News: Jay-Z's "D.O.A" Sparks Reaction From Auto-Tune Maker, "We Couldn't Buy This P.R."
Friday, Jul 31, 2009 10:45AM
Jay-Z's controversial "Death of Autotune" record has not only sparked a reaction from rappers but the makers of auto-tune have responded and they say the controversy is good for business.
Auto-Tune maker Antares Audio Technologies' Marketing Vice President Marco Alpert explained what Jay's popular record has meant for his company.
"The Jay-Z controversy is great," he said in an interview. 'We couldn't buy P.R. like this...I think Jay-Z said he saw Auto-Tune used in a Wendy's commercial, and that pushed him over the edge...We make no value judgments on how people use our product...It's a tool to be used by the people who buy it, and we're happy when consumers find new uses for it." (New York Times)
Hov recently spoke on his hit song and why it was a challenge for emcees to step up their rapping skills.
"Absolutely, it shook it up," Jay said about the song's impact. "It shook the town up. 'D.O.A.' for me, the meaning of it was really, it was more of a challenge than a diss record. I guess a lot of people took it as a diss record but for me it was more of a challenge. For me it was more of a challenge, you know, let's go. That's been done, we done that. That sounds good, I like the way those records sound. I'm not saying I hate auto-tune, I hate a hundred thousand people using it 'cause I don't wanna hear the same record over and over again. I'm a fan of music so that was my push to my peers, to the music business in general to a counter cultural movement. Hip-Hop is about if you're doing that, I'm doing this. Everybody doing their own thing and being individuals. I felt we were losing that." (Tim Westwood TV)
Producer No. I.D. previously said Kanye West, Cool & Dre, Don Cannon and Timbaland were each in the studio crafting it.
"Jay is the type of artist that can go so many directions," I.D. explained in an interview. "It was me, Tim, Ye, Cool & Dre, Don Cannon and a deejay. The deejay said Jay needed a record like Soulja Boy got to get the kids. The energy shifted from Kanye, he was like 'Man, enough is enough.' But then I put the headphones on and started finishing the unfinished idea I had. And Kanye was like 'Put this in there, put this in there,' and soon as I played it, all the heads went to the 'Jay-Z pocket,' and Kanye said how the chorus should be, Jay just took it and came back the next day with the whole song...[The sample] was so unique and so emotional that I knew it would cause a reaction no matter what. I wanted to try to get as close to authentic 90's style hip-hop without being limited to the 90's style program of drums." (Zach Wolfe)
Jay previously said Yeezy played a major role on the song's overall success.
"He actually sparked the idea," Jay revealed. "When he heard the beat he said, 'Man, this is just so hard! This has to be against everything -- no auto-tune, none of that type of stuff!' He didn't know what I was going to do or where I was going to take it, but it was actually his fault...After we made the 'D.O.A.' record about a month ago, we were like, 'if it's got to go, it's got to go' [from my album]. In hip-hop, our job is once a trend becomes a gimmick, to get rid of it. We've done that since the beginning of time...Now people are using auto-tune even in Wendy's commercials, and it's like, 'Oh no! That has to go!' It's become part of main culture. It's the same thing like when the old lady in Oregon starts saying, 'bling, bling.' It's like, 'I'm never saying that again.'" (Billboard)
Check out Jay-Z's "Death of Autotune" performance below: