With the current threads regarding 'loudness' running here and on GM's forum, I've been thinking about the 'level wars' as well as the bigger picture - what's wrong with the industry? I think the two are related, lemme explain...
As usual, this will take some background and will likely involve much meandering, as I generally jot stuff like this down sort of stream-of-conciousness...
Anyway, to figure out what's gone wrong, I tend to look back at history and examine what worked and what didn't. Loudness has been an issue since music began being recorded as a business, frankly - many old-timers will regale us with tales of how they worked to cut records hotter than the next label. Loudness isn't a new issue and it will always be with us, but we have tools now that allow greater destruction of music than ever before, and many seem to be quite cavalier in exercising this new power. But what's different about today? Is the industry full of brave souls daring to do to music what no ever dared before?
No. Not even close.
I believe the industry is full of fear - immobilizing fear that stems from thinking that rocking the boat will result in one losing one's 'safe spot'. So many people are making so much money now they dare not do anything different, daring, cutting edge, and this problem starts at the top (labels) and trickles down through the artists, producers, engineers. Think back 30 years ago and you have bands that really knew how to play their instruments, really knew how to perform, and really wished to change the status quo. All you have to do is look at bands like Pink Floyd or Led Zeppelin - bands that did things differently than what everyone else was doing, had a definable sound, and had legions of fans. By now you might be thinking I'm blaming the bands, but I'm not. Bands are really just doing what it takes to achieve the dream. Do you think a A&R guy ever told Zep, "great record, but I don't hear a hit..."?
As stated above, the problem starts at the top, the labels. Over the years, the glutton attitude of gobbling up as much of the market as possible has created an environment where you have inexperienced people all over the place in A&R. The cost of producing an album, while peaking years ago, is still extremely high once you roll promotion into it (including the $500k videos and such), so the labels are scared. No one is willing to take a chance because if it bombs, they're fired. So they stay 'safe', rehashing the same crap over and over. And as this happens, people lose interest and sales drop. So they labels get more scared, become more homogeneous (chasing the last 'big hit'), and sales drop even more. Music loses it's perceived value among the buyers, downloads increase, purchases decrease, and the vicious cycle continues spiraling downward...
But it's not just the labels, it's us too - the production people. There was a time when producers, engineers, mixers and masterers (PEMM) worked really hard to make the audio sound good. I know, it's hard to believe, but that's actually what history shows us - PEMM's used to care how records sounded. They cared enough to to fight and claw when someone suggested corners be cut, or that principles be compromised. Not so anymore, in general. There are still a few who aren't scared.
Now, let's get this straight once and for all - I am in no way suggesting that an artist should be told their view of their art is wrong. I feel like our job is to help them achieve their goals. It's the label's job to reject their view of what their art should sound like, not ours - the labels are ultimately the ones dropping the ball here - they have the power to refuse releasing terrible sounding records as they're paying the bills. I cut obscenely loud records from time to time to please artists, but in those cases it's always after a revision to turn it up that loud - the first ref they get is as what I consider to be a sensible level.
Anyway, we can sit around pointing fingers at the faceless labels all day, but that will get us nowhere and I 'm quite sure they wouldn't listen anyway. If we want to change the industry, it has to be a grass roots movement. The 'a-list' engineers don't want to rock the boat - they're making money hand over fist and have no trouble sleeping at night. It's going to have to be us revolting against the ever-lowering acceptable level of sound quality. But that takes guts - are you willing to lose a client because you take the time to teach them what's going to happen to their record as it's played on the radio? Are you willing to lose a gig for calling out the producer for requesting it be louder because the latest hit as louder? These questions are hypothetical, sure. Some people won't be talked down, and if you approach it wrong, you'll certainly lose the client...
We complain all the time, but sitting here whining to each other about will accomplish nothing.
Do you think you can single-handedly change the industry, given time? I do.
Are you willing to lay it on the line, pissing-off your colleagues for calling a spade a spade and trying to remind people what good sound is? I am.
Are you in this because you appreciate great music, or are you simply in it for the paycheck? I'm in it for the great music.
Are you scared?
I'm not.
