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Micah Frank is the founder of Puremagnetik, a sound design studio that takes a unique approach to developing and delivering original content to DJ’s and producers all over the world. They recently settled into a custom-built production facility in Brooklyn’s artist and technology friendly neighborhood Dumbo, NYC where we had the chance to sit down with Micah for a brief interview!

What platforms does Puremagnetik develop content for?

MF: We develop sample and sound libraries for Ableton Live, Kontakt, Logic and GarageBand. We also make DJ Tools that are available on Beatport.com as regular .wav file downloads. We’re trying to find someone to develop a native proprietary plug-in that will run all of our sounds in any DAW. I challenge someone in New York to make a native plug-in for us!


How is that content delivered to producers and where can I sign up?

MF: Every month we come out with new sound packs. If you are a PM subscriber you can download the sounds immediately when they come out. After 2 months it’s in the “back catalog” and you can purchase the Micropak as a one-off. The whole concept is that you get a manageable amount of sounds each month as opposed to the Mega Gigabyte collections that are quite popular these days. This way you can slowly build and learn your sound library without being completely overwhelmed. You can sign up on our website puremagnetik.com.

Do you have any notable subscribers?

MF: Yeah, we have a few recognizable names that have signed up: Vernon Reid, Matt Chamberlain, Del tha Funkee Homosapien, John Tejada, Jeremy Caulfield just to name a few.

How do you create the original Micropaks and are they geared towards any particular genres of music?

MF: The primary goal for us is to deliver unique content. We have a few “bread & butter” Micropaks but our catalog definitely lends itself toward electronica. Each Micropak’s production is different. Maybe we’ll salvage an old synth, or have someone wire up a Commodore 64 SID chip so that we can sample it. In other cases we might find the “funkiest” Fender Rhodes in New Jersey and have an 70 year jazz musician play it for us. It all varies. I always encourage users to not approach our packs as “genre” packs but take them as they are. Maybe an 8-bit Nintendo sound is just what your orchestral film score needs!

You just moved into a new custom designed production facility for Puremagnetik here in Dumbo. How will the neighborhood and new facility contribute to PM’s output?

MF: I think Dumbo is an ideal neighborhood for young companies like Puremagnetik. It has Manhattan’s professional edge but not at the same caffeinated 9-5 intensity. I was looking for almost 8 months before I found our current space on Washington Street. It’s a great spot with the park and river right downstairs. Overall, I think the new space will give us greater flexibility when it comes to recording sessions with live musicians. There’s also room to expand if we need another adjacent studio.

What do you have planned for Puremagnetik’s immediate future and where can I learn more about PM?

MF: We’ll be busy for a while. We’re just gonna keep cranking out the hits and try to get more people involved with what we’re doing. Of course all of our news is posted on the Puremagnetik homepage so you can always find out what we’re up to.

Be sure to check out Puremagnetik.com for more information!

10 Responses to “INTERVIEW: Micah Frank [Puremagnetik]”

Electronic music is more interesting when producers mine their own tastes, their own musical libraries of collected vinyl and found sound. Sample libraries contribute to the endless glut of mediocre homogeneous cranked-out tracks devoid of any real meaning. Interestingly, though, one of the features on my blog is that I share with others tidbits that I think are highly sample-able, so I suppose I am just as guilty as puremagnetik. Then again, I don’t make it a commercial pursuit. Still, there’s obviously a market for it, and if people want to buy sample libraries at the risk of sounding like everybody else who uses the same samples, well, good luck to them! I can’t deny that in the hands of a true artist virtually any sound source can be spun into dancefloor gold.

Bad musicians contribute to the “endless glut of mediocre…tracks,” not sample libraries. On the contrary, good sample libraries like Puremagnetik’s do quite the opposite. They not only have the ability to inspire new productions, they contribute quality sounds to said productions.

I agree that, in order to be unique and stand out, a producer should tweak their sounds. Quality sample libraries provide a good starting off point for this. After all, isn’t a synth with preset banks just a tweakable sample library generating its own sounds? Should producers not use synths and only sample their own “vinyl collections and found sounds?”

Have you used PM’s sample libraries or are you simply making blind judgments about their content? Based on your comments, I would guess the latter…Nevertheless, you’re entitled to your opinion, I just don’t agree with you on this one…-NISE

“Bad musicians contribute to the “endless glut of mediocre…tracks,” not sample libraries.”

If you read my entire comment, you’ll see that to some extent I agree.

“Have you used PM’s sample libraries or are you simply making assumptions and blind judgments? Based on your comments, I would guess the latter…”

Simply put, no, I’m not much of a producer. That certainly doesn’t invalidate my opinion, though. Allow me to emphasize that I WAS NOT making a judgement of the specific quality of PM’s work. It was, rather, an indictment of the idea of sample libraries in general. In my opinion, one of the most important aspects of music production is the idea of community. When artists get together with other artists, better things happen. The idea of a sample library used by a lone producer outside of the community of musicians that contributed is directly contradictory to the way I feel music should be made.

