Propellerhead's Reason Adopted By Hit-Making Team, The Avila Brothers
Staunch Audio Purists Are Newest Converts to Award Winning Software
Stockholm, Sweden, February 1, 2007 - The Avila Brothers (aka The AB Experience), Bobby and IZ, are a hit-making creative production and songwriting team who have collaborated with an impressive list of high profile artists ranging from Michael Jackson and Macy Gray to Mary J. Blige and Gwen Stefani. Their latest projects include Usher's multi-platinum release, Confessions, which debuted at #1 and sold 1.1 million in its first week, and Janet Jackson's Damita Jo, which debuted at #2-putting the Avila Brothers in the #1 and #2 spot in the country in 2004. The duo also created original music for feature films like "Mo' Money" and "The Fighting Temptations", and were the talent behind the acclaimed 2002 Gap clothing Christmas ads featuring memorable reworkings of "Joy To The World" and "Love Train." Bobby Avila explains how he got turned on to Reason, and how it changed his mind (and his ears) about using keyboard software.
"I was introduced to Reason through a friend that I had met through Usher," Bobby explains. "He knew that I was a purist when it came to acoustic piano and live strings, and began to woo me with these awesome sounding strings in the middle of a recording session. I have been so against keyboard software for as long as I can remember, but once I heard those strings, it immediately made a believer out of me."
Reason's ease of use also was an important factor in Bobby's decision to integrate the software into their production. "I love Reason for its simplicity. I have always stayed away from the software world because of its thin sonics and complicated mechanics. Reason is the complete opposite to me."
And Bobby's found that Reason has had an influence on their creative process. "It gives the analog guy in me a chance to be able to use technology without losing the warmth and feel of a live instrument when I am in my creative environment."
The Avila Brothers are currently utilizing Reason on a new recording with Chaka Khan.
About Propellerhead Software
Formed in 1994, Propellerhead Software is a privately owned company based in Stockholm, Sweden. Renowned for its musician-centric approach, Propellerhead has created some of the world’s most innovative music software applications, interfaces and technology standards. Musicians, producers and the media have praised Figure, Reason, ReCycle and ReBirth applications for being inspiring, great sounding and of impeccable quality. Technologies such as ReWire and the REX file format are de-facto industry standards, implemented in all major music software. Today, Propellerhead’s products are used all over the world by hundreds of thousands of professionals and enthusiasts for all kinds of music making. http://www.propellerheads.se
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