A lot of great Hip-Hop classics would feel different if the production behind them was done by someone else. What if Guru never met Premier? What if Public Enemy never had the Bomb Squad? The bottom line is that produce contributes to the indelible memory a song leaves you with as much as the emcee. In the 21st century, when how visible you are contributes greatly to your success and fame, producers are at a disadvantage when it comes to performing live and trying to rock crowds to build momentum in a sprouting career. Let’s not even consider getting placements with notable artists without an already established resume–a bit of a Catch-22. Enter iStandard. What started out as a showcase for budding producers has become a major force in placing beats with major recording artists, TV and film spots, and much more. They hold beat camps, song writing workshops, and provide guidelines for newcomers to the industry to follow, giving them a real shot at fulfilling their dreams. Basically, if you’ve been complaining that Hip-Hop producers never get enough love and haven’t heard of iStandard, you need to sit right on down.
We had the opportunity to speak with Donavan Mcleod, an A&R at Def Jam and iStandard. He’s built relatoinships with Sony, Def Jam, Atlantic, Epic and individual artist managers. We asked him for some advice for new producers as well as the extent of the clout iStandard has now with linking producers to someone like, say, Jay Z.
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Explain your position and responsibilities at iStandard.
Well I am an A&R manager which includes working with writers and producers in the studio and outside the studio, listen to records that we would need to keep for future placement or that would need one of our talented writers to pen something spectacular for. Then when we have a few great records, we hit the the pavement and start shaking the offices with the records we have until we get the placement. That’s just a snapshot but there is definitely more work put in.
How would you explain iStandard to someone? Is it a network? A school? A group of producers?
iStandard is all the above plus more. Not to many companies out here anymore that’s a one stop shop for upcoming guys and give the real opportunity that ultimately changes their lives. That’s why we have been around for 10 years because we say what we mean and we mean what we say! And the producers see and understand that. Our track record speak for itself but we don’t let that get us complacent so we push it to the limit to give the producers more and give them a experience they will remember and when they do become famous they say, “I was a part of iStandard and they pushed me to be where I am now.”
What was the original goal that iStandard set out to accomplish?
The original goal for iStandard was to give the producer a platform to showcase their talent and compete against each other to win a chance towards a meeting with major label A&R’s.
How has that goal changed over the years?
The same goal just added new edition to expand. We now have a publishing company call Digital Osmosis where we place records for the producers that are signed with us and the A&R staff actually hits the pavement and goes to these label meetings to play the records for label A&R’s to place them for an artist that is in need of a great sound.
iStandard has been around for 10 years now. How has the producer game changed during that time? Has it gotten worse or better?
Can’t say it has gotten worse buy it has gotten more competitive. Producers have to be more creative with the sound they make because it can potentially change the sound of music for that season. The producer game has changed because you have a lot more outlets for fans and artists to hear what you created. If you look at the EDM DJs, some of them are producers and it’s just a beat fused [with another one] creating something magical and that’s a different way of producing. And then you have platforms like ours to bridge the gap between underground and mainstream, and give the producers the tools to make them successful on any level.
iStandard isn’t just about producers now. You guys support artists and song writers. Are there other parts of the industry iStandard is aiming to enter?
Currently we work with talented writers like Laurent Luke and Kaydence. These two are a must watch. But we do work hands on as much as possible with the artists but if they have a plan ready for the record we just give our support. We are going to enter all parts of the industry because technology is pushing music forward there. There will be new lines opened up and iStandard will be at the front of that wave.
How much advice do you give them as far as business, marketing, and creative decisions go?
We want the producers whom we work with to be successful so we encourage them to be a brand. So we help them with becoming that and that encompasses all of the above: getting the business straight as well as marketing and give direction sometimes for creative decisions.
A lot of the placement opportunities seem to be for Hip-Hop artists. Is there a particular reason for that? Are you aiming to expand more into other genres?
The reason for that is we are Hip-Hop based and a lot of the producers have a love for Hip-Hop. Because we have strong ties with the Hip-Hop community there are more Hip-Hop placements. But we have a lot of things in the works for other genres. The team has been working with a lot of other genres and you will hear it soon: Pop, Rock, Country. You name it, we on it!
What is the biggest mistake you see producers making when they either create music or promote it?
The biggest mistake I see is a producer creating music that mimics the sounds that are currently out at the time. Because he or she listens to other people, which is okay, he or she is subconsciously making it sound like everyone else’s at the time period.
What’s the best thing that a producer can do after they make a beat?
The best thing a producer can do is create a catalog so they are able to shop around not just to artists but to movies, commercials, and sitcoms. Music is needed in a lot more forums then just artists. Producers need to create everything so that it does not put them into a box and can broaden their opportunities.
With beat camps and showcases, it seems like iStandard wants to help networking while educating. Is that accurate to say? Am I missing anything in the overall vision of iStandard?
You are right. Our focus is to educate everyone so they are smart about their business and also give them key tools to help them become the best producer they can be. One thing we promote at our showcases and beat camps is, yes, you came here to compete but use the opportunity to network and speak to leading industry professionals that are looking to give a talented person a chance. They say your network creates your net worth so I tell producers and their team to come to our events and shake hands with everyone.
What were some of the early placements iStandard got that helped it establish its name?
Producers that have been in the iStandard Producer Showcase and/or submitted through iStandardProducers.com have had placements or been given the opportunity to work on such projects with Kanye West, Rihanna, 50 Cent, Rick Ross, Beyonce, Jay Z, Britney Spears, Yelawolf, Diddy, Sean Kingston, Iyaz, Snoop Dogg, Clipse, Lloyd Banks, Joell Ortiz, Camp Lo, Cam’Ron, Method Man, Fabolous, Freeway, and Talib Kweli.
What are some of the biggest records you have placed at iStandard?
We have placed records with 50 Cent and the whole G-Unit, Kanye West, Jay Z (iStandard alumnus S1 did the record for Watch The Throne called “Murder to Excellence”). But it’s not just artists. We have placed records and issued licensing deals for 60 or more producers in the past 7 years with Viacom (MTV/VH-1/BET, etc.) to have their music placed on various shows on the networks.
What happened to the “true remixes” where the original beat was slightly altered and new verses were added?
True remixes from the 90s are coming back. Trust and believe. We are all about the blend of the old with the new. Like I said before we will be at the front of every wave and the true remixes. Might start from us!
Who are some of your favorite producers right now?
My all time favorites are Timbaland, Kanye West, Dr. Dre, The Alchemist, Pharrell and currently, the two new producers MistrAdams and Analogic. MistrAdams received a placement with G-Unit on The Beast Is G-Unit with “Ballin” and Analogic received a placement with Maybach Music’s Scotty Boi. The record is called “Is You Down” featuring MistrAdams on the hook.
Do you ever see the producer being as famous and visible as the rapper in Hip-Hop? Why or why not?
Yes I do. Look at Pharrell, Timbaland, Dr. Dre, Mustard, Mike Will, and can’t forget Kanye West. They have all become superstars and are as famous or even more famous then the artist.
If you feel like you have what it takes to be the next !llmind or Hit-Boy, you can send your best stuff to Donavan via email (donavan@istandardproducers.com) or hit him on Twitter and Instagram. Be sure to follow iStandard’s Instagram and Twitter as well to find out when a showcase will be coming to a town near you.
Bryan Hahn would start producing if he didn’t have to sleep at night. He’s on Twitter (@notupstate).
