Moog Rogue, Keyboard 1982

Moog Rogue advertisement from page 39 in Keyboard Magazine, June 1982.

I was flipping through Keyboard yesterday when I came across this Moog Rogue ad. It wasn't the first Rogue ad to appear in Keyboard Magazine, but it is the one that I always remember when I think of the Moog Rogue. And my first thought was, "Hey - MoogFest was just on, what a great way for me to contribute in my own little way".

But as great as MoogFest was (and I'm jealous as heck that I couldn't make it), there were two other memories that flooded back into my brain when I started looking more closely at this ad that clinched it for my blog post. And, surprisingly only one of them was synth-related.

First the non-synth-related memory:

The Moog logo immediately brought back my first memories of using Photoshop's "stroke" feature. I used that "stroke" feature a lot on band posters a long while back. The Moog logo really would have gotten lost in this ad if they hadn't put those ever-expanding blue, pink, orange and yellow stroke lines around it.

Now the synth-related memory:

The grid line graphic elements making up the backdrop of this ad immediately brings me back to memories of watching the movie Tron, which, probably not-so-coincidentally, came out the same summer as this ad. I wonder just how much TRON's computer-generated glowing blue design influenced the art and culture of the time. I'm guessing *a lot*. But that's not the synth-related bit.

According to Wendy Carlos Web site, she was asked to produce the computer-world portion of the score for TRON back in 1981 - which you might have guessed, included a synth or two :o)

You can find some great historical information about the original TRON soundtrack on her Web site, including her TRON anthem 'first sketch' and some great anecdotes. There is also a PDF link to a Keyboard article written by Bob Moog entitled "Wendy Carlos & Michael Fremer reveal the secrets behind the soundtrack of TRON". An excellent read. A few quick Google searches will provide even more great info.

And now that the new TRON movie is coming out, I'm getting even more excited looking at this Rogue ad. The new movie was apparently scored by Daft Punk, and I recently saw the latest preview for it on YouTube:

To me, the original TRON movie was all about the visuals and the soundtrack. And I expect no less from this new movie. I'm crossing my fingers this movie lives up to the hype I've built up in my tiny little brain.

So, those two great memories definitely influence my opinion of the ad. And I do love this ad. Honestly, I can only think of one thing about this ad that bugs me. You have to look *really* hard for the actual name of the synthesizer - The Rogue. The logo can be seen in the photo in the top-left corner, and on the photo of the synth itself. But both of those are rather small. And it's not until you get to the end of the third line of ad-copy that you see the name.

If you look around the Web, the Rogue often gets a date of "1981" stamped on it. But, this Rogue ad actually appeared very sporadically throughout 1982 (June, September), 1983 (November), and, yes.... even 1984 (March). The only difference between the 1982 version of the ad and the later versions is a call-out box in the top right corner that reads, "Now, surprisingly affordable, visit your dealer". Which is strange, because the first line of the original ad copy included the text, "never been so affordable". In fact, two-thirds of the ad-copy is devoted to telling the reader how affordable this synthesizer is.

I guess they were making sure they hit *that* nail on the head.

Roland TL-12 Teaching Laboratory System brochure, May 1986

Roland TL-12 Teaching Laboratory System brochure from May 1986.

Here's something a little bit different. The TL-12 Teaching Laboratory System was part of Roland's effort to get more of their technology into the music education classroom.

Just look at all those DIN cable connectors sticking out of the back of that thing. That's just *hot*.

When I first saw them all, I immediately started getting ideas in my head about how I could possibly take advantage of the the TL-12 to sync all my old Roland gear together. I thought to myself, "Did other people know about this thing? Or did I just discover a way to by-pass the need for six Korg KMS-30 MIDI-DIN sync boxes?!?!".

More about that in a bit. First, a little reminiscing and reference info.

