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Jay-Z has been making his rounds to speak on the demise of Auto-Tune, from his point of view. KRS has been doing the same. With alleged come-back tracks on the way from other artists, Jay had to recently explain what originally made him take a closer look at how Auto-Tune was changing the way people viewed the culture.
“I just think in Hip Hop, when a trend becomes a gimmick, it’s time to move on,” Jigga told Chicago radio station WGCI earlier this week, echoing statements we reported on yesterday. “I saw a Wendy’s commercial and they’re using Auto-Tune. They’re joking on it. It’s like, OK, enough of that. … It was a trend. It was cool in the beginning. Some people made great music with it. Now it’s time to move on.”
Marco Alpert, VP-marketing for Antares Audio Technologies spoke on his product, telling SongsforSoap.com that their will always be a need for his product in music. He also said that their company had no problem with what is being said about its product or how it is used in the Wendy’s ad.
“We’re thrilled to have our brand out in the general world of pop culture. When it’s made it into Wendy’s commercials, we know that we’ve definitely moved beyond the rather rarified boundaries of the professional audio-technology world. Controversy is good for the Auto-Tune brand, and kind of fun to boot.”
source: http://theurbandaily.blackplanet.com/music/auto-tune-responds-to-jay-z/
I think the Auto-Tune guys are ass because they’re making money off of something that was not meant to be used the way it is used. The great thing about technology is that it can fix errors. The bad thing about any technology is when it’s abused.
Hey, how about another really cool trend? Real singers using real voices without alteration? Sometimes even a bad song I would ignore on the radio sounds nice, just because it’s no-wat-al cho-wo-py-YEE-yee-YEE with Auto-tune.
I’ve said this elsewhere, but the most disgusting about Auto-Tone is that we’re experiencing it in real time. When the trend is over, we can at least look back at it and discarded. For now, it’s just another year of audio suffer-riNG-ing-ING.
I decided to listen to my area hip-hop radio feed and was surprised at the amount of music that had some form of Auto-Tune used. It got hilarious after a while. The thing is, the use of Auto-Tune isn’t just in hip-hop. It’s practically everywhere, though at times it might get hard to determine. I still say that when abused, it comes off as a toned down, cheap version of Roger Troutman/Zapp…
Thanks for this, Great post.
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