The big studio varnish was always a little superfluous to music fans, but it took albums like PJ Harvey’s 4 track demos (far superior to the previously released album-proper Rid of Me) and DJ Vadim’s USSR Repertoire (originally delivered to Ninja Tune as a demo) to cement the idea. Still, labels resisted and for big releases it’s the long trip from songwriting to the shop shelf (via audience testing, market research, branding and 1 in 10s) that really smooth out an album.
For better or worse the Internet and independent labels have handed the demo its redundancy package (don’t worry, it got headhunted). The first recording’s often best and it’s the quest for some perfect sound (for radio I guess) that dulls so many records (don’t even get me started on brilliant house records that have vocals added later). New acts’ demos race around the net like wildfire – check the explosion of new stuff by everyone from Clap Your Hands Say Yeah to MIA – of course, it’s the low-fi aesthetic of most indie labels and beatmakers that’s meant a demo CD is no bad thing, that low-fi-ness is actually a pretty attractive quality. That goes for Madlib’s beats for Stones Throw, Moodymann and Theo Parrish in Detroit, right through to the grime and dubstep crew in East London. Of course, there’s a whole other world where this isn’t the case, where Eno, Jam & Lewis, Visage and/or the Pet Shop Boys are venerated – but although they’re all big influences on much of the sound of the times, they haven’t had as big an influence on production values as you might think.
Anyway, few acts see the need to sign up with a label these days – well, few acts that have any nous – the labels are lost, it’s almost as easy for an act to market themselves via webpages, downloads/filesharing, viral action and so on as it is for a label, so the idea of making a demo to get a record deal seems pretty out of date. There are so many acts… and virtually every act below a certain level have their own label. And no indie label, especially one that’s run by the act itself, is going to tell the act to go spend thousands, 100s of 1000s of dollars, on mixing, mastering and production (of course, unless they’re pop acts and lets face it I couldn’t care about them in general.
In the interests of audience participation, answer the following if you’ve got a moment:
Heard a good demo lately? What’s good about it?
What made it a demo – rather than a proper release – and did they subsequently record a better version for an album??
Any favourite demos?
Talk to me