Velveteen Music – Music Connection Magazine

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Regular evolution: Now committed to a multi-faceted, full-service approach to helping artists build lasting careers, Edmonton, Alberta-based Velveteen Music began humbly in 2007, when owner-producer Brad Simons was a touring musician in full time who recorded bands on the side to generate extra income when he was not on the road. For the first seven years it was an independent one-man operation, with Simons traveling to rehearsal rooms and home basements to record, then bringing the recordings home to edit. , mix and master them. He took a big step forward in 2014, moving into a 600 square foot studio with a partner and beginning Velveteen’s evolution into a full production team under the name, during which the informal name of Velveteen Audio became Velveteen Music.

The studio: The company is now based in a 2500 square foot facility which is a combination of three studios, with six full-time producers on staff. Studio A has a control room, 2 iso booths and a main live room. Studio B has a mixing and production room and includes an iso booth. Equipment includes a selection of vintage microphones from Neumann, AKG, Josephson, Sennheiser, Rode, Sure, Miktek and others. Velveteen has an SSL Matrix 2 and console outboard units from TubeTech, Hazelrigg/DW Fearn, Universal Audio, Audio Scape, API, Neve, BAE, Chandler, Wes Audio, and more. They also have 6-2 PMC monitors.

Artist services: Three years ago, Velveteen Music entered into a distribution deal with Believe Music, ensuring that the artists they work with have access to digital distribution and the label. They have also partnered with Cymba Music. More recently, Velveteen has expanded to provide full label services, allowing artists to hire them to do everything a label would do, including marketing, promotion, playlist, press relations and radio and social media campaigns. It all starts with planning, which is Stage 1, where the artist consults with a team that helps with strategic planning, consultation/grant writing, and planning. Stage 2 is Create, with the Velveteen team helping the artist write, produce, mix and master their music. Stage 3 is Release, which involves designing a detailed marketing plan, distribution via Believe Music (including DSPs and pitching to editorial curators), playlist, press, content creation, radio monitoring , etc.

Quote from Brad Simons: “The name change reflects the paradigm shift as we focus less on recording at the highest level and more on using that as a foundation to develop independent artists and bands to give them their best. themselves for a lasting career,” says Simons. “During the pandemic, we created a hybrid system where sometimes artists worked from home, sometimes in the studio, which served to expand our demographics and client base. What we experience are those little moments of pure joy, satisfaction and pride when an artist we work with earns a Juno Award nomination or achieves a special milestone. And when an artist thanks us and tells us about what we did, it opened up a whole new world of career possibilities.

Contact Velveteen Music, 780-952-6228

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