AFROKEYS COMPOSER and AGENCY PRODUCER CATALOGUE CRITIQUES

ALL TRACKS are analyzed on SELL-ABILITY, WINNABILITY, MIX quality and given a 30-30 rating on whether it is a track that has high money earning potential and commercial VERSATILITY. (In other words, can this track be used for a lot of different types of commercials and formats. CRITIQUES BY: Composer Wendell H and agency producer Bob S




JUMP OFF MASTER 30-30 RATING 20

*Nice musical changes and textures
*However in the commercial world, a track like this would have a tough time getting licensed
if we are thinking about track versatility.
*The fact that the instrumentation is slightly smooth and jazzy makes people lump it into
a style of music more suited for the over forty smooth jazz crowd.
To make this track more sellable in commercials, you can do the following:
-strip down some of the instrumentation in section so that it is not full from beginning to end
-Add a jungle or big beat techno drum track to it
-Change the arrangement of the track so that it is not so repititious and predictable
-Get rid of the solo synth sound because that makes it a smooth jazz track in the eyes of the ad business where you have
people who feel a need to categorize everything


KANGOL 30-30 RATING 20

*Cool neo soul/Maxwell vibe
*Nice musicianship and live instrumentation
*Try to spread out your mix on this; it feels like it needs more space
*Very nice overall however again in terms of the commercial sellability this track would be hard to sell because of the jazz and solo style arrangement and repetition
*This track needs a breakdown to drums and bass or a new change-up in the vibe in order to help it in the 30 second world
*Jazz is not a popular form of music in commercials and when it is used, it is used in a very traditional almosgt overtly obvious way. This track is part jazz, part neo soul and sits in the middle. I like the vibe though but sell-ability is low especially for the fact that it is so crowded musically with instrumentation throughout
*Why does the amount of instrumentation matter? It makes it difficult to place voiceover on top of the track without the music fighting the dialogue
*Believe it or not, this make a difference...that is why I say to create a section where it is just drums and bass for a while or just guitar and no drums.
*Everything at once makes it difficult to arrange in 30 seconds effectively.


ORGANIC REFLECTIONS 3-30 RATING 25

*Very nice groove! Very well mixed music with very cool changes
*I like this a lot in terms of the mood and how it makes you feel. Very nice strings come in over top to give new life to the track
*You should create a 30 second or 60 second piece out of this track and cut together the best parts.
*Very nice drumming and stereo mix
*If arranged properly, this track could be sellable and viable for the right spot. I see a cool car spot.
*Try putting a sample voice on the track to give it some personality...not a vocalist! a sample vocal that you trigger here and there.
*Needs a very specific style commercial to be sold for commercials, but not impossible. People with good ears will gravitate to it!
*Very nice climax and resolve towards the end. Love it!


GRAVY 30-30 RATING 28

*Love the beginning edgy groove.
*Sounds very authentic; the mix is great
*Nice build! Great chord progressions! I can't wait as I listen to this track!
*High sell-ability on the right style spot.
*I am so disappointed that this track never took me to that mountain top!
*So much potential..you must finish this track immediately!!!!!!!!!!!
*You have to take it to another place and then come back. It's too great not to finish


31 POP 30-30 RATING 30

*Great changes in this music; love the unpredictability factor
*Great sonic textures throughout; keep doing what you do!
*Your change-up shows your musicianship and command of your sound; you're not confined to a loop and that is great!
*Love the chord changes and build up in this piece! Your theme and progression is terrific!!!!
*You need to cut this track to 30 and 60 seconds as well utilizing the best parts


BUMPNMIXED 30-30 RATING 20

*Interesting sound mixture here, but a little random in terms of purpose
*I don't see this track finding a quick home in the commercial world
*The theme of the track isn't compelling enough;don't get me wrong the track works as its own piece but I don't see a sell-ability value in it due to the dense instrumentation and high synth factor and hip hop drums.
*Maybe for a video game, but this would be a tough piece to sell
*To fix that, I would suggest coming up with a better main theme or musical hook to the track that is more special and less predictable or with less "DONE BEFORE" characteristics
*The mix also could use an adjustment; turn the drums up more and give some space. Your tracks can get cluttered a bit without the right spacing.


MEL 30-30 RATING 20

*Why does this track remind us of a Keisha Cole track?
*This track is arranged more to be a song or instrumental do to its repetitive nature and lack of changes
*Very cool nature but needs a vocal to add character; doesn't quite hold up well on its own for a commercial
*More of an underscore for a sexy spot.
*Don't see this for a commercial, but more for a long narrative; but very effective in that regard.
* Very well mixed and spaced out. I like it for what it is
*Sell-ability factor is low because it just stays in that groove and mood.

MINT-REDO 30-30 RATING 28

*Music is a great recording and a slow burn; very effective
*If cut into a 30 or 60 second piece this is sellable and very effective
*Great sounds! Great mix! Great vibe!
*Sounds authentic; love the ending
*Love this ERICK

Wendell Hanes QUOTE: There is a genuine commitment I hear in your music; that doesn't always come through in others. I can tell when people are faking it. You commit then you create! A beautiful thing.

JOURNEY PART THREE 30-30 RATING 30

*I love this track! You take your time and tease us and lure us in at just the right time.
*This piece is far too short for its magnitude and impact.
*It's innocence allowed to run free!!!!!!!! Great exposition of musicianship and focus. Your mastery comes through on this track!
*I don't know how you could take the paint brush off this track Erick. Why stop at the point that you stop?
*Keep it going; add new instruments; perhaps a change-up that leads back to an all out push towards the world opening up to you.
*This track has great potential! It's already great. It just needs more because it is THAT GOOD!
*High sell-ability!

Wendell Hanes QUOTE: "Patience is key, you do not rush us and draw us in gradually with grandeur and a humbleness that makes us want more every time


BREATHE 30-30 RATING 20

*Stars off Purple Rainish then finds its identity quickly.
*Very nice upright bass vibe
*Love the authentic sounds; great finger snaps
*Sell-ability with this track however is low because it stays locked in the same groove and the groove itself is abstract
*Vibes work well when they have a directive or motive.
*Vibes that are just vibes and force you to become part of its world or else don't work well in the ad industry
*If you are trying to sell on commercials, this is they type of track that needs more dynamics rather than a locked in vibe because it takes a long while to settle in to this track in order to feel the energy of its sound.