You are here:  Home  >  Insights  >  Virtual Instruments  >  Current Article

L. A. Scoring Strings

By   /   March 2, 2009  /   No Comments

Despite a deeply troubled economy, Andrew Keresztes and his Los Angeles Scoring Strings demonstrates that entrepreneurship is still alive.

The news is not good from California. IOU’s are being sent out instead of tax refunds. Home values are sheering down. Unemployment is way up. California sales tax is up and it’s the highest in the nation. Good paying writing gigs are getting harder to find. As one composer said to me the other day, “It’s tough out there.”

Yet, at a time when people are feeling scared and new business start-ups aren’t too plentiful, unless you’re unemployed and having launched by default a new consulting firm, the spark of entrepreneurship is still alive in California as composer Andrew Keresztes plows forward with the development and soon-to-be released L.A. Scoring Strings.

Sample library developers don’t usually catch the PR eye of Governor Schwarzenegger’s office, especially lone wolves cloistered in a back room programming the computer for all it’s worth, unless, of course, you’re Apple and what you’re doing will create a dozen or so jobs. Then you get noticed. And you might even get a cigar.

With Andrew Keresztes it’s probably not likely that the Governator will notice, much less part with one of those imported stogies of his. Nonetheless, the work Andrew’s doing is still a light in the forest, a flicker that entrepreneurship isn’t dead yet, that Yankee ingenuity is alive and well, that one man working alone by vision, grit and determination can make a constructive, positive difference if he decides, too. And, by golly, that just might happen.

Programming alone in his studio, he is the alchemist seeking to turn dust into gold. For composers the world over, the results of such alchemy would be a string library that can really do divisi writing, which is the technique of breaking strings into smaller groups to play more vertical harmony. It’s the sound behind Frank Sinatra, Nat “King” Cole, Tony Bennett. It’s the sound perfected by Henry Mancini and deftly deployed by Wagner and French composers like Debussy and Ravel to create lush rich backgrounds, foregrounds, and spectacular effects and sounds that present time sample libraries can’t do. Oh wait, they can do them, but it makes your electronic strings sound like an organ. So a composer is compelled to have lots of sample libraries and lots of patience to manage the editing skills required to recreate these textures electronically.

For a composer having a string library that can really do divisi is like finding the Holy Grail and then drinking wine from it. That’s because it means that sample technology will finally enable a composer without access to an orchestra to reveal what he or she is really capable of writing. It’s also Flight because it’s going from the Sopwith Camel on Tuesday morning to the F22 Raptor on Tuesday evening, sometime after sundown. Liftoff! And the clock has started!

Like A1 Sauce for a steak, yeah, it’s that important. For a composer.

At the Winter NAMM 2009 show in Anaheim, California, Andrew had lots of people watching his demonstrations. His enthusiasm was infectious. And when intimidated by challenging comments, he just intimidated right back, but nicely. And with a smile.

As it should be.

Like Thomas Edison, he just keeps experimenting until he gets it right. Professional inventors call this process trial and success.

And as the very first demo written by Colin O’Malley shows, Andrew’s getting there.
As daunting a challenge as this has been, the next steps will be equally daunting. Like Edison, Andrew Keresztes will have to go from inventor/programmer to businessman, from the man in the labs to the man in the front office.

For Thomas Edison the company created to market his inventions was called General Electric. Like Edison, forming the company to market LASS will be the next step and an important one to watch.

Once the programming is completed, Andrew will write a horse of a check to Native Instruments, since he already announced that LASS will be housed in a Kontakt player.

He’ll now have to really pull out the calculator and start making tough decisions.

LASS will be too big to be a download. So it will have to be “printed” on a DVD. “Will that be 500, Herr Andrew, or a 1000?” Neither answer is cheap.

How will he sell it? Direct? That would make sense since a bulk of his customer base is within a 25-mile radius of his front door. Packaging? Will he need it? What’s the manufacturing cost? And how much for how many? And when the packaging arrives, who’s going to assemble it?

“Oh, Honey!”

And when the orders come in, who’s going to pack and ship it?

“Sugar Pie Honeybunch!”

And if he lives in an incorporated area, what will the neighbors say when those UPS trucks begin the daily amble down the street where he lives?

“Say, Neighbor, I can’t remember the last time I took you to dinner at RuthChris’ Steakhouse? How’s your calendar?”

And then there will be the requests from international customers to ship the disks in such a way that they don’t have to pay VAT along with wanting super cheap shipping.

“Hello? Is this Wing and a Prayer International Shipping?”

Then comes customer service. The #1 customer service problem of all time is installation followed by the traditional, “It ain’t workin’ on me system, MATE! Watcha gonna do about it?” Here, he will have to set up tech support and determine his role. There will be Logic users who can’t get “it” to work right multitimbrally.

There will be the irate customer who will complain on EVERY forum. Except the Food Channel.

Right now, Andrew has the only string demo I’ve ever seen that’s only had one criticism! But then, he hasn’t announced the price yet. And that will be the sticking point and the decision that separates him from just being one-of-the-guys, to a suit. A New Suit.

Everyone wants it at a low price. Make that a low ball price. He’s already announced that it won’t be any higher than $1500. He genuinely doesn’t know what the final price will be because right now the goal between writing assignments is to just finish the thing. When that’s done, then he’ll pull out the calculator from which point he’ll have to start the cost accounting process and finally determine whether he will do all sales directly, or if he’ll sell through a small selection of dealers, or if he’ll sell through a distributor, especially outside the U.S. Now he’ll have to calc in the exchange rates. Every decision made for selling through retail outlets and distributors means a higher list cost.

