“Would compliment a night of love making with a whale on the back of a crystal.” is how one reviewer responded to my debut album “Metafiction” back in 2009. “Metafiction unfolds into a complete, enveloping environment of Blade Runner glamour, of loosened gravity and of sleek hi-tech luxury.” said another review in The Word.
glamorous as all this seems, my debut album came and went, drifting
into and out of the collective consciousness with little furor or commotion.
A few years went by and a few other single and EP releases happened (with generally positive responses), but the time has come to make another solid dent
on the world. The world of emotional electronic music that is. In the form of my new album, "Fading".
Hello. I'm Alex.
I produce deep, emotive, electronic music under the alias DFRNT, and I would really love to let you hear my tracks, and consider helping me fund this second album.
You can listen to a selection of my other forthcoming tracks on my Soundcloud as well as clips all over the web (youtube, facebook, spotify etc) and I will be working on a short mix of tracks from the album to go online soon, so you know exactly what you're funding!
The Story Of How I Got To Here
I have been producing music for a good few years now and since the very beginning i have been keen to support the scene. It has been one of my main aims all along. It has seemed oh, so futile at times (especially being up in Edinburgh, a city not exactly well known for its burgeoning electronic music scene) and there have been points where I've almost put everything down and said "you know what? Forget it, I'm off to take up modelrailways." - but something has kept me going. Something that manifests its self in all the beautiful tiny relationships that you build up as you get to know more people and as you connect with others through the common interest of music. Not even specifically electronic music. Something that urges you to produce music when you have a spare moment, and something that just gives you a sliver of faith in music and what other people are doing with it and for it.
I have, for some time now, run a blog called SittingOvation, where I showcase new and upcoming artists and releases. I provide honest opinion on new releases that I enjoy, and i try and put new and exciting releases in front of people so that they can support the artist, labels, organisations etc. This only costs me time and effort.
I have been running a fortnightly podcast called Insight for a year now, which was built on the premise of supporting thie best tracks from those I had been sent within those two weeks. I'd like to think that has helped a number of artists get recognititon, and a good number of people find new and exciting music. This takes up one out of two Sundays and costs a bit of bandwidth, and time to promote.
I briefly ran a physical magazine called Modus, which was aimed at helping the scene, providing insight and opinion on relative issues, as well as things like extensive help/tutorials on how to send your music to labels and other producers, and how to craft an online presence. The "dub-etiqette" article has subsequently been made sticky on a popular forum, and continues to help those who struggle to get their music out there. The magazine was a large undertaking. Bigger than I expected, and so it has been shelved for now, although issue 1 is still available.
I have been running a free net-label called Cut now for over a year and have been putting out completely free releases to as many people as possible, under the premise of helping new artists reach a wide audience, and providing the audience with good, well written and packaged music for absolutely nothing! This costs me quite a bit of money to do, in promotion, sometimes mastering, and bandcamp credits. it also takes time, and effort to run and curate releases, but it's always worth it when you see people getting satisfaction from the music, and artists getting well deserved credit.
I have also been running another more regular paid-release based label called Echodub for a few years now, and it was started because I wanted to give new and unsigned artists a platform upon which to build. Somewhere they could release an EP or two, and move onwards and upwards. A humble cause I felt. We are reaching a fairly good audience now, although there is still much work to do to build us up to a comfortable level where I make any sort of return on the money I put in, but it's a goal - and I always have strong ambitions.
It is on Echodub, which I intend to release my new album. It will be Echodub's first ever physical release, and hopefully a real milestone for my projects. I expect it to take Echodub to the next level, and allow people to take the label more seriously. We previously tried to launch a vinyl EP, but weren't able to secure funding for this (wasn't aware of IndieGoGo!) and so the release was subsequently picked up by Skint's sub-label Under Fives and released digitally. A disappointment for the label, but ultimately a great release for the artist involved, so I have no problem with that, aside from slight disappointment in not getting to support it fully myself.
So in my quest to help people and further the scene, and on my limited travels while DJing in the UK and USA I have met people, and helped people, I have tried as much as possible to connect people, give people feedback on their music, talk to them about anything they may want to ask and so forth.
So now I feel it is my time to call on the scene, my friends, my extended family and anybody who has felt that my endeavours have perhaps not been as futile as I had felt at the time. I'm asking you to help me with my project. I'm asking sincerely and as humbly as I can, and I'd like to give you as much back for helping me as i possibly can. Without you, I am next to nothing.
My new album, "Fading" has taken around a year or two to make. It is a collection of musical pieces which I have produced electronically, but with inspiration, and influence from real life, real emotions and real people. It is a piece of work that I am very proud of, but also one which, in seeing any degree of success will ultimately be very humbling.