If I recall correctly, I remember a long while back hanging out in a mall somewhere in town and there was this music store that gave group music lessons. And anytime I wandered passed this store, I would see a group of students through a sliding window/door using electronic keyboards and headphones. I can still see all the cables running from the student stations up to the teacher's small platform. So, ever since I came across this brochure, I think back to that group of students and can't help but think (and hope :o) that this was what they were using.

It seems that the TL-12 had a rather long life, because even though this brochure was printed in May 1986, one of the manuals I had downloaded a while back for the TL-12 is dated from December 1982. Also, a really good description of the TL-12 showed up in the Spec Sheet section of Keyboard Magazine back in July 1983. There is some great reference material in that write-up that is not available in the brochure such as pricing information:

"The TL-12 is designed for instructing students how to play electronic pianos, organs, synthesizers, and any other electronic instruments. The basic system requires no special installation or other equipment, and can be connected easily to any keyboard instrument made by Roland as well as most other brands of keyboards. The unit can accommodate up to 12 students. Additional main units can be connected to teach up to 48 students at one time. The device can be divided intro three subgroups allowing the teacher to monitor any group at the push of a button. With the addition of of a connecting box (Model TLC-1) and a headset/microphone (Model RHS-100) to each keyboard in the class, the teacher can talk to everyone in the class, to a preselected group, or to an individual student. The device also lets one student demonstrate for the entire class by pushing a demonstration button. The private and group selector functions allow the remainder of the class to continue to rehearse without hearing every communication between teacher and student. Tape recorders, record layers, rhythm machines, nd other external equipment can be easily hooked up to the TL-12. Performances by students can even be recorded and played back through the system. Measurements are 18" wide, 4-1/2" high, 11-3/4" deep, and weight is 9-1/2 lbs. Price is $695.00 for the TL-12; the TCL-1 connecting box is $20.00; and the RHS-100 headset/microphone is $60.00. Also offered are system packages including all connections, headsets, and cords for classes of 12 (priced at $1,850.00) and classes of 6 (priced at $1,295.00). Roland, 7200 Dominion Circle, Los Angeles, CA 90040."

Also, if you look closely at this spec sheet promo, you will see that back in 1983, Roland's headset model was the RHS-100, while in this brochure from 1986, Roland replaced that model with the RHS-200. Okay, maybe I'm the only one that finds this information exciting... :o)

This brochure is also awesome for a number of other reasons. Flip it open and the first thing your eye hits are the photo images of the front and back of the TL-12. Next, your eye is drawn to the "Typical Usage" diagram with that cool looking instructor guy with the headset. And finally, you get to the "Five different communication methods" diagrams. These alone provide some really valuable information for an educator thinking of slamming down over a thousand dollars for a full-fledged system, as well as some really cool reference information for someone in the future like me.

But, I find that there is a real disconnect between the front of the brochure and the rest of the info. Seriously - that fire engine red front cover design looks like it is straight from the 50's. The title font, the headset image (which I may have to swipe for a design project I'm working on right now... talent borrows, genius steals, suckas!) and even the photo of the unit itself all look really dated. In 1986, it would have been really hard for me to pick up that brochure if it was sitting at a music store. But then again, maybe I wouldn't have been the intended audience.

And finally, on the back page, you see some specs, accessory info, and most awesome, photos of Roland gear "best suited" for use with the TL-12. Really? SH-101? It would be awesome to see 12 students learning monophonic synthesis on SH-101s using this system. In fact, I think I had a dream along those lines last night.

If you are still reading, you will recall that at the beginning of the post I mentioned that when I first saw the TL-12 brochure, my first thought was using it as a way to DIN-sync a wack of Roland gear together. The unit has 12 DIN connectors, right? And the diagram shows a drum machine plugged in - that could easily be the master sync, right? And the brochure does say "Din connector (for connection with student's unit)" - right? RIGHT?

Wrong.

Turns out Roland used DIN cables for a lot of different purposes, and it looks like in the TL-12's case, the DIN connectors are purely for audio. The TLC-1 connector box that would be located near each student's station is the real key to getting all the different audio signals to and from the TL-12. The AUDIO out of each student's keyboard instrument plugs into the TLC-1 connecting box, as does each student's headset PHONES and MIC plugs. Then, the DIN cable is used to carry all that audio to and from the TLC-1 through each of the 12 DIN connectors on the TL-12.

