Gino Robair is former editor of EM

Archive for August 12th, 2010

Message from the Road: A Reality Check and Andy Rehfeldt

Andy Rehfeldt

One of the most satisfying things about touring is meeting new people—musicians, dancers, and other artists—and seeing how they work. And as a former editor of a music-technology magazine, I’m particularly excited when I get to see someone’s studio or live rig—inevitably there is some kind of surprise. Sure, it’s getting more and more likely that he or she will have the same small-format mixer and inexpensive monitors and mics. But there is usually a major reality check for me. Let me explain.

When I was an editor for EM, I spent a portion of my time removing superlatives and nonsense from press releases, and toning down the vitriol of reviewers who were incensed by some trivial aspect of a product. I’d go to MI trade shows and pester the engineers at each company about specs for a newly announced product that we might not see for months, just so I could figure out how the product was different from the others being announced by their competition. Because, often, the items were being manufactured in the very same plant in China or Korea.

In other words, I was 100 percent distracted by the game, where a new product has to be announced every other quarter to keep investors happy (rather than, say, a world where manufacturers actually create a product that is so astutely designed and well built that there is no need to improve upon it each year). more

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