Archipel Musique launches Archipel Soundtracks

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  • The Montreal label will launch a conceptual subsidiary aimed at experimentation in March.
  • Archipel Musique launches Archipel Soundtracks image
  • Montreal's Archipel Musique, home to releases from artists like Jesse Somfay, Niederflur, and label head Pheek, will launch a conceptual new sub-label called Archipel Soundtracks in March. Instead of traditional A&R, Archipel Soundtracks uses an innovative online system to shape the music it releases. An Archipel-designed tool will randomly generate "concepts" for artists to work towards, and also provide specific guidelines dictating what they can do with their music (and how) in an effort to maintain this concept. The idea is a direct reaction to what the label sees as a lack of meaning and cohesion in track-oriented releases. The label will be based on a model of membership and community, with a feedback system allowing for comments on work within the project. The release infrastructure will move from there once projects are deemed finish, the details of which will be confirmed on a case-by-case-basis. We recently talked to Archipel Musique head Pheek, who gave us more details on his new project:
    Who exactly is this project aimed towards? Various people, from musicians to music lovers and eventually, photographers. Whenever I talk to music lovers, we always talk passionately about conceptual albums that left a huge impression on us, but there's not enough of them in the music world. We thought we should create a label designed to release conceptual albums or EPs. Mainly, we're looking for adventurous, non-conformist music producers of any genre, with minimal experience levels (we believe new producers often have a more raw approach), who are willing to be confronted with challenges and a way to get outside of their routine. For more jaded artists, perhaps this platform will be perfect to help them reconnect with what made them want to make music in the first place, produce music they forgot that they could do. As for listeners, we expect ambient, experimental lovers to be the ones into this, but also anyone into (really) weird techno (or house?) should look forward to Archipel Soundtracks. We also would like to have a number of experimental pictures to be part of the artwork, so the process might be applied to photography as well. What kind of "limitations" and "directions" will you be imposing on the projects? What's the purpose of these exercises, and how much control will the artist have over their final product with these factors in mind? We have created an online tool that, once it knows the environment of the artist, generates a complete document of what the release would be. It's the reverse creative exercise: as if someone would write a document describing your music but this time you have it before the release is created. The titles, for instance, are generated randomly, as well as a global theme/mood (e.g. tribal, spacey, groovy, intricate, etc.), number/duration of tracks, BPM, and so forth. The technical details are taken off your hands. There are global themes and limitations for the release itself, such as guidelines for samples, effects, production techniques but there's also more precise indication per track (e.g. no reverb on this track, track has to be 3/4, no kicks, etc). As long as you respect what's on the document, you can do whatever you want. We have also the option of letting the tool generate a date for a deadline. The pressure of a deadline can foster even more creativity. Some crazier people can even ask for the 24-hour deadline, to make as much music as possible in that short period of time. So far, the feedback from the beta-testers has been more than positive! As they report, the project seems rigid but at the same time it creates a feeling of freedom. To be guided brings you elsewhere, to places you didn't think of at first, and for a label who asks for no censorship in the final presentation. The idea is to break some rules and not to worry about sounding like someone else or any label, to give the artist room to sound like himself. How will the finished projects be distributed? The main idea of the label is to focus on the process more than the final result, and this is a work in progress. Digital will surely be part of this, but since everything is part of a concept, the distribution method might also be selected randomly or use alternative approaches. We would like to have limited, custom-made artwork and CDs as physical release options too. Since we want to establish a community, we plan to have a way to present tracks to the community, where people can post comments and compare the concept on paper with the final product. This is a huge part of the fun, because sometimes artists will play with the instructions given there to make their work even better, which is what it's all about.
    The first record on Archipel Soundtracks is slated for release on March 1st, but due to the nature of the label, that's about all the info that's available on it at this point.
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