The Art of Slowing Down: Mastering Slow-Motion Capture with Holher Rumr Serbe

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Songs that have a similar rawness as new magic wand

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Tyler, the Creator & DJ Khaled's clash for Billboard glory becomes first of its kind in music world

Tyler, the Creator dropped his much-awaited album 'Igor' on May 17, coinciding with DJ Khaled’s release, 'Father of Asahd', named after the industry giant’s son and of course, they were both looking forward to see what comes out of the clash.

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Tyler has been an influential figure who came up as a part of the counter culture in his times. ET Bureau Last Updated: Jun 25, 2019, 12:30 PM IST SHARE THIS NEWS Close Font Size
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The clash for Billboard glory between Tyler, the Creator and DJ Khaled is posing questions about what sounds lead the industry and is bringing about unseen changes in the album sales rules. This is something that has never been disputed in the music industry, writes Shashwat Kumar.

The clash for Billboard glory between Tyler, the Creator and DJ Khaled is posing questions about what sounds lead the industry and is bringing about unseen changes in the album sales rules. This is something that has never been disputed in the music industry, writes Shashwat Kumar

A polarising chord has been struck on the Hollywood charts as avid listeners find themselves asking the questions that the industry is currently facing. Although every record label knows the answer, the choice of the masses still plays a big role in what is to prevail.

Tyler, the Creator dropped his much-awaited album Igor on May 17, coinciding with DJ Khaled’s release, Father of Asahd, named after the industry giant’s son and of course, they were both looking forward to see what comes out of the clash.


And, it is brimming now.


Tyler has been an influential figure who came up as a part of the counter culture in his times. He’s been dropping albums every couple of years, consistently showing growth in the number of sales he’s achieved with each release. His work is driven by his childhood experiences which involved a lot of moving around, a lot of change. Although, known to most as a rapper, Tyler has always shown keenness to explore with the art. It’s of the difference between being just a rapper and an actual artist that he bases his music off. His ability to experiment with new sounds and develop ideas around those dynamics has been crucial in developing an organic fan base, which has ultimately brought him up to the current scenario.

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Tyler has been an influential figure who came up as a part of the counter culture in his times.

DJ Khaled is a big part of mainstream pop music that plays on the radios today. Having been in the industry for a fairly long time, Khaled has built his brand up from the roots. Helping the likes of Lil Wayne and Birdman before they blew up, Khaled has been involved with a huge part of the industry. He worked his way up as a DJ, eventually releasing his own record label, We The Best Music Group. The entire brand was based on positivity and empowerment, values which Khaled went on to extensively showcase on various social media like Snapchat and Instagram. He was promoted as the president of Def Jam records in 2009.

Igor has been a heavy breath of fresh air from music that has been coming out lately, especially on the Billboard charts. As soon as you start the album, you can feel the darkness of the sound design with blaring synths that make up the theme of the project, with Lil Uzi Vert as a featured artist. ‘Earfquake’ featuring Playboi Carti entered the Billboard at No.13 and is probably the most ‘pop’ song you’d hear on the album. What seems to be the brighter side of the album hits an absolute dark turn at ‘New Magic Wand’, featuring A$AP Rocky and Schoolboy Q. The vocals on the track initially seem stagnant, giving off a monotonous feel, perhaps intentional. ‘A Boy is a Gun*’, is like the meat in the middle of two buns. Placed right in the centre of the album, it oozes flow and bounce, with lush jazzy piano chords and laid out backing vocals. The album goes on to keep brewing this concoction of different moods as ‘Puppet’ featuring Kanye West rolls on and one can’t really tell if its tensed up or not —probably that is the intention of the piece. Reminiscent of old school hip-hop, ‘What’s Good’ is the dark chocolate to the milk chocolate, that is ‘Earfquake’. It’s bitter throughout, but oddly comforting as it fades out. The next two songs continue on with these ‘mind games’ that Tyler seems to be playing with his audience, with absolutely contrasting emotions being portrayed in succession. The last track on the album brings back a very 80s/90s ballad vibe on ‘Are We Still Friends?’ featuring Pharell Williams. All in all, the album follows a story and people related to it, as it debuted at No.1 on the Billboard charts in the first week.

DJ Khaled is a big part of mainstream pop music that plays on the radios today.

