Jamaicans are listening to music now more than ever with the integration of streaming platforms like Spotify and Apple Music in the island two years ago. A far way we have come from the dinosaur days, when everyone primarily used cassette tapes and FM radio stations or the early 2000s when we burned CDs created from MP3 downloads on a computer.
Now, one of the main ways Islanders listen to music, with their accompanying mobile devices is in their car and the new line of Audi’s facilitate a seamless listening experience according to Audi Jamaica’s General Manager Damien Kerr who recent launched the the first Q8 e-tron Sportback on September 29, 2023. “Its a new name for Audi’s first all electric SUV which was simply called the etron before,” Damien said.
In Jamaica, the population is roughly 2.7 million according to the last census data by the Statistics Institute, and hundreds of residents purchase brand new Audis annually, says Damien. Dancer Keticia Chatman, known popularly as TC recently announced her purchase of a new Audi Q3 and Damien says 70% of Audi drivers in the island are women.
“We sell over 200 Audis annually. Last year we sold some 250 units and this year we will sell close to 300,” Damien says. That’s a potential three hundred extra devices to stream music in Jamaica each year.
So why is listening to music in the Audi so seamless and fun? For starters ‘there is the integration of Apple Music in the Audi Q8 e-tron’ says Kerr. But also Audi is updating its MIB3 infotainment system to allow the installation of third party apps. A function that will be available on Audi A3, A4/A5, Q5, A6/A7, A8, Q8 e-tron, and Audi e-tron GT models produced from summer 2023. So now audio drivers don’t even need to turn on their phones and connect to the car in order to listen to music.
Audio Quality
Part of the understated luxury of an Audi is every audible nuance matters, says Kerr echoing the German car manufacturer’s lab engineers Klaus Brummet and Alexander Kluge’s mission. To achieve this, Audi places a “dummy head microphone” in the driver’s seat, critically assessing every loudspeaker in the vehicle’s interior. This method objectively evaluates sound quality, aiding in the fine-tuning of signal processing parameters.
Klaus Brummet, the Head of Sound Development and Infotainment Design at Audi, describes their process as an effort to “calibrate their ears.” It begins within the Audi reference listening room, a meticulously designed acoustic haven. This space helps the team align their perception of perfect sound in ideal conditions before replicating it within an Audi vehicle.
Perfect sound, as defined by Brummet, is an “effortless experience” that avoids sharp highs and booming bass while maintaining precision and clarity. Every instrument and vocal should stand out, creating a transparent musical composition that differentiates each element. Brummet and his team seek to answer questions like, “Can I differentiate between different voices? Can I hear individual people sing?”
So what kind of music are Jamaicans listening to in their Audi?
“From my perspective, going by what’s playing when we go in the cars when they come in for service and what clients play when they’re collecting the car or testing the sound system, it’s a mixture. The more mature audience will listen to old school reggae, while the younger ones will listen to dancehall, hip hop and also Afrobeats”, Damien told WMV.
While the average listener may not grasp sonic intricacies consciously, they can still sense whether the sound is rich, enveloping, and comfortable regardless of the genre or the listening taste. Audi’s sound engineers say they want to ensure that the music experience in any Audi is enjoyable without feeling gimmicky. With their high-quality sound systems, every detail is audible to those with trained, analytical ears. They can detect delays, clean bass, and overall precision.
Still the Volkswagen Group owned company’s specialists face a unique challenge as the interior of a vehicle is far from acoustically ideal due to smooth surfaces and numerous reflections. Nevertheless, Brummet points out the advantage of precisely knowing where the listeners sit, which allows them to optimize loudspeaker placement for the best experience.
Audi boldly claims that listening pleasure in your Audi surpasses that in your living room.
To make this claim a reality, Audi’s sound developers work on perfecting the audio experience, even in the passenger and rear seats. The interior fine-tuning occurs within the Audi sound lab, where each individual loudspeaker is precisely calibrated for ideal sound reproduction, ensuring rich and high-quality acoustics.
The ultimate goal of all these endeavors is to craft the most immersive sound experience possible. It transforms the interior of the vehicle, making it feel more expansive than it is. This auditory landscape surrounds you from all directions, extending the sense of space within the car.
The sound coming from behind your head creates a sensation of space, almost as if the headrest vanishes.
It’s an experience that elevates the driving experience to new heights, redefining what’s possible when engineering and artistry harmonize.
