Publications

Over the years, I’ve collaborated with Cengage Learning and some co-authors on a number of publications. Here are some links to the most recent collaborations for each title.

Books

Cubase 6 Power book cover

Cubase 6 Power! Get ready to dive into Cubase 6! This book provides a thorough look at the most common as well as lesser-known features of this impressive digital audio production software. Beyond describing the features of the program and how they work, CUBASE 6 POWER! tells why to use certain features and when they are most beneficial to your recording project. You’ll gain a better understanding of Cubase while learning how to use all the exciting new tools in version 6, including its improved audio editing, redesigned user interface, Lane Tracks and Track Edit Groups, and new VST instruments. Packed with useful tips and detailed explanations, this book is your guide to taking advantage of all that Cubase has to offer and making a powerful difference in your music creation.

MIDI Power! 2nd Edition by Robert Guerin

MIDI Power, Second Edition: From how MIDI works, to how to connect devices through it, to how it integrates into a computer environment, “MIDI Power!, Second Edition” is a comprehensive reference guide to MIDI. The book provides an in-depth look at MIDI, its messages, and protocols, and the information necessary to navigate it with ease. Readers learn when to use MIDI, how to edit MIDI, what technology uses MIDI, what software uses MIDI, and how MIDI is integrated into computers and what that implies for musicians, sound designers, and audio enthusiasts. “MIDI Power!, Second Edition” provides complete coverage of MIDI hardware and software, is suitable for both Mac and Windows platforms.

Nuendo Power by Ashley Shephard and Robert Guerin

Nuendo Power! examines every feature and functionality of Steinberg’s flagship product. Nuendo is the buzz of the music technology population, having garnered many famous producers and engineers as endorsers along with critical acclaim from the media. This support along with the firmly entrenched user base of Cubase has poised Nuendo to be a very viable option for digital audio workstations (DAW) in the market. With Nuendo having entered the arena of the next generation DAW, its user base is continuing to increase as well as the need for an in-depth look at this popular and dynamic tool. Not only does this book cover all that Nuendo has to offer as a tool, it explores the background information regarding digital audio, recording and mixing techniques and general audio. In a nutshell, this book doesn’t just go into how to push buttons; it informs users as to exactly why they would want to push the buttons in the first place. This Power! series book involves readers in real-world situations as they relate to specific features in the software. This is truly the ultimate source of knowledge for musicians who are serious about learning and using Nuendo.

CD-ROM

 

Cubase 4 CSi Master CD-ROM by Robert GuerinCubase 4 CSi Master: If you want to master the key operational techniques and new features of Cubase 4, this interactive learning resource is for you. This hands-on CD-ROM is an original way to learn more about MIDI, virtual instruments, synchronization, and networking in Cubase which in turn will take your music to the next level. Cubase 4 CSi Master guides you through a clear tutorial style that shows you how to operate the software as well as production techniques. With more than 4 hours of movie tutorials, Cubase 4 CSi Master is the most complete, up-to-date learning tool available for Cubase!
 

Sound Forge CSi Starter CD-ROM by Robert GuerinSound Forge CSi Starter: If you’re a beginner looking for a new approach to mastering the basic features of Sound Forge, then “Sound Forge CSi Starter” is the guide you need! This interactive, tutorial CD-ROM allows you to work your way through a basic production from start to finish as you discover how easy it is to get down to the business of producing a song. Sit back and watch a DAW pro show you the ins and outs as you work through two hours of movie tutorials on topics such as Getting Started, Adding Effects, Automation Envelopes, and Export Options. Use the quizzing feature to test yourself along the way. “Sound Forge CSi Starter” is full of movie tutorials that include not only basic functionality, but also production techniques, special shortcuts, key commands, and before and after audio examples.

Cubase SX 3 CSi Starter: Are you new to Cubase SX 3 and need to get up and running quickly? “Cubase SX 3 CSi Starter” is here to help. This interactive, tutorial CD-ROM allows you to work your way through a basic production from start to finish as you discover how easy it is to get down to the business of producing a song. Sit back and watch a DAW pro show you the ins and outs as you work through a multitude of movie tutorials. The CSi Movie Tutorial interface provides an easy-to-use and intuitive learning environment that allows you to easily switch between your DAW and CSi tutorials. Additionally, there is a built-in quizzing feature to help test your skills along the way.

ACID 5 CSi Starter: If you’re a beginner looking for a new approach to mastering the basic features of ACID, then “ACID® 5 CSi Starter” is the guide you need! This interactive, tutorial CD-ROM allows you to work your way through a basic production from start to finish as you discover how easy it is to get down to the business of producing a song. Sit back and watch a DAW pro show you the ins and outs as you work through three hours of movie tutorials on such topics as Recording Audio/MIDI, Automation Envelopes, Rendering a Mix, and Exporting a Loop. Use the quizzing feature to test yourself along the way. “ACID 5 CSi Starter” is full of movie tutorials that include not only basic functionality, but also production techniques, special shortcuts, key commands, and before and after audio examples.

