March 2014
The "Good Life" Lifestyle... What's Missing?
Article By Craig Allison Of Lavish Theaters
Let's face it folks; some
people have the money to create and maintain privileged lifestyles that include
meaningful upgrades in almost every area of life. The list is lengthy: Organic
food and fine dining, nice clothes made from non-synthetic materials,
automobiles the rest of us just drool at, exotic vacations, symphony attendance,
exclusive organization memberships, employees to lift virtually the entire
burden of housekeeping etc., lovely, artistic landscaping, health club activity
plus the time to use it, and a degree of freedom in choice of activity and
scheduling that escapes me for one, and I'm just part of a large group. Oh, and
one other item goes along: magnificent residences filled with state of the art
kitchens, expensive furniture, carpets, and costly artworks of almost any type,
genre or era. Whether it's the 1 percent or the 10 percent, the rest of us just
aren't in that statistical category. But don't get me wrong, I'm not
complaining, just observing. The truth is that affluence can and does bring on a
host of knotty issues that less exalted economic and social status precludes. So
what's the point of the polemic here?
Maybe prioritizing a nice stereo properly set-up
in your home today is analogous to Prime Minister Nehru's famous dictum that "religion
is the crutch of the masses." Now you must really be wondering if I've got any
working marbles. Why would I say that, most folks today don't even know who
Nehru was?
Here's why: For over thirty years, I have
sold, serviced and visited countless hi-fi clients living in a wide range of
material circumstances, the only common bond being a love of music and other
entertainment media. I have sold nice stereos to hippies living in home-made
cabins in the woods. I have sold nice stereos to a large and surprisingly middle
class market, not just folks who could buy top shelf if they wished. I've also
been lucky to do enough top-level work that I have been given "carte blanche" to
design and personally install a number of #1 stereo systems, and yes, those were
the expensive kind, but purchased as essential lifestyle elements by their
affluent, sophisticated, very intelligent owners. Nobody is going to tell them
they shouldn't, either. I repeat, essential lifestyle elements, not plush toys.
Yet many "Good Life" adherents who have reaped a fortune are clearly missing
this magical constituent element, and may not even know it! Why?
Strange but true, there is no implied correlation
whatsoever between a high-end lifestyle and ownership/appreciation of a true,
top-notch stereo music system, even though such a correlation clearly exists in
all the other lifestyle areas I mentioned at the top of the page. Today, that
‘custom' client is often pointed towards architectural audio, i.e., a
not-inexpensive background music-type system with MP3 piped in through speakers
located in their high, angled ceilings, that they are able to control with an
I-phone. The entire experience is as much about simple (?) control as it is
sheer pleasure. Now don't get me wrong, having a constant musical ambiance on
your property is quite nice, but these systems do not come close to the general
quality level of such exalted lifestyles, nor do such even begin to provide the
real and truly profound musical rewards available. It is troubling to me that
this consideration is so rarely put on the table, so to speak.
I guess I'll have to take the rap for outing this
disconcerting reality. Considering my rare position as the operator of the
high-end audio division of a successful CI company, I want to make clear that I'm
not complaining or criticizing anything here. I'm just asking a valid,
worthwhile question to which I have no immediate answer.
Shouldn't such lofty and lucky folks be
encouraged to have both; who is dictating priorities here? I wonder.
When you ask any prospective client a casual
question to which their unsolicited response is ,"We just love music," there is
your qualifier, period, to incorporate from the embryonic point of system
design, a real, two loudspeaker stereo that can immerse them, relax them, and
make them feel good in a way that no lower-fi background music in the universe
could, from bang per buck stereo to perfectionist efforts. This first and
crucial message must come from the electronic system designer, the person at the
top, not the house audio specialist.
