IK and Gavin Lurssen set to unveil revolutionary mastering product at NAMM 2016

[ghettosynth]

It's funny about that IK hate over here. What about Waves ad?
Nobody talk about this nightmarish ads of plugins where highlight list is builded about awards that got engineer which name is in plugin name.
It's like detergent commercials
But nobody tell bad word because Waves is so superior and so 'industry standard' that some people would pay $200 for Oneknob (now 3 knob) super duper plugins with colourful GUI.

Don't know why so much hate where some of latest IK plugins are really superior

Did waves post here in the general effects forum? I don't recall seeing that. Or, as I suspect, do they just put their ads on their own web pages and in the mailboxes of people who sign up for their ads?

So all that hate because IK put ads here on forum? So if someone else would write about their new plugins (like people do), then it gonna be ok? I see that some people have big problem with frustration here. It's just internet and I see people are going mad because... they see ad's on forum. Simply LOL

Hate? People are just talking bro, it's a forum, that's what people do. If you put a cheesy ad in a forum, then you're going to get called on it. My point was simply that your comparison to waves was misplaced. Waves doesn't put cheesy ads into discussion forums.

[do_androids_dream]

If you put a cheesy ad in a forum, then you're going to get called on it. My point was simply that your comparison to waves was misplaced. Waves doesn't put cheesy ads into discussion forums.

This is the crux right here. It's an ad in a public DISCUSSION scenario. The exact place an ad probably shouldn't be placed because intelligent people are going to rip it to shreds (if there's a reason to). If developers come in and DISCUSS their new product in a human, relatable way then things have a much better chance of being taken seriously. When every product is 'revolutionary' it becomes meaningless - especially among the very folks who have seen it countless times before - the exact people who populate kvr. The video in the op was cringeworthy to say the least - 2 minutes of pretty meaningless rhetoric and an overall style worthy of a WWF wrestler walking into the ring (black and white slo-mo with guitar solo in the background!! Really? I was laughing by this point). This kind of ad might work on wet behind the ears folks but in the context of this forum where we're mostly seasoned, craggy old gits lol...

[soulone82]

Amen!

[dwozzle]

Sorry my bad, I meant 670 of course

In case it's somehow unclear, IK's Vintage Compressor is a Vari-MU compressor/limiter explicitly "based on the 'Holy Grail' of compressor/limiters, the Fairchild™ 670".

[blueman]

For typical prosumers, bedroom musicians, self-promoters, and post-a-tune-on-Soundcloud folks, these mastering suites are a bit of a racket imo. Mastering, as a dark arts, voodoo-inspired process that makes your music infinitely better, is often unnecessary--provided you understood your tools: limiters, multi-band compressors, etc. Mastering, as a process for making songs gel together on an album, taking advantage of a fresh set of (trained) ears, or having somebody listen to your music in a beautiful mastering studio with a well-tuned room, is still valuable (of course). If you are simply mastering a single song, that you wrote and produced, in your own bedroom, without expensive monitors and a propely tuned room, then what is the point? Software will not get you there and any assertion that it will is false. Most of the software solutions that we affectionately refer to as "mastering tools" are really just extensions of our mixing toolset: solutions for evening out the final mix and making it louder.

But why spoil the illusion; master away my fellow prodigies. The software will be your guide

[Dominus]

Prefer to judge it on the merits when it appears, rather than give the guy announcing it a ton of crap for doing his job. Expect marketing-speak from marketers, pull what actual info can be had from it, and get on with life. Peter's actually a decent guy, from the contact I've had with him here, he doesn't deserve this.

And by all means, feel free not to buy, or even look at, anything you don't want to.

This is KVR.


I don't think Peter has posted again since the initial marketing/ad-speak post, but I was curious (and asked earlier) if it was hardware or software.

[chris.r]

Yeah, I had to go through few pages of grumble, just to find out there's nothing more about the product itself.

Sorry my bad, I meant 670 of course

In case it's somehow unclear, IK's Vintage Compressor is a Vari-MU compressor/limiter explicitly "based on the 'Holy Grail' of compressor/limiters, the Fairchild™ 670".

Thanks I have one... the plugin of course. I just got biased by other thread about UAD's new 610 preamp.

[do_androids_dream]

For typical prosumers, bedroom musicians, self-promoters, and post-a-tune-on-Soundcloud folks, these mastering suites are a bit of a racket imo. Mastering, as a dark arts, voodoo-inspired process that makes your music infinitely better, is often unnecessary--provided you understood your tools: limiters, multi-band compressors, etc. Mastering, as a process for making songs gel together on an album, taking advantage of a fresh set of (trained) ears, or having somebody listen to your music in a beautiful mastering studio with a well-tuned room, is still valuable (of course). If you are simply mastering a single song, that you wrote and produced, in your own bedroom, without expensive monitors and a propely tuned room, then what is the point? Software will not get you there and any assertion that it will is false. Most of the software solutions that we affectionately refer to as "mastering tools" are really just extensions of our mixing toolset: solutions for evening out the final mix and making it louder.

