Saturday, October 5 2:00 pm 5:00 pm
W2: NEW MEDIA FOR MUSIC: AN ADAPTIVE RESPONSE TO TECHNOLOGY
Chair: Dave Davis, QCA Mastering/UltraInteractive
Bob Ludwig, Gateway Mastering and DVD
Bill McQuay, Radio Expeditions: NPR and the National Geographic Society
Bobby Owsinsk, Surround Associates
Mike Soko, JMS Productions & Fits and Starts Productions
In 2002, the audio industry is at a crossroad. The CD is seemingly vulnerable to piracy by file trading and easy replication. Studios and engineers are seeing their markets shrink and rates decline. New formats are available to consumers, but there are no budgets for creating content. While technology gets the blame, any solutions require on new technologies to succeed. We will examine product-oriented solutions that are available today, and how to create new kinds of products that expand both artistic expression and markets.
This workshop focuses using existing technology and adapting existing models to grow the music industry with new products. It's not an esoteric romp through dot.bomb schemes or a complicated strategy requiring consumers to replace their stereo and record collection. The current crisis requires us to adapt and evolve incrementally, so this workshop is about identifying successful models and applying them to what we collectively do. Many of the technologies and models that can save us have already matured and found their ways into the homes of music fans. 2002 is our last, best hope to restore the health and vitality to the music industry through our products, rather than legislation or litigation.
Dave Davis (QCA Mastering/UltraInteractive) will introduce the qualities of new media and how they can be used to add value to music products. He will explain why new media strategies are essential to our industry's adaptation to current cultural and technological challenges and demonstrate a number of existing products that provide fans with a richer experience. Finally, he will present some works that were conceived for rich media environments and require a DVD or computer to experience; for many new artists these technologies not only address economic challenges, but broaden their vision and expand their palette of tools.
Bob Ludwig (Gateway Mastering and DVD) will discuss the role of the mastering studio regarding SACD, DVD-V, DVD-A and enhanced CD. He will discuss how Gateway uses it's ftp site for projects and various pro and consumer file transfer technologies (Liquid Audio, DigiProNet, Rocket etc) and explain how an integrated facility can support an artist's vision from soup to nuts in one the building.
Bill McQuay (Radio Expeditions: National Public Radio and the National Geographic Society) is going to discuss the National Geographic "Expeditions" series as a forward looking model to support rich, challenging production for programming in a radio format. The Radio Expeditions feature runs once a month on NPRs flagship news magazine Morning Edition. It lives on in that form for fans on NPRs website, where it can be streamed at will. The material was expanded into a lecture/presentation series with surround sound for a live venue. A DVD is in the works, presenting an even richer version of the program. These additional modes of presentation collectively support the use of audio in a deeper, richer way than is traditionally possible on broadcast radio.
Bobby Owsinski (Surround Associates) is deeply involved in the development and exploration of surround mixing and will address the role of the creative engineer in production for multiple mix targets, as well as what studios and tracking engineers can do to facilitate surround work downstream.
Mike Sokol (JMS Productions & Fits and Starts Productions) will address the opportunities created by surround for audio professionals. Mike will be discussing a specific project in radio drama that was staged live in surround, and is working to broadcast it to home theaters via Digital cable using Dolby Digital. This represents both a reborn market, and the beginnings of surround-driven audio-only content in a digital broadcast environment. Mike will also discuss other alternative 5.1 audio markets, such as Powerpoint 5.1, as well as ways to do large music concerts with 5.1 surround elements. All of these markets offer additional production and revenue streams for studios trying to justify 5.1 production gear.