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Gloss and sheen
EQ can enhance a mix to add gloss, fairy dust, shimmer, sheen, a sweetener or whatever you want to call it to the final production. It can be done with enhancers and spectralisers, too, although these tend to mess with the harmonics which some producers don't like. However, don't dismiss them out of hand.
General EQ lore says that you should cut rather than boost. If a sound is top-heavy, the temptation is to boost the mid and bass ranges. But then what usually happens is you start boosting the upper range to compensate and you simply end up boosting everything and you're back where you started - only louder!
The reason why cutting is preferred is that boosting also boosts the noise in the signal which is not what you want. Try it. Boost every frequency and listen to the result. If you think it sounds okay, fine. What do we know?
But when you're fiddling, do keep an eye on the output meter. Boosting EQ inevitably means increasing the gain and it's so-o-o-o easy to clip the output causing distortion which does not sound good.
Finally, check EQ changes to single tracks while playing back the entire piece. In other words, listen to the tracks in context with all the other tracks. It may sound fine in isolation but some frequencies may overlap onto other tracks making the piece frequency rich in some places and frequency poor in others.
Reverb
Reverb creates space. It gives the impression that a sound was recorded in a hall or canyon instead of the broom cupboard. Recording lore suggests that you record everything dry, with no reverb, so you can experiment with a choice later on. You can't un-reverb a track once it's been recorded.
The more reverb you apply, the further away sound will seem. To make a vocal up-front, use only enough reverb to take away the dryness. Vocals don't want to be mushy (lyrics can be mushy) so use a bright reverb.
A common novice error is to swamp everything with different types of reverb. Don't - it sounds horrible!
Mixing down
You've done all the recordings, done the edits, applied the effects and now it's time to mix everything into a Big Number One Hit! Before you do, go home and have a good night's sleep. Have two. In fact, sleep for a week.
Yes, we know you're hot and raring to go but your ears are tired. They're falling asleep. Listen carefully and you might hear then snore!
There is a phenomenon known as ear fatigue and consistent exposure to sound, especially the same frequencies, makes our ears less responsive to them. Goes back to the bit about spending your life in a Rave club - you'll never be a master producer. If you try to mix after spending a day arranging, your ears will not be as responsive, so do them and your mix a favour by waiting at least a day.
Now, go forth and mix! And don’t forget - you get better with practice.
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