As pundits lament the loss of the album or conventional musical roles, it might be easy to miss a barely-hidden revolution in the craft of sound. Pieced together from the simplest of found acoustic instruments and strange electrified sonic organisms, fashioned with the most sophisticated of digital tools and computer music production machines, artists open an ocean of new musical and sonic discovery. The new venues and patrons proliferate, ranging from interactive installations to so-called “sonic branding,” sound design for games and motion spots and television, and yes, somewhere in there, even produce an album now and then.

Just ask Simon Pyke. As a solo artist, sound designer, composer, and through his sound design and music shop Freefarm, he’s a one-man Renaissance for the ears.

Simon, who tells us he’s a long-time reader, shares a short documentary behind his work. A beautiful short film takes you inside his Brighton, UK studio, a toybox of great musical toys that looks a bit as though someone was granted a wish and got to render the archives of this site in the real world. But it’s not so much the tools as the unabashed discovery of sound. That is to say, I find it impossible to watch this film and not want to immediately drop everything and get to making some sounds and music.

What’s equally impressive is that Mr. Pyke has produced for himself sonic fingerprints, even across varied work, sounds that are whimsical but always modern. It’s a kind of retro-futurism that sometimes draws from musical expressions that nod to everything from folk to Philip Glass.

As a sound maker, it’s easy to thrill at his show reel, but look, too, to a charmingly-personal instrumental EP on Bandcamp entitled Collisions. (In fact, you’ll notice what’s missing in all of this: a label. Instead, Simon does just fine running his own business in boutique sound and music, and releasing his own music to people who care about it.)

Have a look at his work; I know it’ll be inspiring my work this weekend. Thanks, Simon! Keep reading!

http://freefarm.co.uk/

Get used to saying “Avid Pro Tools.”

Avid is retiring the “Digidesign” moniker this month as it works to unify its product lines in music production, music notation, and video production. I spoke on the phone yesterday with Mark Williams and Adam Castillo of Avid’s Communications team to talk about their plans. Today, they released an open letter intended to sooth the nerves of customers. It seems that, judging by forum chatter, some Pro Tools users were concerned that the new branding meant the pro audio segment was being de-emphasized at Avid.

The branding change itself is not all that earth-shaking. Pinnacle, Sibelius, and M-Audio will all remain, because they’re names of product lines as much as brands in themselves. Digidesign will not, because “Pro Tools” is the brand everyone knows anyway. (I’d say the Pro Tools name has higher recognizability in the general public than anything else in the industry – video or audio.)

What I took away from the conversation, though, was that Avid really is endeavoring to pull together their different products and make some changes. Key points:

“Agility” was a word that came up a lot. Translation: Avid wants to be more responsive to change, and release, literally “more products.”

The unification of the brands is an attempt to get out of Avid’s silos. Avid today is a confluence of different acquired companies, all of them supposed to work together. But with the acquisition of Sibelius, of M-Audio, and of Pinnacle, we haven’t always seen those components function as a whole. Branding is the public face, but behind the scenes, there is an effort to change that by getting teams working with one another and developing products that complement and interoperate.

Going after the Preditor is another goal. The … wha? “Producer plus editor” — audio plus video. To that, I asked, what makes that important now? Hasn’t Avid been in the business for some time, and haven’t the enabling technologies been available for ages? Yes, responds Avid, but there is an uptick in customer demand, as old barriers break down. People are now doing audio post and music instead of just one or the other. Video people are doing more audio. Audio people are doing more video. And it’s clear that economic pressures and the rise of independent production are accelerating the trend.

“Open” was another word that came up. Now, obviously, Avid wants its own products to interoperate more effectively – but what about competitors products, I asked? Would Avid really deliver on this “open” promise? Avid says yes, and points to, for instance, recent media asset management that works with video rival Final Cut Pro. “It’s a cultural thing that we’re an open company,” says Castillo. “We recognize that, to win, you can’t just build bigger walls.”

Most importantly, says Avid, they want to start thinking about the future, ten years down the road instead of only the immediate future.

