The term "industry standard" is often thrown around in professional circles, but what does it really mean? We explore what the term really means, how some products attain such lofty heights, and if it’s possible to lose the crown.

In Short

In the context of music and post-production, an industry standard is a product or tool that has become the de facto choice among professionals. These tools are widely accepted, highly trusted, and often form the backbone of the industry's workflow. They set the benchmark for quality, functionality, and reliability.

The Evolution of Industry Standards

Historically, certain products have claimed the title of industry standard due to their groundbreaking capabilities and widespread adoption. A prime example in the music industry is Pro Tools. Developed first by Digidesign and then later acquired by Avid Technology, Pro Tools quickly became the go-to DAW for recording and mixing professionals. Its robust feature set, combined with powerful hardware integration, made it indispensable in professional studios.

However, as the industry evolves, so too do the tools and products deemed essential. Diversification within the industry has led to different products being crowned as industry standards within specific niches. For instance, while Pro Tools remains a staple in professional recording and mixing facilities, other DAWs like Logic Pro and Ableton Live have emerged as standards in their own right for songwriters, composers, and live performers.

Diversification of Industry Standards

Logic Pro

Apple's Logic Pro has become the industry standard for many songwriters and composers. Its comprehensive suite of tools, user-friendly interface, and seamless integration with macOS have made it a favourite among musicians who focus on composition and production. Logic Pro's extensive library of sounds, virtual instruments, and effects provide everything needed to create professional-quality music.

Ableton Live

Ableton Live, on the other hand, has carved out a niche in the world of electronic music and live performance. Its unique session view allows for non-linear music creation, making it ideal for DJs and electronic music producers. The software's real-time capabilities and intuitive interface have established it as the standard for live performances and dance music production.

In addition to DAWs, other specialised tools have emerged as industry standards within their domains. For example;

iZotope RX

iZotope RX is now synonymous with audio repair and restoration. So much so, that whenever audio professionals need to fix bad audio they will often say “let’s RX it!” That’s close to using the term Google for search or Hoover for vacuuming the house. RX’s advanced algorithms and intuitive interface make it the tool of choice for fixing audio issues, whether it's removing background noise, clicks, or hums. For many years professionals in both music and post-production have turned to RX for its reliability and precision.

Spectrasonics Omnisphere

Spectrasonics Omnisphere is widely regarded as the industry standard in the world of plug-in virtual instruments. Its vast and versatile sound library, combined with its powerful synthesis capabilities, make it an essential tool for composers and producers across various genres. Omnisphere's ability to produce a wide range of sounds, from realistic acoustic instruments to innovative electronic textures, ensures its place in professional studios. The plugin's seamless integration with hardware synths and its user-friendly interface further contribute to its status as a must-have instrument in the music production toolkit.

Synchro Arts VocAlign

Synchro Arts VocAlign has become the industry standard for audio alignment. This tool is crucial for synchronising vocal tracks and ensuring tight timing between multiple takes fast. VocAlign's ability to automatically align audio with precision saves significant time in the editing process, making it indispensable for both music and post-production professionals. Its reliability and effectiveness in achieving professional-grade results have cemented its place as a standard tool in studios worldwide. It is also one of the oldest plug-ins around, first announced in 1995!

The Criteria for Becoming an Industry Standard

What makes a product an industry standard? Several factors contribute to this status:

1. Adoption by Professionals: Widespread use by industry professionals helps cement a product's status. When leading studios and professionals adopt a tool, it gains credibility and trust within the community.

2. Quality and Reliability: The product must consistently deliver high-quality results. Reliability is crucial in professional settings where any downtime can be costly.

3. Innovation: Continuous innovation keeps a product relevant. Regular updates, new features, and improvements ensure that the tool meets the evolving needs of its users.

4. Support and Integration: Strong customer support and seamless integration with other industry tools and workflows are essential. A product that fits well into existing setups and offers robust support is more likely to be adopted widely.

The Rise and Fall of Industry Standards

Becoming an industry standard is one thing; maintaining that status is another. A product can lose its crown if it fails to innovate or adapt to changing industry needs.

Pro Tools remains a powerful tool, but its dominance has been challenged by other DAWs that offer more flexibility, user-friendly interfaces, and innovative features. For example, the rise of products like Studio One, Ableton Live, and Bitwig can be attributed to their continuous innovation and responsiveness to user feedback.

In the world of photo manipulation, Adobe Photoshop is a quintessential example of an industry standard. Its comprehensive toolset and unparalleled capabilities have made it indispensable for photographers, designers, and digital artists for decades. However, even Photoshop faces competition from emerging tools that offer more accessible pricing models or innovative features tailored to specific tasks.

It’s interesting to see that many brands that have products regarded as ‘industry standard’ aren’t churning out new products, instead working hard to perfect the products that already exist. It’s a sobering lesson for those brands who have a constant stream of new products, whilst sometimes leaving previous releases largely forgotten, professionals respect brands that go deeper rather than wider.

The Future of Industry Standards

The industry standards of today may not hold the same position tomorrow. The rapid pace of technological advancement and the ever-changing needs of professionals ensure that the landscape is always shifting. Even some of the products we’ve called out as examples in this article are facing challenges.

For a product to maintain its industry standard status, adaptability and continuous innovation are crucial. Companies must stay attuned to the needs of their users and the direction of the industry. Regular updates, new features, and responsiveness to user feedback are essential strategies for staying relevant. Put simply, if one sleeps on the job and fails to innovate it doesn’t take long for another newcomer to start eating their lunch.

Cross-platform compatibility is becoming increasingly important. Professionals often use a variety of tools and platforms, so a product that can seamlessly integrate and operate across different environments is more likely to be adopted widely.

Marketing Hype Or Rightful Claim?

The term "industry standard" signifies more than just widespread use; it denotes a level of trust, reliability, and innovation that meets the high demands of professionals. As the music and post-production industries continue to evolve, so too will the tools and products that define these standards. While some of the products named in this article are current benchmarks in their respective fields, their continued dominance will depend on their ability to innovate and adapt, and continue to show customers they care.

The term is more than simply marketing hype, in many cases it is a rightful claim to make when widespread adoption takes place. However, in a world of innovation and where customers can voice their opinions and generate support more easily than ever, any brand who takes the term for granted may have a rude awakening.