Wednesday, 26 September 2018

Johnny on the spot

Interview with guitarist Johnny Marr, from MI-Pro, 2012

Guitar hero Johnny Marr has spent the last few years putting together a signature Jaguar model for Fender, which will hit shops this year. Ronnie Dungan visited the former Smiths, Modest Mouse and Cribs guitarist, who is now full-time with his own band The Healers once again, at a studio in Salford to find out how it all came together…
Marr's new Fender Jaguar is a labour of love
The UK MI trade perhaps doesn’t know it, but it owes a lot to Johnny Marr. When it comes to influencing and encouraging a new generation of guitarists –  and therefore a new generation of customers - few have done more in the last 30 years.

History records that Brit pop was all Oasis and Blur, but those haircuts, that attitude, those guitars? Johnny Marr. Noel Gallagher’s transformation from guitar tech to guitar hero? Johnny Marr. The Smiths captured, lyrically and musically, the elusive and much-vaunted ‘Englishness’ of Brit Pop long before Damon Albarn found out he was born within the sound of Bow Bells.

Another facet of Marr is that he is comfortable, indeed, he loves, the role of guitar hero, in his own understated way. Traditionally it has been bluesers and metal-heads that have had the monopoly on guitar obssession, but while you would struggle to find much in the way of soloing or noodling in the Marr canon, he is as much a guitar freak as any from what he would call the more ‘Harley Davidson’ end of the spectrum.

And it’s his genuine passion and immersion in certain parts of guitar culture which he has brought to the creation of his new signature Fender Jaguar.

The honesty, graft and integrity which has underpinned much of his work has been applied to the creation of the new model, which has essentially been some six years in the making, ever since his own love affair with the Jag started.
"Got any riffs?"

“I started playing Jaguars in the summer of 2005 when I joined Modest Mouse,” he says. “That was just some strange quirk of fate or destiny, because the first night I was writing, my guitar wasn’t really cutting through at the time as I wanted it to.
“I was using a Telecaster because I just figured I would bring over a guitar which was pretty much all purpose and I thought I could do pretty much what I do on a Telecaster. I still love ‘em. I noticed that Isaac, Isaac Brock, [Modest Mouse, lead singer] had a beat up old 1963 black Jaguar amongst his rack.

“So I pulled that out and at the same time he said to me, very forcefully, ‘have you got any riffs?’. And I had this riff in the back of my mind [plays Dashboard] and it just felt really good on this Jaguar so we wrote the song in about ten minutes.”

“And then the rest of the night I just stuck with that guitar. And I was thinking about it the next day and quite looking forward to playing it. I got it and I fixed it up and gave it some love and I just started playing that guitar almost exclusively and I immediately realised that it kind of sounded like I think I’m supposed to sound. It steered me in a way that was good for my playing and very exciting for me. And sonically I really loved what it was doing. So that got my interest in Jags going.”
It's a jangle out there

The popular, but false, perception of Marr is as a bit of jangler, sixties haircut on head, Rickenbacker in hand. But Rickenbackers only ever featured for about 18-months on the Smiths’ first tours. The truth is that Marr has never really been reliant on one guitar more than any other (Strats, Les Pauls, 355s, Teles have all figured). Until he became a Jaguar aficionado, that is.

“The record we made was really successful, so there was a lot of touring, lots and lots of shows and I was around the culture where I was able to get Jaguars and Jazzmasters quite easily and cheaply for those days and I started to put together out of a few Jags that I had, the idea of the ultimate Jag for me. And getting rid of what I call the unwanted conditions while maintaining all the stuff that I really love about them.”

So the Fender signature was being designed before they even asked him to do it, essentially. And as anyone who has ever played a Jaguar will testify, he couldn’t have picked a more…idiosyncratic guitar to get to grips with.

“The very first thing I noticed from being a Jag player and all Jag players notice this (and naysayers complain about it), is that the strings pop out, so the first thing every Jag player does is put a Mustang bridge on, with Mustang saddles in there.

“The vibration of a Jag, which is one of the things that makes it so great and adds to the sound of it, causes the grooves that keep the bridge in place to move. And the only ones that don’t do that are ones that have been stuck with gunk and dirt and age and rust. So I got a couple of new ones, reissues from Fender, and I ended up trying nail polish… Loctite and Superglue even, won’t keep it from vibrating such are the vibes in this guitar.