Booooooo!

But even if the TL-12 wasn't meant for carrying/splitting DIN-sync signals, could it still be used for DIN-sync purpose? Could you have one of the 12 pairs set up to be master through the 'demonstration' button, and push the sync signal to the other 11 connectors? It would require that the same DIN cable pin/wires used for carrying sync signals be the same ones Roland used to carry these audio signals. And wouldn't it be great to use the separate group and solo features to split DIN-sync signals at different points in a song?

Well, a boy can dream...

Oberheim OB-8 synthesizer, Keyboard 1983

Oberheim OB-8 advertisement from page 14 and 15 in Keyboard Magazine, February 1983.

This was the introductory ad for Oberheim's new flag-ship synthesizer. The two-pager only ran once or twice at the beginning of 1983 before being replaced by a half-page version (really? half-page? Yup!).

This ad was meant for one thing: make an impression. It has good real estate - two pages near the front of the magazine, and not the centerfold where you usually expect to find two-pager. And that one... big... photo. Gorgeous! And the angle of the machine in the photo is optimized to make sure the "OB-8" on the front panel is as big as possible.

So, with the photo definitely taking centre stage, Oberheim decided to choose their words for the ad-copy carefully. And keep it short and sweet.

As the intro copy states, the OB-8 really does look like the OB-Xa. Oberheim definitely had the room to yap about all the good stuff that was kept from the OB-Xa, and then they could have spent another paragraph or two on all the new features, including the whole "Page-2" functionality, whereby half the front panel controls controlled a whole other set of parameters!

But they didn't. You only get one shot to make an impression, and Oberheim chose to focus on the beauty of this machine.

Beyond the beauty of the photo, the actual style of the ad brings back a lot of design elements that were used before the 1st generation of "The System" ads. For example the bold font titles, as well as the red accent lines and bullet points could be found in late 1981 ads such as this two-pager DSX/DMX ad with the OB-Xa shaded out in the background. But then, Oberheim changed up their ad style a bit in 1982 with ads such as this first generation "System" ad. In particular, loosing the big bulky title font and going with a muted background.

To me, the big bulky hug-able font *is* Oberheim. I, for one, am glad they brought it back!

Speaking of the "System", this ad appeared smack in the middle of Oberheim's "System ads (actually, between the 1st generation and 2nd generation of "System" ads). But interestingly, the "System" isn't mentioned at all in this ad.

Confused? The time-line goes something like this:

1981: DSX, DMX, and OB-Xa start appearing in ads together.
1982: 1st generation "System" (OB-Xa/DSX/DMX) ad appears.
Early 1983: This OB-8 ad appears - no mention of the "System".
Mid 1983: DX drum machine ad appears - mentions the "System".
Late 1983: 2nd generation "System" (OB-8/DSX/DMX) ad appears.

So, even though the time-line indicates that Oberheim was still actively promoting their family of products as the "System", they decided that it was worth more to them to keep this ad clean and simple. A single key message:

The OB-Xa is being replaced by the cheaper, better OB-8.

But I'm not sure that it was the best move to not mention the other members of the "System". When current owners of Oberheim gear saw this new ad, they may have been wondering if the OB-8 was still compatible. By not mentioning the DSX/DMX compatibility at all, a current Oberheim user may be wondering if Oberheim was dropping the "System" platform all together.

And considering that these Oberheimers were probably the most likely purchasers of new Oberheim gear, a simple statement about compatibility could have gone a long way.

I guess what I'm trying to say is that often when a company is launching a new product, it is wise to keep the image strong and the message simple. But if so many of your customers have invested *a lot* of money in a certain technology, when a new product is launched, it almost becomes what the company doesn't say that is important. And when Oberheim doesn't mention the "System", did anyone get nervous?

