Richard Upchurch of BrandNewNoise
How do you approach the design process for your products to achieve both functionality and aesthetic appeal?
BrandNewNoise started with the idea of trying to find a way to bridge the gap of the professional audio world, where all the gear looks and feels like the control deck of a spaceship, and those outside the recording studio world, for the curious minds (and hands) of people who have no musical background. Really I am always designing for that moment when you say, “I don't know what exactly that is or does, but I have to find out." So I design with knobs, switches, faders, etc that call us all, rock stars and kids alike, to play and explore.
What role does nostalgia play in the design and creation of your sound gadgets?
I have a 1973 Honda CB350 motorcycle that is pretty much all original parts. I love the look of classic recording gear - RCA Ribbon mics, Moog, Neve consoles, Apex tape machines, etc. So I'd say my creative process is always informed by nostalgia. One of my first “sonic explorations" was switching the speed on the recorder player, and discovering what “scratching" sounded like long before I knew the genius of legends like Grandmaster Flash and Kool Herc. Or the experience of hitting the fast forward key while play was engaged on my tape recorder. Such simple sounds that I still love hearing and thinking about when creating.
Can you share any memorable stories or experiences from customers who have used your products?
So I have great stories from some famous customers - Wilco using BrandNewNoise in the studio to prank spam callers, Bon Iver using them at April Base, Mark Mothersbaugh using my Zoots thumb piano on the Lego Movie soundtrack, Finneas posting BrandNewNoise with his dogs on Instagram.
But one of my best and longest repeat customers is Samantha Metcalf. Samantha is special needs and has logged more hours with BrandNewNoise at her fingertips than anyone I know. Every year on her birthday, she goes on a treasure hunt where she gets a new BrandNewNoise gadget. She has taken my products to the beach, Disney World, and beyond.
How do you stay innovative in a rapidly changing technological landscape while maintaining a focus on building ‘instruments for everyone'?
I sometimes say I make anti-technology technology. Could I bundle BrandNewNoise as an experience in app form? Sure. Can you do the same thing with plugins and Logic or Protools? Of course. But I consider this my art, functional art, not really tech so much. Something that is aesthetically pleasing, that might take you out of your “box" for just a few moments and that allows you to discover something simple. Maybe it's gateway gear that introduces kids to the world of synths and electronics. So I try to stay focused on the “everyone" and let the technology follow.
Creative minds are creative, right? They know the grey area between toy and tool, that work is play. I want everyone to experience the joy that BrandNewNoise can bring if you're just willing to play and create.
Photo credit: @laurenallen1198