Roundtable: On the subject of sound
- Live team
- May 8
- 11 min read
Our esteemed panel of audio experts come together to discuss the ever-growing demand for immersive and high-quality live performances – and how such a weighty expectation has been fuelling advancements in audio technology
The Panel
Kai Detlefsen, Senior Ambeo manager, Sennheiser
Pieter van Hoogdalem, Business development strategist, Adamson
Kalle Hvidt Nielsen, CEO, DPA Microphones
Andy Rigler, Global head of sales, Void Acoustics Research Ltd
Filip Van Vlem, International PR and communications manager, AED Group
How has the audio sector changed in the last ten years?
Kai Detlefsen The audio sector has experienced a profound evolution over the past decade. Besides AI, XR and AoIP, immersive audio is one of the most significant shifts, affecting nearly everyone along the journey – everything from artists, production studios, integrators and rentals, content delivery and consumer electronics to adjacent industries such as automotive and education. Ultimately, the central goal of immersive sound is to increase a listener’s emotional connection with the experience and to support the artistic intent.
Spanning production and reproduction, immersive audio enables seamless auditory journeys from the initial point of true sound capture to the intimacy of personal listening. The widespread acceptance and adaptation of immersive audio technologies – we offer them under the Ambeo brand – is mainly due to their accessibility across everyday devices such as smartphones, headphones, in-car entertainment and sound bars.
For example, our Ambeo two-channel spatial audio solution has revolutionised streaming content by providing better immersion on any stereo playback system, meanwhile Sennheiser’s mobility solutions implement Ambeo technologies to create immersive in-car audio experiences.
Creating immersive content requires a blend of advanced technologies. Following a ‘capture to playback’ approach, the Sennheiser Group provides end-to-end solutions all the way along the audio production value chain. This includes Ambisonics and binaural microphones, Merging Technologies’ AoIP interfaces and Pyramix digital audio workstation, Neumann’s KH speaker range and a wide range of professional headphones from Sennheiser and Neumann.
Pieter van Hoogdalem We’re in the middle of a technological revolution in pro audio. Gone are the days that speakers were wooden boxes with a driver stuck inside. Intelligent speakers are the new norm, enabling more efficient and faster builds, and ultimate control of the room you are mixing in. At Adamson we build all the necessary parts in house: the boxes, the drivers, rigging, amplifiers and the software.
Andy Rigler Generally, in the smaller speaker segment of audio, the demand for ever-lower prices has seen audio become a price-driven commodity.
This has led to a plethora of new players entering the market, each making incredibly similar products to established brands’ offerings, meaning that all companies need to work even harder to communicate their unique value propositions to demonstrate why a client should not simply judge products based on price.
Customer expectations have also been affected via the likes of Amazon, where system component pricing can be visible, but an uninformed customer will not necessarily realise the true costs and value of a complete installation quotation. For larger audio systems, such as those used in the touring sector, the majority of the sales are now centred around very few manufacturers, usually driven by the technical riders. In the case of large installed audio systems, it is very common for a three-way discussion to be at play between the client, the installation team (consultants and integrators) and a select number of manufacturers, with a commercial partnership being the aim.
Kalle Hvidt Nielsen On the audio side, there has been a gradual change from analogue to digital processing, not only for the mixers, but also the microphones and PA systems.
Since streaming started impacting record/album sales, live performances have become increasingly more vital for artists, which has gradually put more focus on the quality of the audience experience. With live events being a much more important revenue stream for the artists, many tours also comprise multiple sets of gear and crew to be able to set up consecutive shows in different locations. As a result of this, much more attention has been placed on the need for high-quality sound equipment, such as microphones, speakers, mixers and other gear.
Immersive sound has also gained momentum in live concert and theatre performances – and there has been an increased focus on the visual aspect of the live shows, which has peaked over the past decade. We now see a new balance between audio and visual that will continue to delight audiences and concertgoers in the years to come.
Filip Van Vlem The last decade has been transformative for professional audio. We have seen a strong shift towards versatility, scalability and sustainability in speaker and sound reinforcement systems. Wireless tech, digital audio networking and digital signal processing advancements have greatly enhanced system control and optimisation. Moreover, compact yet powerful speaker solutions have become a key focus, as AV professionals demand systems that can easily adapt to different event sizes and configurations. At AED Audio, we have embraced this evolution with our Flex speaker range, a truly versatile solution that eliminates the need for multiple separate set-ups. The industry has also seen a growing trend toward shared economy models, where AV production companies prefer high-ROI solutions over excessive hardware investments, ensuring their gear remains in use rather than sitting idle for months.
What are the expectations of a 2025 audio set-up?
