Because I would never work for a niche publication or a niche program on television and because I am a journalist and not an opinion person, my job is to try to see how many different points of view I can represent or how. It's not even a question of who you don't offend because you are always going to offend somebody. The question is how can you get people to listen to the information you have to present.
Cinematic describes the effect on your imagination when you listen to our music. I want us to leave enough space between the lines to let people's imagination run free. Pop forms the contrast to show that our music is not just niche music and should not be seen as such. As a representative of my artists I don't want to tell someone like e"lafur (e"lafur Arnalds) that his music is 'niche'. I mean, you would never ever say that to your kids, would you? 'You're kind of niche.' Nobody wants to hear that. Literally, Erased Tapes could be described as a crossover from extremes such as techno or classical music to pop. What I like about the word pop the most, is its universal meaning - it knows no boundaries. So if people feel the need to pigeonhole our music, I prefer our box to be open.
Robert Raths initiator of Erased Tapes Records
Except in a few cases like Music for Airports, which was a very clear case of noticing a niche [and] saying, "Okay, there's this situation in which people always play music, and nobody has written music for that situation so I'm going to." So, that was a very clear example of spotting a niche and working for it. I have done that occasionally.
He thought, in your most secret dreams you cut a niche for yourself, and it is finished early, and then you wait for someone to come along to fill it-but to fill it exactly, every cut, curve, hollow and plane of it. And people do come along, and one covers up the niche, and another rattles around inside it, and another is so surrounded by fog that for the longest time you don't know if she fits or not; but each of them hits you with a tremendous impact. And then one comes along and slips in so quietly that you don't know when it happened, and fits so well you almost can't feel anything at all. And that is it. 'What are you thinking about?' she asked him. He told her, immediately and fully. She nodded as if he had been talking about cats or cathedrals or cam-shafts, or anything else beautiful and complex. She said, 'That's right. It isn't all there, of course. It isn't even enough. But everything else isn't enough without it.' 'What is 'everything else'?
Physics, my friend, is a narrow path drawn across a gulf that the human imagination cannot grasp. It is a set of answers to certain questions that we put to the world, and the world supplies the answers on the condition that we will not then ask it other questions, questions shouted out by common sense. And common sense? It is that which is understood by an intelligence using senses no different from those of a baboon. Such an intelligence wishes to know the world in terms that apply to its terrestrial, biological niche. But the world-outside that niche, that incubator of sapient apes-has properties that one cannot take in hand, see, sniff, gnaw, listen to, and in this way appropriate.
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