As an addendum to our first look at Propellerhead’s new Reason 6 announcements (including incorporating Record), Propellerhead points us to a promo video of their new Balance audio interface. We’ve seen efforts before to make software more appealing to newcomers by bundling an audio interface, so this is, on the face of it, hardly “stop-the-presses!” sort of news for digital musicians. But there’s some evidence the Propellerheads may have hit on a new formula.

One, Balance doesn’t look exactly like every other audio interface on the market. The design is distinctive, and the wedge-shaped form would appear to make it friendlier to use. Two, they’ve really focused on metering, which in computer recording – absent an integrated piece of hardware on which you’re tracking – has been a sticking point. You both get some protection against clipping if you set the gain wrong and an easy way to watch level without hunching over either your audio box or your computer screen; there’s one place to look on-screen and it’s very large.

Propellerhead also promises Balance fits in your laptop bag. Wait… how do they know how big your laptop bag is? (Well, they know how big mine is, as I’ve been to Stockholm, but as for the rest of you…) And as I noted earlier, it’s class-compliant so it works with things like Linux and iPads and not just Mac and Windows.

The design looks really, really nice, and since you asked, you will be able to get this USB2 interface standalone. A 2×2 interface is something you’ve probably already got, but this one comes complete with I/O that lets you connect everything into what amounts to a matrix. The remaining question is how it all sounds; everyone claims things are “high-quality” and “low-latency,” but that’s where we do have to test.

More on Balance:
Balance Product Page

First Augmented Reality Music CD :: Latrama :: Love & Projects :: from musikame on Vimeo.

Want the CD as object to come alive again? Here’s yet another approach: make it into an input for webcam-based augmented reality.

The album “Love & Projects” by Latrama uses the packaging to trigger augmented reality “DJing” of the playlist. Put the CD in front of your webcam, head to a browser-based tool, and you get turntable controls for playing the album live, complete with scratching, pitch, delay, filter, and volume controls. There are more downloads available, as well.

Of course, this raises the question of why you actually need the CD, given the experience is online – but then, it’s the problems with this concept that are to me interesting, themselves; working out the tension between the old (CD) and new (Web, webcam augmented reality) is where a number of opportunities lie.

The “augmented reality CDj” was developed by Madrid-based interactive shop Musikame. Musikame has been busy, re-imagining a clock face as a DJ tool and building a browser-based tool for DJing with SoundCloud tracks:

Clock DJ from musikame on Vimeo.

For SoundCloud DJing and mixing (via Sonic State, over the summer):

http://soundcloud.musikame.com/

And here’s a project that mapped Facebook faces to a wall of photos for a festival. (Take that, new Facebook profile page!)

musikame @ REC Madrid 2010 from musikame on Vimeo.

Updated: Via comments, here’s what Theo den Brinker (SoundCloud) did with that player app:

If anyone had listened to the predictions, albums would be irrelevant by now. Instead, finding a way to weave music into a coherent narrative of tracks, and imbuing the object with meaning and value, matters more than ever. Finding time and resources is as much a challenge as ever, but there are some new tools for funding and finding music, even in the age of exploding global population and output.

Auditory Canvas’ record “Fabric of Life” is one of the many gems out there to discover. It’s a sparkling, delicate dreamscape of music, noted by our friend stretta (known for his own lovely music in the monome community). I’m not as fond of the final cuts on the album, personally; the spoken political narrative for me isn’t nearly as evocative as the opening numbers. (It’s nonetheless nice to hear music injected with such a point of view.) But there is a strong sense that creator David of Summer Rain Recordings is traversing a varied and personal musical terrain. It’s the kind of music that could bring you some spring inspiration.

Just as significant, Auditory Canvas made the album possible by crowdsourcing “kickstarter” funding at kickstarter.com. And lest such projects become selfish, by purchasing the album, you generate revenue to go back into the kickstarter system. Album production, after all, is far cheaper than it once was, but it isn’t free. “Fabric of Life” demonstrates what could happen to musical ecology if this kind of micro-lending invested in good, new work. And your purchase becomes a way to turn David into an investor himself in the system, keeping the cycle going.

