Roland "Enter the world of MIDI" three-page fold-out, Keyboard 1984

                                         

Roland "Enter the world of MIDI" three-page fold-out featuring the TR909 drum machine, Jupiter-6, Juno-106, and JX-3P synthesizers, MSQ-700 sequencer, MD-8 MIDI/DCB interface, MPU-101 computer interface, MM-4 MIDI through box, and GR-700 guitar synthesizer, attached between pages 18 and 19 in the July 1984 issue of Keyboard Magazine.

1984 was a good year. Two words - Sixteen Candles.

Another reason is that Roland officially announced it *hearts* MIDI with this promotion fold-out piece.

Really what else is there to say?

Okay - a lot actually.  :)

What a nice surprise to open up the July 1984 issue of Keyboard and find this tucked nicely between pages 18 and 19. Its a pull-out, but stuck so tightly in there that its more of a fold-out. So that's what I called it. Sure, Roland had a few ads before this featuring MIDI gear, but I think this really was Roland's defining moment - proprietary DCB is out and the MIDI standard is definitely in. So long, suckas!

I hope the scan makes sense. Basically, when you flipped to page 18, rather than viewing page 19 on the  opposite page, you would be presented with that first lovely front page with the inviting welcome message "Enter the World of MIDI". Flip the page and you really do enter that strange new world, greeted with  two and a half pages of inner-promo-goodness. Then, if you flipped that over, you could view the back-side page and a half fold-out.

This is Roland announcing to the world that it has embraced MIDI. And indeed it has. Just look at that list of gear Roland has pumped out since MIDI was introduced to the word - TR-909, Juno-106, Jupiter-6, JX-3P, MSQ-700, MD-8, GR-700, MM-4 and MPU-101. And, lets not forget a few walk-on appearances by none other than the grand-daddy of 'em all - the Jupiter-8, but also a Juno-60 and even an Apple II computer (and PC - both using special Roland software).

And if putting all that gear together in one place isn't enough, Roland tied it all together with a gorgeous bow by including an infographic - before the word "infographic" even existed.

Just look at the design. Gorgeous black background with a pre-Photoshop neon glow. It's so soothing. I want to just bathe in the glowing light.

And best of all - Roland includes not one, but two diagrams. I loooooove diagrams. The first includes imagery of each group of instruments, and the second is more of a classic diagram illustrating Roland gear used in a basic set-up, multi-keyboard set-up, guitar set-up and home computer set-up.

To make it easy on us readers, Roland colour-coded everything and included a legend on page three under the heading "Choose your weapon!".

• MIDI keyboard - blue
• MIDI guitars - purple
• MIDI drums - green
• MIDI computers - orange
• MIDI keyboard interfaces - red

 Another nice touch.

 Roland - it doesn't get much better than this.

Roland family of products, Keyboard 1983

Roland family of products advertisement including SH-101, JX-3P/PG-200, System-100M, MC-4/MTR-100, Jupiter-8, Juno-6/60, Jupiter-6 and MC-202 from page 14 and 15 of Keyboard Magazine July 1983.

Finally!

The Roland 'We Design The Future' tag-line had been showing up in Roland's brochures for months now, but up to this point, their advertisements were still mostly designed around it's 'Understanding Technology Series' ads like those created for the TB-303/TR-606 or Jupiter-8. Black backgrounds, strong colours, and lots of text. Their recent Juno-6 and Juno-60 ads started to mutate away from that design, but I'd still be inclined to classify them as such.

"What?" you say? Where is the tag-line? You can see it at the bottom of the ad in the purple-coloured bar. Yes, it's small. Really small. Almost an afterthought. And unfortunately, I think this is the last advertisement to use the tag-line.

Roland decided to pull in a few other common design elements found in those brochures by using a textured background and an accent piece (in this case a tile pattern background and spheres), but I have to say I miss the brochure's slick photo with mood-lighting. A really nice family photo done in that style would have looked sweeeeeet! Instead, it looks like Roland decided to comp together an image using a few effects that I would guess got onto the wish-list for Photoshop 1.0.

