WORKFLOW IS EVERYTHING
Noah '40' Shebib is the Grammy-winning producer behind the sound of Drake’s innovative productions and the co-founder of OVO Sound – the label that launched Drake’s career. In this new video, he talks about building his Toronto studio with workflow in mind, shares production tips, and explains how MASCHINE and KOMPLETE KONTROL fit perfectly into his philosophy of delivering maximum artistic authenticity through simplicity.
A HOME FOR CREATIVITY
40 has built a studio centered around direct creative output and has created a central hub for Toronto’s producer community. Once they’ve installed the necessary software on their laptops, artists and producers gain access to the studio’s full complement of equipment including the console, keyboards, MASCHINE, and KOMPLETE KONTROL by connecting just one cable. For the visual aesthetic, 40 brought in a local graffiti artist to give the studio its special feel. The studio has become the home for Toronto's new generation of producers including Nineteen85 (Hotline Bling) and Majid Jordan.
SPEED AT EVERY STEP40 uses MASCHINE and KOMPLETE KONTROL at every stage of production to speed up his workflow and finish tracks with pro sound.
1. THE STARTING POINT
40 usually starts a project in MASCHINE, using the metronome to dictate the tempo and then programming keys around it. Then he rounds out the track with sounds from KOMPLETE and MASCHINE, playing them on a KOMPLETE S-Series keyboard and his MASCHINE STUDIO.
2. FLIPPING BANKS
Once he’s added a basic drum groove, 40 flips through drum kits in MASCHINE's library with a push of a button from the hardware. This allows him to quickly test beats using different sounding drums.
3. EFFECTS AND AUTOMATION
40 uses the wide range of effects included in MASCHINE, recording automation directly from the hardware. He often mixes the record in the box and then routes the individual channels into his DAW.
4. CLOSING A RECORD
Sometimes the end of a record needs a special finishing touch. 40 uses the Drag and Drop feature in MASCHINE to record new sounds and drop them straight into an arrangement.
THE 40 SOUND ON SPOTIFY
40 is known for creating the Drake sound, but his expertise can also be heard on cuts from Beyonce, Lil Wayne, Alicia Keys, Action Bronson, and Jamie Foxx. Listen to some of his biggest records in this comprehensive Spotify playlist.