity and culture #WEATNU culture. After nearly two decades we are seeing what Electronic music is becoming. The DIY scene + Electronic, is bringing to our ears, for the first time soloists in droves. Many of us who are in our 30s grew up listening to Grunge music and then later we broke away to find something different, thus the Electronic / DIY community began in our homes, apt’s, bedrooms and garages. Artists have to find ways to share their art, and WEATNU took that opportunity in doing so. Solo Electronic music is the future of music itself. The idea of the band is now a guy/girl on stage with a monome, ableton live, laptop and a small MIDI Controller.

But culture also encompasses the vibe itself, the DIY musician or band is elevated off the ground through their own promotion. Twitter becomes the manager, Facebook becomes the way to show others what you do and the list goes on. DIY culture is important because it tells another side of music history. What was born from the Internet after the year 2000 was this culture and it’s here to stay. WEATNU continues to discover and bring forth the greatest of these artists, their voices are heard from a great distance through the talent they display; whereas other publications and radio might dismiss their existence.  WEATNU is a culture all its own. An audience of fans waiting to hear something new and unique. The community of listeners become the culture and WEATNU is slowly becoming a hidden part of pop culture itself. In time it will be noticed by more and the artists who are both band and solo alike will have a platform to stand on and show their music to the world.

But there is more to the world of Electronic than DIY solo artists. WEATNU progresses through its search of the hidden artist, now pushing its way into the dance community. Holding together the experimentalist, producer, composer and finally DJ. Such a movement of avid artists creates avid fans. With the likes of labels such-as WARP Records and Ninja Tune, WEATNU is just as important as not only a movement but a record label as well. Net-radio continues to play the artists 24/7. For every new act that the DIY scene discovers, the music world continues to progress. And unlike the world of the mainstream, underground culture is always changing, always trying new ideas. Never holding to one thing for too long. It’s a raw, uncharted world that a person could never completely wade through and find every piece of music ever created. The Internet has become that world, now with endless artists doing something somewhere in any part of the world. Culture itself through the pop craze, or pop culture has always shaped a generation. The 80’s generation was shaped by MTV and British Pop, which later became more corp driven and started to lose its way well into the 2000’s. Experimental culture is once again showing up in the world of music. But the artists of tomorrow, the pioneers who are the next Gary Numan will come through the doors of WEATNU, or have already, and one more important part of underground culture will be noted in the history of music.  These DIY artists are important to music and the scene itself. We are seeing a new punk era forming right before our eyes. Thanks to the greatness of modern technology, and the Internet’s social media. Pop culture creates itself, naturally and WEATNU takes in the acts that are unnoticed and talented.

Almark#WEATNU Digital Magazine – Dec 2015

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The Internet: A modern record store

I can remember a time sifting through a stack of vinyl in a local music store while being able to look outside and watch the cars go by. Some unknown indie rock song would play on the speaker system, hand picked by the owner of the store. The feeling of holding a new artist’s CD in my hands or looking through an assortment of tapes in their plastic packages, you know, “they were white colored hard plastic that the front desk had to open.” Asking the girl at the front of the store if they had a certain artist, and being led to a bin to dig for that album, usually on tape. These were the 90’s, a time where the independent record store was floating happily above water, and all the while the major labels were booming. There was balance, there was a want for a physical medium. The feeling of ownership was burning in your heart when you entered through the door and heard the bell ringing above your head. A time in the States that I remember well…

The small record store was truly independent. Over time this commodity we all took for granted started to fade by the change of the millennium. The Digital age: where a store no longer meant a place where you walked in and spoke to a warm human but where large corporations fed you what they wanted you to buy instead of a select hand-picked assortment of punk albums or local indie bands. Tower Records and other traditional record stores began to fade and the major retailers became the place to buy your favorite music. But the music store, was it dead yet? The Internet is now being noticed more by non-tech savvy music lovers, than just your average nerdy stereotype. Or kids who use to play MUD on their college terminals, instead of studying for their mid-terms. Napster appears three years later and changes all the rules, and a demand for quick download-able ‘free’ media was born.