Additionally, I don’t feel that “quality sound” is nearly as important as so many producers make it out to be. House music was not born out of a concern for “quality sound.” The producers who make the most exciting music, in my opinion, are the ones who spend more time listening to many different kinds of music rather than taking the easy way out and using outsourced prefab content.

“In my opinion, one of the most important aspects of music production is the idea of community. When artists get together with other artists, better things happen. The idea of a sample library used by a lone producer outside of the community of musicians that contributed is directly contradictory to the way I feel music should be made.”

I agree that the community aspect of music production is vital to creating inspired tracks but who says that a sample library can’t be incorporated into a collective recording session? Just because someone owns a sample library doesn’t mean that he or she is destined for a life of isolated recording. In fact, I’ve been lucky to work with some very accomplished musicians in my studio thanks in part to the wide variety of tools that I have available for us to use, sample libraries included.

“The producers who make the most exciting music, in my opinion, are the ones who spend more time listening to many different kinds of music rather than taking the easy way out and using outsourced prefab content.”

Nobody likes bland/outsourced/prefab content in their music but using a sample library doesn’t necessarily mean that that’s what you’re going to end up with. Should I not use a good quality concert grand piano sample simply because I don’t have access to the real thing at Lincoln Center and is doing so going to have a negative effect on my music? I believe that the answer depends on how I use the sample. Hiring a virtuoso pianist to play the samples in my studio will usually have a much better effect than an amateur like myself playing the real thing.

Sample libraries, MPC’s, Viruses, Korg Triton’s or any other non-analogue synthesizer all come stocked with preset sounds that are often good jumping off points. If a producer starts there and puts his or her own signature on them, they can all be useful tools for creating inspired music. Puremagnetik’s samples, in my opinion, happen to be better jumping off points than many of the other available options and I have a feeling that some of their notable subscribers would agree.

Tools that enable musicians to create cannot be blamed for bad, homogeneous music. Period.

As tools become more accessible, there will be more music made, and relatively, more bad music (as well, more good music). So should we stop seeking out/making new tools?

Would you blame Ableton, or Apple, or Steinberg, etc.. for this increase in homogeneous music? How about the people that are making the music.

“Additionally, I don’t feel that “quality sound” is nearly as important as so many producers make it out to be. House music was not born out of a concern for “quality sound.” ”

You lost me here. Why is this a house music issue? i don’t make house music, but i use puremagnetik’s sounds as virtual instruments in the production of my music… this statement is nonsensical.

I think this is just one of those areas where our opinions differ.

“As tools become more accessible, there will be more music made, and relatively, more bad music (as well, more good music). So should we stop seeking out/making new tools?”

What’s interesting is that I make this very argument often with regard to the vinyl vs. digital dj discussion. No, I suppose I don’t think we should stop making new tools.

I guess what I don’t agree with is the idea that the sample libraries are a product. While I understand the perfectly valid argument that people who produce them deserve to make money for their time and efforts, I don’t agree with it on a more philosophical level. I think it would be nice if sounds weren’t a commodity, and rather exchanged in a more free and altruistic manner, in a community, rather than a marketplace.

“I think it would be nice if sounds weren’t a commodity, and rather exchanged in a more free and altruistic manner, in a community, rather than a marketplace.”

ah, well as someone who pays for production tools often, i think they should be free too!!! (but i suspect they wouldn’t be as fine tuned and nicely organized/packaged if people like Micah weren’t getting paid to put that work in).

Also, to clarify, when I use a product such as Puremagnetik, or any other “sample” pack or virtual instrument, or VST or plugin, or whatever.. I am not, and I hope others are not, simply taking some melodic phrase that comes as the pack demo, and looping it over a beat. I use these types of products as instruments – probably ones that i don’t have access to in the analog world – and modify them sonically to fit my arrangement – and play them to create an original melodic phrase. So they are not so much samples as much as they are digital instruments.

I think a good example of a “sample” would be like daft punk hijacking 4 bars of George Duke’s “i love you more” and not changing the phrasing at all.

anyway, sorry to jump in 2 days after the discussion has fizzled… have a nice day!

The Puremagnetik packs are much more than just sample libraries – at least the Ableton packs are – they are more instruments which encourage you to create, expand, change, have fun. I am a huge fan and love the fact that subscription is so cheap – around $5 a month! Keep up the amazing work.

I used to be a big believer in loop material in productions — but even with tweaking, there’s sterility with loops that is hard to remove. The best is to be unique in this new world of thousands of productions released each day. To achieve that one has to do all the work, including playing the instruments, in order to create uniqueness.

I’m pleased that somebody else agrees with me, even though you take it a little bit farther than I would.

Something to say?