SubPac (company)

Last updated
SUBPAC
IndustryTactile Audio System
FounderJohn Alexiou
Todd Chernecki
Headquarters
Toronto
,
Canada
ProductsSUBPAC M1, SUBPAC S1, SUBPAC M2, SUBPAC S2, SUBPAC M2X
OwnerStudioFeed
Website subpac.com

SUBPAC is a tactile audio system, designed and developed in Toronto, Ontario, Canada. The SUBPAC consists of a combination of tactile transducers, vibro-tactile membranes, electronics and textiles, designed to deliver a physical dimension of sound. SUBPAC is available in a wearable and seatback format. The device was intended to move music hardware technologies in this area past simple 'vibrating devices' to deliver a complex and nuanced experience, to create an accurate tactile representation of whatever audio input is used. Outside of music production and enjoyment, the SUBPAC has a wide range of applications such as gaming, virtual reality (VR) and film enjoyment. [1] [2] [3]

Contents

History

SUBPAC was founded by John Alexiou and Todd Chernecki and developed by members of the social venture StudioFeed. The SUBPAC was engineered by SUBPAC Head of R&D Sarosh Khwaja and electronics designer Andrew Kilpatrick. [4]

The first model, the SUBPAC S1, was launched through a successful Kickstarter campaign in 2013, raising over $100,000. [5] A wearable unit, the SUBPAC M1, then followed in October 2013. [6] Early adopters and supporters of the SUBPAC included Kode 9, Adrian Sherwood, Hank Shocklee, Richie Hawtin, Gaudi, Flying Lotus, George Clinton, Gilles Peterson, Cevin Key, Mala, and Pinch. [7] In June 2014, a special edition of the S1 was released in association with Richie Hawtin's latest Plastikman record EX. [8] It is the first time a record has been released with a technology designed to deliver the full impact of the experience.

In June 2016, entertainer and music producer Timbaland and Google Android co-creator Andy Rubin had partnered with SUBPAC. [9]

Overview

The SUBPAC frequency response is 5 Hz–125 Hz with a steep roll-off. The SUBPAC can be used with any line in audio source, and in conjunction with any speaker set-up or headphones. It weighs 3.8 lbs. The SUBPAC transfers low frequencies to the user's body while still maintaining the original signal to the headphones – it does not separate the audio signal into lows vs. mid/highs as a traditional subwoofer does. [10] [11] [12] [13]

Collaborations

SUBPAC has participated in a wide range of collaborations since its inception. The first event with the SUBPAC M1 was held October 2013 at an interactive showcase in partnership with AUDiNT (Toby Heys and Steve Goodman) at Unsound Music Festival in Poland. [14] It was also released as an album bundle on a limited run with the most recent Plastikman release. This is the first time a product that explores physical dimensions of sound has been released alongside an album. [8] SUBPAC debuted its 'Silent Disco Solution' with Dada Life, at an Insomniac event, adding another layer of immersion to the traditional silent disco concept. [15] SUBPAC was also introduced to a movie theatre environment at the LA Independent Theatre through a collaboration with Brainfeeder audio-visualist Strangeloop in a new audio-visual show and new-cinema series. In July 2014, SUBPAC was integrated into fashion designer Gareth Pugh and musician Matthew Stone's virtual reality project at Selfridges, as a demo for London Technology Week. [16] SUBPAC has also partnered with the Muse Seek Project, in order to deliver the music experience (through vibrations) to members of the deaf community. [17]

One of SUBPAC’s most notable artist collaborations is with DJ and music producer Timbaland. [18] The partnership between Timbaland and Alexiou began in June 2016. According to Alexiou, watching Timbaland on-stage was what inspired the product originally. Timbaland wore the SUBPAC for a performance at Pitbull’s New Year’s Eve Revolution in December 2015. [19] He has stated, “SubPac is for anyone who wants a deeper connection with feeling”, adding that it will change the way albums are made.