“And I had this thing where I would do 12-14 shows and I would get to a sound check and go ‘what is that sound? What is that high-end digital clipping? It’s horrible’. And I would go through all my pedals, go through my leads and after about the eighth time I did this over a period of a few months my tech said to me, ‘it’s the bridge, every time’. The last thing I would try. The next time it would happen I would still go through all my pedals, still go through all my leads. And after a while I did go ‘shit man! It’s the bridge every time’.

“Believe it or not, the solution that we arrived at, which is much fatter screws and crucially that sit in these little plastic tips that stop them spinning around, took about 18-months of trial and error. Seriously, you think that we had a problem and you sit down and brainstorm and then two hours later you come up with this eloquent, simple solution, the only way you come up with those solutions is to come up with three different types of bridges that went right.

“So we had ones that had little locking heads that stopped the screws turning round. For the longest time, I was playing one of the prototypes. It had a screw in bottom and then it had a second screw on top keeping that one in. And we thought, bingo! We’ve done it.

“And it was only when that solution still was a problem - and this is over a year’s work - it was ‘what the hell are we going to do about this!’”
If you build it...

It could have been that the guitar obsessive in Marr had bitten off more than he could chew in endeavouring to improve such a complex machine, but it meant that the end result is not merely some label-slapped model with a nice colour scheme and some custom knobs, there’s a lot of the guitarist in it as well as his signature on the headstock.

“The guitar has taken four years. I didn’t design it in Fender. I designed it with me and the guy who does my guitars over 300-400 gigs with Modest Mouse and The Cribs. It was me playing and then I’d say to my tech ‘OK. On the next one give me the prototype’.

“Nothing quite gets you to make a decision quite as well as when you are stood in Madison Square Garden, 10,000 people, and the neck pickup is wrong or the bridge pickup is wrong. You make a decision very quickly. And I was doing that all the time in Modest Mouse, constantly using different Jags and going ‘the neck on that one is not quite right there’ or ‘that A-line neck right there’, ‘that’s a really good pick-up sound, give me that tomorrow’. All the time working with Bill Puplett who fixes my guitars and an engineer called John Moore all the time building that guitar and saying to Fender, ‘it’s coming’.

“They let me just build a guitar and said to me whatever you need from us, we’ll do it. Supplying necks and parts and whatever I needed and they’ve been really, really good. But I didn’t go in with a design team and a drawing on a napkin.

“I went through about 15 different Jaguar necks over a period of a year and a half and luckily for me was given a one-off 1965 neck by Jerry Rosen in San Francisco, who said ‘you’re a Jag freak, I’ve been waiting to find a home for this.’ And he gave me this neck and it was bigger than a regular Jag. I put it on the prototype and thought ‘right, Johnny, learn to love this one’ because other guitar players will like it.’ And because there’s more mass in it, it made the guitar louder and it was better.

“So now I’ve got the bridge and the neck. And the first big thing to break out of was the thinking that I love Jags so much that I didn’t want to change any of the aesthetic. But the other serious problem with it is that these switches that switch the pick-ups on, also switch the pick ups off. And the amount of times, like every other guitar player, where my amp would go off and every single time without fail I would glare at my guitar tech saying ‘what the hell?!’ And it happened with the Cribs at Reading 2008 and it’s on the TV and while we’re doing it in front of 40,000 people, my guitar tech is saying ‘it’s not the guitar is it?’ And I’m going ‘of course it’s not the guitar’. Oh. Shit! It’s that switch.

“It was Bill who put it together with me, who came up with the idea and put it to me very meekly, he said ‘well you could change that switch out’. And I immediately was like, ‘what? Change the perfect look of a Jaguar? I love those switches.’ And he said ‘yeah, but you keep knocking it off and that’s why people put duct tape over it.’ He just said ‘you could try a Telecaster switch. I said, ‘that will look horrendous’. Fast forward a few months and now when I play a normal Jag, those switches are a pain.

