We recently connected with Michael Howard and have shared our conversation below.
Michael, looking forward to hearing all of your stories today. Did you always know you wanted to pursue a creative or artistic career? When did you first know?
My journey towards embracing a creative and artistic path professionally was ignited during my tenure as a soundtrack manager with 2K. In that role, I had the extraordinary opportunity to collaborate with musicians and producers to clear music for video games. It was during these collaborations that I was truly moved. I found myself deeply immersed in their creative processes, and my heart raced with excitement every time I asked them about their musical journey. The diverse and passionate approaches they took resonated with my own longing for creative expression.
The roots of my passion for music and creativity can be traced back to my family, especially my father. He was a guitar player and a song writer. His artistic endeavors served as a profound source of inspiration for me. I recall those early days when I embarked on my own creative journey. It was a moment of pure, unadulterated joy when I first experimented with crafting beats and melodies, all while playing a video game called Amplitude.
In 2012, I took a leap of faith and fully immersed myself in the world of music production. The purchase of Native Instruments Machine marked the beginning of an emotional rollercoaster. My initial attempts were far from perfect, and frustration sometimes welled up within me as I grappled with the intricacies of the NI interface. But amidst the challenges, there was an overwhelming sense of liberation and therapeutic release. I made a deeply personal commitment to continue nurturing this lifelong love affair with music. It became an emotional lifeline, a conduit for my most profound feelings. To gain exposure and experience, I entered beat competitions, showcased my work, and joined a few writing camps. These experiences allowed me to connect with fellow musicians on a profound, soulful level.
The year 2016 brought a momentous turning point to my artistic journey. I crossed paths with Dribble2much, during the curation process for NBA2K. It all began when we delved into his innovative dribbling technique, lovingly dubbed “The Sauce” at that time. As we spoke, he revealed his aspirations of crafting an album, and my heart raced with anticipation as I shared some of my beats with him. The moment he fell in love with one of my compositions, a tidal wave of emotion washed over me. It was the kind of serendipity that sends shivers down your spine. Our collaboration took flight, resulting in the creation of the song “Sauce.”
My journey, from a soundtrack manager to a music producer and songwriter, has been a symphony of emotions. It’s been fueled by a passionate love for creativity, inspired by the enduring bonds of family, and characterized by the profound joy of discovery. With each step, I’ve grown not just as an artist but as a person deeply connected to the raw, pulsating heart of music. It has become the very essence of my being, a constant companion on the tumultuous journey of life. I look forward to the countless emotional adventures that lie ahead.
Michael, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My journey into the music industry began in 2014, a year that would forever change my life. I found myself at the helm of the soundtrack curation position, a role previously outsourced. The task at hand was nothing short of extraordinary – helping Pharrell Williams craft an auditory masterpiece for the everyday 2K player. Pharrell, amid the whirlwind success of his iconic song “Happy,” had a schedule bursting at the seams with commitments. He barely had a moment to spare for selecting songs for the game. In that pivotal moment, I stepped in, compiling a list of what I believed to be his best songs and sending them to his team. The anticipation was overwhelming, knowing that I was playing a part, albeit indirectly, in shaping the sonic landscape of the game.
Though I never had the chance to meet Pharrell in person, the experience left an indelible mark on my soul. It was a moment where my identity as a beat maker converged with the world of 2K and Pharrell’s music. The desire to truly immerse myself in this creative endeavor burned within me like a relentless fire. However, my journey took an even more profound turn with the development of the NBA 2K16 soundtrack.
As I sought to deliver something fresh and electrifying for the 2K fanbase, I embarked on a soul-searching journey. I drew inspiration from racing video games, action-packed films, and other sources that had delivered unforgettable soundtracks. I delved deep into what made these soundtracks exceptional, why they resonated with listeners, and why they could be replayed endlessly. It became evident that a single playlist could be transformed into a tapestry of playlists curated by various musicians and even celebrities.
This newfound perspective propelled me into collaborations with musical titans like DJ Premier, Quavo, and DJ Khaled, among others. We engaged in heartfelt discussions about the songs that each playlist should feature, and the exhilarating process of clearing and developing clean versions of each track for legal use in 2K games. Working alongside countless producers and writers, I gained insights into the art of songwriting, beat composition, and the intricate workings of collaborations. I also delved into the nitty-gritty aspects of song credits and splits, which many creatives tend to shy away from.
Simultaneously, my journey led me to embrace the world of producing beats for artists, not only upon request but through thoughtful consideration of where each song would find its home and how it would resonate with its audience. This understanding opened doors to placements with the right artists and opportunities in films and commercials.
One of the most pivotal moments in my journey was when I connected with producer and artist Ye Ali during a writing camp. He invited me to contribute beats and showcase my talent. The thrill of having Eric Bellinger collaborate on one of my beats, which would later become “Ball,” was life-changing. It allowed me to see my talent through a different lens, beyond my own perspective. Today, I continue to produce beats, send out beat packs to A&Rs, soundtrack managers, and influencers, and negotiate agreements with a deep understanding of the music business.
What sets me apart as a producer and songwriter is my keen awareness of how a song extends far beyond its initial creation. I comprehend its potential use in various contexts, from commercials to movie soundtracks or TV series. My insights into the symbiotic relationship between music and visuals have been further honed through another facet of my work – filming pro basketball athletes and influencers. Capturing moments during Dribble2much’s training sessions with pros like DeMar DeRozan, Coby White, and Chris Paul, I’ve learned the art of combining content and music to amplify the energy of each workout, maximizing exposure and potential reposts from athletes.
In both my music and video work, collaboration is at the heart of my journey. When working with musicians, I provide not only beats but also vocal melody ideas and potential choruses/themes, tailoring my approach to the unique needs of each project. For my sports video clients, I contribute not just to filming but also to shaping video concepts and devising strategic content launches on social media channels. Every partnership is a two-way street – a learning experience for me and a growth opportunity for those I collaborate with.