Father of Asahd had been in the making for a while and we all heard about the features on the projects — high-level artists, with great producers. Watching the music videos felt like it is more of a commercial venture than an artistic one, which doesn’t really come as a surprise. The first track ‘Holy Mountain’ is probably the most creatively adventurous of the lot, yet it doesn’t really set a tone for the album. Cardi B comes in featuring 21 Savage, and it instantly sounds like something we’ve heard from the pair before. We see brands like Fashionnova and Ciroc being flashed, which is something highly unusual. Visually advertising brands in music videos feels like Khaled really takes the ‘music business’ word for word. Moving forward there’s a scene on ‘Jealous’ featuring Jennifer Lopez talking against jealousy and hate, which are values Khaled bases his entire persona on. Chris Brown, Lil Wayne and Big Sean are full of energy as they further emphasise the dialogue in the beginning. Outkast’s beat for Ms Jackson was sampled on ‘Just Us’ as SZA gives a powerful performance reminding us of the classic from the 90s. It’s one of the three songs on the album featuring only one artist. Khaled pays tribute to the much-respected rapper, Nipsey Hussle, on ‘Higher’ along with John Legend. Nas and CeeLo Green come together on ‘Won’t Take My Soul’ and get in pretty tight together. Meek Mill sounds really inspired with some great lyricism on ‘Weather The Storm’, giving off one of his stronger performances since his prison release. ‘Top off’ featuring huge artists like Jay-Z, Beyoncé and Future had been released along with ‘No Breainer’, featuring Justin Bieber, Chance the Rapper and Quavo as singles way back in 2018. Coming to the end of the album felt like finishing a Top 40 playlist. There seemed to be no theme to the music, no outline to steer the album creatively, but it ultimately comes down to the fact that ‘Father of Asahd’ is a commercial act.

This is where the audience find themselves being polarised into having opinions about either project. The fact that Khaled got the biggest names in the industry, that too in numbers, and yet Igor topped the charts in the first week somehow has taken everyone by surprise, including Producer DJ Khaled himself. He was reported to have stormed into the Epic Records office fuming. This subsequently led to him posting a video on Instagram subliminally calling Igor “mysterious s**t”. Fans instantly started talking about how ironic it is that someone who bases his brand on positivity and good vibes could be so affected by someone overtaking his album. During the second week, 'Father of Asahd' jumped back on to the No.1 spot, but was it too late?

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Khaled sued Billboard over album sales counting issues. Unlike a few years back, in today’s world, there are barely any physical sales of albums and hence all of online streams, free streams and physical sales are converted into one figure to compare and rank albums. Tyler bundled his album with merchandise like t-shirts, stickers, etc., while the Louisiana DJ did the same with Monster energy drinks. Billboard found an issue with the latter and stated that Khaled had overhyped his bundling in order to get a better chart placement.

This is a completely new question for the industry, about something that has never been disputed. This has led to Billboard making more clear outlines around what bundling is legal. In a way, the whole controversy has helped the industry move forward.

But, more importantly, we saw something different happen briefly. The audience gave a new sound more importance than the one that already existed, thus changing the meaning of what pop music is, even if just for a week. Does this mean that we are going to see more creatively free projects dropping around as artists can experiment more, or do we keep driving.

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Holher rumr serbe slpw mition

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Reviews for "The Art and Science of Slow-Motion Video Production with Holher Rumr Serbe"

1. John - 1/5 stars - "Holher rumr serbe slpw mition was a disappointing experience for me. The plot was confusing and hard to follow, and the slow pacing made it even more frustrating. The dialogue felt forced and unnatural, and the acting was subpar. Overall, I found the movie to be a waste of time and would not recommend it."
2. Emily - 2/5 stars - "I was really excited to watch Holher rumr serbe slpw mition, but it ended up being a letdown. The story lacked depth and substance, and the characters were one-dimensional. The slow-motion scenes felt excessive and didn't add anything to the overall narrative. Additionally, the film's editing was choppy and often disjointed. I expected more from this movie and left feeling unsatisfied."
3. Michael - 1/5 stars - "Holher rumr serbe slpw mition was a complete disaster. The storyline was incoherent and hard to follow, with no clear direction or purpose. The slow-motion sequences, which were meant to create suspense or dramatic effect, only served to make the film feel longer and more boring. The acting was uninspiring and the dialogue lacked any depth or wit. I would strongly advise against wasting your time on this film."
4. Sarah - 2/5 stars - "Holher rumr serbe slpw mition had potential but failed to deliver. The concept seemed interesting, but the execution was poor. The slow-motion sequences were overused and lost their impact after a while. The characters were underdeveloped, and their motivations felt contrived. The film lacked a clear message or purpose, leaving me confused and unengaged. Overall, I was disappointed by this movie."

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