To make that purchase worthwhile, Auditory Canvas put some thought into the lovely presentation; the limited edition has an almost theatrical approach to packaging, and even comes with a papercraft KORG synth (which I can add to my paper Minimoog from GAS). David writes with a number of talking points:

• Funded via a kickstarter project ( http://www.kickstarter.com/projects/auditorycanvas/be-a-part-of-the-fabric-of-life-album-release-0)
• $1000 from sales going back into other people’s kickstarter projects.
• 10% of sales going to charity (NextAid.org)
• CD packaging produced using recycled plastic, recycled paper, and soy inks
• Released on my own label, Summer Rain Recordings (all artists donate a portion of their royalties to charity, the label matches their donation)
• Limited edition and standard CD and digital available here: http://auditorycanvas.net/store
• Available on all digital retailers 17 May
• More info at: http://auditorycanvas.net or http://summerrainrecordings.net

The interesting thing about the release strategy is, while it does make the album available through digital channels, it provides some big incentives to go straight to the artist. And that kind of self-motivated album release may increasingly become essential. For a stunning visualization of why, look no further than the lovely blog Information is Beautiful. Using data and analysis from The Cynical Musician, it paints a sobering portrait of the harsh realities of digital distribution. Artists would have to get 1.5+ million plays on Last.fm’s streaming service just to make a month’s living wage.

It’s certainly a glass half-empty / half-full situation, though: you’d only need to sell 143 self-pressed CDs. And that should be optimistic: online tools, even those that sell music, are great promotional tools; boutique sales of physical objects (or even of downloads, in situations where the artist gets a bigger cut) are where the revenue is. And even if that doesn’t help you quit your day job, that could be essential in being able to invest in your next record and keep artists productive. (This is also, it seems to me, a great argument for the potential value of torrents and Creative Commons licensing. If the online file is a promotional tool, best to get it far and try to leverage the things that do bring in money than try to get a few extra nickels and dimes.)

It also pretty clearly makes the challenges facing the business of music about format and economies of scale, not piracy (or, at the very least, not piracy alone – not by a long shot, if the “legal” services aren’t generating measurable revenue, either).

HOW MUCH DO MUSIC ARTISTS EARN ONLINE?

Thanks to David for sharing his lovely music. And I expect, whether you’re a great fan of the album or not, this should get some wheels turning about that album you’ve been trying to finish.

Shoes are the new turnables.

Or at least that’s the conclusion you might reach after watching a new Japanese campaign for Nike’s Free Run+ running shoes. Apparently wishing to tout the bendable qualities of its new footwear, Nike enlisted sound artists to transform its product into a musical instrument. The shoes get plugged in, switched on, and mixed up, battle-style, as they sense when the shoe is flexed or moved in space. And yes, everything you see in the video is real: the shoes really are controlling digital sound live. We even have the Max patch to prove it.

Lovers of experimental sound art will immediately recognize one of the Shoe-Js: it’s Daito Manabe, a bleeding-edge sound artist and alternative interface guru with a background in turntablism. I spoke to Daito, and convinced him to share the software that makes the project tick. Daito says he used flex sensors (see examples) and accelerometers to make the shoes interactive. He then processed the control signal and converted it to sound using the modular visual programming environment Max/MSP and Ableton’s Max for Live. (For another example and other resources, you can check out the article I wrote for Make Magazine issue 8, in which I stuffed flex sensors into a sock monkey and connected it via MIDI.)

What’s striking to me about the Max patch is its elegance. For all the power of these interactive environments, sometimes they’re at the best when you do something really simple. In this case, that frees up someone like Daito to focus on the performance aspect.

Here’s what Daito had to say about the project. It doesn’t hurt that the whole team does such nice work:

The agency is W+K Tokyo.
Hardware programming is by Tomoaki Yanagisawa (4nchor5 La6)
and software and sound programming is by me.

