“You suck” is probably not going to get the best performance out of an artist when you are not satisfied with it. Yet it seems to be the go to when fresh new producers and A&R’s are working with an artist. One thing I have discovered in my travels is that you don’t give feedback to get the artist to give you a better performance or verse. You give feedback to fix the problem, not the artist.
We all know artists have egos and they are sensitive about their music. You would be to if you showed someone something that came from your mind that you felt was the coolest thing ever and someone disagreed. Displaying your art takes courage and vulnerability so you as a producer should recognize that. While working on an artist’s debut album he told me that he had gotten a guest verse from another that he felt would work for this particular record. After I heard it I knew this wouldn’t fit. The song was about meeting a chick at an exclusive club and taking her home. The guest verse was more about popping bottles and throwing money than showing attention to any women and to be honest it came across a bit silly. Same setting yet the verse made it appear the guest artist wasn’t even part of the story let alone the same club. So instead of just calling the artist and saying, “this isn’t any good, change your verse” I gave him the full picture. This was important because the artist was in Boston while we were in Brooklyn recording so they weren’t working on the record together in the same room. Being in the room and vibing with the artist is very crucial but that can’t always happen. The guest artist understood and went to go re-write his verse. Unfortunately, the record never came out but never the less everyone walked away feeling good.
Here’s the two points that need to be made from that situation.
- ) Never say anything that could lead to a bridge being burned. Keep in mind, I may be producing the record but the song was a collaboration between two artists. The last I should be doing is causing a wedge between the two because of my feelings. Its not about just my vision, its a total collaboration and its my job to make sure to get the best out of everyone. I’m no one’s father nor should I ever talk to someone as though I am. Address the problem, state what needs to be fix, and do it again. Its about the record, not you.
- The feedback should come across as you’re delivering a solution, not criticism. Please keep in mind that for every one fan an artist has there are at least 10 people who have told them in some way that they aren’t any good. I have seen artists tour an entire state to only come back home with a few fans. Imagine spending money and time on your vision only to gather a few more emails for your mailing list and nothing else. Be the one person they can rely on for the solution and the truth. Be honest, but fair.
After I told the artist what needed to be changed and why he thanked me. Its not because he actually wrote a much better verse, that’s subjective. He thanked me because instead of trashing his creativity I simply told him to create another in a different direction. That was three years ago and we still have a great relationship today. Be the person people can rely on to deliver a solution. If the artist can trust you for that, you’re on your way to making great records.
Be like water….
