MQA is Dead: Lessons in Bad Marketing from Audiophile World

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SUMMARY

The discussion centers on the failure of the MQA (Master Quality Authenticated) audio format, which was criticized for its convoluted marketing and unnecessary technical requirements, such as special decoders and watermarking. The author highlights a recently published paper that provides more technical details about MQA, revealing that it essentially functions as a band-limited signal that can be replicated using FLAC with bit-freezing techniques. The consensus is that MQA's downfall serves as a cautionary tale about how effective ideas can be undermined by poor marketing strategies.

PREREQUISITES
  • Understanding of audio formats, specifically MQA and FLAC.
  • Knowledge of digital audio concepts like bit depth and sample rates.
  • Familiarity with audio decoding and the role of DACs (Digital-to-Analog Converters).
  • Awareness of marketing principles in technology products.
NEXT STEPS
  • Research the technical specifications and limitations of MQA.
  • Explore the FLAC compression algorithm and its features, particularly bit-freezing.
  • Investigate the role of DACs in audio playback and their compatibility with various formats.
  • Analyze case studies of successful and failed audio formats to understand marketing impacts.
USEFUL FOR

Audiophiles, audio engineers, marketers in the tech industry, and anyone interested in the evolution of digital audio formats and their market reception.

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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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For the life of me, I don't see what Lenbrook is doing with MQA. I am sure they have a plan and their BlueSound Node is one of my favorite products in the audiophile market today but I don't get what they are doing with MQA. Perhaps over time, I will see the light but when we review DACs, lots of my staff mention that the audiophile DAC doesn't support MQA. Is that a big deal anymore? When I am doing a DAC review it isn't but that's just me, what do you think.

Jerry Del Colliano
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FutureAudiophile.com
 
They say that Betamax videotape was like that. I dunno one way or the other. It was endorsed by Martin Mull...
 
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