The audio production market is flooded with software tools promising to revolutionise the creative process. From plugins that claim to perfect your mix, DAWs that advertise seamless, intuitive interfaces, to educational courses to help you learn the ropes, the choices are vast—but so are the claims. For both seasoned professionals and those just starting their music production journey, the integrity of these marketing claims is more important than ever. We call out some of the more dubious claims and say why they matter.

The Importance of Truthful Marketing

I’ve just finished reading the brilliant “How To Be Right” by James O’Brien. O’Brien is a UK radio phone-in host, best known for giving people enough rope to hang themselves. The book, based on many of the calls he has taken on the show, illustrate just how important critical thinking is. 

Just yesterday I saw a claim in an advertisement that was, at best silly, and at worst downright deceptive. For the sake of the guilty, whom I will give the benefit of the doubt, I’ll not name them, the claim - “Be A (X) In Just One Week!” The ad suggested that a skill that took some of the best in the business decades to perfect could somehow be acquired in a week. One of those professionals actually commented on the advertisement; “Silly me, I put in 40 years, I wish I’d known this sooner.”

I want to think this was just some overzealous inexperienced marketing person thinking that a claim like this is OK. I hope I’m right and that it wasn’t a con-job on the gullible.

For the Industry's Credibility

Misleading advertisements can severely damage the reputation of the music and post production industry. There are already listeners who think no one can sing anymore, to TV and movie producers who think that there’s no need to do things right in production because the post people have ‘magic’ software to unfuck stuff. Never mind they get less time and budget than ever before to perform this unfuckery.

It’s still hard to do stuff well, in some ways harder than it’s ever been. Not because the technology is worse, but because fewer people want to pay for things to be done right. And everyone thinks they can do the job, because some advert told them it was as simple as clicking a button or spending $1000 on some course, a course often created by someone who was a year ago selling sofas and is now an ‘industry guru.’ I have nothing against sofa sales people, and certainly not sofas. Some of my happiest moments happen on sofas. I could have used hot dogs or Tesla sales people to illustrate this. The point is, you don’t go from zero to hero in a matter of months, and suddenly become the leading authority on music production, mixing movies, creating sound FX, or creating film scores.

The Impact of Misleading Advertising

For beginners, the allure of quick-fix solutions can be tempting. However, when these products fail to deliver on their promises, the result is often frustration and financial loss. For instance, a beginner might purchase a plugin expecting it to automatically enhance their mixes, only to find that the tool requires more knowledge and finesse to use effectively, it might not even be very good. Such experiences can deter newcomers from further exploring music production, a loss to both the individual and the community. What is worse is that as a beginner, some won’t blame the shoddy product and hyped advertising, they may think they are just not cut out for it. What a shame.

While the primary focus of this discussion is on beginners, professionals are not immune to the effects of misleading ads. They might waste budget and studio time on tools that do not meet their needs. Moreover, as leaders and influencers in the industry, professionals have a responsibility to call out dubious claims and guide beginners towards reliable products.

In the UK, as in many parts of the world, advertising standards are regulated to ensure that companies do not mislead consumers. However, the enforcement of these standards can be uneven, especially in industries driven by rapid technological advancements. Ethically, companies have a duty to refrain from exploiting consumer ignorance, regardless of the legal minimums. Misleading advertising not only harms consumers but also diminishes the overall integrity of the creative industries.

Can We Stop It?

I recall once seeing some of the best adverts in history listed. One, as best as I can remember, was by Ford. The copy went something like this; “Why are they still making substandard cars? Because you keep buying them!” This was the 1950s, but I like the message.

The reason we keep seeing these claims is because too few of us call them out. We allow them to hit our social media feeds and instead of saying “Hey, this is BS” or “Do you have the data to support this claim.” We just shrug, get a little more depressed about the state of the audio industry and move on.

It’s never been easier to call out those misguided or downright dishonest kinds of marketing. To be honest, lines like “Your best mix ever.” or “Be a killer producer in a week.” Or one of my personal favourites; “The plugin everyone has been waiting for!” All deserve to be slammed publicly. Perhaps if we did this more, then companies would make these claims less often.

So next time you see one on Facebook, Instagram, LinkedIn, or even on this site, either leave a comment, or email the publication. Before I wrote this, I checked the banners on this website, they all seemed to pass the BS sniff test, but if we’ve missed one then let me know.

Community plays a crucial role in guiding and protecting beginners. Experienced professionals, educators, and reviewers should strive to highlight the reality of what music production software can and cannot do. Online forums, user reviews, and community-driven tutorials are invaluable resources that help demystify marketing jargon and provide practical insights into the actual performance of products.

It’s Time To Call This Out

Back to James O’Brian’s book. In the closing chapters he says that the reason that politicians, business leaders, and other public figures get away with saying so much tosh in the name of truth is that interviewers let them get away with it. He says if you ask a question and they don’t answer it, keep asking it until they do. If they won’t then don’t have them on the show. Stop enabling liars and snake oil sales people from saying something is true when it isn’t.

For those who don’t live in the UK, here’s a rare example of when an interviewer did keep asking, it’s TV gold. This is Jeremy Paxman asking the same question of Michael Howard 12 times. The action starts around 2mins 40 seconds into the 8 minute interview.

As the music and post production industry continues to grow, the need for transparency in marketing becomes more pressing. Truthful advertising is not just beneficial for beginners—it is essential for maintaining the health of the entire music and post production ecosystem. Companies, professionals, and consumers alike must demand and uphold high standards in marketing practices to ensure that the next generation can thrive on a foundation of trust and knowledge.

Next time you see one, do everyone a favour and call it out.