Noah "40" Shebib, whom is expected to be the executive producer of Drake's upcoming album, Views from the 6, is the star of a new promotional video put out by Native Instruments in support of the company's KOMPLETE KONTROL keyboard controller as well as its MASCHINE production software. Both products are key components of 40's Toronto studio, which he gives a tour of in the new video.
Shebib refers to his studio as "the craziest production room ever," and he believes its isolated location in Toronto has been vital to his and Drake's continued success. "This is sort of like our army base off shore that we, like, train for war in. And then when we're ready, we go to war, and no one sees it coming cause we're not training in front of anybody's eyes," says the OVO co-founder.
The If You're Reading This It's Too Late song "Jungle" plays throughout the clip, and Shebib discusses his process in making songs like that one -- those with a lo-fi, "underwater" sound, such as "30 for 30," the final track on What a Time to Be Alive.
For Drake and 40, simplicity is always the rule to go by: "simple usually translates to real. Because it's not too much, it's not overdone," says 40. Drake just confirmed that Views from the 6 will arrive next month. Who's looking forward to another dose of authentic simplicity?
