“Music is powerful. As people listen to it, they can be affected. They respond.” – Ray Charles
Music is as significantly an emotional practical experience for the artist as it is for the customer and Dolby desires to bring the two collectively more intimately than ever ahead of, with Atmos. The firm in reality is so bullish about it, it foresees Atmos becoming the “predominant” way and format of listening to music in the future. To do that, it have to make the technologies more accessible. Partnering with Apple is just one of the approaches it is attempting to do that.
Cupertino rolled out help for spatial audio by way of Dolby Atmos on Apple devices, such as iPhone, iPad, Mac and Apple Television no cost of charge for all Apple Music subscribers globally in June. This was made offered for Android customers quickly immediately after.
“This partnership opens up the possibility of changing the lifestyle experience of people in a very mainstream way,” Pankaj Kedia who is managing director for emerging markets at Dolby tells TheSpuzz Online, adding “together, we can change how people listen to music.”
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Dolby Atmos is accessible by way of its personal toggle inside the Apple Music app. You can pick to let this remain constantly-on or turn on automatically when you are connected to a supported audio accessory like the AirPods Pro and AirPods Max. Apple is also creating Dolby Atmos content effortlessly discoverable by way of playlists and placing out tutorials for persons to realize the variations, say for instance, in between standard stereo and Atmos music.
“Apple’s done a fantastic job of really driving that consumer education and awareness around what this new experience is. They care a lot about content creators. They care a lot about content. So, there is lot of alignment in terms of how both companies work and think from a cultural perspective,” Kedia says.
That education and awareness are critical considering that Atmos is a newer technologies relative to stereo which has been the status quo for the last 40-50 years. A lot of other aspects are contributing to fuel its development prospects, simultaneously even though.
There’s a lot of innovation taking place on the hardware side. There’s a lot of assortment offered across distinctive price tag points today. Whether you speak about headphones or speakers, the alternatives are a dime a dozen. Even more importantly, “consumers are voting with their wallets and going in for better devices,” Kedia says.
Though he is also fast to add that Dolby Atmos does not have a headphone dependency considering that the technologies from a playback viewpoint is basically implemented on the device — phone/tablet — itself. It is also agnostic of no matter if you are utilizing wired or wireless headphones.
“But of course, better headphones are going to output better quality. Every headphone is going to be doing it differently.”
Every device that is constructed with Dolby’s technologies in it has to go by way of a testing and certification procedure. There are minimum levels of technical good quality and implementation pieces that have to be in location. The engagement and partnerships are really deep, and if there are possibilities to construct on issues, “everything is on the table, and we work with our partners very closely.”
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Apple Music alone provides thousands of tracks in spatial audio with Dolby Atmos presently and Apple says it will add more titles on a regular basis. Having stated that, Atmos is nonetheless fairly new in India from a content creation viewpoint. It began more than a year back roughly but it is seeing “tremendous acceleration.”
Dolby feels really confident with the quantity of content that has currently been produced. There’s a lot of independent music getting made. Lot of old tracks getting remastered.
Kedia says the infrastructure expense is not a challenge in this transition but the shift in how music is produced and consumed that could be a deterrent initially.
“We are talking about status quo change, and it is difficult to put a number on how much time it takes. But we have been part of similar transitions in cinema, on OTT and broadcast. I would say it happens earlier than we think.”
Again, awareness and education are important and that is what Dolby is focused on proper now.
Dolby is working closely with the Indian Performing Right Society (IPRS) to get the word out and educate artists of all sorts. It is working with the Anahad Foundation that is carrying out a lot of groundwork on folk music, going out and recording artists utilizing in-home approaches. The firm is also working with mixing engineers “who are now trained, set up, have the infrastructure fully equipped, and are putting out content.”
In the midst of all this, Dolby continues to discover and adapt to make the entire procedure a lot easier and more scalable so anyone can develop a Dolby Atmos track of their music.
“It’s a journey, it is not going to happen overnight. Hopefully, we will do it correctly. Hopefully, we will be able to scale it in a way where anybody can create in Dolby Atmos and then finally the preferred way of listening to music will be Dolby Atmos. All music should be in Dolby Atmos. That’s the goal we are working towards.”
So, what specifically is Dolby Atmos?
The concept is to believe about sound as an object that you can then place anyplace you want, in space. This provides creators a lot of space to location their sound and instruments and the flexibility to also move them about, primarily creating sure, you hear a lot more than what you could have with an ordinary or stereo mix. Think detail, clarity, depth.
“This unlocks a lot of benefits and then from a technology perspective, we take that material and then ensure that it translates accurately in any kind of listening environment,” Kedia says.
This translates into a uniform audio practical experience spanning across a myriad of devices.
Given the pandemic, creators have had to adjust in terms of how they have been mixing their music, at times. They have not had access to studios.
“Fun fact, we have a lot of people mixing Dolby Atmos music directly on headphones also,” Kedia quips.
Then when you hear all this detail, in a sense, it brings you closer to the artist.
“You get the sense that you are sitting in the studio. It doesn’t sound like recorded music. It’s an immersive experience. It really helps create a deeper connection with the music itself and with the artist.”
That sense of immersion and just getting in the moment is what tends to make Dolby think Atmos could do even more, going forward.
“Dolby Atmos music can actually help with wellbeing also, in terms of immersive meditation and things like that. So, it is just the start and there is going to be a lot of things coming out in the future,” Kedia adds.
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