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Here's a portion of a roundtable discussion sponsored by Rhapsody.com featuring some of today's producers talking about how the business has changed for producers along with the creative process of actually "producing" records vs. "beatmaking":

Rhapsody’s Producer Round Table Discussion

The people involved are JR Rotem, DJ Toomp, Danjahandz, Don Cannon, the J.U.S.T.I.C.E. League, Sean C and LV (Grind Music), and Tricky Stewart.


"Every producer that has gotten any type of shine in the past couple years, from the multi-platinum guys to the cats who just place a beat and you never hear from the again, they all talk this “I’m a producer, not a beatmaker” shit. Not to say they don’t know how to produce, I’m sure they do, but it’s about actually getting the chance to do that. How many producers really get in the studio with the artist anymore? Not a lot. Even producers with hits are emailing tracks out left and right. There’s not enough money floating around for them to act like they are too big to do that. And sure vocals may get cut to the track, and if the artist wants it maybe they’ll send a rough mix over to you and ask you to add some things or change the arrangement… there’s a way for the technology to be used tastefully. But that one on one interaction that goes down when the magic is happening in the studio between artist and beatmaker, which is the core basis for actually producing a record, that never going to happen in those instances. And sometimes when the beats already have hooks on them, for the rapper it’s just like “Add lyrics.” Kind of paint-by-numbers when you really think about it."

Here's the link to the whole discussion:

http://blog.rhapsody.com/2008/07/state-of-the-un.html

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Heron Gibran Bio

Heron Gibran is a bit of an enigma. A true renaissance man. It hardly seems fair to call him a rapper. The word isn’t large enough. Does not encapsulate him. If you talked to him for more than five minutes about hip-hip, the state of affairs in the music industry, politics, religion, whatever…you’d understand. Rapper does not do him justice. While he considers himself a Washingtonian, Heron was actually born in the Bronx, New York. Around the same time he was born, a new street culture was emerging. As he grew, hip-hop grew. As hip-hop expanded, traveled, became more sophisticated, international…so did he. Lately, he has been working closely with long-time friend and colleague, Asheru (creator of the Boondocks theme song). Together they have performed all over the nation’s capital. Along with producer/emcee Aychell, they formed the hip-hop super-group, Black Lincolns, and released the breakthrough single “The Hustle”. Heron has also contributed music to the forthcoming Boondocks soundtrack. Over the years he has released several solo projects, the most recent being The Amnezia Haze EP. This underground classic gem is an eclectic collection of tracks, some of which were recorded overseas in Amsterdam. It also features “By Any Means” and “Dance With Me”, both produced by DJ Khalil of California’s Self-Scientific, who has also produced for The Game and Jay-Z. So…between globetrotting and helping to vitalize the DC hip hop scene and teaching graphic design to inner-city children with special needs, Heron Gibran simply defies categorization. He is anomaly in a musical landscape where simplicity rules. But he’s creating his own rules, and making coverts one handful at a time along the way.

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