Why Are Justin Bieber’s Songs So Catchy? His Producer Explains.

People who accomplish great things, and how they do it.
Jan. 16 2013 11:45 AM

How To Make a Justin Bieber Song

Producer Ariel Rechtshaid explains every holler and handclap in “Thought of You.”

Justin Bieber
What exactly goes into a Justin Bieber hit like “Thought of You"?

Photograph by Chris McKay/Getty Images for Jingle Ball 2012.

If you haven’t yet heard the Justin Bieber song “Thought of You,” it is only a matter of time. It’s the ninth track on Bieber’s third album, Believe, and while it has yet to hit airwaves as a single, its earworm potential is undeniable. There’s something joyous about the way all the sounds come in and start grooving together, a blend of sugary synths, handclaps, and sirens. The song demonstrates the weird mix of euphoria and precision that now characterizes pop music: Every note sounds focus-group tested and groomed to perfection. You get the sense that the man behind the track is part composer, part gem cutter, and part drill sergeant.

Katy Waldman Katy Waldman

Katy Waldman is a Slate staff writer. 

The man behind “Thought of You” is Ariel Rechtshaid. He is a 32-year-old music writer and producer who has worked with a notably diverse set of artists, including Usher, Cass McCombs, Snoop Dogg, We Are Scientists, Glasser, and Theophilus London. He masterminded the 2005 platinum-selling ballad “Hey There Delilah” by the Plain White T’s and is a veteran performer in his own right: He played guitar and sang for a ska-punk band called the Hippos in high school and later helped launch an indie rock outfit, Foreign Born. As a producer, Rechtshaid isn’t as well known as Max Martin, Dr. Luke, or David Guetta (they’re the kings of production, he’s still a prince), but a string of wise partnerships, including an ongoing alliance with Philadelphia-based hit-maker Diplo, makes him an artist to watch. He lives in Los Angeles, where like many in the business, he uses the audio production software Pro Tools to compose, edit, and mix sounds. But, he told me in an interview recently, he’s also stocked his studio with more old-school technologies: guitars and synths, drum machines, and analog recording equipment. “I’m big into playing and recording everything, then reviewing it, cutting out moments that feel good and bringing them together, just seeing what comes of it,” he says.

While Rechtshaid’s songs have the deliberate, micro-managed feel of a lot of modern pop music, they come about through experimentation. Rechtshaid builds songs from the ground up, without a particular vision in mind. He describes messing around with chords on the piano or guitar, haphazardly throwing in drum tracks, running everything through various distortions. One of his rules is not to repeat himself. That means trying to outrun not only the so-called “formula”—a typical hit’s rote journey through intro, verse, pre-chorus, chorus, lift, bridge, and outro—but his own instincts. “I realized at a certain point that everything I knew, all my intuition, always got me to a place that I could predict,” Rechtshaid explains. “That’s less inspiring than when something unpredictable happens.”

What’s the most unusual song he’s ever worked on? He points to “Climax,” by Usher, which he describes as “all tension and very little release.” Restless for a slow jam but reflective for a club track, the song throbs and smolders instead of “arcing” like a standard R&B tune. (It also just claimed the number three spot on the Pazz and Jop 2012 Singles chart).

But on a basic level, Rechtshaid says, pursuing the unpredictable just comes down to making counterintuitive choices sound-by-sound—reaching for sample B when he wants to use sample A. That he takes pride in rarely deploying the same sound twice shows how far pop music has come from the days when every hit consisted of guitar, drums, bass, and maybe keyboard. (For comparison’s sake, today’s standard audio production software includes more than 75 virtual instruments. These can be modified to create thousands of sounds—not counting all the sounds you can collect by recording actual instruments, running them through filters, and applying various effects such as fades and echoes. A single composition on Pro Tools can support up to 256 simultaneous tracks, and the typical pop smash layers at least 30. Overachievers like the Pink song “Raise Your Glass” incorporate more than 90.)

Advertisement

As a music fan and as a producer, Rechtshaid is genre-fluid. He loves Nirvana and Kurt Cobain; he admires Britney Spears for releasing songs that feel “clear and concise and 100 percent communicative.” Some of his heroes include the Ramones, Fleetwood Mac, and Joy Division because “they have their own sounds” and “when the song comes on you can tell whose it is.”

At times he comes close to denying that his own works share any aesthetic at all. He believes his job involves getting inside a band’s headspace and channeling its peculiar spirit—because “every artist, every project, should be unique.” If a common theme does animate his work, it may be some version of Ezra Pound’s injunction to make it new. “I strive to create music that doesn’t sound like anything else,” he says. (At one point I ask him how it feels to reinvent the wheel every time he sits down to write. He replies that it’s probably not good for his mental health.)

As for the hits themselves, each one has its own origin story. Sometimes an artist will call and request a track from scratch. Sometimes the call comes after Rechtshaid has already been toying with a few ideas and has a portfolio to vend. Sometimes he brings an artist what he thinks will be a beautiful fit and the artist rejects it. Sometimes, after that, the two begin an impromptu brainstorming session that produces radio gold.

TODAY IN SLATE

The World

The Budget Disaster that Sabotaged the WHO’s Response to Ebola

How Movies Like Contagion and Outbreak Distort Our Response to Real Epidemics

PowerPoint Is the Worst, and Now It’s the Latest Way to Hack Into Your Computer

Everything You Should Know About Today’s Eclipse

An Unscientific Ranking of Really, Really Old German Beers

Education

Welcome to 13th Grade!

Some high schools are offering a fifth year. That’s a great idea.

Culturebox

The Actual World

“Mount Thoreau” and the naming of things in the wilderness.

Want Kids to Delay Sex? Let Planned Parenthood Teach Them Sex Ed.

The Shooting Tragedies That Forged Canada’s Gun Politics

  News & Politics
Politics
Oct. 22 2014 9:42 PM Landslide Landrieu Can the Louisiana Democrat use the powers of incumbency to save herself one more time?
  Business
Continuously Operating
Oct. 22 2014 2:38 PM Crack Open an Old One A highly unscientific evaluation of Germany’s oldest breweries.
  Life
Lexicon Valley
Oct. 23 2014 10:30 AM Which Came First, the Word Chicken or the Word Egg?
  Double X
The XX Factor
Oct. 23 2014 8:51 AM The Male-Dominated Culture of Business in Tech Is Not Great for Women
  Slate Plus
Tv Club
Oct. 22 2014 5:27 PM The Slate Walking Dead Podcast A spoiler-filled discussion of Episodes 1 and 2.
  Arts
Behold
Oct. 23 2014 11:08 AM Seeing the Familiar in Black and White
  Technology
Future Tense
Oct. 22 2014 5:33 PM One More Reason Not to Use PowerPoint: It’s The Gateway for a Serious Windows Vulnerability
  Health & Science
Bad Astronomy
Oct. 23 2014 7:30 AM Our Solar System and Galaxy … Seen by an Astronaut
  Sports
Sports Nut
Oct. 20 2014 5:09 PM Keepaway, on Three. Ready—Break! On his record-breaking touchdown pass, Peyton Manning couldn’t even leave the celebration to chance.