I don't strive to be famous, I don't want to tour the world and play to packed crowds in stadium venues, I'd just like anybody who listens to my music to enjoy it. I'd like them to feel like they have discovered something beautiful that they want to continue to listen to.
The tracks range from ambient, dub-techno style pieces, through deeper bass music, to tracks stylistically similar to house or techno, with plenty room for genre-hopping in between. That's not to say it lacks consistency - there's an over-riding sense of consistency, but one track to the next, you should inevitably find another path through my world of production.
The album is a 12 track body of work. It is currently in the final stages of mixdown - I'm just making sure to get all the audio levels and EQing right. This is a crutial stage.
Once ready, I will be getting the tracks mastered. I have a very good mastering engineer lined up, who I have worked with for some time now. His mastering work is second to none, and I trust him to make sure that my sound is fully realised.
Primarily I'd like to release this album on CD - which is a format which I think it suits best, and one that is commonly recognised, accessed and so on. I'd also like to support this with a digital release of the tracks, for those who wish to get the music that way.
Depending on the level of funding I managed to accummulate, will dictate my next step however. If I manage to get my full funding target, I intend to press a 2 or 3 track 12" vinyl release ahead of the album launch. This will be 1 or 2 tracks from the album, plus an additional track or remix, which is to be decided. This will be done as a precursor to the album release and will likely be released a few weeks prior.
Following that I will release the CD into the world.
I already have a distributor for my label Echodub, and they have agreed to distribute physical product - so this is something already in place, and ready to go.
Promotion is by and large my own responsibility. Provided I have a good chunk of investment for production, I'm happy to put my own money towards promoting the album, and I have been doing fairly extensive promotion for previous EPs on both Cut and Echodub, and with a strong mailing list, a good set of industry contacts and a plan for promoting to large publications and press contacts i feel that I can push hard and get some great results in this department. If there is remainder of budget for the project I will be putting that in to making sure the promotion is on point.
What I Need
So, ultimately I'm looking for the money to do a few things:
- Master the tracks
- Press and promote a 12" precursor release
- Press and promote the "Fading" CD album
I expect mastering costs to be around £200 - £250
I expect production of the vinyl for 500 pieces to come in around £1200
I expect production of the CD product at 1000 pieces to come in between £800 and £1000
So as a result I'm looking for $5000 which is around £3,100 (at time of posting) which will allow me to cover mastering, pressing of both products and leave me some remainder to put towards promotion. if this means a small PR campaign with a company, or printing of materials, or even just finding the delivery of an email to a few thousand people, then this will all help.
I am also willing to put in money from my own pocket. i regularly contribute to costs of running Cut and Echodub, and so this is no different. I fully expect to get involved with contributions.
If i don't reach my target, then here's my stages of fall-back.
First to go is my promotional costs - so I can still do the vinyl EP and CD release.
Second to go will be my vinyl precursor release - I will still release the CD
If I don't get enough to cover CD costs, I will re-consider my opions here, and will either end up saving long and hard to put the release out in a year or two, or look at options to reduce amounts, printing options, or packaging options. If it means releasing in a regular CD case as opposed to a digipack, or 300 instead of 500 - then those decisions will need to be considered accordingly.
What You Get
What you get in return for helping me, aside from the ultimate satisfaction and a slightly lower bank balance is any potential combination of things, depending on your donation level.
I should make it clear that I want to be as generous as possible with this project, so if you feel your donation deserves more than I have assigned to that level, just let me know. I don't want anyone to feel like they're getting done out of money here. I truly believe in giving you what you deserve for helping out.
As well as the obvious copies of the album and or EP, both physically and digitally, I'd like to put in some pretty interesting additions, and I'm also hoping to pull from my other resources to fulfill these rewards.
Best refer to the sidebar for your reward details. Your donations will not go un-noticed.
Other Ways You Can Help DFRNT:
Firstly, there's the sharing tools build in to IndieGoGo - use them as you wish.
Other ways, are limited only by your creativity. Ideal help would be some of these options:
- Mention the campaign on your blog
- Mention the campaign on your Twitter, Facebook, Tumblr or MySpace
- You could email your friends a message about it
- I'm open for interviews, and can supply any graphics you may wish to have
- I can create unique written content, and any sort of long-winded plea you may require!
- Do you have an event? Get your MC to spit on the mic for me.
- Canvas your neighbourhood
- Make hand-written flyers and scatter them round your local town
- Billboards and plaquards in any location
- Write a stern letter to your local member of parliament or congress
- Write a song about my campaign
I'll be blogging, twittering, facebooking, networking, MSN and AIM messaging, emailing and talking about it to as many people as I can (without becoming a pest that is).
Facilitator of all things