This advertisement was a first for Roland in one other important way too. They mention MIDI!

And so we get to the whole point of this ad. As mentioned in a recent brochure blog post for the TB-303, TR-808, TR-606 and CR-8000/5000, Roland had been pumping out A LOT of DIN-sync technology for a while now. They had a lot invested in it. And then along comes MIDI, and Roland has to convince current owners of Roland gear that the gear they just bought is not going to be obsolete in a year. And more importantly, they have to convince future owners that they are looking out for their future as well.

The ad title text handles this perfectly.

"Roland presents its product line for 1987. The nice thing is, it's available today!"

Interestingly, they make no mention of MIDI in that title or in the opening paragraph. Its not until the reader gets to the JX-3P text that MIDI is mentioned - and a definition is included next to it - "a new system of interface developed for computer-controlled instruments".

A year from now, and ALL synthesizer ads will feature the word MIDI heavily in either the title or ad-copy. I pulled out the July 1984 issue of Keyboard just in case someone called me out on that statement, and sure enough, MIDI has pretty much taken over. Heck, Roland's own ad title in the July 1984 issue was "Enter the world of MIDI".

But jump back to July 1983, when MIDI is just getting it's feet wet, and Roland is smart to stay firmly on the fence for now. By promoting both their own protocols as well as MIDI, they let readers know that no matter when they buy from Roland, the gear will be compatible one way or another.

And it wasn't just Roland that was playing the waiting game. Many companies either hadn't included MIDI in their gear yet, or if they had, they didn't say too much about it in their ads. The July 1983 ad for Garfield Electronic's Doctor Click (the godfather of sync) didn't include MIDI yet. Neither did Octave-plateau Electronic Inc.'s Voyetra-8 ad.

There was one exception... :o)

The ad for Sequential Circuit Inc.'s Prophet-600, the first commercially available MIDI synthesizer. Their ad has a large call-out box extolling the virtues of MIDI. And no wonder - SCI was heavily involved in MIDI's development. Nice!

I'll post that ad in the near future.

End note: This has always bugged me. Why did Roland pick 1987 as the 'future'? There is a design rule-of-thumb that says never to use even numbers. So maybe the thinking was that '84, '86, '88 would be out of the question. '85 is probably too close. And '89 is too close to '90.

Hmmmm... still bugging me.

Roland Rhythm Machines TR-808, TR-606, TB-303, CR-8000, and CR-5000 brochure, 1982

Roland Rhythm Machines brochure featuring the TR-808, TR-606, TB-303, CR-8000 and CR-5000, as well as a few special guests including the Jupiter-8, Jun0-60, Juno-6 and SH-101.

Whoa!

This is one of my favorite brochures of all time! I've wanted to share it for a while - but was waiting for a larger scanner. And this piece of art deserved the wait.

But, while this brochure is definitely awesome in all its awesome geariness (I just made up that word), it is also kinda awkward. It's like watching a re-run of Meerkat Manor, knowing that the cute little happy, cuddly, family is about to be taken down by a big predator.

And by that, I mean MIDI (Musical Instrument Digital Interface).

All the information provided in this brochure pre-dates the launch of MIDI technology by less than a year. According to Wikipedia's MIDI page, by the time this brochure came out, talks between the manufacturers were well underway, and the protocol must have been pretty much hammered down. Additionally, Wikipedia's MIDI 1.0 specs page tells us that when the specs launched in August 1983, they included MIDI clock as part of the protocol.

And MIDI clock = the future of sync

But it's like Roland didn't want to let the clueless 303, 606 and 808 know that they were about to be drop-kicked into closets for the next half-decade or so, so the brochure cheerfully and colourfully pushes Roland's own soon-to-be-outdated DIN-sync technology for syncing not only the 606 with the 303, but also with Roland's older cv/gate sequencers such as the MC-4 Microcomposer (launched around 1978) and CSQ-600 Digital Sequencer (launched around 1980).

