Jay-Z has been making his rounds to speak on the demise of Auto-Tune, from his point of view. KRS has been doing the same. With alleged come-back tracks on the way from other artists, Jay had to recently explain what originally made him take a closer look at how Auto-Tune was changing the way people viewed the culture.
“I just think in Hip Hop, when a trend becomes a gimmick, it’s time to move on,” Jigga told Chicago radio station WGCI earlier this week, echoing statements we reported on yesterday. “I saw a Wendy’s commercial and they’re using Auto-Tune. They’re joking on it. It’s like, OK, enough of that. … It was a trend. It was cool in the beginning. Some people made great music with it. Now it’s time to move on.”
Marco Alpert, VP-marketing for Antares Audio Technologies spoke on his product, telling SongsforSoap.com that their will always be a need for his product in music. He also said that their company had no problem with what is being said about its product or how it is used in the Wendy’s ad.
“We’re thrilled to have our brand out in the general world of pop culture. When it’s made it into Wendy’s commercials, we know that we’ve definitely moved beyond the rather rarified boundaries of the professional audio-technology world. Controversy is good for the Auto-Tune brand, and kind of fun to boot.”