How can the current generation of electronic music producers stay authentic in a highly saturated market? In the age of social media, when viral content strategies and empty traffic drivers often take priority, Born urges artists to remember the importance of music itself.
“I notice people play some songs and then immediately turn to marketing or promote them on TikTok,” Borne says. EDM.com. “I think people forget that the most important part is the music and creating a story.”
The 22-year-old's sizzling performance of the musical production? Today's artists need to “let the music speak for itself.”
“There's a lot of 'dopamine hit' content out there, which gets people interested for a certain period of time, but then they lose engagement,” he explains. “Trying to create a story and focusing on the production itself is the most important part.”
With so much content constantly seeking attention in an endless stream of ads and memes, today's listeners struggle to focus for more than a few seconds. So he felt it was paramount to call his musical pseudonym something classic and timeless, and eventually turned to his own surname to derive his pseudonym.
“I was trying to find something I wouldn't regret in five years,” he says, laughing.
He felt a moment of humility and coming full circle come over him in May, when he appeared in a mix for the deeply influential UKF brand. As a teenager, UKF's releases framed their approach to electronic music through the lens of timeless tunes from dubstep luminaries like Zeds Dead. Appearing on a mix alongside the iconic duo made it even more meaningful, he said.
He then released his 140 BPM dubstep powerhouse “Control” via UKF in September.
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The artist's exposure to electronic music in his teens “triggered the curiosity factor,” inspiring him to play with Virtual DJ and eventually purchase his first controller. From there, he began experimenting with music production around the age of 14.
Originally from Montreal, Borne attended the city's beloved ÎleSoniq music festival, but had never attended any other major festival until Shambhala last summer. That event was also where he played his DJ debut.
He says he was initially drawn to rave culture because it sets the stage for a full spectrum of limitless self-expression and creativity. He was also inspired by the level of teamwork involved in taking the overall vision of an event from an idea to a reality. To produce a successful event, a variety of factors must meet at a point of creative collision, including visual art, sound and stage production. That process intrigued him.
Discussing festival culture and the overall spirit of dance music, Borne said he is captivated by the “family tree” of influences stemming from industry pioneers who paved the way for EDM and its subgenres, creating a textured network of innovation and interconnection.
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Those layers of innovation and inspiration ultimately led him to experiment intensely with his style and sound over the past eight years.
“When I started, I used to stack things and put a lot of layers because it made them look bigger and louder. Over time, I learned that less is more,” he explains, laughing at the “chaotic” start to his discography.
“I experimented with everything and I think it's important for every producer to do so,” he adds. “Dip your toes into everything and then find out what you really enjoy doing.”
Now, Borne describes his signature sound as “minimal” and “bass-oriented.” Their goal is to infuse every arrangement with a heavy dose of intention, from bass to percussion and everything in between.
The producer's work is paying off. His style has led him to important performances, such as an upcoming set of headlines for Atlanta collective DEF and collaborations with some of the biggest names in bass music. Of all his recent collaborations, he says that his unreleased song with PEEKABOO, one of EDM.comThe best music producers of 2023 mean the most.
“I have delved deeper into the 140 style, deep dubstep, which is one of [PEEKABOO’s] specialties. It's always nice to work with like-minded producers,” he said of producing the long-awaited ID. “It was like, let's do whatever and make it natural. I was also very grateful that he brought me to be a part of the Denver show at Mission Ballroom. “I felt very grateful for him bringing me out and sharing love and support.”
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Looking into his metaphorical crystal ball, Borne embraces change for the music industry, such as the influx of AI. He said he can imagine certain AI applications benefiting young aspiring music producers.
“It would be cool to use AI to break down projects, like showing how a song was made or how individual sounds were made. If technology like that was a tool when I was younger and trying to learn, it would have been extremely beneficial because you would learn faster, in rather than just figuring it out yourself.”
However, he is aware of the dire aspects of generative AI in the world of music production.
“The goal of music is the humanized effect,” he explains. “You see how many different options and sounds there are, because it goes through our ears and it's very personalized. If someone goes into making music through AI, it will be algorithmic and you can see exactly what will happen. The possibilities are different.” It's endless in that sense. I feel like people will recognize the humanized songs, but we'll see.”
Leaving aspiring producers with one last piece of advice, Borne says it's crucial to “learn lessons from failed attempts.”
“I firmly believe that music speaks for itself,” he says. “Remember, even if it sounds bad, the whole process you went through to make that song has probably taught you a lot. Try to find small wins. It doesn't always have to be like the end result. Try to create a story so people can follow it along with the music.”
Stay carried:
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