Kyrie Irving joined SUBPAC as a key investor in 2016 after the media took notice of him wearing it during a pre-game NBA Finals press conference. [20]

In 2020, SUBPAC also announced a collaboration with Deadmau5, which led to the release of a limited edition, custom SUBPAC M2 model. [21]

Virtual Reality & Gaming

In 2020, SUBPAC partnered with Beat Saber, a virtual reality rhythm game that requires players to slice blocks in accordance with musical beats. A limited edition Beat Saber SUBPAC M2 was released for players who use the wearable bass technology to enhance their in-game accuracy. [22]

Prior to this collaboration, SUBPAC pioneered numerous other virtual reality events, such as the VRLA Silent Rave in 2016, [23] the location-based VR experience Tree, [24] and nature simulator In the Eyes of the Animal. [25]

In 2019, SUBPAC announced a partnership with computer electronics company Razer, Inc. on their new HyperSense initiative. [26] Using SUBPAC’s sensory bass technology, they plan to release a line of haptic feedback powered gaming devices. [27]

Cinema

SUBPAC’s involvement with film-related projects began as early as 2015. At that time, they partnered with Universal Pictures to provide an immersive Jurassic Park virtual reality experience. [28]

In 2016, SUBPAC was part of a similar debut for Suicide Squad at Comic-Con. [29]

That same year, SUBPAC partnered with CJ CGV, the largest cinema operator in Korea. SUBPAC technology was integrated into theater seats at a CGV Cinema in downtown Seoul. Seventy-five theater seats were fitted with SUBPAC bass technology in the backrests, individual armrest controls for intensity settings, and headphones. It is the first large-scale commercial movie theater with a physical sound element. [30]

In 2017, SUBPAC partnered with IMAX and Universal Pictures to provide a cinematic viewing of The Mummy in full-motion, zero-gravity VR chairs using their physical audio technology. [31]

Automotive

In 2015, SUBPAC announced its first automotive initiative as part of the Peugeot ‘Fractal’ Concept Car. [32] Music producer and art futurist Amon Tobin conceptualized a car with SUBPAC technology embedded in the seatbacks for a physical audio experience while driving. It involved equipping each seat with discrete knobs for custom adjustment of audio settings. The vehicle contained 11 Focal speakers and a majority 3D-printed interior. [33]

Since then, SUBPAC has also partnered with Faurecia on their Cockpit of the Future initiative, [34] which aims to provide more personalized driver and passenger experiences.

Other Initiatives

Deaf & Hard-of-Hearing

SUBPAC works with artists and non-profit organizations in the Deaf and hard-of-hearing communities due to its ability to emanate sound as a physical experience. In 2016, SUBPAC supplied 24 students at the National School for the Deaf in Santo Domingo with their wearable devices. [35] The students wore the SUBPACs in order to be able to experience whale sounds in the form of bass vibrations.

In 2017, SUBPACs were distributed to a music class at St. Mary’s School for the Deaf. [36]

Reception

SUBPAC has won numerous awards for innovation. In 2016, it was named as one of the Most Innovative Companies by Fast Company. [37] That same year, it was awarded Best-in-Show at the 7th Annual Auggie Awards. [38]

Related Research Articles

Virtual reality Computer-simulated experience

Virtual reality (VR) is a simulated experience that can be similar to or completely different from the real world. Applications of virtual reality include entertainment, education and business. Other distinct types of VR-style technology include augmented reality and mixed reality, sometimes referred to as extended reality or XR.

Haptic technology Any form of interaction involving touch

Haptic technology, also known as kinaesthetic communication or 3D touch, refers to any technology that can create an experience of touch by applying forces, vibrations, or motions to the user. These technologies can be used to create virtual objects in a computer simulation, to control virtual objects, and to enhance remote control of machines and devices (telerobotics). Haptic devices may incorporate tactile sensors that measure forces exerted by the user on the interface. The word haptic, from the Greek: ἁπτικός (haptikos), means "tactile, pertaining to the sense of touch". Simple haptic devices are common in the form of game controllers, joysticks, and steering wheels.

