Pioneer & Air Studios bringing original sound to your living room

Uploaded by PioneerEurope on 16.10.2009

What we are trying to do with Pioneer
is bring an element of the accuracy of studio monitoring to the home.
It's bridging what we do and what the consumer listens to.
I'm proud to be part of that
and I'm proud for those products to carry our name.
My name is Steve Orchard. I'm an engineer, producer, mixer...
and sound sort of person.
My role is to kind of capture the performance of the artist
and get the sound as good as possible.
Once you've got that, than it's to kind of work out how you can enhance it,
or improve it or add overdubs.
Or if it's great, to leave it.
I'm Tim Vine-Lott and I'm the technical director of Air Studios.
I'm responsible for every piece of technology:
head phones, individual head phones, head phone amplifiers, circuits,
the consoles, the microphones, the recording device and anything in between.
Richard Boote is my boss. The owner of AIR Studios.
My name is Richard Boote and for a living I am the owner of AIR Studios
and Strong Room Studios, and various divisions that make up the whole company.
It was the first truly independent studio that actually thought about what they were going to use.
They went out there specifically to buy the best piece of kit available
so that they could use them.
George Martin wanted to put together a studio that was capable of recording a band..
a 96 musician type band, I mean.
And so I think that was his vision.
And this building the hall that we're in now, obviously lends itself to do that.
The live area itself of the hall was designed for spoken voices,
so that one person standing at the pulpit could be heard clearly everywhere
and it works.
That's great for single spoken voice.
By the time you add 80 or 90 musicians, all playing together,
it all gets quite lively which is why we have the canopy.
So we can vary the acoustic...
from quite live to controlled, much more controlled.
The rooms have got a unique tone, I think
like particularly in the main hall,
it's got a gorgeous acoustic,
which you just can't replicate artificially
and it's totally unique.
And so that's very unique sounding.
Studio One downstairs has got another unique sound to it as well.
It's not as expansive, but it's a great sound in there as well.
And those are two things that are just.. you can't replicate anywhere else,
they're totally unique to this place.
One of the things that I deeply believed and has always been my philosophy
is the technical backup that's offered in the studio.
We employ nine full time technical engineers.
Not recording engineers, not assistants,
people who keep the equipment in tip top condition.
The maintenance team are first class,
they maintain all the equipment beautifully
and that helps us as engineers,
because when you go to use something, it works.
Its not like going **KRSSCKT** in the midst of a recording,
Yes you can go somewhere else very much cheaper,
but if you want stuff to work
and you want it to sound the way it should sound,
then that's what we offer here.
Technical excellence. You walk into a room and it works.
So all this technical excellence goes on in the background
and when you're working here, you wouldn't even know it's existed,
but it's very unlikely that while you're working here,
you'll have any technical problems at all.
And everything will be set up, working before you arrive so that you have,
as an artist or a producer, you have the space to be able to
have that enjoyment and that creativity.
So when you're listening in the studio, it always sounds incredible
and its amazing because,
you're getting a live performance and listening through amazing speakers
through a great console or whatever,
but at home you can still get a fantastic sound,
I mean its not the same,
but you know it still can be great.
I think that when you sit at home, you should be able to listen to
exactly what the artist, the engineer and the producer achieved.
One set of speakers sounds amazing in one room,
put it somewhere else, it sounds terrible.
Just because of the actual acoustic of the room.
Your classic minimalist home with lots of hard surfaces and a nice wood floor
is a reflective nightmare.
You get really short, hard reflections off everything.
And so it's a bit of trial and error.
Its sort of like its such a strange or mysterious sort of science.
A rug in front of your speakers, for example,
just to take that first reflection off the floor,
soft furnishings, nice big sofa somewhere towards the back perhaps,
just to kill the back of the room down.
You can't design the perfect room because it just doesn't work like that.
It's like trying to have a formula for a hit record.
It's not that simple, its not that straightforward,
because everything is kind of different.
The difference between studio monitoring and most hi fi's :
studio monitoring is designed so the recording engineer can hear
every single item that he's recording.
He can hear it clearly and in place.
A lot of hi fi is about painting pretty pictures
so you get big washes of sound
and they sound nice but they're not necessarily accurate.
So what we're trying to do with Pioneer is bring an element of
the accuracy of studio monitoring to the home so that you can hear exactly
where each piece is and where it sits with everything else.
The range of Pioneer equipment that carries the AIR logo,
a lot of thought has been put into how its going to sound,
its operational functions.
We have sat down with Pioneer engineers,
worked out how we're going to design it,
what technology are we going to use to achieve the end result,
and that we have sat with that product from its inception to its completion.
So that it, as far as we're concerned, it delivers the transparency
and the control that we prize so highly.
Its good that they're doing that, that they are involved with AIR.
because its bridging what we do and what the consumer listens to.
It's trying to convey more about what we're trying to achieve here,
bringing that out to the listener at home.
I suggested that Pioneer could use our expertise and knowledge
in working in film and 5.1 to help design the next generation
of home theater amplifiers and receivers.
That led to the AX-10, I think that was 2001.
Tim Vine-Lott, who's my technical director here, spends a lot of time
with Pioneer throughout the year,
working with them on developing new products
and product goes back to the factories in Japan and gets altered
so that it reaches the standard that Tim's happy with
and Pioneer are happy with.
We get the first prototype samples from PEC, Pioneer Electronics Corporation,
usually six months before it's due to come to market
And that's the first time that they'll have actually laid out the PCB,
and put it in a case.
And they'll ship it over and we'll listen to it and we'll tell them exactly
what's wrong with it sonically.
Pack it up, send it back because at that stage,
it's very early in its development.
That will then get modified subject to our comments
and it will then come back with an engineer or two, usually.
so we'll get a Japanese engineer, who's involved deep in the project,
and we'll sit in Studio Three and we'll take it apart
and we'll play around with the components
and we'll take it as far as we can.
That usually will then go back to Japan and get further work done on it,
and then they'll come back for a third time,
quite typically it will take three cycles to get to a point
where we will say that yes, that product does work.
You can put an AIR badge on that.
So hopefully working together, we're bringing out a range of products
that is better than anything else, so audio excellence really.
There are certainly no other manufacturers that I know of
that are as intimately related with their market.
I'm proud to be part of that and I'm proud for those products to carry our name
Its reflecting what we do and how we make things sound,
If you get that to come across properly in your home stereo,
that's good.
The AIR logo means something to us
and we strive to keep our standards very high
and the AIR logo on a Pioneer product means the same.
Pioneer and AIR share the pursuit of excellence.