Rob-E is one of the hottest up and coming producers from the Bay Area California. He has worked with well-known Westcoast artists like Mistah FAB and has some of the hottest synthy beats this side of the Mississipi.

Listen to a Rob-E production:




Tell us your name and where you are from?

My name is Rob-E, and im from a small town in the Bay Area called Martinez.


How old are you as of now and how long have you been producing as a serious business?

Im currently 20, been making music since I was around 15 but seriously since I was 18.


How did you get started in producing and when did you start taking it serious?

Ive been around music my whole life, my brother played the guitar and I played the drums for about 4 years. I stumbled upon the Fruity Loops demo back when it was like version 3 and just got creative and spent alot of hours trying to figure out how to use it..I started out with non-hip hop music, I was doing crazy techno/trance music because the way Fruity Loops presented itself back in the 3.0 version was more techno oriented.  So I was making techno and trance music for about 2 years and finally just started making hip hop and I after awhile I released I could be making real songs with emcees. Just kept networking, and talking to friends of friends and found local artists ready to spit on my beats, thats when I started to release this could possible be a business for my future.


Is having a management team an important part of the equation for you?

I currently have a manger, his name is K-9.  I think management is essential once you start getting into the big business deals because theres gonna be a time where if you try to do the business and make the music its going to be hard to focus on both.  I found it hard to be creative and at the same time worry about the business side of the game.  On the otherhand remembers you need to defend for yourself at most times and at the end of the day you are in charge of your career, make it happen!


What are some accomplishments that you are most proud of in the production game?
Im just happy to be where im at, at a respectively short amount of time.  Im thankful and proud that the music I am helping to create has an actual purpose and is being shared with the world.


Who are some of your regular collaborators?

Im currently workin many artists from the Bay Area such as Mistah F.A.B., San Quinn, J-Nash, Turf Talk, G-Stack aka Purple Man, Taj-He-Spitz, J-Stalin, Beeda Weeda, B.A.Y., Mac Benz, Moe Green, J-Peezy and many more, the list keeps growing as I keep networking.


Warbeats has members from every corner of the world. Have you worked with any names we might
recognize?

Not that I no of..


What production software/hardware do you use most often?

Right now im setup with a Yamaha Motif Rack ES runnin thru a MOTU ultralite to FL Studio 7 and various VSTs within FL.  I use a M-Audio keystation to play everything.  Its very basic, but I have tons of tricks and tecniques to tweak my sounds and create new ones. I also got an audio technica mic runnin thru an avalon 737 preamp into Cubase SX 3, where I record and mix the tracks.


What are your thoughts on the "Hardware vs. Software" debate?

I just believe there shouldnt be a debate, its whatever.  If someone grew up on hardware then they should stick to hardware, I wouldnt change just because times are changing, you can adapt but always have those peices of hardware present.  I was never raised on hardware so I use software, and its worked sofar so why not keep runnin with it? Music is music, just take it as it is and dont worry what your usin.


Do you sell your beats online, face-to-face or both? And do you have a preference? Why?

I used to sell a couple online, but its not the same as face to face.  I like being able to work with the artist in realtime and being able to talk to an artists face to face about their project is crucial. However I have used myspace to network with locals and setup meetings, so the online resource is a good start to find people to buy beats while at the same time be in your home studio.


What factors do you consider when charging for a beat?

For me its just what I think of the beat, if its single potential etc.  It also depends on the artist, if you know they got a big budget or if theyre signed you obviously got to try and get a higher price.  But if its a smaller local independent dude then you got to be able to negoiate something appropriate.  Also you make have to take a chance sometimes like if you know this artist got a ZERO dollar budget, but hes fire and hes making moves in the business, then you may have to give them a track and make sure u get a shoutout on the track and appropriate credit.  Since its a business there are many opportunities that come along the way where you will be able to invest in a product, not always with money, many times with your music.  Making the right placements is crucial.


Any tips you can give us mixing a beat?

Number one rule to me is dont over-compress or over-EQ something.  Dont force a sound to sound a certain way 99% of the time it wont work or will screw up other ends of the mix.  Read up on alot of material that is free on the web, and checkout sites like WarBeats for info about mixing.  Just experiment and see what each knob does, learn how to work your DAW and plug-ins before you sit down and mix a beat.

Everyone wants their drums to bang. how do you do yours?

Choose my sounds wisely, dont overcompress the sounds, and slight eq.  It mainly starts at the source, you need good drum sounds so either invest in purchasing some or get the vinyl out and start sampling.  I know there are tons of soundkits on the web like "Scott Storch Kit", "Dr Dre Kit" with drums sampled from songs, but dont get those when someone hears those sounds in a beat they know its amateurish!  Also they are alot of the times overcompressed or something.  Make sure you sounds are crisp and consolidate all your sounds down to smaller groups.  U can have 40,000 sounds, but whats the point?  Who sits thru 40,000 sounds looking for that 1 hand clap.  Break them down, and organize them to speed up your production process. You dont wanna spend 20 minutes finding 5 drum sounds.

In your opinion, what types of things should the new/young producer concentrate on most to develop his/her skills?

Patience.  Dont rush to the keyboard thinking your about to make the next hit.  I havent made my first hit, I will never be satisfied.  Take your time learn your craft then begin to lookup the business side of the art.  Also creativeness is crucial and versatility, being able to make an RNB/Pop record, and the next day make a Grimy street record.  Practice & Patience.


One of the biggest challenges is promoting one's self. How do you do that and what advice can you give our readers on that?

My manager K-9 helps get the name out, I also do alot of promoting on the net.  I think the internet is one of the biggest resources right now & the future. Also the more artists you work with the more your name stands out.  Just by knocking out tons of songs with many artists your saturating the markey (hopefully in a good way).  If you keep your name in everybodys mouth you wont have to worry as much.  There will be a point in time where they come to you, but dont get lazy that time wont last for long if you dont act on it.  Get on all your local artists projects, even if its free the promotion is what your getting in return.  Just make sure the projects you jump on actually get put out and promoted right.


What other producers (mainstream or underground) are you feeling the most right now?

Everyone! But mainstream wise Polow da Don, the Runners, Cool N Dre, Kanye, Just blaze.. Underground out here in the bay Traxamillion & Droop-E, and THX from LA.


Do you have any upcoming projects you'd like to let us know about?

Im going to have some tracks on Mistah F.A.B.'s "Da Yellow Bus Rydah" coming out on Atlantic in 2008.  And ive got somethings cooking for 2008, Im trying to dive deeper into the RNB market and make hits in that game too.  Theres money to be made and I gotta get it!


Before we leave you, where can we get more information about you and/or hear more of your music?

My myspace, http://www.myspace.com/rebeats