Tag: Hip hop

Matt Firenzé Teaches You How To Become a Type Beat Producer

Artists Confessions December 10, 2019

(Photo by Desmond Rodgers)

(Written by Miguel Anderson)

In a busy roadhouse restaurant in Walnut Creek, California, I sat down with Matt Firenzé over a plate of Chicken & Waffles. He’s the mastermind producer behind Matt Firenzé beats on YouTube. His producer specialty lies in creating type beats. We discussed the effect of type beats in his own career, his process of producing type beats, and professional advice. Firenzé’s world lies nestled within the beat making community, particularly the type beat community, on YouTube. It’s a small, underground community compared to the likes of other YouTubers. Firenzé states that “the biggest type beat producers are still dwarfed in comparison to other YouTubers. So the biggest type Beats producer might have a million subscribers. Whereas you look at Ninja who plays video games, he has 30 million or more.”

That’s probably why you’ve never heard of type beats before. And if you haven’t, type beats are the over-labeled instrumental tracks found on YouTube. They’re tagged by feeling, genre, and most notably, an artist’s style that the type beat’s sound is most similar to. For example, the rap trio Migos’ sound is defined by a long trap bass. In that case, Matt Firenzé would create a type beat that has a long trap bass and label it “Migos Type Beat,” and upload it to YouTube. The same goes for other artists such as Drake who is identifiable by their R&B/Pop-rap sound, and DJ Mustard who utilizes a slow-tempo and repetitive handclaps. To be clear, type beats are not copies of the artists beat, that would be in violation of copyright laws. Type beats are original compositions, labeled to the artist who would sound best on that particular track. Between an artist’s composition and a type beat instrumental, there are similarities, but never outright copying.

Type beats are feeding a community of amatuer & newcomer artists. Since making music has become more accessible, as all you need is your phone microphone to rap or sing, many new artists look to type beats to use for their own songs. It’s easy to see why as type beats have appeal. Their cheap, accessible, have pre-made song structure, and most importantly, they have the big-name-producer sound. If an artist needs a Pharrel beat all they have to do is type “Pharrell type beat” into YouTube’s search bar, and immediately buy it. This has removed a process that originally was expensive and exclusively professional. No longer do artists need money for a top producer or the skills to create the track for their song. Instead, all they need is $30 bucks for a .WAV file.

The nature of appeal for type beats have led to a surge in popularity, making type beats expand past their homes on YouTube and on the charts & in the tracklisting of the most successful and professional artists. In an interview, San Francisco Bay Area rapper P-Lo confessed that his song, “Type Beat,” off his then-brand-new EP “Something Light” was inspired by the type beats that replicated his sound on YouTube. He searched up “P-Lo type beat” and found a bunch. Fetty Wap’s 2014 hit, “Trap Queen,” was created off of the back of a type beat. In 2016, Desiigner, racked a #1 from Billboard’s Hot 100 for his song “Panda,” whose instrumental track was purchased on YouTube. As more artists use them, type beats prove that they are a force within the music industry.

For Matt Firenzé, creating type beats began unexpectedly. Before type beats, Matt Firenzé was simply a beat maker. He had been making beats for years in college, and he continues to make beats on the weekends and after work; whenever he can. After seeing his friend make beats, he decided to start a YouTube channel for himself. “I got into it from a buddy of mine who used to live in Livermore. He made beats and he was doing really well that he moved to L.A..” He tells me. YouTube is a platform for his beats. While seeing how profitable beat making was, he started to market his beats as type beats as a way to gain coverage. “So I had already been making beats before. Then, I just realized that the beats I already had could be uploaded and marketed as type beats.” Firenzé’s case is commonly the case for many other type beat producers. Producers need a way to market their material, and type beats give them the opportunity to do so. When a producer uses a big artist name on their material, YouTube’s algorithm picks it up and sends it into a “rotation,” as Firenzé calls it. Once it’s in the algorithm, it shows up as a recommendation, encouraging the user to click it. It’s a smart move. Imagine watching a music video from Ariana Grande, then being forwarded to an Ariana Grande type beat. 

For Matt, he begins making a beat by listening to music. The inspiration from music is how he got his start, and it continues to aid in his craft today. “I listen to music all the time. So whenever I’m going in between classes, I listen to music. If I’m grocery shopping, I have music. If I’m doing homework, I’m listening to music. That’s why when I go into making beats, it’s automatic.” That automatic process is what Firenzé calls the joy of making music. “The joy of making music is when I’m at work, and I hear a melody in my head. So I have to go to the bathroom to voice record that melody before I forget it. And when I get home, I make that beat. And usually when a beat comes to me in that way, then I usually have the entire beat in my head created before I even put it down.” And thats when the beat moves into it’s drafting phase. All Firenzé does is tweak the beat. “I’ll play with some synths and find a sound by listening to music.” Then he envions which artist works best for the beat. He asks “Who do I see on this beat? Who’s this beat in the style of?” and then he titles the video by tagging the artist’s name. He finishes it by uploading the video, putting together a cool picture, and then watch the video quickly pick up views. Currently, Firenzé is getting inspiration from Skepta right now since he dropped his album. His last two beats were Skepta type beats. “Just listen to way more music because you’ll eventually know what your ear wants to hear and you’re subconsciously training your ears just by listening to music.”

