KVR Audio

pheeleep · Post by **pheeleep** » Wed Jan 06, 2016 7:20 pm

As long as it has Hyper Realistic sound, I'm in. Sorry couldn't resist.. I love IK products and Peter is a cool cat. I do agree that the IK marketing lingo is a bit too much at times, but that doesn't prevent me from trying out their new products and determining whether or not I like them (which I do, the majority of the time).

koalaboy · Post by **koalaboy** » Wed Jan 06, 2016 7:21 pm

I will be more interested when I know for sure it's not a mobile product.

foosnark · Post by **foosnark** » Wed Jan 06, 2016 7:43 pm

murnau wrote:I think nobody have anything against Peter personally as indeed he his a fine guy and only doing his job.

Yeah, nothing personal but...

Two things don't tend to play well at KvR: marketing hyperbole, and using "big names" (*) to promote products -- unless maybe they are the names of the DSP engineers who created them. I mean, what's more interesting: an endorsement from Jordan Rudess, or a synth from Wolfgang Palm?

(*) especially if you basically have to be an insider to recognize the names. I didn't know who Gavin Lurssen was until I hit up Google, and I can't say I care now that I do know.

And if KVR is "the wild west" then I'm a steam locomotive.

bmanic · Post by **bmanic** » Wed Jan 06, 2016 7:55 pm

There's a reason why IK and Slate get so much hate.. I don't see any point in blaming the user base for that. Perhaps these companies should invest in a huge mirror and put the whole marketing team in front of it and have them spew the marketing lingo at their mirror images.

. and it's not just here on KvR that people are tired of the hyperbole.

I think some of the IK products are indeed excellent but just like the Slate team the aggressive US style of marketing (which is bizarre as I thought IK was an Italian company) wears you down very quickly. It's just so tacky that it makes me actually dislike the company.. which in turn becomes an effort as my brain tells me there's no reason to dislike them as I use some of the products and think they are excellent. It's so confusing. Maybe I'm just not used to this kind of marketing yet as I don't get bombarded with this all the time unlike some unfortunate souls.

Having said that, it must be working for them or they wouldn't do it this way.

ghettosynth · Post by **ghettosynth** » Wed Jan 06, 2016 8:24 pm

4damind · Post by **4damind** » Wed Jan 06, 2016 8:39 pm

Something really revolutionary... never seen before one-knob mastering product from the master of the universe Mr. Kevin Lurker in collaboration with the biggest italian pizza bakery "Industrial Kooking"!
Give us your money so we can make your tracks sounding more cheesy than before

(Sorry I could not resist

and nothing against Peter... but he works for the wrong company)

Skorpius · Post by **Skorpius** » Wed Jan 06, 2016 8:45 pm

bmanic wrote: I think some of the IK products are indeed excellent but just like the Slate team the aggressive US style of marketing (which is bizarre as I thought IK was an Italian company) wears you down very quickly.

I agree. However, I don't really take those over-hyped statements very serious anymore. Among larger companies, this is simply a common way of marketing audio software or hardware these days, albeit the kind of hyperbole used in this announcement seems to be typical of US companies. And although IK is an Italian company, it looks to me like the marketing is done from the US branch of IK.

So, no matter how over-hyped the marketing, only what you're able to achieve with a certain product (due to its quality) is of importance to me. Which is why I will patiently wait and see what IK is going to present at NAMM and what the first reviews are going to reveal.

Remember the Presonus statement when Studio One V3 came out? "Once you try Studio One Professional, you won't want to go back to your old DAW." Well, how errant this statement was. S1 V3 was just the reason why I decided to go back to my old DAW, and this was one of the best decisions I made last year. And when you go by the 2nd hand sales in the Market Place, where licenses for S1 V3 are sold every other day, other people proved the statement wrong as well.

So, cool down everyone and take the marketing for what it is: a legitimate way of arousing curiosity for a product.

ghettosynth · Post by **ghettosynth** » Wed Jan 06, 2016 8:47 pm

4damind wrote:Something really revolutionary... never seen before one-knob mastering product from the master of the universe Mr. Kevin Lurker in collaboration with the biggest italian pizza bakery "Industrial Kooking"!
Give us your money so we can make your tracks sounding more cheesy than before

(Sorry I could not resist and nothing against Peter... but he works for the wrong company)

When I think about revolutionary audio products, I think about products like "The Wire" which, without a doubt, is a secret weapon that mastering professionals want to keep to themselves. Trust me, they don't want you to know about "The Wire."

http://www.kvraudio.com/forum/viewtopic ... 5#p6304019

foosnark · Post by **foosnark** » Wed Jan 06, 2016 8:49 pm

bmanic wrote:Perhaps these companies should invest in a huge mirror and put the whole marketing team in front of it and have them spew the marketing lingo at their mirror images.

This isn't meant to be a comparison to anyone involved here, but reminded me:

At my office we used to have this business development guy who sounded like he was in full-on marketing mode all the time. Conversations in elevators always sounded like he was trying to figure out my preferences and habits as a consumer. I was always a "millenial" to him despite being in my 40s. He'd always compliment people sycophantically but also like he was trying to sell them to other people. Everything he ever ate, drank, drove, wore, read, etc. was always the greatest product ever, but naturally our own product was the greatest thing since the first hydrogen atoms cooled out of the quark-gluon plasma.