Recent Posts

8-Step Guide to Social Marketing Your Digital Audio Career, Part 2

In this article, we’ll look at ways to craft the story you want to tell through your social media marketing efforts and how you can tell it through the different existing platforms.

Develop an Experience

Each day that we live, we go through experiences that help shape us. The next day, we can tell the story and live new ones. Music tells its own story with sound. Marketing, when done well, tells its own story. The more interesting the story is the more people will want to share it. You’ve experienced this online many time and have done so yourself. How many times have you liked something, sent an email to a friend or “Googled” something after finding out about it?

An experience will help you tell the story of your business, service or product. In order to develop this experience, you need to answer a few questions that will help you build that story in a way that meets your strategy’s goal.

  •  If you needed to narrow it down to one important thing you’d like to communicate, what would this be? Keep it simple. The more things you try to communicate, the harder it will be for people to understand quickly. People won’t be willing to spend more than a few seconds before they head somewhere else. This can be as simple as a statement saying “I am a music composer.”
  • The second question you need to answer is “what makes that statement true?” Do you have experience or work that can back this statement up? Are you well known in the field? Make a list and put in order of importance. You’ll want to integrate some if not all of these answers in your story.
  • Place yourself in your audience’s shoes and ask yourself, what might they think of this story? Is it something that might be useful to them? Would it interest them? Is it relevant to their reality or is it only relevant to yours? If you’re developing a story that’s only relevant to you, your audience will go away or not come back.
  • We discussed the importance of identifying the target audience, so you should keep this in mind when developing your experience. Building a fan site shouldn’t look the same as building a showcase for a movie director.
  • Does the story help in establishing your position or point of view, who you are and stand for? It’s important that the story reflects your identity in order to provide your audience with a sense of the person they can expect. This is especially true if you are offering professional services, like music composition, sound design, or arrangement. You can illustrate this through your sound aesthetics or as part of the story/experience. Whatever you do, consistency within the experience will play a great role in establishing your position as an expert.
  • Once the experience is done, what’s next? If you’re investing in your marketing efforts, it’s likely that you want some results. What these results should be in line with the marketing strategy we discussed earlier. How are you measuring the success of these efforts? Will the increased number of people listening to your music be one of the measures for your marketing effort? This is possibly something that you’ll need to think about quite a bit. If you’re treating your creative profession as a business, you’ll probably want to measure the increase in business the experience provides. The number of people listening to your music might lead to this increase in business. If that’s what you are counting, then it should be relevant to your business, otherwise, you’re wasting your time.

 Choose Your Tactics Carefully

Social media tactics, should they be part of your marketing strategy, should help in you achieving certain business goals. There are plenty of discussions about the “cool” and “fun” factor in social media and how it has become omnipresent on the web over the past decade, but if you’re looking at it from a business proposition, it has to help yours out.

Unless you’re name is recognized in the industry (you are a “brand name”), or a small business with substantial marketing funds available, or an individual with time on your hands, the social media tactic you choose to invest your time in developing should be easy to setup and have the greatest reach possible. This is especially true if reach is what you are going for. When choosing a social media tool for your music marketing strategy, keep the following questions in mind to help you determine what might be the best option for you:

  • Will you need to spend days to figure out how it works or lots of money to get someone to help you set something up? Most social media tools are easy to setup and have great reach. If you’re already savvy to the options available, you might want to setup profiles on different social media platforms. If you’re not savvy and don’t want to spend time learning and sharing, go with what you know and fits with your strategy.
  • Do you need to learn how to use the interface being proposed or an application in order to use a tool? If so, does that tool really help you to reach your target audience or does it help you reach others that share the same passion? The latter might be fun, but it might be less effective at bringing additional business. The former makes more business sense only if the resulting business outweighs the efforts you need to invest initially.

If you’re spending more time doing other things aside from being creative or doing your own thing (be it writing lyrics, songs, designing graphics, writing a column, or building a custom motorcycle), you’re wasting your time.

Tell me if this helps or if it brings upon additional questions. If you have some advice to share, please free to leave me your comments below.

 

Manage Your Business Separately in Social Media

Once you found the social media sites that you feel offers the best solution for your “creative business,” manage it as a separate entity. In other words, family pictures, weekend party videos with your buddies, or your favourite recipes shouldn’t be part of this space. They are part of your personal/social space. Google+ even uses the concept of “Circles” in order to segregate content by interest. Let’s take the example of a punk music band. You have tours or concerts to promote, pictures and music to share, albums and t-shirts sell, fans, promoters, sponsors and labels to thank. All of your postings in the social media space should be around and feed these pillars of interest. Posting about these topics will help build your band’s image, promote your shows, help sell tickets and merchandise. If wild after-show parties are part of the band’s image, go for it. The pictures of your last fishing trip with uncle Buck, not so much.

There are no rules that say you can’t mix and match, but it will make it easier for you to manage your business separately from your public profiles.

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