Rapid Prototyping and Making Hits
Motown was a hit factory because it was an idea factory. Songwriters prototyped 5 ideas a day, and their best 5 a week were narrowed down to 2. One of those would likely make it through the whole recording process and into Quality Control. Motown threw away 24 songs and 14 mixes for every song they voted on.
Though the leading artists would change from session to session, the backing band for almost every Motown song was
The Funk Brothers. Stax Records in Memphis had a similar backing group in
Booker T. and the M.G.’s. The songwriters, band, and engineers worked together every day.
Their process ensured that the best ideas were developed, but the practiced musicians and engineers are why iteration could happen quickly.
William “Mickey” Stevenson said of the Quality Control sessions “We’d end up with two great songs, sometimes three. We’d pick out the one to go out, and then we’d have other songs ready to go, so we…never ran out of (hits).”
Hiring the best talent is one takeaway from Motown’s success. There are lessons in prototyping as well:
- Use techniques and tools everybody knows. The Motown composition style used chords often similar from song to song. The band arranged tunes on the fly because they all knew the musical formula. Thoughtbot created a Ruby Gem named suspenders to create new Rails projects. They can spin up a new app and deploy it to Heroku in minutes (if not seconds), and because they all use the same Gem everybody at the company is instantly familiar with the libraries being used. Pick one tool for mocks and stick with it. Encourage everybody to learn it.
- Practice or automate time-consuming stuff. Generating 5 songs a day gave Motown’s writers amazing practice. Building up a product team that can churn through ideas means more possible hits. On the tech and prototyping side, try to automate server and even workstations configuration as much as possible (DevOps is all about this).
- If it doesn‘t exist yet, don‘t be afraid to build it. The Motown producers were famous for using new techniques and sounds in recordings (snow chains, stomping, a tire). The engineers were building new audio gear from scratch to get just the right sound. Don‘t limit yourself to the tools available, go beyond them where you need to.
- Rapid iteration makes tough reviews even more important. Your goal is to find the best ideas. To do that you will need to throw away lots of good ideas. Stevenson saids the flip side of this is that you always have good ideas waiting in the wings, in case you can’t find a great one.