Roland Hemming

Director, Copper Leaf Media

Company Type

Content Creation IT/Software Development Other Video/Film Production

Department

Marketing/Communications

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English Spanish

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Oct 11, 2024

Nice intro to the topic. The problem is that immersive audio means different things to different people across different applications.

It can mean everything from taking a stereo soundtrack and making it 'spatial', running a premixed multi-channel soundtrack, using a standards based processor (Dolby Atmos) or using an object based audio system where you can move each individual sound within the space.

There are obvious uses such as theme parks, some theatre productions and modern gallery spaces. However immersive risks being getting a bad name and going the way of 3D video (remember that). There has to be a good reason for the audio to be immersive and that has to be driven by the content creator, not the other way around.

I was at a music event recently where an object-based immersive audio system was being used. The band were playing and drum and guitar sounds were floating across the space. However this was not done in collaboration with the artists. It had nothing to do with their narrative. It was just showing off. Boys with their toys so to speak.

The other problem is that some loudspeaker manufacturers are pushing immersive systems simply as a means of driving sales. Why sell two loudspeakers when you can sell thirty? With all the amplifiers to match.

For immersive to gain widespread adoption and not just become a gimmick, content creators need to drive the process. They need to be educated about the creative and narrative possibilities it will give them. If creators are currently adopting any form of immersive into their studios, it is Dolby Atmos. For more complex arrangements than that there is currently no standard or agreement between object based audio system manufacturers which would allow the artist to easily lift their content from their studio into the venue. Until these things are worked out, immersive projects will continue to be case by case and not achieve widespread adoption.

When the client asks me why they need to install 64 loudspeakers all around their venue, I'd like to be able to answer the question with a straight face. In most cases I'm not sure I can yet - other than saying it will sound 'cool'.

Jan 26, 2024

If you go further into our report you'll see charts listing repeat winners over nine years of data. Some awards have very high proportions of repeat winners.

Comment on AV Marketing MeetUp
Jan 19, 2024

Some of my team and I will try to make it there!