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From Rehearsing in a Church Basement in Norway to Producing Music for International Artists: Music Producer Peder Etholm-Idsoee

Music Producer Peder Etholm-Idsoee
Music Producer Peder Etholm-Idsoee shot by Alex Winter

Today internationally recognized music producer Peder Etholm-Idsoee is best known for his work as a music producer on the BMI award-winning song ‘Que Los Mares No Se Enteren’ by Nico Farias, the multiple songs he’s produced for international artist Naïka, such as the world pop chart-topper ‘Ride,’ Lexxi Saal’s new single ‘Break a Bottle,’ Lauren Carnahan’s ‘Criminal,’ which has streamed over 600,000 times on Spotify, and more.

Etholm-Idsoee’s musical journey began back home in Oslo, Norway when he picked up the guitar at the age of 6. “This is when my rock star dream really started” he recalls. “At that time, I dreamt about playing in a band, touring the world just playing shows and making music on the go. I think somehow everyone that does music for a living has had that dream in one way or the other.”

Though he wouldn’t go on to become a ‘rock star’ in the traditional celebrity sense, that was a decision all his own. Instead he would become a major behind the scenes figure in the careers of many of today’s prominent artists.

By age 8 he was fully immersed in voice lessons, which he says he is now ‘extremely grateful for,’ and by age 10 he’d started teaching himself drums and bass, two instruments that fuelled his passion and led him to begin playing with rock bands in his youth.  

Often times rehearsing in the basement of the local church, Etholm-Idsoee recalls during one heavy metal rehearsal in particular that, to the band’s surprise, the church priest casually walked in. “We all thought that we might be in trouble because of the nature of the music we were playing.” Rather than scolding the young musicians, the priest had something else in mind. “He came over to my drum kit and he looked at me and said ‘that looks fun, do you mind if I try?… He sat down behind the drum kit and to everyone’s surprise, started shredding like a god, no pun intended, which ended up in an amazing jam session with the priest. I quickly jumped on a guitar, and we ended up playing for hours.”

Etholm-Idsoee marks that experience as one that taught him to ‘never judge a book by its cover,’ a vital lesson to his work as a producer, and a good rule of thumb for us all.

But it wasn’t until the age of 12 that he got his first recording equipment, and that is when he began laying the groundwork for his career as a music producer. “When my cousin installed my first DAW, the software to produce and record music, that really sparked my interest in the craft of producing. This resulted with me starting to produce and arrange for every band that I was in.”

After playing gigs in Norway with several bands in his youth Etholm-Idsoee soon realized that, while he loved creating and playing music, the celebrity appeal of being a ‘rock star’ was not all that appealing to him.

Music Producer Peder Etholm-Idsoee shot by Alex Winter
Music Producer Peder Etholm-Idsoee shot by Alex Winter

“I never really had the urge to be a frontman,” explains Etholm-Idsoee. “I’ve always been interested in the recording and arranging aspects of music in many different genres… I’m a nerd, I love when I can sit down and make sounds and really geek out on the technical aspect of this type of work, something that never gets old for me at all.”

By that point he’d achieved an impressive skill level on multiple instruments and had several years of experience recording and producing for all of his own bands, so it came as no surprise when he was accepted to the highly competitive Berklee School of Music in Boston, MA., where he would go on to graduate Summa Cum Laude with a degree in Music Production and Engineering.

Whilst living in Boston, he was invited to work as a music producer on Nico Farias’ single ‘Que Los Mares No Se Enteren.’ With Farias already having the song written, Etholm-Idsoee and his co-producer Jason Strong came in and arranged the song and made additions to the melody. Earning Best Song of the Year from the 2015 Latin Billboard Awards and ranking No.1 on Guatemala’s iTunes chart, ‘Que Los Mares No Se Enteren’ was the first Latin pop song Etholm-Idsoee produced, and it quickly became a major international hit.