That means, rather than turning their back on audio or pro audio, they’re going to need more out of it than ever. It seems to me Avid will also need to make both its consumer and “pro” sides work, too, in order to survive and flourish. So I’m not surprised they want to be running on all cylinders.

Of course, branding is one thing: most of you, I suspect, who compose in Sibelius or edit in Pro Tools, care most about the actual material proof. I know one particular concern has been support options going forward. Avid did confirm that the support tiers they introduced in 2009, with different levels of support tailored to different interests and products, and more dedicated options for an additional fee, are the plan going forward. If you have specific questions, I can pass them along.

But don’t think I’m just taking Avid at their word – I know you won’t. We’ll keep the communication lines open and continue to keep you posted with what they’re doing.

In the meantime, here’s their letter:

The future of Digidesign: An open letter to customers

As you might know, one year ago we decided to combine all the Avid companies—including Digidesign, M-Audio, and Sibelius—into a new, unified Avid. Since then, we’ve taken steps toward transitioning Digidesign to the Avid name. We understand that you might have questions about the future of Digidesign and the product lines you’ve invested in. With that in mind, we’d like to share some information, answer some questions, and explain how these changes will affect you.

New website launching April 12th

Many of you told us that we needed to improve the navigation, organization, and the overall user experience of digidesign.com. In order to make these improvements, a major overhaul was necessary. On April 12th, we’re going to launch a brand new avid.com website that will include all of the digidesign.com pages—plus a number of enhancements to make navigation faster and easier. At first, the website will be US-only, but over the next few months, we’ll work on moving the international Digidesign websites as well. To help you get acclimated, we’ll be posting an interim page at digidesign.com offering links straight to the pages that are most important to you.

Why move the website to Avid.com?

Not surprisingly, many of you own products from multiple Avid companies—including Digidesign, M-Audio, and Sibelius—so we thought it would be more convenient to offer one centralized, unified website for all Avid products. We’re working toward providing you benefits like a simplified product registration process, single login ID, and a one-stop source for all product information, support, downloads, and news.

What will the new site be like?

The people behind the look and feel of Digidesign and M-Audio are now creating a new look and feel for all Avid—so don’t expect the new site to look like we sell IT products! It will feature completely new navigation and organization, making it easier and faster to find what you want. Overall, it’s a big improvement over the current Digidesign website. Our web team incorporated feedback from customers into the new site—we think you’re really going to like it.

Is the Digidesign name going away?

Yes, we are in the process of retiring the Digidesign name—but the products will live on. After talking with many of you, we discovered that most people identify more with the product names—such as Pro Tools, VENUE, ICON—instead of the company name (actually, there are some people who thought the name of the company was Pro Tools, so go figure…).

What is happening to the Digidesign team?

Rest assured, the same core Digidesign team of audio fanatics is still here, with offices in Daly City, CA. We just have a different logo on our letterhead. And since the transition, we’ve been playing key roles in creating the new Avid. Over the coming months, you’ll start to see our influence on packaging, videos, customer communications (like this one), and the overall look and feel of Avid.
Why is the Digidesign name being retired?

In today’s rapidly changing business environment, it no longer makes sense to maintain many separate brands. It’s also impractical to have multiple marketing teams, websites, newsletters, and separate methods for communicating with customers. Our new brand strategy is to combine everything under the Avid name. This will help us streamline operations and become a healthier company—which frees up more resources for product development. We figured that you’d rather see us put more money towards designing innovative new gear than maintaining five separate brands.

What does this mean for the Digidesign product lines?

You’ve seen a taste of what can be accomplished when we work together—products like Pro Tools M-Powered, Video Satellite between Media Composer and Pro Tools, the DSM monitors, and Sibelius integration into Pro Tools. Moving forward, audio and video are going to be equally important for Avid. We’re totally committed to Pro Tools, VENUE, ICON, and all the other product lines that used to be branded under Digidesign. Combining forces with the other Avid companies means more resources for our R&D department to work with, enabling us to release more great products than ever. We’re also committed to expanding our product lines further—in fact, we have some incredible new audio products in store for 2010 and beyond…
What about the M-Audio brand name?