My patch is not interesting at all..
Ed.: I respectfully disagree; see above comment – sometimes performing a simple task is the strength of a tool like Max. -PK

I used max for serial communication between the shoes(arduino) and a macbookpro,
and max for live sound.
The serial part crashed many times,
so I separated serial part and sound part.
I use OSC and midi for communication between max and maxforlive.

For making and triggering sound,
I used simple msp patches and Ableton’s sampler
and I used some effects in Ableton live.
The effects are also controlled by the shoes.

The sound settings are a bit strange.
We didn’t need to use a loop machine
because we used Ableton live, but
everything was decided at the last minute,
so we used the loop machine for sampling and looping (i think it was roland machine)

I hope people think it is not fake

I actually like the impromptu feel. That’s usually the sort of thing the advertisers want. (Oh, look! An abandoned tunnel! Open the vodka! Text your friends! Let’s have a disco! Wow, everyone we know is a model!) Of course, in this case, some of the sense of “let’s set up some shoes and make digital music” is just as improvised as it looks. And this clip is making the rounds, because my Dad sent it to me!

Somewhere, Charlie Chaplin smiles.

See also (for coverage of this and many other wonderful things):
CreativeApplications.net

Be sure to check out Daito’s other work; he’s done some really beautiful sound art and interactive pieces, and his site is full of inspiring ideas:
http://www.daito.ws/#5

He’s also known for body hacks, like making music with parts of his face.

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.

Super Cute Thursday (unplanned) continues, with an adorable indie rock coloring book. It’s hardly the first. STS9 and recently the lovely Riceboy Sleeps limited edition by Sigur Ros’ Jonsi and Alex came with coloring books. Perhaps inspired by musicians entering parenthood, it’s all the rage.

If you can’t be pressured to select just one band for your (or your kids’) coloring pleasure, here’s The Indie Rock Coloring Book, a project of the Yellow Bird Project, which gives to artists’ charities. You get to not only color but solve mazes and connect-the-dots.

Hey, with music increasingly intangible in the digital age and record sales dropping, it seems the kids’ activity book could be the future. And you get artists like MGMT, Iron & Wine, Bon Iver, and – pictured here – Joseph Arthur with his various stompboxes. Other artists involved with the project include faves like Au Revoir Simone, Broken Social Scene, Of Montreal, Rilo Kiley, and … many other goodies.

Electronic artists have been having a wave of babies themselves, so it seems an all-electronic coloring book is next. Perhaps a maze in Ableton Live’s Clip View, color-the-oscilloscope, monome Sodoku, fold-your-own-Moog… I could go on, but I’ll let you suggest some ideas and artists. (CDM Activity Book, perfect for long tours?)

Daily Dose Pick: The Indie Rock Coloring Book [Flavorpill]
Coloring Book
Yellow Bird Themesong

A young, aspiring musician walks into a consumer electronics store. (Let’s call it Big Buy, and imagine people wearing… red polo shirts.) They wander into the game aisle and muse at the latest music games in the video game section – $60-100 in price. But there’s an endcap with something else: a box of Pro Tools that’ll run on their computer, plus a ready-to-use audio interface, for $99-129. Instead of Guitar Hero, they leave with Pro Tools – a name they already knew.

See full details of the new lineup, with photos.

This idea is nothing new – for many years, it’s been possible to do great stuff with $100 on a computer. But the most powerful brand in music production (Pro Tools) has remained notably absent. Instead, that hypothetical consumer would find a smattering of consumer-only choices with names they likely wouldn’t recognize. Meanwhile, the name “Pro Tools,” and the software interface that made it popular, have been limited to more complex offerings sold through specialists.

Today changes all of that. Gone is the idea that “Pro Tools” is only for the high end. Gone is the iLok hardware dongle. (You still need either the Micro or Fast Track interface plugged in, but the target market for this product may not care.)

There are three offerings:

A vocal studio, bundled with a USB mic (similar to M-Audio’s Luna).

A “recording” studio, bundled with a simple USB bus-powered audio interface (the previously-available Fast Track.

The “KeyStudio”, bundled with a 49-key USB keyboard. The software comes with 60+ virtual instruments, says Avid, so you’ve got quite a lot to play.