Listening to music can only get you so far. You can develop your sound as much as you want, but how do people listen to your beats? You simply can’t wait for your beat to gain traction on itself.  To make it as a successful type beat producer you have to pay close attention to the trends. Catering to trends in music and outside of music can bring in attention. Matt does exactly that, he studies and notices patterns, then incorporates those trends into his beats.This is important because if you’re posting a video surrounding a trend, you’ll generate more buzz that will push YouTube to send your video into rotation. This was the thinking behind Firenzé’s beat titled, “Bath Water”: “These females on Instagram bottled their bath water, as a joke, and they sold it online and people were buying it. So, bath water was trending. So, I dropped a Drake and J. Cole type beat called “bath water” and it’s a picture of a tub with a rubber ducky. The beat starts with water drops building up into a [base] drop. That beat did really well.”

What Matt Firenzé is practicing, is a skill called strategic planning and marketing. Every type beat producer should learn this skill because your beats will be listened to. Firenzé advises newcomers to “Look at the news. Title a beat, and build it around that crazy thing.” You have to capture beats when trends are happening around it to draw crowds. Firenzé calls this, the greatest skill. “The greatest skill isn’t even being the greatest at type beats. I’ll listen to them [type beat producers] and think their beats are not that good. But they’re getting way more plays than what I am.” Leads to his a wise piece of advice, “knowing trends, knowing how to do marketing, knowing hook people in is important because I can have the greatest beat in the world, but if I’m not hooking people in to hear it was like no one’s gonna listen.” It works both ways too: “If you’re not the best, but have really good marketing, you’ll be better than someone who’s actually better than you.”

Marketing your video using the title and release date is only one way to successfully break out. With making beats, you’re playing in a competitive field. Everybody with a computer can make a beat at this point. However, when working with beats, the best way to stand out is by utilizing promotion. Firenzé notes that promotion by tagging and reposting your work is a secure way to stay ahead and support yourself. Firenzé says everyone should “casts a fishing pole.” He sets up his dynamic like this: “The pond is like the music industry and your fishing pole is whatever you’re currently doing. You just can’t hope for your video to go viral. You can’t just cast one pole and hope that that’s one. You can’t rely on a video going viral. You can’t rely on the beat maker that you tweeted out to to repost you. You can’t rely on any of that. But what you can rely on is doing everything you can to get the highest chance of success.” He invites those to cast their fishing pole by promoting your songs for at least 2 weeks. Reposting and tagging your work on other channels help bring people to your channel. It also shows others that you’re serious about your work. “That’s kind of how I treat my beats. While not all my beats are going to do well, but some of them will do well.” Promotion operates as a tunnel, bringing people to your beat. 

When you’re dealing with people who make a beat from your song, promotion is probably the most important thing you can do surrounding your beat. Many will skip promotion simply because it isn’t their song; however, Firenzé emphasizes that you want to tag the person using your beat. “Yeah, so if this guy wants to buy beat from me, I want to tag them on my social media and promote the fuck out of him, because it’s only it’s only positive. If this dude looks up my channel, he’ll see that I’m always promoting everyone that’s buying my beat. So it’s free promotion for them. They want to be tagged to me so they follow me and promote me.” It creates a string of events that causes more people to come to your channel. So, the best thing you can do is promote!

With promotion and sound development under wraps, type beats can be profitable. In Matt Firenzé’s second year of beat making, he was making thousands of dollars just by selling  beats. When you’re at that scale, you’re making passive income. You want to hone your skills to secure the bag. As you build your catalog even more, your older beats are getting purchased and played, sending your other beats into the rotation. It’s a cycle that keeps on giving. 

While type beats seem like a tricky field to break into, it’s not. New software like Ableton, FL Studios, and even Reason, has made producing more accessible. And YouTube gives you the platform for your beats. At the end of the day, making money off of type beats depends on how ambitiously you market & promote your beats. Any aspiring beat maker can learn from Matt Firenzé. He teaches those that developing your sound is just as important as promotion. Don’t ignore one or the other. That way, you can turn those type beat dreams a reality. Making a grand doesn’t seem so hard, huh?

Check out Matt Firenzé here:

YouTube – Matt Firenzé Beats
SoundCloud – Matt Firenzé Beats
Instagram – @Matt.Firenze
Twitter – @mattfirenze
Matt Firenzé Beat Store

The Breakup: 4 Albums You Must Listen To Get Over Them

Music Catalogs November 12, 2019

Before you read the article, let’s set a premise: whatever you’re going through, I hope you get through it with flying colors. Whatever goal you want to achieve, I hope you achieve it and rid of all things that kept you from achieving prior. When writing this article, I was going through a break-up. I’d say I’m still healing from it, but I’m in a much better place than I was. The albums I listed are personal, and what helped me move-on. I’m definitely in a much happier place, and I want anybody reading this to know to trust the process of healing. These albums hold a place in my heart because they helped me face emotions in a way I’d never consider before. So, turn the speakers up, cover yourself in a fuzzy blanket, eats a lot of ice cream, and enjoy.