Music visualization Generation of animated imagery based on a piece of music

Music visualization or music visualisation, a feature found in electronic music visualizers and media player software, generates animated imagery based on a piece of music. The imagery is usually generated and rendered in real time and in a way synchronized with the music as it is played.

Immersion (virtual reality) Perception of being physically present in a non-physical world

Immersion into virtual reality (VR) is a perception of being physically present in a non-physical world. The perception is created by surrounding the user of the VR system in images, sound or other stimuli that provide an engrossing total environment.

Haptic suit Wearable device that provides haptic feedback

A haptic suit is a wearable device that provides haptic feedback to the body.

Windows Mixed Reality Mixed reality platform

Windows Mixed Reality is a platform introduced as part of the Windows 10 and 11 operating system, which provides augmented reality and mixed reality experiences with compatible head-mounted displays.

Extended reality Real-and-virtual combined environments

Extended reality (XR) is a term referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables. E.g. It includes representative forms such as augmented reality (AR), mixed reality (MR) and virtual reality (VR) and the areas interpolated among them. The levels of virtuality range from partially sensory inputs to immersive virtuality, also called VR.

<i>EX</i> (Plastikman album) 2014 studio album by Plastikman

EX is the sixth studio album by Canadian techno musician Richie Hawtin under his Plastikman moniker, the first studio album to be released under that name in 11 years, the last studio album being 2003's Closer. It was recorded in a single session on 16 November 2013 at the Solomon R. Guggenheim Museum in New York City. The album was announced on the Mute Records website as having a digital release on 10 June 2014 with a physical release following on the 15 July 2015. The album branding echoes the large LED obelisk used for visual effects during the live performance. It peaked at number 31 on the UK Independent Albums Chart.

Virtual reality headset Head-mounted device that provides virtual reality for the wearer

A virtual reality headset is a head-mounted device that provides virtual reality for the wearer. Virtual reality (VR) headsets are widely used with video games but they are also used in other applications, including simulators and trainers. They comprise a stereoscopic head-mounted display, stereo sound, and head-motion-tracking sensors, which may include devices such as gyroscopes, accelerometers, magnetometers or structured light systems.

Dražen Bošnjak is a composer and sound designer based in New York City. He founded Q Department, Mach1, and Department of Records. He has created soundtracks and sound design for a number of films, television shows, video games, advertisements, and more recently, virtual reality projects.

Festival of International Virtual & Augmented Reality Stories (FIVARS) is a media festival that showcases stories or narrative forms from around the world using immersive technology that includes virtual reality, augmented reality, live VR performance theater and dance, projection mapping and spatialized audio.

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Virtual reality sex VR technology

