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Adcom - New England's Advertising Journal

Digital: the (sound)wave of the future

by Karen Sullivan

[excerpt] Across the country, sound is being created and processed digitally. In fact, incorporating sound into film or video on analog tape has almost become obsolete because of the quality and expedience of digital audio.

Luckily, for New England agencies and companies, theres a wide range of resources right in our own backyard.

Jay Rose, owner of a one-man operation, houses his studio (which he calls his Digital Playroom) a couple of feet away from the living room of his Brookline, Mass., home.

Rose works with agencies as well as such national corporations as AT&T and Group W Broadcasting. He creates sounds, edits and mixes audio for commercials, training tapes and film scores at his digital workstation. The studio acts more as a post-edit suite than a recording studio. In fact, he does no music recording. If need be, he'll record directly to digital audio tape (DAT) at another sound studio and go back to his studio for processing.

In a spot for the announcement of Rush Limbaugh's move to TV, Rose and a composer friend designed a spot using an announcer, a choir, and people talking. Each laid down different instrumental tracks using synthesizers and recorded them on digital tape. They then recorded the choir, a speaking choir, and Rush separately, and slid them over the instrumental tracks using a digital editing system. "The synthesizers have a real sound, when they're used properly and with orchestral sensibilities", says Rose. "They don't sound electronic, and I can combine my library music with the synthesizer music."


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