An Interesting Interview From 2015

Rebecca Ebhardt and Michael James at NAMM Show 2016

Rebecca Ebhardt interviewed me for Glyph last year. Rather than focus on technology, she chose to get into philosophy, motivation and pragmatism. I am pasting the piece below because it contains solid info for anybody coming up in the music business, as well as for veterans who want to remain relevant.

Plus, if you know me personally, you may learn something new about me.  Enjoy the read!

Interview With The Talented Michael James On Producing, Finding Success, And The Roads That He Took To Get Where He Is Today

---

---

 By Rebecca Ebhardt

How Did You Start Producing And What Gave You The Motivation To Continue?

Short answer is “I was in the right place at the right time.”

The story behind the answer is more complex.  I was an emancipated minor at age 14 and mostly homeless for about six years. I saw my way out of that kind of life by endeavoring to be an athlete or scholar. I was hell-bent on earning a scholarship and I got a full ride to UCLA. I loved writing songs at the time. I was writing a lot of poetry and thought it would be cool to turn my poems into songs. I picked up guitar and began learning jazz. Two years later, at age 19, I landed my first record deal, the result of a $15 demo tape. I had some hits on college radio, which as that time was a big deal–it was vibrant and meaningful, and contributed to the success of some great bands like REM and U2. One day my manager showed me one particular chart that listed four of my songs in the top 10.  That was pretty cool, even though I had no clue how to leverage the buzz into greater success. I thought I was going to be a famous rock star. But, by age 25 I was washed up, and then at 26 I accidentally produced a hit record for NY rockers Too Much Joy.  It began as in indie release before it was picked up by Irving Azoff’s major label Warner-funded venture, Giant Records.  Giant had me add a couple more songs, made a video featuring LL Cool J, and I was off to the races!

My motivation to continue through all the ups and downs is simply that I love making records with creative geniuses who view our world from a different perspective that we mere mortals do.  If this wasn’t my job, it would be my hobby.  It’s an exciting way to spend the precious hours of my life.

The record business is portrayed in the media as glamorous, but it can be brutal and merciless. Even if you were born with prodigious talent, you need to devote countless hours to developing your God-given talent.  And I’m no exception, even after 34 years.  Although I was in the right place at the right time–more accurately, in the right place enough times–whenever I have a day I’m not booked, I still go to work and I woodshed new techniques. I keep a list of mix-related problems that I’ve encountered, and I work through them to add to my bag of tricks.

In the early 2000’s, when Pro Tools became ubiquitous, I embraced the new digital technology, and developed the skills to be equally competent in both the analog and digital domains. Early 2002 I made the jump to full time mix specialist. Now I typically mix a song a day, 250-ish days per year.  I love the work and the lifestyle.  As long as there are innovative artists and technologies in the pipeline, I’ll continue to be motivated.

 

Did You Have Any Doubts That You Would Be Successful?

No.  I didn’t have a safety net, so I couldn’t afford to fail.  At UCLA, I was initially a pre med major and realized I was very unfulfilled by traveling such a rigid predetermined path. When I realized I was a creative improvisor, I walked away for a bit and focused solely on music. It pretty much fell in my lap (though I had to work hard), but I did return to UCLA and switched to Third World Development Studies. I was thinking the whole time “why am I doing this? I am not going to work for Peace Corps, World Bank or IMF.” I realized I loved music and it’s a God-given gift–not everyone has this opportunity, so I figured I’d see where it goes. My only other distraction at the time was racing bicycles–I raced at the world championships once, but racing was my avocation, not my bread and butter gig. It was a fun to contrast to the crazy record business.

 

How Did You Build Contacts And/Or Clients?

By age 25, I realized my artist career ran it course, but by 26, I was a producer with a hit.  In the interim, I decided to become a session guitarist and keyboard & drum programmer. I was pretty good, but there was a snag: I didn’t have a car so I was relying on other people to give me rides to get to the studio. One of my buddies was billing $350 a day as an engineer, and splitting it with a recording studio 50/50. I thought, “Hey man, I want that, I can really get ahead making $1k a week”.  At that time I was still attending UCLA by day, so I would go to the recording studio after midnight with my night-owl friends. They would play their instruments and get free recording time while I learned how to use all of the recording equipment.  I was eventually ready to work prime time sessions.

