Amazon Music Loudness Normalization Arrives

From Saint Ian’s website – caught this on the Tweet Machine this morning:

Amazon Music Loudness Normalization Arrives – Production Advice

In related news I was dropped this the other day. The takeaway quote:

The least predictable (but not entirely surprising) resistance to externally mandated loudness controls seems to come from new, emerging “producers” and “mastering engineers.” In this new production paradigm/workflow—one mostly lacking a traditional professional infrastructure of managers or “gatekeepers”—these new “mastering” practitioners interact only with their respective artists. Many decisions in these relationships are invariably one-sided.

And that’s the disconnect: It’s not an overreach to say that artists are preternaturally insecure. After all, their job, if you will, is to absorb the heartbeat of the current culture … to translate this matrix of influences, not limited to affairs of the heart and politics, and blend in ideas, often abstract and ephemeral, then render it all musically. Does “accountability” have a place in the artistic zeitgeist? Does actual technical competence? What about an artist doing technical advocacy?

Loudness Normalization is the new Normal, so not making your mixes conform will only work against you and your art in the long run.

Learn, practice, and understand your craft if you want to have lasting appeal and longevity in the game.

Or just go for the Brass Ring, turn everything up to 11, diversify into anything and everything, and bitch about why you’re broke and unsuccessful after a year or so. The choice is yours.