Over time companies started to appear, websites would join in this moving trend and apple iTunes became the leader in the digital market. The rule of the album was no longer valid, as now a song equals a dollar. Then something happens, a company called Bandcamp joins the world of digital music by 2007 and brings forth that old warm feeling of the record store. You are now able to create your own storefront digitally, set your prices and make a profit, with 0 overhead. “Something of a dream to most in the 90s who might have needed a second mortgage to afford a small store to sell indie music.” DIY musicians flooded the online indie scene by the first decade of the 2000s. Then one by one other digital websites appear and thus begins the streaming war. But today people still love that feeling of ownership,  and that warm crackling sound of your favourite vinyl album. Even tapes never lost their mystery to the new listener.

By 2012 and onward the craze to ‘buy’ music starts up again. What use to feel like a dying thing is now a demand to own ‘something.’ Record Store Day opens in 2015 and the entire world is faced with a demand for vinyl production but years after this need ended. While all this was happening, WEATNU appears and starts to come to the surface to join the indie scene. Ignored and greatly talented electronic artists become selected like soldiers in an army to join the ranks with the best musicians in the world. Then their music is presented directly into the light for a niche world to meet a niche musician and history is made. The indie scene comes in different forms and everyone is talking DIY. The artist and fan meet on social media and finally once again, thanks to the Internet and the love of music, the record store returns. And it might not be a place where you can go and pick up the band you love or ask to have your white tape seal removed. But since the online record store is here, we can have that warm feeling again when we buy music from a new indie artist. But something big is happening around the world, people once again want to own a part of the artist, and thats a good thing.

Almark#WEATNU Digital Magazine

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Impressionism or Pop algorithm

Impressionism or Pop algorithm? The Internet is a canvas for 10’s of 1000’s of musicians. It’s a post-escapism of styles, feelings and people who don’t believe a career should be set in stone according to money. Their career is spent making music. Their payment comes from those who listen to the art they present. Much like the Beat generation of the 1950’s, and surrealist movements. Artists have always been deep thinkers, and art is still very much alive today. We’re living in a time where the musician is no longer just a musician but a painter, a sound engineer and field recorder; the world is their canvas… The electronic portraits we as musicians create are otherworldly. And it takes a certain audience to behold this type of music. Escapism isn’t made for the masses to marvel at. If the masses wanted to they would have beheld Salvador Dali in all his grandeur. Each sub-tone, freq sweep, or melody is another brush stroke. While they combine past Electro influences with their own creations. Continuing to invent new patterns of sound.

Electronic music is an endless world of new ideas, styles, feelings and hidden motives. It’s a place much like the Punk underground, where people were using their guitars to make a political statement. The speakers guitar was his or her voice. Electronic music is so deep and unexplainable, it could be that this is the new classical era or even punk, only we as composers are using everything at our disposal to create music. An avant-garde if you will. And much like the past composers, so there are now hidden artists encompassing the endless web. #WEATNU is a hidden world in a way, where only they who are seeking to show their strange artworks to the world find us. #WEATNU is growing into something of a cult following, a select group of people who love post-modern things stumble into our realm. They want to go beyond the limits. In the past people would rebel by listening to things that were above the mainstream.

Many of our parents might have rebelled by listening to Elvis instead of Bing Crosby, Punk instead of Classic rock, Post-punk instead of Disco or Techno instead of New Wave. #WEATNU is that post-escapism that is happening today. A virtual “electronic underground” of sorts. Different musicians on every continent. #WEATNU rebels against post-2000 Pop and EDM, but at the same time urges it to be more open-minded and less monotonous. Yet you might wonder, “Why would you want to rebel against Electronic Dance Music?” Because it’s mainstream, it’s a wall that suits the masses. A corp giant that has become too big. It’s a set of rules that dampens the soul of what Electronic was meant to be. It keeps the unknown electronic musician from doing what they wish, and they are forced to adhere to the formula that gets old fast to become known. The underground musician does not care about barriers, they do not base their beats on algorithms or how many people they can pack into an auditorium. The music comes from the human heart. Something that electronic music has always done, but the masses were too afraid to find it, or maybe they did not have a map to the unknown. #WEATNU is certainly an experiment. A means to present all experimental musicians, synthpop, and many other electronic styles with a way to be noticed. From dark ambient to field recording avant-garde musicians and even noise. The masses may be entranced in their EDM, but #WEATNU is certainly paying attention to its many artists who aren’t afraid to go beyond the norm. It’s become a staple for the unknown electronic artist to gain exposure and will continue in the years to come.

Almark#WEATNU Digital Magazine.

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