Artist Spotlight: Cherub
If music and tech were just the homies, we’d be looking for a relationship status. The intersection of music and technology gets richer and more intimate everyday. No genre is safe from the takeover, nor should it be. Tech enables the evolution of music, and the musician. For example, Jordan Kelley and Jason Huber understand and take advantage of this overlap as the real deal power duo Cherub.
It’s difficult to label Cherub’s music. Somewhere in the realm of rocking electro-pop, these artists make, share, and stage awesome songs with innovative technology. Kelley and Huber are experts on integrating technology to boost the volume on their careers, too. They took some time out from packing concert halls with eager fans jamming to “Doses and Mimosas” and found time to share some of their experience and expertise with us.
What tech do we use to connect with fans?
Since day one of this band, we’ve used technology in everything that we do… on the stage, in the studio, at the after party, and everywhere in between. On stage we use guitars and an assortment of electronic gear to allow us to perform out the music that we perform and arrange in the studio. We try to break down the barrier of the modern EDM performance that is the DJ table, and keep things more rock n roll, allowing a lot more interaction with fans when we play live. Tech also allows us to reach out to people and spread the music worldwide.
Do we connect with other artists via tech?
Twitter has been a very fun, casual, but also very useful way of connecting with other artists and fans. The informality of the whole thing makes interactions, and means a LOT of ideas are thrown around… If you’ve for a good one, you’ve got to follow through!
Best way to distribute music?
There are officially one hundred bazillion and one different ways to digitally distribute music now. There is no right answer as to what is best… to each their own. In the beginning of our career we gave away all of our music for free digitally, and it was the best decision that we have made. Free music means music can be easily accessed and shared. Now that we have signed a major label deal with Columbia, it is a little more difficult for us to do this all of the time, but we always try to find new inventive ways to still share our music for free, like short releases with spotify and other digital media partners.
What would help set up a show?
The first concert I went to on my own was such a cool experience for me, because the band Jump Little Children was doing a thing where you could purchase a CD recording of that very show on the way out the door. I still listen to that very show to this day, and I can even hear myself “whoooo!” Being able to offer concertgoers a more interactive concert experience like that is something special.
Tech wish list?
Direct-to-brain interfaces… like Bluetooth for your brain. Physical limitations on creativity would be broken down so quickly. Doesn’t mean everybody would have better ideas… just better access to their ideas.
Cherub walks the talk. The rampant success of their free releases and the impressive reach of their online distribution has earned them a loyal, devoted, recurring fanbase. Cherub recognizes the role of technology in everything from their physical equipment to the subtle feels of the live experience. Keep an eye on this tech savvy group as they position themselves at the experimental cross-section of tech, music and ever-evolving awesome.