This is huge.
On November 4, 2010, Earl Vickers presented his research paper at the 129th AES Convention in San Francisco with clear evidence that there is no connection between loudness and sales.
Don’t believe me ? Just watch the video above.
Earl is the first to admit that further research is need on the subject, but his conclusions are striking. Here are a few:
- Loudness is not correlated with sales figures
- Loudness has almost no affect on listener’s preferences when comparing different songs
- Listeners tend to dislike the side-effects of hyper-compression, and prefer more dynamic music
- Content trumps loudness, especially on the radio
Earl says it far better than I can – I strongly recommend you watch his video, and read more on his web-page here.
If you still think loudness is important, it may change your mind.