But why spoil the illusion; master away my fellow prodigies. The software will be your guide

Well, mastering is... simply making music 'suitable for distribution'. That is, to a certain extent, open to interpretation but it's generally about making it consistent across playback systems and consistent across itself (in terms of mastering an ep or album). It's not about expensive tools - it's about reference points really - and a skill-set that makes one instantly know how to, I guess, maximise the chances of getting your music to the reference point you want it to hit. Any eq, any compressor, any limiter, any stereo field manipulation type plugin will get you there if you have the skills and you know what you want. The reason you might go to a dedicated ME is because this is what he/she does day in day out in an environment that they know very, very well. The whole set-up of an ME is their reference point. As soon as they hear the mix in that reference environment they will know very quickly what to do to get it 'suitable for distribution'. If you know your own environment very well and you have a good skillset you can, of course, master your own music but it's not a skill-set that comes quickly. What I do for a living is the culmination of 27 years or so of being in and around music making - not a few years of watching youtube tutorials and buying expensive mastering suites (which are completely useless if you don't know what you're doing).

[4damind]

All this mastering plugins which suggest they can master with one knob are nonsense. This started years ago with this "EQ matching" idea from Harbal. The idea to master a song only while matching the frequency balance from another song...
Also this "we built a plugin with the sound of the XYZ mastering engineer" is nonsense. This is something where all people with a bit experience of mixing/mastering fall off the chair laughing.
Hopefully this "revolutionary mastering product" by IK will not fall in the same category trying to sell some of this "one knob instant mastering" plugins.

[Compyfox]

But Frank, this is the biggest selling point! A famous name, tons of pictures of hardware gear, some platinum records - instant sale.

Bundle a famous name with any tool, and people will pay closer attention. So it's the best marketing you can do. How you then present it, lies on a whole different ballpark.


I'm also against "one-knob solutions", each track has to(!) be treated differently. But we have to thank the mass media for this as well. In every magazine, and we can see this every darn month, is an article how to "master properly", how to "make things loud and puming", etc. The experienced Audio Engineers are not the market for such tools - we look somewhere else or just ignore the blurb. The target audience are the "novice users", the "pro-sumers".

And for them, the marketing is like shiny dangling key in front of their eyes that they have to have in order to unlock their true mixing potential... So it seems to pay off on the long run.

I don't think Peter has posted again since the initial marketing/ad-speak post, but I was curious (and asked earlier) if it was hardware or software.

At this stage, it could be anything - a controller add-on for T-Racks, or T-Racks 5 (we're on 4.9.x already). My guess is on the latter - so software only, on top of 2-3 new modules in the process.

We will know for sure on 21st January (which is when the Winter NAMM kicks off).

[bronxsound]

my guess is that it will be an iphone app connected to iring.

user puts the ring on a finger and rotate it. next, speaks loudly his wish (so siri recognizes it) eg "make a fabulous master for of my crappy track". and then the magic begins. iphone app connects to the desktop puter or ipad and materialises the wish of the user.

[ftech]

The exact place an ad probably shouldn't be placed because intelligent people are going to rip it to shreds (if there's a reason to).

There has been some childish foot stamping and yelling, but I've yet to see much in the way of an intelligent dissection.

[do_androids_dream]

The exact place an ad probably shouldn't be placed because intelligent people are going to rip it to shreds (if there's a reason to).

There has been some childish foot stamping and yelling, but I've yet to see much in the way of an intelligent dissection.

Please show us your intelligent dissection..

[ftech]

The exact place an ad probably shouldn't be placed because intelligent people are going to rip it to shreds (if there's a reason to).

There has been some childish foot stamping and yelling, but I've yet to see much in the way of an intelligent dissection.

Please show us your intelligent dissection..

My comment wasn't aimed at you, but the people who seem to have a problem with IK and their chosen form of communication for whatever reason, real or imagined.

I'm more interested in the actual product; What if it is something game changing?
I personally don't think it will be, but that is purely speculative on my part.

[ghettosynth]

The exact place an ad probably shouldn't be placed because intelligent people are going to rip it to shreds (if there's a reason to).

There has been some childish foot stamping and yelling, but I've yet to see much in the way of an intelligent dissection.

Please show us your intelligent dissection..

My comment wasn't aimed at you, but the people who seem to have a problem with IK and their chosen form of communication for whatever reason, real or imagined.

Which, is not intelligent. That's the point. If you want intelligent discussion then engage in it. Calling other people childish is not intelligent discussion. In fact, I would argue that the only thing that has been intelligent discussion in this thread is the discussion of the value of un-intelligent ads posted in a general discussion forum.

I'm more interested in the actual product; What if it is something game changing?
I personally don't think it will be, but that is purely speculative on my part.

I think that the best way to talk about this product on IKs terms is to head on over to their forum on KVR and express your interest there. At minimum, you will filter out many people who don't follow IK, myself included.

But, if you're interested in the product then talk about the product and stop talking about the discussion that other people are having. Forum posts are not a zero sum game, talking about annoying ads doesn't preclude you from talking about the product. You can have your conversation, and other people can have theirs.

Oh, and it's not game changing.