Bands who recorded at our studio, Radio Tokyo, got great results at affordable prices. We didn’t care about how much we earned; we just wanted to get in the game and prove that we could play ball as well as the big leaguers. I was basically the guy who was working inexpensively for $35/hr. for these bands who didn’t have a pot to piss in. These were bands like Jane’s Addiction, Jawbreaker, The Bangles, et al. Consistent results and a fun, exciting working environment ensured the development of solid relationships. Eventually I just got a great reputation where word of mouth took over and I was booked 8 months in advance. It was never about money. If I make people feel good about their art, they’ll come back again and again, plus they’ll refer their friends. I’ve been working with some artists since 1984. That said, I’m always out there meeting new people and exploring new challenges. You must regularly reinvent yourself and refresh your skill set because when you fail to evolve, you go the way of the dinosaur.

 

What Are Some Of The Biggest Mental Tools You Can Obtain To Be Successful In This Field?

First: Let it go if someone doesn’t like you.  Always treat people with respect and do your work with integrity and a high standard of excellence.  Do that, and you’ll sleep well at night with the knowledge that, if there’s a problem, it’s not due to anything you did.  Avoid dwelling on the haters; instead focus on the folks who appreciate and love you.

Second: Let it go if someone doesn’t like one of your epically awesome ideas.   Just say, “Alright, no problem,” and mentally file the idea for future usage. You’ll have a new tool in your bag of tricks. No good idea is ever wasted. One day there will be a perfect opportunity to use it.

Third: Remember that it’s not your record, it’s the artist’s music.  My goal is not to impress my engineer friends, but rather to impress the artists.  They need to know that I’m helping support their vision, not mine.  Nowadays I don’t have to think creating a testosterone driven “Kick Drum of Doom & Remorse” sound as much as I think about serving the artist. Treat their craft with respect and make the listener focus on the song and the emotion of the song, not the kick drum that will blow your colleagues’ minds.

Fourth: KEEP IT FUN! If you aren’t having fun, you won’t inspire artists to continue working with you.  You’ll live a healthier life, and you will attract others with your positive energy.

 

If You Can Come Up With The One Habit That Could Possibly Ruin Or Stall A Person’s Career, What Would That Downfall Be?

Two things: Bullshit and disrespect.  Always be truthful, humble, attentive and courteous.  It’s a privilege to work with an artistic genius, so be present and don’t take any opportunity for granted.

 

Maintaining A Successful Career Takes A Lot Of Work And Commitment. How Much Time Do You Dedicate To Your Work?

My life and my work are commingled. I absolutely LOVE what I do, so my work is integral to the person I am at the core. It doesn’t define me, but it permeates everything to some degree. I work 250-ish days a year, and shoot for 8 hour days.  Even if a mix takes only half that time, there’s plenty of ancillary work to be done, from taking meetings and generating sales to woodshedding new techniques.  Same net hours as a full-time job, but more flexibility…  When I leave the studio, however, my brain shifts out of work mode and into “balanced life” mode.

 

Is There An Artist You Want To Work With That You Have Not Yet Had The Chance To?

Where do I begin? (Laughs out loud.) My favorite artists with whom I haven’t worked: Neil Finn from Crowded House, the guys from Steely Dan, Jonatha Brooke. There is another artist who I hope reads this; Butterfly Boucher – she did a cover of Bowie’s “Changes” for the Shrek soundtrack. I met her in person and I remixed a couple singles for her when she was an Interscope artist. She’s a consummate musician and arranger with prodigious talent and a unique point of view. She really gets it.

 

What Is Your Favorite Equipment To Work With, And What Makes It Reliable And Easy?

