As they pointed out in the video, the response to this LP was much better than their traditional mailings. Marketing!
This video is making my head hurt. The record executives "listening" to a static disc on a piece of paper, while the music projects from their smartphone's tinny little speakers. There's is a word I'm reaching for here: not quite "kitsch", but something like it. An object that is false, lying, facile, diversionary. Laughable if it didn't appear to reflect something of the digital age's values.
To be honest, you're not the target market for either the mailout or the video. This video was created by the design & marketing agency who came up with the mailout/webapp idea. They're showing off what they consider to be an innovative and effective solution to a common problem. This is a fine display of problem-solving, which is highly desirable in the design and marketing businesses. They hope that this will gain them more business and bigger clients.
We've been doing a series of audio quality tests down at @LOWENDTHEORY the past few weeks. Vinyl vs Serato vs Ableton. The results are somewhat troubling. While I love the immediacy and convenience of Serato, the sound quality is nowhere near real vinyl. (There's a response from Serato themselves at this point)
On a scale of 1-10, vinyl being 10, Serato is around a 6, maybe 7 if you're playing WAVs. Ableton a 5 at best. I've been a bit perplexed, because most (at least 90%) of the vinyl we tested had originated from digital mixes on DAT, CD or WAV format. So it begs the question: if a song starts out as a digital file, why does it sound so much better after being made into vinyl?
So, in other words, an indie label pulled a marketing move and it worked - is it asking too much to be happy for them or do we have to look at this through 8 different layers of recreational outrage???
Time-stretching and resampling might have something to do with it, but I think we can rule out faulty hardware, since he's getting units directly from the manufacturers.
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