Filip Van Vlem In 2025, the industry expects modular solutions which can cover multiple applications while being cost-efficient and sustainable. Flexibility is key – companies don’t want to invest any more in several specialised audio systems with lower gear utilisation rates when one multi-functional set-up can do the job. The AED Audio Flex6, combined with the Solid15 and Solid28, provide a single, adaptable system that works for around 90% of traditional event requirements, ranging from retail to exhibition, corporate, concert or festival set-ups from ten to 10,000 people.
Additionally, seamless integration with networked audio protocols like Dante and AES67 will be standard, ensuring full compatibility across different systems. Sustainability will play a more significant role, too: lighter, power-efficient speakers with robust durability will be in demand to minimise the total cost of ownership and reduce environmental impact. The shift to smart inventory management will further encourage the growth of shared audio solutions among rental companies, optimising usage and reducing financial burden.
Kalle Hvidt Nielsen We will see a continuation of the analogue to digital trend, with the conversion focused more on microphones and PA. Meanwhile, more performances will incorporate wireless systems, which will enable artists to move freely around the stage.
We will also soon see the implementation of AI-based sound processing and sound generation on the live scene. This will be a megatrend that will continue to accelerate in the coming years as technology advances and artists begin to incorporate the technology into their performances.
We might also see the first tests of AI-assisted execution of live shows, such as with mixing, PA systems and lighting controls, among other things. This development will create a foundation for future technologies to take a broader role in live show execution.
Demand for immersive audio surges... although the extent can vary considerably, from subtle augmentation to completely defining the whole experience”
Kai Detlefsen Throughout many different live environments, demand for immersive audio surges – from concerts and festivals to immersive exhibitions or even product launch events. However, the extent can vary considerably, from subtle augmentation to completely defining the whole experience. Though individual solutions for live applications do exist, continuous innovation will be fundamental for creating overarching workflows and standards which span the entire signal chain, from capture through to playback.
The first key aspect to consider is adaptable speaker systems, which can overcome challenges such as speaker placement and room acoustics to ensure an immersion that engages the listeners.
Secondly, mixing desks are still an integral component in live environments. Multi-channel format handling and user-friendly access to extensive controls for adjusting the position of sound sources in a 3D space are needed to work in immersive environments.
Thirdly, reliable playback solutions are necessary. For example, Merging’s Ovation playback system offers extensive support for multiple immersive audio output formats.
Lastly, increasing XR integration drives the demand for seamless soundscapes, merging the real and virtual worlds. The key is to ensure that pre-recorded audio harmoniously blends in with real-life settings, using technologies like virtual acoustics and binaural audio alongside speaker playback to erase sonic barriers.
Is the sector able to combat ethical concerns over AI-generated voices and deepfake audio?
Pieter van Hoogdalem Concerns by stakeholders about AI-cloned celebrity voices and deepfake audio are justified. When considering how the current streaming industry has been shaped while creators were unable to make a fist against tech giants and record labels, it’s unsure whether these ethical concerns will be fully addressed. In terms of audio reinforcement, deepfake audio concerns are not especially relevant. Instead, new developments in AI provide exciting tools to make workflows more efficient.
Andy Rigler The implications of AI-generated images and audio are similar to other forms of copying or passing off seen in our industry over many years. I’m referring specifically to copied or ‘tribute’ audio products. For AI, the implications are the same: am I seeing or experiencing the real thing or a generated copy? Am I paying for something I believe to be the real deal and which, therefore, is potentially being misrepresented for financial gain?
AI, or other computer-generated audio and video output, can offer some great benefits and commercial opportunities. A good example of computing power is the Abba Voyage show, where no one attending would be under any illusion that the visual versions of Abba are anything but computer-generated avatars. This is 100% transparent and is generating work for the musicians in the live band, as well as revenue for suppliers and benefits for the members of Abba.
Where it becomes more problematic is when AI is used to replace voices instead of using session singers, for example. But we’ve been here before. When affordable samplers arrived, suddenly there was a perceived threat to live musicians being replaced by a sampler. While they did to an extent, samplers also opened new creative avenues for musicians. The key point for me is honesty coupled with a new creative use of technology.
Being a saturated market, what do AV consumers need to be mindful of when looking to build out their audio offering?
Filip Van Vlem The most critical factor for AV companies today is avoiding investment in multiple systems for specific applications, which results in lower occupation rates. The traditional approach of having different set-ups for various applications is inefficient and costly. Instead, businesses should look for modular and scalable solutions like the AED Audio Flex6, which can serve different roles with minimal adjustment.
