Stacie Rose: On Fearless Songwriting, Sharp Synch Licensing, and her ALTER EGO

July 5th, 2010 by Trenton

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RUTHERFORD, NJ: When an insatiable appetite for songwriting collides with a quest for success, artists like Stacie Rose are the result. You could say this career-focused New Jersey native is fast-emerging, except there’s a lot to suggest she’s already arrived.

A young but oft-licensed songstress with a clear ear for hooks, her cuts have already garnered synch uses from clients including MTV’s “The Hills”, VH1’s “Tough Love”, Paste Magazine’s “SONGS FOR HAITI” compilation, amc, FX, ABC, Escada fragrance campaign, American Airlines Radio, and FUSE TV. Those tracks, several off of her Shotgun Daisy! album, are about to get a run for their money from her dual ALTER EGO EP releases of Raw Sugar and Means to an End (Enchanted Records), going first to her Pledge Music supporters on July 20, and then to the big ole’ world on August 17th.

She’s no calculating bean counter, though. Rose’s approach to creativity and collaboration are what keep her energized, as she revealed in the SonicScoop interview. Listen to what she lays out here — we say this is How to Make it in Music, 2010 style.

You’re a pretty prolific writer. How does a song get started for you?

My approach to songwriting varies a little. It generally starts with a lyric, a gut feeling or story that leads to a lyric, or sometimes I just grab the guitar and start strumming, and humming, and then it’s racing around looking for a pen and something to jot ideas on, like junk mail or the back of a magazine, and then my digital recorder to sing into.

Then, it’s Demo One, followed by Demo Two, many versions, verse and chorus — sometimes days in between, then a bridge might emerge.

Maybe that’s more my process: My approach is really capturing the essence of the moment, or concept, I’m writing about. I try to bring my perspective to things, my metaphors, and create a mood, a picture, or emotional landscape. Sometimes I try to teach myself a lesson, work through a  personal challenge, or celebrate an epiphany.

I used to feel very evolved, but I seem to be going through a new phase where I am suddenly tripping upon survival skills, questioning things, reacquainting myself with my inner strength and writing through it all. Sometimes I don’t try to do anything at all, no goals — and the songs/words pour out.

That lines up with the very thing that I’m trying to relearn this week – that change is GOOD. So how does that songwriting approach reflect how you see yourself as an artist?

I view myself as a unique, pop songwriter, both fiery, and feminine. I’m almost always in motion, even when I am still.

I’m not an anarchist, but certainly do not conform to anything or anybody. I don’t follow the pack. I do take my work/songs very seriously, but don’t take myself tooooo seriously. I have dark comedy tendencies and the deepest love of melody and words. I’ve come to accept my own dichotomies. I can rock out pretty well, but can also turn a shy side. I’m part late-night, acoustic singer-songwriter girl, who sometimes likes to mash and trash it up!

That’s multiple personalities! But at SonicScoop, it’s not a disorder. What’s been your approach or strategy for developing your musical career?

My goals are to continue to create music on my terms with people whom I respect, and enjoy sharing the process with. I always want to give myself the room to grow and experiment. It’s important for me to be true to my heart, my vision and to stay in the moment as much as possible, enjoying, or at least feeling the process even when it’s more difficult.

I really make a grand effort to help these songs out into the world, so that they can have a life, and hopefully work their way into people’s homes, hearts, heads, and iPods.

You’ve built up a great track record all ready with synch placements – MTV, VH1, FX, FUSE TV. How did you get started on this track? What role have music-to-picture placements had in your artist development?

The Orchard managed to place my song “Here’s Looking at You” in an ESCADA “Sunset Heat” Webisode. When I saw the footage, it felt really fitting. The song is up tempo and free-spirited. The episode was summery, sexy, & beachy.

I’ve actually had two songs in racy bathroom scenes, which I think is kind of funny and interesting. My good friend and filmmaker, David Kittredge, used my song “Promised Land (remix)” in his award-winning film, “Pornography: A Thriller”. The song pumps in a club as two guys size each other up in the men’s room. Another song of mine called “Back to Life” made it into an episode of the FX show, “The Riches” (with Minnie Driver and Eddie Izzard). That song played in a bathroom scene in which Minnie got groped at a neighborhood house party by her husband’s colleague. Good stuff!