“Really, what you’re supposed to do with old Jags is you’re supposed to put it in that rhythm mode and set your amp up in that mode. That normally sounds like that [makes muffled noise] and then you bring in this bottom section for all your colours, that’s the way it was designed. Modern guitar players don’t do that. They just go ‘bang, there’s my sound’, bridge pick up usually and then when they hit that button that changes the tone signal, suddenly you’ve got that very dull sound. So I realised that, for me, who uses a lot of different tones on the Jag, this whole beloved secondary circuit was redundant.

“But I wanted to keep the aesthetic of it and I use the high-pass filter a lot, that’s where the high pass filter is now. That rhythm section is gone. And believe it or not, I was on tour for a couple of years wondering ‘what are you going to do with the wheels Johnny? What are you going to do with the wheels?’ And I thought do I put a compressor in there? But no self-respecting guitar player from my culture wants a battery living in his guitar, it’s just a pain. Do I make it active? No. And I just did a lot of research on other guitar players. And for a time I thought, well I’ll leave the wheels and they won’t do anything. And then Ross from the Cribs who is the drummer and a very smart guy, said ‘I don’t know about you, but if I bought stuff from a shop and it had bits on it that didn’t work, I wouldn’t be very happy.’

“So I took that on board and I just decided I would make it look a little bit like a Mustang. Once we had the switch thing sorted out we thought we could take care of a lot of business by putting a fourth position on the switch. And that brings that in series position, which give you a thick, dark sound that no Jags have. But, weirdly, it was too dark. Which is really unheard of on a Jag and that necessitated putting this switch here as an extra filter.

“There are ten sounds on it without any batteries or out of phase nonsense or coil taps. It took care of all the business.

“My tech said to me when we’d got this done that he’d been playing the guitar and it sounds like a Gretsch, crossed with a Ricky and plays like a Fender and…that’s what I do. Also I use Les Pauls for a clean sound. In series position it sound like a clean Les Paul. So it sounds like all those guitars that I’ve used, together. But I play it like a Fender.”
Vintage Marr

Obsessive, see? At one point it looked as though he was going to say it should have ten sounds but he had managed to add a Nigel Tufnelesque eleventh. For that extra little push over the edge.

But no doubt Fender have got great value from him and there can be little doubt that anyone who ends up buying the Marr Jaguar will be getting a lot of the man himself for their money.

Being quite the guitar icon of course, you’re unlikely to find him shopping for a new strap in Dawsons, but he does retain a fondness for guitar retail and recognises its importance in bringing through new generations of musicians.

“It has been part of my life since I was seven or eight. First time I ever went to one. The first toy I ever had was a guitar. It wasn’t a train, it wasn’t a car, not even a football, it was a guitar, that was my first ever toy.

“And the first great experience I ever had with my Dad was in a music shop. He took me to buy a harmonica. So I don’t know any different. And I’ve been very fortunate over the last 25-30 years because as soon as I started to be able to make records I was able to get into being in the world of specialist guitar shops. And there was only a few of us doing it – myself, Robin Guthrie from the Cocteau Twins was into old guitars. But they were just called old guitars then. And over the years I have built a relationship with guitar specialists all over the world because pretty much everyone knew each other and that culture has changed with the Internet.

“And the other side of that which is the less elite side of it is the guitar shop in the suburbs, which is another disappearing culture, I stayed in touch with and have got a couple of friends who have a guitar shop in Manchester which has been able to be very successful.

“In the 90s I came across Sounds Great in the suburbs in Manchester and the guys who used to work in there until recently were absolute experts at boutique pedals, new amps, new PAs whatever. So I had my feet in both camps – the elite culture but also the world that normal guitar players inhabit.”

Is a healthy retail environment important for new bands?

“Yeah, it is absolutely, true as shit. And I really loathe the stranglehold that’s starting to happen with your tasteless chain, that shall remain nameless. Certainly in the North of England, it’s horrible. Selling crappy pianos and crappy guitars. It’s a big question because on the one hand I love that guitars are much less difficult to buy. But there is a knock-on effect. When I was younger they were exotic. And it wasn’t like now where everyone will know a family that have either had an electric guitar under their roof or know someone who has had an electric guitar under their roof. And I’m fine with that, I think it’s really good.

