While "Death of Auto-Tune" certainly created some hype aboutJay-Z's new album prior to its release, it didn't quite kill the software it took aim at. Like Nas, Auto-Tune refuses to die simply because Hov told it to.
While Auto-Tune, and pitch correction in general, was an industry secret for awhile, songs like "One More Time," and artists like T-Pain used the software so obviously to create such a distinctive sound that the Antares Audio Technology software took off. After being run into the ground on hip-hop and R&B stations, there was a fan backlash against the sound, culminating in Blueprint III's first single.
Despite that, Antares' VP of Marketing, Marco Albert, says that the company is having its best year in history, as Auto-Tune has become synonymous with the idea of pitch correction. Obviously, Jigga's death knell didn't have its intended effect. If only that album had been a little better. [HipHopDX]
Actually, his song did have the intended effect. The top 20 songs on billboard a month prior to DOA had 15 songs with the obvious "auto tune" effect. Now, notsomuch. His intention was not to kill auto tune, but stop "rappers" from abusing it.
November 21, 2009 at 5:07 p.m.
shawn
Common DOA killed auto tune. this is a lame post. where have you been. auto-tune was the thing before DOA. Go check the chart or auto-tune artists, its hard for them trust me
Actually, his song did have the intended effect. The top 20 songs on billboard a month prior to DOA had 15 songs with the obvious "auto tune" effect. Now, notsomuch. His intention was not to kill auto tune, but stop "rappers" from abusing it.