ProSound News - December 2008 - (Page 8)

[8] prosound vol. 30 no. 12 December 2008 http://www.prosoundnews.com T he year 2008 is winding to a close, and not a moment too soon for many of us. To say that 2008 has been tumultuous on many fronts is an extreme understatement, given the rapid decline of the global economy in macro, and the effects of that degeneration on our own small industry in micro. While we can hope that the recovery of the greater economy is more rapid than some of the dire predictions, 2009 will at minimum start on a down note. Yet, there are some positives in the ripple effects of the current economy. Most notably, energy prices have tumbled, ending for now the caustic impact of fuel costs on everything from food to shipping to tour bus expenses (who among us would have guessed just a few short months ago that we’d again see sub $1.50 gas prices?). The cost of borrowing (assuming money can be found to borrow) is nearing the lowest possible rates—certainly welcome by those who need to invest in reinventing themselves in the face of new market realities. While the pessimists (they’d call themselves realists, perhaps) among us are mired in the gloom of the loss of what was, there are also those optimists ready to roll with the times, to regroup and strategize and plan for a new future. The audio profession, while having its share of single focused practitioners, was The Close of a Year of Turmoil built upon Renaissance men and women. These individuals married skills and abilities, some native and some born of necessity, spanning technology, business and artistic expression to create the industry of today. In many ways, today’s professional audio industry has come full circle. While we still have large multi-faceted companies in all subcategories of the industry, it is the individual taking control of their own destiny that is stepping up to fill the void left by the disintegration of the business models that dominated the decades ending the last century. The technology of professional audio has evolved to a level of sophistication that precludes most audio professionals from building their own tools of the trade, but targeted manufacturing has developed to supply those technological needs—a mature infrastructure, even if it often borrows from a larger consumer and industrial base. Though the audio professional still has to intelligently assemble their toolkit, the options available are truly staggering in scope and capability. Today’s audio professional most resembles those pioneers of old in two capacities. The first has always remained fundamental—the skills, temperament and creativity necessary to capture and encourage artistic expression. The second has reemerged as a vital element—the en- editorial FRANK WELLS, editor 615-848-1769, fwells@nbmedia.com FRED GOODMAN, managing editor 212-378-0423, fgoodman@nbmedia.com CLIVE YOUNG, senior editor/web editor 212-378-0424, cyoung@nbmedia.com trepreneurial ability necessary to manage their business and to market themselves. The clichéd expression, “When life deals you lemons, learn to make lemonade,” seems apropos to the current marketplace. The individuals in our industry who are finding new successes, or new ways to maintain a career of success, are reinventing themselves along with the times. If blessed with business savvy alongside their audio skills, they are applying their creativity to exploiting economic opportunities that allow them to follow their creative muse. Others are learning quickly to partner with those who have the business skills that they may be lacking to achieve the same ends. Though an artificial construct, the end of a year has become a traditional time for introspection and self-examination. This year’s end in particular, coincident as it is with the crisis that surrounds us, should add to that motivation. Now is the time to make a thorough evaluation of where you are and what ground you want to hold. If that ground is shifting beneath you, now’s the time to decide where you want to go next. Lemonade, anyone? Finally, as we close out another year, the Pro Sound News staff and all of us at NewBay Media wish you and yours the happiest of holiday seasons, and a prosperous and healthy 2009. STEVE HARVEY, west coast editor 323-665-2455, sharvey@nbmedia.com CHRISTOPHER WALSH, recording editor 212-378-0437, cwalsh@nbmedia.com CRAIG ANDERTON, JEFF TOUZEAU RICH TOZZOLI contributors advertising TARA PRESTON, associate publisher 917-331-8904, tpreston@nbmedia.com KAREN GODGART, advertising sales director, west coast office 323-868-5416,, kgodgart@nbmedia.com MATT RUBENSTEIN, east coast sales 914-524-5045, mrubenstein@nbmedia.com ZAHRA MAJMA, specialty sales manager 212-378-0433, zmajma@nbmedia.com art & production NICOLE COBBAN, senior art director ANNMARIE LASCALA, art director MICHELLE HENNING, ADRIANNE KNAPP, NEEL PATIL, graphic artists FRED VEGA, production manager 212-378-0445, fvega@nbmedia.com circulation ANNE DROBISH, associate circulation director, audience development MICHELE FONVILLE, circulation coordinator SUBSCRIPTIONS: PRO SOUND NEWS, www.MyPSNmag.com P.O. Box 234, Lowell, MA 01853 TEL: 888-266-5828 (U.S.A. ONLY, 8:30 A.M. - 5 P.M. 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Table of Contents Feed for the Digital Edition of ProSound News - December 2008

ProSound News - December 2008 Sound Business Contents Hank’s Best Yet Sound Recording Studio Showcase: Great City Productions Software Tech Tracks Sessions Anticipating Post’s Future Post Showcase: Eargasm HD Audio Post The Business of Being Creative Sound Innovations: VRsonics VibeStudio Spatial Design Suites Field Reports: Product Profiles Yes We Can Hear Obama Live Sound Showcase: Stone Temple Pilots Centerstage Soundcheck Sound People View From the Top Product Spotlight Classifieds Advertiser Index Company Index Music, etc

ProSound News - December 2008

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