Wazzup Xclusive Interview| Memoryy “Turning the Page” | Synth-Pop
Memoryy “Turning the Page”
New York, NY – If you were to look up the Webster’s definition of the term, “Synth-pop” it would yield the following results…. SynthPop (adj) – a pop music genre that uses the synthesizer as the dominant musical instrument. However, if you were to put the term synth pop in applicable use, Webster’s would simply prompt you in the direction of “Memoryy“. The one piece synth-pop band comprising of a Mr. Shaun Hettinger, is slowly changing the culture on the popular art form. Far removed from the humble beginnings of catchy 3-minute songs, Memoryy introduces an intensive new wave of energy.
With synth pop now in a Renaissance period, it’s artist such as Memoryy who adds a respective flare to the art from that resonates. Memoryy approach to songwriting and production personifies an unprecedented musicianship that’s produced 2 EPs, 4 singles with six consecutive Top 20 charts, and counting. Talking about putting in work! Recently, the Memoryy remix of International pop star Tanis, “Blackout” single has garnered major attention from Industry Insiders from across the Globe.
Synth Pop originates from the art rock/disco sound that dates back to 1964, deriving from the Moog synthesizer by Robert Moog. Throughout the 70’s, the genre cultivated, and in the early 80’s synth pop exploded in part due to the adaptation into the mainstream by progressive rock musicians. With pioneers such as Depeche Mode and The Human League leading the way, the art form flourished in the 80’s which has paved the way for the synth-pop musicians of today! Memoryy injects a true blend of rhythm and structures that resonate with a fan base that feeds from the pure unadulterated energy! At the current, Memoryy is in the lab putting the finishing touches on the forthcoming album , “Skeletons”.
Memoryy body of work includes numerous collabs and remixes alike from well establish artists such as Ron Pope, Paperwhite, and Color Theory. Memoryy production company – Keytarred And Feathered
Recently, Wazzup Tonight caught up with “Memoryy” at Green Jeans restaurant in Albuquerque, New Mexico for an all exclusive interview!
Besides the great food and killer Santa Fe Brewery beerski’s, we discussed synth pop, the music industry, and what’s next for Memoryy!
WT: Explain, exactly what is Synth Pop? What makes Memoryy different from other bands in the genre?
Memoryy: While I definitely combine Synths with Pop music (like most in the genre), I really like to experiment with sounds & weave dreamy and artsy layers throughout. The technology for music-making has come a long way since the 1980’s Synth Pop origins, and I try to stay ahead of the curve as a producer, whether it’s incorporating some EDM sounds or building my own glitchy samples.
WT: What ONE adjective would you use to describe your band?
Memoryy: Synthy. (That’s not really a word, but I use it so often that it is to me)
WT: What draws your inspiration in the creation process (songwriting)?
Memoryy: Every song is different. But I start with an open mind & an experimental hand. Twist some knobs, cut up some samples, play with some of my toys (synths / drum machines), and before you know it my imagination is running and 2 hours later a song is done.
WT: Whats the difference between Synth Pop and EDM; both use guitars and synthesizers, right?
Memoryy: No, I don’t think EDM traditionally uses guitars. Synth Pop was incorporating synthesizers into guitar rock bands in the 1970s & 1980s (think The Cars.) These limited (1 or 2 oscillator) analog synths were new & exciting but lacked the punch to compete with & replace distorted guitars. Jump ahead to the digital world of the 2000s & now you can download a freebie virtual synth on your laptop that is pimped out with 4 oscillators, every distortion & built-in effect you can imagine. You only have to hit one note and the loudest Sub-Bass rumbles your floor and rhythmically pulses to the programmed beat of your choosing.
WT: I love the artistic direction in your music videos, such as “Don’t Give up”, where do you find the concepts for the visuals?
