In January 2013, Michael started a YouTube channel called RanterInShades, where he posts content he describes as "music commentary", a term he coined to describe videos involving musical opinions and discussion. His original intent with creating the channel was to assimilate into an online community known as the Ranting Community. Although originally, he focussed on making videos criticizing gatekeeper attitudes in music fandoms (the metal community in particular), his channel now includes commentary about a wide variety of music and musicians. Over the years as he refined his style, opinions and editing skills, he has built a respectable following of over 4,000 subscribers and found his niche and a comfortable rhythm for how he produces his content.
Michael writes scripts for his videos, films in front of a green screen with a Sony HD camcorder and lighting setup, and edits with Final Cut Pro X. With scripting, he aims to present his opinions concisely but in depth, while incorporating jokes and topical references. When it comes to editing, he goes out of his way to make his videos as high quality as he can, with extensive usage of keyframing, visual and audio effects, and usage of visual gags. His understanding of Fair Use allows him to sample clips from various songs, movies and TV shows to illustrate his points and provide context for the viewer. He also creates the thumbnails for his videos using Gimp.
Content creators Michael cites as influences in the areas of topics, editing, delivery and philosophy include ARTV, The Punk Rock MBA, EmpLemon, SomeBlackGuy, Diamond Axe Studios, Mic The Snare, CoverKillerNation and NateTalksToYou- the latter two Michael is also friends with.
Michael takes pride in his channels core messages. These messages include anti-gatekeeping, enjoying music as entertainment, separating the art from the artist, prioritizing civil discussion over dogmatic approaches, and optimism for the future. Many of these themes are presented effectively in Michael's video "Why I HATE the 'Rock Is Dead' Argument", in which he not only lists off numerous newer bands he sees as having the potential to become the next "arena bands" in rock, but also criticizes gatekeeping, pessimism, close-mindedness, lack of standout personalities, lack of musical experimentation, and over-reliance on nostalgia as issues that keep music scenes stagnant.
The videos he is perhaps best known for are the videos he posts at the end of the year reviewing his favorite and least favorite pop songs on Billboard's Year-End chart. Inspired by YouTubers like Todd In The Shadows, the videos are favorites amongst Michael's audience even in spite of some controversial opinions about certain artists and songs. Michael also dedicates a portion of the "best" list to listing his favorite album releases of the year.
Although Michael views these videos as the most challenging to make, his countdown list videos are also seen as some of his best work. He creates imaginative lists of music to discuss, and always strives to include unique items and go above and beyond in elaborating his opinions about them. Examples include his favorite instrumental tracks, his favorite bands that are considered "one hit wonders", and his favorite holiday themed songs.
Michael's series "What's Wrong With(?)" discusses bands he likes that receive criticism he views as unfair. One of the most viewed videos on his channel is his video about Stryper and Christian rock music. Other bands examined in this series include Nickelback, Slipknot, Green Day, and Rage Against the Machine. He strives to dispassionately deconstruct criticism of the bands, while at the same time avoiding dictating what anyone's opinions should be. The videos all conclude with Michael opening a civil discussion in the comments by asking "What's wrong with (the band)?"
Michael discusses PR in his series "Crybabies of Rock". These videos showcase Michael's views on how he believes a band's social media should be run, along with noticing concerns about the attitudes of certain musicians. A favorite among Michael's viewers is the video he made discussing Chris Taylor Brown of Trapt (linked below) and his online meltdown in response to criticisms of his conservative political views and tough guy attitude. Another popular video in this series is Michael's video criticizing Buddy Nielsen of Senses Fail for his overreaction to fans' annoyance with him going on lengthy tangents about social justice during the band's sets, to the point of wanting to delete the band's Facebook page.
Michael's presence on YouTube has also lead him to win a guitar giveaway from his favorite YouTuber, Music Is Win. Music Is Win is a guitar education/entertainment channel ran by Berklee graduate Tyler Larson. In March of 2017, he hosted a giveaway of a PRS S2 Satin Singlecut Standard guitar. To enter, viewers were asked to subscribe to PRS's YouTube channel and leave a comment on the giveaway announcement video about why they watch Music Is Win. Michael left an elaborate comment explaining how he was watching Larson's videos well before Music Is Win began to take off and believed in him from the beginning, and how much the channel's content benefited him. The comment touched Larson in such a way that he was compelled to pick Michael as the winner.
Michael's film setup includes a 4x6 ft. foldable green/blue screen, a 3-piece Mount Dog lighting kit, a Sony HD camcorder, and a Blue Yeti USB microphone.
Michael's editing setup includes two TV monitors plugged into his Mac via HDMI functioning as a dual-screen with Final Cut Pro open on one of the screens, as well as iLoud Micro Monitors.
Welcome!
Thumbnail for his video ranking the tracks on Boston's self-titled album
Musician, Commentator
and Enthusiast
Michael Gordon