The software included in each has some limitations – it has 32 tracks (16 audio, 8 instrument, and 8 MIDI), and more basic routing options (3 inserts per track, 2 audio inputs, and 2 outputs). The absence of multitrack recording is probably the biggest restriction. But you nonetheless get a range of virtual instrument sounds and effects, plus a full complement of editing and mixing features.

On the same day that people are rediscovering The Beatles through a video game, and video games are causing people to rediscover music making, you can buy a studio for about the same price.

Now, if you’re reading this site, that’s probably not news. But it could be news to quite a lot of people who haven’t discovered computer music making. And it represents a tectonic shift in how the titan of music making software treats its flagship.

What’s hard to overstate is how profoundly Avid has changed overnight some of the rules they themselves wrote. There’s no diplomatic way to put this: for years, Avid/Digidesign has been a dinosaur, with all the negatives and positives that can come from that. They have all the heft of a dinosaur, the footprint – and all of the kind of ongoing assumptions about how to do business. The whole modus operandi of Pro Tools seems to have been protecting the crown jewels. The idea of something called Pro Tools sold to a genuine mass market at this price, without any differentiation between “consumer” and “pro” or “mass-market” and “musician” is largely new. And that could point to a sea change for the whole industry further in the future.

In fact, even Avid’s competition has followed the unspoken rule that your flagship product and the crippled version you sell to the mass market have to be kept isolated. Apple is careful to distinguish Garage Band from Logic, iMovie from Final Cut. Ableton’s entry-level versions of Live have key features removed – even the LE version that costs about twice what Pro Tools Essentials, with hardware, does. Cakewalk doesn’t call its entry-level software SONAR. MOTU doesn’t have an entry-level Digital Performer. Steinberg has Nuendo, Cubase… and, remember, most people who have never heard of any of these things have heard of Pro Tools. The result is the industry takes a bunch of names that aren’t well-known to the general public, and then …adds more.

The kind of gymnastics manufacturers do to keep the low-end from being the “real” product sometimes border on absurdist.

For instance, take M-Audio’s Fast Track, the interface now included with Pro Tools Essentials Studio. It’s a simple box with a USB jack and some audio inputs. But a first-time consumer probably wants to plug it into a computer – including a Windows PC that lacks a pre-installed GarageBand – and have something happen.

The Fast Track is marketed as coming from “M-AUDIO,” a company most people outside our bubble have never heard. It’s “compatible” with Pro Tools “M-Powered” (not an actual word). Oh, except that’s a separate purchase – and it comes with a special plastic USB dongle that you have to plug into your computer called the iLok. The average consumer hasn’t ever seen hardware copy protection.

On the Fast Track product page, the fine print about how the other software bundles work is longer than the description of the actual product.

*M-Audio Session software is available in Fast Track USB packages sold at consumer electronics retailers, and currently works only with Fast Track USB and M-Audio Micro hardware. If you purchased a Fast Track USB package from your local pro audio dealer, you received a professional software bundle including Ableton Live Lite. If you wish to purchase Session for use with your Fast Track USB, it is available directly from M-Audio for only $25 (valued at $69.95). Purchase Session now.”

What’s Session? That’s another software product, unrelated to Pro Tools.

Hell, I’m confused, and I do this for a living.

Now, instead of that complexity, you can get one box that includes both the Fast Track and Pro Tools Essentials, without any of the fine print. (As pictured.) If those stores had decent commissions, I’d just park myself in one around the holiday season.

Don’t get me wrong: Pro Tools Essentials has tough competition. GarageBand has been down this path before, minus the hardware and the “Pro Tools” name, but with the very serious “Apple” name attached. The aforementioned Rock Band franchise will now have its game songs produced in Reaper, a $60 piece of software that does for some of its advanced users what Pro Tools might. The hardware tie-ins here, ironically, may be less valuable to people than the software – Pro Tools, more than a keyboard or mic, is likely to sell the packages.

The bottom line, though, is that a box that says “Pro Tools” at $99 is important to the whole industry. And if Avid is redefining what a “Pro” tool is, something bigger than even Avid really is shifting. The technological shift is hardly new, but the ability to recognize that in the market has been a long time coming.

