Like a phoenix emerging from its own cindered ashes, last week Technics released a statement that they were to launch a high-quality music download store, having announced only months before that they were discontinuing their famed 1200 and 1210 turntables. This move starkly highlights the increasingly digitalised market desired by the current generation of makers and lovers of music alike. Always going that extra mile, Technics have chosen not to go down the route of other online retailers who, in order to maintain high volumes of website traffic, lose out on the actual quality of the music they sell. Of course, this search for quality over quantity is risky business, with free streaming services (e.g. Spotify) being the preferred interface of music-listening for many.
The new store, Technics Tracks will provide customers with 24-bit FLAC audio, instead of the 16-bit offered by iTunes, usually in 256 kbps audio quality. For most instances, this quality is sufficient, but a good pair of headphones will be able to pick up on the differences, especially in terms of separation of sound frequencies. The new store will also feature a cloud storage facility, meaning you can download the tracks on multiple consoles. Alongside the 24-bit/192 kHz audio will be some tracks pitched at the current industry standard of 16-bit/44.1kHz (320 kbps to us normal folk).
Containing a ‘rich source of news and editorial content’, plus information on new high-quality releases, the concept behind Technics Tracks seems to be devoted to ‘bringing the world’s highest-class audio experience to serious music lovers’, in the words of David Preece (Head of Technics Brand Strategy). This means that, while the new format will not please the masses, it will certainly turn the heads of the real audiophiles amongst us.
Set to open their virtual doors in January in the UK and Germany, customers can sign up now to their service to receive a free track.