Weird Mix Request from Producer

[EarHole]

Just finished a bunch of spots ranging from 30 seconds, 15 Seconds & 06 Seconds.

Normally I deliver mixes at broadcast -24 lkfs (+/-2) and web mixes at -14 lufs.

But the producer said she doesn't do web level deliverables anymore because "laptop speakers are so good now."

I tried to explain why we should and that it takes 10 minutes to do and she just said "no".

This is a seasoned producer that I've known for over 20 years btw.

Has anyone else come across this?

[Matt82au]

Nothing to do with laptop speakers being too good, but alot of online advertising channels and distrubutors are having specs requesting -24 +-2. Could be that?

[npapaleo]

For ad/commercial work I stopped delivering web only mixes unless specifically requested. I had too many problems with video houses and/or someone else along the chain retracking the wrong mix and messing up the delivery.

It also turned out the many of the places where a web mix would live have either changed their delivery spec to -24 or normalize to whatever random spec they decided.

[smurfyou]

I've also heard that some distribution services want -24.

I do provide the -14LUFS for "Social" mixes the client posts themselves.

[nednednerb]

Spotify, YT Music, Apple Music, etc, the distribution platform can pick -18 (say, if it's mostly dialogue), or -14 (if it's pop music) or -11 if it's a mobile app and they know it is on a phone.

HOWEVER, if you have a mix at -23, a "smart master" algorithm is WAY better than we are at trying to meet 33 deliverable LUFS. It's better result for an algorithm to make things louder than quieter. It's harder to get a result that is less distorted, unless the input is more dynamic.

-23 as "theatre", -18 as "dialogue" and -14 as "music" are just windows. It helps one translate, not match perfectly. There are Audio Engineering Society standards that are interesting to look at!

Imagine a movie with lots of sound thoughtout, versus a horror with lots of quiet. LUFS Integrated suddenly makes more sense looking at parts, not as a random number to say "output that other number, but just right."