MQA is Dead: Lessons in Bad Marketing from Audiophile World

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Hi All

Some may know I am an audiophile.

A few years ago, with a lot of hype and no small measure of BS, a new format appeared, called MQA. It created a lot of controversy for various reasons like the need for a special decoder, watermarking of the audio, bit stacking, and a special light on the DAC that came on with MQA material supposedly indicating you are getting what the audio engineer intended (o0)o0)o0)o0)o0)). To be blunt, I found the marketing around it somewhat obnoxious. I did investigate how it worked, but the full detail was hard to find. I liked it for what it's worth, but some didn't. That's nothing new in high-end audio.

Anyway, they are now bust. IMHO, it is a lesson in how marketing BS can destroy what is not a bad idea.

Now it is a bust, a paper has been published with more of the technical detail of MQA, which wasn't easy to find previously:
https://www.aes.org/e-lib/browse.cfm?elib=20456

It is an updated version of a previous one that had less detail.

The reason I posted it is that MQA stated (I think in Stereophile) that well over 99% of the material, when they chop off and dither the noisy bottom bits, there is nothing above 48khz left, so it is just a normal band-limited signal - but band-limited using a sneaky method and can be transmitted at 96k using a common compression algorithm called FLAC. FLAC has an interesting feature. If, say, a 24-bit source is used and you set the lower 8 bits, to zero, then it compresses to the same size as if it was 16 bits. It is called bit freezing. No sneaky origami, etc., is required; use FLAC with bit-freezing, and you have MQA without the BS - just an unusual way of band-limiting material distributed at 96k that supposedly reduced time smear. It doesn't matter what the sample frequency was before - these days, masters are often done in 2xDSD or even 4XDSD it is easy to convert it to 96k with just the higher frequencies that acually contain noise attenuated a bit. For the very few cases where some musical detail is chopped off, you go to 192k Flac. Sure, the material above 24khz is slightly lowered - but that is way above audibility.

If they had done that, you would not need special decoders, watermarking the audio, this authentication stuff lighting up a stupid light and all the rubbish around it, i.e. no BS. It might have succeeded then.

It is an example of how a good idea can be ruined by bad marketing.

Thanks
Bill
 
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Reminds me of something popular in The Old West here in the US.

(per Google)

View attachment 331882 snake oil​

/ˈsnāk ˌoil/

noun
a substance with no real medicinal value sold as a remedy for all diseases.

Traveling salesmen would go around, making short stops in various towns, and put on a show trying to sell their 'Magic Cure for [enter your condition - whatever it is].'
 
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Related to MQA is Dead: Lessons in Bad Marketing from Audiophile World

What is MQA, and why is it considered "dead"?

MQA, or Master Quality Authenticated, is a proprietary audio codec designed to deliver high-resolution audio in a more efficient, smaller file size. It is considered "dead" due to widespread criticism from audiophiles and industry experts who argue that it doesn't deliver the promised audio quality improvements and often involves controversial licensing and playback restrictions.

What were the main marketing mistakes made with MQA?

The main marketing mistakes included overhyping the technology's benefits, failing to provide transparent technical details, and not addressing the concerns of the audiophile community. Additionally, the licensing model and the requirement for specific hardware or software to decode MQA files alienated many potential users.

How did the audiophile community react to MQA?

The audiophile community largely reacted negatively to MQA. Many felt that the claims of superior audio quality were exaggerated and that the technology introduced unnecessary complexity and costs. There was also significant backlash against the proprietary nature of MQA and the perceived lack of transparency.

What lessons can other audio companies learn from MQA's failure?

Other audio companies can learn the importance of transparency, listening to customer feedback, and avoiding overhyping their products. It's crucial to provide clear, evidence-based information about the benefits of new technologies and to ensure that any new solutions do not introduce unnecessary complications or costs for the end-users.

Is there any future for MQA, or has it been completely abandoned?

While MQA has faced significant setbacks and criticism, it has not been completely abandoned. Some streaming services and hardware manufacturers continue to support MQA. However, its future remains uncertain, and it will need to address the criticisms and adapt to the market's demands if it hopes to regain trust and relevance.

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