Many industries have been impacted negatively by Covid-19, and among those who are hardest hit are those in the entertainment industry. Many upcoming artists and content creators have to work very hard to create their content without having access to studios or producers, and this is what makes the Dolby On app such a life saver. We caught up with Ashim Mathur, Senior Marketing Director, Emerging Markets, Dolby Laboratories to find out just how this happens.
Can you please give us a brief background on Dolby?
Dolby Laboratories (NYSE: DLB) is based in San Francisco with offices around the globe. Dolby transforms the science of sight and sound into spectacular experiences. Through innovative research and engineering, we create breakthrough experiences for billions of people worldwide through a collaborative ecosystem spanning artists, businesses, and consumers. The experiences people have – with Dolby Vision, Dolby Atmos, and Dolby Audio – revolutionize entertainment and communications at the cinema, on the go, in the home, and at work.
- Why has Dolby decided to enter the South African market?
Dolby has been working in the South Africa market for a number of years with our partners. Our technology has been there in multiple consumer entertainment devices enhancing consumer experiences for a long time.
- Please tell us about the Dolby On app, how does it work?
Musicians and content creators today do not have an easy way to capture great sound. They have two choices: easy or good. Good is rarely easy, and easy is seldom good. Dolby On is changing that with an easy-to-use free app powered by multiple years of audio innovation. With the Dolby On app, musicians and content creators can now capture their ideas and inspirations, as they strike, and then turn them into shareable content for their friends and collaborators, in amazing Dolby sound.
Dolby On delivers powerful audio processing to your phone and tablet with one-tap recording, making it easy to capture amazing sound quality with only your device. Creators can now record and livestream, both audio and video, with exceptional Dolby sound. The application analyzes your music and automatically applies just the right touch of EQ, compression, noise reduction, stereo widening, and more. Dolby On users can also record and export audio files in lossless .wav format.
There are plenty of ways to apply effects like EQ, compression and noise reduction to recordings to make them sound better. Our technology will actually analyze what’s being recorded and apply these effects based on the context of the recording.
- Will you be making any additions to the Dolby On app such as allowing for pre-recorded files to be uploaded and edited on the app?
Yes, the Dolby On app for iOS allows users to import files from the library on their phone to take advantage of all of the audio goodness provided by Dolby On. Just select the file you wish to import from the library on your phone and select Dolby On as the share destination. The file will be added into the Dolby On track list.
- Does Dolby have any plans to work with creatives in South Africa on more than just the Dolby On app?
Dolby has been working with the content creation industry for a number of years, enabling them to create spectacular entertainment experiences. We are looking forward to the content creators and artists using the Dolby On App and empowering them to make their statement with amazing sound quality, anytime and anywhere.
- What should consumers be on the lookout for from Dolby? Are there any new products on the way?
The audience of today is seeking memorable and spectacular experiences wherever they go. So, the need of the hour is to offer them immersive experience which stays with them long after they have turned the screen off. Our goal will continue to offer experiences that bring entertainment to life while redefining the sound landscape.
- Many apps that are similar to the Dolby On app are available on the market for a cost, however the Dolby On app is free. Why is this the case?
The Dolby On app is to support musicians and content creators today who don’t have an easy way to capture great sound. We are not looking at monetizing the app.
- What are some key factors consumers should consumer consider when choosing Dolby TECHNOLOGY ENABLED products?
At Dolby we try to create spectacular entertainment experiences for the consumers with our technologies, working with our partners across the globe. We work end to end – which means we work with the content creators, distribution partners and device makers , thus enabling this end to end ecosystem with our technologies. The consumers get uncompromised experience whether they are in cinemas or in their living rooms or on the go. Our endeavour is to continue to create these spectacular experiences around the world.
- Is there anything else you would like consumers to know?
Dolby advances the science of sight and sound to create and enable spectacular experiences across cinema, in the living room, at work or on the go. Dolby brings innovations to people through collaborations with artists, the film industry, A/V companies, businesses and others worldwide. We have collaborated successfully with several OEMs, services and content creators to deliver the ultimate entertainment experience to our audience. We work very closely with several stakeholders in the content creation chain, right from directors, to sound mixers, to build strong collaborations and create spectacular consumer experiences.