“In a lot of households I think electric guitars have gone the way of the skateboard which is it’s in a wardrobe gathering dust because a kid fancied playing one for a year and then gave it up. I’m on the side of that. I think that’s great, absolutely fantastic. But obviously we start to see a real drop in quality with things being more affordable and they sound cheap. It’s just the way of the world, you know, they sound cheap.

“It’s all swings and roundabouts because at the same time the internet has meant people are able to make very, very good pedals, on their kitchen table. And buy machineheads and capacitors. That’s the culture in Portland. Some of the guys who work for me in America, young guys, are absolute jedis at making guitars. And will do it for you cheap. So it’s all good and what you lose with one hand you gain on the other.”

Tuesday, 25 September 2018

Take it literally


Editorial comment for music B2B mag MMR Global

A UK violin maker has made a new instrument to mark the 200th anniversary of the birth of Wuthering Heights author Emily Bronte, using wood from a tree which grew close to where she wrote.

You can't beat having a fiddle in the fresh air                           
Steve Burnett said he thinks the sycamore, which was felled close to the Bronte Parsonage, in Haworth, West Yorkshire, may have been old enough to have been there during Bronte’s life.

He spent around three months making the Emily Bronte Violin and said in Haworth that “in an artistic sense, it has come back to the moors”.

He said a musical instrument can be seen as an extension of the literary world.

“As Goethe said, ‘music begins where words end’,” Burnett said.
“What I do is give voice to the environment.”

Which may or may not be so much unadulterated guff, accompanied by pics of him looking suitably “windswept and interesting” as Billy Connolly would no doubt describe him.

But I think it’s the sort of snake oil we need more of in the MI business. When you can’t actually do anything significantly new with the design and function of a violin or most other instruments how else are you going to innovate and give dealers something to hang a sale on?

There are plenty of other industries that function pretty well off some very shaky science (shampoo anyone?), needless anniversaries (stamp, mug or coin anyone?) and other strokes. We’re not bad at making up new colours and slapping on signatures but I think we could push the envelope a little further with this stuff. 

Will it mean much to real musicians? Probably not. But a sale is a sale. And that, more than anything else is what the industry needs right now. 

George Bernard Shure 150th anniversary mic, anyone?

Take back control


Intro piece for Evening Standard supplement I edited called Be Your Own Boss...

You’re reading this on the train, aren’t you? A lot of people do, of course. For many it is part of the daily ritual of the commute, along with the over-strength coffee, delays, standing, excess cold/heat and the people. Oh yeah, the people. Sitting down on the train to read the paper is the pavlovian klaxon signalling that the horror is at an end and you’re on your way home. 

It’s also a great way to avoid eye contact with that one opposite, with the sniffing, and the hair and the anti-social…face. Grrrr.

And all this after you’ve put up with the usual daily nonsense, the meetings, the memos, the customers, the….country reports; the young idiots, the old idiots, the ‘bantz’, the boss. Oh yeah, the boss.

What on Earth did you do to deserve this?

But perhaps it doesn’t have to be this way. What if you were the boss of you? What if you were the boss of quite a few others as well? Sounds marvellous of course, but don’t you need lots of money, contacts, a diamond-bullet-in-the-forehead idea and….you know….that certain something that elevates management above mere shop-floor fodder? 

In a word: Nah. Anyone - anyone - can do it. 

Want proof? According to the Office of National Statistics, the number of self-employed people in the UK has increased from 3.3 million people (12% of the labour force) in 2001 to 4.8 million (15.1% of the labour force) in 2017.

And the fastest growing part of that is people working on their own. So how hard can it be?

Neither is it absolutely necessary to endure any kind of dues-paying, started-off-with-£1.54-and-no-shoes kind of back story so beloved of the mythology that surrounds entrepreneurs. 

What you will hopefully glean from reading this supplement is there is plenty of support available immediately for people who want to strike out, go their own way, and become masters of their own destiny. More so than ever, in fact. 

Be Your Own Boss will give you the starting knowledge to hit the ground running, establish the right kind of company set-up, covering all legal and financial obligations, and offer some guidance on funding, marketing, work spaces and building your business. 

You can also read plenty of examples of people who have been where you are now and have gone on to establish successful companies in all manner of different fields.

