As a music producer, Futch should have been devastated by the advent of streaming, instead he saw it as a challenge which he continues to face.
What’s your story?
I’ve been a music producer since 1991 and have taught music production and sound recording since 1994. I help music makers of all kinds write, record, edit and mix better songs at home by teaching them the timeless fundamentals of songs, sound and music production.
What excites you most about your industry?
Music has always been an exciting industry. In 1999 songs simultaneously became worth zero dollars and could also be distributed worldwide instantly for free. That changed everything and we’re still trying to figure out what the business looks like now, but great songs are great songs. AI has entered the music world and can generate songs and help with technical aspects like song mastering. I think this will continue to expand into new areas and, no, I’m not afraid that it will take my job.
What drives you in business to push beyond what other people consider normal?
I’ve realized that marketing and sales are difficult so the challenge for me is re-framing my knowledge and concepts as products in a legitimate way that makes sense for both me and the customer/learner/viewer. You have to stand out and be clear and concise with your message and brand. 20-year-old me is angry that I said “brand”.
What have been the most useful skills you have learnt and applied in your journey?
Life is just like the signal flow of electronics in a recording studio. Everything comes down to balance, clarity and simplicity from a memorable melody, to a perfect-sounding song mix, to any human communication or interaction.
What’s the best piece of advice you ever received?
“If you want to be a music producer start telling people that you are a music producer.” *Of course, the second part is that you also have to be capable of following through and actually producing the music.
Who inspires you?
Steve Jobs: The master of product presentation. Simplicity. Everything is in 3 parts including this answer.
What have you learnt recently that blew you away?
Ok, this was a few years ago. I was about 47 and I found out that pickles are pickled cucumbers. I honestly had no idea. I thought they were a thing called “pickles”. It still blows my mind and honestly, I still don’t really believe it.
If you had your time again, what would you do differently?
Every year as you get older you stop caring what other people think until you end up at 85 years old refusing to wear pants in public and yelling at the moon. I wish I had started doing that when I was 15 or 16. But seriously stop worrying about what other people might think.
How do you unwind?
Meditation. I started meditating for 8 minutes a day a couple of years ago and now I’m a certified meditation coach. Crazy. Right now you’re thinking “I can’t meditate because my mind wanders too much” Yeah, mine too.
What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your business?
Nobody cares about you, your product, your company or your cool logo. Nobody cares! People want to find ways to solve their problems and elevate their social status quickly and easily. Find a way to help them solve their problems. That’s your product.
Everyone in business should read this book:
“Think and Grow Rich” by Napoleon Hill
Shameless plug for your business:
Make Better Music! – LEVELS Music Production
Live Online Music Production Courses, Coaching & Community
How can people connect with you?
Social Media Links?
This interview is part of the CallumConnects series.