Music Producer Peder Etholm-Idsoee shot by Alex Winter
Music Producer Peder Etholm-Idsoee shot by Alex Winter

At around the same time that he began working with Farias, Etholm-Idsoee came on board as a lead music producer for the artist Naïka, who has since signed with Capitol Records/Universal Music Group.

Naïka says, “Peder and I have been working together for almost 3 years, and he has been a part of many of my projects. Our first release together was my first single ‘Ride,’ which has done extremely well, and led to me to my record deal with Universal Music Group. Since then, Peder has contributed to most of my upcoming singles that are to be released under UMG including ‘Serpentine,’ ‘Sleeping Pill,’ ‘Oh Mama’ and ‘Lose Control’.”

Taking the No.2 spot on Spotify’s Global Viral and US Viral charts, and being selected as one of the top 50 tracks on the Viral charts for more than 12 countries, Naïka’s not embellishing one bit when she says the single ‘Ride’ has done extremely well.  

Earlier this month Naïka released the track ‘Serpentine,’ and like ‘Ride,’ music producer Peder Etholm-Idsoee played a pivotal role. Present from the very first session, Etholm-Idsoee created the bass riff in the chorus of ‘Serpentine’ using one of his synths, a key element that sets the dark and sexy mood of the track, and is the basis on which they built the rest of the song.

Amongst the many things that set him apart from other music producers in the U.S. is the fact that Etholm-Idsoee grew up in a different country. His Norwegian cultural background has not only had a huge impact on his musical influences and his approach to producing, but it has created an avenue for more creativity when it comes to working with artists in America.

“It has been such a pleasure having Peder by my side along the way,” Naïka explains. “Not only has his talent elevated my songs with his production skills, he has also helped me develop and define my artistry and my sound.”

Aside from being one of the lead producers for Naïka, he is also the music producer behind the rock band Migrant Motel, who’s newest single ‘Blue’ made it onto Spotify’s Rock Total playlist earlier this month. As Migrant Motel’s music producer since 2015, Etholm-Idsoee recorded and produced their debut album “Volume One,” which was released last year, and is currently working on the next releases, which are scheduled to drop later this year.

Peder Etholm-Idsøe - Studio Shot 2
Music Producer Peder Etholm-Idsoee shot by Alex Winter

“I love being ‘the guy behind the glass’ working for the project. So producing for other artists is just right up my alley of what I like to do,” says Etholm-Idsoee. “I honestly just want to create music that provokes an emotion in people, either it is happiness you can share with your friends, being able to relax and enjoy the present, or helping a person through a tough time in his or her life, and I can keep doing that for the rest of my career, I would say that I have achieved my goal.”

 

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Ishita Srivastava Uses Humour to Help Audiences Connect on Polarizing Topics

 

As a population we are bombarded with an influx of content and information on a daily basis, so much so that it becomes challenging to sift through the over saturated media and find stories that really matter. Regardless of whether someone wants to spread a message about an upcoming event, groundbreaking discovery, or just wants to make a YouTube video with the possibility of going viral, knowing how to produce the message in a way that will reach the most diverse audience and actually have an impact is the most fundamental building block; and, digital content producer Ishita Srivastava knows exactly how to do that.

Some of the projects she has spearheaded and produced digital content for include the “Deport the Statue” campaign that reached over 20 million people in 2013, and the “Be That Guy” campaign, which aired on the Jumbotron at the NASCAR Miami Speedway Championship in 2013 as well as every other NASCAR race across the nation over the course of 2013 and 2014.

What is even more impressive than the reach and effectiveness of the digital content Srivastava has produced to date is the fact that she uses her brilliant skill to create work that spreads awareness and mobilizes people to take a stand against injustice. The issues she focuses on in her work, such as immigration reform, violence against women and racial injustice, notoriously elicit a wide spectrum of opinions. Naturally, you are probably wondering how Srivastava has managed to create content that diverse audiences with clashing beliefs can connect with when it comes to polarizing human rights issues; and the answer is– humour!