As the title of the ad states, often "There's more than meets the eye!"

Future ads tell us this was definitely not the case. Oberheim was still supporting their proprietary "System". But reading that ad in February 1983 may have put me square into the paranoid camp. A simple bullet point mentioning compatibility would have put an end to any anxiousness that an Oberheim user might feel, even before it began.

Time to put the tinfoil hat back on.

Linn Electronics, Inc. LinnDrum, Keyboard 1982

Linn Electronics, Inc. LinnDrum advertisement from page 13 of Keyboard Magazine April 1982.

My obsession with Oberheim and 'The System' family of products is getting a little too intense even for me, so I thought I would throw out this introductory LinnDrum ad to try and get my mind off of Oberheim for a bit.

I mentioned this ad in my previous Oberheim DMX blog post, when I mentioned that I was more drawn to this ad's stark black & white simplicity in comparison to that DMX ad's off-balanced design. And what simplicity it is. I've included as much of the scanned page as possible in order to show just how much white space there actually was. It also gives you an idea of just how small that black and white photo image of the LinnDrum is.

This ad only seems to have ran once, which makes sense if a reader actually took the time to read to the bottom of the page where it says, "Coming next month...". This was obviously the pre-introductory ad to turn Keyboard readers' appetites up a notch before the real advertisement came out in the next issue of Keyboard.

That "Coming next month..." bit is a great little piece of reference info, providing us with the exact month of the release of the LinnDrum. And that list price of $2995 is also a nice reference nugget.

Directly below that date information is LinnDrum's not-so-secret weapon - "...from the inventors of the digital drum machine". To me, that would have given the company *a lot* of cred back in 1982.

But most interesting to me is the spattering of text that Linn decided to bold throughout the main body of the ad-copy. From a historical perspective, I think those pieces of highlighted text really provide us with a look back at what technical developments Linn was focusing on since the release of their first drum machine, the LM-1. And I would guess most of those tech developments would have been driven by what the competition was doing. In particular, how Linn seemed to be playing a bit of catch-up with the competition- the Oberheim DMX drum machine, released a year or two earlier.

In fact, this competition was still in play years later, and was quite apparent in music shop demo rooms, on stage, and in the studio. Heck, even the opening sentence for the DMX section of the book "Electronic Drums", by Frank Vilardi with Steve Tarshis (1985) mentions it.

That opening line simply states:

"The DMX shares with the LinnDrum the position of most popular drum computer."

Doesn't get any clearer than that. :o)

So, I decided to take a closer look at that bold text from the ad. From the ad-copy:

• "Studio quality digital recordings of real drums - crash and ride cymbals, bass, snare...":
  
  The LinnDrum's predecessor, the LM-1, didn't have crash and ride cymbals. So, when the DMX came out with both of these sounds, the LinnDrum had to include them to stay competitive. According to other LinnDrum advertising literature, the LinnDrum apparently had "exclusive circuitry [to] permit long sustain time and extended high frequency response" needed for sounds like the crash and ride.
  
  
• "...three toms..."
  
  According to the ad literature, the LM-1 had two toms, so the LinnDrum's three was a definite improvement. In comparison, the DMX apparently had one single tom sample but at six separate pitches (separated into Tom 1 and Tom 2). Confusing or what? I'll have to dig deeper into this one at some point.
  

• "Stereo mixer with volume and pan sliders..."
  
  Panning was available right on the front panel of the machine for each instrument. Nice and convenient. And quite unique from what I can gather. And as far as I know, the DMX didn't offer panning at all.
  

• "Drums may be externally triggered by drum synthesizer, pads or any audio source"
  
  Again, I don't think the LM-1 had this feature. But the DMX offered trigger and control voltage inputs. Looks like Linn was definitely playing catch-up.
  

• "Drum sounds are user-changable"
  
  I've never opened up a LinnDrum, but apparently you can swap the chips out really easily just by opening up the face of the machine. The chips on the DMX, on the other hand, are a little bit harder to change. They are located on cards that have to be removed in order to swap out chips.