Then the placements in MTV’s “The Hills” and VH1’s “Tough Love” got a lot of buzz since those hit shows are such guilty pleasures! I had a song called “Find Your Way” in an amc movie spot, and it was wonderful because it aired just before my last record Shotgun Daisy! was released.

The movies being promoted were stellar and stories within the spot really meshed well with the lyrics and melody. The characters in the movies were in fact “finding their way” A really great spot, and good match! And, amc was super cool and artist-friendly, including an artist/song/label credit, which helped with record sales. The spot is on YouTube and gets a lot of love from fans, and made new people aware of my music.

In general, the licensing is a really great way for artists to earn money and to continue creating. The consistent placements have really helped me to build buzz, gain momentum, and get people’s attention.

Licensing PROPS. So does it get hard NOT to think of synch-ability as you continue to write? Do you find yourself wondering if a song is going to work for picture as you write it?

I usually don’t think about synch when I write. I might just have a knack for finding a universal way to convey things. I like being poetic, and crafty in my writing but I also want people to get it — I believe in the power of a good pop song!

It may sound obvious, but why do you think having an understanding of synch licensing is important for emerging artists?

You want to be able to market yourself and bring your songs to the surface, reaching the masses. You’ve got to know the game if you want to play. People are watching TV, webisodes, and films. They won’t always seek you out, so you need to find ways to bring the music to them.

This is a sneaky and savvy way of getting your music to be heard and felt. It’s quick and painless. And, if they dig it, they might come back for more, seek you out, purchase your music, stalk you, blog about you, etc…

Well put. Switching gears, do you have your own studio in NYC, or do you record at other people’s facilities? Where do you like to work?

I demo all my songs at home on a digital Sony mini recorder. If I’m on the run, with no guitar on hand, I will sing into my iphone(recorder ap). If I mean business and am going for a real recording or even a pristine demo, I will work at Defy Recordings with Robert L. Smith. He gets beautiful sounds. I work on a lot of arrangements with Jeff Allen at his place in the Bronx, and often bounce around to various studios (mostly in NYC) to work on various side projects.

When someone works with a variety of producers like you do, how do you decide who to work with?

I guess I mostly work with the people I love and trust the most because it’s like home. Robert and Jeff have really been constant collaborators. Both of them have introduced me to a myriad of amazing singers, musicians, and writers.

David Patterson and Rob McKeever (both guitar players) have consistently helped me find a voice for my songs through the years, so I often turn to them as I write.

I am really loyal to those who have been on board since the get-go and, at the same time, incredibly open to meeting new artists and melding my music with others. I feel as if I’ve been collecting new friends and building momentum mostly because of the exciting energy that comes from good, soulful, collaborating. It’s the key to my success as an artist.

That’s BIG. Did that work go into your new EPs – two different projects — that are about to come out simultaneously?

Alter Ego awaits...

I’m about to release the most exciting project of my musical career thus far: The Alter-Ego EPs, officially due on on August 17th. I raised a good portion of the budget for this through PLEDGE MUSIC.  I have been sharing the process, and progress through PLEDGE, Facebook, my website, Twitter, blogs etc…

This is really the first of many concept projects for me. The Alter-Ego EP: MEANS TO AN END is a bit more raw than my other records, and veers off on an edgier, live-ish path.

The sound and approach is mostly influenced by some of my classic rock heroes. Jeff Allen ( the producer of this EP) and I got our dream band together, did two long rehearsals and then went right into the studio and recorded six tracks in one long day, so that the ideas would be slightly rough around the edges and possess that raw, unaffected energy that comes with the initial creation of something.

We recorded with Oliver Straus at Mission Sound in Brooklyn. He got stellar sounds, and the day is one of my favorite memories. Since then I’ve been finishing my vocals, and we’ve been adding a few exiting overdubs –The icing! It’s being mixed right now!

