No matter how deeply technology is integrated into our lives, humans remain analog creatures. We listen to sound in a natural, ingrained way, according to longtime music producer Howard Givens. Sound quality is as important as it is nuanced, and it impacts the listening experience significantly. If a recording sounds shrill, particularly due to poor digitization, the listener will have a subconscious reaction and tune out. Digital sound is at particular risk of harshness if it is not produced properly.

Howard has collaborated with Greg Ives, a composer and sound designer for film and television, for many years. Greg and Howard have built their careers on improving audio quality to achieve the best possible listening experience, and both have focused on balancing analog and digital audio for decades. They finesse all the distinct components of a song to clean up the sound and create a natural, organic vibe. Through mixing, Howard and Greg can adjust the levels to find an appropriate balance.

Think about the last time you went to a concert. You probably didn’t buy a ticket to hear the individual musicians’ instruments. What makes a band great is that the members all play well together. Greg and Howard approach music and sound effects for music and film in largely the same way – it’s the end result, not the distinct components – that matters.

In recent years, there has been a strong resurgence in demand for analog forms of audio. People of all ages continue to collect cassette tapes and vinyl records, vintage keyboards are being reissued or repaired, and interest in turntables is skyrocketing. Why are these analog objects suddenly regaining their popularity when there are digital music services available? Watch Biamp’s full interview with these long-time industry professionals to discover the answer.

Expressing the Craft in a Changing Industry from Biamp Systems on Vimeo.