So, those bolded words really do tell us a lot about what features were real selling points at the time, and how Linn was positioning the machine against the competition.

Trying to decide which one of these machines to purchase in 1982 would have been a tough choice for me. The sheer beauty of Oberheim's family of products is hard to resist. But I'm also a sucker for knobs, dials, switches and sliders. And the LinnDrum has plenty. If I had to make a choice on just what I know right now, I think I would have leaned more towards purchasing the LinnDrum.

But, I'll have to do a bit of sound auditioning before making any final conclusions on that one. So, the next question is... do I "go big" and check eBay, or stay on the cheap and look for samples?

*checks wallet*

Samples it is... :o)

Oberheim DMX drum machine, Keyboard 1982

Oberheim DMX drum machine advertisement from page 43 of Keyboard Magazine April 1982.

The DMX drum machine first started appearing in ads starting in mid-1981. The first was an ad that was designed to feature both it and the DSX sequencer, but could also be easily split apart to create two individual ads for each product. And Oberheim did just that a month or two later with the introduction of the DSX-only sequencer Xtra Hands ad.

But, as far as I can tell, a DMX-only drum machine ad based on the same background/theme never materialized. It wasn't until three-quarters of a year later in early 1982 that this DMX-only ad started to run. It continued to run sporadically through the summer of 1982, taking turns to appear in Keyboard magazine with Oberheim's "The System" ad - an ad that featured the DMX as well as all the other members of the Oberheim family at the time.

So, it makes sense that the Oberheim "System" ad and this DMX ad actually share quite a bit of design elements. In particular, the yellow-line design element, the grayish background colour (ugh - not a fan), and the relatively heavy ad-copy. In my opinion, those design elements don't really inspire the reader too much, and the rest of the ad elements don't add much to the mix either.

For one, there isn't really a lot of balance to the ad - it almost looks like there is a right-hand column of text missing under the photos. And the colour photo images of the front and back panels are nice, but probably could have been larger and better placed had space been used more effectively. At least the ad-copy is interesting and provides quite a bit of reference information to the reader.

But, I gotta say, there is a one-page LinnDrum ad appearing in the same issue that is black and white, features a very small photo, and includes only bullets of text. But I find I'm drawn to it more than this ad.

I do like the title of the ad. It's a nice play on words about the technology used to create those fantastic drum sounds: UN-REAL DRUMS.

But if there was one thing in particular I had to point out that bugged me about this ad when I first started looking at it, it's got to be that it doesn't mention 'The System'. My theory on 'The System' has always been that Oberheim was really trying to get in front of the possibility of the universal MIDI specs coming onto the scene in the near future. So, by repackaging their own proprietary tech as 'The System', they get a real head-start on MIDI. And since the DMX ad was running at the same time as that System ad, along with similar design elements, it would have made sense to also push 'The System' in any DMX ad.

The ad does mention that the "drum machine will sync to it's companion DSX Digital Polyphonic Sequencer...". That's a start. But it's the rest of the sentence that gives away Oberheim's marketing approach. The sentence ends with "...and to audio or videotape, as well as most other sequencers".

Ahhhhh. It all becomes more clear. Here's my logic:

The DSX sequencer would do nothing for you if you bought it on it's own. It needed to have other gear connected to it to be of any use - either through that 37-pin computer connector, the CV/gates or the clock in/outs. This makes it much more "connected" with the "The System" than it's DMX brother.

But a musician could easily use the DMX drum machine on its own. You can lay down tracks by itself, or, as this ad states - "sync to most other sequencers". Users could easily buy the drum machine on it's own, with no immediate need to pick up it's sister sequencer or synthesizer. So it makes sense to position the DMX in it's individual ad this way. And then in "System" ads, position as an integrated piece.

Best of both worlds!

End note: For some reason, in my mind sequencers are girls, and drum machines are boys - it will probably take years of therapy and three or four blog posts to figure that one out...