It’s the question we all dread.
You finished the master, everyone is really happy, and then they hit you with it:
Can you just make it a bit louder ?
Because even though we know that loudness is pointless, even though we know that if you want to sound louder on YouTube, or Apple Music or Spotify or anywhere, the answer is to master with balanced dynamics – no-one else believes it yet.
The artists don’t believe it
The labels don’t believe it
The producers don’t believe it
The A&R people don’t believe it
And plenty of mastering engineers still don’t believe it, either !
Even though we know that:
No-one believes us.
They’ve bought into the myth, they’re feeling the FUD.
Luckily, they don’t have to believe us, because now we can show them. Quickly, and easily.
This strategy is free, non-techy and simple to implement.
Here it is: [Read more…]
So from now on you’ll hear more consistent playback volume from videos on YouTube, regardless of how “loud” they were when they were uploaded. To read more about what this means, and why it’s important, click here.
The news has had a fantastic, positive response from almost everyone.
But there’s a problem, as I mentioned in my original post.
And I’ll get to that in a minute.
First, I should be clear that everything here is based on research and speculation. As far as I know, there has been no official word from YouTube about normalisation at all. Which means…
Some of what I say here will probably be wrong, or go out of date really fast. But for now, here’s what (I think) we know.
It may not look like much, but if you’re involved in music production, recording, mixing or mastering, this image could be the most important thing you’ll see all year.
It’s the loudness output of a YouTube playlist, as measured by the MeterPlugs LCast loudness meter.
First – it’s quiet. The loudness levels are all quite low, especially by modern “loudness war” standards.
Second – it’s very consistent. More importantly than the low loudness, they’re almost all playing at the same loudness.
Four of the biggest hits of the last couple of years, maybe even THE biggest – in fact “Uptown Funk” is already on course to be the biggest seller of 2015.
What do they all have in common, apart from Pharrell ?
(OK, he didn’t actually have anything to do with “Uptown Funk”, but he HAS worked with Mark Ronson recently…)
Melody ? Hooks ? Groove ?
Sure, but that’s true of any pop hit, and always has been.
The less obvious answer ?