Alright – so today we’ve got the honor of introducing you to Alex Estrada. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Alex, thanks for joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?
My recording studio is called The Pale Moon Ranch. It’s the third name i’ve had for my studio ventures to date. I started out almost 18 years ago with a small space in downtown LA that I called “The Earth Capital” – an obscure reference from The Simpsons that seemed to fit for whatever reason. I carried this name with me for well over a decade until I realized that the name of a business could carry a certain baggage with it over the years and that rebranding would give me the opportunity to somewhat reintroduce myself. My business model had changed so much over the years – From a rough around the edges space where I could help a band knock out a demo recording in a few hours to a studio that I decided to finally take some pride in, aesthetically and in regards to the work ethic I was bringing to the table. No longer was it a job that I viewed as a place holder til I decided on a future career- It WAS my career and being in my early 30s at the time, I felt a push to make the change sooner than later. I was wrapping up production on an album for my band at the time, Silver Snakes, When I realized that a bulk of that recording process had taken place at my home rather than my studio. I wanted to credit that in the liner notes so I landed on the name Pale Moon Audio – A nod to the creative process of that album itself which was fueled by sleep deprivation and late night walks through my then neighborhood. The rebranding of my business gave me the perfect excuse to reassess the aesthetics of the business itself and in turn I was comfortable and having fun in my new atmosphere and clients were taking notice. A few years later I felt that I had begun to outgrow the space. The shared building was feeling cluttered, the neighborhood itself was changing and after a few months of random internet searches I found a property in the mountains just over an hour north east of my studio space. The wheels were put in motion and after months and months of planning I was ready to uproot my home and business into one space that seemed to have everything I’ve always wanted. A space for creatives with an inspiring atmosphere. Close enough to the city but far enough so that it wouldn’t be a distraction. The area was zoned agricultural and the 2.25 acres I was moving to needed a name that would reflect its rural nature so with that I shifted Pale Moon Audio into The Pale Moon Ranch.
Alex, 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 modern record maker / producer wears many hats
Sometimes I’m producing in which case I’m overseeing the entire process of the record being made. No matter what role I’m given, working hand and hand with the artist is paramount. A producer is often highly involved in song structures, deciding on sounds to be captured, deciding on personnel to be involved from studio musicians to mastering engineers etc.
Sometimes I’m the engineer exclusively in which my role is to oversee the technical needs of the session. Setting up microphones, managing outboard signal processing and most of all – Pressing “Record” over and over and over.
Sometimes i’m the Mixer in which i’m sent the audio files from a project recorded elsewhere, or simply opening the session from a project I was already involved in where I then balance all of the elements in a song until the artist and I decide that we are happy with how it’s being presented as a whole
I’m often playing 2 or 3 of these roles at a given time. Breaking down these titles into something that a young artist can easily understand is a big part of my process. The studio can be a daunting place. Many bands tremble at the thought of their abilities being held under a microscope which is completely valid but I take pride in being able to explain the process and the roadblocks as they present themselves so that the session can continue moving forward. Even If I’m only being hired to hit the “record” button, If I see a musician struggling or if my gut tells me that something could taken to a different place sonically- I’ll interject and start a conversation about it.
Having a background as a multi instrumentalist and former frontman of a touring band has really helped me in this world. I feel comfortable hopping on just about any instrument to troubleshoot or brainstorm. More importantly – My past time as the singer of a band has shown to be an asset to working with vocalists in the studio. I consider vocal production to be my strong suit. Tapping into what makes a voice special and putting it in the forefront.
Where do you think you get most of your clients from?
Word of mouth and social media always play an important role in finding new clients. There was a time where playing in a band became the conduit for my clientele but these days I owe a lot to the general allure of my studio itself. Often when people see a photo of this place they will react by messaging me about visiting in person. I love showing the studio around to new bands and even more so to fellow producers. I don’t view this studio as a space solely at my disposal, My ultimate goal is for this property to achieve notoriety via the work of others. People often know sunset sound as the studio where Prince made “Purple Rain”, they know sound city as the building that hosted Nirvana’s “Nevermind” Sessions. I’d like for the name “The Pale Moon Ranch” to become synonymous with “inspiration within reach”
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
The first 10+ years of my career was based on rushing projects to meet deadlines and stick to slim budgets. I trust my instincts almost to a fault and with that my work process can move very quickly and sometimes that just isn’t in line with the artists needs.
Moving to this space has really helped me slow down when needed. The ability to stretch my legs physically and figuratively in this new studio has added a whole other dynamic to my workflow. Rather than finding inspiration solely at the click of a mouse, Ill often encourage artists and myself to step outside to take in the view and fresh air. We can then come back to the process and reach for a different effect, instrument or any other tool that suits what we are working on.
Contact Info:
- Website: www.Thepalemoonranch.com
- Instagram: www.instagram.com/lxestrada
- Facebook: facebook.com/thepalemoonranch
- Twitter: @palemoonaudio
Image Credits
Alex Estrada Brandon Bradley