Autotune And The Changing Music Industry
What is “autotune” and how did it find it’s way into contemporary music? Autotune is a computerized piece of recording equipment that was created in the 1990’s and originally used to make off key notes sound perfect by altering the pitch. So yes, really bad singers can sound pretty good. Great singers? Well, they sound fake.
The first time I heard it used was on Cher’s recording of “Believe”. Not that Cher was ever unable to sing, but it was used to make her sound a bit more contemporary for the dance music genre. Eventually artists like Beyoncé, Justin Bieber, Jay Z, and many others’ were also using this trick. It’s even been reported that the television show “X Factor” was using it up until 2010 until it was banned from the show.
Moving forward, while listening to Tim McGraw’s latest single “That Girl” there it was again! Oh my! Now autotune has been dragged into country music. Although now that I think of it, I remember Faith Hill may have had a little autotune in her smash single “The Way You Love Me.”
Call it whatever you want, autotune is what it is. At the end of the day, real talent will be organic and everlasting. Fake talent will have to hide behind a fancy computer, only to have one hit and never be heard from again.