He was so tiring to be around, and he wasn't actually very effective.

If you put him in front of that mirror, he would simply see the greatest salesman who ever lived, speak for ten minutes about the really sharp outfit and the "fiery" personality of the cashier who rang it up, and would ask what cleaning products were used on the mirror.

Numanoid · Post by **Numanoid** » Wed Jan 06, 2016 8:52 pm

pheeleep wrote:As long as it has Hyper Realistic sound.

What is the next step up on the ladder?: Hyper Hyper Realism ?

Compyfox · Post by **Compyfox** » Wed Jan 06, 2016 8:54 pm

Peter - IK Multimedia wrote:IK and Gavin Lurssen set to unveil revolutionary mastering product at NAMM 2016!

Come see it at Room 210B, January 21-24, Anaheim, California

youtube...

That video was so non telling, it wasn't even funny.

But I guess two main things:

a) T-Racks 5(!, it's about that time as well), with an insane OS matrix (there is hope)
b) a set of new modules for merely 299USD + VAT (well, at least 199USD a piece)

Since the video bragged on about "touch and feel", I guess also some sort of "analog voltage knob". Or something about pushing the loudness war even further with just 1-2 knobs (last man still standing, sadly!).

Oh and, it'll possibly be out for iOS first of course... but that is just an assumption.

Peter - IK Multimedia wrote:Want to know what we're unveiling? You'll have to come to the IK Multimedia booth at NAMM, Room 210B for a first-hand glimpse into the future with Gavin Lurssen and the IK team, and to see all of the new industry-leading innovative products from IK Multimedia.

You be you, keep on doing this promo.

ghettosynth · Post by **ghettosynth** » Wed Jan 06, 2016 9:15 pm

Compyfox wrote: Since the video bragged on about "touch and feel", I guess also some sort of "analog voltage knob". Or something about pushing the loudness war even further with just 1-2 knobs (last man still standing, sadly!).

I probably shouldn't talk about this because I heard about it from an engineering friend who I know is under NDA, and, I'm not sure if this is IK or some other company partnering with apple, but since it's so close, I think that it's ok.

Mastering is going to become much simpler with the soon to be released Macbook pro "Mastering Edition", or ME. The ME Macbook ships with a special version of LogicX that comes with revolutionary new plugin suite to simplify and streamline the mastering process. This power has not been put into the hands of the prosumer before. I would suggest pre-ordering ASAP as the demand will be huge!

PS: Yes, I know about this because, it is true, among other tools from other companies, the ME edition MacBook will be shipping with a special edition of The Wire. This is going to be huge people!

http://www.kvraudio.com/forum/viewtopic ... 5#p6304019

4damind · Post by **4damind** » Wed Jan 06, 2016 9:22 pm

ghettosynth wrote:
4damind wrote:Something really revolutionary... never seen before one-knob mastering product from the master of the universe Mr. Kevin Lurker in collaboration with the biggest italian pizza bakery "Industrial Kooking"!
Give us your money so we can make your tracks sounding more cheesy than before

(Sorry I could not resist and nothing against Peter... but he works for the wrong company)
When I think about revolutionary audio products, I think about products like "The Wire" which, without a doubt, is a secret weapon that mastering professionals want to keep to themselves. Trust me, they don't want you to know about "The Wire."

http://www.kvraudio.com/forum/viewtopic ... 5#p6304019

Maybe there are such "revolutionary audio products" but not from IK. Their marketing is always much bigger than the stuff they have on the table. If they saying "we have the biggest pizza" you can be relatively sure they mean "we have the half of the biggest pizza and the rest comes with version 2"

IMO they should lower their sights and trying to create good plugins and stop with this marketing crap.

There is nothing bad with a good mastering tool multibandcompressor/limiter/tube saturation or some intelligent tool which combines some of this things.. no idea... but if this will be a revolutionary tool and raise the bar is another story.

do_androids_dream · Post by **do_androids_dream** » Wed Jan 06, 2016 9:23 pm

If it can do this I'm in

Compyfox · Post by **Compyfox** » Wed Jan 06, 2016 9:30 pm

ghettosynth wrote:Mastering is going to become much simpler with the soon to be released Macbook pro "Mastering Edition", or ME. >snip<

OMFG! Am I glad that I barely have anything in my stomach right now, the reflux is just too hard to keep under control.

Heck, the "Mastered for iTunes" still isn't properly documented, and now they want to release ANOTHER one-trick pony to push the long lost loudness war even further?

I'm seriously lost for words, but not on the terms of why I really start to hate Apple as of late (please don't let me get started on why I think Apple is at fault that the BluRay is still not distributed as much for personal computers compared to gaming consoles, just as hint "removal of unnecessary peripherals/ports).

Still - I think we will see T-Racks 5 this year. And this "announcement" is a huge indication for it.