We were lucky to catch up with Clifford King recently and have shared our conversation below.

Hi Clifford, thanks for joining us today. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

The Covid-19 pandemic dealt a significant blow to artists and musicians, particularly those reliant on live performances, such as choirs and singers. Gathering safely became a daunting challenge, leading to cancellations of commissions for many, myself included as a composer. However, amidst this adversity, the emergence of virtual choirs offered a beacon of hope. Originating from the innovation of renowned composer Eric Whitacre, this concept of singers recording their parts from home and blending them together in post-production fostered a newfound sense of community among those craving the harmony of group singing.

Yet, we observed that many virtual choirs lacked cohesion, sounding either disorganized or overly polished. Drawing upon our extensive background in studio recording and choral performance, my partner and our Associate Director Kiersten Honaker and I decided to embark on a journey of our own. Armed with basic recording equipment and fueled by our passion for choral music, we began crafting recordings of my compositions that had been sidelined by the pandemic’s disruptions.

Because we initially lacked expertise in studio techniques, we found our recordings started to resonate authentically. These humble demos not only captured the essence of our compositions but also showcased the depth of our choral experience. This endeavor became a lifeline, allowing us to engage with choral music at a high level during a time when traditional avenues were closed off.

Since we were so happy with how these recordings were sounding, we envisioned extending this opportunity to composers worldwide. Initially anticipating a niche demand, we were taken aback by the overwhelming response. What began as a modest venture blossomed into a global service, connecting composers with skilled vocalists eager to breathe life into their creations.

Clifford, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

The Rocky Mountain Chamber Choir – Virtual Singers is essentially a demo recording service catering to choral composers worldwide. My journey into this field stems from a deep passion for choral music, which blossomed during my college years. Witnessing the remarkable prowess of choirs in European competitions fueled my desire to excel as a choral singer. Then, experience in the professional singing and studio singing world, I and every singer at RMCC has further pushed ourselves to sing at the highest level possible, working hard to be able to sing anything on the spot with impeccable intonation and color.

At Rocky Mountain Chamber Choir – Virtual Singers, we specialize in recording music for composers, aiding them in marketing their creations at a reasonable cost and timeline. Our clientele ranges from seasoned professionals to newcomers in the field. Despite the diversity in compositions we encounter, we approach each project with meticulous care and attention to detail.

One of our distinguishing features is our commitment to authenticity and human expression in our recordings. While AI-generated choirs exist, we pride ourselves on delivering a genuine, emotive interpretation crafted by real individuals. This dedication ensures that every piece we record is treated with reverence, integrity and respect..

Collaborating closely with composers, we strive to capture the essence of their music while maintaining artistic integrity. Our recordings do not mirror the sterile perfection of the composer’s notation software; they resonate with the warmth and humanity inherent in live performances. This commitment to authenticity sets us apart in an era dominated by technological advancements.

Ultimately, our goal is to preserve the beauty and artistry of choral music, transcending the limitations of digital replication. Through our sincere and expressive recordings, we aim to connect composers with audiences on a deeply emotional level, reminding them of the timeless power of the human voice.

How can we best help foster a strong, supportive environment for artists and creatives?

To best support artists, creatives, and a thriving creative ecosystem, society can start by prioritizing attendance at live concerts and events. In the United States, there’s often a focus on maximizing value or finding the “best deal,” which can overshadow the intrinsic value of experiencing live art. Attending live events fosters a sense of community and togetherness. I remember singing in Europe, where packed venues welcomed completely unknown choirs with open arms. I find it extremely heartwarming that these small (and large!) towns had so many people who attended a concert last night, and will probably go to another one tomorrow, and still come to this one tonight because their entire community does the same thing! These events create memorable evenings filled with music, conversation, and connection with loved ones. Embracing a culture of experiencing art for its own sake, regardless of perfection, strengthens communities and enriches lives. By supporting live performances, individuals contribute to a vibrant creative ecosystem where artists thrive, audiences cherish shared experiences, and communities flourish. This vision of mutual support and camaraderie is what drives my passion for the arts and the simplest and most rewarding way we can support the arts.

How did you build your audience on social media?

This is such an interesting question for RMCC in particular! We don’t have a huge social media following as far as the numbers are concerned. Our journey in building a social media audience has been more about quality than quantity. We may not boast a massive following, but we’ve cultivated a deeply engaged and loyal community that steadily grows. We’ve learned that authenticity is paramount in social media. Our focus has always been on staying true to ourselves rather than chasing trends or inflated metrics.

We understand our audience – choir nerds and composers! – and cater our content accordingly. Rather than fretting over high interaction numbers, we prioritize genuine connections and meaningful engagement.

For us, social media is about finding, knowing, and respecting our audience. We value integrity and honesty in both our recordings and online presence above all else. While we could attract a broader following by conforming to influencer aesthetics, it wouldn’t align with who we are. We take pride in our niche and are confident in our ability to convert followers who share our passion, even if they’re not initially part of the choral community. Composing, and art in general, is a very competitive field with a lot of bad feelings toward others and their success, and we strive to foster a community of support and generosity, and I think that has made our little corner of social media an honest if small space for composers and artists to recharge and find support and kindness in an otherwise very isolating field.

Contact Info:

• Website: https://www.rockymountainchamberchoir.com/
• Instagram: https://www.instagram.com/rmccvc
• Facebook: https://www.facebook.com/rmccvc
• Youtube: https://www.youtube.com/@rockymountainchamberchoir3528

Image Credits
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