Kehlani – While We Wait

Label: TSNMI / Atlantic
Release date: February 22th, 2019

Although this album chronicles how Kehlani’s relationship went from love at first sight to the dumpster, there’s lessons to be learned in her songs. Her lyrics recounting her experience are the centerpiece of the album. And if you listen closely, you’ll learn a thing or two. The greatest lessons comes at the expense of the most heart wrenching, twisted moments of Kehlani’s relationship. It comes at the climax of fighting on “Too Deep,” where Kehlani questions if fighting is worth staying in the relationship, and it comes when Kehlani makes her final resolution with her lover, respectfully recognizing issues in the relationship and departing ways on “Footsteps.”

This album alleviates break-up pain because it acts as a mirror, putting the reality of the situation in the listener’s face so they can go through heartbreak. The album makes you reflect. Every song offers a deeply nuanced, well-reasoned reflection that leads the listener to come up with their own conclusions about their relationship. Her songs bring up conclusions such as, “If you are questioning your worth, then it was the right thing for you to leave.” This albums gives you firm thought to help your break-up process go by faster.

Kiana Ledé – Selfless

Label: Republic
Release date: July 12th, 2018

After a breakup, it’s hard to realize who you are and what makes you happy. You can become full of resentment, despair, and loneliness that those feelings can take over you. You don’t want to lose yourself in the process of recovery. Selfless is an alternative option so those feelings won’t take you over: the opportunity to resonate with those feelings. Kiana’s lets the listener know, her reactions may as well be yours too. No you’re not insane, no you’re not crazy, and no you’re not irrational. Crying over the breakup doesn’t make you weak. Selfless allows the listener to find strength in their emotional turmoil so they can find comfort and move on. 

The album pushes the feelings of resentment, envy, and despair. In “Shame,” Kiana condemns her ex for being a better person with another lover than with her. On “EX” Kiana contemplates staying friends with her EX because she still loves him dearly (you know, those relationship withdrawal symptoms). This album doesn’t help you by giving you advice, but letting you recognize your feelings. It’s okay to be sad.

Frank Ocean – Blonde

Label: Boys Don’t Cry
Release date: August 20th, 2016

There is nobody better with words than Frank Ocean. He’s a Scorpio for christ-sake, emotional storytelling is his specialty! No one can evoke such strong emotions. His vivid imagery, poetic lyrics, and nostalgic breakup recountals evokes strong emotions that no other artist can bring to mind. His stories are taken to another level with the production and execution of his songs– Blonde steps away from the R&B we’ve come to know from the radio. It’s even a departure from the sounds of Channel Orange. The listener hears lush synths, honey-like guitar riffs, and beautiful piano-keys instead of percussion-heavy numbers. That type of sonic landscape encourages the listener to be transported. You’ll focus on the intense emotions and triumph heard on his songs. On “White Ferrari,” The precise synth lifts you up and caresses you in Frank Ocean’s words. You almost feel as if this is the sound of warmth and clouds until the guitar strums finally find its way to give the song a slow rhythm with Frank Ocean singing above it: “I care for you still and I will forever / That was my part of the deal, honest.” His lyrics get you more emotionally entangled in his story of love, commitment, and the comfort of it. 

Moments like White Ferrari exist everywhere on Blonde. Songs like “Solo” and “Self Control” make you think deeply. Blonde takes you to an intimate place that brings to mind tender and sentimental emotions, moving you on to reminiscence on the good moments. That washes out all the resentment as you begin your new chapter.

Ari Lennox – Shea Butter Baby

Label: Dreamville / Interscope
Release date: May 7th, 2019

Ari Lennox’s Shea Butter Baby celebrates independence so that the newly-heartbroken can embody liberation. Ari Lennox wants her listeners to triumph in their new environment. However, Ari lets listeners know that it isn’t always easy being alone. This will always happen on your journey. Emotions spill on the tracks “Whipped Cream” which entail Ari’s insecurities that broke her relationship. She sings about how she wishes she wasn’t jealous and so old. Although sad songs exist on Shea Butter Baby, they only reinforce the triumph Ari Lennox reaches post-relationship. The flavor of Shea Butter Baby hides within Ari Lennox’s successes with new found independence. On “New Apartment,” Ari has a place all to herself. She’s reached peak independence. The New Apartment represents being set free from the chains of a partner’s expectations and judgement. No more is Ari Lennox tied down. The number “BMO” is the sexual liberation anthem– literally, BMO stands for Break Me Out. Ari’s sexual freedom only came due to the breakup, but she embraces her sensuality.

Moments like these only could happen at the cost of a breakup, but it’s worthwhile and that’s the lesson Ari teaches on her debut. So, next time Shea Butter Baby plays, pop a bottle of champagne and make a toast to embarking on a new chapter in your life!