The Alter-Ego EP: RAW SUGAR is pretty dancy. It’s pop at its clubbiest for me and has been really exciting to make.

Robert L. Smith has produced this EP with me. It’s been intensely collaborative, constantly evolving and there are so many exciting people involved. It’s a departure for me in a way, but feels totally natural. I’ve worked with Robert to corral and empower the various producers, mixers, programmers and singers involved, to help shape, and make these songs a sensation.

In doing so, I have felt new sides of myself emerge. I see neon, champagne, and many costume changes in my future. So, I guess I would describe the overall project as gritty and pretty, pop and pow, sugary and savory, thunder and lightning. They go together but are totally different.

On another musical side of you — you introduced me to a really interesting project involving the Beatles and some ukuleles…

Well I’m sort of late to the party, but happy to have been invited nonetheless.  This whole thing happened pretty organically. I had the good fortune to have been introduced to the amazing singer-songwriter/vocal producer Mike Harvey. My friend/producer/collaborator Robert L. Smith hooked us up for the ALTER-EP project I am currently working on.

Mike’s soulful voice has become a key ingredient in the dance/pop songs. He introduced me to David Barratt who founded the high-concept art project THE BEATLES COMPLETE ON UKULELE with Roger Greenawalt. It’s like “Where’s Waldo?”, but with ukulele. You’ve got these amazing, intricate, arrangements, and exciting incarnations of beloved Beatles songs, and somewhere within each track there is a UKULELE! How fun is that?!!!

Sometimes the instrument plays a large roll, sometimes it’s a bit more discreet, but it’s the common thread that binds this project together. I loved having the opportunity to pick the song I wanted to approach in my own way. When I got the list of available songs, my eyes raced down the page, searching for I ME MINE (written by George Harrison)… it was free! It was MINE! once I declared it so, David built the most gorgeous, hypnotic track for me to sing to and the rest is history. The track should make its way into the world this summer!  It’s quite a unique and exiting project, with so many amazing artists lending their voices.

The track we heard was indeed awesome — although the latest post (July 2) on the blog makes note of “irreconcilable differences” between Roger and Dave. Intrigue! Anyway, so you’re off to a good start: What advice do you have for songwriters/artists who are just getting started now? And in that vein, what do you know now that you wished you had known a few years ago as you were getting started?

WOW — I wish I had known so many things when I got started and I really knew nothing. It was a blessing in many ways because it taught me to be resourceful, organized and creative.

I made countless mistakes, and made astonishing waves by being fearless, and stepping up to things. I always acted like I had it going on, and this confidence seemed to draw others into my orbit.  Sometimes I wish I possessed the same brand of moxie now.  Ignorance is bliss, to a point. Knowledge is power, always–and some place in between that–if you can remain open, stay focused. learn from mistakes, trials and errors, and hold onto that raw, gutsy, mojo… that’s magic!

I would also tell a newbie, to do things on your own terms. There’s no fast track, no tricks, and no finite way to make or promote music today. Find what works for you. Define your own sense of success. It’s ok if you don’t have all the answers, but you have to be willing to learn, ask, and try.

You don’t know? Draw from your heroes and influences but always try to be unique, authentic and GOOD! Persistence often pays off. Put good energy out into the world, treat others as you wish to be treated, seriously, and don’t do it if you don’t love it and burn for it.

Thanks for some inspirational insights. Lastly, why do this in NYC and not LA, Nashville or Nairobi?

Because NYC is still the best place in the world, with the best pulse, the hottest vibe, and an intangible energy force-field! There will always be a certain artistic history, and edge about NYC that reminds you that you’re alive and that anything is possible. There’s both a toughness and friendliness about it.  There’s an infinite amount of inspiration, beauty and grit, swirling about to draw from!

It might be the BIG apple, but when you’ve done the circuit for a bit and start to see how small certain circles really are, it’s quite a cozy, comfy place to be writing, recording and performing music. And that street cred thing about making it in NYC is still something to shoot for.

— David Weiss