Pixelord & Acid Mafia (Hyperboloid Records). Interview
I can talk backwards. And I got up and went back backwards. About the free distribution of music. We are not against that, in general. And it is downloaded by people in any case. Because even if you bought it for 8$ You could just give it to a friend. Through Skype. And that’s all. You’ve distributed it. It is impossible to deny… It is impossible. This is exactly the same way, when cassette tapes appeared. and copying of cheap cassette tapes. I also copied cassette tapes. At that time there were old farts who tried to protect them. Then came the CDs – they began to protect the CDs. I have the Aphex Twin ‘Window Wlicker’ CD, write-protected. Oh, by the way, there were some kind of broken things
on these cassette tapes. On the cassette tapes… yeah, there were things. Ah, no. You can copy… What things? No. Well, the cassette tapes where not write-protected. Well, no. A lot of people were getting upset about the cassette tapes. Like, ‘The possibility of copying will kill the music’. However, I believe that you have to pay for the music. Yes. You just need to make it easier for people… …opportunity to purchase. Make it so that it would be easier for him
to buy music than download it. Yes. So he could have a motivation just to do it. Well, for example… I think it is all really cool now on Bandcamp. How it works. Very comfortable, very fast and easy to pay. But he must understand that he is supporting the artist now. Directly. If he will download it, then this musician will continue to make music. He will get some sort of micro-motivation in the form of dollars. He will buy a new synth and will do something. he will download a new plugin and will do a new track. Well, in short, he will be overjoyed. Yes. A lot of people don’t understand it. They do not even understand that it is possible, in principle. I think the most people don’t understand it, because they do not come up to Bandcamp. They stuck on some kind of ru-tracker, on these kind of sites where there is file sharing. Everything is convenient for searching
and convenient for downloading on them. But it is not a question. This is a matter of choice and awareness. Unfortunately, at the moment almost all of our releases are buying from abroad. Some our Russian man buys something very rare. Basically, all from abroad. Unfortunately. To my great regret. I honestly do not see any problems at all. We spread out our releases for 2 $ for the EP. You can download flac, wav. You can play it, dj it. And enjoy it. For $ 2. It is 50 rubles. 50 rubles – this is beer. So, you do not sorry money for beer. But… Beer can not be copied. Yeah, beer can not be copied. Well, it can be copied, but this is some kind of punk. Punk. Beer’s copying. Beer torrent. It is … Well, it is the unfortunate fact. But I hope that… Well, we are talking about it now, right? And I hope that at some moment more and more people will understand, that this kind of their material attention… some kind of a “proof of payment”. In total it will be a very positive influence. on our small music scene It is very small. Really. You can generally count on one hand those people who do something in Russia. Yeah, let’s count. Yeah, let’s count… by teeth. And partly it’s all happening because of the fact, that people here unconsciously got used to freebies. So, they are like, they are hipsters, yes. They all are advanced and super-trendy. Modern. But in this sense they are completely out-of-date. Freebie is so… I just remember ‘The Abracadabra festival’ where we brought interesting artists and generally just did all on enthusiasm, and ticket prices were also quite small. And people… people did everything just to get to it. They were making terms with security guard of the Expo-center. just to get in for half price. So it’s true that… To save 200 rubles. We don’t get these money, musicians don’t get these money. But security guards get them. And security guard will not do the festival. But I will do the festival. But I will do if I have money. Because I can not live without money. I need to drink kefir in the evenings, after all. Ok. Well, and in this situation… Well… Let’s say, just because people didn’t pay for festivals, I do not do this festivals so often. And, again, in general, something is missing on the market. On music market. Ok, well… As a result, we have made free entrance to the party. We think this will continue for some time. To gain some mass of people, who want to come. Biomass. Yeah, biomass. Smart biomass, maybe. Because we want to show what we can do and how we do it. And we want to have fun together. Who we are? The creative team? Well… Well, yes. Kind of it. Well, we are label, yes. We are label, a party and something that grows into something great. Into great. Yes. Well, we want to be huge. And to leave a huge mark in the history of music. Well, we want. That’s, yeah… This is, in general, the goal of any artist. And I think that artists, who deny the presence of this goal, they… …are insincere. No, I don’t think they are insincere. I think they just don’t realize, they are still relate to it like a child. This is not bad. It is just like it is. I think so. Perhaps they are just ashamed to say. Well, maybe ashamed to say. Well, in other words, it is not an ambition. It is such a wish. I would like it to be the intention. And it will be… I feel that the musical power is growing in me. And this is a very nice feeling. Well, cool! Well. And we’re just on a nearby street where it all began. We had a studio there In 2004. In which I lived. And a lot of junkies
and all kinds of musicians visited it. Need to cut it. Well, ‘junkies’ in a good sense. They are ‘music junkies’. ‘Music junkies’. Yeah-yeah. They came and played on different instruments. Recorded sessions. Even recorded some rap. I was making beats. We spent a lot of time there. It began in 2004. And then we invented Hyperboloid. And he grew up so sluggishly, and mutated. I do not know, it developed, and then it slept for a while. It even slept a couple of years. There just was not clear. for what to do it.. We just wanted to do the label. But what does it mean ‘do the label’ – it was not clear. What does it mean? What do we need to do?
