After what was perhaps the worst year in memory for the musical instrument industry, the 2010 Winter NAMM show rolled into Anaheim, California January 14-17. NAMM is the premier US trade show for musical instrument manufacturers, and while the fortunes of individual music technology companies ebb and flow, there continues to be interesting products on the horizon. While several major players like Apple and Native Instruments no longer attend trade shows, stalwarts like Korg, Roland, and Yamaha still continue to use NAMM as a showcase for new products. In what’s perhaps a sign of the times, many smaller music technology companies sat this show out, or opted for private, more informal meetings in lounges and coffee shops. So for me, NAMM 2010 was more about talking to people than seeing things, and in some ways, that human connection made this year’s show all the more satisfying. Over my next few blog posts I’ll report on some of the things I observed at the show this year.
Each year at NAMM there’s always one centrally located booth that serves as a reliable rendezvous point for music tech geeks to meet. While in past years this has been the Didgidesign booth, the torch passed to Ableton this year, and the booth they shared with Cycling 74 was this year’s hub for many at the show. In many ways, this was symbolic of the change the industry is experiencing. Avid, the parent company of Digidesign, is phasing out the Digi brand identity. Since they had nothing new to show, their booth was mainly a set up for private meetings, largely devoid of products, and the name Digidesign was nowhere to be found. A well-placed source confided that at the corporate feeling was that the majority of customers really identify with the name “Pro Tools” as the brand identity for that particular family of products, and the Digidesign moniker had little relevance to both new and future customers. Expect about twelve new products from Avid in the coming year, and your new M-Box will clearly be an Avid product.
While one industry goliath is clearly consolidating, Ableton is becoming more of a presence. They’ve done this not by expanding their product line, as is usually the case with any manufacturer, but rather by opening their product architecture and partnering with other companies to extend Live’s capabilities. At this year’s NAMM, Max for Live was a reality, and in the six or so weeks since it was officially released, there’s been a flurry of activity as scores of MAX gurus and aficionados adapt their signature patches for use in Live. Included in the Max for Live release are patches from the stash of Ableton co-founder and electronic music pioneer Robert Henke. While the buzz around Max for Live may be substantial, the truth is that Max programming is not for everyone who uses Live. The value of this collaboration to most users will really be the open architecture that allows forward thinking hackers to expand the capabilities of Live according to their own muse. I expect to see a cottage industry of MAX for Live developers to spring up this year, offering any user access to additional tools that will bring both utility and innovation.
The big new news for Ableton this year was their collaboration with DJ stalwarts Serato called The Bridge. While Live has always had the basic functionality needed by a digital DJ, there’s really a cultural difference between DJs and live electronic music performers that’s defined the tools for each. Some artists, like Richard Devine who’s all over Native Instrument’s Traktor for live performance, can migrate between these tools, but by and large, a DJ’s point of reference will be decks, hardware or otherwise. The collaboration between Live and Serrato respects this and provides users a bridge between their respective programs. Serrato decks show up in Live, and a DJ set done with Serato can be saved as a Live session with three stereo tracks, one for each of two decks and one for a bounced mix of the two. Included here are all effects and realtime moves, so in essence, a DJ set can be further refined or serve as the starting point for a completely new hybrid work. Over the years, Ableton has become a tool that provides a platform for both spontaneous creation and refinement of musical ideas, and this year’s developments expand the scope of users who will benefit from this.
NAMM 2010 Demo of the Bridge
Tight integration with performance controllers is now a big part of Planet Ableton. The AKAI APC40 and the Novation Launchpad, that were released last year, each have a slightly different design approach. While the APC40 provides a complete control solution for both clip launching and mixing and effects, the Launchpad is a more portable device optimized for launching clips in the heat of battle. At a fraction of the size and half the price, the Launchpad has been very successful with performers, but a big complaint has been the lack of faders. AKAI unveiled the APC20 at NAMM that addresses this with the addition of eight fades to a set of “launch pads.” All of this is good news for anyone using Ableton Live, as this is only the start of what will be a number of hardware control products that will be coming out in 2010.
NAMM 2010 Demo of the AKAI APC20