And it's in Roland's best interest to keep up this promotion - they already had a lot of DIN-sync technology out in the wild, and had to keep pushing it right to the bitter end.

Of course, the change-over to MIDI didn't happen *that* quickly. And, as we all know, in the end the 303, 606, 808, and a multitude of other pre-MIDI gear got the last laugh. Most are now prized by musicians, DJs, and producers around the world, commanding ever-increasing prices, and spawning imitations by many other companies, including Roland.

So, it ain't all bad for this little family.

This brochure was just one of many in Roland's "We Design the Future" set of brochures that ran during the first half of the 80's. Luckily for us, Roland dated all their brochures during this time period and so we know *exactly* when these came off the printing press to see the light of day. You just need to check out the back page - bottom right corner - to know that this one was printed in Japan in November 1982.

The brochure, in a word, is simply gorgeous (okay, two words), and includes everything I've always wished for in a brochure:

• Full-colour
• Great photography highlighting the front panels
• Line drawings of the back panels showing all the in's and out's of each machine
• Technical/reference information for each piece of featured equipment
• Funky ad-copy

As mentioned above, the TB-303 kinda took on a life of it's own later in life (see it's Wikipedia page if you live under a rock), but it's great to be able to look back and see just how Roland was trying to originally position the 303 in the marketplace:

"Roland introduces the world's first computerized bass machine, the great new Bass Line TB-303. This remarkable little unit covers three full octaves. Instead of strings, you use keys to program bass patterns. Up to 64 patterns can be created for use anytime. And, like a bass synthesizer, you have full control over resonance, envelope modulation and other important factors influencing sound quality. When used with Roland's TR-606, you can play bass and drum patterns at the same time. Completely portable, the TB-303 runs on either battery or AC line voltage and comes completely equipped with its own carrying case. A headphones jack is also provided as standard."

"Instead of strings"!!! I love that!

It really gives you a good idea of where the industry, and Japan especially, was trying to go at the time. Smaller. More portable.

Interestingly, Roland's advertisements in Keyboard magazine didn't really match up with their "We Design the Future" brochures from around this time period. Roland was just winding down their "Understanding Technology" campaign that had been running in Keyboard for quite a while - like this two-page Jupiter-8 advertisement. They were also running this "Special Product Report" advertisement. And during the first six months of 1983, Roland switched over to an ad featuring their Juno-60.

Anyways, I'll touch a bit more on Roland's transition to MIDI in future blog posts. I doubt anyone is still reading anyways - not with such a yummy brochure to drool over...

Roland Jupiter-8 two-page ad, Keyboard 1981

Roland Jupiter-8 two-page advertisement from the front inside cover of Keyboard July 1981.

No, this isn't another case of deja-vu. I first posted this scan back in April 2009, but I never blogged about it. And recently came across something that just had to be put down in writing. Well... on the Internet in writing. But I'll get to that in a second.

First, some of the specifics. This Jupiter-8 ad first ran in Keyboard Magazine starting in July 1981, and continued for seven months until January 1982, when it was then replaced in the February '82 issue with a VK-09 ad.

But, this wasn't the first Roland advertisement to take up the coveted inside-front-cover space. Roland had been a frequent flyer of the front-inside cover since they first took over the space in March 1980 with a short-lived Jupiter-4 ad. A few different ads for Roland gear, including the Saturn-09, TR-808, and RE-501, also appeared there before the Jupiter-8 started its relatively long run.

A month previous (and with perfect timing), Roland got their Jupiter-8 promo into the SPEC SHEET section of the June '81 issue. And this wasn't a normal promo. This Spec Sheet description has to be in the running for one of the longest descriptions ever. And I'm not complaining. The length of the description only goes to show you just how much the JP-8 had to offer.

