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Part II: All About The Making of a DVD-Audio Disc Print E-mail
Monday, 01 November 2004
Article Index
Part II: All About The Making of a DVD-Audio Disc
Page 2

Maybe the name for my company should be changed from AIX Records to something else. We are not a traditional record company. In fact, we’re a production company that has worked in multimedia for over 20 years and has now decided to produce a line of titles that represents the very best that we can do. Of course, the audio quality comes first and, to that end, we capture some of the best high-resolution tracks being produced anywhere. But the extras are a close second. People love to see the artists performing, speaking and interacting. Fans really do want to see the lives that their idols are leading and feel a part of the music-making. DVD-Audio/Video products have the potential to deliver the entire range of media types inexpensively and interactively.

During the sessions that we capture, there are at least five primary cameras focused on the musicians (usually one on a jib, moving from shot to shot), two handheld cameras for interviews and impromptu moments, lights and a complete 36-track high-resolution digital recording set-up. The post-production phase includes all of the usual audio production steps and the preparation of graphics, video and authoring. Fortunately, the tools to accomplish these tasks are affordable and powerful, thanks to programs like Apple’s Final Cut Pro HD and Adobe Photoshop/After Effects. It can take weeks, months or even more than a year to complete all of the steps that are required to produce a "feature-rich" DVD. The costs are substantial but products with high production values are necessary for the brick and mortar retail world. Pride of ownership is still a strong reason to create physical goods, rather than mere strings of 0s and 1s.

Traditional record labels will continue to record, mix, master and distribute music in the usual fashion. The addition of iTunes and other music subscription services opens up new distribution avenues, but doesn’t fundamentally alter the kind of production work that a record company does. Taking advantage of the expanded creative potential of the DVD-Audio/Video format means that companies will have to think beyond just the music and embrace a more comprehensive approach. It takes a lot more time and effort to deliver a compelling multimedia experience, but I believe it’s well worth it.

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