So, dive in. Get inspired. And look forward to having that conversation with your boss tomorrow. 

Monday, 24 September 2018

Can I teach myself violin?


Product blog for leading violin manufacturer...


When someone asks ‘can I teach myself violin?’ what they’re really asking is, ‘do I really need to have proper lessons with a proper teacher, paying proper money?’. 

It’s totally understandable to ask that. After all lessons can be expensive and there’s no doubt that it has also never been easier to find all sorts of information online for free that can tell you what you need to know from basic music theory to video lessons that will pretty much cover all levels.

So why then would you need a violin teacher at all?

Much depends on your reasons for learning the violin in the first place. If you want to progress to any sort of serious level (to join a local orchestra for instance) with your instrument - any instrument for that matter -  then it is certainly hugely beneficial to undertake a structured curriculum (such as ABRSM and many others offer) with a recognised musical qualification at the end of each grade or level. Those bits of paper will make it much easier to be thought of as a serious musician. 

Again, you can easily acquire the grade books and work through them yourself, however, without the help of a teacher to explain and expound on some of the finer points it is very difficult.

Having a good teacher can be of huge benefit to anyone trying to learn any kind of instrument. Learning to play takes patience, diligence, perseverance and hard work. Even with a good teacher it is often difficult to maintain the right level of discipline with regards to practice and technique.

Just like a personal trainer at a gym, your teacher should provide encouragement, advice and keep you motivated when you need a little extra push. Let’s face it, even the most dedicated student has moments where they’re just not feeling it and would rather be doing something else. Having a regular lesson to turn up to, with someone whose time you have paid for and committed to, stops you from bunking off. 

In any process of learning there will inevitably be times when you need extra explanation, demonstration or just need to know that you are doing it right. You can’t get that off the internet. Encouragement, advice and positive reinforcement are all things you will get from a good music teacher. It will spur you on when you’re struggling to grasp certain skills or concepts and help you on your (here’s that X Factor phrase) ‘musical journey’.

There’s something else. Learning correct technique and passing grades will give you authenticity as a musician. You will know that you are progressing at the right speed and reaching the right levels. In turn, that will make you take your playing a lot more seriously and help you reach a standard you may not have been able to reach on your own. 

So, yes, it is possible to learn to play on your own. But to avoid adopting bad habits and progress quicker, a good violin teacher is worth their weight in gold. 

If you’re not doing it through an educational establishment, your local music shop should be able to help find a good tutor. In fact, they might even have teaching facilities on offer in the store.







Using AI to reduce workforce attrition



For a corporate client in the AI tech sector


For any business, employee turnover is natural and to be expected within the workforce. People join, people leave and people are replaced. 

But attrition leaves a hole and it’s a hole that is not always easy to fill. Particularly in specialist sectors such as technology, where specific skillsets and knowledge are at a premium. The pressure is continual when it comes to your skill-base; you never have enough because by the time the market has produced them, it has already moved on.

Workforce attrition can be damaging not only in terms of company performance and outcomes but can also diminish morale, putting more pressure on existing staff who are asked to take up the slack, performing tasks they are not equipped to carry out, leaving them frustrated, overworked and looking for the exit sign. Which of course, leads to further attrition and a lack of business control.

Key causes of high employee turnover include lack of growth and career progression; excessive workload and lack of feedback and recognition.

Research from XpertHR found that employee resignations reached a five-year high at 15.5 per cent, in 2017.

The financial cost of replacing a key employee can be steep, taking into account recruitment, training and on-boarding and other hidden costs, the average employee costs £11,000 to replace, according to small business accountancy specialist, Accounts and Legal.

The key is to extend Employee Lifetime Value, which starts in the minus when employees first join because they are not yet contributing to the company. Using employee data in the right way is the key to reducing attrition at the end of the cycle so that employees continue to add value and extend their tenure, contributing for longer.
Applying the same rigour to workforce science as say, product development and brand strategy can be hugely beneficial to companies in terms of productivity, team dynamics, morale, continuity and company perception. Businesses recognised as great places to work inevitably attract the best talent. Furthermore, they retain it. 