We’ve begun the process of transitioning the M-Audio name to a product brand instead of a company name. You’ll continue seeing product names like the M-Audio Oxygen 25, and the M-Audio BX5a Deluxe.

What does this mean for the M-Audio and Sibelius websites?

Eventually, the M-Audio and Sibelius websites will be moved to the new Avid.com as well. But for now, those sites will continue to operate independently just as usual.

We truly appreciate your loyalty and continued support, and hope you take some time to explore the new website on April 12th. If you have any questions or comments, please join the conversation here.

Sincerely,

The Digidesign (aka Avid) team

It’ll be interesting to see what they’re cooking up in the audio department, and I intend to hold them to this “open” idea, as well. Stay tuned.

I expect readers have passionate feelings both ways, so let it out – and have a great weekend.

Avid, the parent company of music product makers Digidesign, M-Audio, and Sibelius, has decided to assert the brand of its mothership more aggressively. As near as I can tell, that means you won’t see the M-Audio, Digidesign, or Sibelius brand names any more – along with video maker Pinnacle. You’ll see, presumably, Avid Pro Tools? (Right now, you see the Digi site with an Avid banner across the top that says “Digidesign is Avid.” But that was true before, so I don’t really know what this exactly means.)

Avid has also unveiled a new logo made, cleverly, to look like transport buttons on video and audio equipment.

I have to say, I have extremely mixed feelings about this, for a number of reasons. And by mixed, I mean mixed – this could be really positive, or really … not. The good news is, having one brand and one brand strategy probably does make a whole lot of sense. The (potential) downside:

• Avid may be the weaker of the brands here. It’s known among video people, but not necessarily even beloved there. Digidesign and M-Audio, meanwhile, touch wider user bases, and have real resonance with musicians.
• Will combining video and audio products actually work? Will a single brand really help? Sony has tried to do just this, with less-than-stellar results – perhaps because the video, audio, pro music, and “consumer” music markets (and their many factions within those umbrellas) are so particular. Sony has much bigger brand recognition than Avid (understatement), but even that hasn’t really made products like Acid or Sound Forge or (for video) Vegas substantially more popular. It works for Apple, but that’s because people associate Apple’s products with the computers they buy – and, well, they’re Apple and normal rules don’t seem to apply.
• You can’t read the new logo. Sure, the triangles are clever, but you can’t actually read the letters. Also, aren’t old-school hardware transport buttons a bit dated in this day and age? I’m going to assume all of that gets sorted out in practice, so I’m not actually worried about this, but I did have to point it out.

On the other hand, Avid’s combination of Digidesign, M-Audio, and Sibelius, plus the Avid/Pinnacle stuff on the video side really is a whole heck of a lot of what the music and video production world is about, and that hasn’t been clear. So despite the caveats and dangers, there is potential here. It’s all in the details.

And more important than branding is how Avid relates to its customers, and how the company operates. If that goes right, the brand will respond.

The press release promises not just a new identity, but a “new strategy” and “a new operating model.” But it isn’t clear, yet, what that actually means in the real world, particularly on the audio end.

http://www.avid.com/us/pressroom/brand-identity.aspx

The press release isn’t terribly encouraging, though, as it immediately shifts to Avid-centric, ultra-high-end / pro video solutions. Those products are extremely important. It’s tough to know just how anyone could find a way to relate that to a person buying a $100 plastic MIDI controller at the other end of the market, so I don’t envy the job of the business folks at Avid. At the same time, I do believe it’s possible to run a business that covers that gamut.

I’m going to talk to the Avid folks about this next week to get a better understanding. But because I expect many pro audio folks will react similarly on first brush, I decided in the interest of bloggy disclosure to go ahead and publish my initial reaction.

Let us know your questions or thoughts, and I’ll pass them along to Digidesign/M-Audio Avid next week.