Ino ndi nthawi yomwe oimba achikazi amalamulira nyimbo kuposa kale lonse: Ndikupatsani Beyoncé, Rihanna, Taylor Swift, Katy Perry, Lady Gaga, Jennifer Lopez, Jessie J, Adele, Florence ndi Machine yake - osatchula osauka, achisoni Britney ndi saga yosatha yomwe ndi Madonna. Awa ndi amayi omwe nyimbo zawo zili pamwamba pa ma chart padziko lonse lapansi, omwe malonda awo amagulitsidwa mpaka kufika pa zisanu ndi ziwiri ndipo, makamaka chofunika kwambiri, amamvetsetsa kuti ntchito yoimba nyimbo ingakhale yochuluka kuposa kungoimba nyimbo. Mwachitsanzo, Rihanna amasintha mafuta onunkhiritsa ngati wogulitsa m'sitolo. Jennifer Lopez amachita m'mafilimu akuluakulu ndipo amawonekera pa American Idol. Jessie J ndi woweruza pa TV yaku Britain ya talente ya The Voice. Ndipo onse amathandizira kugulitsa chofalitsa chilichonse chomwe amachiyika pachikuto chake.
Koma - ndipo izi zingawoneke ngati funso lopusa - chifukwa chiyani tsopano? N'chifukwa chiyani pali akazi ambiri ojambula zithunzi kuzungulira? Ndiponsotu, m’masiku oyambirira a zaka chikwizi, oimba achikazi sanali otero: nyimbo zinali zokhudza gulu loimba la rock boy. Coldplay, Maroon 5, Green Day - onse anali ndi mphindi yawo padzuwa. Komabe, ogula amatopa msanga, motero madipatimenti akuluakulu a A&R adayamba kuyang'ana kwina. Ndipo pamene, mu 2006, Amy Winehouse (ndi Lily Allen ku UK) mwadzidzidzi anadzaza chikumbumtima cha anthu monga mankhwala omwe sitinkadziwa kuti timafuna, iwo amaganiza kuti apeza yankho. Mnyamata wina wa A&R, yemwe anali ku Sony, adandiuza kuti zilembo zimayang'ana mwachangu kuti asaine oimba achichepere achikazi chifukwa, malinga ndi iye, anali otsika mtengo (mmodzi yekha wa iwo) komanso osavuta kuwongolera (palibe thandizo kuchokera kwa gulu lonse. , kuphatikiza, mukudziwa, ndi atsikana chabe). Munthu wosauka. Muyikeni mchipinda ndi Beyoncé et al, ndipo amakhala akungolira pamene amamukakamiza mawu amenewo.
Sinthani mbiri
Popeza kuti kwa zaka zambiri anthu ambiri a A&R akhala amuna owongoka, ndizosangalatsa kulingalira kuti ndi mkazi wamtundu wanji amene amapeza mbiri. Ziwonetsero ngati American Idol zikuwonetsa kuti pali oimba ochulukirapo aluso kunja uko. Pali mazana, zikwi, okonzeka kuyimba mitima yawo ndikugwedeza dziko lapansi (kapena TV Loweruka usiku wapadziko lonse lapansi). Koma owerengeka okha ndi omwe angapange - ndipo zikafika kwa akazi, kwa zaka zambiri okhawo okongola adadutsa pakhomo. Chifukwa chake oimba achikazi amphamvu kwambiri pamakampani ndi nkhandwe zozizira kwambiri, akazi okongola omwe mawonekedwe awo angakupangitseni kugonjera asanatulutse mawu awo.
Chifukwa chiyani izi? Ngakhale kuti imadziwika kuti ndi mlendo wopanduka, rock and roll yakhala ikulamuliridwa ndi msonkhano ndi archetypes. Anyamata oganiza mozama, anapiye achigololo, olimba-kuposa-okonda ma hip-hopper, magulu onse a anyamata ovina oimba: zitha kuwoneka ngati nyimbo zikungokhalira kumveka. Wojambula aliyense amalowetsa mubokosi lopangidwa kale. Zitha kupangitsa wokonda nyimbo kukhala wokhumudwa, kupatsidwanso chidwi china chatsopano chomwe chili ngati chakale, koma chometa tsitsi lamakono.
