Traditionally, recording artists have been the principal recipients of public praise and admiration for their creative offerings, and are generally recognized as the face of the music industry. But with the success of highly acclaimed producers such as Timbaland, Pharrell Williams, Kanye West and Swizz Beatz, notoriety has shifted from being exclusive to artists, as the composers behind the hits are now starting to garner equal attention in the spotlight.

Capitalizing from the rise of popularity in musical production is the service company, iStandard Producers. Started in 2005 by founders Don Di Napoli and Jason “J. Hatch” Hadshian, iStandard Producers connects promising beatmakers with the recording industry at-large. A hallmark of the company is the monthly globetrotting iStandard Producers showcase, which offers fledgling producers the forum to display their production skills in a formal beat battle. The event mobilizes members of the music community to assemble, network, collaborate and promote their artistic efforts in a sonic-friendly environment.

“The main purpose is to provide opportunities for up-and-coming producers to get seen and heard by the industry that they try so hard to get in front of. We break down the barriers and share our relationships with the producers. It’s also a great atmosphere for artists and producers to build and create music from the underground level up,” states J. Hatch.

In addition to executive duties, J. Hatch functions as the host of the event, setting the mood for the aspiring producers to confidently tout their material by employing the mantra that “every contestant is a superstar.” Since the iStandard Producers showcase is a competition, a myriad of music professionals (A&Rs, publishers, producers, etc.) are commissioned to judge the talent and offer their critiques of the producers’ respective tracks (sometimes to the contestants dismay). 

Although the panelists serve as arbiters of the music, they are also there to assess the producers’ potential for future opportunities and projects. In fact, a few iStandard Producer showcase participants have placed beats with some of urban music’s biggest names. “Producers that have been in our showcase have had placements with the likes of 50 Cent, Fabolous, Jill Scott, The Clipse, Snoop Dogg, and many more. We never promise anyone that they will be guaranteed a placement from our shows, you just get the connects and from there it’s on you,” says Don Di Naopli.

While New York City and Philadelphia have been the primary locations for the contests, iStandard Producers has extended the brand to include other cities such as Atlanta, Chicago, Los Angeles, Las Vegas, Phoenix (this past March, the company packaged its format and participated in Sha Money XL’s 2008 “One Stop Shop Producers Conference”), and Miami, where they are hosting a “Beats on the Beach” showcase in October. (Plans are also in development to venture into Boston, Houston and Virginia.)

Even though iStandard Producers is an event that helps producers hone the technical aspects of their craft and provides new talent with a gateway to enter the music industry, it is also a valuable medium for novices to learn and educate themselves about the business of music production. And while receiving advice from industry insiders is normally difficult to obtain, the perks the showcase offers new producers is invaluable. “To gain knowledge from some of the most influential in music is priceless,” concludes J. Hatch. 

To learn more information about iStandard Producers, visit their website at istandardproducers.com.