As the Producer and Deputy Director of the U.S. branch of Breakthrough, a global human rights organization that she has worked with for the last six years, Srivastava has continually used humour and storytelling as a tool to magically transform issues like gender equality, immigration and race into topics we can come together and see as “human” issues that affect us all.

For the first video of the “Be That Guy” campaign, Srivastava was charged with the hefty task of creating content that would inspire audiences at NASCAR races across the U.S. (an event that notoriously draws a large group of beer drinking race fans, most of whom are men) to stand up against sexual harassment and violence towards women when they see it happening.

Instead of creating a PSA that vilified men (which would immediately turn off a vast majority of the audience), Srivastava created an animated short film that portrayed the sexual harasser in the video as someone we all probably know or have met in our personal lives. The video in no way tried to make us hate him, instead it made us feel a bit sorry for his ignorance, and called on audiences step up and intervene, letting him know “hands are for beer and high fives, to imply, “hey man, that’s not right.”

 

 

Over the years, Srivastava, who has directed and produced countless films including the powerful documentaries “Desigirls,” “Inside- Out: Expressions of Gender and Sexuality,” “Checkpoint Nation” and “Mansimran,” has proven herself to be a master storyteller. So, it’s not surprising that when she was asked to transform the initial NASCAR-fan targeted “Be That Guy” video into a video that would effectively spread the message to audiences at a Green Bay Packers’ tailgate party, she was up to the challenge. Set in an animated version of the Packers’ beloved Lambeau field, the video portrays a crude fan in the stands shaking a hot dog as he makes lewd sexual innuendos at the stadium waitress.

The overall message of these videos is that if an action promotes violence or sexual harassment against women, regardless of how small an act it is, then it is up to us to take a stand and let others know that it’s unacceptable.

About creating the “Be That Guy” campaign and producing videos that would make an impression on these audiences, Srivastava explains, “they were great challenge because they were totally outside of my comfort zone in every possible way.”

While using humour appears to be a seemingly simple approach that helps those with opposing views see eye to eye over issues that under normal circumstances are known to cause arguments, there are few other digital content producers, and even fewer human rights activists, who have been as effective as Srivastava in transforming the way we see many of these polarizing topics.

One of Ishita Srivastava’s most recent projects for Breakthrough is THE G WORD, a global storytelling platform that is transforming our perception of gender norms by inviting people to submit their personal stories and experiences with the subject. After launching in December, the platform has received hundreds of powerful story submissions from people of all ages all over the world, many of them are available on The G Word website: http://us.breakthrough.tv/thegword/

 

G Word homepage

 

In an interview with Sue Ding for Docubase, Srivastava explained, “We invited people, not just women but everybody, to share their story with the invitation that we all have a gender story. They range from everyday experiences of norms to really dramatic stories of discrimination and violence.”

THE G WORD brings together a collection of stories that span a wide range of subtopics such as consent, masculinity, dating violence, the women’s movement, greek life and many others, all of which are connected through the issue of gender. Besides giving people all over the world a platform to share their stories, THE G WORD has made it apparent that many issues that we might not think of as being gender related, actually are. The Chore Challenge, one of the many story categories Srivastava created for The G Word, asks audiences to contemplate what household chores they have taken on and whether they are rooted in gender roles. Simple examples such as young girls being taught to do the laundry, whereas their brothers are tasked with such things as fixing things around the house or mowing the lawn show how gender norms have been woven into the fabric of each and every one of our lives; and that these issues connects us all, whether we realize it or not.

“THE G WORD has been a dream project for me—it is characterized by all the things that I love, the things that get me to work in the morning, Some of the stories we get can be hard to read, but they’re honest and nuanced, and work so well to inspire empathy and make complex and intersectional issues relatable.”

THE G WORD  platform and the impressive collection of ‘videos for change’ that Srivastava has produced to date have not only been astonishingly effective in spreading messages about globally relevant issues, but her unique and thoughtful approach to digital content has made it possible for her work to break through the cultural and perceptual barriers that separate us, in turn providing us with a common ground where we can stand together.