Can the Beauty Industry Save Specialty AV?
What if I told you the sky wasn’t falling. That AV enthusiasts weren’t dying off in droves due to old age and that young people didn’t only value convenience over quality? What if I told you that? Would you believe me?
As a fellow member of the AV press for going on 20 years now (OMG I’m freakin’ old), I have been party to the slow decline of what was once a flourishing hobby. For the past few years, specialty rags and manufacturers alike have been arguing over just what exactly the cause of their demise has been. Was it the housing bubble and subsequent financial crisis? China? Or Amazon that killed specialty AV? While compelling arguments could be made linking all of the above to the current sad state of affairs, I argue another point—that specialty AV continues to die by its own hand.
The problem with specialty AV—of which I lump audiophiles and home theater enthusiasts alike into the same overarching category—is that for all its so-called technological advancements, it lacks the imagination to go where its customers are. Ahh, but Andrew, you’re going to say the Internet, and plenty of companies sell their wares on the Internet. To which I say, there is a very big delta between making your products available and “selling” via the Internet. A lot of companies do the former, but outright fail at the latter.
Going back to the AV press for a moment, they are or continue to be destined to fail because the entire business model rests upon the same handful of people continuing to support the same handful of topics that are then devoured by the same handful of enthusiasts. Much like a snake eating its own tail, the “meal” can last for quite a while, so long as there are no distractions and the snake is allowed to just keep on eating. The problem is, over time, the snake will tire and either stop
eating and choke to death, or spit out its own tail and slither on to greener pastures. Both scenarios are occurring, in real time, before our very eyes, as once great bastions of the medium continue to publish on borrowed time. Stereophile and Sound & Vision, I’m talking to you.
So where is this greener pasture? Well, it’s on the Internet, but it doesn’t take the form of an online store or the like. It’s in the power of video—more specifically, brand influence and marketing. My fellow writer, Dennis Burger, recently wrote an article entitled, “D&D and the Decline of Traditional Media,” in which he talks about how viewers no longer need to rely on the major networks or studios for their personal entertainment. Beyond entertainment, content creators are
showing advertisers, manufacturers, and consumers alike just how much power they hold and how much sway over the conversation and our buying decisions they have. In turn, we’ve begun to realize the same. For together with our favorite influencers or personalities we can collectively prop a company up . . . or tear it down.
Case in point, the makeup/beauty community all but lives on YouTube, and as a result influencers on that platform churn out broadcast-quality content regularly, turning teens and young adults into millionaires and celebrities. Any one of these YouTubers can make or break a product in a single video—be it sponsored or not—and if they “make it,” the rewards are otherworldly. We’re talking millions of dollars earned in the span of minutes.
Now, you may be thinking audio/video is not makeup, and you’d be right, but in some ways they’re one and the same. Both genres play heavily on our emotions. Both try and sell you a lifestyle. Both can get very expensive indeed. But one is inclusive. The other resists change at every turn. Care to wager which is doing better?
This is the difference between making your wares available on the Internet and truly selling, in earnest, on the Internet. So to bring it back to my opening statements, it’s not that the sky is falling, and that specialty AV is dying; it’s just that those in charge have failed to read the tea leaves in time to save themselves. But rest assured, despite the establishment’s best efforts to kill it, specialty AV will live on. And the brands that start aligning themselves with other brands, personalities, and influencers now will be the ones left standing when the dust settles.
Andrew Robinson is a photographer and videographer by trade, working on commercial
and branding projects all over the US. He has served as a managing editor and
freelance journalist in the AV space for nearly 20 years, writing technical articles,
product reviews, and guest speaking on behalf of several notable brands at functions
around the world.