Behind The Brands With Chris Moon
http://hifipig.com/behind...hris-moon/
Chris Moon is the owner of HigherFi, the US based company whose claim is to be “the world’s largest online dealer of luxury audio”, but, amongst other things, he’s also a songwriter and producer with 12 Million sales to his name. Chris is credited with the discovery of the artist Prince, writing of the first hit song (Soft & Wet), naming the artist, teaching him to record and produce in the studio and writing 3 of the 4 songs on the demo tape that got him signed with Warner Bros. Records. He’s lived with a tribe of “head-hunters” In New Guinea and a whole lot more.
How did you get into/what was your first job in the industry?
I was a the recording engineer, producer and writer who discovered Prince when he was 16 years old, taught him to engineer, produce and write his own songs and wrote his first hit song for him, Soft & Wet.
When I wanted to learn about music I got on a plane at age 17, flew to Hong Kong and purchased myself a multi-channel reel to reel and a camera as I also wanted to be a fashion photographer. I came back and built my first recording studio in the basement of the house I lived in in Minneapolis and did fashion photography on location – this way I was able to pursue my two passions. I guess I was a better engineer/producer than photographer as that was the one I made all my money with. Great sound was always linked to great music for me – what’s the point of one if you don’t have the other?
Proudest moment/product you’re most proud of?
One of my four goals in life which I set in my teens was to write a hit song and the first time I heard my song playing on the radio I was in a grocery store. It was that first hit song for Prince and I remember thinking, I wonder when everyone in this store is going to break into dance, I really thought they would. Then, when my parents heard my music on the radio and it was in the Billboard Top 100 they finally said to me, “we always thought you were wasting your time in the recording studio but I guess we were wrong, we’re so proud of you”. That’s all any child ever wants to hear from their parents – some recognition for doing something right.
What Did You Learn About Music In The Studio Producing Prince?
The funny thing is what I learned about music that made the biggest difference for both Prince and myself was that the music wasn’t the most important thing. You can have great talent, great music, great production and great songs, but without great marketing no one will ever hear it and its all a waste of time.
The most important thing about MUSIC (and great audio equipment) is being able to get it into the hands/ears of the audience … without that what have you really done other than satisfy yourself? If you are in business and serious about it, understanding how to actually deliver your song/product/equipment/message to the audience is Job #1, making it great comes after that but many people seem to get these two things reversed and make truly great products THEN try and figure out how to get it into the marketplace. There seems to be a story floating around out there that if you make it, they will come … WRONG!
The story should be: If you can reach enough people, some of them will buy even if the product isn’t great. Look around you for plenty of evidence of that statement.
What product do you wish you had never conceived/launched?
I launched a speaker that was truly unique and created sound in a way no other speaker ever had...
Tell Hifi Pig readers about your next project and what they can expect in the future from you and your company.
We just released a magnetic audio levitation stand that has been selling well worldwide and is a fun product that both enhances the sound of a device on it but also aesthetically enhances the appearance of it...
You and your system
What component do you miss the most?
Prince – the main component of a stereo system is the Artist – without that you have nothing to listen to
How often do you listen to music?
Every night from midnight to 3:00am, doesn’t everybody?
The state of the industry
The high-end audio industry is dead as we know it, its just almost none of the manufacturers still left have really figured it out yet...
Having safely ushered your loved ones out of the house as it is burning down to the ground, you ignore all standard safety advice and dash back inside to grab just one recording – what is it?
The recording I would grab would be Prince’s first demo tape that I made with him singing 3 of my own songs and the demo tape responsible for getting him signed to Warner Brothers, I still have it and its probably the only one left in the world.
Many thanks Chris for taking the time out to chat with Hifi Pig.
not 1984