First of all, this article is not designed to tell you how to go about making your demo. That will differ wildly from person to person because of different material, style, budget and so on. Rather, this article is more concerned with what you need to think about BEFORE you make a demo.

I think it is important to make a clear distinction between a demo and an actual album or EP. I believe that an album is something that should sound (and look) good enough to sell full price in the shops; or to listen to on the radio. A demo however (while it will ideally fulfil all these requirements too) should have the humility to know its place. I strongly believe you need to exercise more caution in making your demo than in making an album. It is a statement of your potential. It is not the half-arsed version of what you could be. It is a sales pitch. It is not the long awaited debut. The demo (and its owner) should know that it is essentially a tool to present you favourably to the big wigs. The big wigs will then hopefully be impressed enough to either a) give you a gig; b) get Madonna to record your song; or c) give you a new pair of shoes, a record deal and six months in the studio with Bob Clearmountain twiddling the knobs.

Some people use the distinction between demo and album to make excuses. Of course, people will realise that you have a limited budget and be (to a degree) sympathetic to your cause but ANY recording you make that you expect others to listen to, you yourself have to live with. Nobody should ever make apologies for something they have recorded and put out for others to hear. 'Demo' does not mean it's okay for your guitar to be out of tune. 'Demo' does not mean that you can sing flat. It is your responsibility to recognise all such weaknesses before entering the studio, even if it means little things like actually getting a guitar tuner or some voice coaching. Whatever happens, NEVER let the following words come out of your mouth: "It's only a demo."

So, now we've got the idealistic, whiter than white, 'be all you can be' approach.... What is your demo actually for?

Most people make demos to secure gigs or approach management / publishing companies.

Other people make demos to sell at gigs and to generally spread the word about their music.

Some people make demos just because. Maybe it's a vanity thing, often though it is simply because they are presented with the opportunity - picture if you will - Jim's mate Frank has got his own studio and Jim says you should go down there and record some stuff. The chances are in this case that Frank needs a guinea pig to figure out why he actually has all this equipment. (Frank is of course a vet by day who can barely play the triangle) And because you are using all his stuff for free (and probably with him in the engineer's seat) you will not be in a position to complain if it turns out sounding bad. You might even end up deluding yourself that it actually sounds like it wasn't produced by a vet.

So, my first piece of advice is stay away from Frank, I know he's a good bloke, but the chances are that he's not going to help your musical cause.

If your demo is purely to get gigs then you must consider how far you go - does your band include an eight piece string section? You see what I'm getting at, you need to have an element of honesty about what you put on your demo and what you have the ability to reproduce live.

There is rumour of course that some promoters never actually listen to any demos sent in, and as such you can send anything you like - you can get your gig all thanks to your brother's Levellers tape. Like I say, just a rumour.

If you are seeking a management deal then it gets more complicated, as 'image' (both sonic and visual) becomes a huge factor in your demo. No one knows what 'image' will be successful, but people say you ought to have one. I'll assume for now that you all have a unique selling point along with huge personal charisma!!! Anyway, this where the word Demo gains the suffix 'Package' and the Demo Package normally requires slick photos, quotes from NME, a charming biog, and a bigger overdraft. Incidentally, a good (i.e. slightly cheaper) way of doing all this is to put it all on one CDrom.

The incredible technology available these days (particularly for home recording) means that it is relatively easy to produce a demo of a respectable standard at home. This, however, does include you reading books, having patience, connecting wires and if, like me, you're just a bit rubbish at all that then you may well find yourself frustrated, skint and above all, demo-less. It's just the way it is... some people have a knack for it and do it well, but I think for a lot of us, home recording equipment should be used only as a basic songwriting tool. It is far too easy to knock up a shoddy demo with your CD writer, and while this is fine for teaching your bass player the songs, if it's unleashed for general consumption, it ultimately will not do your music justice.

So, if the home technology is good... what about the real studios?? The fact is that the people who will potentially listen to your demo know what is possible and have high expectations. Tape-stretch, hiss and clanky drum machines are things of the past. There is nowhere to hide. But everywhere to run!!! The possibilities of a well-equipped studio these days are endless - infinite samples, loops, effects, cutting, pasting, pods, vocoders, pedals, theremins, and of course, we need to get Frank's triangle in there... Basically put, recording is a whole lot of fun.

Be immediately suspicious of this.

At no point should you have fun making a demo. It is too important. Have fun on the tour bus, have fun making your album with Bob Clearmountain. While making a demo, try not to lose sight of what it is you are there to do. If you there with your band - you are there to capture what you do at its best. Best songs, best performances, with the clearest, most uncluttered sound possible. (Unless of course the clutter is part of your 'sound')

Likewise, if you are a songwriter making a demo to send to publishers, aim to present your songs in their most favourable light - a good performance and production is massively important, but probably less important is the stylistic treatment. You never know if your basic piano ballad will end up with a pumping bass line (see 'Unbreak My Heart') when another producer gets his hands on it. Again, many people are songwriters and not all of those are necessarily good singers. So, get a singer to sing on your demo, it will improve its chances.

Lastly, for those of you wishing to sell your demo to adoring fans. All I want to say is this. (even if you don't have any 'fans') you should never shortchange your audience. It only takes one lacklustre performance to put someone off, we all know this. Likewise, when you sell them a product, aim to make it an example of you at your very best, like every other form of demo I've mentioned here. After all, if it is a good quality product, they will maybe play it more than once, they will maybe play it to friends and then you're maybe getting somewhere.

Basically, then, to sum up:

Think
Think again
Stop having fun
Never make excuses
And make the best demo you possibly can

P.S. As none of the advice contained in the above paragraphs has been tested by me personally, please consider this more 'rant' than gospel!

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See and hear Rich Barnard

Books About Making A Demo

The Demo... or The Demon? ©2001 Rich Barnard & Virtually Acoustic
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