How does it works? And we didn’t want to release crap. And so… And this is some kind of my own problem. Perfectionism. If I wasn’t hardly concerned about quality, then, perhaps now we would have more… more experience. The understanding of what to do came to me later. Just what to do… Experience accumulates with all these things. But if you’ll keep it inside of you and think something like:
“Oh, I am so cool, now I am going to release my thing!”. By the way. I remember, I read a book about music business. A long time ago. It called ‘Music is your business’. It was written by a man who own the ‘Elektra’ label It is the label who signed The Doors. Something like that. Wait… Wind. Yes. In that book. People write about their experience. And there were written that in the first couple of years there could be only one release. And there is nothing wrong with that. If you look at many of the labels. At those old labels, yeah. So with the attitude to the music that we have we need to release… In general,
we should release high quality music. In case if…. Well, that’s like Ninja Tune and Warp, too. Ninja Tune and Warp… If you will look at their discography They had some compilations in the early years or the only one compilation… In the first year. Well, we need to tell about our history a little bit. Our history is that we released a small amount
of things in the early days. I don’t know. Maybe once a year. CD… Then we had a CD, mp3… Well, we did some things. The CD, which unpacked very nicely. With some book. I don’t remember. We had the ‘Abracadabra’ CD. And then each of us was working on their own music life. On their own musical development. On their own project. And then each of us has reached some levels. in musical development as a project, as a personality. And we decided to get back to the label. To revive it. To wake it up a little bit. Because it fell asleep. It didn’t die, it just fell asleep. We need to say words on this point too. We have such a simple approach on our label. We don’t write texts. About our releases, about our parties. We don’t write any texts at all. Only some minimal things. We make a release, write the catalogue number. …there will be a party… Yeah, just ‘there will be a party, there will be some artists’. Just some facts. You know… We just realised that… …we are lazy… Well, you are lazy, yeah. But as for me – I don’t have enough time. And I’d better spent this time for a music then to a thinking, think up some banal words about music. Music is the language itself. And it is really weird, like sign language on TV. For people who can’t hear. And the same thing for people who can’t directly perceive music. So there are people, who write about music. And because of this a lot of knuckleheads begin to understand immidiately:
“Oh, yeah! They wrote about it, so it’s cool,. I need to listen!”. And especially if somebody like… like… How does it call? Trendsetter. Right? So if trendsetter said that it is cool, so that’s it. Everybody think it is cool. And begin to shake their head. И качать _______ Yeah… I was asked at the party… At the noize party… ‘Well, how does it all work on the label?’ Is there artificial person? Are there contracts?… And, by the way, this is also kind of activity which we cut out. Once upon a time… I remember I was trying to reach agreement with a very famous musician to make a release. I’d better. I better will not speak his name. Our talks lasted for about 3-4 months. My lawer, his lawer. And in the end these talks simply came into an impasse. Lawyers did not reach agreement because of some squiggles. And the whole process just rotted. And music rotted too. Well, no… But it could be so. Sometimes it happens. Well, if it was cool, it may not be rotted, ok. Yeah-yeah. There are such masterpieces, for which it is worth trying to negotiate even through 20 years. But, again… We are not such a big label at the moment to do such legally-advanced work. We sign a simple contact. It’s even more like a gentleman’s agreement by email. And we simply fulfill our obligations. Yeah, there is such a thing with cassette tapes. We made one release on cassette tapes. Like I said before. And these cassette tapes which got a second life. Because before that they were chanson or Viktor Tsoi. And we just recorded our music again. We changed stickers and added inserts. And so we got release on cassette tape. Why was this done? Well, I just like it. I like the fact that cassette tape could be released. And I could say that we have this type of release, do you want us to give it to you as a gift?
Do you want buy it, to sell it. We will buy it back from you and will sell it. We buy cassette tapes from you, record our releases on them… Oh, that’s the thing! I gave a lot of cassette tapes at parties and they were popular because it was a nice gift. Some kind of gadget which you can listen to. But also you can… put it on the shelf. Or hang on the neck, wear the rope into it. Or break into a fit of drunken rage after a party and say: ‘Look, I broke Pixelord’s cassette tape’, ‘He deserved it!’. So here we have such thing with cassette tapes. And now there will be one more release. Which will include 14 tracks. So, in fact, there are two full sides of music, as opposed to what we had before. We just recorded… Tracks just repeated one by one. Just two tracks repeated on one side until it was over. This is cool, actually.
You could listen to the whole two tracks Then change the side And it will be already from the middle, for example So you can just mix this way. Well, yes, this time we will fill the cassette tape with tracks. The next release. It will be so called braindance. Music that has a little modern roots. But mostly it is idm, braindance. It is so… So… I think, It will feel itself very comfortable on cassette tape. This is the right place for it. And also an mp3 release, of course. Digital. Because there will be not only mp3. There will be also flac and so on. We will be hand out these cassette tapes,
mostly at parties. We will sell something, If someone will order it online. We will sell it out from hands at home parties. No problem. We change to a blank cassette tapes! Oh, right! We will exchange them to old cassette tapes of ‘Tsoi’ and ‘Aquarium’ which we will mutate into a cool cassette tapes. ‘Corrosia Metalla’, ‘Aria’. We need to make the list of what we accept. We can not take the Russian pop music. because it will overwrite poorly. Yeah, bad karma. Send us your demos. Need to talk like this: ‘Dear kids! Send us your demos to the address, which is written here. Right here, yes. We will listen to them for sure. And we will delete them. We will not delete really cool demos. And we will just pay you a lot of money and will release it. And after that we will not get a penny from the sale. Yeah, that is the way it happens, really. But we just want it to be released. We want a lot of things to going on in this point. So like they say in the Airborne forces:
‘Who else if not us!’ So cheers for the Airborne forces! Yeah.