Recently an email from Native Instruments (NI), a music technology company, appeared in my inbox. NI occasionally sends out ads for its products, limited time discount offers, software updates, and so on, and as a NI software owner I always happily read these emails and then ignore them–unless we’re talking about the software updates, in which case I go and follow the links. Such is the nature of electronic music technology: once you buy into a brand, you’re constantly “attended to” by the company and encouraged to buy and update more and more. In this way, the lines between consumption and production and advertising are not only blurry, but overlapping too.
But back to that recent NI email. It was a promotion for NI’s successful hardware/software rhythm instrument, Maschine. I wrote about first experiencing this technology “in the flesh” (“in the plastic”?) in a blog post here last year. In this Maschine email, NI included a video of a musician using the instrument to improvise a sample-based music. The musician is Mario Galeano who lives and works in Colombia and leads the group Frente Cumbiero. (I’ve just begun listening to them.)
The video is interesting for a number of reasons. First of all, Galeano is a combination of record collector, DJ, composer, and musicologist-historian who uses his love of traditional cumbia music to inform his electronic music making. This leads to me to a second interesting thing, which is that Galeano’s music isn’t your run of the mill electronic dance music. Rather, it’s built on syncopated samples of acoustic instruments from old cumbia records. Galeano’s music sounds–to use a clichéd way of distinguishing a music–more organic than synthetic. And this, in turn, may also be a by-product of the third thing that makes this NI video interesting: Galeano’s improvising on Maschine’s squishy square buttons to perform his music. At 2:10 in the video, we seem him play around with audio samples from old records from the 1960s and 70s.
It’s for these reasons that this NI video is such an effective promotional tool. It’s about a seductive technology, sure, but this technology is socially situated in a real musician’s life and naturalized by being shown to be a practical help to his ways of working– helping him sample old records and then play back those samples in what Galeano describes as “a very tactile way.” The meta-message? If this piece of gear helps him do all that, imagine what it might help me do?
You can read more about Galeano and Frente Cumbiero here.