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3D audio: how the music industry is turning listeners' heads

2021-11-21T15:10:18.708Z


Streaming services beckon with all-round sound for headphones and smart speakers. Is this just industry-driven hype or the next evolution in music reproduction?


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Music from all directions: do you need that?

Photo: Albert Hulm

Format wars are as old as the entertainment industry.

Do you remember the battle between SACD and DVD-Audio?

Or the CD4 and Quadro records from the 70s?

In the end, none of the formats prevailed because only a few well-heeled customers were willing to spend money on them.

However, the music industry is geared towards a mass audience.

New formats must therefore also work with playback devices for the small budget if they do not want to wither into a niche.

On this threshold to the mass market, there are currently two new formats for 3D music: Dolby Atmos and Sony 360 Reality Audio (360RA).

Dolby Atmos has already established itself in the film and video sectors.

Corresponding audio / video receivers or sound bars can be found in many living rooms, and numerous films and series have audio tracks for them.

Sony's 360RA, on the other hand, does not play a role in films and so far there are no AV receivers that could reproduce the format.

Sony is therefore relying on rapid distribution via music streaming services and headphones - because nowadays music is mostly consumed on the go via smartphone.

Whoever dominates this mass market also ultimately influences whether and in which format 3D will prevail in the music industry.

New format battle

We tested the eight largest streaming providers, half of which now also have 3D music in their range.

The total number of songs is still small, but this early development phase is likely to be decisive for whether the history of quadraphonic records repeats itself or whether a 3D format is actually established.

Dolby gets support from two of the three global major labels: Warner Music and Universal Music, which also includes Deutsche Grammophon.

Dolby's most important partner, however, is Apple, which now unites the entire production and playback chain under one roof - starting with production tools such as Logic Pro X, through distribution via Apple Music, to receiving devices such as Apple TVs, iPhones and HomePods as well as AirPods with Head -Tracking.

Sony controls the third major label Sony Music and publishes 360RA recordings on its own.

Sony brought Deezer on board as a streaming partner, as did Amazon Music and Tidal, both of which also support Dolby Atmos.

In addition to a range of headphones, Sony now also offers the first smart speakers with 360RA support for playback, which prove themselves in tests against competitors and soundbars.

Major Tom rotates in space

The introduction of 3D audio is thus primarily driven by industry: Major labels can set themselves apart from small, independent distributors, streaming services can win new customers, and manufacturers of consumer electronics can sell new players, speakers and headphones.

That would be a win-win-win situation for companies.

With profit prospects like this, it is all the more amazing how many mistakes the industry makes.

It starts with the all too well hidden 3D songs on the streaming platforms, which can often only be found with search terms such as »3D Audio«.

It continues with sloppily compiled playlists that jumble up the 3D and stereo versions.

It is not uncommon for a song to rumble too loudly in the bass while the next one can hardly be heard from the singer.

And finally, Sony also messed up the headphone simulation of 360RA: Some classics like "Space Oddity" sound so unnaturally inflated in 3D that David Bowie would rotate in his grave.

It can be done better

The technology enables really excellent recordings that sound far better than in stereo under good conditions - check out "Point" by Yello or "Out to Lunch" by Eric Dolphy.

However, this requires musicians who deal creatively with 3D - and sound engineers and producers who implement 3D correctly and not just pump up a stereo mix.

As a listener, you should therefore exercise a little patience.

Don't copy 3D music straight away if the sound of the first few tracks doesn't meet your advertising expectations.

The Beatles' first stereo albums also took some getting used to in the mid-1960s.

It usually takes several years for knowledge about the possibilities of new formats to spread and for all teething troubles to be eradicated.

The music industry is still at the beginning.

Source: spiegel

All tech articles on 2021-11-21

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