Observations on the Audio Industry

An Interview with Tom Kenny (Editor of Mix Magazine)
- Note: All answers are paraphrased and not direct dialog.

What is your background in journalism, and how did you end up at Mix Magazine?
- I graduated from Indiana University in 1988. After graduation I sent out 125 resumes to various media outlets in the San Francisco Bay area, I knew that’s where I wanted to be. The editor at Mix Magazine was an alum of Indiana University so he thought he would bring me on as a proofreader for $5.50 an hour, I quickly learned the audio is a high technology industry that needed all kinds of people.

What do you think are the key dates in the audio world, as far as its evolution?
- 1972 introduced the first piece of real digital recording.
- 1982 was the real birth of digital distribution and the compact disc (CD).
- 1992 is when software invaded the world, there were over 32 mix workstation platforms, the market was flooded.
- 2000 the market was flooded again, this time with plug-ins.

Why do you think the CD stuck out as the most used medium?
- I really have no idea why the CD has survived over 20 years. You have this little plastic disc that can only hold 680MB of information, it makes no sense, but it’s still the #1 carrier of music. When Steve Jobs and Apple came out with the iPod they were really the first to challenge the CD. The availability of digital music hasn’t thrown CD’s out as a form of transportation either, for the last 8 years blank CD sales has passed recorded CD sales.

What is going on in the world of music distribution?
- Well first of all it’s going digital, and almost anyone can have international distribution in some capacity or another. Shawn Fanning and Napster changed the idea of distribution, people now wanted cheap or free songs at the tips of their fingers, and Apple was really the first to legally answer their needs. When iTunes came out the face of music distribution completely changed, this is only backed up with the fact that iTunes pass it’s 4 billionth download not too long ago. And to think Wal-Mart actually beats out iTunes.

All kinds of stores are getting into selling music now; with digital tracks you no longer need racks and racks of music. At Starbucks you can make your own CD from a list of digital tracks, you pick your music and it’s ready to take with you when your latte is done.

How has your job changed in the last 10 years?
- It has grown more than I could have ever expected. I came into this position knowing nothing about the recording industry, and now I run 3 monthly print magazines, 3 websites, monthly and weekly newsletters, international events, and more to come. The name of the game is innovation, not just keeping up; my business shapes what’s cool tomorrow, not just what’s going on today.

The virtual world is shaping a lot of industries, including the recording industry. Places like Second Life are becoming a breeding ground for a new way of doing things and sharing information. Virtual trade shows, events, concerts, and lectures are HUGE. People want their information free and at their fingertips 24 hours a day. Our websites get over 225 thousand unique hits a month, the only way you do that is by having unique information.

What do you think of radio?
- As a whole I think radio is worthless, except for during drive time and some talk radio shows. It’s an advertising medium more than a way of finding new music; the internet has taken over that job. I’d have to say though; radio does still work for country music, so it can’t be written off completely, and I think internet radio has a very good chance.

What are some things you would like to leave everyone with?
- First, ideas are born everywhere. You don’t need to be in LA, New York City, or Nashville to make something in the music or recording business. That’s the difference between the old world of physical music and today’s world of digital music. This includes the recording world, there are networks and sites out there that allow musicians to share pieces of recordings in virtually real time; this means you can be “recording with” an individual in New York while you’re sitting in LA.
- Second, it’s all about content. Distribution is not the issue anymore, anyone can get his or her music out there, what makes you stand out is good content.
- Third, learn everything you can about technology, and learn it on both PC and Mac platforms.
- Fourth, social networking and search engines are your new best friends. Nearly 80% of our magazines’ web traffic comes from Google and Yahoo! search.