Favorite brands that give me a competitive advantage when I’m mixing:

Manley Labs, Dangerous Music, Chandler Limited, Tonelux, Avalon and Empirical Labs make the indispensable analog stuff for me. Focal Professional makes my studio monitors.  Tom Anderson builds my guitars; Mesa/Boogie builds most of my amps (I’m using six of them in the studio today!), but I also play a rare George Alessandro High-End English amp and I’m really into Joe Morgan’s custom shop stuff.  On the digital side, Pro Tools HDX, SoundToys and UAD plugins, and Eventide Harmonizers are essential to me. Those things are consistently reliable, plus I have developed relationships with the people involved, who encourage feedback to constantly improve their products. Some of those people, like Bob Muller at Dangerous, EveAnna at Manley, and Paul Wolff (ex-Tonelux and API) solve problems long before I become aware of them. I’ve been known to pick up the phone and ask those guys if they have a solution to a problem, and they’ve already built it into a piece of gear that’s been living in my studio for several years.

I’ve used several brands of hard drives, but my go–to for the past 14 years have been Glyph. I must have had two dozen 10,000 rpm Cheetahs that I would hot-swap as needed. They were so bomb proof that I didn’t retire them until 2-3 years ago. I was supplementing with GT series, because I could run less expensive 7200 rpm drives and get virtually the same performance as the Cheetahs.  I have dozens of GTs in the studio.

My current preference is the new Glyph Studio series. I love using the Studio Mini and the Studio RAID. I have three 1TB Minis because they spin at 7200 rpm and they are buss powered via USB. They’re robust and convenient in the field with a laptop; they’re conducive to pre-mixing tracks on a plane.  I’m actually working off of them instead of merely transferring and archiving.  In my control room, I have three Studio RAIDs.  They inspire confidence because I know my solid backup plan is immediately more robust and the drives handle whatever I throw at them. I don’t need multiple work drives anymore with my Pro Tools sessions; I stripe RAID 1 on the 4TB and 8TB devices. The data are simultaneously written to two different hard drives. If one fails, I can send it to Glyph for hassle-free recovery and repair or replacement. At the end of the day I back up to 3 different places. If it’s something I care about, it has to be in 3 different places.

It gives me peace of mind to work with Glyph. I expect all hard disk drives to fail eventually, but there’s no need to worry or stress about it. I use and rely on Glyph so that I can proactively evolve rather than passively sitting around like a dinosaur waiting for the meteor to hit.

MJ with studio boss, Rosie.

Recording Studio Tip: Discovering Your Unique Guitar Tone with Chandler Limited Pedals

Sometimes the best way to be heard is to whisper instead of scream. Similarly, many of the most compelling recorded guitar tones in history are all about subtlety instead of bombast.

Over the years I’ve learned that lowering the gain of guitar amps in the recording studio (relative to the extreme high gain settings preferred by live shredders) will make heavy tones more articulate, and therefore more expressive. Diming the gain provides sustain, but destroys dynamics.

The trick to unlocking your unique tone is to find the amp’s sweet spot that allows you to clean up your tone when lowering the guitar’s volume knob and/or playing with a soft touch, and, with the same amp settings, enabling the amp to growl, sing and bark as you turn up or play harder. When that happens, listeners will be able to identify you by your unique dynamic touch, stylistic nuances and technique, regardless of your choice of amplifier or guitar. Chances are good that you will immediately sound like a more expressive player if you’re typically a high gain junkie.

Today’s tone tip is about how I use Chandler Limited’s two hand-wired boutique guitar pedals, the Little Devil Colored Boost and the Germainium Drive, to enhance my tone. Both are capable of screaming, but I prefer to use them more subtly. Because I already have, in my opinion, great tone that balances the fine line of crystalline chime vs ballsy growl, I don’t want to radically alter my tone. Sometimes I want just a little bit more of what I already have. A little bit more sustain, girth, drive… with a small bit of coloration to make the sound bloom with more character when I step on the pedal.

Although the Chandler pedals are designed to respond differently to each player, guitar and amp combination, I seem to always end up in the vicinity of my personal default settings, regardless of my amp and guitar choices. If you already love the sound of your rig, try my settings and let me know what you think.

From left to right, here they are.

Germanium Drive:

Highs – very bright

Germ Drive – 4.5

Feedback – 4

Boost Range – full

You’ll notice that my settings of Highs vs Boost Range meet in the middle ground, complementing each other to provide a nicely balanced tone.

Little Devil Colored Boost:

Boost Range – mids

Color Boost – 4

Feedback & Bias – 6 (or 5 for more bite)

Highs – very bright

As a subtle alternative, I sometimes switch the Boost Range to full and lower the Color Boost to 2.