Management concerns

And yet, despite the obvious benefits of good HR policy and a healthy internal employee culture, the danger of decline should it be otherwise is not paramount in the minds of business leaders.

PWC’s latest CEO survey says the threats that trouble CEOs are increasingly existential and external.

Gartner’s 2018 CEO survey cited laws and regulations, competition and financing as the top three external challenges. Internally, however, employees, talent and skills took top priority. Lack of appropriate talent and capability in the workforce has been cited as a top inhibitor to digital business progress.

  • According to the survey some 42 per cent of CEOs with digital initiatives are looking to make significant or deep culture changes by 2020.  

  • The top two tech-related skills needs mentioned by CEOs were data and analytics and digital

  • Only 28 per cent of CEOs in the survey identified Workforce as a top five business priority over the next two years.

The intelligent approach

Positive approaches to increasing employee lifetime value always start with hiring the right people at competitive rates but people want much more than just a good financial package, they want opportunities for growth and a feeling that their best efforts will be effective and rewarding for them and the company.

The opaque nature of people management means that workforce science, unlike real science, is often far from exact, which can produce the wrong results, leading to the onset of attrition. So maybe a data-driven approach is the best way to resolve the issue?

One tech consultancy company believes so and has created a bespoke AI product, which interrogates the data created by businesses and the people who work in them and helps companies to maximise the value they get from employees across the life-cycle of employment.

It addresses the issue of attrition by optimising the chances that:
  • the right people are recruited for the right role 
  • existing employees are deployed on the right work 
  • they are given appropriate and fulfilling work and are therefore happy and productive 
  • and increases the likelihood that they will stay and grow with the company.

By putting  together employee data from across the organisation it ensures that effective decisions are taken based on the evidenced reality of employee performance (rather than e.g. interview ability), qualifications and role suitability. 

It sifts through the data a company already owns or has access to (CVs, project documents etc.) to understand the talent pool, for example qualifications, achievements and project work, to rapidly uncover skills:
  • Known and quantifiable skills, e.g. qualifications
  • Unknown skills, e.g. soft expertise, experiences, potential career trajectories

Using artificial intelligence and machine learning on existing data, it builds a map of an organisation’s competencies and capability, automatically, in real-time and in collaboration with staff. This typically includes company-specific topics, e.g. project names and acronyms, as well as more generic skills and capabilities.

Once it is part of the network, the programme will automatically update an organisation’s ‘corporate memory’ with new data and new knowledge about the staff and the resources available.

In a world where change is constant and the ability to respond is a prized asset, labour needs to be flexible. Using this AI product you can understand the talent you have today and your people needs tomorrow, to hire right, retain the best and eradicate needless workforce attrition.



Friday, 31 August 2018

Coming like a ghost town


There’s a pop-up dog-food bakery turned up near us. Owner used to be a boxer. True story.

I think it’s gone now. It’s pop-up, after all. But I don’t have a dog, so I’m not sure. Pop-up stores are all the thing round our way as I’m sure they are round yours. It’s a way of filling empty retail space so that high streets don’t at least appear to be coming like a ghost town.

Which of course, they are.

The emergence of online retailing and the double-whammy of out of town retail parks has been a game-changer for high streets all over the world. With once-vibrant shopping areas now looking derelict. The appearance of a pop-up store is just a band-aid for a terminal disease. Like the last Clash album.

I feel the same is true for Musikmesse’s latest plan to introduce a direct-sell pop-up market to what was once the world’s biggest MI trade show. It’s a move that says that the show is no longer convinced by its own remit as a trade expo and a place to do business, so has to show exhibitors actual £s and €s to demonstrate that their investment has been worthwhile. 

There are no shortage of trestle table shows that offer cheap musical equipment to enthusiasts. The UK has plenty for guitarists and drummers that do that just that. Throw in a bit of music, the odd appearance by someone who once played bass/drums for Leopard Nest (NB: not real) and a bit of booze and it’s not a bad day out for a weekend warrior. 

Musikmesse, however, should be above that. MI has never been the most formal industry, but it deserves a well-run business event that connects the industry and allows it to show off a little. 

The industry seems to have fallen out of love with it, right now. That can change. If it disappears the industry will immediately begin pining for it. And it, or something very similar, will pop-up again.