May 2016

My Memo To The Industry Part II
www.HighEndAudio.com
The future is in your hands.
Article By Steven R. Rochlin

  Almost feel like one of those old-timey AM radio announcers from back in the 1920's. As you remember in our last episode of Steven R. Rochlin's 'Jerry Maguire' moment, it spawned an outline for bringing high resolution music and the supporting hardware to the masses...

What the hell was I thinking? Needless to say my e-mail inbox and discussions at a variety of high-end audio shows commenced. There were also talks with those who I feel have a very exciting 'chess board'; perhaps the best within this targeted consumer electronics industry! Never one to be a 'one trick pony', let's start yet another discussion shall we?

If you read the title of this article then odds are it may have gotten your attention. For yes indeed www.HighEndAudio.com is... ours. Ok, technically (legally) it is 100% under my control. So this begs the Big Question:

What are we as an industry going to do with www.HighEndAudio.com?

Sure there have been ideas by Yours Truly for many years that have lead up to this moment. Have already written many (probably too many?) articles about this in a round-about way too. These are joined by solid marketing plans, an organization, our voice, etc.

But here's the problem ladies and gentlemen: Last time there was a Jerry Maguire moment concerning this industry it was my own fault for taking things too personally at times. Human emotions got in the way and... Usually when I'm sitting here typing code, developing, experimenting on humans, etc it is a 'scientific' exploration. Like financial investing, it may be best to leave emotion at the door. So with lessons learned about getting too emotional with my lifelong musical journey as it pertains to business practices concerning this industry, in a sense am walking away from www.HighEndAudio.com. 

Instead, have decided to simply post a budding idea on that web page and allow the industry itself to start the discussion in whatever direction you so choose. Please leave me out of it other than as being an independent consultant. Am also realistic as have already seen a variety of industry organization scheme come and go over the years. This is why there is a time limit, too. In other words, this is not an open-ended invitation to take advantage of the benefits this URL offers us all. By August 2016 ether things progress in a positive and organized direction or the URL is up for sale.

You Can Own www.HighEndAudio.com
After some discussion with those at AXPONA, various emails, phone calls, etc am being realistic. Do not want to rock-and-roll the URL into the typical portal with discussion boards, a used/new/dealer gear for sale section, short "reviews" with buy it here links... plus other ways to highly market (and greatly profit from) this industry in that way. Am already seeing some sites use Amazon ad words to maximize their profits, and of course they have every right to do so. Not my style and it is not something I choose to do, though we can agree it could be very profitable if someone else chooses to do so.

This Is Not About...
The other reason I'm 'walking away' emotionally is that this is not about myself or Enjoy the Music.com. This is about the industry and since the URL is the same name of this industry, well.... So am leaving it all up to you to organize, figure out a plan, and start procuring financial backing to make it a reality. Perhaps form a Membership organization with Founding Members, manufacturers, distributors, dealers, etc who invest a small fee to be part of this effort to promote High End Audio so we all benefit. Educate educate, educate...in a fun and friendly way. Share our joy with those youthful music lovers seeking to enjoy their tunes who have no idea we as an industry even exist. The same can be said for those affluent investor types who desire the very best that fits within their lifestyle and home's décor who, well, also have no idea our industry exists. Have personally seen this Membership work, become nearly infinitely scaleable worldwide, etc. I'd say more about personally being involved on the business side of making that a very successful venture, yet there are confidentiality things that keep me from doing so.

Oh, and please leave politics or getting into ABX quagmires and endless cable debates somewhere else. This is neither the time, nor place.... ever! High End Audio is larger than such petty debates.

Your Future Is Whatever You Make It
So make it a good one.
That's about all I have time to write as there are many other things to do. Finish AXPONA coverage, get ready for HIGH END in Munich, and finish web'izing the May issue plus archiving the April issue of the Review Magazine.... and my other R&D / coding that keeps the lights on. The ball is squarely in your court. I'll be at HIGH END Munich and T.H.E. Show Newport if you want to discuss the possibilities.... Or buy the URL. It is up to the industry to either figure this all out, or simply make me an offer so you own www.HighEndAudio.com and can do with it as you so please.

You Control The Destiny Of
The URL That Is The Name Of Our industry
We are already seeing progress with my previous Jerry Maguire moment three years ago, yet has far less to do with our industry as much as I hoped. Whatever happens to www.HighEndAudio.com there will be no hard feelings on my end and hope the same goes for you, too. As said earlier, am leaving emotion at the door. It is now the industry's task to start forming things and then making the proposal to me once you have things solidified to some extent... or simply send me an e-mail with your offer to buy the URL if / when she comes up for sale later this year.

And with all the above said....

What are we as an industry going to do?

As always, in the end what really matters is that you...

Enjoy the Music (Can't have a revolution if the music... the choice is yours),

Steven R. Rochlin