I’m curious to see what will happen next.

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.

The urgency of being way behind a single dominant player can make electronics makers do some odd stuff to promote their products. iPod, once an icon of digital cool, has achieved such ubiquity that it doesn’t even try to be hip any more. The thing is being promoted with American Idol, for crying out loud — not exactly indie cred. We saw Microsoft enlisting indie musicians and animators to sell Zune, of course.

But here’s where things get surprisingly amazing: Sony is using weird and wonderful Japanese experimental music to promote Walkman.

Now we’re talking.

And whether or not Walkman is cool again, this is for sure: Japanese experimental musicians? Mind-blowingly cool. And, apparently, in love with using light as a controller for sound.

Atsuhiro Ito uses contact mics on a fluorescent bulb he dubs the Optron. Instead of just being stage eye candy, the bulbs are really making the sounds here; coupled with guitar effects, he can solo on the bulbs. It’s what the Knitting Factory will be like after the nuclear winter. I can’t wait.

Taeji Sawai uses a light pen to draw melodic lines and rhythmic onto a screen. The basic effect – track light from a single source – is old. Yet he’s clearly got a brilliant aesthetic mind that makes it all work; the elements are strikingly simple but never fail to be engaging. And there’s a strong connection to work by his fellow sonic inventor Toshio Iwai.

Thanks to our friend Donald Bell of cnet, aka very talented and (cool) musician Chachi Jones, who has a great write-up:

Sony Walkman promos are awesome, confusing

Confusing? No, I’d say Sony is confusing; the real question is why their Walkman can’t be more like these ads. Plus, since neither Don nor I can read Japanese, how do we know those characters don’t say something like “Hey, guys, sorry for that bit with the lousy boring electronics – we’re coming back from the dark side to make awesome things again”? Okay, maybe not. (Do let me know if the next one says “Fine, you damned snarky blogger, I’d like to see you run a giant multinational corporation.”)

Admittedly, the problem here is this makes me want to toss my iPod touch out the window and build my own open source MP3 player with Popsicle sticks and wire, or, at best, mod an original Walkman so I can play circuit-bent OGG files using power from a bicycle. At the very least, I’m ready to add to my Atsuhiro Ito and Taeji Sawai collection. And I don’t think their full body of work is on iTunes. That’s just as well.

So, Sony, thanks. Now, will you let us run homebrew music apps on your PSP? Please?

I usually try to steer clear of the marketing crud, but this is too bizarre to pass up. Taco Bell, anxious to jump on this whole “indie music” bandwagon, is using the only currency it has: combinations of refried beans, cheese, rehydrated ground meat, and tortillas.

Here’s the plan: they find 100 bands, and give them $500 in Taco Bell food while they’re on tour — just in case the burritos were the one thing breaking your tour budget. (Okay, there is that whole fuel cost and lodging thing, but get some bikes and a tent and you should be fine.)

The grand prize: the kind of fame that can only come from including hot sauce packets in your marketing plan. And to think, all this time people have been chasing music press and blogs and word of mouth and such. PR helpfully tell us that they’ll get “a well-known indie rock producer” to record the single. (Wait — aren’t “indie” and “well-known producer” supposed to be mutually exclusive?) But it’s really the hot sauce packets that seal the deal:

The singles will then be promoted on www.feedthebeat.com and through online advertising and in-store efforts in the Spring of 2009, as the Web site address will be featured on Taco Bell’s iconic Sauce Packet, which reaches more than 208 million people in about a month.

Oddly, talking about this has only made me hungry. I know, I know — I’ll try to find a real burrito, not a Taco Bell.

If a CDM reader happens to win this, we’ll be proud to see your name in lights extra spicy.

feedthebeat.com

Reader Mark notes that, as covered in Pitchfork, Girl Talk got the right idea after last year’s contest and shared their taco winnings with fans. Now that’s good publicity.

Readers: got better ideas for viral condiment marketing? (Oooh, wait, I shouldn’t say the word “viral” in the same breath as a fast food joint, should I?)