Touch Screens/Surfaces are
Than Your IPhone and Political
Geeks on NBC
back to main turd
So I come across a guy's website that's
new audio control surface for Digital Audio Workstations - I tell him
future of control surfaces is:
Touch screens.. here's why
Commodity market - It amazes me as to how
basackwards the audio
really is. In fact, recently Wired was lauded for an article on the
state of the music biz.... same thing that Stanley Clarke published
wrote back in 2001...
Anyway... any industry will tell you (from auto
designers to guys that design stuff for your local dairy farmer) that
Machine Interfaces) are going touch screen.
OK... why? 'cause
for me to make a control surface (I just got contacted recently to do
Nuendo) I'd only be able to promise to any CM (Contract Manufacturer)
supplier/distro, such as Arrow, Avnet, Future, a small run of product
a niche market. In fact, call State Electronics and tell them you want
than 20,000 rotary encoders and they'll laugh you off the phone.
So small quantities of electro-mechanical parts
means big money upfront. I talked to
Rupert Neve a while back about this (he was at AMEK/Hard-on[sic] at the
and he agreed that's one of the biggest cost drivers for pro audio.
BUT THE MAIN REASON:
Look at what you do... I had this argument with
the someone from of Harmon as well as the guys at Digi...
and recall that Harmon/AKG sell more in ONSTAR mic's for auto's
entire pro audio division does in all other typical sectors... look at
latest Edgar 10K filing and the link to their quarterly - it's all
I use the faders, OK, maybe rotary encoders...
But I spend more time using the damn mouse and
wave edits, plugins, etc...
Wouldn't it be nice to
have a scalable touch screen, with skins that look like your
console. Check this out...
freelancer comes in , the guy's great, label loves him but he's used to
API.... double touch, pull down the main console skin BAM - API skin.
Now double whap near the virtual keyboard - BAM,
view... wow, cool... I can use a stylus to get exact nodes on the
pan, mute, plugin automation, etc....
Double whap - back in console view, go over to
bin, double whap - WOW - now I can access the Powercore MD3 as if it
were a physical
piece sitting in front of me....
Economy of scale - For all the little MILF's
kids their first DAW, Guitar Center can sell them a single panel for
and make a nice profit.
Then if Cool Mo Yo Yo, the latest hip hop
wants a wrap around display on a 30,000 dollar piece of redwood in his
studio... same production module, just more of them so you can see all
faders the guy needs for all the samples he steals
- the same one used at Ford Motor Company to
run their CNC machines and robotic welders....
See where this goes?
This is the same way any other industry handles niche markets. But the audio industry has always been into
snake oil.... and never seems to have
it's ear close enough to the ground to see the train commin'
Ok maybe I'm not the best producer, barely human, an imbecile to
boot, (tho, in
next to my drill press I got Jon Fritz on the radio charting in the top
AC/Hot AC for radio twice in 4 months - SEE REVIEWS HERE
) but I can tell
you one thing... most people won't know the difference as to what the
was recorded with. In a market that's shrinking as fast as recorded
at one week a while back - Johnny Cash was at the top of
Billboard with the LOWEST sale
figures ever recorded for a Number 1) I think the audio industry better
that most of their market is drying up quickly, most sales are lossy
encoded, all in an industry that is competing for a 10,000.00+ short
consumer's shrinking entertainment dollar and competing with about a
things in that market like PC's, games, home theaters to watch porn on
100" HD TV's... etc...etc...etc...
All I can say is get a grip, get off of the
bandwagon, and wake up lest you end up working at Radio Shack selling
cellphones (actually the next thing for music delivery and the death
broadcast radio) - but that's another rant .
back to main turd