On a cold Thursday in March, New York Post music critic Hardeep Phull sat alone in his Williamsburg apartment and grew tired of stoking the notoriety of others.
"Hopefully," Phull said, gesturing to an app on his phone we forced him to download, "no matter how good or bad of a singer you are, what comes out the other end is vaguely presentable and if you're lucky it might end up being a bit of a hit."
And so, with a few taps and swipes of his smartphone, Phull turned the mixing tables on the artists he normally critiqued, writing then cutting his first single.
"Ooh, yeah, baby, you're the one for me," an auto-tuned Phull crooned from his phone's speakers. "I want to take you home and we can drink some tea."
Matt Serletic is the CEO and co-founder or Music Mastermind, which created the Zya app, which gave Phull the chance to cross over from music consumer to music producer.
"You know," Serletic said, "there was a song that a user in France made that was literally a combination of dogs barking and somebody yodeling. And it sounded great."
"It's a fun music maker," Laptopmag.com writer Sherri Smith said. "Who doesn't like making music? And then they have a little community where you can go and share your created tracks."
Smith did not offer to demonstrate Zya like Phull did.
"Oh, no. I missed my cue. One second," Phull said, fumbling with his phone and headphones.
Smith probably made the right decision.
"That was just sheer from the genius of my head," Phull said of his most recent creation.