Responding to misrepresentation: sample pack creation, branding and distribution

Abstract

ABSTRACT This article documents the creation and distribution of a new sample pack, Instruments INDIA, as an intervention against systemic orientalist practices observable within the marketing, branding and production of non-Western instrument sample packs. This intervention draws upon Edward Said’s model of Orientalism and Stuart Hall’s theories of representation, fortifying an interrogation of practices that misrepresent diverse sonic content, musicians and cultures in negative ways. The research brings into focus the influence digital samplers and early sample library CDs had in determining technical configurations and misrepresentation tendencies found within paratextual elements of contemporary sample packs. The article joins forces with a leading sample pack distributor, Loopmasters, to cultivate change via new policy documents and good practice principles. Attending to problematic representation issues at the start of the music production chain offers a strategy to scaffold and promote positive change throughout the production process and into other connected music industry areas, where influential language and imagery align sample content with music production goals and aspirations. The article offers a first-hand account of sample pack development in collaboration with musicians of Indian musical instruments, which provide a case study to better understand and inform more ethical commercial practices in the future.