Persohna

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Techno Vinyls Records ’ series of interviews, we talk to producers who have releases on our label.

Interview with Persohna (Vitalijus Beinarovic)

What does producing mean to you? When did you start your music career and what motivated you?

  • Thank you for taking time in curating interview questions to me . I have started producing beginning of 2000’s inspired by late 90’s techno movement back in Lithuania where originally I was born. The structure has stuck to me ever since . I moved to London beginning of 2004 scrolling down small alleys of London digging for techno vinyls in local record shops and seeking inspiration for my production. London was always a country to be for me inspired particulary by the sound of Regis , Surgeon and Luke Slater at that time. Producing always has been self expression for me and everyday live motivates its course .

How have your releases inspired you throughout your career?

  • Every release released meant something to me and the labels they have been signed for. Hopefully it inspired others as much as my self curating it

Do you like to collaborate with other artists? What do you think about remixing? Do you like to remix or do you like to have your music remixed?

  • I thinks remixes is integral part of techno or any other music culture and every artist had a go at it . I been collaborating with many artist throughout my humble carer and remixed numerous tracks as well as mine have been . I have also co-produced some track. Well thought out remixes bring different dimension to the original mix and the album or the EP. I tend to resample and re-work the packs send by the labels or the artist keeping more of my identity yet giving a shot out to the original mix owner

How do you choose a title for your tracks? Do you think a well-chosen track and EP title matters?

  • Track title is very important to me – it gives soul to your track sometime it takes ages to come u with the name on the other hand I know the name of the track by starting recording one of the machines in the studio i kind of associate it with the title and its develops sometime changes to complete different title

Is a well-designed cover important to you?

  • That is a very good question! Art work is very important as much as good produced track I wish it would be spoken more it plays an even bigger part when it comes to selling your music online and promoting it. It might not be the same as it was 20 years ago but it still carries a powerful form of representing the musician. This should be taken into consideration for each piece of music you released

How do you choose record labels (what is a good label for you and what are your expectations)?

  • For years in the music industry, landing a record deal has been the intention for pretty much every musician and rightfully so, the aim of making music is to have it well produced, distributed and sold. Signing up to major record label is always aspiration for me but small independent labels with clear direction where they going can seal the deal too. Expectation is always transparancy from the label , quality mastering and artwork to match

How do you see track sales in the digital millennium data flood (for example: how do you see the digital sales, promotion tracks, illegal downloads etc.)?

  • I think the music industry is in the age of Digital Distribution and been for a while now. It has been dominating all other formats but Vinyl ,CD and Cassettes are coming back as it getting difficult to attract talented producer with digital formats only and I believe it will gradually bring physical formats to live , but digital is here to stay I think. Promotional tracks plays big part now and i guess it can tigh in with the above artists and labels want to maximise from digital formats increase traction to they platforms and give back to the artist confidence that tracks been supplied to the bigger names to play. Unfortunate reality around digital format is illegal distribution and copyrighted tracks are not carrying so much weight as would physical formats would. Choosing right distribution i think is a key- but what stops somebody buying the music and re-sharing elsewhere?

What are your future plans for making tracks?

My future plans is to carry on producing music I love , building ever lasting friendships through Techno music and giving platform to artist through my record Label Aesir Records.

Thank you for accepting our interview request, we wish you much more success in your producer work!

  • I thank you for the opportunity to speak with you