I take immense pride in a few defining moments of my career. First and foremost, curating the NBA 2K16 soundtrack stands as a testament to my ability to craft an experience cherished by 2K fans. The anticipation leading up to its release was nerve-wracking, but the overwhelming positive response, even from talents like DJ Premier and DJ Khaled, was a profoundly gratifying moment.
Secondly, producing for artists like Ye Ali and Eric Bellinger, and collaborating with Dribble2much, who kick-started my music journey, fill me with immense gratitude. These experiences have been instrumental in my growth as a creator.
Lastly, my work in capturing viral moments with DeMar DeRozan during basketball sessions has brought me a unique sense of accomplishment. I’m fueled by my passion for basketball and the ability to blend music and video that resonates with fans.
In closing, I want the world to know that my journey is driven by a profound passion for everything I do. My greatest joy and satisfaction come from helping others grow and succeed. I approach every collaboration or partnership as a chance to both learn and teach, embracing the beauty of shared experiences in business, art, fitness, or any endeavor. I am dedicated to fostering growth and creating impactful moments in the world of music, video, and beyond.
We’d love to hear a story of resilience from your journey.
One story that I’m eager to share centers around a pivotal moment in my life, which transpired shortly after my last year working at 2K. Following my time with 2K, I embarked on a bold move, relocating from Northern California to the vibrant city of Los Angeles. Little did I know, this move would open the door to an entirely new chapter in my career, one that would test my abilities and determination in ways I could never have imagined.
Upon my arrival in Los Angeles, fate led me to a unique opportunity, one that was both exhilarating and, admittedly, a bit daunting. I found myself working closely with Dribble2much, a figure in the basketball world renowned for his extraordinary dribbling skills. However, it was a different aspect of his work that presented the challenge — content creation and filming basketball training sessions. Although I had some prior experience in video editing for 2K, I had never ventured into the realm of filming basketball workouts, especially with professional NBA players.
Dribble2much handed me a Sony A7 camera and simply said, “Bro, can you figure this out and film for me?” To many, this request might have seemed overwhelmingly intimidating. The pressure to deliver high-quality content, especially in the realm of professional basketball, could be paralyzing. However, my unwavering commitment to learning and my willingness to step out of my comfort zone guided me in this moment.
I realized that there would undoubtedly be a steep learning curve. I accepted the fact that I might not produce perfect results from the get-go, but that didn’t deter me. I recognized that mastering a new skill takes time, patience, and persistence. Rather than succumbing to self-doubt, I decided to give myself the grace to learn and improve.
Fast forward to today, and I am still behind the camera, filming for Dribble2much. Our collaboration has yielded recognition from renowned entities such as NIKE and NBA players. What once seemed like an insurmountable challenge has become a fulfilling and rewarding journey. The invaluable lesson here is to never give up, even when it feels like your efforts may be in vain or your skills not fully developed.
This story serves as a reminder that perseverance, a willingness to embrace new challenges, and the belief in one’s capacity to learn can lead to remarkable growth and success. It’s a testament to the idea that, no matter how daunting a task may appear, with determination and patience, you can overcome it and thrive. So, to anyone out there facing a seemingly insurmountable challenge or embarking on a new endeavor, remember: you can do it, and you will!
What do you find most rewarding about being a creative?
For me, one of the most deeply gratifying aspects of being an artist and creative is witnessing the profound effect that our content can have on people’s lives in a positive and transformative way. It’s a source of immense joy and fulfillment to see how something that initially may not have seemed like a standout piece of art or content can unexpectedly become a beacon of inspiration and delight for others.
There have been countless instances where I’ve created a beat, one that I might not have initially considered pushing to an artist or for sync opportunities, only to casually share it with a friend or play it at a gathering. To my surprise, these seemingly ordinary beats have had a remarkable impact on those who hear them. I’ve had friends tell me that a particular beat is the “hardest” they’ve ever heard. This spontaneous praise often lights the spark of creativity, leading to a fully released song that resonates deeply with our following. It’s a testament to the power of creativity and the unpredictability of art, where something that might have been overlooked by me can become a treasured gem in the eyes of others.
A similar phenomenon occurs with the video content I produce. There are moments when a workout session may appear low in energy but is meticulously calculated. However, when transformed into a slow-motion clip and shared on social media, it can explode with views. The response from the audience is overwhelming, as positive sentiment pours into the comments section. People express their admiration for the player, and my clients receive phone calls and messages praising the exceptional quality of their content.
Experiences like these leave me profoundly content and fulfilled. They serve as a powerful reminder that our creative endeavors have the capacity to enhance the lives of others. Through the magic of music and video content, we have the privilege of uplifting spirits, sparking inspiration, and bringing joy to people’s daily routines. It’s a privilege that fills me with immense gratitude and reinforces my dedication to crafting great music and video content.
In conclusion, the ability to positively impact the lives of others through art and creativity is a driving force that fuels my passion and commitment as an artist. It serves as a constant reminder that the work we do as creatives transcends mere aesthetics; it has the power to touch hearts, stir emotions, and inspire change. It’s a beautiful and humbling journey that brings fulfillment to both creators and audiences alike, and it’s a journey I feel immensely fortunate to be a part of.
Contact Info:
- Website: https://linktr.ee/gvemike
- Instagram: https://www.instagram.com/gve_mike
- Linkedin: www.linkedin.com/in/michael-howard-7630139a
- Youtube: https://www.youtube.com/channel/UCjFEyrspmFy8SpwBNDFoefg
- Other: Im also on TikTok as GVE MIKE
Image Credits
Photography owned by GVE MIKE