Word: auto
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Dates: during 2000-2009
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With the exception of Milli Vanilli's, pop listeners have always been fairly indulgent about performers' ethics. It's hits that matter, and the average person listening to just one pop song on the radio will have a hard time hearing Auto-Tune's impact; it's effectively deceptive. But when track after track has perfect pitch, the songs are harder to differentiate from one another--which explains why pop is in a pretty serious lull at the moment. It also changes the way we hear unaffected voices. "The other day, someone was talking about how Aretha Franklin...
...hope that pop's fetish for uniform perfect pitch will fade, even if the spread of Auto-Tune shows no signs of slowing. A $99 version for home musicians was released in November 2007, and T-Pain and Auto-Tune's parent company are finishing work on an iPhone app. "It's gonna be real cool," says T-Pain. "Basically, you can add Auto-Tune to your voice and send it to your friends and put it on the Web. You'll be able to sound just like me." Asked if that might render him no longer unique, T-Pain...
Perfect Pitch? To hear Auto-Tune in action, go to time.com/autotune...
...wasn't meant to turn out this way. The new Russia was supposed to replace poverty, money worries and grumbling mothers with places like Rusfinance, a Moscow call center that transports you from the gritty streets and auto-parts stores into an indoor world of cheery beige furnishings, swirling red-and-gold patterns on the walls and easy credit. Here, 450 people--mainly women in their 20s--sit side by side in booths and field calls from Russians asking to borrow money. Most of the time, the answer is a resounding yes. Owned by the French bank Soci?...
Rusfinance and Société Générale officials say they are working the crisis to their advantage and have increased the company's share of the auto-loan market. "We see this as an opportunity," says Lyudmila Bogushevskaya, director of Rusfinance's regional network department...