I find that these settings tend to work on both my clean and crunch tones. Although similar in aesthetics, the Germanium Drive configured in this manner is a bit more dynamic and clear, while the Little Devil sounds relatively thicker and more macho. If the former is the equivalent of adding a tasteful rhinoplasty to your tone, the latter would be like adding a butt lift to it. Pardon the metaphor—it gets the point across.

I do in fact use other pedals with more extreme settings to create contrast in my palette of tones. Needless to say, you can, too – you don’t need to throw away all your other beloved pedals in pursuit of an idealistic, boutique, hi-fi tone. That said, it really is worth the effort to go down this road and find a pedal that allows you to retain your unique sound, while tastefully enhancing it. You can be even more of what you already are!

If I find some extra time this week, I may bang out a quick home-brewed video to let you hear what I’m describing. If so, I’ll update this post.

Friend-Sourcing, Part 2: Good Press and Brand Building

Full page feature in Pro Sound News, courtesy of good karma.

What a wild ride the summer of 2015 was! Great music, great bicycling, and great press. My life was in the groove. Plus, thanks to the #1 record, the time was ripe to ask my friends to help me further build the Michael James brand.

In the “new” record business, many folks believe that you don’t make money from record sales, but rather from “building your brand.” For the sake of this post, let’s not worry about what to actually do with said built brand after you build it. Instead we’ll focus on one specific way to raise awareness of your brand: “friend-sourcing.”

In my case, I made a point of engaging with my fans and clients since my first day on the job. I like to think I have some good karma and good will in the bank. Maybe enough to cash in, in the form of enlisting the help of my friends…

My plan? Mobilize the troops to create a renewed buzz about my current success stories, with the goal of expanding my client base.

When one attempts to do this beyond the local grassroots level, one typically (and wisely) hires a publicist and a street team. I, however, decided to friend-source. I called my friends directly to ask for their help.

This decision was not motivated by financial considerations as much as instinct. My gut told me that folks who knew me would be happy to treat me with the same enthusiasm, kindness and generosity that I showed them. Plus their efforts would be genuine, not manufactured.

I was right. Everybody I asked delivered…and there’s a reason.

I’ve always believed that healthy relationships are balanced with respect to both giving and receiving. I strive for this equilibrium.

As an example, Wade Goeke of Chandler Limited made it (relatively) easy for me to buy his products. After each purchase, I inevitably needed support in the form of consultation to ensure that I was able to get the most from his pro audio and guitar products. As we became more familiar with each other, we became professional friends. Not only would I provide real world feedback from the front lines, I would also take a genuine interest in his life—and he in mine. I recall sending him an emotionally uplifting song, Light On The Horizon, when he was facing a difficult challenge. He was very appreciative, and sent a heartfelt note to me, explaining that the simple act of reaching out was exactly what he needed to remember that he was not alone.

So, Wade was happy to help when I asked him if his social media maven could spread the word about my scene in a mutually beneficial manner. By publishing a feature about the role of his products in my workflow, he would be attached to a current hit while I would tap into his network of fans and customers. Win-win.

Several other pro audio sponsors followed suit, including Dangerous Music, Manley Labs, and Glyph Technologies. Their efforts, in turn, led to features with SonicScoop and other prestigious publications.

Meanwhile, I pondered who among my journalist acquaintances might have a reason to pitch a story to their editors. Clive Young, of Pro Sound News, used to publish a fanzine, Joy Buzzer, that was devoted to NY rockers Too Much Joy. Clive interviewed me a couple times about my role as Producer of TMJ’s major label debut album, Son Of Sam I Am. To this day, he and I remain devoted fans and friends of the band, so we share a bond that only TMJ devotees would understand. Long story short, I pitched him a story. Because Clive is a really good guy who genuinely enjoys helping others, he found a way to turn the idea into something even bigger and better.  He determined that we could break it apart into five separate features that would dose the Michael James story across several months instead of a one shot deal. Win-win again…and again.

Friend-sourcing ensured that everybody had a reason to help me. All my friends genuinely want me to succeed in my endeavors. By the end of the summer, I had been featured in around a dozen new, unique, significant publications, both physical and digital. The exposure was huge, and it opened new doors to opportunity.