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References

  1. ↑ "Make It Wearable - The Concepts: Creating Wearable Sound". 1 May 2014.
  2. ↑ Shaw, Dougal (14 November 2014). "Bone conduction: Come on feel the noise?" – via www.bbc.com.
  3. ↑ Clark, Liat (17 June 2014). "Backpack turns music into full-body experience for the deaf". Wired UK.
  4. ↑ "Subpac music gadget shakes up music-listening experience - Toronto Star".
  5. ↑ "SubPac - Portable Tactile Audio Technology".
  6. ↑ "The SubPac". Attack Magazine.
  7. ↑ Adam Clark Estes (2013-12-04). "SubPac M1 Review: A Subwoofer You Wear Like a Backpack". Gizmodo.
  8. 1 2 "Richie Hawtin to Release New Plastikman Album in Over Decade".
  9. ↑ Jessica Naziri (12 July 2016). "The future of listening to music is feeling it, according to Timbaland". Tech Crunch. Retrieved 22 July 2016.
  10. ↑ "Wearables For a New Listening Experience". 25 April 2014.
  11. ↑ "SubPac M1 Review: A Subwoofer You Wear Like a Backpack".
  12. ↑ "SubPac helps listeners feel their music ... literally".
  13. ↑ "SubPac S1 - Het club-gevoel in je stoel Review".
  14. ↑ Glenn Jackson (2014-07-10). "Kode9 and Toby Heys Launch AUDiNT, Release 'Martial Hauntology' Box Set". XLR8R. Archived from the original on 2014-09-16.
  15. ↑ Chris Caruso (15 July 2014). "Smile: Dada Life on New Single, SubPac, and Hot Air Balloon Voyage". DJ Times.
  16. ↑ "Parity".
  17. ↑ "The Muse Seek Project".
  18. ↑ "Timbaland & SubPac Aim To Change the World of Sound". HipHopDX. 2016-06-16. Retrieved 2021-06-15.
  19. ↑ "Timbaland and Taraji P. Henson backstage at Pitbull's New Year's Eve..." Getty Images. Retrieved 2021-06-15.
  20. ↑ Strange, Adario. "Cavaliers' Kyrie Irving shows off new wearable tech before NBA Finals". Mashable. Retrieved 2021-06-15.
  21. ↑ "SUBPAC FEEL deadmau5". SUBPAC. Retrieved 2021-06-15.
  22. ↑ "Feel the Beat". SUBPAC. Retrieved 2021-06-15.
  23. ↑ "SubPac Partners with VRLA to Bring Physical Audio to the First Ever Virtual Reality Silent Rave at VRLA Summer Expo 2016". PRWeb. Retrieved 2021-06-15.
  24. ↑ "New Reality Company". The Lumen Prize. Retrieved 2021-06-15.
  25. ↑ Bass, Jess. "Eyes of the Forest". Future of StoryTelling.{{cite web}}: CS1 maint: url-status (link)
  26. ↑ "Razer HyperSense to Champion Next-Level Tactile Gaming Immersion by Powering an Ecosystem of Haptic Devices". www.businesswire.com. 2019-01-08. Retrieved 2021-06-15.
  27. ↑ "Razer HyperSense's vision for haptic-filled PC gaming shakes up the future of peripherals". PCWorld. 2019-01-10. Retrieved 2021-06-15.
  28. ↑ Robbins, Caryn. "SubPac Partners with Universal Pictures to Bring JURASSIC WORLD to Life". BroadwayWorld.com. Retrieved 2021-06-15.
  29. ↑ Nafarrete, Jonathan (2016-07-22). "Suicide Squad Debuts VR Experience at Comic-Con". VRScout. Retrieved 2021-06-15.
  30. ↑ "SubPac Partners With the Largest Cinema Operator in Korea to Integrate Physical Sound Into Its Theaters". www.businesswire.com. 2016-09-14. Retrieved 2021-06-15.
  31. ↑ "IMAX, Together With Universal Pictures, Presents The Mummy Zero Gravity VR Experience At South By Southwest 2017". Positron. 2017-03-08. Retrieved 2021-06-15.
  32. ↑ "Peugeot Integrates SubPac Technology into Revolutionary Music-Based Concept Car, Peugeot Fractal, at 2015 Frankfurt Auto Show". www.businesswire.com. 2015-09-01. Retrieved 2021-06-15.
  33. ↑ Fahey, Diane (2015-10-09). "Peugeot 'Fractal' Concept Car". SUBPAC. Retrieved 2021-06-15.
  34. ↑ "Cockpit of the Future". Faurecia. Retrieved 2021-06-15.
  35. ↑ "Deaf children experience whale music through a high-tech backpack". newsroom.cisco.com. Retrieved 2021-06-15.
  36. ↑ Williams, Deidre. "'It took my breath away': Deaf students at St. Mary's 'experience' sound". The Buffalo News. Retrieved 2021-06-15.
  37. ↑ "SubPac: Most Innovative Company". Fast Company. Retrieved 2021-06-15.
  38. ↑ "AWE 2016 - Bizzabo". awe2016.html. Retrieved 2021-06-15.
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