At this decision making level, delegation creates pricing complexity. Andrew will have to charge enough to pay himself back for both time and paying out NI. Above that, he has to build an organization which is time consuming. I know because I’ve been doing it since my son was 3. He’s now 27.

This is the hard part that all composers who enter the fraternity of being entrepreneurs who sell products to other composers end up facing. The only ones who understand are his competitors, and it’s unlikely that any one of them will be offering to take Andrew out for a beer just to see how he’s doing or to loan a listening ear.

It would be different if Andrew was offering The 10 Kazoos in 25 Different Mic Positions. But he’s not. He’s offering what every composer wants and that no company has yet delivered to market.

This is why future demos will be important. They’ll have to demonstrate just how divisi within the same library you can go. If div a 2 within each section can be achieved within LASS, a new standard will be set. The bar will have been raised.

Move over, Ravel.

    Print       Email

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

You might also like...


Spat 64Bit – Sneak Preview!

Read More →
green coffee 800 faq hypothekenrechner zürcher kantonalbank bon kredit falle bauspardarlehen jederzeit rückzahlbar episode 7 borgen green mountain keurig iced coffee migros bank zinssatz rollstuhl leihen neubrandenburg computer von englisch auf deutsch umstellen baugeld bw bank green coffee extract weight loss fact or fiction welche kreditkarte beginnt mit 4 green coffee pure 800 mg phytoceramides skin therapy by purists choice bargeld abheben mit advanzia mastercard pure green coffee bean extract dr oz dosage privatkredit zinsen vergleich tru pure green coffee reviews rv darlehenskonditionen finanzierungsrechner baufi finanzierung tagesmutter innenfinanzierung kreditfinanzierung green coffee bean pills south africa information on green coffee extract saison 3 borgen streaming ratenkredit vergleich ohne schufa online banking sparkasse mit 16 kreditkarten vergleich commerzbank kredit ohne eigenkapital bei der sparkasse festgeld vergleich verbraucherzentrale festgeld zinsen europa vergleich online bank im vergleich green coffee 800 leptin side effects tagesgeldkonto vergleich mit prämie green coffee beans help lose weight günstige autos mit h kennzeichen where to buy phytoceramides in singapore sparkasse gold kreditkarte test baufinanzierung zinsen variabel dkb kreditkarte kostenlos geld abheben usa svetol green coffee gnc festgeld zinsen sparkasse leverkusen borgo di calmasino baufinanzierung konditionen trend geldanlage edeka muster darlehensvertrag zwischen privatpersonen kostenlos gold mastercard bil apple gratis apps ohne kreditkarte wie lange auto finanzieren baufinanzierungsrechner stiftung warentest russisch für deutsch empfohlen windows 7 duden rechtschreibung englisch windows 8 englisch auf deutsch ändern vergleich private krankenversicherung und gesetzliche krankenversicherung kreditangebote von banken prepaid kreditkarte card complete mastercard gold in usa bearbeitungsgebühr darlehen urteil bgh deutsche kredit bank kontakt bundesschatzbrief wikipedia star trek borg königin schauspielerin verzeihen präteritum green mountain coffee french vanilla nutrition volksbank kreditkarte prepaid aufladen rendite risiko bpphhqcsvyk festgeld in norwegen sparkasse kreditkarte beantragen online green coffee beans online australia sparbuch sparda bank andy borg ich hab ja dich autofinanzierung 1 99 auto leihen hamburg privat kredit zinsgünstig kreditkarte prepaid internet sparkasse kredit abgelehnt die günstigsten kredite im vergleich triminex green coffee bean extract gnc green tea and coffee jars borg kindberg hartz 4 sparen erlaubt zinsen niederlande sparkasse mastercard kostenlos geld abheben geldanlage deutsche bank tagesgeld über itunes filme leihen festgeld commerzbank aktuelle hypothekenzinsen ubs krankenversicherung privat selbstbehalt sparkasse remscheid autokredit medizinisches wörterbuch englisch deutsch online kostenlos phytoceramides plant derived 350mg mastercard gold w mbanku kreditkarten kontonummer naturewise svetol green coffee bean kreditkartennummer online bezahlen englische übersetzung führerschein dispokredit 400 euro job green coffee ultra bad reviews ausländerausweis c kreditkartenformat hausfinanzierung ohne eigenkapital trotz schufa zinsloses darlehen an tochter kontokorrentkredit beispiel tagesgeldzinsen deutsche bank aufladbare kreditkarte kosten autofinanzierung nach restschuldbefreiung günstige smartphones green tea or coffee for weight loss prepaid card kyoto pkw kredit für selbständige auto leihen für urlaub green unroasted coffee beans for high blood pressure autokredit für jungunternehmer anleihen handel phytoceramides derived from rice sparkasse autokredit mit schlussrate tru pure green coffee reviews finanzierung vw green coffee max tablets sofortkredit in düsseldorf bausparvertrag für junge leute vergleich stuhlhussen verleih frankfurt main sparkasse zwickau app green coffee bean extract gca 800mg geld leihen hartz 4 100 pure green coffee bean extract review online kredit österreich zinssatz wohnungskredit filme online leihen test tui deutschland kreditkarte anschlussfinanzierung targobank does green coffee thin really work tagesgeldzinsen frankfurter sparkasse visakarte ohne schufa auskunft welche kreditkarte skinny green coffee wikipedia ayemx finanzierungsrechner auto mit schlussrate beamer ausleihen bad kreuznach phytoceramides made from sweet potatoes uzumedeyfrtgz kredit von privat zu privat schweiz pure green coffee bean hoax hypothek zinsen deutschland life extension phytoceramides vwghecwqfcvh deutsche bundesschatzbriefe aramkrrbxammwyp magellan maestro 4350 sd card how to create a gold card can people with high blood pressure take green coffee bean extract