I highly recommend friend-sourcing to anyone who is serious about pursuing or maintaining a career in today’s record business.  For it to work, however, it is imperative that you give at least as much as you take. Remember: people will want to help you if you demonstrate that you want to help them.

* If you’d like to read Friend-Sourcing, Part 1: Getting By With A Little Help From My Friends, click on the link. And stay tuned for Friend-Sourcing, Part 3, which will be here sooner than you’d expect!

I was a customer at Dalbir Sidhu’s restaurant, and now we’re friends. He’s become an evangelist for my mixing services.

Artist Endorsements: To Free or Not To Free?



People frequently ask me how to get artist endorsement deals. My answer typically begins with the question, “Are you sure you want one?” Two clichés come to mind. 

1. Be careful what you ask for because you just might get it. 
2. There’s no such thing as a free lunch. 

That said, I’ve been very happy with my various artist deals over the years. The reason is that I only endorse products and people in whom I believe. Further, they believe in me, in part because I’ve proven that the relationship is a two way street. 

I’m willing to pay for everything I endorse. Guess what: I do! Frankly my artist accommodation prices are discounted, but the only time I get free stuff is when the manufacturer feels that I’ve gone above and beyond the call of duty. Even then, I still offer to pay because I need the flexibility to use whatever I want, whenever I want. 

In the photo above, my friend Shawn Wayland (left) and I are in full Serious Cycling regalia, representing our race team from 2014. We believe in the sponsors and we feel that they, in turn, represent who we are as racers and members of society. Kitting up in the team colors made us perform at our best, and reminded us that we were part something bigger. We were in fact ambassadors, evangelists and rolling billboards. 

That’s great news if you believe in what you represent. It’s why we look so genuinely happy. 

Imagine for a moment that we were wearing free clothing plastered with something that is the opposite of what we’re about. Let’s say cigarettes. Wait…how about trophy/sport hunting of wildlife on safari? It sounds outlandish, but it’s entirely plausible when you add a large pile of cash to the equation. 

Okay, let’s tone it down and use a couple more realistic examples: guitar amps and lifestyle apparel. How would you feel if Peavy (nothing wrong with the brand—just using it as an example of a non-boutique manufacturer) was paying you consistently for exclusively playing their amps when your heart was into Mesa/Boogie or Fender? Remember that the amp is a reflection of you and your values. Or what if you licensed your artist brand to a clothing company or designer who expected you to rock the socks pictured below at all your photo ops?



Nice, right? Dress for success, baby! In case you’re wondering, no, I did not lose a bet. I did this in service to you, my faithfully devoted readers, to illustrate the point that you better believe in whatever is attached to your name. Plus, I’m always up for a good laugh. If you can’t laugh at yourself, you have no right to laugh at anyone else!

Anyway… the best artist deals for me are the ones that are mutually beneficial. They encourage both parties to actively engage in bettering the other guy’s life. Over the past ten years I’ve become good friends with Bob Muller of Dangerous Music. We’ve never signed a piece of paper, nor discussed an artist deal, but we are allies. Whatever you want to call our relationship, it works for both of us. We both help each other on myriad levels. Bob solves problems for me before I know that they exist. I’ve called him to ask if he knows how to deal with a new issue, and he’s literally said, “Yeah, just press this button and you’re good to go.”

Bob knows he can count on me for honest feedback and sometimes manual labor. I’ve been the talent at several events/workshops/seminars to demonstrate how I use his products on a daily basis, and how they improve the quality of my life. Even though he’s offered appearance fees, I will never accept them. That’s how powerful our symbiotic relationship is. 

Edit

I have the same attitude toward Manley Labs, Chandler Limited and anything that involves Paul Wolff. These guys step up for me, so I do the same for them. Some folks forget that companies are not faceless entities, and that they are in fact collections of individual people who have the same basic needs as you and I. 

The upshot is that it’s important to represent products that represent you. Do you really want to eat, sleep, drink and breathe [brand x] in exchange for a few dollars? That is the question.  When you get past the financial perquisites and focus on the ways that you can be of service, the right endorsements will organically find their way to you.