Audio Media - September 2008 - (Page 5) leader I'd like to begin with a thank you to the organisers of the Develop conference in Brighton, which Audio Media recently participated in as a media sponsor of the audio track. After a day in which all delegates immersed themselves in the world of sound for games, the comments in the bar afterwards were the most telling. 'Inspirational', was the most common, and not unwarranted complIment assigned to the proceedings. You see, the day was not about what plug goes where, or whose software is the best, or even the best way to record excitable trolls. It was about the art of sound, what it can add to a story, how it can add to a story, and how it can best be used to immerse the game player in an alternative reality. I'm not sure I've ever witnessed a more creative session from a group of people whose working day revolves so relentlessly around technology. This tendency is not a new phenomenon – as the clips we dissected from vintage movies with insight from some of the best in the business of movies, as well as games, showed. However, I do think there is a growing necessity for individuals to marry the creative and the technical in ways that were previously unthinkable (or unnecessary). It makes sense. How can you be truly creative with a technology unless you know what that technology is capable of? It's the opposite of the usual moan about clients who assume anything can be fixed in the mix; sometimes people don't go far enough simply because they don't know what is possible. A prime example is that of web design, where too many people are commissioning unimaginative or inflexible sites because they have too limited a sphere of technical knowledge. The best new Internet technologies are a mix of technical knowledge and creative vision – both equally important to the result. We should acknowledge that the same attributes are necessary in our own field, especially when lower costs and greater flexibility are the only way forward. Someone who believes that good sound is all about the best gear is obviously wrong – we've known that for a very long time. But there's also the purist who recites the old 'it's all about creation and nothing about technology' line that is supposed to garner respect and awe from all who overhear it. They are also wrong. Be both an expert and an artist, and the rewards will be greater than the parts. Paul Mac, Editor mIdaS pr o6 RUSHES 75 Jz mI CS thE blaCk holE RUSHES 26 AUDIO mEdIa is a Sustaining Member of the Audio Engineering Society. AUDIO mEdIa www.audiomedia.com aUdIo mEdIa (Europe), 1st floor, 1 Cabot house, Compass point business park, St Ives, Cambs, Uk. telephone: +44 (0)1480 461555 – facsimile: +44 (0)1480 461550 a NIGht at thE opEra F E AT U R E 80 General E-mail: mail@audiomedia.com – press release E-mail: pr@audiomedia.com Managing Director Angela Brown a.brown@audiomedia.com Production Editor Lanna Marshall l.marshall@audiomedia.com Circulations Manager/ Administration Jo Perriss mail@audiomedia.com Associate Group Publisher Nick Humbert n.humbert@audiomedia.com Design & Production Manager John-Paul Shirreffs jp.shirreffs@audiomedia.com Regional Sales Manager Bob Kennedy bkennedy@imaspub.com +44 (0)1279 861264 Editor In Chief Paul Mac p.mac@audiomedia.com Subscriptions subs@audiomedia.com UK £43 European (airmail) £60 International (airmail) £72 Payable in Sterling through UK bank News/AMSR Editor Jonathan Miller j.miller@audiomedia.com US Sales Manager Matt Rubenstein mrubenstein@imaspub.com +1 914 524 5045 maraNtz pmd620 RUSHES 24 the contents of this publication are subject to worldwide copyright protection and reproduction in whole or in part, whether mechanical or electronic, is expressly forbidden without the prior written consent of the publishers. Great care is taken to ensure accuracy in the preparation of this publication but neither ImaS publishing (Uk) limited nor the Editor can be held responsible for its contents. the views expressed are those of the contributors and not necessarily those of the publishers or Editor. the publishers accept no responsibility for the return of unsolicited manuscripts, photographs, or artwork. © 2008 ImaS publishing (Uk) limited. all rights reserved. *Within broadcast & production aUdIo mEdIa SEptEmbEr 2008 5 http://www.audiomedia.com http://www.nbmedia.com
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