AMD has recently been crusading for what some might think an unusual cause for a processing company-a grass roots movement within the music industry.
Before The Music Dies is an up-coming documentary by indie filmmakers Joel Rasmussen and Andrew Shapter that takes a hard look at the current state of the music industry, where it’s going and the role technology is playing. AMD relates to the film’s powerful message.
According to Charlie Boswell, Director of the Digital Media and Entertainment Division, Corporate Marketing for AMD, his company’s own message is quite aligned with that of the film’s. “This movie is a description of the entire musical landscape as it exists today,” he says. “It looks at how technology can be used to manufacture pseudo talent or how it can be used to bring out, harvest and cultivate true, raw talent without record labels and A&R people. And so, I would have to say it’s an incredible shared vision, not only from the filmmakers’ point of view, but from a company like AMD that really wants to make a difference out there with artists; with people who have a dream.

Click below to watch the trailer of Before The Music Dies

“The promise of technology that was made early on was that you can do all these wonderful things with it. But, in this case, there’s never been a better time in history to not only record your own music and produce your own music, but also to distribute your own music. So, literally, this movie says, ‘there’s nothing standing in your way now with the exception of your own willingness and your own talent to move forward.'”
Well-known artists such as Eric Clapton, Bonnie Raitt, Elvis Costello and Dave Matthews, lesser-known talents including Doyle Bramhall II, Calexico and Blaze, along with music journalists and even recording label executives all discuss different aspects of the music industry, and how, in many cases, success is created by major record labels and radio stations with lots of money to spend (and make) on producing “hit” records. The film’s theme is that often, many of today’s “success stories” are actually products that have been manufactured rather than true, raw talent being discovered.
AMD is not only supporting the film, but is actually one of the monetary sponsors. In addition, the company has had plans in development for several years now to create a program for rising filmmakers and musicians that offers reliable and affordable alternatives, such as workstations and software, that will help enable the artists creativity and vision.
“AMD has just been blown away by the film itself and by the fact that we managed to cross paths with these guys,” says Boswell. “This film is not just about the artists, but also the fans. They’re realizing that there’s this amazing music out there that, perhaps, they have not been exposed to because of somebody else’s pre-conceived notion of what [the public] might like. I look at it like it’s the ultimate musical free-market message, and that’s so consistent with everything that runs through the very center of our corporate culture—we’re here to enable people. We’ve come together at a point in time when there’s a hunger on the artists’ part and the fans’ part to experience this new music. Anybody who has a dream and bought into the idea that you need a big record label and a big budget to fulfill your dream is completely blown away by this film. What it really all boils down to is raw talent and desire.”
Before The Music Dies is expected to hit theaters later this year.