Ndipo muyeso wa bizinesi ya nyimbo kwa woyimba yekhayekha ndikuti ayenera kukhala wokongola. Zedi, pali ojambula omwe amagwira ntchito kunja, akazi ena, kuchokera ku Siouxsie Sioux, kupita ku Peaches, kuchokera ku PJ Harvey kupita ku Deep Vally. Amakonda kusewera ndi maonekedwe awo, kugwiritsa ntchito kugonana kwawo kuti atsutse kapena kufotokoza lingaliro linalake. Koma ngati mukufuna kuchita bwino pama chart ndiye kuti mukonze bwino. Ganizirani za Celine Dion, mkazi wowoneka bwino komanso mawu odabwitsa. Atazindikira kuti ali wamng'ono, mwamuna wake/woyang'anira anamuchotsa pamalo oonekera pamene anali ndi mano, tsitsi lake linawongoka ndikugwiritsa ntchito Chingerezi chake: kukweza zithunzi zonse kunali kofunikira asanaphwanyidwe ndi anthu ambiri.
Kupita Gaga
Mwa akazi khumi omwe amagulitsidwa kwambiri nthawi zonse, ndi Lady Gaga yekha amene amasokoneza malingaliro awa. Gaga amagwiritsa ntchito mawonekedwe ake ngati mawu: zovala zomwe amasankha, zopakapaka ndi nsapato zonse zidapangidwa kuti zidzutse ena osati, 'ooh, sakuwoneka bwino'. Mwa kudziveka ngati chojambula, amatilepheretsa kumuweruza ndi misonkhano yotopetsa yamasiku ano ya kukongola. Iye ndiye chisonyezero chamoyo cha momwe malingaliro ena, odana ndi kukhazikitsidwa - amachitira anthu ogonana amuna kapena akazi okhaokha monga owongoka; Azimayi akugwiritsa ntchito matupi awo momwe amafunira - alowa m'gulu lalikulu. Koma iye ndi wosiyana.
Komabe, poganizira za kutengeka kwawo ndi zomwe zikuchitika, kodi izi zikutanthauza kuti madipatimenti a A&R akatopanso, kuti ojambula azikazi okhaokha sangakhale otchuka kwambiri? Ndimadabwa. M'badwo wa digito wapangitsa kuti bizinesi ya nyimbo ikhale yodzikayikira yokha komanso kukoma kwake kodziwa zonse. Ogwiritsa ntchito ali ndi ufulu wambiri wopeza nyimbo kuposa kale: samadikirira kuti amve nyimbo pawailesi, amapunthwa ndi ojambula pa YouTube, kudzera pamasamba anyimbo kapena mabulogu. Ojambula okha samadikirira kuti asayinidwe asanatulutse ntchito yawo: Tinie Tempah, mwa ena, adatulutsa matepi ake, opambana kwambiri, osayinidwa ndi Sony. Izi zikutanthauza kuti zilembo zazikulu zakakamizika kukhala omasuka kwambiri pankhani ya malamulo awo osayina. Ngakhale zaka khumi zapitazo, zochitika zakunja monga James Blake sizikadasainidwa ndi wamkulu: koma ali ndi zilembo zake, zomwe zidatulutsidwa kudzera ku Universal.
Pozindikira kuti okonda nyimbo ali ndi malingaliro otseguka kuposa momwe amaganizira zakakamiza zilembo zazikulu kuti zigwedeze malingaliro awo omwe analipo kale - ndipo mwina ndi iwo, malamulo omveka bwino okhudza ojambula akazi okhaokha. Chabwino, zikomo kwa izo. Ndikwabwino kuganiza za zilembo zomwe zikuyenera kusinthanso malingaliro awo kwa oyimba achikazi. Otchulidwa Quirkier monga Lianne LeHavas, Laura Marling, Savages ndi Haim akuyamba kutchuka. Onse ndi okondeka koma samadzigulitsa pa maonekedwe awo. Ndipo Lady Gaga ndi Lagerfeld-baiting Adele, zopambana zonse, zikuwoneka kuti zikutsutsa malingaliro akale. Sizikuwoneka ngati kukopeka kwa pop ndi akazi kwatha.
BBC
