My name is Lonnie White and I am the Owner and Chief Engineer for Iceberg Entertainment. I'm a 2013 graduate from Full Sail University with a Bachelor Degree in Recording Arts. Along with my degree I also accomplished becoming a Certified Pro Tools Music Operator. I provide mixing, mastering and production services for those in need.
Iceberg Entertainment is a small Music Production and Recording facility with a big sound. We provide Recording, Editing, Mixing, Mastering and Music Production. We provide production for genres such as Hip-Hop, R&B, and Pop. Although our production has a main focus we are experienced in multiple genres with regards to Mixing, Editing and Mastering. The DAWs and Software Plugins we use to record or fine tune your projects are among top industry products using a powerful computer setup for processing to sustain dependability.
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Interview with Iceberg Entertainment Music Production and Recording
Q: Tell us about a project you worked on you are especially proud of and why. What was your role?
A: I recently worked on a project for a client in Atlanta that sent over a record by an artist name KROOK. I particularly proud of this project because I sent over 1 mix and they loved it. As the chief mix engineer, I did not have to send over multiple versions.
Q: What are you working on at the moment?
A: Currently I'm working on some mixing and mastering for my son (BWHITE5200) which recently signed a distribution and marketing deal with Hit Makers Distribution and Marketing.
Q: Is there anyone on SoundBetter you know and would recommend to your clients?
Q: Analog or digital and why?
A: Both. They both provide a different sound for different songs. Analog tends to be warmer while digital can sound rigid at times which could be suitable for most hip-hop records.
Q: What's your 'promise' to your clients?
A: I promise my clients I will provide an ear to detail and deliver a quality product at the completion of the project.
Q: What do you like most about your job?
A: I enjoy the challenge of listening to new rough mixes my clients send me. I enjoy coming up with a roadmap to provide a better mix for radio and other broadcast media.
Q: What questions do customers most commonly ask you? What's your answer?
A: "What do you charge for studio time?" This is what's asked often of my service. depending the artist I work with, studio time is typically $45.
Q: What's the biggest misconception about what you do?
A: The biggest misconception of my work is that I'm a DJ. I'm not a DJ!
Q: What questions do you ask prospective clients?
A: My primary question is always, "what is your goal for this project?" I'd like to know what their vision is and learn how I can best deliver what their looking for.
Q: What advice do you have for a customer looking to hire a provider like you?
A: Read between the lines but don't judge the book by it's cover. Some with more experience will offer exactly what a client is looking for. However, there are also are professional with less experience on record/SoundBetter but can provide either same or better experience for less money.
Q: If you were on a desert island and could take just 5 pieces of gear, what would they be?
A: My MPC, Microphone, Mac Computer, Mic Preamp, and Studio Monitors (counting those as one).
Q: What was your career path? How long have you been doing this?
A: My career path was to become a rap artist. I really just wanted to be an artist and not worry about the engineering aspects. But I became intrigued in doing my own recording that I began my journey on the engineering side of things. I've been engineering and rapping for almost 20+ years.
Q: How would you describe your style?
A: My style is like water. It's constantly changing and evolving as it moves through different channels and terrain.
Q: Which artist would you like to work with and why?
A: I'd like to work with Pharrell and Q-Tip. I list two because Q-Tip is one of my favorite artists of all time and Pharrell seems to be so diverse in music production and studio performances. These two artist/producers could teach me a lot about the industry and also open a mind to creative writing and production.
Q: Can you share one music production tip?
A: One tip I'd provide is to always create movement in your work. Don't be lazy or complacent with the same redundant/predictable pattern(s) in your work.
Q: What type of music do you usually work on?
A: I typically work with a lot of Hip Hop/Rap artists. But I work with all genres.
Q: What's your strongest skill?
A: MIXING - Attention to detail is one of my greatest attributes. Dissecting a session and finding the strong, weak, and weakest points is just habit for me. When I hear a recording I tend to listen first; identify dissonant qualities of a session or song and implement quality change processes. This could be anything from level/gain staging to EQing. The other SKILL that has no technical relation is music production... I MAKE BEATS!!!
Q: What do you bring to a song?
A: Attention to detail. Every client or artist deserves an engineer or producer with a canning ability to provide detailed feedback regarding their performance or production work. As an artist myself, I bring experience as well. So in essence my clients are just getting an engineer who just pushes buttons, they're getting someone who can really provide feedback from an artist stand-view.
Q: What's your typical work process?
A: 1st; understanding client need. 2nd; understanding how I fit in to bring that need to reality. 3rd; communicate to client the perceived outcome. 4th; more listening to the client. 2nd stage: Fire up Pro Tools or which ever DAW is needed; perform Magic!
Q: Tell us about your studio setup.
A: My studio setup is comprised of professional grade hardware and software. I currently am functioning strictly out-the-box; no consoles. I have 2 mic preamps; 1 digital and the other an analog pre amp; both are by Focusrite. I have two 32'' monitors I recently purchased from LG for visual purposes. I would say my set up is small but extremely powerful and very capable of competing with a million dollar commercial studio.
Q: What other musicians or music production professionals inspire you?
A: Music production by Pharrell, Mantra, Timbaland, Zaytoven are currently on my radar. Music performances by Mystikal, Bruno Mars, Pharrell (again), Pusha T, NOVAMAN | On Da Beat, and James Morrison inspire me to continue making great music and to provide quality services to those in need.
Q: Describe the most common type of work you do for your clients.
A: The most common type of worked I perform is recording, mixing, mastering, and music production.