Craft Recordings

Alternative rock is a broad umbrella for guitar-based rock that emerged from the independent and college-radio scenes as a counterpoint to mainstream, commercial rock. It blends the energy and ethos of punk with the textural and songwriting experiments of post-punk, new wave, jangle pop, and noise rock, often foregrounding introspective or socially aware lyrics. Across its many strains—from the melodic minimalism of college rock to the loud-quiet-loud dynamics of grunge and the artful experimentation of Radiohead-era modernism—alternative rock prioritizes authenticity, sonic individuality, and a do-it-yourself approach. Its sound ranges from chiming, chorus-laden clean guitars to abrasive distortion and feedback, supported by straightforward rock rhythms or off-kilter grooves, and production that can be either raw and live-sounding or polished yet unconventional.

Ambient is a form of electronic and electroacoustic music that prioritizes tone, atmosphere, and texture over conventional song structures and rhythmic drive. It typically features slow-moving harmonies, sustained drones, gentle timbral shifts, and extensive use of space and silence. Rather than drawing attention to itself through hooks or beats, ambient is designed to be as ignorable as it is interesting, rewarding both background listening and focused immersion. Artists often employ synthesizers, samplers, tape loops, field recordings, and subtle acoustic instruments, with reverb and delay creating a sense of place. Substyles range from luminous, consonant soundscapes to darker, more dissonant atmospheres.

Britpop is a UK-centered movement of the early-to-mid 1990s that revived classic British guitar-pop values—memorable hooks, concise songcraft, and everyday storytelling—while positioning itself as a confident alternative to American grunge. It celebrated Britishness in sound and subject matter, drawing heavily on 1960s and 1970s British pop and rock traditions. Stylistically, britpop tends to feature jangly or crunchy electric guitars, sing-along choruses, and tuneful melodies over straightforward rhythms. Lyrics often focus on ordinary life, class, romance, and wry social observation, typically delivered in unvarnished British accents. The production is generally clean and punchy, favoring clarity over heavy effects and emphasizing immediacy and radio-friendliness.

Electronic Body Music (EBM) is a hard-edged, dance‑oriented form of electronic music that fuses the mechanical textures of industrial with the propulsive simplicity of club rhythms. It is characterized by rigid 4/4 beats, sequenced and heavily compressed basslines, clipped synth stabs, and shouted, often slogan‑like vocals. Classic EBM favors minimal harmonic content and a stark, machine‑age aesthetic. Songs typically sit around 110–125 BPM, emphasize physical movement (the “body” in EBM), and use analog drum machines, step‑sequenced monosynths, and gritty samplers. Themes commonly address power, control, technology, futurism, and urban/industrial life.

Electronic is a broad umbrella genre defined by the primary use of electronically generated or electronically processed sound. It encompasses music made with synthesizers, drum machines, samplers, computers, and studio/tape techniques, as well as electroacoustic manipulation of recorded or synthetic sources. The genre ranges from academic and experimental traditions to popular and dance-oriented forms. While its sonic palette is rooted in electricity and circuitry, its aesthetics span minimal and textural explorations, structured song forms, and beat-driven club permutations. Electronic emphasizes sound design, timbre, and studio-as-instrument practices as much as melody and harmony.

Hip hop is a cultural and musical movement that emerged from Black, Latino, and Caribbean communities, centering around rapping (MCing), DJing/turntablism, sampling-based production, and rhythmic speech over beats. It prioritizes groove, wordplay, and storytelling, often reflecting the social realities of urban life. Musically, hip hop is built on drum-centric rhythms (from breakbeats to 808 patterns), looped samples, and bass-forward mixes. Lyrically, it ranges from party anthems and braggadocio to political commentary and intricate poetic forms, with flow, cadence, and rhyme density as core expressive tools. Beyond music, hip hop encompasses a broader culture, historically intertwined with graffiti, b-boying/b-girling (breakdance), fashion, and street entrepreneurship, making it both an art form and a global social language.

Indie rock is a guitar-centered rock music movement defined as much by its independent production and DIY ethos as by specific sonic traits. Early practitioners worked outside major-label systems, distributing music via small labels, college radio, and fanzines, which fostered a culture of experimentation and community. Sonically, indie rock ranges from jangly, melodic songs to abrasive noise-leaning textures, from lo-fi home recordings to meticulously arranged studio works. Hallmarks include inventive song structures, literate or introspective lyrics, and a willingness to blend elements of punk, post-punk, folk rock, and psychedelia. Over time, the term has come to describe both an approach to making music and the broad cluster of styles that grew from the independent rock underground.

Industrial is an experimental electronic music tradition that uses abrasive timbres, mechanical rhythms, and transgressive aesthetics. Its sound palette often includes distorted drum machines, tape loops, metallic percussion, feedback, and found-object recordings alongside synthesizers and samplers. Emerging from late-1970s UK underground art and performance scenes, industrial foregrounds themes of dehumanization, technology, surveillance, and power. Releases frequently embrace anti-commercial presentation, stark graphic design, and confrontational performance art, treating the studio as a laboratory for sonic manipulation rather than a vehicle for conventional songcraft. While early industrial emphasized noise, tape processing, and avant-garde collage, later waves fused the style with dancefloor precision (EBM), rock and metal heft, and club-oriented production, giving rise to a broad post-industrial family that remains influential in experimental, electronic, and popular music.

Industrial metal is a fusion of the mechanized, abrasive textures of industrial music with the weight, riff-driven power, and aggression of heavy metal. It emphasizes machine-like rhythms, down-tuned guitars, harsh or processed vocals, and extensive use of sequencers, drum machines, and sampling. The sound often evokes dystopian, anti-authoritarian, and techno-skeptical themes, with a tight, repetitive groove that feels both robotic and visceral. Hallmarks include palm-muted chug riffs synchronized to quantized beats, distorted bass and synth layers, and production that foregrounds hard-edged, metallic timbres and found sounds (e.g., factory noise, machinery, alarms).

