We, and our advocates, make a lotta to-do about the audio quality inherent in our products. After all, every weensy component choice in the guts of our gear begets some sonic consequence, so such engineering decisions are not made lightly. Serious business. We’re proud.
But look-see. Fact is that aural clarity is not all we have going for us. Until we produced the video linked below, I feel that the straight-up toughness of our brand may have gone a bit understated. Yeah, an AudioBox is all pretty-boy brushed chrome with azure-blue mascara. But when we let a rajun cajun take a shot at curbstomping the ol’ AudioBox USB, he couldn’t put a ding in it. And when he failed, we let Optimus Prime have a stab at it to similar (lack of) effect.
The AudioBox USB still worked great after all this.
Depiction of such misuse should not be construed as advocacy. BUTOMGIT’SSOFUN
Yes, I’m sure some of you are looking at that title and thinking “But isn’t the Winter NAMM show in January?” – and you would be right. But here at PreSonus, we’re already starting to get stuff ready for the show about six weeks ahead of the date. Yep, so much for the holiday season…
There’s an old music biz joke that the acronym NAMM stands for Not Available, Maybe May (or even less kindly, Maybe Movember). We took the decision a while back not to show stuff unless it was actually ready to ship, and we’re trying to stick to that, though sometimes when you have some wonderfully cool piece of technology in development it is really hard to resist the temptation to show it off. This time round we have Studio One 2.0 to show of course, and the new AudioBox VSL range, but we’re currently looking at the other stuff we have in engineering and evaluating how ready it is, and how best to debut it if it is indeed ready for prime time.
I’m pretty happy to say that I think we’ve got a couple of really cool things that we should be able to introduce at the show, so for the next weeks my head will be buried in technical notes and slideshows figuring out just how it all works and preparing to show it off. Cant wait!
Perhaps “Transforming Audio” isn’t the ideal nomenclature. In the DAW sense, “Transforming” is all about rendering your malleable, spongey, VST-, reverb- and Melodyne-saturated audio track down to a single, simple, WAV. Think less like Optimus Prime turning into a truck and more like flattening layers in Photoshop. Do so once you’ve dialed in the effects to juuuuust the way you like them—this process frees up your rapidly aging CPU from thinking about all those heady, pitch-shifty convolution-reverberizing plugins. Freeing up RAM in this way means you can apply heady pitch-shifty convolution-reverberizing plugins to some other track. Or you can Transform to MIDI.
Fortunately, if you like, Transformation is non-destructive. If you’re unhappy with the changes you’ve committed to, you can always bring it back to the way it was before, much unlike my relationships with women.
Our dudes over at Obedia stay busy. Visit them!