John Darko
2023 was a tumultuous year for MQA. The British company went into administration in March and then nine months later – was acquired by Canada’s Lenbrook International. During that time, Tidal began shifting its hi-res audio catalogue from MQA to FLAC to leave me to propose “My crazy theory about why Lenbrook bought MQA”. I asked: why would Lenbrook acquire MQA, its software development team and its associated hardware certification programme when no streaming service supports MQA and the demand for music downloads is at an all-time low?
The only logical answer – according to yours truly – was for Lenbook to develop its own MQA-powered streaming service. I put this crazy theory to Lenbrook just after I penned my article but was told in no uncertain terms that no such streaming service was on the company’s development roadmap.
Times change…people change…
Last week, Lenbrook International announced that it had spun off the Lenbrook Media Group to oversee a newly-formed MQA Labs and its four audio codecs: MQA, FOQUS, QRONO and AIRIA (formerly SCL6). This week brings news of the next logical step: an MQA-infused streaming service. Lenbrook Media Group is partnering with HDTracks to introduce a hi-res-capable streaming service.
From the press release: “Lenbrook Media Group, specialists in high-resolution audio technology, and HDtracks, the pioneering service for audiophile quality music downloads, have announced a partnership to develop a streaming service aimed squarely at discerning music fans. Among a set of unique features, the service will offer consumers a choice in formats and will be the first subscription service using a novel application of the AIRIA by MQA LabsTM codec.”
A choice in formats? Yessir. MQA and PCM/FLAC stream delivery options will be available to all subscribers.
BUT! This yet-to-named service will also see the debut of MQA Labs’ AIRIA codec:
“The HDtracks service will be the first to use Lenbrook’s AIRIA by MQA Labs, a transparent delivery codec equally suited for streaming from the cloud or wirelessly from a device to headphones. Designed for low-latency wireless communications by the inventors of lossless compression, it brings the benefits of a format-agnostic, scalable codec with an unmatched combination of audio quality, reliability, and data-efficiency.”
I read that to mean that AIRIA will allow audio streams travelling from cloud to smartphone (or from smartphone to headphone) to adapt to environmental conditions. Think: Qualcomm’s aptX Adaptive or Sony’s LDAC but with hi-res audio capabilities. When the conditions for wireless transmission worsen, the stream’s datarate can be lowered…until those conditions improve and the datarate can be reliably returned to its previous (optionally hi-res) level.
Whether this AIRIA-powered scalability will be applied to PCM/FLAC streams or just MQA streams remains to be seen.
OK, so when will we know more?
Lenrook and HDTracks intend to launch their new streaming service with all three major labels on board in Q4 of this year. What isn’t yet known is pricing and regional availability. For those crucial details, we’ll need to wait and see.
For another wait-n-see issue, let us consider this from the FAQ that accompanied today’s press release:
“Does Lenbrook’s involvement mean the new service becomes exclusive to BluOS users or Lenbrook’s hardware brands?
No, we have no intention to make this exclusive to Lenbrook’s brands. Norman and David
Chesky, HDtracks’ founders, have built a solid reputation with the audiophile community for
their downloads service and hope these customers, along with any other music lovers and
audiophiles, across several key platforms and ecosystems, embrace the streaming service
as well.”
My bold emphasis is there to ask: Roon?
Further information: Lenbrook Media Group
