George Massenburg, equipment designer and manufacturer, engineer,
producer and educator, is a big fan of innovation and the development
of new audio tools to carry the industry into the future. Case
in point: digital audio. Tape may have been what got Massenburg
into the industry, but he’s glad to see the end of it. “The
digital recording format in general is way more gratifying for
me,” says Massenburg. “In particular, I can do a lot
more with editing live performances together. And I think that’s
the key to re-inventing the music business: we have a lot of work
to do to help new artists improve performances. This is so much
easier in Nuendo and Protools and Logic than with tape. I hate
tape; I never want to see tape again. I like these modern tools
much better.”
For Massenburg, those modern tools now include a new multi-core
Intel chip-based computer supplied by PC AudioLabs, among others.
“Now we can work at 96/24 and still be fast,” he comments.
“That’s the key; it’s really a powerful machine.”
PC AudioLabs’ service went beyond the call of duty, he shares,
helping with a seemingly insurmountable problem of transferring
software authorizations from one machine to another during the
transition. “Tom Bolton was great; he even helped with that.”
In 1972, Massenburg designed, authored and presented the AES
paper on the parametric equalizer. He and his company, GML, Inc.,
are researching extended automated work-surfaces, high-resolution
graphical interfaces, extensible network automation for audio
production environments, and automation data interchange standards.
He has designed, built and managed several recording studios and
contributed acoustical and architectural designs to many others,
including Skywalker Sound. Individually or collaboratively, he
has participated in over 200 record albums during the past 30
years. He has been nominated for and won many Grammy’s and
other industry awards. In 1998 he received the Grammy for Technical
Achievement, one of only four such awards presented in the history
of NARAS. He is currently Adjunct Professor of Recording Arts
and Sciences at McGill University in Montreal, Canada and visiting
lecturer at many schools including Berklee in Boston, Evergreen
College in Olympia, Washington, University of Memphis and Tokyo
University of Arts and Music.
Anyone who has spoken with Massenburg knows that he has some
strong opinions, and he isn’t shy about sharing them. His
reasons for using a PC in the recording studio are as much about
impacting the hegemony of companies like Apple and Digidesign
by encouraging competition as they are about audio quality. “This
is why I’m into the alternate DAWs running on the Intel
platform: Steve Jobs & Bill Gates need to be confronted with
some kind of competition. Competition boosts innovation. And all
of this is why we keep Nuendo up to date and offer to run sessions
on it when appropriate. On the road Digidesign has made it difficult
for me to take out a simple Protools HD. So I’ve grown used
to taking Nuendo on the road. Yes, the professional recording
business, such as it is, is locked into Protools, and we have
to stay up to date. But the business is growing beyond Protools
in spite of that.”
The new PC AudioLabs machine certainly has a place in the front
of the queue of hot new machines, he says: “It keeps us
at the edge of the curve. I have some really good converters.
Often, we do work where the BWave files go right to Protools.
But it’s still an important part of our workflow.”
He points out, “I’m not as much a fan of PC as I
am of Intel. Of all the chip companies, Intel is the one that
seems to have a vision of how to take the risky business of chip
manufacturing into the future.” The Intel-based PC offers
pro audio at least one innovative path forward. “With the
tremendous growth of in-the-box processing power, we’re
moving away from DSP chips. DSP chips were important for the Digidesign
business model, because they lock users into proprietary hardware.
But it’s only a matter of time before you see a new paradigm
emerge. And only a matter of time before you see users add Intel
boxes when they need more for something they’re doing.”
The recording industry has come full circle from the early days
when PCs were used for running sequencers, notes Massenburg. “So
today we see more on the PC.” But he believes the operating
system has some catching up to do - Apple is way ahead of the
game in many respects, but in one area in particular, the MacOS,
they’re by far the best. I simply don’t like the Windows
operating system; I never feel like I’m in control of it.
And, it always seems to be four to five years behind whatever
the Macintosh is running.”
Intel power certainly supports Massenburg’s way of working,
which is all about flexibility in capturing the best performance.
“Just about everything we do in the studio here is live.
Here, it’s all about making live performances work all together
in one room. And, yes, I’m in the room as well, and there’s
less tweaking to be done while recording. I’m mostly listening
for music.”
Advances in computing power mean that Massenburg records everything
at high resolution. “I almost always work at 96/24. We’ve
done a couple things at 192, but we won’t do anything 48
any more. I generally multi-mic instruments—for instance,
three mics on acoustic guitar, or three mics on the guitar amp--and
decide on which way to take the sound later. In the heat of battle,
I’m more likely to make bad decisions about how much things
should be tweaked. As a result, a lot of tracks will go down live…maybe
40 to 50.”
Although there’s plenty of power to support processing
on every channel, Massenburg says, “I’m reluctant
to use plug-ins to address musical issues. There’s just
no button on any plug-in labeled, ‘Better Performance’.
There’s no button that says ‘Add Gratification’.”
Whether using Nuendo or Protools, he says, “Everything
we do has 5.1 subs and, later, stems and is downmixed to stereo
as part of the workflow. As you work on a tune, you can playback
a stereo mix or switch on the 5.1 and refine panning stuff out.
So we’ll finish and deliver a stereo mix; but then later,
when you’re asked to deliver the 5.1 mix, you just have
to make level adjustments, and print it.”
Massenburg already has his eye on the next innovation. “What
is really needed is not a faster computer but a better work surface
and better, more ergonomic integration with the software tools.
What the business really needs is an intelligently-laid out work
surface for music production.”