Wednesday, July 6, 2022

Interview With Aubrey Whitfield, Creative Talent, Music Producer, Songwriter & Singer

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1- Hello Aubrey, can you please tell us a bit about you?
Hello! I’m a Music Producer and songwriter based in London. I am currently one of the most successful female Music Producers in the UK.

2- What are your focus areas and why?
I produce artists from all around the world, some are signed to major labels, some are independent artists. I would say I am first and foremost a songwriter so I also write, and co-write, a lot of the time.

3-How do you describe your music in few words?
Modern electronic pop with an 80s twist

4- Where do you think the work is making an impact?
Because female producers are so rare I have an important role to play in promoting the role of women in music. So I do presentations at colleges and I do all I can to raise the profile of female producers and engineers. It will take a while before cultures will change and more women go into producing roles, but my recent success is starting to encourage some women to at least explore the possibility of carving a career for themselves in the technical side of music creation, which is great.

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5- How did you build up an artistic spirit, do you believe you were born with it or you developed it?
I get asked this a lot by people and I think it’s a combination of both. I was born with an ability to write melodies and construct songs and I tapped into this talent when I was a very young child. But it’s been hard of years of practice, studying, motivation and self-development that has brought me to where I am today. There is little value in having a talent if you are not going to nurture it.

6- Tell us about your style?
I’m very good at building relationships with clients and communication is a vital part of being a producer. So it’s always my aim to make the artists feel comfortable in my company and to explore who they are as an artist. Producing is so much more than creating a song production, it’s about communication, development, and support and that’s something I offer in abundance!

7- Do you think your mindset has anything to do with your success?
Absolutely. The music industry is a brutal place to work. I’ve been ridiculed, I’ve been turned down by labels, I’ve been told all kinds of negative things over the years. This is commonplace, unfortunately. My mindset is quite strong because my passion for creating music is so powerful. If you believe in yourself enough then you can take on board constructive criticism and use it to improve your skills and then go on to have a career in the music industry. But you have to be thick skinned and so incredibly dedicated to being able to make a living from music.

8- If you could turn the time, what would you love to do in regards
to your career?
I wish I’d have become a music producer when I was younger and gone on to study audio engineering. Instead, I was focusing on becoming a rockstar! I wanted fame and fortune. Little did I realize that I could have carved a successful career as a music producer in my early 20s. But you find that a lot of music producers were once artists or in bands and then developed the skills and experience to become producers because it is quite a hard job. You generally have to be an advanced musician and songwriter to be able to produce at a commercial level.

9- What are you most excited about at the moment?
There are a number of artists I am producing who have the potential to be superstars. So I’m excited to watch them grow under my wing. I have also recently set-up my own record label, Xube Records, which has been established to showcase the music of the artists I produce. So that is quite an exciting venture and I’m looking forward to seeing the label expanding.

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10- The last word or final thoughts?
I see too many artists who think they will get signed up by a record label if they do a demo of their song and send it off to the record labels. 99% of the time this approach will fail. Artists need to work with a producer to develop their sound and then concentrate on building their fanbase. Once the artist has a developed a unique sound and obtained a large fanbase, the record labels will come knocking.

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Noelle Elia
Noelle Elia
is a Financial analyst at PSPC. Graduated from Telfer School of Management, Finance/Accounting with interest to Entrepreneurship and New Media.
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