Considering that the custom installation business
began in small hi-fi stores, it only makes sense now to come full circle in a
big way; custom outfits will benefit their clients, their business, and the
specialty hi-fi business by taking this stance. For so many reasons, it is now
the custom outfits that should be carrying the real Hi-Fi ball to their
increasingly upscale client base. (Perhaps a CEDIA panel should discuss this.)
In these custom systems, most of the operable
devices are more like appliances than cultural entertainment providers; why
should they all go together anyway? The entire experience is biased much more
towards control than deep pleasure. Folks don't put masterpiece paintings on
articulating wall brackets any more than their musical pleasure should be
sublimated to pool/spa control.
So here's the scenario: outrageous sculptures or
impressive paintings are prominently displayed, super-expensive furniture is
precisely positioned on exotic rugs, but just one pair of gorgeous, stylish
top-end loudspeakers positioned properly in one of several beautiful spaces
found in these large homes is somehow seen or thought of as an undesirable or
even ostentatious (!) adjunct. Pardon me, but WT-? I already know from long
experience that the room with the sweet two-channel stereo also becomes the real
adult sanctuary, not just for music, but also maximum relaxation, personal
conversations, and deep thought. The Home Theater room can be big, big fun, but
is essentially a single-purpose, video-based environment, and is not usually
used for deep thought, close communications etc., but splashy social occasions
instead. I have seen this real-world scenario manifest so many times.
There's some type of mis-direct at work here,
methinks, based on generalizations that may or may not apply.
First of all, simplistic analyses of complex
situations don't work for me. It's like saying "digital audio is just zeroes and
ones, how could there be differences you can hear?" (Please, that one, never
again!) I'm sorry, but my worldly experience and awareness of diversity preclude
painting broad brush strokes over the population as a whole.
Second, I'd like to address every CEDIA member
organization on the subject of "Luxury Goods sales 101." People make
discretionary purchases based on emotion
and then rationalize those decisions with LOGIC; I've seen this happen in a
matter of minutes. What better way to arouse emotion than a sensitive, thrilling
demo of chosen music on a great two-channel system. Just this last year our
custom technology company, of which Lavish Hi-Fi is my part, closed or aced
several large projects by first designing and installing gorgeous sounding,
stylish-looking music/cinema systems as the qualifier for the rest of the entire
custom project. These "big fun" systems got the emotions going; the rest of
these whole estate projects then flowed much more comfortably. I am surprised
and a bit let down that these fundamental paths are not taken as a rule, or if
they are, without that transmittable, infectious enthusiasm for the end
experience that clients can sense and feel emanating from the company principal.
Pardon the quip, but one cannot sample most of life's very best experiences
through a telephone, although you sure can access many practical solutions to
everyday life. But why should culture, art, and tech solutions necessarily be
bedfellows in the first place? Because they can be controlled by a phone? Wow,
that's a chilling thought.
I haven't come across a "Paint Sistine Chapel"
I-phone app, and I don't expect to. Somebody very famous would be turning in his
grave, I'm sure. And you can check out the Rolling Stones for fun on you-tube,
but you'll never get really close to the magic of their best recordings or
legendary performances that way.
Until streaming high resolution audio becomes the
norm, and it's coming soon, the seemingly banished "physical media", (a phrase I
detest BTW,) still offer the most profound, artistically rewarding experiences.
The statistically real and heavily publicized resurgence of vinyl LPs should
squash any thoughts that ‘folks don't listen like they used to.' Bunk, I say,
they simply must be carefully, professionally exposed to the full experience.
Then and only then is someone in a position to make their own choice. Steering
them down a pre-set path simply represents a built-in agenda.
Of course, not many modern custom installation
companies offer high-end stereo conveyed by an experienced and caring operator.
After all this, I am lucky to be in exactly that rare position.
Let's approach this from a different tack now...
