If Not If: With Rules defined by their possibilities!

If Not If is the artist name for multi-instrumentalist and producer Graeme Ginsberg. Rules defined by their possibilities, possibilities defined by their rules.

If Not If’ is the artist name of multi-instrumentalist and producer Graeme Ginsberg. With foundations in classic rock, prog rock and jazz-rock fusion, Ginsberg draws on diverse genres to produce exciting music that is as familiar as it is unusual. His approach to composition is that nothing should be out of bounds.

As a guitarist, Ginsberg’s playing style is distinctive and personal. He cites Jeff Beck, Pat Metheny, Frank Zappa, Adrian Belew, John Scofield, Robert Fripp and Carl Verheyen as having had the biggest impact on his approach. Meanwhile, he is an obsessive synth sound developer and designer. He uses a mix of MIDI guitar and keyboards when playing synths, to realise the widest range of dynamics.

Ginsberg has a busy production schedule set for If Not If in 2022, including an album releasing in May.

«The tracks I’m currently completing for the album bring guitar tones, solos and textures more up front. But it’s always the same approach – striving to get to something vivid, dynamic and emotional using the right balance of sounds».

Forgiveness was written and produced between March 2020 and September 2021as a response to the confinement during, and subsequent release from, the Covid lockdowns. Each of the parts has its own distinctive character – the minimal, ambient jazz-inflected electro build of Part I: Reflection, the raw guitar, rhythmic sway and kinetic cycles of Part II: Negotiation, and the short delicate piano resolution Part III: Acceptance.

* All tracks written, produced and mixed by Graeme Ginsberg

* Guitars, synths and sound development: Graeme Ginsberg

* Mastering: Pete Maher (Rolling Stones, U2, Killers, Depeche Mode, Pixies, etc)

Sunshine Everywhere began as a set of guitar and synthesizer improvisations recorded over five days in June 2018. The loose elements quickly suggested a four-part structure. Each part has its own distinctive character: the vocal acrobatics and expressive melodic synth-polyrhythm interplays of Part I: Sunshine give way to the atmospheric fusion keyboard, trumpet and bass of Part II: Eclipse, before exploding into the kinetic guitar and synth groove cycles of Part III: Celebration Day. The piece concludes with Part IV: UV Burn, a blend of interweaving rhythms, scorching outbursts and poignant melodies that ultimately arrives at some form of equilibrium, albeit one colored with nostalgia and regret. A life in a day.

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