On the tube at present and had a thought…

Certain types of music, fit best with specific situations. For instance. I am
Listening to the new Editors album now. Headphones on. I think it’s quite uplifting… But if I heard this out in a public situation, I mean a bar, not a gig, I think that it wouldn’t be uplifting but almost depressing.

My point is, the way we consume music affects our perception of it. Is it because the ‘norm’ or the expected music in a bar situation affects our take on how good it is or what we take from it? E.g. Uplifting or not?

… So how does this tie into marketing stuff, that I normally talk about?

Simple really. People respond to things, be it messages or advertising, in different ways depending on their mindset or situation. We need to think about the consumer, what they will be doing, even thinking, in the situation they are in when they hear your message.

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I have found a new free legal music service named Jamendo. Artists get paid by licensing an a 50% share of the advertising… full details on their site.

Jamendo is a community of free, legal and unlimited music published under Creative Commons licenses. Share your music, download your favorite artists!

This is a great new model for music, in my opinion. As mentioned in my previous posts it’s time we looked at the music model and worked out a better way of making money out of music. Labels spend a fortune trying to stop the music being pirated, if it was free and revenue was generated via another model distribution for one is cut out of the equation. This will allow the common consumer to share music with friends, meaning that truly great music will become popular, not just the music with huge financial backing.

This is the sort of service I see developing and more music publishers taking up. Embracing the web without fighting it.

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First off I have to say I have always been a massive fan of Royksopp… huge fan! The are Scandinavian warriors, dressed is super chicware, a hint of coolness and have an obsession of making some of the most creative music ever.

‘What else is there’ is one of my favourite tracks ever made. So I have massive hopes for the new album ‘Junior’, really excited to hear it, with fingers crossed for some amazing music.

As I listen, my notes and thoughts in their blunt rawness…

1. ‘Happy Up Here’ – Really like this one… It is a Radio 1 style track, user friendly, non offensive track. Happy Happy music. Very Very similar to ‘Eple’ their Melody A.M. HIT! This will help get them back into the mainstream, not because its a generally commercial track, its just good! One of those you hate to like after it gets abused and overplayed on Radio 1.

2. ‘The Girl About The Robot’ – Disappointment, huge disappointment… I couldn’t even finish listening to it. I don’t want to talk about it. The only track of theirs I don’t like.

3. ‘Vision One’ – Silky smooth track… bang on 5:00 mins long. Maybe I am in a funny mood from the last track, but again not massively feeling this to start with. I will flick to track 4 to see what’s next. Ohhhh do like the backing track, not so much the vocal. The bassline and synth is awsome on this!

4. ‘This Must Be It’ – Reminds me of some of their earlier work, same vocalist from ‘The Understanding’ by the sounds of it. Will do a Google later to find out. Probably my favourite track so far.

5. ‘Roksopp Forever’ – That’s better, hunting synth, stabs, vocals… Cinematic vibe. This is the Roksopp I remember. They key change threw me a bit… really quirky track!

6. ‘Miss It So Much’ – Loving the fast passed beats in the background! This is one thing these guys always do well. The child like vocal takes a few second to get used to, but again bucket loads of quirkiness.

7. ‘Tricky Tricky’ -This is awesome. Royksopp with some new sounds and vibe, as the album progresses so does their sound and what they are doing. Liking this a lot! Nice vocals with some depth and thought. 6 afraid of 7 as 7, 8, 9. My new favourite so far! Love the change at the end!

8. ‘You Don’t Have A Clue’ – Reminds me of their previous stuff… Its going to be hard to top ‘The Understanding’ but there are definitely a few strong tracks on this album. Enticing vocal on this track, the strings come in on a perfect cue!

9. ‘Silver Cruiser’- The start of this is classic Royksopp. Seems to be one of the instrumental tracks… this album seems to be a lot more down tempo than the last. Appropriate title! A very Cinematic track.

10. ‘Truth To Life’ – More upbeat, deep vocals, big big room sound! Love the drums and the changes in the track, baseline is great too. The vocal is almost eerie but memorable at the same time… Hooky.

11. ‘I’ts What I Want’ – High hops for this as the intro seems to have struck a chord with me! Loving the vocals as they come in, with the complementing synth that fills the track. Between the vocals sections a catchy melodic, bleeping synth… does a great job in separating the track and providing a break to drop you back into the vocals. The harsh sound effect in the backing works well to add to the track.

All in all there are some strong tracks on this album, there seems to be a cross-section of old and new styles. Music simliar to their 2001 album with’ Happy Up Here’ to an almost new wave ‘Tricky Tricky’ finihsing off with a classic Royksopp ‘I’ts What I Want’. Although there is a track that doesnt work for me, the rest are pure Royksopp and you have to give it to them, unique in their own right!

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Squirrel Juice is a random name I came up with after throwing ideas around with a friend. We spent then next 30 minutes working out how to juice a Squirrel and trying to imagine what it would taste like. It was decided that it depends on the method of juicing.

This blog was created as a place for me to start a “Conversation and all that…” about topics of interest to me in relation to the internet, music, marketing, virals, ARGs, social media and random content that is good, yeh.

Just like a 10 year old just say why to everything!

If you want to contact me please email info (at) squirreljuice.net

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