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Time to End Boring Music Demos
It’s time to stop using Diana Krall records in music demos. The music is boring and it’s detrimental to the communication of emotion that’s a large part of music listening.
Audio manufacturers have to stop using music that is completely uninspiring to demo products. I understand why audiophiles love Krall - she's talented, attractive and her music is well produced - but for the masses, her music is a snoozefest.
Manufacturers shouldn't demo gear with music from Britney Spears and Gwen Stefani, but there’s a happy medium of sound quality, mainstream recognition, artistic energy and integrity that manufacturers can strike.
There's plenty of music from female artists such as Lisa Loeb, Paula Cole, Pink, Susan Tedeschi and Jennifer Nettles (vocalist for Sugarland) that feature quality production values and dynamic mastering techniques. Their records may not offer the range of audiophile traits of a Krall record, but they will emotionally engage listeners, which is far more important than how full and dynamic Krall's emotionless records sound.
People buy music to make themselves feel happy, to relax and console themselves during sad times. They don't buy music to have test material and say, "I think the kick drum on that down beat sounds tubby."
Some of the best demos I can remember were ones in which the exhibitors engaged the audience. Genelec’s Florida rep Michael Chafee conducted a great demo at EHX a few years ago. He was explaining the clean and powerful volume capabilities of a Genelec active speaker system. To prove his point, he pulled out an SPL meter and measured the volume he was playing Black Sabbath’s "War Pigs." The demo reached peak levels well over 100dB. At the end of the demo, a room full of custom installers walked out clapping their hands.
At CEDIA Expo 2011, Polk Audio played a clip from the Rock and Roll Hall of Fame concert that featured Tom Morello (Rage Against the Machine and Audio Slave) jamming with Bruce Springsteen.
In Digital Projection's (DP) booth at CEDIA Expo 2011, I saw clips from Tangled in 3D and Underworld in 2.35:1. In the joint theater demo conducted by SIM2 and Krell, I caught a rocking video of Metallica playing at the Rock and Roll Hall of Fame concert and a clip from a space travel documentary in 3D.
If audio companies want more evidence that consumer engagement hinges on the choice of well-produced, emotionally-stimulating content, just look at your video counterparts who consistently use Up, The Incredibles and Star Wars: Episode I that balance quality and public familiarity.
DP, Krell and SIM2 get it. Excitement and emotion sell. Maybe it’s time for the audio community to stop complaining about the public’s focus on video and take a page out of the video manufacturer's playbook by playing content that balances fun, excitement and quality.
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7 Comments (displayed in order by date/time)
So True! Good article… Music is to be enjoyed and to MOVE you emotionally. I used to play a song from Lucinda Williams that always got a response. Pleaser no more Hotel California, Krall or Blue raincoat!
I’m with you Bob… I almost miss the days of Steely Dan & Tracy Chapman demos in every booth.
Mr. Stanley I totally agree. For me the only thing really important is if the speakers sound good playing what I like.
I always suggest people bring their own music to a demo(not an iPod). They already are familiar with it and know how it should sound. Then they can do a true A/B with their own ears.
There are some companies that create their own discs to enhance or hide flaws in their speakers. They strongly discourage playing anything from Telarc DDD.
Hint: begins with a B
@ Rich Apgar:
We all know that Bose has had their own, “specially made,” demo discs for years.
I still remember when Bose opened up their Framingham, MA plant to dealers for a factory tour in the early 90’s…
I’m proud to say that when they were introducing & demoing their new 7.1’s, (in a silver walnut finish that no one purchased), with 300 people/dealers listening in their auditorium, they were stupid enough to have an open mike Q&A for anyone that wished to comment.
My question was, “Why do they sound that bad even with your special made/equalized demo disc?” Needless to say, the Q&A session ended abruptly as other people/dealers began asking the same question.
If memory serves me correctly, the 7.1’s were discontinued within 1 year of their introduction. Blame it on the silver petrified walnut look or the sound for doing so, but even they know when to put a dog to sleep.
I couldn’t agree more. I see it as a symptom of the over all lack of creativity in our industry. Some great engineers but the leading edge marketers have all gone elsewhere or are so handcuffed by corporate types they just play it safe, safer, safest. There are thousands of great sounding recordings these days to choose from plus, most customers want speakers that can sound good on a variety of sources and styles of music. (What type of music do you listen to…everything?...awesome listen to this recording of Tibetan monks clog dancing to Rick Astley.)
Theres so much music to be heard, to be play, to be discovered! thats why most of us or so i believe, we do love our jobs, To enjoy Music and design. this is one of many examples, ARTCOUSTICS speaker manufacture created a playlist on Spotify that they use for demo, that is a good way, and theres no Krall at all in that list. what about that sick guy who love Dubstep music with all that bass and low end synths? we can make that sub move some air to.