Luckily I'm a fast typer - although, maybe not that accurate. In the magazine, it is one long paragraph, making it difficult to read. I've divided it up accordingly... :o)

"The Jupiter-8 is an 8-voice, 16-oscillator analog synthesizer. Each voice includes two VCOs, both a highpass and lowpass filter with selectable 12-or 24dB/octave slopes, an LFO with polyphonic sample-and-hold and programmable delay function, two ADSR envelope generators (one with an inverting function), and a key follow option to allow a note's shape to lengthen in proportion to its pitch height with way many acoustic instruments do naturally.

The JP-8's programming facilities have the capability to store and recall 64 different patch programs. Any patch in memory may be edited by moving any control in real time. An edited value may also be written into memory as a correction to a patch. A cassette interface allows you to store patches on standard cassette tapes for later retrieval. For expanded flexibility, specific smaller portions of memory may be dumped and reloaded into any memory position needed. A Verify function allows taped programs to be checked as correct before the JP-8's internal memories are altered, which is a useful safety feature.

The unit's five-octave keyboard may be grouped in three ways. In Whole mode, it operates as one 8-voice polyphonic instrument, while the Dual and Split modes divide the JP-8 into two 4-voice instruments that may be assigned different patches. Split mode divides the keyboard into Lower and Upper sections. Dual mode activates two patches for each key depressed. Two patches may be assigned either manually or with one of the eight patch preset selectors. These can be pre-programmed to recall any pair of the 64 available patches with a single motion.

The instrument's computer also provides an arpeggiator function which arpeggiates (up, down or in both directions) the notes being held on the keyboard. The arpeggiator includes four range and direction options and may be assigned to the entire keyboard or to the bottom of a split keyboard, leaving the top end free for soloing, accompaniment, or effects work. The clock of the arpeggiator can be synced with an external clock such as that found in any one fo the Roland Compu-Thrythms (CR-68, CR-78, TR-808).

Also included in the synthesizer's range of features are a polyphonic portamento with a split keyboard option, a pitch-bender, and various LFO controls.

The output section of the instrument includes both balanced and unbalanced jacks. Separate outputs are supplied for the upper, lower, and mixed outputs, and the level is adjustable for either 0dB or -12 dB. There is also a headphone jack with a level switch on the back panel of the unit. Roland, 1285 Mark St., Bensenville, IL 60106."

I like that fact that Roland even got a plug in for their Compu-Rhythm gear - including the TR-808! Good job, Roland!

I decided to Google Map the address.


View Larger Map

I couldn't really tell you if that is the same building, but there is definitely a structure still standing there. Maybe I should go one some sort of tour and document all the old buildings?

Or is that creepy-weird? Yah, probably.

Roland Jupiter-8 (JP-8), MC-4, OP-8, and MTR-100, Keyboard 1982

Roland Jupiter-8 synthesizer (JP-8) and MC-4 sequencer, with OP-8 interface and MTR-100 digital cassette recorder, from inside front cover of Keyboard magazine December 1982.

I quite enjoy this 'Special Product Report' advertisement - a two-page spread that kept the yellow and black design that Roland was using at the time for many ads including the TR808 (to be posted in the near future). The ad also includes some great quotes and references to famous users, including producer Martin Rushent, Devo's Mark Mothersbaugh, and Toto's Steve Porcaro and David Paitch ("... a happening polyphonic synthesizer...").

The JP-8's popularity is quite apparent through it's numerous online references:

• Wikipedia
• Vintage Synth Explorer
• Synth Museum

If you can't afford (or find) the real thing, many say the VST version made by Arturia is a good replacement.

The MC-4, OP-8, and MTR-100 each have their own Wikipedia page, and you can also find MC-4 command flowcharts online (via Matrixsynth).

Another 1981 JP-8 ad was posted on April 2, 2009, and the MC-4 was featured in a 1978 'family photo' ad posted on March 9, 2009.

End note: The JP-8 the *only* synthesizer I've ever regretted selling. Seriously.

Roland Jupiter-8, Keyboard 1981

Roland Jupiter-8 synthesizer from inside front cover of Keyboard magazine July 1981.