Additionally, buyers must consider total cost of ownership rather than just the initial purchase price. Durability, ease of transport and set-up, power efficiency and multi-use capabilities all contribute to a system’s long-term value. Also, the industry is shifting towards rental and shared economy models, ensuring higher equipment utilisation and less financial strain. Companies should be mindful of compatibility with modern digital networking solutions and the sustainability of investment to ensure they’re future-proof in a shifting market.
The revenue coming from live performances will continue to be of high importance for artists, which will further drive the need for the highest-quality audio-visual tech”
Pieter van Hoogdalem Be mindful of your ROI before considering a brand: it’s a longtime relationship you’re starting. Investments in high-end professional audio equipment are costly and you need to look beyond the lifespan of your current rigs. Will this brand still be around? Do they invest in technological advancements, and will they be able to stay ahead of the curve?
Kai Detlefsen Creating a comprehensive audio offering isn’t just about selecting equipment; it’s a strategic process that should align with the customers’ needs and wants. This understanding shapes all decisions, driving choices toward solutions that fulfil present needs, all while anticipating future developments.
Compatibility with existing audio infrastructure is a deciding factor. Products conforming to established audio standards will likely offer seamless integration with your current set-up and ensure your system remains flexible and scalable in a competitive market.
Beyond the scope of the kit, technical support and after-sales service becomes decisive for the long-term performance of a system. Reliable customer service ensures peace of mind.
What trends can we expect to see in the sector this year?
Andy Rigler At a high level, I see scope for more consolidation in the industry, be it manufacturers acquiring others or mergers within the integration or rental sectors. Economic and structural factors are at play here. Post-Covid, certain companies had found themselves in a position where they were attractive to new owners, but additionally structural complications around tariffs and new trading conditions have meant that companies are revising strategies to adapt to the new environment.
This might mean operating out of mainland Europe in the case of a UK-based company, post-Brexit, or perhaps moving manufacturing facilities to optimise the supply chain. But from a purely audio perspective, I can certainly see immersive experiences continue to grow, both in the live context but also in home applications.
A pleasing trend seen within my own family is renewed appreciation for higher audio quality – even if, in the case of my son for example, it means moving away from low-bit-rate streamed audio to vinyl. Vinyl sales will continue to grow over 2025 and, while I do not buy into the ‘it’s the best audio quality’ argument, I do see the value in the better-than-MP3 audio quality. Plus, most importantly, the revival is providing an increased – and much-needed – income stream for retailers, artists and labels.
Kalle Hvidt Nielsen The revenue coming from live performances will continue to be of high importance for artists, which will further drive the need for the highest-quality audio and visual technologies. To make live experiences better, immersive audio will become more common.
In the coming years, we will see more use of AI to process the audio and assist in executing live shows. Many high-end PA providers, such as D&B, L-Acoustics, Meyer Sound and others, already have immersive PA solutions – and sound processors and wireless transmitters with geopositioning have since been announced. Incorporating these new technologies into live performances will enable unique experiences which were previously only available in formats like cinemas or more advanced home video settings. AI will create surprising and impressive audio experiences that have not even been thought about yet.
Kai Detlefsen We expect a continuing rise of immersive audio solutions across the whole audio chain. As businesses and consumers seek more immersive experiences, solutions with immersive soundscapes that tell stories and evoke emotions will gain more traction.
Secondly, the growth of virtual and, especially, augmented reality is sure to continue as both technologies mature and require solutions to match the visual experience. Immersive audio solutions that can deliver 3D sound for VR and AR will see increased demand.
Artificial intelligence will further impact future hardware and software solutions to enhance various aspects – from audio quality and customisation to overall user experience.
Finally, the adoption of audio over IP is projected to rise, especially in professional environments, and pave the way for new cost-efficient solutions and production workflows.
Filip Van Vlem One of the biggest trends is a shift toward multi-functional speaker solutions that offer higher ROI, flexibility and efficiency. Companies are moving away from single-use, specialised audio systems and toward modular set-ups like our Flex6, Solid15 and Solid28, which adapt to different applications seamlessly.
Additionally, the shared economy keeps growing – rental houses and AV companies are increasingly prioritising equipment utilisation over ownership. Sustainability is another key factor – there’s more emphasis on energy-efficient, durable and eco-friendly speaker systems.
Lastly, digital networking and software-driven enhancements will keep improving efficiency, making remote management, automated optimisation and cloud-based audio control more common in professional AV set-ups.
Pieter van Hoogdalem Immersive or spatial audio is developing at a high rate. You could argue it is still in its infancy and there is a learning curve, especially for live situations, with a completely different approach by object-based mixing. We’ll see this being adopted throughout the industry in the next and following years.
While this issue looked at sound, our last round table dove into lighting. Find out more in LIVE's article about the luminaries of LED.
This feature was first published in the Mar/Apr 2025 issue of LIVE.