On the subject of stress reduction, presumably a
major need for big financial movers and shakers, it is scientifically proven
that listening to music reproduced at low distortion as a sole activity can
lower blood pressure, provide the most enjoyable method of universal cultural
contact, and the deep emotional satisfaction therein derived. Unless the 1%-ers
want to start meditating and chanting their mantras, this group seemingly
ignores what should in fact be the most logical of progressions. Great home,
great everything, so I am rather curious as to why they far too often leave
great sounding music in their home off the list? One room with clean, big,
natural sound coming out would also fill their highly-reverberant, tile, glass
and hardwood interiors in a more enjoyable manner than the tinkling of
background music way above their heads.
Yet my questions remain. Almost everyone knows or
has read that there are legitimate wellness benefits to clean music listening as
a sole activity. Yet the cream of our electronic consumer base is often
surprisingly void of an experience that so many around the world prize as an
essential lifestyle element. My mind boggles, and little high-end shops are on
the endangered species list while another $50 bottle of wine is poured
accompanied by the tinkling from up there somewhere.
The antidote is always the same: the truth,
expressed purely and simply. I have been both praised and vilified for this at
different times.
I was so glad to come across Audio Lifestyle
Magazyn , from Europe, on Facebook recently, because it consistently shows two
things: One, the revelation that there is a genuinely appreciable aesthetic to
high-end gear properly set-up that requires no more or less domestic
accommodation than a new artwork, and Two, that the coupling of lifestyle and
the top-notch sonic/music experience I speak of are in fact understood and
manifested by upscale folks in numerous other parts of the world, Europe and
Japan in particular. So what is going on here? Without pointing fingers, let me
simply say I have spent 30 years working in two very affluent counties, and
continue to encounter this bewildering discontinuity as the stock market soars.
While only big bank accounts can commonly buy big
bucks toys, the majority of genuine higher and high-end gear I have joyfully
purveyed during this 3 decade period has been purchased by more or less
middle-class folks who simply prioritize ownership of quality, non-disposable
audio products and daily deep enjoyment of music. They'd rather have that
Conrad-Johnson pre-amp, or those Kef loudspeakers, or those Audience speaker
wires, than other items that could use up their limited discretionary budget.
And they always tell me that once the nice stereo arrived, much less
questionable TV programming is viewed, and they wished they hadn't waited so
long. This is why my faith in the power of music and fine audio quality, though
challenged at times, never ultimately waivers. Many folks in many locales feel
the same way as do I.
We might want to take yet another lifestyle
lesson from the Europeans, who are still far more involved with music enjoyment
than we are here. Without good European distribution, many audio specialty
companies would be in trouble today. The United States' obsession with "fast" is
also laughed at there. Maybe they know something we've forgotten and seriously
need to remember. The artistic and musical traditions go back so much further
over there, and that may well form a good part of those cultural roots that
continue there today, lacking here.
I'd love to be wrapping this up by waving a magic
wand, but the entire raison d'etre
of this piece is unfortunately a question. When quality
is the main lifestyle focus in every category that can be improved given
abundant funds, why is the quality of sound and pleasure of musical experience
being neglected or de-prioritized? Every conscionable system designer, custom
installation professional and related parties should emphatically recommend and
pursue the sale and installation of a high-quality two-channel stereo to every
single client who contacts them about a major residential project. Why should
we, pros' ask, it will be so much less installation work than the muzak-type
system? If you can't come up with the very simple, non-negotiable answer, that's
not a good sign, but here it is anyway: Even with all the systems integration
work, video security, pool, spa, lighting and climate control, etc., providing
our dear and sophisticated clients the means to this singularly profound and
wellness-enhancing musical experience that can be repeated over and over in the
comfort of their luxurious residences is the
very best thing we can do for our custom clients, 365 days a year. I
challenge any contradictions to this belief.
If a fine stereo isn't part of your own "good
life," you owe it to yourself and your loved ones to bring one of technology's
most unquestionably positive, human achievements home and find out just how
important and life-changing this lifestyle upgrade can be. May the 1%-ers please
lead the way!
Lavish Theaters