Jazz is an improvisation-centered music tradition that emerged from African American communities in the early 20th century. It blends blues feeling, ragtime syncopation, European harmonic practice, and brass band instrumentation into a flexible, conversational art. Defining features include swing rhythm (a triplet-based pulse), call-and-response phrasing, blue notes, and extended harmonies built on 7ths, 9ths, 11ths, and 13ths. Jazz is as much a way of making music—spontaneous interaction, variation, and personal sound—as it is a set of forms and tunes. Across its history, jazz has continually hybridized, from New Orleans ensembles and big-band swing to bebop, cool and hard bop, modal and free jazz, fusion, and contemporary cross-genre experiments. Its influence permeates global popular and art music.

Punk rock is a fast, raw, and stripped‑down form of rock music that foregrounds energy, attitude, and the DIY ethic over technical polish. Songs are short (often 90–180 seconds), in 4/4, and driven by down‑stroked power‑chord guitars, eighth‑note bass, and relentless backbeat drumming. Vocals are shouted or sneered rather than crooned, and lyrics are direct, often political, anti‑establishment, or wryly humorous. Production is intentionally unvarnished, prioritizing immediacy and live feel over studio perfection. Beyond sound, punk rock is a culture and practice: independent labels, fanzines, all‑ages venues, self‑organized tours, and a participatory scene that values inclusivity, affordability, and self‑reliance.

Rock is a broad family of popular music centered on amplified instruments, a strong backbeat, and song forms that foreground riffs, choruses, and anthemic hooks. Emerging from mid‑20th‑century American styles like rhythm & blues, country, and gospel-inflected rock and roll, rock quickly expanded in scope—absorbing folk, blues, and psychedelic ideas—while shaping global youth culture. Core sonic markers include electric guitar (often overdriven), electric bass, drum kit emphasizing beats 2 and 4, and emotive lead vocals. Rock songs commonly use verse–chorus structures, blues-derived harmony, and memorable melodic motifs, ranging from intimate ballads to high‑energy, stadium‑sized performances.

Salsa is a pan–Latin dance music forged primarily in New York City by Puerto Rican, Cuban, and other Caribbean diasporas. It synthesizes Afro‑Cuban rhythmic blueprints, Puerto Rican bomba and plena, jazz harmony, big‑band horn writing, and Nuyorican street culture into a tightly arranged yet improvisation‑friendly style. The music lives on the clave (either 2‑3 or 3‑2), with layered percussion (congas, bongó, timbales, cowbell, güiro, maracas), a tumbao bass that anticipates the beat, and piano montuno guajeos that interlock with the rhythm section. Call‑and‑response vocals (coro/pregón), punchy horn mambos and moñas, and instrumental solos energize the montuno section. Tempos range from medium to fast in 4/4, optimized for social dancing (commonly “on1” or “on2”). Across decades, salsa has branched into harder, percussion‑forward “salsa dura,” smoother “salsa romántica,” and regional scenes in Puerto Rico, Venezuela, and Colombia, while continuing to influence—and be influenced by—neighboring tropical and jazz idioms.

Son cubano is a foundational Cuban genre that fuses Spanish-derived song forms and harmony with Afro-Cuban rhythms and percussion. Born in eastern Cuba (Oriente) and crystallized in Havana in the 1910s–1920s, it became the backbone of much of 20th‑century Latin popular music. Typical ensembles began as sextetos (tres, guitar, bongó, maracas, claves, and bass or marímbula) and later evolved into septetos with trumpet. Conjunto formats in the 1940s added piano, congas, and multiple horns. The music rides a son clave (in 3‑2 or 2‑3 orientation), features interlocking tres guajeos, a walking/tumbao bass that anticipates the downbeat, and call‑and‑response vocals in the montuno section. Harmonically it is rooted in I–IV–V with bluesy dominant sevenths and occasional secondary dominants. Lyrically it balances romance, everyday life, and streetwise wit, always aimed at dancing and social gathering.

Soul is a genre of popular music that blends the spiritual fervor and vocal techniques of African‑American gospel with the grooves and song forms of rhythm & blues and the harmonic palette of jazz and blues. It is defined by impassioned, melismatic lead vocals; call‑and‑response with backing singers; handclaps and a strong backbeat; syncopated bass lines; and memorable horn or string riffs. Typical instrumentation includes drum kit, electric bass, electric guitar, piano or Hammond organ, horns (trumpet, saxophone, trombone), and sometimes orchestral strings. Lyrically, soul ranges from love and heartbreak to pride, social commentary, and spiritual yearning. Regionally distinct scenes—such as Detroit’s Motown, Memphis/Stax, Muscle Shoals, Chicago, New Orleans, and Philadelphia—shaped different flavors of soul, while the style’s emotional directness and rhythmic drive made it a cornerstone of later funk, disco, contemporary R&B, and hip hop.

Trap is a subgenre of hip hop that emerged from the Southern United States, defined by half-time grooves, ominous minor-key melodies, and the heavy use of 808 sub-bass. The style is characterized by rapid, syncopated hi-hat rolls, crisp rimshot/clap on the backbeat, and cinematic textures that convey tension and grit. Lyrically, it centers on street economies, survival, ambition, and introspection, with ad-libs used as percussive punctuation. Production is typically minimal but hard-hitting: layered 808s, sparse piano or bell motifs, dark pads, and occasional orchestral or choir samples. Vocals range from gravelly, staccato deliveries to melodic, Auto-Tuned flows, often using triplet cadences.