A costly challenge that remains commercially opaque…
Dolby Atmos® is a term that is increasingly cropping up in the music industry and promises a revolution in the way we experience music. But what exactly is Dolby Atmos® and why does it seem so appealing to musicians? This new trend certainly has its advantages, but it also harbors a commercial exploitation that doesn’t always ultimately benefit the artist, and this is partly driven by tech giants like Apple, Spotify, Tidal, and others. How do we deal with this?…
The Magic of Dolby Atmos®
Atmos® is an advanced audio technology that breathes life into music in a three-dimensional space. Unlike traditional stereo or surround sound systems, Dolby Atmos® employs object-based audio, allowing sounds to be placed as “objects” in the space. This creates an immersive audio experience where sound can come from above, below, in front, and behind the audience.
For musicians, Dolby Atmos® offers the opportunity to manipulate sounds in an entirely new way. They can add depth, spatiality, and texture to their music, providing listeners with an intense and personal experience that was previously unimaginable.
A variety of albums are available in the Atmos® format for streaming. Music from Michael Jackson, Pink Floyd, Daft Punk, Fleetwood Mac, The Beatles, Justin Bieber, Lady Gaga, Jamiroquai, Jean-Michel Jarre, Thomas Lemmer… the list seems to be continually expanding!
The rise of Dolby Atmos® as a new trend in the music industry is not by chance. Tech giants like Apple have embraced this technology (Apple Music) and are pushing it to their customers (with considerable success!). For instance, Apple has also introduced the HomePod and AirPods Max, both of which support Atmos®, opening the door to wider adoption of the technology but also pressuring musicians to follow suit.
Effects of Dolby Atmos®
While Dolby Atmos® certainly offers advantages for the listening experience, it’s not without financial drawbacks for musicians. The acquisition of necessary equipment, collaboration with audio engineers skilled in Atmos mixing, and adjustments to physical spaces can entail significant costs. This is where commercial exploitation comes into play.
Tech giants profit from the sale of Atmos®-compatible equipment, but musicians may ultimately be the ones paying the price. The promise of increased revenue for artists appears to transform into higher costs and investments to meet the new standard. Notably, artists do not receive any extra compensation for streaming an Atmos version, which underscores the challenge.
Musicians primarily want to create music and express their creative vision. The pressure to produce an Atmos mix, which is both financially and technically demanding, can divert attention from the actual creative process. This creates a constant tension between the desire to be innovative and the concern for the financial viability of the project.
Suitable or not?
While Dolby Atmos® undeniably provides a fantastic audio experience in a cinema, it raises questions about its suitability for home use. In a cinema, special sound setups and acoustic optimizations enhance the Atmos experience. At home, with varying spaces and sound environments, achieving the same impact can be challenging.
Additionally, the additional speakers required for Atmos®, as well as the installation and calibration, can be a daunting task for the average consumer. This raises doubts about the feasibility and practicality of Atmos® in a home environment. Existing DTS and Dolby® Digital receivers in our living rooms often do not support the original Atmos® signal, necessitating the replacement or modification of setups for new-generation equipment with Atmos® support, a consideration that may not occur to everyone immediately.
Further development
While Dolby Atmos® is an intriguing technological advancement, it’s worth pondering whether it represents the future of music or is merely a temporary trend. There are many unanswered questions and uncertainties regarding the viability of Atmos in the music industry. It may be that Atmos® is primarily suited for specific applications, such as cinemas and large events, rather than everyday use in the living room.
Listeners must carefully weigh whether they are willing to invest the costs and effort into this new audio standard or if they would prefer to stick with existing audio solutions that suffice for them. The same applies to musicians: Does it pay off? Is it necessary? Does it significantly improve the music? Or is it more practical to have extra money each month for essential things like maintaining instruments, keeping software up to date, buying food, and paying rent, and so on.
Conclusion
Dolby Atmos® promises an exciting revolution in the music and gaming industry, offering unprecedented creative possibilities for artists. However, the commercial exploitation and the high costs associated with it should not be overlooked. Having just one song mixed and mastered in Dolby Atmos® can easily cost around €500 when outsourced. This cost often adds to the regular expenses of a stereo mix. And when talking about an entire album… the costs can quickly add up!
It’s crucial for musicians to carefully weigh the pros and cons of this technology before diving into a financial and creative endeavor, particularly influenced by trends and influential tech giants like Apple. The promise of artistic freedom should not drown in a sea of commercial pressures.
November, 2023
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