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May 28th, 2009

People’s need for entertainment – in the form of music and movies that are available via the Internet – is what has really driven the technological advances of the last 15 years or so. Entertainment Industry As soon as “You’ve got mail!” emanated from the first AOL user’s mailbox, the demand for more power, speed and goodies began growing at an incredible rate. The “content producers” have been rushing to keep up ever since.

The public’s thirst for music, movies and the rest also drove the development of the tools used to create it all. The stop-motion monsters of the early 1960’s required months of labor-intensive work, and building the set for 1963′s Cleopatra rivaled the construction of a new housing development. Today, CGI (Computer Generated Imagery) would handle both assignments on a Macintosh or PC with a few powerful software programs.

Music has changed, too

The Macintosh was widely adopted by artists of all kinds immediately upon its introduction but PCs have closed much of that gap since. While a film editor could certainly run Apple’s Final Cut Pro or Sony’s Vegas on a MacBook or top PC laptop, most professionals want as much power as they can get. They also want a lot of screen real estate, too, so a fast PC or a Mac Pro rental is where it’s at for this work – especially with two or three 30″ Apple Cinema Display rentals or other big monitors to spread the work around.

Since the processing demands of audio recording are somewhat less than that of film and video editing, it is now common for audio engineers to do both studio and field recording with a high-end PC laptop or a MacBook model. With a USB microphone, there’s no need for a USB audio interface, although it would provide input channels for electronic keyboards, electric guitars or additional microphones. Pro Tools RentalsWith Cubase, Sonar or ProTools, the engineer will have unlimited audio and MIDI tracks, a rack of virtual signal processors and a complete mastering suite.

Computers as instruments

With software like Ableton Live and Serato Scratch, DJ’s have been mixing and mashing up music tracks for years now, on PCs and Macs alike. However, a properly outfitted desktop or laptop running Propellerhead Reason, Ableton Live or Digital Performer (the last is Mac-only) can take the stage with the band and bring a string section or trio of backup singers along. This is not a way to “lip sync” or play an unattended recorded part. Rather, someone has to “play” the computer at the appropriate times, key the correct patches and contribute like any other band member. It brings a new, exciting dimension to live music.

CRE Rentals knows how to outfit computers for whatever needs to be done. In addition to making PCs and Macs available to businesses for accounting overflow, conferences or in-house graphic design projects, CRE Rentals puts creative power in the hands of entertainment industry professionals as well. Whatever you need to get done – creatively, innovatively and immediately – we’re ready with the right computer rental, the right software and the right deal. Give us a call, whatever kind of help you need.

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