Last month I mused about Artificial Intelligence (AI) and ways in which it might change the field of live audio with regard to what we do and how we do it (FRONT of HOUSE, July 2023, “Audio AI,” page 44). While it’s amusing to entertain thoughts of an exciting technology and how it will be applied, it is also a bit worrisome to think that, collectively, our jobs might be in jeopardy of disappearing once AI establishes a firm footing as a viable technology.
Of course, this fear of technology replacing the workers is nothing new; dating back to the early 1800s, there was unrest within the English labor movement due to the fear of machines replacing the textile workers and weavers. These people had spent years honing their craft, only to be replaced by machine operators and machines that were cheaper and faster and could thus increase production as well as profits. The people who raged against the machines and broke into factories to destroy them were called “Luddites.” They took the name from a young machinist by the name of “Ned Lud” who supposedly wrecked a textile machine back in the 1700s. The handle of “Luddite” has, since then, become one and the same with someone who shuns technology.
We are a technology-based industry, and I can honestly say I have not encountered any “Luddites” within it, but there are those who refuse to change, or lack the capacity to do so — as well as some who simply prefer that “analog sound.” And I still receive riders requesting boards such as the Avid Profile console, the Yamaha PM5D console and even the analog Midas Heritage. Don’t get me wrong, there is no problem with any of these consoles if they work and suit one’s needs. However, for the most part, they are not relevant items in today’s marketplace, and if these are the only consoles in one’s inventory, this relegates the audio provider to a place towards the back of the line in regard to show production and equipment rental.
I still get the occasional riders requesting analog desks or some of the older digital consoles. While these boards may work for a specific show, they are the anomaly in today’s marketplace. Similarly, if an audio engineer cannot make the transition from these consoles to the current crop of go-to boards, then they, too are limited in the work they are able to do.
Let’s Get Relevant
So, how does one stay relevant in a rapidly changing market? “Relevant,” as defined by Webster’s Dictionary is, “having significant and demonstrable bearing on the matter at hand.” Or, as described in the online dictionary, “appropriate to the current time, period or circumstances; of contemporary interest.” So, “relevant” is relative to a particular “conversation,” such as our ongoing and ever-changing audio conversation. While major changes may happen only once every few years, the minor changes are more frequent. Although the Lexicon PCM70 reverb unit is still a functional item, it is not as relevant in today’s market as the Bricasti M7 reverb unit. Of course, the Bricasti M7 is only more relevant if one is referring to a standalone, rack-mountable reverb unit, but becomes irrelevant when discussing the Waves plug-in reverbs.
The Midas XL4 was released in 1995 and was the go-to console for many engineers until 1999 when Midas released the Heritage 3000, which took then audio world by storm. Then in 2004, the Yamaha PM5D digital console came out and the Midas consoles were not relevant anymore. In 2007, Avid released the Profile, and if a company or engineer were to remain relevant, they needed to add an Avid Profile to their conversation. Eight years later, the Avid S6L became the relevant conversation, and the Profile became history. DiGiCo released the SD8 console in 2008 and they have been relevant ever since. A discussion regarding the superiority of analog to digital is a good dialogue, but unfortunately, as good as analog might be, it is not really relevant in an ever-expanding digital world.
So, if the AI uprising is coming, one needs to be prepared to position themselves correctly. Much like the digital revolution, the old may evolve into newer and possibly better ways of doing what we do. Will people lose their jobs as the textile workers did in the 1800’s? Will engineers retire as some did when they couldn’t transition from analog to digital? How do we stay relevant when the conversation shifts?
I don’t doubt that the conversation will shift, as it always does and does so often, but for the most part, the transitions aren’t overnight, and there is time to relearn or transition into the new mode of operation. Follow the trends to see what’s up and coming in the world of audio and reposition yourself to ride the wave when it crests. Staying relevant applies to our lifestyle as much as it does to our skills and knowledge.
There are still quite a few old road dogs still plying their trade, yet in a wandering type of way, the life has become too much for others and they have moved into a more relevant job in regard to their situation. Relevance can be as much in attitude as it is in aptitude. Read. As a matter of fact, read magazines such as this one (no blatant plug intended!) to stay abreast of current and up and coming gear and trends. Do not disregard anything.
Surf’s Up
If AI is the next big thing, it may come in on a wave or it may be a tsunami. Either way, be prepared. If it’s a wave, ride it and if it’s a tsunami don’t be caught playing around on the beach. The conversation is ongoing. Although new technologies such as AI might close a few doors, I’m pretty sure it will open others, so try to follow the up-and-coming innovations in the newest gear and latest modus operandi. Stay proficient in what it is you do and keep a lookout, so you can be in position to catch and ride that relevant wave when it comes. Most of all, don’t be a “Luddite,” they are not relevant.