Memoryy: Thanks! I really like finding awesome & creative directors to work & collaborate with, who make these videos so easy. Sometimes I’ll write a screenplay, or the director will have an idea and together we’ll flush it out. Other times, I just give them free reign to make the creative passion project they’ve always wanted to make & “Don’t Give Up” is an example of that. Directors Al Kelly & Thomas Shim are two ridiculously talented ad guys who came up with that one. It’s so effective because it’s so simple: Color slowly exploding from white. It’s still one of my favorites as well!
WT: Your favorite Synth Rock song of all time?
Memoryy: My favorite Synth Rock song of all time has got to be New Order’s “Age of Consent” & my favorite Synth Pop song of all time is (and don’t laugh) Wham!’s “Everything She Wants.” The SH-101 bassline with the electronic drums gets me from the very first note.
WT: Any new projects on the horizon? Tour? Merchandise?
Memoryy: I’m currently finishing up my next Memoryy album called “Skeletons” & shopping that to labels and management. I’ll be supporting that with a brand new live band line-up with some killer Albuquerque guys I’m finding. And another epic music video is underway for that album as well!
WT: What advice would you give up and coming artist in your industry?
Memoryy: I hate to say it, but have a day job. The music industry is not what it was & is harder than ever to make it financially. If you love it, stay at it, but be prepared to spend decades chipping away at it until you finally see money from it. Technology has made it easier for us to find projects, work & self-release our stuff, but don’t forget that you’ve got to put the time in (like any job). There’s no shame in taking recording lessons so you don’t have to pay a recording studio ever again or keep studying your instrument so you really become one of the best in the world. I think too often people want quick fame with no work involved, and that’s just not realistic.
WT: Wow, that is the best advice ever! What do you think about where the industry is moving these days?
Memoryy: Who would’ve predicted Spotify 10 yrs ago, or Napster 10 yrs before that? I honestly have no idea. I just know that as technology advances, we can do more with less. The names keep changing, but there will always be a new easier way to record, distribute & consume music. And as long as there’s a revenue stream for artists involved, then I’m onboard!
WT: Please tell us about your production and Label?
Memoryy: The problem as a songwriter & producer is that I make SO MUCH STUFF, I can’t realistically release it all under Memoryy. I love writing classical piano pieces, cinematic EDM-orchestra hybrids, or just super weird stuff that would never make any sense as a Memoryy song. I also compose & produce for other artists, do PR for musicians/bands, & often write custom music for TV/Film/Web projects. So I started my own company – Keytarred And Feathered – which essentially is a home for ALL THAT STUFF. (And to anyone reading this, who needs some of THAT STUFF – hit me up!)
WT: What is your biggest challenge in the music industry?
Memoryy: The whole streaming platform battles are reshaping the landscape. I used to focus all of my attention on music sites like Hype Machine, but now it’s more important (and certainly more rewarding financially) to focus on getting on Spotify or Apple Music playlists. As a musician, you’ve got to keep an eye on the ever-evolving landscape. Soundcloud was bought out last month & no one really knows what that means yet! Things like that.
WT: How did the placement come about for the Netflix Chelsea Handler Show;“Turning the Page”?
Memoryy: You’re not the first to make this mistake (I get tweets like this all the time), but Turning The Page is NOT the theme song for Chelsea Handler. They’re two different songs with similar pop sounds & were both released around the same time, hence the confusion.
An old bandmate friend is a writer on her show & I just happened to email him some of my latest songs for TV & film, and he said “I love this one! Can I pitch it to Chelsea?” I had no idea they were even looking for a song, so it was such a shock! And then there were the 2 weeks of “Your song is the Top contender!” / “Your song is not looking good!” It was so topsy-turvy, & I just never thought it would happen until the check cleared & I saw the first episode! I mean, I’m still pinching myself. It’s crazy!
By the way, Netflix owns the Chelsea song, so I can’t ever release it (or believe me, I WOULD HAVE!)
With a recent move to Albuquerque, NM, a new production company & label (Keytarred and Feathered), and a new project (Skeletons), the future looks bright for both Memoryy and Synth Pop.~ Renzo
Stream Memoryy Catalog Today
Bridgit Mendler – Atlantis Feat. Kaiydo (Memoryy Remix)